Effective, targeted marketing is key to growing your business. When you are in the property management business, it is often difficult to find the time to focus on new marketing initiatives. Unfortunately, that can mean losing out on meaningful connections and opportunities that can help your business grow.
If you are interested in improving your company’s marketing in the new year, here are a few strategies that you can implement today!
Get involved and give back
This one is huge! One of the most important ways you can get your name out there, get more visibility, and get name recognition is to get more involved with your community and to give back.
When people see companies making a difference and showing that they care, they remember. It creates good word of mouth and positive buzz surrounding your brand.
Try reaching out and partnering with other local businesses, sponsor local events, and participate in community activities or outreach programs. You’d be amazed at the difference this small step can make in your business and the positive impact it can have on your community.
Partner with Airbnb
Airbnb has been one of the hottest trends in the hospitality industry, why not get in on the action? Partnering with Airbnb is helping property companies stay relevant and competitive in the market today.
Market your values
Who are you? What do you stand for? Increasingly people want to know what the company’s they do business with stand for. Putting out a strong mission statement, marketing your values, and standing by them is not just a tool, it gets people in your corner and can help create brand loyalty. People want to feel like they are contributing to making their community a better place through shared goals, hopes, and dreams. Don’t be afraid to share yours.
Need help with your 2020 marketing initiatives? Turn to the professionals at Spot Color Marketing
Marketing may seem like a time consuming and daunting task. It doesn’t have to be. These are small steps you can take today to increase your brand awareness. Need more help or want to take things a step further?
Contact the experts at Spot Color Marketing. We can help you grow your business with tailored marketing solutions that meet your specific needs. SEO, geofencing, text advertising, web development. Let us help you get the word out about your business, and we’ll let you focus on what is important to you: providing the highest-quality property management services to your clientele.
Advertising has made possible open access to quality information and communication on the web—it’s changed the way people learn, play and earn, and it’s made the internet open for everyone.
But the ad-supported internet is at risk if digital advertising practices don’t evolve to reflect people’s changing expectations around how data is collected and used. Our experience shows that people prefer ads that are personalized to their needs and interests—but only if those ads offer transparency, choice and control. However, the digital advertising ecosystem can be complex and opaque, and many people don’t feel they have enough visibility into, or control over, their web experience.
New protections and controls in Chrome
As you may have seen, today Chrome announced its plans to improve cookie controls. To better protect user privacy and choice on the web, Chrome intends to make it easier for users to block or clear cookies used in a third-party context, with minimal disruption to cookies used in a first-party context. While Chrome has long enabled users to block cookies, these changes will let users continue to allow their online banking site, for example, to remember their login preferences—a function that first-party cookies enable.
Chrome also announced that it will more aggressively restrict fingerprinting across the web. When a user opts out of third-party tracking, that choice is not an invitation for companies to work around this preference using methods like fingerprinting, which is an opaque tracking technique. Google doesn’t use fingerprinting for ads personalization because it doesn’t allow reasonable user control and transparency. Nor do we let others bring fingerprinting data into our advertising products.
The changes in Chrome will empower users to make informed decisions about how to control the use of their data for personalized advertising. They will also ensure users are able to continue accessing a broad range of quality ad-supported content, with confidence that their privacy and choices will be respected.
A new level of ads transparency
As the Chrome announcements demonstrate, transparency, choice and control form the foundation of Google’s commitment to users—and advertising is no different. With tools like My Activity, Ad Settings, Why this Ad and Mute this Ad, we make it easy for people to see how Google tailors ads for them, switch off individual factors we use to tailor ads, stop seeing ads from a specific company or simply opt out of personalized ads entirely.
But all of this is not enough. We believe you should also know what data is used for ads personalization and by whom.
That’s why today we’re committing to a new level of ads transparency. We want to give users more visibility into the data used to personalize ads and the companies involved in the process.
As a first step, for the ads that Google shows on our own properties and those of our publishing partners, we will disclose new information through an open-source browser extension that will work across different browsers. The new information will include the names of other companies that we know were involved in the process that resulted in an ad—for example, ad tech companies that acted as intermediaries between the advertiser and publisher, and companies with ad trackers present in an ad. The browser extension will also surface the factors used to tailor an ad to a user, which we provide today.
