DIGITAL IS A CHANNEL – NOT A STRATEGY

Since the onslaught of digital, you can barely look in the direction of a marketing professional or publication without being hit with a lot of hype about how awesome digital marketing is and how it is really the only “strategy” you need. Marketers continue to invest heavily in digital, at the expense of ignoring basic marketing fundamentals, and that is a huge mistake.

Digital marketing is a channel, like direct mail, print advertising, billboards, door hangers, events, social media, door to door, and other channels marketing professionals use to meet their target audiences where they are most receptive. Digital marketing is NOT a strategy, and if you rely on digital to be the only way you reach your customers, you are ignoring the tried and true marketing principal of media neutrality. That is, no channels should be prioritized before the appropriate market research, brand platform development and a marketing strategy have been formulated. To be digitally led is to put the tactical cart before the strategic horse.

What’s more concerning, is the value of digital channels has been questionable at best. In the past few years, click through rates have fallen (0.06 percent), fraud is rampant, and ad blocking is on the rise. Facebook was recently found to be overstating some of its metrics by 80%. In addition, a 2016 study by the AMA showed that more than 88% of its marketing executives couldn’t prove any ROI of their social media marketing.

It’s inevitable that digital channels will continue to be used in brand building and direct response marketing campaigns, given their continual presence in our daily lives. But, we should remember that they are just channels like any other, and will not be successful in isolation.

As the legendary advertising man, Bill Bernbach, once said: “It took millions of years for man’s instincts to develop. It will take millions more for them to even vary. A communicator must be concerned with unchanging man.”

 

BRANDING 101

There seems to be some confusion about the topic of branding and how to develop a brand that has enough depth and longevity that it transcends marketing and embodies every touch point and experience a customer with the company. Some of this confusion is due to the way customers get their information. Since most customers do their research about a company and their products online, companies have the idea that as long as they have a website, they’re on social media, and they push out digital content, their brand will be well received by their customers. If only it was that easy, everyone would do it, right?

As marketing professionals for over 25 years, the team at Engage Marketing & Consulting thought we’d do a simple Branding 101 list to show you what you need to consider when you’re putting together your brand platform.

Step 1:  Conduct a Brand Assessment

Take a close look at everything about your company to see how it stacks up to your competition. This includes doing a comprehensive review of your competition to see what their unique selling propositions are, how they are marketing themselves, what their brand position is and how their brand story is being told across all the various digital channels.

After you’re done looking at the competition, turn your attention to your company and do an internal marketing assessment. Take a close look at your website, your marketing materials, your digital content strategy, your customer UX, the way your operations team interacts with customers, and your online reputation. All of these things need to be in alignment with your brand story and should be integrated and seamless across all platforms.

Step 2:  Develop your Brand’s Four P’s

  1. Promise – The brand promise is a one-sentence statement of the largest value proposition the brand can credibly make to its audience. This provides a clear, easy-to-understand message of the overarching benefit the brand delivers and helps to organize and prioritize all other benefits.
  2. Personality – The brand personality is the brand’s personality attributes that will always be delivered through all communications – visually and in written and spoken communications. The brand personality will guide the development of a clear, well-integrated visual and written identity.
  3. Position – This is how your brand is currently positioned within the competitive landscape. The brand position determines how your company compares to other industry leaders and establishes your unique selling propositions and differentiators.
  4. Pyramid – The pyramid contains the core values are important to your brand and shows how those are communicated throughout every part of the company. These values should resonate with your staff as well as your target market. This is a list and description of the beliefs and ideals that guide the behaviors of the company and its employees. It helps to create a strong, cohesive culture, helps stakeholders to “live” the brand, and establish trust in the brand on behalf of customers and business partners.

Step 3:  Create/Update your Brand’s Story, Marketing Messages & Marketing Assets

Now that you’ve established your brand platform, you can develop your brand story. Your brand story integrates all the elements of your brand platform in a narrative story that tells your customers who you are, what you stand for, and how they can expect to be treated when they interact with you. After your story is developed, you will have a clear idea of how your company should be presented across all your marketing channels. The brand story will inspire the development of your creative materials. The images your brand story evoke will be a huge part of how your story will be told across print, digital, and in-person.

