by threshold | Jul 10, 2023 | Digital Marketing, Marketing, Tech/Web, Thought Leadership
Abby Barnes
AI: ever heard of it?
As the digital marketing landscape continues to rapidly evolve, artificial intelligence (AI) is emerging as a critical tool for marketers. At Threshold, we’ve witnessed how AI is reshaping customer interactions and enabling marketers to make more informed marketing decisions.
To fully unlock the potential of AI and create personalized customer experiences, it’s crucial to understand its fundamentals, select the right AI technologies, and measure its impact. We’ve created a guide to equip you with the knowledge you need to really harness AI’s capabilities, enhance your marketing campaigns, and drive your team toward success.
Let’s get started, shall we?
what is AI?
AI simply refers to the ability of machines to perform tasks that traditionally require a human. In digital marketing, AI plays a critical role in helping businesses automate and optimize their marketing efforts to create more personalized experiences for their customers. Cool, right?
One use of AI in digital marketing is through the use of machine learning algorithms. These algorithms can process and analyze large datasets, including customer behavior and preferences. AI can help identify patterns and predict future behavior, allowing marketers to develop more strategic and personalized marketing campaigns.
But it doesn’t stop there. Another application of AI is through the use of chatbots on your websites. Many property management companies have already started adopting these bots as they can serve as valuable virtual assistants, capable of delivering instant support.
what are the benefits of AI in Digital Marketing?
We’re so glad you asked.
enhanced efficiency
AI helps with automating tedious tasks like data collection, analysis, and segmentation, freeing up valuable time for marketers to focus on strategic initiatives.
personalized experiences
Leveraging AI tools allow marketers to gain insights into customer needs and preferences, providing tailored campaigns that resonate with your target audience.
real-time optimization
AI-powered analytics provide real-time insights into customer behavior, enabling marketers to optimize campaigns quickly. By leveraging AI’s ability to analyze vast datasets, businesses can make data-driven decisions that enhance marketing strategies and deliver better results.
automation and scalability
AI automates various marketing tasks, including customer service, data analysis, and social media and email scheduling. This automation allows businesses to scale their marketing efforts efficiently as their customer base expands.
identifying the right AI technologies
Choosing the right AI technologies that align with your specific needs is crucial for successful implementation in marketing. A wide range of AI-driven tools, from customer service bots to data analysis platforms, are available. Like any technology, AI in marketing carries inherent risks that should be addressed. Privacy concerns may arise when collecting and analyzing customer data using AI-driven tools.
That’s some serious business.
It is crucial to ensure that data is collected and used securely and in compliance with regulations. Additionally, being aware of the potential for bias in AI algorithms and taking steps to ensure accuracy and fairness are paramount.
integrating AI into your marketing strategy
Once the appropriate AI technologies have been identified, integrating them into your marketing strategy is key. As digital marketers, we’re already using AI-driven initiatives in Google Ads campaigns. Responsive Search and Display Ads are the perfect example!
By providing multiple headlines, descriptions, and creative assets, Google’s AI will generate ad combinations and learn over time which combinations drive better results.
AI-driven tools enhance efficiency and campaign effectiveness, but it is crucial to track and evaluate results. By measuring campaign performance, you can identify areas where AI has the most significant impact and make informed adjustments. Plus, (last point, promise), considering factors such as cost and return on investment helps ensure you make informed decisions about implementing AI technologies.
to sum it up
The potential of AI in marketing is vast, and understanding how to harness its power is vital for marketers. This comprehensive guide gives you a quick overview of the fundamentals of AI in marketing, along with how you can see success in implementation.
By embracing the benefits and mitigating the risks associated with AI, you can unlock your marketing team’s potential and drive better results.
Tired of spending precious hours trying to decipher AI, ad trends, and where to put your spending? We don’t blame you. Luckily, we have a solve. At Threshold, we are well-versed in AI technology and can guide you through this transformative journey.
Contact us today to explore the revolutionary possibilities AI offers for your marketing initiatives.
before you go
For more tips and information about marketing, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram and Facebook!
by threshold | Jun 24, 2023 | Creative, Digital Marketing, Marketing
Ava Page
In today’s market, if you don’t have a standout brand, you might as well be invisible – but never fear.
