Elkhart Builder Wonders ” When Will My Blog Start Producing Results? “

Blogging Key To Elkhart County Builders Website Traffic

Vern Heacock and his wife Diane, President and Secretary / Treasurer respectively, have owned and operated Town & Country Builders of Goshen since 1978. They are known for their beautiful Builder’s Association of Elkhart County Parade of Homes floorplans and  architectural designs. Recently, Vern contacted DIR Incorporated to ask about ways to drive more traffic to the Town & Country website.

Our response was simple. “Much like building a home, you must first understand the natural energy advantages and feasibility of the land you are building on, the compliance, laws and regulations permitting you to build in an area, and the goals of the family that will live in it. This all leads to creating a blueprint of the structure.

In the world of digital marketing, we use a tool powered by Hubspot call Marketing Grader as a base point for understanding where a  website is performing well, and what areas can improve. This is not solely for the purpose of driving traffic to a site, but, also for capturing leads and critical data.

Elkhart County Indiana Town and Country Builders of Goshen Need To Blog Consistently

Blog Proves To Be Low Hanging Fruit.

Whenever your website has a blog built-in, such as a WordPress there are 6 key things you want to do to enhance the performance of your blog and website:

  • Set up a blog.
  • Set up an RSS feed.
  • Link to your blog from your home page.
  • Add social sharing buttons to your blog.
  • Add social subscription options to your blog.
  • Add an email subscription option to your blog.

The results for the grader indicate Town and Country Builders of Goshen, LLc has all six components. So, when we recommended blogging they naturally asked, ” We have a blog, when will our blog start producing results? “.

As you can see from the screen shot, the last blog they posted was in May 2013, that’s over 8 months ago. Blogging must be consistent and have a purpose. Let’s dive deeper into this now.

Identify Your Purpose for Blogging

What’s your purpose for wanting to blog in the first place? If it’s simply due to the persuasive narrative of having content know body cares about in order to dominate your Twitter feed, you are already lacking direction and any real strategy for achieving the results you desire. So, What do results even look like, anyways?

You first need to define what the overall objective is for blogging as it relates to your overall business goals. Is it to simply generate more website traffic and raise your brands awareness? Are you trying to drive more qualified prospects to your website in order to improve your churn and opportunity-to-customer rate? If you are not sure of any of this at this point, we recommend you schedule a FREE 15 minute consultation with us to figure this out together.

Your Blogs Value Proposition

Download Free Content Marketing HandbookYour goals are important, but, perhaps even more critical is understanding the value you are providing to other. Consider this your content mission statement. Any blogging strategy absent of a content marketing mission statement will  have a hard time achieving any traction, because it lacks focus and purpose. For example, our content mission statement is:

” To deliver sales and marketing content designed to guide and improve the digital performance and topline revenue of businesses across the Michiana region”.

Expecting results from your blog prior to identifying the value your blog will deliver to your target audience is like asking how long it’ll take to lose weight while sitting on the sofa, playing video games and  drinking diet soda. If you are interesting in learning about this, I highly recommend you check-out our FREE Content Marketing Handbook.

 

Traffic is only good if you Capture and Measure it.

We found a few other improvements that could be made to Town and Country Builders website. The ones that stood out the most were to lack of a visitor tracking tool like Google Analytics, [which is free], and no forms tied to a marketing automation system. Why this is important?

You probably hear some people brag about how many “uniques” (unique visitors) come to their site each day. They know these numbers because they measure them. However, while most of those people bragging about the sheer volume of visitors will improve their Alexa ranking, they are not likely experiencing greater profits. Why? Because, if you are getting a ton of website traffic, but, are saying to yourself, “I do not know who these visitors, how can I send them marketing materials?”. What have you really gained?

Marketing automation changes this equation. To get in on the action and start seeing real results, you have to move that traffic from the Internet superhighway and into your store /ecommerce / mailing list/etc. This is where lead scoring begins to taking form in the “Marketing Qualified Leads (MQL)” phase in Revenue-Driven Marketing.

Of course, now you want to know the best ways to capture these leads. Well, first start with content that has value (or perceived value) to your target audience at different levels of the customer lifetime journey. Look at some of the things we have done on this blog post for example.

On the upper right hand side we are sharing na eBook titled “Revenue-Driven Blueprint“, it is conveniently visible only to traditional visitors, not mobile versions our site. Then, when talking about setting goals we offer a consultation available on all platforms. Then, as you cover content mission statements we offer an eBook titled “Content Marketing Handbook” viable to all. In additional to these specific offers will have linked key words to relevant content. Each click, form entry, and visit is measured and used to improve our website and content for our blog readers.

So, when will your blog start producing results? Please share your thoughts and comments. Also, if you found this article useful share it with a co-worker or friend.

Case Study: UHI Worldwide’s Strategic Inbound Marketing Program Heats Up

Strategic Inbound Marketing Program Impacts RV Industry


Situation before Strategic Inbound Marketing

A recreational vehicle industry leading RV holding tank heaters Ultraheat, manufactured by UHI Worldwide — based largely in the Midwest was looking for a way to build loyalty with RV dealerships and repair centers across the United States, while connecting them with local leads in their communities. While the task was large, and involved reaching out to thousands of dealerships and RV repair center in all 50 states. The solution would strongly differentiate the RV holding tank heater manufacturer from its competitors.


Inbound Marketing Strategy

To create enthusiasm among dealerships and RV centers, DIR Incorporated monitored social media forums and surveyed business owners within the space to listen to their needs and goals. The team used that information to enhance the UHI Worldwide loyalty program with features that would benefit the businesses, as well as its customers.

DIR Incorporated also worked daily with various departments of the RV manufacturer to gather customer demographic data, spend history, and information about operations within the company and its marketing campaigns.


Execution of Strategic Inbound Marketing Plan

Information was compiled, analyzed and used to build a comprehensive program that included a keyword targeting, website optimization, social media management, landing pages, special email bulletins, and an online installer certification program.

The website was customized to connect RV dealerships and repair centers with leads in their area, using their ZIP codes as a default. The site also contained a “Preferences” section to help users find dealerships and RV repair center most closely aligned with their interests. Additionally, offers on the site’s home page rotated, based on the categories that users selected. Users could also use the site to search for national dealerships and RV repair centers nearby, or shop through the website at participating online retailers for do-it-yourselfers.

To help further promote the program, DIR Incorporated worked with UHI Worldwide to create marketing materials for its program participants. Our Strategic Inbound Marketing team also provided local businesses with marketing materials — including window decals and counter-top tents — that could be used to inform shoppers of retrofit products that visiting the website would earn them added value.


Results of Strategic Inbound Marketing

The result was a dynamic interface for shoppers to find the best deals in their neighborhoods at the kinds of services locations they prefer to shop. Members also received special announcements and offers during holidays and during various seasons. Dealerships and RV service centers were also excited by the success of the program, as they saw the value in getting their message out to a local and national audience and the ability to generate more business.