Situation
A major UK housebuilder determined their digital processes and presence was possibly not as effective or efficient as their customers demanded. Leads and sales were good, but the onset of lockdown brought a range of issues into sharper focus. How to engage house buyers in a remote environment, convert web visitors to action. All digital activity was oriented to generating the maximum number of house buying contacts. But how effective was this approach?
There was a recognition that the website, digital assets and digital skills in the business needed enhancing and improving. Senior Board members researched possible unique resources to help with the issues. On the recommendation of another housebuilder, discussions were initiated with Braid, a consultancy specializing in digital strategy, with an extended background in working with housebuilders.
The Brief
Several initiatives were underway, including a website rebuild, advertising review, portals review, CRM plans and a range of product/promotional initiatives. I was tasked with a range of issues.
- Review current approach to the development of Digital Marketing capabilities with recommendations on how to significantly accelerate delivery (including costs, resources, timescales. Measures of success).
- An assessment as to how the long-term Digital strategy can challenge/exceed the Best-in-Class examples of marcomms and online services. Plans required on how to address the gap.
- Support the implementation of recommendations.
- Assess the internal capability to deliver the activity outlined in the amended strategy.
- Identify and scope any third- party requirements and support, including CRM.
- Review current marketing campaigns to recommend any improvements (including: Marketing approach; ability to capture customer data; ability to monitor progress and use customer in sight to generate leads; return on investment; timing).
- Supporting Implementation of any agreed areas of improvement, monitoring and measuring the success of this campaign.
An important requirement is that the ongoing progress of the current programme of work is not disrupted.
The Review
The team had identified the website was in need of much work;
- No editing control (dependent on agency)
- Slow developments (creatives, page structures, site services)
- A range of optimization issues
Reviewing the plans for the website, it was clear the costs being quoted, the platform proposed, and the project plan/deadline would not be appropriate. I developed a new brief, and project plan. A range of agencies were identified, brief provided, and proposals assessed. I then managed the agency and client to ensure the project was delivered within a tight timetable, budget and meeting all objectives.
The results were a new (WordPress) website in under 7 weeks, at a considerable saving on the original cost. The project put all contracts and editing in the clients control, including all accounts, hosting and tracking. A research programme was immediately launched, with ongoing variant testing based on data and 3rd party research. New cta’s and forms resulted in a major uplift in online conversion. Training for the marketing team to use the system was undertaken pre/post launch.
Apart from the website launch, the strategic review highlighted a range of issues, and opportunities.
- Supplier reporting; interpretation/actions
- Internal reporting; clarity, explanations
- Marketing spend efficiency
- Traffic routes underutilized
- Team skills
- Customer management issues (CRM, nurturing etc)
I developed a short/medium term plan to prioritise further changes to the digital activity of the business. This resulted in a full team training programme (including delivering one to one mentoring). Continuous assessment resulted in a stage 2 training plan 6 months on.
The supplier review resulted in a variety of changes. A need to resource more activity in-house led to recruitment and a move of some activity in-house. I developed a brief for lead acquisition, identifying suitable suppliers and running the pitch process. The results were an expansion in the range of acquisition routes, a reduction in agency costs and a holistic strategy ensuring awareness, engagement and lead quality were coordinated.
The email campaign methodology was also reviewed. GDPR-related issues as well as admin objectives resulted in a review and recommendation of new platforms/supplier. The transition was managed by me, with the future CRM strategy a key factor in the future proofing of the solution.
Web functionality and usability remained under the spotlight once the new website launched. The “best in class” objectives were applied to several functions, with Braid developing the briefs and managing the delivery of changes. As should always be the case, the assessments, improvements and new developments are ongoing.
