HomeServe Digital Marketing Strategy

Strategy

The idea is to create short 15-25 second animations containing light-hearted tips, advice, insights and best practices for maintaining a healthy home, all fitting with HomeServe’s product line. Instead of a harsh sell, the animations allow customers to engage with HomeServe outside the time they consciously need to buy any products.

The aims:

1. To keep their name fresh and current during your customers “buying time”.
   
2. Increases the time a customer spends focusing on their brand rather than competitors.
   
3. Provides relatable support for reliable customers potentially increasing retention figures
   
4. Provides an additional platform to market other material
   

The social aspect will break the company - customer boundary and enable an audience to become more accepting of a genuine service.

Content can be submitted via email newsletters, e-flyers, social media platforms and on the company website making sure they engage with as large a demographic as possible. Creating a company video channel dedicated to these short animations will drive traffic via customers looking to solve or prevent minor problems; a slight focus can be laid on HomeServe’s strengths and prices for dealing with major problems or issues that can’t be self diagnosed.

The Intention:

The key point of utilising video strategy is the ease of circulation. Content can be distributed on all social media platforms allowing you to interact not just with current customers, but for them to spread awareness externally. The simplest example would be video marketing via Facebook/Twitter; likes, shares and retweets of interesting material will target and attract new business.

Maintaining a key link to a HomeServe landing page (Further Info on HomeServe covers/ Get insurance) relevant to the content of video assures acquiring more customers remains a true focus of the animations.

Using a subtle marketing medium to broaden the brands reach can still be supported with more traditional online marketing adverts. Videos can be supported by PPC campaigns further increasing the impressions and CTR of the other adverts running and the brand in general. It is then relatively easy to measure the performance metrics of the videos and their impact upon the adverts and brand; with a clear link to a landing page closing every video it is easy to measure the CPA of campaigns to improve future market analysis.

Advantages against other digital marketing strategies

• Distributable to current and future customers without the off putting “hard sell” tone
• Inexpensive – A back log of videos can be created and sent out periodically
• Clips don’t take up much of the audience’s time and are more palatable than written blogs or e-guides 
• Video media is easily circulated being the best way to increase brand awareness
• Increases SEO of website as a result of getting a high rate of play
• Creates an online presence that potential customers can interact with
• Videos can be supported by PPC campaigns
• It’s easy to build a reliable customer base by creating a strong video channel that an audience will continuously return to