Must-read for real-estate marketers! 5 tips to boost your digital campaigns

With the recent outbreak, focus has shifted to all things digital, and lead-to-sales, consumer-facing businesses are no different.  

As online channels start to gain more attention, managers are finding ways to ensure their campaigns deliver optimum results.

Besides the usual campaign optimization routines, what else can you do?

1. Analyze and learn

First and foremost, it is important to know why your campaign isn’t working. Go through your existing campaigns and evaluate each of them in terms of Impressions, Clicks, CTR, Conversions, CPC, and CVR. Get the KPI’s and ROI you have now and compare it with your target. If they’re not even close then you need to change your strategy.  

Review and audit your advertising message for ambiguity and clarity on the nature of your business. For example, if the message may give the impression that you cook and deliver pizza, but actually you only cook it without providing the delivery service. You need to change it up. Together with the message text, check your visuals and their appeal to the target audience. 

After doing a full analysis, point out what needs to be paused or removed completely; anything that draws from your success and spends money without results needs to go. You can create brand new ads or change the existing ones - or even test between the two to see which one works better. learn from your mistakes. Also, don’t forget to analyze your competitor’s strategy - it will give you insight on your campaign as well, but be unprejudiced, then you will be able to implement their strengths without their weaknesses.  

2. Build a recognizable brand identity and stick to that

Have you ever seen a company succeed in the long-term without proper brand identity?

It goes without saying that every enterprise, big and small, must have its own unique brand identity that is easily recognized. Keep in mind that brand image is different from the brand identity, a good brand image is a direct result of a properly built brand identity. Jeff Bezos once said “Branding is what people say about you when you are not in the room” - your brand shapes the impression you give to your customers. 

The question is what your brand identity consists of? The answer is simple: it consists of the message of your brand, the values, the way you communicate and the impression to the audience. To keep it short, it is something that everyone will think of whenever they see your logo. 

3. More content

Be aware of what your readers want to read and what is trending at the moment - go through different platforms like Reddit, Facebook, or LinkedIn. For the latter two you also can research more about its hashtag functionality - remember the “trendier” the hashtag, the higher reach will be. Also regularly run through the world and the industry news to have a clear picture of what’s on people’s minds. 

Be consistent with the design of all your visuals in terms of colors, style, and characters if you have such. An excellent example of this is Duracell - they place their rabbit mascot in every ad and they always ensure each ad is consistent with one another. 

Post often, but also make sure to offer something useful with your posts - information or video that clients or prospects can utilize.  

4. Take use of predictive analytics

Predictive analytics is one of the most helpful tools for digital marketers allowing you to understand, analyze, and forecast future shifts in marketing trends by relying on data science. According to Salesforce, 91% of the marketers are either already fully committed or about to implement predictive analysis to boost the campaign results. They also found out an increase of 26.34% in total orders after the implementation of predictive intelligence in their work. 

These are the ways it can assist you: 

a) Consumer behavior

If you know your customers’ past interactions, you may predict what they will be doing in the future. This can aid you to shape your own behavior towards the customer. You will know the context of the message the customer wants to see in the ad, The best time to launch it and the emotions you can trigger to make sure you get an enquiry.

b) Resources optimization

What type of ad gives the best ROI? it’s much easier to optimize your budget when you have this info. Another question is how to measure the ROI of a marketing campaign in the most convenient way possible. Tools like SalesCandy’s project’s CPX can help you to track real-time marketing ROI for all your online and offline ads, allowing you to make comprehensive analytical reports. Using this data you will always know the exact spend and result of your ads. Contact us for a demo today.

c) Lead scoring

Time is money and as a salesperson, you can’t spend too much time on low-quality leads. No one wants to spend enormous amounts of time and money on a prospect that will turn cold at the last minute. Predictive analytics can determine which potential consumers will likely turn into a sale and which are better to drop.

5. Remarketing

If your potential customers didn’t pull the trigger on your product this time, they may change their mind later on. This is why we have remarketing. Generally remarketing is seen as one of the more cost-effective channels as potential buyers are already aware of your brand and products. Bare in mind there is still work to be done to convert them. 

You can come back to your old ads and look at the message they give. Now compare it to the engagement rate. You can run another ad containing new emotional triggers. It was proven in studies done by Nielsen that emotional-based messaging and brand favourability are strongly correlated.

Source: https://www.nielsen.com/us/en/

Finally, analyze your website visitors performance with web Analytics tools to see where your potential customers left off to give you insights on how you can continue to communicate with them.