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 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 | Nov 15, 2022 | Creative, Digital Marketing, Marketing, Thought Leadership
Laura Robbins
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You have your property amenities sorted, your pricing figured out, and your interior design developed. But what does that all mean if you don’t have a name that fully captures the specialty of your real estate building?
Choosing a brand name is one of the most significant aspects of a brand development process. The right name creates an image of your property and brand in the mind of potential customers, sharing the idea of what you’re all about. And, it’s the most important keyword for internet searches.
A strong brand name should be:
- Meaningful: It communicates a brand story and creates an emotional response
- Unique: It should be memorable and stand out from your competitors
- Easily Understood: Avoid words that are hard to read or pronounce – they won’t stick in people’s minds
- Visual: It should lend itself to strong brand colors and imagery
- Future-Proof: You want your name to work now, and ten years from now, so veer away from names that feel really timely
Work backward. Decide what your brand identity, such as target audience, culture, mission, and purpose, will be, and then begin brainstorming names that line up with those needs.
Feeling stuck? Follow along for some tips for determining a successful name for your brand.
Reflect On Your Company Values
Think about your property’s mission statement or parent company’s values – what is it your company stands for, and how can your name tie back to that? Spend time with what your property is trying to achieve, focusing on your purpose and vision. Determining the heartbeat of your brand can lead to a stronger name association down the road.
Connect Your Name To A Story
We communicate in stories, and talking about a brand is no different. Effective marketing connects to a larger target audience through storytelling, which is why your property name needs to mean something. If someone asks you why you named the property what you did, and all you have to say is that it sounded cool, you’re missing out on some really good marketing.
Think about the history of the city your property is located in, what it’s known for, or what interests your target audience has, and then go from there.
Having a great story also allows for stronger visuals (think website design, brochures, signage, temporary leasing space designs), as the logo, colors, and brand patterns all have a north star to draw from.
Less Is More
Short and snappy wins the race! You want to limit the length of your brand’s name, as anything longer than three or four syllables will only be harder for your potential audience to remember. The final name should be punchy, and this is best determined by running any potential names by those who aren’t part of the brainstorming, allowing for fresh eyes and fresh opinions.
Here is where you’ll also want to factor pronunciation into the mix. Your property name won’t only live on signage and a website, it will be said by residents in passing, and therefore shouldn’t be something that’s hard to say or spell. So remember to say any names aloud!
Remember Your Competitors
The last thing you want is to come up with a really amazing name, only to find out a direct competitor has something similar. Standing out from your competition is a key factor in your brand name and final brand visuals, which is why doing research on your market early on is essential.
Consider Creating A New Word
The best way to avoid having the same name as someone else? Create a non-dictionary word. Your name should still have meaning behind it, and not just be created out of thin air, but there are a few ways you can create new words, like:
- Mashing up two words together
- Spelling an existing word in a new way
- Creating a word where each letter stands for something
Plus, what’s more fun than being the owner of a completely new word?
Think About SEO
You heard it here first, do not skip thinking about SEO (Search Engine Optimization) when it comes to naming your brand or property. SEO plays a key factor in determining how popular a potential name is for organic and paid searches.
Say you’re naming your property Dragon (not a great name, but work with us here), then Googling that name will bring up a lot about dragons themselves, the television series “House of Dragon,” a speech recognition software called Dragon, and restaurants in your area with Dragon in the title. A generic name like that could make it hard to stand out in the very competitive search engine space.
Psst. This is why creating a new non-dictionary word might help!
In Summary
The success of your brand and property depends largely on the branding, which begins with a really great name. A name that’s meaningful to your audience, lends itself to great visuals, is short and snappy, and is easy to remember. A name that stands out from your competitors and can be relevant for your audience today, and in many years to come.
Don’t let determining a name feel overwhelming! Have fun with the process and see what unique options you come up with.
