Digital Marketing Strategy
John Merrill Homes
From a disconnected online presence to a cohesive, results-driven marketing strategy
John Merrill Homes (JMH) partnered with Brighter Messaging to align their marketing efforts with their business goals and ensure that their online presence reflected the company’s value proposition and client experience.
We helped transform their marketing approach by optimizing digital channels and establishing their online presence as a reflection of their full-service capabilities and local expertise.
Problem
John Merrill Homes had invested in a sleek new website. While the website looked polished and professional, it lacked a cohesive marketing strategy to maximize its potential. Without a strategic approach to their online presence, the website functioned more like a digital brochure than a tool for business growth.
When they approached us, the company’s marketing efforts were heavily focused on social media—particularly TikTok—where they had built an impressive following and generated high engagement. However, despite the large number of followers and interactions, it wasn’t translating into business results.
John Merrill Homes needed a unified digital marketing strategy that would align their online efforts with their business goals, prioritize the platforms where their target audience was active, and position their brand as the go-to choice for custom home building and renovations in their region.
Solution
We believe in creating a solid, sustainable foundation and building on it over time, forever focused on the target customer—what they want, where they go for information, and how they want to engage. With this in mind, we developed a comprehensive digital marketing strategy designed to align JMH’s marketing efforts with their target audience and business goals.
Here’s what we did
1. Clarified target market and value proposition
- Conducted in-depth discussions with the JMH team to define their ideal customer and unique selling points
- Delivered a clear definition of their target audience, value proposition, and positioning
2. SEO analysis
- Reviewed website content and competitor sites to identify key search terms for organic rankings
- Delivered a targeted list of SEO keywords to optimize existing and future content
3. Content marketing roadmap
- Identified key content topics and platforms most likely to increase visibility and brand awareness
- Created a step-by-step roadmap for content marketing tactics and campaigns
Using this information to inform our strategy, we started by optimizing JMH’s on-page content and meta-data, focusing on local SEO improvements. We audited JMH’s online presence and revamped their social media strategy by identifying priority platforms. In addition, we created a new blog, implemented segmented email marketing campaigns targeting realtors and clients, and enhanced the website by adding a ‘Meet the Team’ section, testimonials, and refreshing the homepage copy to better reflect JMH’s value proposition.
We continue to create and refine marketing content for the company, focusing on strategic website updates, targeted content campaigns, engaging blog posts, segmented email marketing, and optimized social media efforts to ensure consistent growth and visibility.
Results
JMH has received plenty of positive anecdotal feedback on their content. Their revamped online presence has been a catalyst for positive conversations, more inbound calls, and credibility in the market. People are taking notice, reaching out to commend their content, and asking who does it for them!
Through strategic efforts, we saw a significant boost in website traffic and engagement, which has also translated into more inbound leads.
In the client’s words
Are your marketing efforts driving results?
We can help you troubleshoot the tactics that aren’t working and develop a strategy for long-term success. Contact us to schedule a consultation.