We’re diving into the essence of building an authentic brand that resonates with your audience, so that everyone who engages with your brand thinks, “Yep – I’ve gotta work with them“.
In a world dominated by fleeting trends and constant noise, authenticity is the key to standing out and forging lasting connections.
So, grab your favorite beverage, settle into a cozy spot, and let’s explore the wonderful journey of creating an authentic brand together.
embrace your identity.
Authenticity starts with self-discovery. Understanding who you are as a brand is fundamental to building an authentic identity.
Take a moment to reflect on your core values, mission, and unique qualities. Embrace what makes you special and weave it into the fabric of your brand.
By staying true to your essence, you’ll attract like-minded individuals who resonate with your purpose.
know your audience.
Building an authentic brand requires a deep understanding of your target audience. Take the time to listen and learn about their needs, desires, and pain points.
By developing empathy and connecting with your audience on a personal level, you’ll be better equipped to create meaningful experiences and solutions that genuinely resonate with them.
consistency is key.
Consistency breeds familiarity and trust. Ensure that your brand voice, visual identity, and messaging align across all touchpoints.
From your website to your social media platforms and customer interactions, strive for a cohesive brand experience.
This consistent approach will create a sense of reliability and authenticity, earning the trust of your audience over time.
keep it real.
Authentic brands are built on honesty and transparency. Be open about your values, processes, and even your shortcomings.
Authenticity thrives in an environment of trust, and being transparent about your brand’s journey creates a genuine connection with your audience.
When you make a mistake, acknowledge it, learn from it, and communicate your commitment to improvement.
engage and listen.
Authenticity goes hand in hand with active engagement. Encourage conversations with your audience through social media, blog comments, or even offline events.
Engaging with your customers and truly listening to their feedback shows that you value their opinions and are committed to serving their needs.
By actively involving your audience, you can refine your brand and create experiences that resonate deeply.
celebrate your community.
An authentic brand understands that success is a collaborative effort. Celebrate and shine a spotlight on your community of customers, fans, and advocates.
Share their stories, testimonials, and experiences to create a sense of belonging and foster genuine connections.
By placing your community at the heart of your brand, you create a bond that extends beyond transactional relationships.
to conclude.
Building an authentic brand is a journey that requires self-reflection, understanding your audience, and a commitment to transparency.
By embracing your true identity, consistently delivering on your promises, and actively engaging with your community, you can forge deep and meaningful connections that will differentiate your brand in today’s crowded marketplace.
Remember, authenticity is a superpower that can transform your brand into something extraordinary.
So, go forth, be authentic, and let your brand shine!
before you go.
At Threshold, we specialize in helping brands discover and unleash their own authentic voice. If you’re looking for some professional guidance on your brand’s journey, we’d be thrilled to assist you.
Get in touch with one of our marketing experts today to embark on an exciting adventure of creating an authentic brand that connects with your audience on a profound level. It’s kind of our thing.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the Content Marketing Specialist at Threshold.
This makes her responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance, and aids in digital marketing strategies both internal and client-facing.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her fur babies.
by threshold | Jun 15, 2023 | Creative, Digital Marketing, Marketing, Thought Leadership
Laura Robbins
Your brand story is the soul of everything you do. In a world of ever-increasing competition and constant bombardment of advertisements, your “why” as a company, brand, and business is just as important as the services you offer, the apartments you lease, and the products you sell. Connecting with your audience on a deeper level has become the key to successful marketing.
Your brand’s story holds the power to captivate, inspire, and foster a genuine connection with your target audience. Let’s explore several powerful ways to share your brand’s story and make an indelible impact on your customers, shall we?
craft a compelling brand narrative.
What’s your humble beginning? What are the core values, mission, and vision that drive your business? Crafting a story that highlights your brand’s journey, challenges overcome, and triumphs achieved will tap into the emotional response of your target audience. It conveys authenticity and can transform your brand from being a mere product or service provider to a source of inspiration and trust.
Stuck? Go back to the basics with a simple principle: why it all began.
showcase your people.
Humans are visual creatures. It’s human nature to feel more connected to a brand with a face. Leverage behind-the-scenes footage that resonates with your audience. Engaging visuals not only grab attention but also make your brand story more memorable and shareable.
leverage customer success stories.
