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 | 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 | Apr 20, 2017 | All, Marketing
When you think of someone figuring out a name for your property, don’t imagine a creative-type at an advertising agency sitting up late at night, waiting for that perfect name to pop into their head. When Threshold names properties —be it a new or old community— our approach is never to just sit around spouting out names until we hear one that sounds cool.
That approach might work for startup tech companies, but naming ideas and marketing ideas for apartments emerge from a more nuanced approach. When property owners and developers come to us for a new naming project, they’re not only looking for a name. We certainly start with the name, but that name evolves into a color scheme, which evolves into a logo, which turns into tagline, messaging and whatever other apartment marketing collateral the property needs.
How a Name is Born
Before we can do any of that, our team needs to gather information about the property. The most important piece of information is the target market demographic. The property name must be geared precisely towards the target audience, because they’ll be seeing, saying and writing the name most often. Think about it; you wouldn’t assign a name to someone’s house without first considering who they are, what they like and where they work.
After we determine the characteristics of the community’s target resident, we consider the property’s other characteristics such as location, amenities, building style, and whether it will be considered a luxury apartment complex, a student housing community, or another kind of property. A name is only one or two words, but those words must be whittled down from a huge amount of information.
Of course, we don’t just collect information ourselves. We always sit down with property owners to talk about their vision for the property. At the end of the day, the client chooses from a list of names that Threshold provides. That’s why it’s so important to listen to the client’s ideas and incorporate them into the final naming considerations.
Be Unique. Don’t Be Weird.
Once we’ve compiled all the preliminary information, the creative naming process can begin. We look to bring out names that are unique, but not just for uniqueness sake. We’ll always consider the competition names, and avoid names that bear any similarity to other properties in the area. We want the name to stand out, but we also want it to make sense. Prospective residents should see the name and know exactly what their life will be like if they live there, or at least be intrigued by what their life might be like.
There’s no rule of thumb about whether your property name should be made up or be a real word. Each property is different, and each naming process requires a thorough investigation into which names will attract the most residents. There are rules about properties that are undergoing a rebrand, however. If your property is being rebranded, it’s probably for good reason. You don’t want to make the mistake of keeping certain parts of your old property name. A renaming effort requires total commitment to the new brand. That way, you’ll be able to attract people who are new to the market without any extra baggage that may have been associated with the previous property name.
Those are all the secret marketing ideas for apartments that we’re able to divulge today. When your property is ready for a new name, or if you’ve recently purchased a new property in need of an identity, Threshold has you covered with innovative apartment marketing ideas. We don’t do cookie-cutter and we don’t do boring —unless that’s what your target audience wants.
by threshold | Mar 22, 2017 | All, Marketing
Why Combining Content Marketing and PR Strategies Is a Good Idea
To achieve business success in today’s digital environment, it’s always best to have content marketing and public relations help on staff.
Until very recently, both teams had similar agendas, yet worked separately from one another.
Things are very different now and content marketing and PR teams now seem to be working together more and more. Especially since most are remote workers, it’s easy for them to work together on modern approaches.
This makes sense since they both work in a similar fashion to achieve additional exposure online.
Each one of these teams can deliver the goods as far as online exposure is concerned. But when they work together, their efforts are magnified and together they achieve much greater heights.
Are you thinking about integrating your PR and content marketing teams?
We feel this is a no-brainer, but maybe you haven’t come to the same conclusion.
To help you better understand why these team should always work together from now on, we will share a few different reasons to help you finally see the light.
Putting Everyone’s Head Together Makes Idea Generation a Snap
Whether you’re trying to gain media attention for a hot new restaurant, an app, or a website focused on tech solutions, it’s never easy to come up with story placement ideas that meet the latest trends.
Separately, both of these teams had to find out precisely what bloggers and journalists wanted to publish online. And they also had to discover precisely what their target audience wanted to know more about.
Working together, both teams have the ability to stay far ahead of the curve. They can brainstorm ideas together, research together, and ultimately get better publication placements by working together as a group.
As each team figures out what to expect with placements, the content marketing side will achieve better results because they will target their audience correctly and share relevant content that everyone wants to read.
PR teams will also improve by working with content marketers because they can use all resources to find better placements, better story ideas, and keep the brand message consistent at all times.
Working Together Helps Amplify the Reach of Your Content
Content marketing is specifically focused on creating blog posts, webinars, articles, and other brand identification materials.
On the other hand, public relations work well because they have personal connections with the biggest influencers in your market.
By utilizing these connections, they can get better story placements and additional exposure during product launches and other times when they need an extra boost.
The combination of both of these teams creates an influential and powerful way to touch base with your target market. With every successful product launch they will be able to repeat the successes in a new mission.
But there is one other amazing benefit that you get when you combine PR and content marketing.
Sure, you’ll definitely find your target audience a lot faster. And that’s a great thing that everyone should strive for.
Guess what?
Combining PR and content marketing also makes it possible to reach a new, broader, hungrier audience as well.
Most companies are already investing in PR and content marketing.
By combining both of these avenues of outreach, you’ll have a better chance at increasing your ROI since both teams are already working toward the same objective.
Achieving Brand Message Consistency
Finally, having your PR and content marketing team working together means your brand message is always going to be on the same page.
Why is that?
Well, both teams always know what the other is doing.
By having access to this information, they can share similar stories and focus their content in a similar way so that their message is clear at all times.
Conclusion
As you can see, having content marketing and PR teams working together is definitely a great idea. If you haven’t tried it yet, you should give it a shot and see the amazing results for yourself.
Author Bio
Wendy Dessler
Title: Super-Connector at OutreachMama
Wendy is a super-connector with OutreachMama and Towering SEO who helps businesses find their audience online through outreach, partnerships, and networking. She frequently writes about the latest advancements in digital marketing and focuses her efforts on developing customized blogger outreach plans depending on the industry and competition.
