The Landscape:

We’re living in the digital age and businesses are using different digital means to reach out to their target audience. Be it a website or mobile app, the intention of going digital is to increase brand visibility and user convenience. If we look at the Indian Real Estate market scenario, the industry is expected to touch $180 Billion by 2020. And, for any vertical, it’s a huge market size. The major contributors to this growth are IT, ITeS, retail, consulting and e-commerce sectors. With increasing demand for office spaces, the real estate companies are upbeat to offer customized, industry-oriented and convenient spaces. When it comes to government initiatives, the Smart City Project, where there is a plan to build 100 smart cities, is a great opportunity for real estate players.

The Challenge:

When it comes to challenges, the real estate market is always at the center. Be it volatile market condition, political situation or technology advancement, the real market is always on the run to overcome these challenges. If we look at these challenges, the technology advancement always keeps the sector on its toe. With easy and affordable access to technology, today’s buyers are keen towards convenience and simplicity. Concepts like AR, VR or even Drone, for that matter, making it easier for the buyers to make their buying decisions. Hence, to tap such a techno-savvy audience, real estate companies also need to adapt to a dynamic technological scenario.

The Customer Expectation:

The world is moving towards being more virtual, meaning while sitting in the living room customers can see or experience different types of products and services. Especially with VR, customers can have a 36-degree view of properties and locations. Mobile virtual reality applications make it convenient to share such experiences with friends and family. Hence, the trend is moving more towards convenience.

Digital Marketing Tools:

Website:

For real estate players, their digital marketing efforts begin with their website. As per the study by Google, around 80% of buyers or investors conduct online research or survey of all the available options before making any buying decision. Primarily, the real estate website should have project details, project location, compliance and legal information, project images, project amenities and most importantly, project offers. This allows potential buyers to make quicker decisions.

Social Media:

Having a website presence is one part of your real estate digital marketing strategy. The other part also includes increasing the visibility of the brand. Social media is one of the ideal ways to generate authenticity around your brand. It adds value to online presence by enabling consistent customer engagement channels. It not only enables faster customer connection but also serves the purpose of customer relationship management. Platforms like Facebook makes it convenient for customers to interact directly with the brand through messenger or regular messages.

Using an option like Facebook Live, a brand can launch or market their properties in a better way. Through Facebook Live, customers can directly interact with the brand and can solve their queries, if any.

Content Marketing:

Content marketing strategies like blogging, email marketing or infographics make are easier for real estate players to keep their audience informed and up to date. This is the easier way to educate the audience about a brand, market situation, legal compliance, policy change, new project launch and offers. Content marketing serves as an additional, yet key, strategy.

PPC Campaigns:

One of the best and trusted digital marketing strategy for real estate players. Based on the objective, target audience, budget, and geography, real estate players can go for PPC advertising campaigns. This not only gives quick results but also helps in driving traffic to the website.

Conclusion:
There will be constant updates to technology and user behavior. Real estate players need to adapt to different tools and strategies to be with the latest trends. The days are gone for traditional marketing route, now, it’s time to take the digital marketing route to be with the technology wave.

There is a tinny line of separation between industrial marketing and B2B marketing. We all know that B2B marketing stands for marketing products and services to the companies and not to the end-users. In the broader perspective, industrial marketing looks the same. However, there is a difference. This article primarily talks about what exactly is industrial marketing and what approach companies should take to drive and design their marketing efforts.

The industrial marketing is for the companies in the industrial sector, such as manufacturers, distributors, contractors and service providers. If you represent any of them, this article will help you streamline your marketing strategy to solve some of the following challenges.

• Lengthy sales cycle
• No sales and marketing efforts synergy
• Inability to identify marketing KPI
• Less visibility over quality leads

Traditionally, the industrial sector is more aligned towards offline marketing efforts, including events trade shows and cold calling. However, this article will help you streamline your online efforts to attain business growth.

For any vertical, the online effort begins with the website. Your website serves as an online identity for your business, enabling your audience to know your company and offerings. With this article, you will be able to generate quality traffic and convert your website visitors into leads.