For more tips and information about company and real estate branding, 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 | Oct 16, 2022 | Design, Digital Marketing, Tech/Web, Thought Leadership
Angel Roa
Now more than ever, people are accessing the internet through their mobile devices and tablets. Long gone are the days of desktop-only users! According to StatCounter, a web traffic analysis website, a whopping 59.25% of global online traffic came from mobile users alone, followed by 38.53% desktop users, and just 2.22% tablet users.
This displays the importance of where we must start our design, and where we should be focusing our efforts in making an effective and dynamic real estate website that drives leads. Designing mobile first, and then expanding to a desktop friendly site, is the most user-centric and accommodating to most target audiences.
What is mobile first design?
A philosophy which aims to create better user experiences by starting the design process with prioritizing the smallest screens first. This strategy is often referred to as the concept of progressive advancement. Once a mobile design is in place, designing for larger screens becomes easier and we have the core elements of the design established. Starting a design with mobile also enforces aspects such as bandwidth, screen size, and multitasking capabilities. As you progress onto larger devices, it’s easier to expand the functionality with supplemental elements and features. Remember: it’s always easier to add than to take away!
We’ve put together a few design principles to get us started in our mobile first design stage.
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Users should be at the forefront of your design
- The design of your real estate website must help users solve a problem or complete a task quickly and effectively. Users should easily be able to view floor plans, virtual tours, check availability, call or contact your community, and ultimately, apply and sign a lease. Keep in mind user flow – convenience is key to generating more leads!
- Look at your competitors’ mobile websites and check out what they do and don’t offer. How can you improve your user’s experience compared to your competitors? Maybe it’s adding a floor plan filter to make it easier for prospects to find exactly what they’re looking for. Or maybe you notice that a competitor doesn’t have virtual tours on the website. As crazy as it may sound, over 80% of renters apply and secure a lease without ever visiting the property, thanks to online marketing. Adding virtual tours to your website can increase website engagement and provide a convenient option for people who prefer to tour virtually as opposed to in-person.
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Keep it simple
- Improve content clarity on your mobile site while helping the user focus on what content is most important. This can be done by reducing links in your navigation menu, reducing the number of pages, and keeping borders wide and lines clean.
- Use white space to your advantage to make the layout less cluttered and more readable, which will also improve your SEO and increase organic traffic.
- Prioritize the content you want displayed on the website: Ex: Floor plans, Location, Gallery, Amenities, Blog, etc.
- Prioritize the hierarchy of that content. Understand what the user flow is and how to display the most important content. For example, we recommend prioritizing floor plans because data confirms that people spend the most time looking at floor plans on the website, and it’s usually the first stop after visiting the homepage.
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Incorporate bold and consistent CTAs
- A call-to-action needs to be easily located by users throughout your website. Not doing so can lead to a loss of leads and decreased conversions.
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Adhere to mobile friendly practices
- Choose fonts that are web safe and keep font styles to a minimum.
- Select contrasting colors and make text legible according to Web Content Accessibility Guidelines (WCAG).
In Conclusion
Now that you know what a mobile-first design is and its importance moving forward, we hope you will incorporate this new knowledge into your real estate website to generate more leads. By remembering to put users at the forefront of your website design, improving content clarity, and incorporating consistent CTAs, maximizing your lead generation should be a walk in the park.
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, and Twitter!
by threshold | Sep 19, 2022 | Digital Marketing, Thought Leadership
 Ava Page
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It’s no secret that real estate has become a predominantly online industry in recent years. The convenience and accessibility of online listings, tours, applications, and leases is unmatched. In knowing all of this, why not take your real estate marketing to the next level by taking advantage of the holy grail of online marketing that is social media?
Before we get too ahead of ourselves, it’s significant to point out that based on a recent PEW Institute research study, over ⅓ of US adults get their daily news from social media platforms, with Facebook again taking the lead. No matter your opinions on this fact, it’s no secret that with the majority of people using 1 or more social media platforms daily – and with over 30% of people getting their daily news from social media platforms – you could reach a significantly higher audience in your marketing campaign by taking advantage of social media.
