Tuesday, October 6, 2015

Is Your Website a Peacock?

An article by Reed Dillon

Is your website a Peacock or something else? 

Every Peacock has its own distinct color patterns and eyespots. When a male Peacock wants to attract a female to mate, he fans out his tail feathers in full semicircle to show off his colors and eyespots. The female will then choose if he is a suitable mate based on the patterns, size and the amount of his eyespots. Some especially attractive male Peacocks can have several or more mates.

Think of your brand content on your website as a Peacock’s tail feathers.  What is brand content?

Brand content is the information and visual elements that are contained in your brand.  A definition of brand content marketing it is a strategic marketing approach that is focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Getting back to the Peacock, before the male gets to mate he must attract and convince the female with his beautiful plumage. The same is true with your website. Your website is your principal vehicle to showcase your good looking brand content and through attractive, convincing visuals and information, your website can become Peacock like, and begin to realize its true potential.

Remember websites are more of a visual medium than a written medium and so if you are in the housing business, you are lucky because homes and floor plans are very visual things that people love to look at.

My recommendation is to put your best foot forward.  Builders and manufacturers alike must invest in those things that attract and convince. These things are quality photography, videography, good copywriting, info-driven graphics etc…

Seeing is definitely believing and quality photography is especially important in marketing housing. Snap shots taken from your cell phone simply don’t cut it. High definition renderings are good but should be used in support of quality photography, and not as substitute.

When you do take photography don’t settle for just taking exteriors which only tells half of the story. Take interiors and product details if possible, especially kitchens and bathrooms. Shoot model homes that have been professionally designed or staged. Model homes are usually a good place to begin due to you having more of a degree of control over the environment. Get permission to shoot the interiors of homeowners, only if you believe they are suitable.

I welcome hearing your thoughts regarding your convincing brand content. Post your questions and ideas in the comments section below.

ABOUT Reed Dillon - After nearly two decades of experience heading the marketing departments of some of the industry’s leading modular manufacturers and earning numerous national awards, Reed Dillon is the owner of Creative Brand Content - a marketing consulting company. You can contact Reed at reed@creativebrandcontent.com or by phone at 540-488-2978.  

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