The extension will display information for each ad we show a user, and will present an aggregated snapshot for all the ads Google has shown a user recently. In the future, we will look for additional ways to make it even easier for people to access this information.
In addition, we want to offer a simple means for others in the advertising industry to surface this kind of information. To that end, we will build APIs that enable other advertising companies, should they choose, to disclose this same type of information to users through the extension. We expect to begin rolling out both the browser extension and APIs in the coming months.
While offering more information privately to individual users is important, we also believe that making this type of information available publicly will help increase transparency at the ecosystem level. That’s why we plan to build tools that allow researchers and others to view and analyze aggregated and anonymized data from Google and other providers that elect to use these new APIs.
As we introduce these enhanced ads transparency measures, we’re eager to receive feedback from users, partners and other stakeholders so that, together, we can identify industry-wide best practices around data transparency and ads personalization, including ways that people can take action to shape their experiences.
All of the changes announced today represent an important step in ensuring that the ad supported web provides people with access to high-quality content, while protecting their privacy. We will continue to explore opportunities to evolve our tools and practices in ways that enhance user transparency, choice and control.
Our client is a California-based DUI attorney providing high-quality DUI legal defense services to clients statewide.
Our objectives for this client’s project were to:
Target Torrance, California
Increase traffic to the website
Increase inquiries and leads
Increase sales for legal services
Spot Marketing designed a banner ad that reflects strength and legal expertise. Using our DigitalDirect solution we set up geo-fences around key areas in Torrance, California that are likely to receive higher traffic volume based on bail bonding density, crime rate and age. The client started at a 10,000 impression per month rate. We set-up retargeting to ensure that his ads were shown repeatedly to the target audience.
During the first phase of the campaign and 3rd month (January 19) the client was getting a .25% click through rate, which is successful, but we knew we could do better. We increased the impression rate up to above 20,000 impressions because the reach was not broad enough for the area.
The Spot Digital Marketing team was able to deliver their client a campaign that immediately began performing. This project highlighted the extreme effectiveness of scaling up impression rates within a highly specific target demographic. During the month of February we increased impressions by 13,741 for a total of 23,741 and saw a 1.5% click through rate. This is over a 200% within 30 days and the client is happy with the results.
LinkedIn is becoming an increasingly important tool to build your company’s brand. Remember that Spot Digital Marketing’s social media management services are always here to help – just call us at 503.477.4355 to learn how we can help your brand’s online presence take off. We’re currently working with a number of businesses on enhancing their LinkedIn practices. In the meantime, read over these LinkedIn marketing priorities for 2019 from Andrew Hutchinson of Social Media Today to see if your brand is on track!
“Are you planning to make LinkedIn a focus of your digital marketing efforts in 2019?
For those that are looking to get more out of the professional social network, it can be helpful to know what others are doing on the platform, and what they’re looking to achieve with LinkedIn’s tools. That’s the focus of this new infographic from LinkedIn – the platform recently surveyed its members to get more insight into expectations, priorities and more, related to platform use.
There are some interesting insights here. The questions are obviously LinkedIn-specific, but it’s worth noting the most popular topics (the platform’s ‘Matched Audiences‘, which combines your data with on-platform insights, is a key focus) and what other marketers are using LinkedIn for.
You can read LinkedIn’s full report here, or check out the graphic below.”
Calling all mobile app creators, marketers, designers, and more: “marketing is not a magic wand that can set anything straight and right with the swirl of a stick, it requires a series of intelligent moves and playing your cards right,” says Bhavya Kaushal of Entrepreneur.com. With that in mind, read on for five fantastic tips from Entrepreneur.com to strengthen your position in the mobile app market!
“Marketing is one of the most important tools in the business ecosystem these days. It is not a magic wand that can set anything straight and right with the swirl of a stick. Marketing requires a series of intelligent moves and playing your cards right. Moreover, coming to the app industry, in which different apps are mushrooming every day, it is important to understand which marketing strategy works best and how one can make them work.
Amidst the growing competition, it is important to possess that one thing that can give your mobile application an edge over the umpteen others in the market.
Here are some simple tips to improve the marketing of your app.
Today’s digital market is neck deep with mobile apps. So how can you ensure that your product stands out? Rahul Bahukhandi, CEO and Co-founder of LaYuva feels that Mobile apps have been using referrals and cashback to lure customers. “This incentive still works when an app wants to reach the masses.” Another important aspect, he adds, is how receptive the company is while receiving any feedback and incorporate the suggested changes to make the consumer experience better.