By creating a strong social media presence, you will soon be capitalizing on an audience that you would otherwise be missing out on. It’s also worth noting that the use of social media grows rapidly each and every year, so the sooner you can get started on your campaign, the better.
First, let’s take a look at the top social media platforms of 2022 based on active monthly users.
As you can see, Facebook has the heaviest active user platform with nearly 3 billion active monthly users worldwide. Youtube and Instagram are both close behind, each with over 2 billion monthly active users, and TikTok is the final platform which reaches over 1 billion active users each month. It is worth noting, however, that even though LinkedIn has a smaller reach – about 750 million active users per month – it is still a great business-based platform to take advantage of when tackling real estate digital marketing strategies, especially in the corporate marketing world.
Now that you have a better idea at which platforms are the best options to use, let’s now look at some of the top corporate social media accounts across multiple platforms to analyze what makes them so successful in their marketing campaigns and how you can replicate their success for your real estate marketing campaigns.
Nike
With over 150 million Instagram followers, Nike is getting our top spot for this list. The main reason that Nike has been able to reach so many people across platforms is because they inspire people. Whether it be through their inspirational stories of athletes around the world, their support for causes like BLM and women’s equality, or even just their interaction with users surrounding their new products, Nike has cracked the code on corporate social media branding.
Starbucks
Starbucks’ corporate social media accounts are wildly successful across multiple platforms due to their positive outlook exemplified in each and every post, their support of important social causes, and their inclusive content campaigns. It’s not uncommon to see Starbucks reply to dozens of users each day, and that’s because their interactions with users makes them feel more connected to the brand. Knowing that there are real people behind the screen who truly want to connect with their users is a great tool to implement in your real estate digital marketing campaign.
Shopify
Shopify has mastered the importance of being able to target every entrepreneur in search of a service like their own. They appeal to their target audiences by using bright, colorful, and inspiring designs for their posts. Additionally, they often voice their support for important social and environmental causes, showing that they too are standing up for the things that their consumers believe in, and will benefit from.
Square
Square’s social media campaign is simple: clients first. While they have different campaign focuses for each social media platform, each of their campaigns offer modern, clean, and user-focused content that expresses how much their clients mean to them. After all, where would a business be without their clients? Another reason the brand remains so popular is as a result of their outspokenness on important social issues.
GoPro
Not only does GoPro highlight a range of adventures from users of their products, but they also follow a similar pattern to aforementioned Square, in the fact that they will focus each platform to a certain campaign, rather than mimic the same content across multiple platforms. Their company Twitter, Facebook, Instagram, and Youtube all highlight different areas of their services, while always following the same content pattern and brand voice.
So, a few key takeaways from this list:
- Keep content positive
- Bright colors and clean, modern designs are IN
- Show your support for important social and environmental issues
- Don’t be afraid to shift your focus across multiple platforms
- Discover your brand voice and be consistent
Now that we’ve covered the most popular platforms and keys to success, let’s shift our focus to specific tools that you can use to get your campaign started, or improve on what you’ve already got.
Set goals for your business
A rule of thumb for setting goals for yourself or your business’ real estate digital marketing campaign is to follow the SMART plan, which stands for Specific, Measurable, Attainable, Realistic, and Time-Based goals. While goals are important, it’s even more important to decipher the difference between an achievable goal, and an unachievable goal. Setting goals that are unachievable will not result in any growth for your brand. In fact, it will more than likely result in a regression of your brand’s campaign success.
Keeping your goal specific can prevent your goal from becoming too broad, which can cause harder measurability. Measurability means being able to see an actual figure, whether it is a growth in active users, engagement, clicks, you name it – just make sure there is a specific, measurable figure to be obtained. Attainable and realistic often come hand in hand, as there is rarely a realistic goal to be had that is unattainable. For example: if your current social media accounts have under 1,000 followers, it’s unrealistic to create a goal of reaching 500,000 active users by the end of the month. However, through trend and insight data, you can gather your current growth data and discover a number that is more realistic for your brand.
