The Client: Avivo Townhomes, a new home development in San Luis Obispo, CA
The Target Audience: homebuyers
The Objective: Capture email subscriptions through web traffic without dumping more dollars into sponsored ad budgets
The Tools: Facebook, Instagram, Google, a MacBook, and creativity.
The Team: 7twelve Marketing.
A Little Background
When Avivo Townhomes hired us to take handle the digital side of their marketing campaign, we couldn’t be more pumped. At that point, we hadn’t taken on a real estate development yet and we were excited the new challenge. We knew that with the right strategy, we could not only brand the Central Coast new home development, but we could produce dramatic results with the right content.
First Things First: a Landing Page
We knew that if we needed to capture email subscriptions, we’d need a heavy CTA page that still represented the message and brand Avivo wanted to portray.
By replacing their old, unresponsive landing page with an optimized, beautiful design we now had a place to direct traffic to and collect valuable information.
Sorry for the huge image, but seeing is believing.
Now for the Fun Part: Creating Content
We’re not always as lucky as we were with Avivo, who allowed us to have creative autonomy with our approach to content. So, when we were given the reigns to everything digital, we took full advantage.
Our creative team decided to portray the lifestyle of San Luis Obispo through creative blogs, understanding that much of the target audience would be using Facebook, which is a great platform to distribute that style of content.
The goal for our blogging strategy was to drive traffic to the ‘engage page’ of the website, in hopes that painting the picture of Central Coast living would entice the audience to learn more about the new development.
Now remember, the overall objective was to obtain email leads, and the web traffic from our (super awesome) blogs weren’t directing the landing page, they were directing to the ‘engage page’. The psychology behind this approach is to create a smooth user experience for our audience, and build value before asking for an email address.
When your audience finally clicks for your content, you risk the chance of losing them by shoving a contact form in their face to access it.
So here’s what we did to turn social media traffic into leads.
We used the tools that Facebook gave us.
By creating a custom audience of ‘website visitors’ we were able to to serve CTA ads to people that were already interested in what Avivo had to say. This is the traffic that we knew would convert on our new landing page.
See? There was totally a reason for an optimized landing page.
We didn’t forget about ‘traditional’ digital marketing.
Even though we’re geeks for social media, we still understand that Google AdWords, SEO is still a big player in digital marketing efforts. We understood that an optimized landing page would help increase conversions significantly. In fact, our conversion increased from a steady 4% to 12% once the landing page was optimized.
In December 2015, the graph below shows a total of 64 e-mail subscriptions (or in this case, leads), with similar patterns prior to executing our strategy. January? 143. February? 117, a slight dip, but we haven’t dipped past since. And no, we didn’t have to increase the budget allocated toward sponsored ads at all.