Marketing is driven to serve the two sides of the business – one is at the supplying end and the other is at the receiving end. Anupam Sengupta, Marketing and Revenue head Sqrrl feels marketing activities should ensure both sides benefit in the business cycle. He suggests KPI-driven campaigns with ad networks a good way to do so.
“Ad networks, in today’s digital market, have opened a new channel for growth, as they work in close collaboration with both the demand side (advertisers) and the supply side (suppliers),” says Sengupta. He believes that influencer-led campaigns can be another useful strategy because recommendations work really well in the world of marketing. “Influencer marketing has given organizations with a new channel to tap into, promising not just brand awareness but reach as well.”
The 4 P’s of Marketing
With so many new names in your playstore to cater to your needs, how can marketing strategy help a particular app to stand out? Gaurav Kapahi, Co-founder and CEO of GoldSeat, says, “You need a rock-solid marketing strategy from start to finish.” He adds that the perfect marketing mix is dependent on the product, placement, price and promotion. “It is important to prioritize the placement of your apps, and in case of mobile apps, entrepreneurs must try to go with social media marketing strategies.”
Partnerships and Collaborations
Partnerships are one of the easiest ways to garner a larger consumer base for your product. Ishaan Sethi, CEO and Co-founder of Delta Apps feels the same and adds, “We also collaborate with various queer organizations to help them reach a wider audience through the app and other collaborations that lead to a win for everyone involved.”
Sengupta also feels that strategic partnerships (value-based or commercialized) are very effective to implement.
Focus On the Offering
While there are many strategies that can come in play, everything boils down to the quality of your product. If the product lacks contemporary relevance or is not up to the mark, all market strategies will fall flat. Melissa Hobley, CMO of OkCupid, says, “We keep our energies focused on building a superior product and encouraging a community of kindness and trust where you can celebrate your story and find meaningful matches through it.””
The Harvard Business Review stresses that great innovation needs great marketing. Read on to hear from Denise Lee Yohn on the importance of marketing!
“Innovation is a top priority for almost every organization. But to achieve success through innovation, companies must put as much energy and investment into marketing new offerings as they do in generating them.
The role of marketing in some companies seems to have diminished in recent years, with the growth of artificial intelligence-driven algorithms and predictive analytics that offer up information, goods, and services to customers. The popularity of private label goods and products from companies like Brandless and others that seem to eschew marketing also seems to make the argument for less marketing, rather than more.
But marketing is and should not be executed merely through tactical functions of acquiring and retaining customers, as many companies practice it today. The search, content, and loyalty campaigns that most managers call marketing these days are common downstream tactics for generating or maintaining awareness or repeat purchase; the full, business-growing power of the marketing function comes way upstream — from creating markets. Understanding people’s fundamental needs and drivers, identifying customers, and developing the entire go-to-market and usage ecosystem are the essential aspects of marketing — and the ones that the success of innovations, especially breakthrough ones, hinge upon. Marketers need to be included in development discussions earlier in the innovation process.
Consider what has happened when a revolutionary product or service has been launched without the full power of marketing: Google Glass. These smart glasses were a stunning technological advancement — which ultimately failed. Among its missteps, Google didn’t identify the burning consumer needs that would drive Glass adoption. It needed to know the “can’t-live-without-it” use cases that would motivate people to overlook or work around the product’s early shortcomings. Plus, the product was initially sold only to “Glass Explorers,” a group comprised mainly of tech geeks and journalists who were important in the industry, but not the kinds of aspirational role models that mainstream consumers wanted to mimic. The company failed to create a robust and durable market for the product, it had to discontinue it less than two years after its launch.
Strategic, upstream marketing that is incorporated into the innovation development process can clearly define who to sell the new offering to and how to sell it in ways like this:
Identify unmet and even unknown customer needs. Oftentimes, people don’t know they need a new-to-the-world innovation — and sometimes they have been settling for a workaround or poor substitute for so long that they don’t realize an alternative is possible. Before the smartphone, for example, people thought nothing of having to wait to use their computer to access the internet and use email. The marketing disciplines of anthropologically-based research and needs-based segmentation uncover the most significant holes in people’s lives that new products can fill. So instead of making assumptions about potential customers and their needs, marketing might help identify entirely new or different customers for innovation teams to consider.
