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sifat
Feb 19, 2022
In Wellness Forum
Tips and strategies to apply to your businesses for digital marketing can be complex when your forte is building homes rather than building an online presence. Thankfully, the WSI network is full of experts in this space, and in our latest Expert Panel Discussion, they discuss some digital marketing best practices home builders need to know. We've put together this blog post to summarize our speakers' top digital marketing recommendations. Our expert panelists are: Denise Bowen – WSI Certified Agency and member of several marketing committees for numerous home building associations; Usman Amjad – WSI Paid Search Associate Director and PPC expert; Jason Gervais – WSI Certified Agency and veteran of the home building and improvement field. Some Home Building and Improvement Stats In case you're unfamiliar with this vertical, here's what you need to know about this space when it comes to marketing: 53% of home builders said generating traffic and leads was their top marketing challenge. 42% of home builders didn’t know which marketing approach gave their organization a higher return on investment. 88% of consumers trust online reviews as much as they trust personal recommendations. 53% of buyers start their search online to solve all their home building needs. This space needs digital marketing support and expertise to ensure that their marketing budgets are being spent wisely and lead to strong ROI. Common Challenges for Home Building and Home Improvement Business Owners Many contractors are exceptional at their trade, which leads them to open their own business. However, not all of these business owners are familiar with digital marketing and how having a digital marketing strategy can work for them. Many of our home building and improvement clients also battle to land their ideal clients. Improving the quality of leads starts with pinpointing the right keywords and search phrases to appeal to the audience that brings in the type of work our clients want. Our experts recommend that home builders be clear about what makes them stand out (price, quality, speed, etc.) from the competition in a flooded market. In such a seasonal industry, home building and home improvement clients may find it hard to scale staff to meet demand. Our experts recommend using marketing automation to save staff-hours and offer immediate engagement with prospective and current clients. Especially during the busy season, when owners are on job sites, automated lead handling creates an excellent first impression. Additionally, automation helps manage the flow of inquiries by pre-qualifying leads with fields and forms to filter them. Keys to Successful Marketing Campaigns Our experts recommend home building and home improvement clients speak to their target audience with content and video which represents who they want to work with and what kind of work they want to do. It must be obvious which types of projects your business specializes in. And in such a visual industry, business owners need to make sure they have high-resolution, high-quality photos to showcase their work. Because this is a sector where competition is ever-increasing, home building businesses can stand out with online word-of-mouth. It's critical these businesess have an ongoing strategy to get high online reputation ratings and updated reviews. Stipulate the purpose of each online marketing campaign (such as lead generation vs. brand awareness) because that makes all the difference in the approach. This allows business owners to focus on high impact, quality content (text, videos, images) that highlights their Unique Selling Proposition (USP) and differentiates their company. Another recommendation is that home building and home improvement clients have systems to measure how much website traffic they're getting and how this traffic is landing at their door. Measure what your visitors are looking at, what they are looking for, their activity levels, and what the actual conversion rate is. Clients should define their messaging and strategy before jumping into paid search so that they can concentrate on high value, high revenue transactions. Use tools such as Google’s in-market audience targeting and custom intent audiences to find people currently researching home building and home improvement solutions. Enriching educational content is a powerful tool that can be used to nurture relationships throughout the decision-making process. Purchasing a home or engaging in a home improvement project is a considered purchase, so the buyer’s journey will be slower. Strong content that can be slowly dripped to potential customers, such as guides and brochure downloads, will allow home building businesses to capture prospect's details and add them to their database for email and social media marketing. Make your CTA clear at every step of the way. Latest Trends in Home Building Our experts see that the use of longtail keywords and innovative PPC (in conjunction with the rest of your marketing efforts) is generating the best results for Photo Editing Services their home building clients. They recommend that business owners don't try to market all of their services at once – focus on one set of keywords per campaign. Our experts recommend looking into a more client-involved way of working, e.g., a digital portal to track products, colors, progress photos, etc. A home builder's online presence is their most important marketing tool. And with the impact of COVID-19, it will be essential to feature projects such as home offices and outdoor living spaces, which are more in-demand than ever before.