Step 4: Develop your Comprehensive Marketing Plan

After your brand platform and marketing assets are developed, it’s now time to develop your comprehensive marketing plan to guide your marketing across all channels. This plan should include an Executive Summary, a SWOT analysis, Strategies, Objectives, Goals, KPIs, and Tactics/Channels you will be using to promote your brand. Of course, no plan can be implemented without a realistic budget, so make sure you have the appropriate budget to be successful.

Step 5:  Implement, Test & Assess

Now, you’re ready to implement, test and assess. It’s important to be open and flexible with your marketing plan and be ready to make changes if a tactic is no delivering results. Of course, every channel needs enough time to work, so make sure you are giving each channel the proper reach and frequency that is appropriate for the channel. A good rule of thumb is to give a channel a minimum of 30 days to deliver results. During that timeframe, make changes to your creative or content through various A/B tests to see which message will best resonate with your audience.

If you need assistance with developing your brand platform and marketing plan, reach out to rmarston@engagemarketing.biz. Our team of professionals is ready to help!

ENGAGE. INSPIRE. MOTIVATE.

ENGAGE. INSPIRE. MOTIVATE.

We’re a marketing consultancy focused on helping clients tell their stories in ways that will engage, inspire, and motivate their customers to trust them, buy from them and tell others about them. We believe the most important part of a company’s brand position and marketing campaign is their story. Your story is where you engage with your customer. It’s what connects them to you, and it’s what inspires them and motivates them to do business with you. So, what’s your story? And how are you telling it?

Our story is simple. We’re a diverse group of master storytellers, ideators, thought leaders, and marketing experts who have over 25 years of experience, vision, and passion to develop communications and marketing programs across a variety of verticals. Our mission is to make a positive difference with everyone we interact with and contribute to the greater good of all. We are dreamers, creators, and doers. We live for creating big ideas. We know how to make them work no matter what the budget or timeline. We’ve heard that saying “it can’t be done.” We just don’t believe it.

We’ve been through several real estate cycles. We’ve celebrated the good times. And cried in our beer (or in our cases, wine). There’s pretty much nothing we haven’t seen or done in development and homebuilding. Through it all, we’ve been proud to be part of an industry that has been part of the lifeblood of our country. We’re excited that the industry is, once again, moving forward to create homes and communities where people can create their own stories. And we’re excited to bring our knowledge, experience, and passion for engaging customers and making a difference to your team.

If you’re ready for a passionate group of professionals who knows and understands your business and can become an extension of your marketing team, let’s engage. We’re just a click away. www.engagemarketing.biz.

USING LIVE VIDEO TO ENGAGE CUSTOMERS

USING LIVE VIDEO TO ENGAGE CUSTOMERS

If you’re looking for ways to boost engagement with customers, followers, and potential prospects in your community make sure you include live video as part of your marketing communications plan. Consumers are engaging more with live videos and are being significantly influenced by them. According to a Livestream survey, 80 percent of brand audiences would rather watch a brand’s live video than read their blog posts. Plus, 67 percent of live video viewers feel more compelled to come to visit a business or attend an event after they watch it on a live video.

These numbers only point to one thing – new home communities can effectively leverage live streaming videos to engage and influence their target audiences. The question is how? Take a look at some of these useful tips on how you can successfully use live streaming to promote your community.

