Marketing Srategy for online marketing

Today’s businesses need an online marketing strategy to succeed. While every business’s strategy may look a bit different, there are some common threads that hold most of those successful strategies together.

Members of the small business community have plenty of tips to share when it comes to successfully marketing businesses online. Check out their top tips below.

Make Your Way with Social Media

Social media isn’t a one-size-fits-all solution. You have to determine the strategy that is going to work best for your business, as Rachel Strella of Strella Social Media discusses. And Strella elaborated on these suggestions in a conversation in BizSugar community.

Super Charge Your Local Search Results

Even for local businesses, online marketing can make a huge difference. Local search, for example, can help to bring new faces to your store, restaurant or other local business.

Think About These Things for Your Website’s Social Sharing Features

Letting customers or followers do some of your online marketing for you can really help out and save you time. But you need to make sharing your content easy for them.

Keep Up with Marketing Technology Trends

Thanks to technology, online marketing is constantly changing. That means that you need to keep up with the new trends in order to stay relevant to tech savvy consumers.

Grow Your Website Traffic

Content creation can be a key part of your online marketing strategy. But you need to build traffic in order for your content to be effective. .

Expect These Things When Joining Social Media

As a small business owner, the idea of joining various social media sites and regularly using them as part of your online marketing plan can seem daunting. .

Use These Best Practices for Twitter Polls

Twitter’s polling feature can help you to gain insights and interaction from your followers on the platform. And the microblogging site has now revealed some of the best practices that people should use when running polls, which Matt Southern covers in this Search Engine

Consider Starting Your Own Podcast

Lots of businesses have websites and social media accounts. But starting your own podcast can really help you to stand out in today’s business world. 

Create a Content Anchor

When creating content for an online audience, the length and quality of your content can make a big difference in how many people see and interact with it.

Use Influencer Marketing That Works

Influencer marketing is a relatively new concept to a lot of businesses. But it can really jumpstart your online marketing efforts if used correctly

4 Simple Tips to Amplify Your Content-Marketing

Content marketing is an important component of every digital-marketing strategy. It serves several purposes, such as:
- Building brand awareness
- Assisting in lead generation
- Providing answers to common questions, giving the prospect the information he or she needs to make a purchase decision
- Pushing “on the fence” prospects to convert
- Attracting inbound links for search-engine optimization purposes
- Expanding your reach via social sharing
While most businesses know they need to do content marketing, many don't gain much traction.
In an effort to help you improve your content-marketing efforts, here are some tips that will greatly improve your results.

The Keys to Mastering Marketing in Today's Noisy Marketplace

Today's marketing environment is noisy and crowded. It's like standing in a packed ballroom where everyone is shouting at once.
The good news is we have many new techniques and tools available to promote our products and services. The bad news is the chaos and clutter get increasingly worse as more and more organizations adopt those tools.

How do you get heard above all the noise?
Take these key steps:
Understand and internalize the timeless truths of marketing.
Get up to speed on today's new digital realities.
Focus on the momentum factors that can make or break a marketing team.

7 marketing musts for startup, independent brokerages

Despite the experience you have in real estate, launching your brokerage firm will come with an entirely new set of challenges. To get your startup off the ground, you’ll first have to lay a foundation — aka get your marketing in order.

Gaining market share will require both time and money — and more money. Failing to invest the appropriate amount in your branding and marketing could stunt the growth of your company before it’s even developed. The majority of businesses fail. Without proper marketing and branding, yours will, too.

Regardless of how many deals you closed each year as a real estate agent, you’ll have to work to re-establish your credibility as an independent broker. Below are our seven marketing musts to ease your transition.

1. Set aside a marketing budget

You will need to advertise in print publications and online. You’ll also need to produce collateral materials and maintain an active marketing strategy with many moving parts.

Without a budget, you are extremely vulnerable to impulse decisions and many disjointed marketing tactics that don’t work toward a common goal.

Without a budget, you are vulnerable to impulse decisions and disjointed marketing tactics.
A full-service marketing firm will be able to help with the creation of an effective marketing budget and, depending on your goals, a good starting point should fall between $250,000 and $500,000 to launch your brokerage firm properly.

2. Create a marketing strategy

Your goals might sound something like: recruit top-producing agents, establish awareness for the brand, generate leads, gain favorable listings and so forth.

Beyond your goals, you will have to define your niche, purpose, competitive advantage and overall specialty. It will involve looking at the competition and determining what you can offer to differentiate your brokerage.

It will also mean establishing a plan on how to achieve your goals, including which media you will participate in and why.

3. Establish a professional brand

If you rely on subpar branding, your business will lack a solid foundation. A professional brand is one that works well in every application, is consistent and, most importantly, is effective.

A credible, trustworthy brand will help recruit top producers and generate leads. During this part, you will establish your businesses personality both visually and in writing.

A credible, trustworthy brand will help recruit top producers and generate leads.
Creating a well-recognized brand is the greatest key to success in real estate, which makes it essential to dedicate your time and money to do it correctly.

If you brand your business effectively, you can depend on years of reliable revenue from repeat business.