Understand the deep-seated drivers of perceptions and behavior that are relevant to a product’s appeal. A robust marketing trend analysis reveals the cultural, social, and psychological dynamics that should be addressed in the development of and communication about an innovative product. For example, the adoption of virtual reality has been much slower than technologists expected it to be for many reasons, not the least of which is the design of existing headsets. They’re big and clunky — not something mainstream users want to wear much. A greater emphasis on the marketability of VR products, instead of their capabilities and content, could focus VR innovators on improvements that would make their products more appealing.
Engage with customers through use cases and benefits instead of functionalities and features. If an innovation is truly breakthrough, people need to be educated on how to use it and why — particularly mainstream customers who are compelled less by what a product does and more by what the product helps them do. Marketing helps companies address this through 1) customer research, which tests the appeal of various use cases and often uncovers new ones; 2) insight development, which explores beyond the functional benefits of use to identify the higher-order, more valuable ones; and 3) positioning work and communications framing, which determines how best to convey those uses and benefits to customers compellingly.
Develop the entire customer experience ecosystem. Innovators usually become so wrapped up in what they’re developing that they overlook all the other elements necessary to make delivery and experience of the offering successful. Take the first e-reader to be developed, the Sony Reader. The product was a technologically-advanced product, but it failed because Sony didn’t enlist the book publishing industry as a partner to provide the content the hardware required. Sony hadn’t tapped the customer and customer experience orientation inherent in marketing to ensure the ecosystem around its product would be as well-developed and well-designed as the product itself. When Amazon later launched its Kindle device, it offered an integrated experience of hardware, software, service, and content that made it seamless for the customer to buy and use it — thus producing a successful launch.
Use a go-to-market strategy appropriate for the innovation and its customer. The lackluster performance of the Sony Reader also resulted from the company’s misguided channel strategy. Sony tried to sell the device through traditional consumer electronics stores such as big box technology retailers instead of channels that book readers naturally use. Marketers know the importance of attending to all “4 Ps”: price, place, and promotion, in addition to product.
Another example of integrated marketing and innovation is the story of the K-Cup coffee pod from Keurig. One of the K-Cup inventors, John Sylvan, was motivated to solve a common problem: the stale, bitter sludge that coffee becomes after sitting in a pot in the office breakroom all day. People had been tolerating the problem for years. But Sylvan understood that there must be a solution and, after he and Keurig co-founder Peter Dragone developed one, they convinced office managers, their wisely-chosen target market, of the possibility too.
Sylvan and Dragone also were keyed into people’s emotional connections to coffee enough to recognize that coffee preferences varied significantly by region and that local roasters had locked in loyal customers. So they enrolled regionally-known coffee roasters such as Green Mountain Coffee Roasters, Diedrich Coffee, and Tully’s to provide the coffee for the K-Cups. By appealing to different customers’ flavor preferences, they not only tapped into the broader context of coffee culture, but also increased the perceived value of coffee made a single cup at a time.
They pitched their machines to corporate accounts on the benefit of saving costs (money on the coffee itself as well as the loss of productivity of employees leaving the office to get a fresh cup from the local coffee store). Keurig developed partnerships with other players in the K-Cup product world, enrolling existing local distributors to install machines and subsequently entering into distribution deals for its K-Cups with coffee retailers Dunkin’ Donuts and Starbucks. It is also developing more eco-friendly products. These are the kinds of strategies that help get innovative products in front of the right customers at the right time.
Today’s advanced innovations such as 3D printing, bitcoin, and virtual reality have gotten some traction, but they and other revolutionary products and platforms like them need the right marketing expertise to generate the depth and breadth of market engagement they seek. Innovation alone may be enough to initiate the adoption life cycle, but marketing remains the bridge necessary to cross the chasm between early adopters to the wider group of people who will form a viable, valuable customer base.
The bigger the innovation, the bigger the risk of failure. Because marketing can reduce those risks, it matters as much as innovation — perhaps even more.”
All credit to Denise Lee Yonh of Harvard Business Review. Please find original posting here.
Digital marketing trends are constantly changing and evolving. What works for marketing on Facebook is no different – luckily, our friends at ClickZ put together this data-driven list of what’s working in 2019 for Facebook marketing. Take a look at this great article by Tereza Litsa!