Finally, time-based is one of the most important milestones in this goal setting process. If there is no end date in sight, how will you know when you have reached your goals? If it takes 5 years to reach a small goal that could have been completed in 6 months, what are you gaining? Similarly, don’t pinch yourself into an unrealistic time frame of a project that needs 1 year to hit its target, but try to push it all to get done in 6 months. Now, will there be times that you hit goals early? Absolutely. Will there be goals that maybe take a few extra days, weeks, months to complete? Definitely. Yet, knowing that you have a goal in place that is specific, measurable, attainable, realistic, and time-based are going to result in the most growth, and target goals for your brand.
Here are some great places to start with creating new goals for social media growth:
- Increase your brand awareness: if no one knows who you are, how do you expect to push your brand’s information?
- Grow your audience: how many people do you want to reach? What is a realistic time frame and measurement to track this?
- Boost your engagement: respond to followers, answer inquiries, and increase your posts.
- Increase traffic: track your conversions, clicks, bounce rates, and other measurable data to see where you are most successful, and where you need to improve.
Research your target audience
First thing’s first, nail down the demographic you want to target the most with your campaigns. If you’re trying to appeal to millennials, you will have to use much different tactics than if you are working to appeal to boomers, and vice versa. Once you’ve got your demographic down, then you can move forward with your campaign.
Once you’ve reached your demographic, it’s important to research what platforms are going to be the most successful for your target audience.
- Gen Z and Millennials: Instagram, TikTok, and YouTube
- Boomers: Facebook
- Industry Specific: LinkedIn
- Women: Pinterest
- Men: Facebook
While this is not an end-all be-all list, it is a general outline to start with when determining your base’s highest used platforms to create the most effective content. The key to all of this is actually conducting this research. Every brand and every target audience is different, so if there’s anything you remember, it should be this: don’t assume anything.
Decide what metrics are most important to your brand
There is no one metric that is superior to all others when it comes to real estate digital marketing, and this is because all brands and marketing campaigns are different. What you must decide when creating your campaign is what metrics are the most important to the success of your brand.
Here are a few thought starters on what metrics could be right for you:
- Clicks across various sites and platforms
- Reach
- Traffic: both paid and organic
- Bounce rates
- Site and platform engagement
- Hashtag performance
Regardless of which metrics you find to be most important in your campaign, it is important to recognize it early on, and set SMART goals to continue enhancing your metrics over time. Stagnation, while not all bad, should not be your end goal, but rather a healthy growth increase over time. Remember what we said earlier: social media use continues to grow steadily every year, which means yours should too!
Content creation
Now that you’ve got a better idea of what goals should be in place for your brand’s social media and real estate digital marketing campaign, you can focus on the content theme you’d like to follow. Looking back at some of the top social media brands above, one of the most common themes across each brand were optimism, inspiration, and showing support for important social and environmental issues.
Once you discover your brand voice, you can begin to incorporate it into each of your social media posts across various platforms. Whether you decide to mirror your posts across all platforms like Starbucks or Nike, or take a similar approach to Square and GoPro and give each platform a specific purpose, you want to make sure all of your posts are consistent, cohesive, and aesthetically pleasing.
Starbucks
Starbucks loves to keep their focus piece front and center, and includes bright, colorful backgrounds that revolve around their themed drink or personal focus.
Nike
Nike allows their photos to speak for themselves, keeping a strong focus on the main element in their content, with a simple or blurred background so as not to distract from the content focus.
GoPro
GoPro is known for their adventurous spirit through their products, and they make sure to capitalize on it through their social media posts. Simple, straightforward images enhanced to keep up that bright aesthetic and maintain the centered focus of their content choices.
