The Smartest Online Marketing Strategies for Real Estate Professionals
Some see content marketing as the latest online marketing trend. But if you’re a Copyblogger reader you know it goes much deeper, and longer term, than that.
Content is the smart, cost-effective way to market virtually any product or service. And real estate is no exception.
If you’re a real estate professional, then you want to generate more and better leads, and convert more of those leads into sales. And the best way to do that online is the strategic combination of content, social media, and search marketing.
You may not know that before I founded Copyblogger, I started a successful real estate brokerage — built entirely with online marketing. In fact, it’s the principles I refined in that business that led to the founding of Copyblogger. Because of that background, I’ve kept an eye on what works — and what doesn’t — in the world of real estate.
Online Marketing: Top Trends for 2013
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is by Sid Shah, Director of Business Analytics for Advertising Solutions, Adobe. A combination of established trends and new technology innovations will cause 2013 to be an eventful year for digital marketing. Here are a few broad themes I expect to dominate marketers’ attention in the coming year.
Mobile traffic will continue to sharply rise. In mid-2011, I predicted that one in five paid search clicks would come from a mobile device by the end of 2012, which seemed ambitious. It turns out that mobile traffic has already reached that mark. Indeed, by the end of 2013, one in three paid clicks could come from a tablet or smartphone.
Google confirms it has purchased online marketing firm Incentive Targeting, for an undisclosed sum
Today it was announced that Google has purchased online marketing firm Incentive Targeting. Financial terms of the deal were not disclosed. Prior to its acquisition, Incentive Targeting had raised $3.98 million in funding. The company was founded in 2007.
Google provided TNW with the following statement:
“We look forward to working with Incentive Targeting in our ongoing efforts to help consumers save time and money and enable retailers deliver relevant discounts to the right customers.”
The firm’s Series A round of more than $2.5 million came in 2010, putting a length of time between the purchase and its last infusion of cash. The company could have been looking to either be acquired, or raise fresh funds. In its announcement of its acquisition, the company noted that it had set out to do for online coupons what Google had manged to do for online advertising, making the category “simple, relevant, measurable, and effective.”
Online marketing drives sales at the register
Since the birth of the internet, entrepreneurs have looked online for a quick buck or instant millionaire status. For those in brick and mortar stores, the thought of potential customers turning to these ‘online jocks’ is concerning.
Recent studies show that a small percentage of shoppers are buying online but many more fall into the category of: Research Online Purchase Offline (ROPO). Essentially this means that many would-be customers are researching products online first before they decide to buy in-store. Ultimately this means if you do not have an online presence, your potential customers are looking at your competitors’ product range and not yours.
Studies and numbers
Recent research by Nielsen, comScore and dunhumbyUSA conducted over a period of two years found that there was a significant increase of in-store sales by shoppers who had seen online ads or search engine results compared to those who had not. In addition, nearly a quarter of such campaigns saw a boost of over 40% of in-store sales. eMarketer.com prepared a report at the end of 2011 that confirms that online advertising and marketing drives in-store revenues.
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To market goods without your own internet site, use social media marketing. It will require only minutes or so to put together a Flickr or Facebook webpage, and equally websites allow you to market place products to some vast viewers. When advertising and marketing on Youtube, take advantage of their trending issues. This may ensure that as numerous men and women as you possibly can view your back links.
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Nonprofits benefit from online marketing
With a large amount of today’s population turning toward the internet for research purposes, nonprofits can look forward to utilizing several different online marketing tips to spread their message. More people are looking to interact with organizations online, an excellent opportunity for nonprofits to promote their initiative.
Fundraising software company Convio recently conducted a study that found internet fundraising grew at an average rate of 15.8 percent in 2012. The study also revealed that the median amount of online donations increased 12.6 percent from 2011, with the median donation growing by 2 percent.
Business 2 Community offered various ways in which nonprofits can increase their online presence, namely email marketing and social media. The online business solutions website suggested incorporating an email marketing campaign that gives advocates options to explore the website, spread any organization updates and create personal relationships with followers. Social media can play a huge part in communicating with volunteers and donors, allowing them to see the ways in which their support is helping the company grow.
5 Things Auto Brands Can Teach You About Online Marketing
If you’re looking to gauge brands’ engagement with digital media, look no further than the automotive industry.
Auto manufacturer campaigns can be used as a barometer for reading both online marketing trends and effective tactics for several reasons. Auto brands represent a massive market. Borrell Associates forecasts that by the end of 2012, ad spending — both national and local — will increase 14% to reach $30.8 billion, making the automotive industry one of the biggest media buyers in the nation.
Many of those ad dollars end up online. Borrell predicts a 39% increase in online automotive media buys. By the end of the year, the company says, “$0.40 of every auto ad dollar will be spent on digital media.” In other words, car companies know their digital advertising.
Over the years, automotive companies have brought us some unforgettable campaigns, from BMW’s short online film series “The Hire” to Audi’s alternate reality game “The Art of the Heist.” We can learn a thing or two from these marketing mavens, even if our own products have nothing to do with the open road.
8 Social Media Marketing Mistakes and How to Avoid Them
Is your social media marketing campaign bringing in lackluster results? Turn things around by learning how to avoid mistakes and improve your social media marketing efforts. The following are eight common social media mistakes that are detrimental to your online marketing campaign and how to fix them.
Using the Same Page for Both Business and Personal Updates
Separate your business’s social networking page from your personal page. While posting the occasional personal update can help you connect with your audience, if you do it too often, your updates will start to seem irrelevant. Use your brand’s logo, ID, and tagline for your business pages. If possible, hire a competent web designer to build a custom page for your social media profiles. This will set you apart from the crowd and boost your brand’s credibility and professional image.
Pushing Your Products or Services
Social media outlets are meant for interacting with followers. Avoid pushing your products or services onto them. Instead, create specific pages for marketing your products or services on your website or blog. Establish relationships with your social media followers by listening to them, answering their questions, and providing prompt customer service. If you earn their trust, they will naturally become interested in your products or services.