Your customers are an invaluable asset when it comes to sharing your brand’s story. Encourage them to share their experiences, testimonials, and success stories. User-generated content adds an authentic touch to your marketing efforts, demonstrating real-world examples of how your brand has positively impacted people’s lives. Think about it, who wouldn’t be drawn to live in an apartment community that has so many real happy endings?
don’t forget: share your storytelling across all channels.
Your brand’s story should permeate all your marketing channels consistently. From your website and social media platforms to email campaigns and advertising, ensure that your narrative is integrated seamlessly. Develop a cohesive brand voice and tone that reflects your story, creating a unified experience for your audience across various touchpoints.
Why? Consistency helps reinforce your brand’s message and fosters brand recognition, making it easier for customers to connect with your story.
to sum it up.
Sharing your brand’s story is an integral part of effective marketing, allowing you to forge meaningful connections with your audience. Remember, your brand’s story is unique and deserves to be shared. At Threshold, we believe in storytelling’s power and are committed to helping businesses unlock their brand’s potential through compelling narratives. Watch as your marketing efforts become more impactful and resonate with your audience on a deeper level.
For more tips and information about marketing, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, and Twitter!
by threshold | May 15, 2023 | Design, Digital Marketing, Thought Leadership
Mai Mongelous
Why you should be focusing on Gen Z
As the largest generation in the United States, Gen Z comprises individuals born between 1997 and 2012.
This generation has grown up with technology and the internet always readily available, making them highly tech-savvy and deeply connected to social media. With an estimated purchasing power of over $143 billion in the US alone, Gen Z is a highly influential market segment that cannot be ignored by real estate businesses.
As such, it’s crucial for real estate businesses targeting Gen Z to consider the importance of an adaptable logo that resonates with this audience.
What is an adaptable logo?
An adaptable logo is a visual representation of a brand that can be easily adjusted to work across different mediums, formats, and applications without losing its core identity or essence. It is designed to maintain a consistent look and feel across various marketing materials such as print, digital and social media. An adaptable logo can be resized, repositioned, or modified to suit different contexts, but it retains the same essential design elements that make it instantly recognizable as the brand’s logo. The goal of an adaptable logo is to ensure that the brand’s messaging is cohesive and memorable across all channels, while also allowing for flexibility and versatility in different marketing contexts.
Why you should be creating adaptable logos
Real estate businesses targeting Gen Z need to consider the importance of an adaptable logo for several reasons.
Easily sharable
An adaptable logo is shareable. In today’s digital age, social media platforms are a crucial part of any marketing strategy, and Gen Z is known for their love of sharing content. An adaptable logo that looks great on various platforms can help attract attention and increase shares, ultimately driving engagement and awareness.
Branding
Cohesive branding is key. Gen Z is highly skeptical of businesses that lack authenticity or appear to be inauthentic. An adaptable logo that maintains the same look and feel across all marketing materials can help establish a consistent and authentic brand image that resonates. Since this generation values authenticity and creativity, a logo that reflects those values will be more likely to capture their attention and earn their trust in the long run.
Integration
Seamless integration matters. As a tech-savvy generation, Gen Z expects businesses to have a strong online presence.
An adaptable logo that can be easily integrated into a website, a phone app, social media profiles, and other digital marketing channels ensures that the brand’s messaging is consistent across all channels, making it easier for them to recognize and engage with the brand.
Trust and awareness
A recognizable logo builds trust. For Gen Z, trust is a key factor in making purchase decisions. A recognizable logo that appears across different mediums and formats helps build brand awareness and establishes that trust, leading to increased customer loyalty and retention.
Forward-thinking
“Future-proofing” is essential. As a forward-thinking generation, Gen Z expects businesses to be proactive in adapting to new technologies and mediums.
An adaptable logo that can easily be updated to remain relevant in the ever-changing marketing landscape demonstrates a business’s commitment to innovation and staying ahead of the curve. Since they tend to stay on top of trends, Gen Z is quick to spot dated marketing and graphics.
To conclude
An adaptable logo is very crucial for real estate businesses targeting Gen Z. By having a logo that is versatile, consistent, recognizable, and “future-proof”, real estate businesses can attract and retain the loyalty of Gen Z customers in a highly competitive market.