Establishing this cohesiveness expresses a level of professionalism and organization for your brand that social media users love to follow. No matter your brand’s aesthetic, be sure to get started on it early!
Moving on from appearances, it’s important to discuss what your content should actually contain. This goes hand in hand with our earlier portion about researching your target audience, and here’s why: your target audience is a “target” for a reason. There are certain things about your brand that are drawing them in, and the more you capitalize on those areas, the more successful your campaign will be. However, without researching what your target audience cares the most about, your campaign will flounder.
Hashtag research is one of the most important areas to nail down for real estate digital marketing, especially with a new or young social media campaign. Hashtags are one of the most effective ways to associate your brand with the topics that your target audience cares most about. Learn what your followers – and prospective followers – want to hear about, and capitalize on it. Inflict and HashTagsForLikes are two examples of tools you can use to expand on your hashtag research, and expand your social media reach all at once.
Engaging content should be the goal of any social media campaign, but what does that term really mean? For content to be engaging, it not only needs to be interesting and relevant to your audience, but it needs to give your audience the chance for some type of interaction. Whether it’s likes, clicks, tags, comments, or any other interaction, encouraging your audience to do more than just read your post is a great way to nudge them in the right direction, as well as expanding your reach.
This can be done through promotions, contests, hashtag campaigns, and even just asking questions through your posts, and giving them an opportunity to share their thoughts and ideas. Even if not all of your audience goes through with that extra engagement, it will cause them to think a little deeper about your brand, regardless – even if they don’t realize it.
Learn the best times to post for active engagement across different platforms. Some scheduling tools like Hootsuite will recommend you the most popular times for each platform on any given day when scheduling ahead, but it’s still worth researching for yourself to get that upper hand over your competitors. After all, what’s the point in posting at a time when half of your intended audience won’t see your message?
Never stop improving. We can all agree that just because something works, doesn’t mean it can’t be better. This must be your constant mindset when creating, updating, and maintaining a social media marketing campaign. Trends fade in and out nearly every day. The world changes every day. Even your own business can change its message at the drop of a hat. Always being prepared for any one of these scenarios is the key to maintaining a successful social media presence, and continuing to grow at a healthy rate.
Choose your content form
From platform to platform, there are certain content types that will always succeed. However, it is important to recognize a couple of specific content types that work best for certain social media platforms.
Stories
- Stories are a great time-sensitive method of posting that will inadvertently activate your followers’ FOMO complex, increasing your interaction and engagement. This is a great tool for adding in some personalized content, behind-the-scenes projects, and can be posted far more often than regular posts without feeling too overwhelming.
Best Platforms
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- Instagram
- Facebook
- Snapchat
Reels
- Short-form videos are quickly becoming the most popular method of social media marketing, and overall content posting. Getting ahead of the competition and stepping up your reel-game early is a great resource for setting yourself apart from competitors.
Best Platforms
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- Instagram
- TikTok
- Facebook
Remind your audience that you’re relatable
There is a time and place for corporate and business-based writing voice, but social media is not that place! Keeping things casual with your followers lets them know that you are real, relatable, and reachable.
Followers are 10x more likely to engage with a brand that they feel is personable, friendly, and relatable, so be sure and capitalize on that! Both regular posts and stories/reels are great ways to tackle this, and can boost your engagement, which is what we all want, right?
Be sure to ask questions, and include times and spaces to give your audience a chance at regular interaction. This can not only increase engagement, but can also result in your brand being featured on pages and platforms that it otherwise would not, and can increase traffic as well.
To conclude
Starting or improving your social media marketing campaigns doesn’t have to be scary or overwhelming, contrary to popular belief. In fact, you can even reach out to one of our awesome Threshold employees and see how we can grow your social media presence.
Remember, the place to start a new campaign is by creating a SMART goal for your brand and your real estate digital marketing campaign. How are you going to start yours? Let us know in the comments, or on our Threshold Instagram or Facebook page!
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