The good news is that marketing done right can help to cater to your target audience whether you’re B2B or B2C and whether you offer a product or a service. When getting started with display advertising, it’s a good idea to test your ads across multiple platforms including Google, Facebook, Bing and LinkedIn. Search engine optimization, split testing, conversion rate optimization and other techniques will all help you to make the most out of your website. But the good news is that you’re probably already doing some form of content marketing whether you realize it or not. The field of content marketing is so vast that it takes a whole course to cover the best techniques. Direct email Email marketing might seem like old news, but that doesn’t mean it isn’t powerful. Guerrilla marketing Tech is about taking risks and trying things that others have completely overlooked. Likewise, guerrilla marketing and social hacking are about thinking outside the box and finding new ways to get the word out about your company. This also makes it impossible to define or to tell you how to get started; the best advice is to try everything you can think of and see what sticks, even if that means doing things that other companies would never even consider. To learn more about marketing your startup, check out our classes on the following topics: Content Marketing Strategy AdTech Getting Started with Email Marketing Konstantinos Vgenopoulos manages Digital Marketing at Miappi, a visual marketing platform.
Millennials held the highest share of home buying activity out of all other generations for the fifth consecutive year, according to the 2018 Home Buyer and Seller Generational Trends study from the National Association of Realtors. Just over one third of all home purchases were made by Millennials, who held a market share of 36% over the past year, up from 34% in 2017. Gen Xers ranked second at 26%, a drop from 28% in 2017, followed by the Baby Boomers with 32%, up from 30% in 2017 and the Silent Generation with 6%, down from 8% in 2017. NAR explained that Gen X buyers ranked second because Baby Boomers in the survey are segmented into two groups: younger Boomers, ages 52 to 61, and older Boomers, ages 62 to 70, and encompass a longer age period. But while Millennials held a majority of the share in the home buying market, low levels of housing inventory and higher home prices held back many potential buyers. Over the past year, the typical Millennial homebuyer had a higher household income at $88,200, compared to $82,000 last year, and purchased the same sized home at 1,800 square feet. “Prices keep rising for the limited number of listings on the market they can afford, which is creating stark competition, speedy price growth and the need to save more in order to buy.” “These challenging market conditions have caused – and will continue to cause – many aspiring Millennial buyers to continue renting unless more Gen Xers decide to sell, and entry-level home construction picks up significantly,” Yun said. But because of some of these challenges, the market has also seen an increase in multigenerational homes as more adult children opted to live at home with their Gen X or Baby Boomer parents, increasing from 30% last year to 39%. They are also buying condos in the city at a very low rate, and are the most likely generation to use a real estate agent with 90% of Millennials purchasing through an agent. Millennials answered that the top benefit their agent provided was understanding the buying process, and their share of 90% is up from about 84% from every other generation.
Tasty is one example in a massive trend that looks only to expand in the years to come, with YouTube reporting that video consumption rises by 100 percent every year and 80 percent of all internet traffic is set to be video by 2019. The immersive, quality content is certainly a huge reason why video has proven so successful, but there’s more. All this swiping and scrolling and visual clutter is rendering us almost incapable of functioning. Videos of 15 seconds or less are shared up to 37 percent more times than videos that last for 30 seconds or more. Mobile is by far the biggest driver of vertical video.” More social media platforms are also gearing up for vertical, including Instagram, WhatsApp and Facebook. Not only does this help enhance the user experience, but it drives qualified traffic to your site, filtering out the customers that are more likely to convert. It’s important for brands to have optimized video landing pages and video hubs, so they can control the user experience once the user has landed on your site.” The takeaway? Don’t be a one-trick pony Producing a digital video may take up more of your budget, but that doesn’t mean you should invest in just one video and use it across all marketing channels. Many marketers make the mistake of thinking a video is only used for brand campaigns and social media,” said Tyler Lessard, vp of marketing for Vidyard. It’s effective as part of email marketing, digital marketing, web, social media, brand and content marketing.” The takeaway?
What is a social media algorithm hack? To get more specific, I’m talking about any tactics or practices that attempt to circumvent or overcome limits or restrictions on reach or follower growth built into a platform’s algorithms — particularly those algorithms that control what is shown in the platform’s feed and to whom. Why did social networks develop feed algorithms? Why do marketers use algorithm hacks? Social media consultants, experts and tool creators increasingly shifted away from the time-proven fundamentals of real marketing to create and promote various tricks and hacks to try to bring back the “good old days.” Parallels to SEO In a number of ways, what was happening in the social media marketing world was a recapitulation of what had occurred in the world of search years before. A great example of this is the idea that enticing users top post the word “Congrats!” in the comments of a post increases the reach of that post. Some hacks might actually get you more reach or increase your number of followers or get you more engagement on your posts. Hacks don’t align with real business goals Sure, a particular hack might (for a while) increase your reach on a social network. So it appears that even Facebook’s own “hack” for followers can’t guarantee the followers it gains are truly relevant to your page’s target market. Build your social media strategy for the long term It’s time social media marketers adopted the same attitude.