As a result, they can establish a strong and authentic brand image that resonates with this influential audience, leading to increased brand awareness, engagement, and customer loyalty.
Before you go
Don’t forget, we’re experts when it comes to crafting marketing strategies that drive leasing results and building high-ranking SEO-friendly custom websites! Need help? Reach out to a CSM or any of our team members to get started on taking your marketing and SEO to the next level, see an increase in traffic, and watch the leads roll in.
For more tips and information about digital and real estate marketing, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, or LinkedIn!
About the author
Mai is something of a superstar here at Threshold. Working exclusively as our Senior Designer, there is nothing she can’t create flawlessly for our clients, and our own TH brand. At the end of the day, our creative THeam would not be the same without her leading the way both in her ability to bring dreams to life, and her strategy behind it all.
When she’s not on the clock, Mai loves keeping her creative juices flowing by acting as a maker in her hobbies. From refinishing furniture to creating her own art, her mind is always fueling itself with brilliance and taste. She only wishes she had more time in her days to continue doing more of what she loves.
by threshold | Apr 20, 2023 | General
Ava Page
Sure, you’ve probably heard about keyword research in digital marketing before, but what does it really entail? At Threshold, we pride ourselves on our SEO success in websites, social media, ads, and more – and we couldn’t do it without successful keyword research.
So, whether you’re interested in stepping up your own keyword research, or seeing some of what we’re doing in our free SEO services on custom websites (yes, FREE – you read that right), this blog’s for you.
What are keywords?
It wouldn’t make any sense to explain the importance of keyword research without ensuring everyone’s on the same page with what keywords really are, so we’ll get this out of the way quickly.
Keywords are the words and phrases that will bring up your content based on search engine searches (say that 10 times fast).
For example, if someone searches “Austin luxury apartments” in Google, that’s the keyword that will bring up your blog posts, website, social media, etc. that include the same phrase. It’s all about establishing your relevance on the topic that users are searching for.
That’s where keyword research comes in.
What is keyword research?
Keyword research is how you discover which keywords are the most relevant and appropriate for your content to rank and perform at its highest in search engines. This is done through researching and analyzing your target audience, and seeing what topics, phrases, and search queries are trending around them.
Make no mistake, this isn’t as simple as saying, “We’re in the marketing area, so our biggest keyword is going to be ‘marketing’” – there’s much more to it than that.
Lucky for you, we’ve got this process down solid, so you don’t have to deal with the nitty gritty.
Why should you care about keyword research?
SEO
Above all else, when it comes to any online content from social media to websites and everything in between, SEO is king. With that being said, one of the easiest ways to boost your SEO success is with keywords, and the research that goes into choosing successful keywords for your content.
As we mentioned earlier, this is the easiest and most recognizable way for users to organically discover your content.
To go a step further and show you the numbers, over 90% of websites receive no organic traffic from search engine results – and we’ll let you in on the why: poor SEO strategies, and no keyword research.
If you want to become a part of the <10% that’s receiving sustainable organic traffic from search engines and social media, we’ve got the tools to get you there. Let’s do it together.
Creating content strategies
Keyword research should always be the first step in your content marketing strategies and plans. This ensures that you’re always focusing on the best topic for your content, and including just enough (not too little, not too many) keywords for the size of your campaign. Learn what your target audience is most drawn to, and what’s going to get your content the attention it deserves.
After all, why would you put so much time and energy into creating something without doing all you can to make sure it’s seen by as many people as possible?
Before you go
Don’t forget, we’re experts when it comes to crafting marketing strategies that drive leasing results and building high-ranking SEO-friendly custom websites! Need help? Reach out to a CSM or any of our team members to get started on taking your marketing and SEO to the next level, see an increase in traffic, and watch the leads roll in.
For more tips and information about digital and real estate marketing, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, or LinkedIn!
About the author
Ava is the content marketing specialist at Threshold, and is responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, SEO maintenance, and aids in digital marketing strategies both internal, and client-facing.
When she’s not busy creating content, you can usually find her in a coffee shop, picking out new plants, island-hopping, or spending time with her two dogs, Miska and Noodle, and two cats, T’Challa and Ada.
