Tag Archives for " mobile home marketing "

5 Types of Video Marketing to Boost Manufactured Home Community

Video marketing is still the king of the hill when it comes to driving clicks and sales.

The numbers don’t lie. According to Social Media Today:

  • 72% of consumers prefer to watch a video to learn about a product or service.
  • 78% of consumers watch a video online at least once a week, and 55% do so once a day.
  • Viewers retain 95% of a video’s message after watching it.
  • 93% of business retain a new customer when they post a video on social media.
  • Companies that use video in their marketing experience 49% faster growth than companies that don’t use video.

I hope you’re as impressed by these statistics as I am. Since video is easier and more affordable to produce than every before, here are 5 types of video marketing to try to help you grow your business.

#1: Community Videos

People need to understand what a MH community is – and how it will benefit them – before they buy a home there. I don’t think I need to explain why because I’m sure you feel that way too. If you don’t grasp how your life can be better at a community, you’re not going to spend your money on a home there.

For that reason, community videos are a cornerstone of any effective video marketing strategy. Community videos are straightforward, but here are some things to keep in mind:

  • Show the entrance to your community
  • Show the manufactured home community amenities
  • If there are common areas, show them
  • Show an accurate representation of the typical homes in your community

Community videos should be posted on your website. You may also want to put them on a dedicated landing page, your blog, and your social media pages.

#2: Testimonial Videos 

Customer reviews are important in every industry, but a testimonial from a resident can carry far more weight than an ordinary review.

Testimonials tend to include more detailed information than reviews. They give you a chance to highlight the specific things you did for a resident and the specific ways your community has improved their life. You can also encourage customers who provide testimonials to talk about their experience with your community.

In other words, testimonial videos provide potential leads with a detailed look at the customer experience at your mobile home community – and they can help to overcome many of the most common buyer objections, so you can make more sales.

#3: Brand Story Videos

What is your brand’s story? Today’s consumers want to identify with the brands they support. You can help them identify with you by sharing a customer-centric brand story that lets them visualize how you can help them.

In other words, you’re not telling your origin story so much as you are telling the customer’s journey in an entertaining and compelling way. This kind of marketing has become increasingly popular.

Your job, when creating a brand story video, is to make your customer – that is, the person watching the video – into the hero. To do that, you’ll need to:

  • Identify the most common problems you solve
  • Create a story arc to show how your product or service solves the problem
  • Encourage the viewer to see themselves in whatever success story you’re presenting

Another way to look at this kind of video is as a pre-testimonial – sort of a fictionalized version of what a customer’s life could look like if they buy your product or use your service.

#4: Frequently Asked Questions Video

We all know about FAQ, right? It’s the section on every website where customers’ most common questions are asked and answered. These days, they’re also a great way to improve your SEO since questions and voice search go together like milk and cookies.

FAQ videos don’t need to answer every question at once. Instead, you should consider doing a series of short videos that answer one question or several related ones in an entertaining way.

If you want to get creative with this type of video, you could do a whiteboard video or even an animated video illustrating the answer to your FAQs. There’s no reason that an informational video can’t be entertaining, too.

#5: Personalized Sales Videos 

This last idea won’t work for every business, but it provides a way to hook potential leads Instead of sending a lead a generic, one-size-fits-all video, you can send them something personalized.

Personalized sales videos should:

  • Address the prospect by name.
  • Highlight the specific ways you can help them.
  • Add information that will help the prospect overcome any objections they might have to buying a home in your community.

Keep in mind that this type of video doesn’t need to have huge production value. It should feel like you or your salesperson is speaking directly to the prospect, giving them valuable information that will help them understand the benefits of doing business with you.

The message that a personalized sales video sends is that you care deeply about your customers. If you’re willing to shoot a personalized video before a prospect is even a client, it makes them feel that you’ll provide top-notch customer service after they sign on.

Video marketing isn’t going anywhere. You can produce videos without spending a lot of money, and once you have created a video, it can be posted anywhere you post content online, including your website, blog, and social media pages.

Of course, if you try these methods, you can blend them with cool video technology, such as 360-video, virtual reality, or live video. Your focus should always be on creating the kind of video content that’s most likely to convert leads into paying customers.

The Ultimate 60-Minute Business Audit

Audits. Nobody likes them, am I right?