Particularly for social media marketing, data science promises a lot. From advanced analysis of social media activity on branded content campaigns to create insightful user personas via social media listening, to complex data patterns made easy to understand via visualizations, to overcoming the perennial problem of ad fraud in advertising ecosystems, data science has potential applications that significantly improve social media for brands. It’s disappointingly common for people to use data science when they actually mean data analysis or analytics, and that’s not exactly right. Moving beyond word clouds with data-science-powered tools Word clouds have been trusted tools for social media marketers to analyze social conversations and understand what’s being discussed. BuzzGraphs, for instance, show you how words are linked, and which words are most frequently used. Based on the frequency of keywords observed, marketers can identify the most commonly discussed topics in social conversations. Such analysis can then group people together, separating weakly connected groups. Visualizations make it practical for marketers to understand these stories and generate insights that can massively improve social media marketing. Data-science-backed tools can transform how brands conduct market research using social media data. Social media listening platforms can allow marketers access to global conversations, bringing together large data volumes, capturing customer opinions and trends and feeding the data to a brand’s specific market research campaign: Begin with social media listening for researching a central topic.
A strong brand identity can be one of the most effective ways to solidify your message and let clients know what sets you apart from other real estate professionals. Understanding Personal Branding Personal branding is a marketing tool that aims to make you recognizable with visual elements and a unique voice. 3 Steps to Building a Personal Brand Know who you want to reach. When creating your brand, it’s a good idea to understand your audience. Who are the clients you’d most like to reach? What are their characteristics, what motivates them to buy or sell property, and what is the best way to connect with them? Answering these questions is an important first step to developing your own brand. What makes you unique and how do you differentiate yourself from other professionals in the real estate field? What is important to you as a professional? Another important way to stand out in the real estate market is to offer home warranties through American Home Shield®.
But now, the Urban Institute released a study that shows the actual data behind these factors, revealing what is really holding Millennials back. The generation's homeownership rate was 37% in 2015, about 18 percentage points lower than the rate of Gen Xers and Baby Boomers when they were ages 25 to 34. Here are five factors that Urban Institute found have kept Millennials out of the home-buying market longer than previous generations: 1. If the marriage rate in 2015 had been the same as it was in 1990, the Millennial homeownership rate would be about five percentage points higher. Greater racial diversity: White households have the highest homeownership rate by-far, therefore the increasing diversity within the Millennial population also contributes to the lower homeownership rate. Increased education debt: Student debt has been a growing problem, and could even be turning into a crisis. The Urban Institute’s data shows a 1% increase in student debt decreases the likelihood of owning a home by 0.15 percentage points. For those who are married, having a child increases the probability of owning a home by 6.2 percentage points. Also, a 1% increase in parental wealth increases the child’s likelihood of being a homeowner by 0.016 percentage points. The difference between the homeownership rate between the two groups increased from 3.3 percentage points in 1990 to 9.7 percentage points in 2015.
To help you strategize for 2019, we’re looking at three key Instagram analytics that can help you improve and develop your overall marketing strategy and drive more traffic your business. Engagement rates Knowing what kind of Instagram content resonates best with your audience could help you plan your content calendar and marketing strategy for the future. There’s no hard-and-fast rule when it comes to measuring your engagement rate, but most marketers will agree that it’s usually based around this calculation: divide the total number of likes and comments by your follower count, which will give you a percentage. Or you can use tools or apps dedicated to deciphering your Instagram Analytics, which will automatically calculate your engagement rate for each post so you can get a snapshot of what content ranks top of the list month after month. Your exposure on Instagram is linked to your post’s engagement levels. By paying particular attention to your engagement rate and the content themes that performed the best, you’ll find strong indicators from your target audience of where you should be investing your time, energy and budget. But with Instagram Analytics, you can focus on your click-through rate and the effectiveness of your link placement with Instagram Stories’ swipe-up feature and your link in bio if you want to drive traffic to your business’ site. Small changes to how you present your bio link will help drive your audience from your Instagram feed to your business website, where they can get more information, make a purchase or browse your brand in more detail. Monitoring the click-through rates of your Instagram Stories helps determine what content works best for driving sales to your website. By focusing on identifying your audience’s behavior patterns, gathering customer feedback and pinpointing what content resonates most with your followers, you’ll be armed with the best information to strategically invest in the future.
My advice at either end is to spend some time researching it – no one is going to have ‘completed’ their expertise in an area. I feel it’s important that people involved in this research do it as a deep focused individual activity. Allow the time for deep research, allow it time to gestate, and then come up with ideas. Mindmeister.com is a particularly useful group collaboration tool. Data validate ideas using the keyword-based tools Is there enough online interest in your ideas to return search volumes? There are really three main types of content that we need to consider (H/T to this earlier article on Stock and Flow) Flow: Content that has a short shelf life, but can be written to meet a given topical trend. Curation: The sources need to be researched, but unless people have already seen what they will be including, then the research time could be high. Create an editorial calendar using Trello When planning for content, the spreadsheet belongs in the bin. Trello is basically a multi-use project management tool that allows you to create lists of content. For instance, I have various lists for a travel brand.
Are you truly an “expert” at marketing your listings, your brand and your services? Even if you’re doing a decent job at marketing, the bar continually moves from average to exceptional. Your clients are looking for a real “deal,” so if you don’t have an exceptional value proposition to dazzle them with, you may be just another interview and find yourself competing with the crowd. About now, you may be feeling a tad frustrated and confused, battling to keep up with the next best platform even though you’ve barely implemented the last shiny new tool. Don’t despair! Elevate yourself to expert status with hyperlocal statistics, trends and data specific and relevant to that homeowner. Inform the seller of high-level marketing initiatives you deploy, such as single-property websites, the placement of an interactive voice-response system rider on the sign, and a list of lead generation tools, like geofencing strategies, that capture the power of mobile technology. Sellers have heard it all, and to book more business, you’ve got to up your game to go from now to WOW! Consider a refresh, revamp and redesign of your next presentation to get more listings with ease. For a complimentary Open House on Steroids Action Plan, visit http://bit.ly/2MffJrv.