With a title like that, you may be wondering the angle of this blog. Simple: not all written content is as easy to read as others. Researched search engine optimization, and you should come across the concept of “readability” as a part of SEO. “Readability” measures how well your general audience understands your writing. A complex concept with industry jargon, like a high-level SEO guide, wouldn’t be as easy to read as a blog listing the top retail centers.
December is a tough month. Businesses start to “wrap up” activity for the year. Many service industries see a drop in spending as some fiscal years close. The demands on people’s personal lives make focusing on work challenging. Even as activities wind down, people and businesses are thinking forward to next year’s goals. It’s never too soon to think about 2019 and how can social media keep your brand top of mind on January 1.
The holiday season is the perfect time for reflection. A lot can happen in 12 months. Think about the social news that dominated the year: Facebook data scandals contribute to the platform losing its luster, Twitter doubled its character limit, Instagram is rising to the top. And how about in commercial real estate? WeWork has received billions more in funding, more big-box retailers have shuttered doors, and industrial real estate generally continues to perform well. Combine the two, and there is a staggering amount of news to follow.
Personalization in content marketing will be one of the big trends in 2019. We’re seeing it happen already. Personalized emails increase transaction rates six times, but this trend is going beyond the “Hello [first name]” mail merge options. Apparently, 60 percent of marketers are struggling to deliver truly personalized content. What else can you do personalize your marketing?
Facebook delivers variety when it comes to visually marketing our content. Knowing that people are visual, we have an array of options to upload our best photography or videos. What can you do to optimize the reach of these images on Facebook? Here, we’ll cover the different options, their advantages, and give examples of what you could do with it.
Instagram currently has more than 800 million users on a monthly basis, making it a huge platform of opportunity for B2B brands. Although you make think that your company or brand isn’t relevant on this platform, there are thousands of companies and brands using Instagram to bring awareness to their services and products, engage with their audience and to attract new clients and customers.
Our Meet the CREators series focuses on individuals in the commercial real estate space crushing social media and blogging. They are leaders not necessarily because of the number of likes, although their work often has a loyal following. To truly be a CREator means delivering consistent, creative content that dominates their niche.
Fun fact: Twitter turned twelve years old in March 2018. The first message? Founder Jack Dorsey’s “just setting up my twttr.” Today, the social platform reported 326 million active users in 2018’s third quarter and generated $758 million in revenue.
As a parent, I know it’s tempting to do it all. If I’ve learned anything from working in social media, it’s that we need a plan. When we try to do everything at once, some critical piece will end up falling behind. For startups tackling a field as massive and complex as social media, you need to thoughtfully research the best steps to take as a newbie. Take our advice and avoid these mistakes.
Social media is one way to set yourself apart of the crowd when attending ICSC NY Deal Making or CREtech NY. Your blog is another tactic to building buzz for your brand and getting the most from these events. Try these strategies to get the most of the events.
Cookie cutters are for cookies, not blogs. Not all your posts need to be uniform. Break away from the formula of “2-3 sentence intro, 3-6 headers, 3-4 sentences, conclusion.” Keep your audience engaged and your creativity flowing with some different blog formulas!
December is such a huge month in the commercial real estate world! Two huge events are simultaneously taking place in New York City. CREtech’s New York Venture Conference December 6 is the largest event of our year-long programming schedule delivering the best in CRE technology. Then the International Council of Shopping Centers has its annual New York Deal Making event December 4-6. With all the chatter around these two events, how can you get noticed?
The Plymouth colonists and Wampanoag Native Americans first gathered to celebrate the autumnal harvest nearly 400 years ago. The colonies continued to host days of giving thanks until President Abraham Lincoln made Thanksgiving Day a national holiday in 1863. Each year, we gather with family and friends to celebrate the fruits of our labor.
A recent conversation with an industry professional inspired me to think about how social media and blogging can help property managers and owners get their tenants to stay. “Stickiness” tends to be a retail concept, but the idea applies to multifamily and office properties, too. Keeping the tenants you have is more cost efficient than finding new ones. Loyal tenants build the foundation of a successful commercial property.
We want results. Every marketing action aims to drive the bottom line. When a blog isn’t performing up to snuff, it’s easy to want to cut it from your marketing strategy. Why waste the time if it’s dying? Let’s take a look at some of the mistakes bloggers make that cause blogs to wither away.