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sifat
Feb 19, 2022
In Wellness Forum
The buzz about the European Union’s upcoming General Data Protection Regulation (GDPR) is gathering steam as the date of enforcement, i.e., May 25th, 2018, draws close. One of the much-discussed elements of this law is the new guidelines it has laid down for data controllers and processors. While the GDPR retains some of the obligations that the Data Protection Directive places on both parties, it has introduced some new ones too. In this blog, we will discuss the data processor and controller responsibilities that the GDPR has conferred on each, and provide insights into how an organization, whether it is a controller or a processor, can start preparing itself to be GDPR-ready. Open notebook, with 'get ready for gdpr' written in black ink. Who is a Data Controller? What is the Definition of a Data Processor? In today’s digital world, data collection and storage is more of a norm than an exception. Businesses may collect individual data for advertising, marketing, analytical, or research purposes. Each time a business collects and processes an individual’s personal data, it does so as a ‘controller’ or a ‘processor.’ In Chapter 1, Article 4 of the GDPR the two are defined as below: ‘Controller’ is “the natural or legal person, public authority, agency or other body which, alone or jointly with others, determines the purposes and means of the processing of personal data.” Processor refers to “a natural or legal person, public authority, agency or other body which processes personal data on behalf of the controller.” If an organization controls and is responsible for the personal data that it holds, it is a data controller. If, on the other hand, it holds the personal data, but some other organization decides and is responsible for what happens to the data, then it is a data processor Data Controller vs. Data Processor: Who is Impacted by the GDPR? The answer to this is both. Under the outgoing Data Protection Directive 95/46/EC, only controllers are liable for data protection noncompliance. However, the EU General Data Protection Regulation (GDPR) will strike a balance by allotting direct obligations to data processors as well. According to Article 83, in the case of non-compliance, fines can be applied to both controllers and processors. These fines shall be imposed regarding “the degree of responsibility of the controller or processor taking into account technical and organisational measures implemented by them.” This represents a significant change and will dramatically increase the risk profile for entities, such as cloud and datacenter providers, that act as data processors. However, the impact will also be felt by controllers who engage their services as the increased cost of compliance may lead to a consequent increase in the cost of the processors’ services. Controllers will also have to be extra vigilant about the processors they engage with and ensure that they have the technical and operational measures required to be GDPR-compliant. What are the Data Controller’s Responsibilities? Now that we have established that both the controller and processor will share data protection obligations, let’s delve deeper into their responsibilities. The data controller is the principal party for data collection responsibilities. These controller responsibilities include collecting individual’s consent, storing of the data, managing consent-revoking, enabling the right to access, etc. It has to possess the ability to demonstrate compliance with the principles relating to the processing of personal data. These principles are listed in the GDPR as “lawfulness, fairness and transparency, data minimization, accuracy, storage limitation and integrity, and confidentiality of personal data.” The GDPR provides additional detail on how organizations can demonstrate that their processing activities are lawful. If an individual revokes consent, the controller will be responsible for initiating this request. Therefore, on receipt of this request, it will be required to ask the processor to remove the revoked data from their servers. If there are several organizations that share the controller responsibilities for the processing of personal data, the EU GDPR includes the existence of joint controllers. The joint controller is expected to determine their respective controller responsibilities by agreement and provide the content of this agreement to the data subjects, defining the means of communication with processors with a single point of contact. The GDPR makes joint controllers fully liable. The outgoing Directive exempts controllers from liability for harm arising in cases of force majeure or unforeseeable circumstances that prevent them from fulfilling their contractual agreement. The GDPR contains no such exemption, meaning that controllers may bear the risk in force majeure cases. The controller will have to record all data breaches. They are obliged to disclose any data breaches to GDPR-enforcing authorities on demand. Since the 72 hour deadline for reporting data breaches is likely to prove extremely challenging for the data controller, experts advise organizations to appoint a person to take responsibility for reviewing and reporting data breaches, and implement clear data breach reporting policies and procedures, as required. The controller is expected to work only Philippines Photo Editor with those processors that have the appropriate technical and organisational measures to comply with GDPR guidelines. In other words, data controllers, i.e., customers of data processors shall only choose processors that comply with the GDPR, or risk penalties themselves. As supervisory authorities enforce penalties on controllers for lack of proper vetting, processors may find themselves obligated to obtain independent compliance certifications to reassure controllers who wish to avail their services. They may also need to take steps to secure data, such as encryption and pseudonymization, stability and uptime, backup and disaster recovery, and regular security testing. It is likely that processors located outside the EU may resist the imposition of these new obligations, potentially making it harder for controllers to lawfully appoint their desired processors, and resulting in more complex negotiation of outsourcing agreements. What Will a Data Processor Have to do to be GDPR Compliant? The processor is forbidden from using personal data it is entrusted with for purposes other than the ones outlined by the data controller. Upon request, the processor has to delete or return all personal data to the controller at the end of the service contract. It can transfer personal data to a third country only after it receives legal authorization. It has to obtain written permission from the controller before engaging a subcontractor and assume full liability for failures of subcontractors to meet the GDPR. The processor has to enable and contribute to compliance audits conducted by the controller or a representative of the controller.
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