Niche Audience:

We all understand that the buying process for the industrial sector is different than that of consumers. Hence, it requires a tailored approach. Your tailored approach should fulfil your buyers’ specific or very specific requirements. The biggest challenge for many of these companies is to maintain consistency with their customized approach. Ideally, the approach should be maintained throughout the phases of buying cycle.

The tailor-made approach should begin when their audience is at the research stage. In the industrial sector, the sales are lengthy and involve lots of money. Hence, the potential buyer had to undergo a research phase to identify and finalize the product. As a marketer, you can make use of customized content to reach out to your potential buyer while he is in the research stage. This approach would help you secure quality traffic to your website.

The second-level approach comes at the stage where the buyer has identified his requirement and looking for the right kind of product for it. Remember, content is your primary inventory, which will help you drive good results throughout the buying cycle.

When your potential buyer completes the research phase and enters into the requirement phase, the role of content becomes vital. Many of the marketers are tend to focus on selling their product features rather highlighting the solutions to your buyer’s problem. Remember, your buyer is more interested in finding the right product to meet his business requirement rather wasting time on understanding your product features.

The Strategy:

Your industrial marketing strategy should encompass all the possible stages of buying cycle with content being the central point of it. Apart from the content, the other components of your strategy should be:

• Your buyer persona
• Understand your buyer’s need
• Identify the platforms to reach out to your buyer
• Solutions to your buyer’s problem

Content, being the central character of your marketing strategy, needs to be delivered in different formats to reach out to your audience. From your website to your marketing efforts, content should play a vital role to provide consistent support to your strategy.

Keyword Research: Identifying right keywords will help you determine to include search queries used by your audience while searching for the product. This way you can also optimize your respected page for the better search performance.

Content Marketing: Content marketing is one of the ideal formats to plan, implement and measure as a part of your marketing strategy. Your consistent content marketing efforts will help you establish as a subject authority along with the better business growth. Content marketing becomes very important from the branding and customer acquisition perspective.

Social Media Marketing: No other component can beat social media marketing when it comes to customer engagement and brand building. Social media marketing will serve the purpose for you in following ways – customer engagement, branding, customer relationship management, lead generation, website traffic, quality referrals and reputation management. Content is the king of modern marketing, and social media marketing is an ideal way to showcase your content capabilities and authority.

Conclusion:

To make any marketing strategy successful, it is important to solve your customers’ issues. Your marketing efforts should deliver consistent solutions to your customers’ problems and this resolution can come in any format. Be it social media (video, live chat or messenger), mailers, content marketing (infographics), or website blog, your content should focus on educating your customers rather self-promotion or hype. The more you educate your audience, more they become brand loyal.

Today, we are living in the edge of content marketing and no business can ignore the importance of content from the marketing perspective. When we talk about marketing perspective, it encompasses everything, such as customer engagement, content reach, branding effect, customer loyalty and most importantly, lead generation.

When it comes to content marketing, businesses need to understand what to do and what not to do. It a well-known fact that many businesses are still in the nascent and experimental stage when it comes to content marketing. They are still figuring out the best approach.

When it comes to content, it needs to be dynamic (in its value), customized and precise. Let’s take an example of blogging. Blogging is the best way to achieve above three dynamics in the simplest possible way. According to Content Marketing Institute Research - Small businesses with blogs get 126% more lead growth than small businesses without. It means customers are attracting towards businesses who are investing and focusing a lot on content efforts.

Having said that, each content platform, be it website, social media, podcasts, webcasts, newsletters and blogs, etc., has its own style of functioning and approach. One size does not fit to all, hence customization comes into picture. To get the best results from content marketing efforts, every platform should be in sync with each other and this can only be achieve with consistency. 

The major problem most of the businesses face with content is maintaining its consistency. There are lot of factors that go into it, such as lack of content expertise, unavailability of skillful resources, no knowledge of tools etc. Moreover, this lack of consistency leads to the lesser quantity of unique content. Creating unique content for different platforms becomes a major headache for most of the businesses. Hence, this leads to ineffective content marketing strategy and approach.