I get it. I really do. But audits serve a purpose – and if your business is closed right now because of the COVID-19 pandemic, then this is the perfect time to change ‘audit’ from a dirty word to a tool that can help your business thrive.

Not sure how? The good news is, it’s easy to do. Your business could probably use some fine-tuning, and an internal audit of your resources and processes can help you get everything in order so, when you do reopen, you’ll be more successful than ever. Here’s what you’ll need to do.

Website Review

Since your website is your online HQ, it’s a good place to start your audit. You may want to review your competitors’ websites to get a handle on what they’re doing. Then make note of anything that’s outdated or not working the way it should, including:

  • Your site’s design
  • Mobile accessibility
  • Navigation
  • Site speed
  • Broken/outdated links
  • SEO

Your focus should be on making your site as fast, accessible, and useful as possible. Anything that slows down or negatively impacts the user experience should be improved.

On a more topical note, many businesses have altered their hours and offerings because of the COVID-19 pandemic. If you have, your website should reflect the changes.

Payments

I’m willing to bet that you’ve had the experience of adding something to your cart on a website, going to check out, and then abandoning your cart because the payment process was too annoying or laborious to handle.

Bottom line – a difficult payment process is unacceptable. It will cost you sales and customers.

Your focus should be on making the payment process an easy one. That may mean:

  • Increasing the security of your payment page by updating your security certificate, adding encryption, and including a statement about security to reassure your customers.
  • Adding payment methods that are easy for customers to use, including credit cards, PayPal, eChecks, and mobile payments.
  • Keeping your entire payment process on your site instead of asking customers to navigate away.
  • Minimizing the number of steps in your process.

Paying should be quick, easy, and intuitive. Nobody should have to guess what to do or be left wondering whether their payment went through.

SEO/Online Presence

We’ve already talked about auditing your website, but what about the rest of the web?

Don’t worry, you don’t need to audit the whole internet. That would take too long. But what you should do is to audit the rest of your online presence with an eye toward improving your local SEO. Here’s a checklist of what to do:

  • Review your online listings in directories, guides, and other places to make sure your NAP (name, address, & phone number) are consistent. Even small differences, such as using Ave instead of Avenue, can dilute your online presence.)
  • Claim your Google My Business listing and make sure your information (including Google Maps) is up-to-date.
  • Claim any review site profiles you haven’t yet claimed and check all of them to ensure your information is accurate and current.
  • Update photographs on review sites to reflect product updates or menu changes.
  • Review your social media profiles and update them as needed.

These changes shouldn’t take long but they can make a big difference in your local SEO, making it easy for your business to rank on Google.

Email Marketing

Email marketing – well, you’re probably sick of hearing me talk about how much I love email marketing. The ROI is a great and it’s an inexpensive and effective way to communicate with your customers.

Here are some things to review in your audit:

  • Your opt-in form should be short and request only essential information.
  • Subscribers who haven’t opened your emails in 6 months should be unsubscribed. Unless you’re using a free service, you’re paying to keep them on your list.
  • Review (or create) a welcome sequence to send to new subscribers.
  • Consider list segmentation to target your emails to the customers who are most likely to buy from you.

If you don’t already have an email list, this is the perfect time to build one. You can add a simple opt-in form to your site using a plugin.

Social Media

We already talked a little about updating your social media profiles, but there’s another angle you should consider during your audit.

It’s common for companies to think they need a presence on every social media site. That might not be true.

For example, say you’ve got a Twitter account that you’ve been using to no avail. If the ROI on your Twitter – factoring in ad spending and your time – is low, then you can simply deactivate your account. Or you can reconsider how you’re using it to improve your ROI.

The same is true of any other site. You’re better off having one or two active social media accounts than five that aren’t as good as they could be.

If your social media game is lacking, it’s an equally good time to set up a new account to market your business. If Twitter is underperforming, you might turn your focus to Instagram or Pinterest.

An audit might not sound like fun but doing one now can make a huge difference to the health and success of your business.

What are you waiting for?

Your Next 30 Days In Marketing…

Marketing your manufactured home community in a time of economic crisis is no joke. But you already know that.

Let’s face it: it’s difficult, at best, to know how to handle your marketing when unemployment numbers are high, spending is low, and uncertainty is everywhere you look.

