The Solution
Ground-up Marketing Strategy
After working with the team at Magnolia Homes and hearing about their goals for the company, we worked with them to develop a new custom website unlike anyone else’s in the market. Something that would set the bar in the market. A website that truly portrayed Magnolia Homes culture, values, and brand.
Not only was Magnolia Homes impressed by the design, but they actually won an award from WebAwards as the Best Construction Website of 2018.
Understanding that a new website is not enough to accomplish Magnolia Homes goals, we hit the drawing board and developed a comprehensive marketing strategy that featured ways to increase their organic visibility, improve the social media presence, and reach their audience at the right time in the buying cycle.
The first component of our research was based off creating personas of their potential customers. After creating personas, we were able to identify the best channels and methods to target these personas while in-market.
From an SEO perspective we started on process with strategic on-page optimization. The first step in our on-page optimization process is to ensure yourmagnoliahome.com is properly targeting keywords/phrases based on the insight we received during our kick-off call and our own research of their industry. We wanted to focus on what will deliver new home inquiries for them. We analyzed what keywords they were already ranking for and receiving traffic from, studied keywords their competitors are ranking for, and research relevant topical concepts. We then evaluated search volume, organic click thru rate, and keyword difficulty to determine which keywords to target.
Our SEO process continued with ongoing link building. Obtaining quality backlinks based on a strategic outreach plan focused on unlinked brand mentions, broken links, competitor gaps, and relevant topical blogs.
From a Social Media & Paid Search perspective our primary focus has been derived from our persona research. We worked with Magnolia Homes to capture demographic data from previous home sales and have focused our targeting efforts on hitting that demographic when specific actions occur. A key component of the success has been remarketing to the audience after they have initially been introduced to Magnolia Homes because the sales cycle is fairly long from when a consumer starts the awareness process down to actual decisions.