  1. Quality Video Creates Positive Engagement – The quality of live streaming that is so appealing to viewers is that it provides unfiltered access to your brand. All too often, social media content can come across as scripted and reads as a sales pitch rather than focusing on creating a meaningful conversation with the audience. Studies have shown that potential clients are more likely to spend money with brands they trust. While traditional social media channels such as Twitter and Facebook have helped to bridge that gap; live streaming provides an unscripted, un-edited glance into what your brand is all about.
  2. Don’t go Live Without a Plan– Live streaming has a huge potential for new home community marketing, but it’s going to require some diligent planning to ensure your live stream is as flawless as possible. Remember that you’re broadcasting live, so there is little room for error. The best way to avoid any issues is to prepare. Create a video storyboard to help you create the broadcast to organize your thoughts and to create a sequence for your video. During your broadcast, you can follow along with your storyboard to stay on track.
  3. Get to Know Your Platform– Also, it’s a good idea to get familiar with your video streaming platform, i.e. YouTube, Facebook LIVE, etc. before you press that record button. The process is slightly different on the mobile and desktop version of the various platforms so get comfortable with both. Facebook provides a preview of your video, so you can check how your lighting and framing looks before you broadcast to the public. Keep in mind the preview will not necessarily match the quality of the final broadcast so a solid work is creating a temporary (fake) Facebook page and broadcasting there to view how a final broadcast will look
  4. Get Techy – Make sure you have the right tech for the job. This really depends on the complexity of your video. But for starters, your internet speed is key to your success. Since a live broadcast requires a lot of bandwidth, make sure to have a fast connection. If possible, try for a connection through an ethernet cable instead of WIFI for stability. Now if you’re simply shooting straight from your mobile phone, you can skip ahead to the next tip. But if you’re looking to ramp up your game, you can stream from a laptop and use software likeOBS or Wirecast that allow you to switch between multiple cameras, audio sources, overlay graphics, and much more.
  5. Get Talking– Just like any online content, you need to spread the word to grow your audience. You should create a promotional strategy for every stage of the broadcast — before, during, and after. Use Facebook and other social media channels to promote the live broadcast two-to-three days before, one day before, and the day of the event for best results. You can post about your upcoming broadcast on Facebook, Twitter, and LinkedIn or you can schedule the broadcast on Facebook to generate an announcement and allow people to sign up for a reminder.

During your broadcast, you can continue to promote your broadcast with social media. Encourage your team members to share with their networks as well. When the broadcast is finished, you can choose to save the video and create a post on your Facebook page or you can keep it private. Going live on Facebook is not as simple as posting an edited and polished video, but fortunately, Facebook has made it a pretty seamless process. If you needed another reason to go live, Facebook actually favors live video content on its platform, so you will get much more exposure on Facebook than other content like images or links. If you need assistance putting together a live video strategy and plan, we can help!

DON’T PREJUDGE. LISTEN

DON’T PREJUDGE. LISTEN.

By definition, research is “careful or diligent search”; “studious inquiry or examination; especially: investigation or experimentation aimed at the discovery and interpretation of facts, revisions of accepted theories or laws in the light of new facts, or practical application of such new or revised theories or laws.

Want to know why Millennials are looking for suburb-style living?  Ask and listen.  Want to know why eat-in kitchens, garage storage and smaller homes are on trend? Ask and listen.  Want to know why Baby Boomers & older Gen Xers want more dog parks and organic gardens and less golf and pickleball? Ask and listen.

In the real estate world research is often used as a means of learning what people want or need in a new home and new home community.  It is also a valuable resource for learning how those needs and desires grow and change as life grows and changes.

Two of my all-time favorite research ‘mistakes’ are not doing any and doing it with prejudgment.  Now granted, there are times when primary research may not be practical, however; secondary research is easily done in most cases.  But – when it comes to conducting your own primary research, during which you are gathering data in order to gain honest, first-hand insight and feedback, please don’t go into it with preconceived notions.  The interviews, surveys, observations and ethnographic research should be conducted with the intention of learning something new or specific about the participants or subject matter.  Don’t ask leading questions. Have an open conversation, be transparent about the research and then…just listen.

The idea of asking questions to learn something is quite simple.  The more difficult part of the task is being open to receiving the information without influencing or guiding responses with the goal of proving an assumption.  (We all know what assuming does)

Happy listening and learning!

“No amount of experimentation can ever prove me right; a single experiment can prove me wrong.”  ~ Albert Einstein

 

Photo credit Tim Pierce via Flikr