“Based on data from >105 million posts, what can we learn about how Facebook posting strategies are changing? Here’s what to expect for Facebook marketing in 2019.
How is Facebook marketing changing in 2019? Here are the latest findings on how marketers use Facebook.
A successful Facebook marketing strategy requires constant monitoring of the latest trends to ensure that you’re following Facebook’s best practices. Quintly has published a new study to help us understand how marketers use Facebook and what we can learn from their tactics.
They have decided to look at more than 105 million posts to understand how Facebook posting strategies are changing and what we can learn from them.
Here are the most interesting insights.
Link posts are still the most popular content type
However, not all Pages agree, since Quintly found out that 54.9% of the posts that they’ve measured were shared links. Photos take 29.1% of the total posts and videos just 14.1%. It’s not a surprise that status posts take only 1.8% from all the posts.
These numbers don’t necessarily mean that link posts are more effective than the other content types, but they also make an easy option when you want to share an interesting article or a quick update about your Page. Since status posts are not preferred anymore, link posts make the second easiest way to publish new content. On the contrary, videos usually need more time to upload and they require more careful planning in your Facebook strategy.
Images versus videos
Images tend to be the most popular choices for smaller Facebook Pages. They are even more popular than link posts. For Pages with up to 10k fans, images make 54% of the content, with links following at 35% of the content. It’s interesting that Pages with more than 10 million fans don’t seem to prefer images compared to videos. In fact, images take only 25% of their content, with links being at 53% and videos at 22%.
Bigger Pages seem to use videos more frequently than the rest, which probably comes to the bigger budget and resources that they have as part of their strategy.
The next obvious question is, which content type brings the highest interaction then?
Analyzing the interaction for all content types
Link posts might be the most popular choice in the analyzed pages, but videos see the highest number of interactions.
Videos tend to have 65% more interactions than images
Images tend to have 105& more interactions than status updates
Status updates have 50% less interactions than images
Link posts have 72% less interactions than videos
What we can learn from these is that video content can be really engaging on Facebook. However, not all pages are able to create their own videos, especially on a frequent basis. Thus, images also make a good choice to engage with your audience.
Link posts can also make an easy way to share new content, but they still lack in the number of interactions compared to videos.
A good way to follow these interactions rates in your Page is to focus on the quality rather than the quantity. What if you share one video every week instead of three link posts? It should be a good experiment for your engagement rate and the impact it has on your Page’s performance.
What is the ideal post length?
A common question when it comes to Facebook posting is whether we should write short or longer captions in our posts. There might not be a right or wrong answer to this question, but it’s still useful to understand how Page Managers share their own content.
40.4% of the respondents use 51-150 characters in their posts. 25.3% of them use 151-300 characters. 13.5% of them pick captions of up to 50 characters. Only 12.5% of them create captions longer than 300 characters.
This means that we don’t necessarily need to create longer captions if the accompanying content is appealing on its own. For example, if you’re sharing an engaging image or video, you won’t need a large caption to convince your followers to pay attention to it. On the contrary, a link post may need a further explanation of the reasons that you’re sharing this link to your Page.
It’s useful to experiment with different post lengths in your Page so that you understand what your followers want to see from you. Sometimes even an emoji can be enough!
What’s the best day to publish a post?
An easy way to answer this question is to look at your Page’s insights and the most engaging days for your followers. However, it’s still useful to look at other Pages and the days that they prefer to share their own content.
According to quintly, there are 13.3% more interactions during the weekends compared to weekdays.
This could be due to:
Smaller competition when Page Managers tend to schedule posts during weekdays
People spending more time on Facebook in their free time
In both cases, it’s a good idea to experiment with different posting days and times than your usual ones.
Do people use Reactions?
Facebook introduced Post Reactions to help people express themselves more creatively. A “like” may still be the most popular option when people interact with content. However, the “love” reaction has also seen increased usage in 2018.
“Love” and “haha” seem to be the most popular choices after the like and it reminds us of the importance to create different content for different reactions.
If someone uses “haha” instead of “like”, it probably means that they enjoyed your post more than the usual ones. Thus, it’s useful to think of the emotions that your posts spark and how you can encourage more of them in the most natural way.