4. Create a functional website

Technological tools are going to play a critical role in attracting top-producing agents to your firm, as well as generating buyer leads.

Your website provides a high level of functionality and a tool for several years to come. A site with an IDX feed and proper lead management is a wise investment for startup brokerages.

5. Create a branding campaign

Being new in the world of independent real estate, you’ll need to introduce your business, which means more than just listing ads.

You will need to promote your business with “branding” ads. This is where you will have the opportunity to make an impression and begin achieving recognition in the local community.

A branding ad will be based on lifestyle, not the homes you list, and will work to strengthen your brand position and messaging.

The goal of a branding campaign is to promote your brand through print advertising, online advertising and various pieces of collateral.

6. Execute your marketing campaign

Once you have everything planned, you’ll begin taking action. Taking action means utilizing the emails and direct mail pieces you send, as well as any advertising in which you engage.

This is why step two, creating the marketing strategy, is so crucial. Without employing a strategy, you will not have a clear direction, method or budget.

You need to plan ahead of time to ensure the execution process is smooth and efficient.

You need to plan ahead of time to ensure the execution process is smooth and efficient.
7. Build a marketing plan for your agents

Your agents are an essential component of your overall success. Thus, you will need to a create a structured marketing plan for them as well.

They will need to have guidelines that show how they can use the brand while also keeping them in line with your consistency and strengths.

By giving them brand guidelines and advertising plans, you will help to promote your brand as well. It’s giving them freedom while preserving your brand. Top-producing agents will love that.

Starting a brokerage firm from the ground up takes a lot of time, hard work and dedication, but it’s not difficult if you have a plan. Although everyone wants to believe that starting a business is as easy as hanging a sign on your door, it’s not. Do you want to be in the 10 percent of new companies that survive year one?

Do you have any tips for starting an independent brokerage? Please continue the conversation in the comments section below.

Laura Ure is the CEO of Keenability, a marketing agency specializing in lifestyle marketing that targets the affluent buyer


The Social Marketing Formula that Gets Results

Many organizations lack a coherent story about why they’re doing social marketing or what they hope to achieve. They may began their social marketing initiatives based on the belief that social listening, sharing, or engagement is a good idea. After all, their customers hang out on social networks. Yet, many of these organizations lack a concrete thesis around why these connections or engagements are valuable, according to Julie Hopkins, managing vice president Gartner for Marketing Leaders. Their programs have grown to more networks, more resources, more content, more tools – many still without a good thesis.

Everywhere, yet nowhere
As a result,  many social marketers today maintain too many customer dialogues in too many places and too many formats, managed by too many workflows. They are everywhere, and yet nowhere, all at the same time. As a result, unless they are also relentlessly pursuing a thoughtful measurement strategy, they struggle to pinpoint the value the organization is receiving for their social marketing investments, or which social content or tactics drive results. Even marketers who have extensive dashboards to track their social activities are often long on metrics, but short on insight. Our simple formula will help focus your social marketing strategy for greater success.

Test your strategy
To succeed with social marketing, you need to be able to articulate a crisp, complete story. To test your social marketing strategy, see if you can easily complete the following formula by filling in the parentheses with the appropriate response:

Fill in the blanks by answering these five questions:

Who do you want to engage?
Where will you find them?
How will you engage them? (What will you share that they value?)
What will happen as a result of your engagement?
How will you know you succeeded?
Turn strategy into campaigns
Take these two examples of companies that identified their audiences and then explored how to engage them with compelling content.

A beauty brand seeking sales might court user-generated video product reviews or usage tips from bloggers, and publish them in a common space (such as a YouTube channel or microsite), with links to purchase highlighted products.
A global coffee brand wanted to increase loyalty and repeat purchases. It sponsored a series of in-person events featuring master baristas. The brand captured their expertise on video, and in a series of “how to” articles and custom recipes, that could be published and shared in multiple formats. A closed community of loyal consumers of the brand’s coffee and coffee machines finds this a valuable “perk” of ownership. Content consumption in the community translates into increased consumption of the brand’s coffee and specialty equipment.
Define success
After determining who you want to engage, where, and how, it’s important to define metrics that will tell you if your social marketing investments are paying off. Often that means avoiding easy measures of activities on your social site such as counting the number of fans/followers/likes, or simple engagement with content, in favor of more telling measures of engagement. Those metrics should link to the business outcomes you prioritized.

For example, the coffee company in our previous example would want to measure the increase in repeat purchases by customers who engaged with the barista content. To get these numbers, marketers would have to:

Establish a benchmark for repeat purchases before the campaign begins.
Connect the customer across social and commerce channels.
Devise a way to attribute revenue to the social channel (e.g., social-specific offer code, cookie tracking across channels, or connection back to known customer record).
While seemingly obvious, it is often amazing how often “numbers we can get to” replace “numbers we need” for insight on monthly reports or performance trackers. Social marketing frequently falls victim to this, given the ease and transparency of “countable stuff.”

Set metrics in advance to ensure that you’re not throwing good money after bad, or optimizing toward an unprofitable outcome.

Gartner for Marketing Leaders clients can read more in the report Use this Formula to Focus Your Social Marketing Strategy.