So, considering this scenery, there needs to be some way around to get successful with content marketing efforts. Yes, there is a turn around. The best and simplest way is to outsource content marketing activities. Businesses can approach specialized agencies to do the stuff for them. This would be a win-win situation for businesses.

How?

With specialized agency, businesses can get following advantages.

1) Content expertise
2) Strategy-driven execution
3) Consistent measurement
4) KPI-based results
5) Performance accountability
6) Growth-driven approach

While looking at these advantages, it becomes easier and convenient for businesses to hire an agency to look after their content marketing efforts. This would give them better RoI with optimum resources.

If you want to know how Reeixit Media can help you streamline your content marketing efforts, please write to us at This email address is being protected from spambots. You need JavaScript enabled to view it. 

 

Content is one of the key elements of marketing, enabling better user reach and brand building. Irrespective of the vertical, target audience and geography, content paves the way for stable customer engagement. When it comes to education, content marketing becomes more evident and crucial. In today’s digital world, having online presence is key to every educational institution. This online presence comes in form of website, blog, social media, emailer and presentations. Being digital does not only validates success, as it needs to be supported by constant content efforts. And here comes the role of content marketing.

Being Digital:

For educational institutes, content marketing will help better brand building and knowledge source. Be it blog, social media posts, infographics, educational institutes can make use of these resources to educate their target audience, highlight USPs and gain competitive advantage. Moreover, it is now known fact that users want to get closer to the brand, which focuses more on educating its audience and drive authenticity through its constant content efforts.

The Audience:

According to the stats, the number of social media users is expected to reach to 258 million by 2019, with Facebook being the most popular. Facebook has the largest audience in India compared to any other country.

These stats showcase the growing momentum around social media and most importantly, its usage among youth. To tap such huge audience, educational institute needs to create ways to attract, communicate and convert. And content marketing is the best way to do it.

The Strategy:

1. Maintain strong and visible presence on social media channels
2. Invest in content marketing efforts, blogging, email marketing
3. Focus more on educating audience
4. Follow content consistency
5. Make use of available content in different formats
6. Create and optimize content repurposing sources
7. Create content for every stage of acquisition

 

In social media, Hashtags (#) are one of the key elements to create buzz around any topic, person or event. When it comes to platforms like Facebook and Twitter, Hashtags have different role to play. It is advisable to not to have similar Hashtag strategy on both the platforms. We will be covering Twitter strategy in separate article. This post highlights the way in which businesses should use Hashtag.

On several occasions, during marketing efforts, quantity overpowers quality and that’s the main reason why many businesses prefer too many hashtags into their Facebook Page content. There is no thought process involved, no strategy planned and no content benchmark set. It is like adding hashtags for the sake of adding and with no value attached to it.

Here are some common mistakes that businesses make.

• Too much use of hashtags
• There is no conversation objective
• There is no content value
• No specific hashtags
• Creation of meaningless hashtags

Will it have any negative impact on my business or social presence?

This would be a very common question that businesses may ask. In my personal opinion, the answer to this question is yes. The impact of this can be measured into:

• Lack of customer engagement opportunities
• Limited content reach
• Less readability
• Lack of targeted visibility
• Irrelevant conversations

The purpose of social media is to initiate stable customer engagement and generate conversation opportunities. Creating specific and meaningful content is the key to achieve this objective. However, sometimes, businesses focus only on content and not on the precision and usability.

What’s the right number?
According to the experts, use of 1-2 precise hashtags generate more conversations, and as you increase the number there is a fall in conversations. Remember, people have very short span of attention and to utilize that you need to be very specific and precise. So, use hashtags smartly and precisely.

Takeaway:

Content is the key to your social media presence. Use of right hashtags will help you increase user engagement, brand value and customer attention. Make sure you use relevant hashtags on Facebook to drive dedicated conversations around it.

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