All these findings are really useful when we want to understand the changing marketing habits on Facebook. It may be challenging nowadays to survive simply with the use of the organic reach, but it’s also useful to understand how people interact with posts.
Don’t be afraid to try out different content types or posting times to improve your engagement rate.
Start noticing how each experiment affects your current metrics and repeat what’s working best for your Page.”
Our client Duerksen Rentals is a real estate property management company based in Corvallis, Oregon.
Duerksen Rentals came to us with an immediate need for a marketing solution. They were seeing the highest vacancy rate ever for their properties due to the downturn in the Oregon rental market and needed to address the problem quickly.
After assessing the situation and the client’s need, we came up with a PPC strategy for Duerksen Rentals. We created, managed, and continually re-optimized a campaign that addressed the situation at hand.
Through managing Duerksen Rentals PPC campaigns and our display ad strategy over the last three months, we were able to directly decrease their vacancy rate to the lowest they’ve had in the last several years! In January, their Google Ads campaign received nearly 25,000 impressions and received 681 clicks. We’re thrilled with the results our client is seeing from our digital marketing efforts! Your business could benefit from a PPC strategy that caters to your individual needs and goals. Reach out to the Spot Digital team today to get started with a campaign!
You don’t have to be a very astute observer of American politics to know that we live in a time of great political divisions. There are very few things that Democrats and Republicans can agree on at the national level and the government just came off of a partial shutdown, and it wouldn’t surprise many if another shutdown was on the horizon.
While a few issues, like funding infrastructure programs, get touted as potential bipartisan legislation, there is much more talk than action at this point. Could cannabis policy reforms, and even ending federal prohibition altogether, be the type of legislation that can bring together Donald Trump, Nancy Pelosi, and Mitch McConnell in 2019?
As the Cannabis Trade Federation’s Neal Levine recently told Leafly’s David Downs, who will both be speaking at the International Cannabis Business Conference in San Francisco tomorrow on February 8th, legalization may reach a tipping point this year with 10 legal states (and Washington, D.C.), 33 medical states, hundreds of thousands of jobs, billions in domestic economic impact and a strong majority of voters wanting to end prohibition, and supermajorities favoring federal noninterference and medical legalization. Downs who kicked off his interview playing devil’s advocate, challenging Levine on why legalization is around the corner when it has taken decades to get to our current status:
Levine: We have Canada up and roaring. We have Mexico about to set up legal markets. We got countries in South America, Europe, the Middle East, and now Asia all starting to opt out of prohibition. We are ceding what should be an American industry to international competition, and there’s no reason for it, outside of bad policy.
The states are now moving at lighting speed to opt out on their own. We have now reached that point and Congress must act. That’s why we’re focused on the federal level, and that’s why we’re so optimistic we can get this done.
And the reason we’re so optimistic, and we have bipartisan support, and the president said he’d sign [the STATES Act] into law—is because the polling is so over the top in favor. [Federal noninterference] is polling 10 points higher than legalization, and that’s the STATES Act — it’s polling in the mid ’70s, and that’s why I think we can get this done.
It is no coincidence that every single Democrat in the US Senate who is running for president or talking about running for president is putting their name on a cannabis bill.
Whether the federal government ends prohibition this year or not, it is easy to see that our state by state progress, in addition to international advancements, has led us to a point where Congress and the president will act on the issue sooner rather than later. Learn more about how Spot Color Marketing can help your cannabis business today! Call Today for Your Free Consultation: 503.477.4355
Wallrest is an Oregon-based retailer that creates performance ponchos ideal for any conditions.
Wallrest came to Spot in August of 2018 ready to work on their marketing plan. They didn’t have a social media presence and were looking for ways to increase brand awareness and reach to their target consumers.
After analyzing the situation thoroughly, Spot found that Wallrest would benefit most from a marketing plan that combined PPC, SEO, and social media strategy.
Within 5 months Spot increased Wallrest’s Facebook and Instagram follows by 700%. Our content and posting strategy has helped to create an engaged body of online followers, as well as managing their Facebook advertising campaigns. Wallrest now has over 1,000 page likes and consistently sees high engagement rates on individual posts. Their performance is increasing daily and we are excited to continue working with this client’s campaigns!
If you could use help with your company’s PPC, SEO, or social media campaign management, reach out to Spot today. We’ll create and implement a custom strategy that sets your business up for success!