And yet, for all that, marketing is a must if you want your business to stay afloat.

For your business to survive, it’s a must to come up with a marketing plan that’s:

  • Practical
  • Affordable
  • Achievable
  • Effective

If you can’t do that, then you may find yourself struggling.

The good news is that we’ve done some of the work for you. Here’s your 30-day marketing plan to reopen your business.

Week 1 – Preparing to Reopen

Reopening your business should be guided by recommendations from the CDC and local officials. You may have specific guidelines to follow and safety measures to implement. You should put those in place first before you do anything else.

Once you’ve selected a reopening date, here’s what you should do in the week before you announce your reopening.

  1. Review your competitors’ websites to see how they’re handling reopening – and don’t be afraid to use their ideas in your own marketing!
  2. Prepare a written reopening policy and distribute it to employees.
  3. Update your website with a statement about COVID-19 if you have not already done so. Make sure to include details about the steps you’ll be taking to make your business space safe for employees and customers.
  4. Highlight any changes to your business, including changes in your hours of operation, occupancy limits, and delivery service, to make it easy for visitors to learn what’s new.
  5. Craft a public announcement about your reopening. Highlight the most important details about your reopening policy and include a link to your full statement.
  6. Create custom graphics to go with your written announcement.
  7. Post your announcement on social media and email it to your list.
  8. If you can, spend a little money to boost your announcement post to make sure your target audience sees it.
  9. If your business hours have changed, make sure to update your listings on Google and crowd review sites such as Yelp, so that people who are looking for businesses like yours will have up-to-date information.

Assuming it’s legal to reopen in your area, you may still have some work to do to make sure that your customers trust you to prioritize their safety. Bottom line: know who your customers are and do what you need to do to make them feel confident they can trust you.

These steps will help you reopen safely while communicating the most important information about reopening with the public.

Week 2 – Reopening 

When you reopen, you’ll need to take some steps to get people to come into your manufactured home community. Here are some of the things you should consider during week two of your plan.

  1. Add some signs and notices outside of your store to let passers-by know that your business is open. This is the kind of low-key and inexpensive marketing that can make a big difference in your foot traffic.
  2. If necessary, include written guidelines and signs explaining the terms of your reopening. These may include:
    1. Occupancy limitations
    2. Customer requirements (wearing masks, maintaining social distancing)
    3. Employee requirements (not working while sick)
  3. Devise a marketing campaign that will incentivize your customers to visit your community.

Here are some examples of the type of campaign you might consider:

  • A reopening sale with discounted prices.
  • Free application.
  • A reopening event with prizes and games.

The option you choose should be designed to appeal to your customer base. By offering clear value and addressing their needs, you’ll be more likely to have a successful reopening.

Week 3 – Campaigning

Once you have had a successful reopening, it’s time to devise an ongoing marketing campaign to help you bring people to your community.

Marketing during a pandemic must address ongoing concerns about health and safety. You may want to create social media posts and ads to let customers know about:

  • Contactless viewing of homes and paperwork processes
  • Mailing lists and text notifications
  • Online payment options

During this time, you should also think about putting some money into a video message thanking people that have visited your community. Remember, video marketing doesn’t need to be expensive. Even a simple Facebook Live video or a video you shoot on your phone can help you connect with customers.

Week 4 – Expanding Your Base 

As you move into the last week of your 30-day plan, it’s time to think about what you’ll do for the next 30 days. Here are some of the things you should prioritize.

  1. Ramp up your social media presence. Even after you reopen, the chances are good that your customers (and potential customers) will be spending more time on social media than usual. You can build trust and brand recognition with them by creating and sticking to a social media posting schedule.
  2. Share relevant information about your manufactured home community as it relates to the pandemic. You may discover that you need to change certain elements of your plans (for example, altering hours or adding new precautions) as you see your plans put into action. Everything should be clearly communicated to your customers.
  3. Solicit opinions. As you get back to business, it’s likely that your customers will have thoughts, ideas, and requests about how you’re operating and what you could do better. You may want to consider creating a customer survey and posting it on social media or emailing it to your list. This is a good way to connect with customers and let them know you care about their opinions.

The key to a successful reopening is communication at every level. Your 30-day marketing plan should make your customers aware of how your business has and will continue to address concerns related to the pandemic.

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