Over 700 million people now use Instagram, the visual sharing platform. No wonder more CRE companies are looking at Instagram to engage with their audiences! Today, Instagram ranks highly for overall engagement among industry professionals. One professional predicts Instagram usage will overtake Facebook by 2020. Why is Instagram getting all the buzz?
The fairytale goes like this: an expert starts blogging. People read it, love it, share it. Soon, invites for guest speaking gigs roll in. New clients contact you interested in conducting business, citing your blog. Brand awareness is constantly building, proven by increasing web traffic. Your brand goes from a “who?” to a “whoa, that’s so-and-so.”
A good infographic is kind of fun. It’s an eye-catching way to simplify and translate otherwise boring information. A good infographic is more likely to be shared on social media than a link to a dense blog, no matter how worthy the information. How you can you use an infographic in your social marketing strategy?
The blogging world is filled with voices, but these 31 commercial estate real individuals and brands rise above the clamor. On our best commercial real estate blogs list are REMAS winners, honorable mentions, and other noteworthy publishers.
Do you ever feel overwhelmed by the work involved in social media marketing? It’s no wonder: in one Internet minute last year, Instagram saw 46,200 posts uploaded, Twitter received 452,000 tweets, and Google handled 3.5 million search queries. Content marketers feel the pressure to deliver real results in a crowded industry. We’re swarming with Insights and Analytics and content ideas all in the name of proving results. Social media content fatigue is real, but you can recover. How?
Everyone wants that piece of content to go viral. Reality check: we’re not all celebrities. Trying to reach millions of people with a crazy marketing video may get your brand name fifteen minutes of fame, but it’s unlikely to convert real customers. Your existing customer base may not even care about your cat video parody. When I talk to people whose mission for social media is to “go viral,” it’s time for a social media follower reality check.
What device are you reading this blog on? Chances are, it’s your phone. A report from IBM Watson Marketing found mobile email readership usage in the real estate and construction industry was 46.6 percent mobile. Desktops accounted for only 18.1 percent of email readership. A different study found 70 percent of mobile users read their email on mobile apps. That’s not accounting for social media usage or web browsing. Conclusion: we live in a mobile-first world.
Aerial videography can definitely deliver a "wow" factor when marketing commercial real estate. We’ve seen some cool videos deploying drones to capture the scale of a new development and retail complexes. If you’re considering using drone video as part of your marketing strategy, you’re not alone! Drone usage is on the uptick. Check out these statistics about using drones for video marketing.
Looks may be superficial, but for business, it’s the first engagement someone will have with your brand. Marketing without cohesion screams disorganization, and that’s not a the company most services want to engage with. A social media style guide is the go-to source for your team to create profiles and content that enhances your brand message, whether it’s a Snapchat or a white paper.
Whether you're new to content marketing or looking to up your game, keep learning. There is always something new emerging: a platform, a feature, an audience...you get the picture. What are the most important tidbits to know about the face of content marketing today?
Write a whitepaper, they said. It’ll generate a ton of traffic, they said. It’s a winning strategy, they said. Newsflash: You can't write a white paper and expect a miracle of traffic. They’re not for every brand. And if you do choose to tackle a whitepaper, they still need content marketing best practices. Before you starting typing, consider:
Who is more important: the customer you don’t have or the customer you do have? Even though we invest tons of marketing power in reaching new potential customers, the data makes a case to invest more into the customer you’ve already won over.
Success does not share definitions between people or companies. That’s why your content marketing plan must define clear, measurable goals. These goals align with the individual brand’s goals. Understanding what content marketing will achieve for the brand determines the metrics you will track to determine if your plan is working.
Oh, no! Someone left your commercial real estate business a scathing review online. One star! Has the metaphoric asteroid hit your business? Will customers suddenly flock away? Let’s get real. Yes, what people say online about your business matters to building a solid brand reputation. Shocker: the bad feedback can be just as important as the good.
Referrals are not the only way to gain business. Think of the names in commercial real estate you know. How many names are not people you’ve personally met? That’s okay! Around 40% of people spend more time socializing via social media than face-to-face chats. This underscores the importance social media plays in every aspect of your business, including winning more business!