by threshold | Dec 15, 2014 | All, Tech/Web
We just returned from an invigorating Dallas Digital Summit where approximately 1,500 digital marketing experts from around the world convened to discuss trends and the future of how we, as marketers, can be more effective. Hat’s off to the organizers of this event for packing an incredible amount of information coming from knowledgeable, prepared speakers into a 2-day event, complete with great accommodations and hospitality. We’re already looking forward to next year.
Above all the buzzwords, a common theme seemed to resonate loudly.
Digital Marketing must simplify, clear the clutter and focus on providing value to the end user (ie – the Human).
It’s not about IoT, Big Data, Omnichannel or other buzzwords and it’s not about the latest software. It’s not about how to trick Google or how to get a bazillion social followers. It’s about the humans we’re trying to connect with and help. It’s about delivering the right message at the right time, and in a way that helps the end user (ie – prospective residents) understand how you can help them. It’s about creating a website, mobile app or other product that’s built based on an understanding of how the end user is going to gain value from it.
Highlights From DDS:
Email Marketing Is Not Dead
We’ve said this for years, and were excited to see two sessions devoted to email marketing. In our marketing efforts, we continue to see outstanding results for our clients through email marketing. So what were our take-aways from DDS? You guessed it – treat your subscribers as individuals, not as one big list. Personalize and deliver more relevant and useful content by using their name, understanding their location, their birthday, their purchase history and more. Further, keep your emails simple, brief and make sure your CTA’s (Call To Action’s) are finger-ready because more than 50% of all emails, on average, are opened on mobile devices.
Mobile Usage
Mobile usage continues to go up and up, and will probably reach 50% of all traffic at some point in the next year or two. Any marketing campaign or digital property must absolutely consider the mobile experience.
The new SEO… It’s Real and Local
The most recent change by Google, “Penguin 3.0” and “Pigeon”, have continued their trend toward rewarding websites that are genuinely trying to provide a good user experience and relevant content to its users. True to it’s origins, Penguin continues to push SEO marketers to focus on expanding websites with content that is relative to the brand/company, and useful toward helping their customers (or potential residents) do things better.
The Pigeon update, which went live earlier this year, has changed the local search game drastically. An outstanding presentation by renowned SEO expert Greg Gifford taught us a lot about how to prepare a website for optimal local search results.
by threshold | Mar 4, 2014 | All, Tech/Web
“When I was a kid, I had to walk to school, in the snow, uphill, both ways.” I can’t tell you how many ties I heard that growing up. Of course, way back then, there was no way for me to know if what I heard was accurate. Did these masters-of-all beings really have it that bad? Way back then there wasn’t the Internet to check, and the old Encyclopedia Britannica didn’t have an entry for “we had it tougher than you kids.”
Today, my son can check Google Earth and see not only that we lived next to the school but the hill was more like a gradual slope. With a few more clicks he could see that bus or carpool were really the only methods of transportation. And one more would show a list of reviews and tips related to best parking spots and how to bypass the carpool line.
Apartments today face similar, albeit varied, exposure to online reviews. The digital landscape is dominated by user-generated content and it’s only growing. Student housing marketing requires property management companies to keep an extra eye on their online reputation. Here are a few online reputation tips to protect your digital reputation:
KNOW THE SITES: There are hundreds of sites were users can review businesses. From Facebook to Google+ to Yelp to ApartmentRatings.Com, it’s important to know (and visit) the sites popular in your market. Get in the habit of doing a Google search of your property periodically.
ENCOURAGE REVIEWS: A positive online reputation will help you turn prospects into leads and residents into referrers. If you seek out the reviews it will likely be more positive. The next time a resident gives your team a compliment, ask them to give you a positive review online. Many people tend to write online reviews because of a negative experience. By encouraging your happy residents to rate you, you’ll get more positive reviews.
DON’T BE AFRAID OF THE NEGATIVE REVIEWS: Your first instinct might be to delete a negative comment on Facebook or ignore a bad rating on Yelp or ApartmentRatings.Com. Don’t! Respond to the comment and show off your great customer service skills. And after you’ve corrected the issue, ask the user to revise or update their comment. You’ve turned a negative to a positive and got some good feedback on areas of improvement.
DON’T FORGET ABOUT YOUR COMPETITORS: Keep an eye on your competitors and pay attention to what they’re doing. Who knows? You might learn a thing or two about what TO DO and what NOT to do based on what their customers are saying.
By following these online reputation tips, you’ll be able to protect your digital reputation. Be a part of the conversation and actively engage with your customers. After all, they have access too much more than you may think and it will pay off to know where you stand. Hiding behind tales from the past is just that – a thing of the past.
Happy Marketing!
by threshold | Feb 20, 2014 | All, Tech/Web
If you’re using Facebook to help promote your communities, this is a post you’ll probably not want to miss. So, that means basically everyone. Back in December, Facebook changed its algorithm that drives their News Feed feature. The News Feed is the central content area on Facebook or the Facebook app. It’s where many, many brands and individuals would post updates in hopes the throngs of their “fans” would see it and purchase whatever they were selling.
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by threshold | Feb 14, 2014 | All, Marketing
With Jay Leno’s last night hosting the Tonight Show having come and gone, I flipped over to CBS to watch David Letterman the other night. I used to watch Letterman religiously, but with the addition of our now 4-year sold my bedtime has become much earlier (Ok, I usually fall asleep on the couch before the 10pm news). This night, though, I triumphed. One of Dave’s signature bits is The Late Show’s Top 10. And as they say, copying is the best form of flattery. So, without further adieu here are Threshold’s Top 10 Great Student Housing Marketing Ideas:
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by threshold | Jan 15, 2014 | All, Tech/Web
My grandmother is 93 years young. A product of New York until her early 20s, she is a spirited woman with grand stories and even sharper wit. I loved hearing the stories of her experience working at Macy’s in Manhattan, raising my dad on Governor’s Island, and subsequently around the world (second generation Army brat here), and her beloved Dachsund, Gussie. We’d normally hear these nostalgic stories over a superb dinner of lamb and red cabbage. These would be great stories and (foodie photos), I thought, to share with family and friends. What better way than via Facebook or some other social channel?
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