By Paul Salley, Marketing Strategist
Traditionally, marketing a product or service consisted of putting out a message to the masses with the hope that the broadcast message would attract a handful of individuals who would pursue the product or service further. This old school style of marketing is comparable to a sales funnel or marketing pipeline. There would be a large number of people who see the ad and eventually the campaign will sort out those who are not interested.
With today’s digital marketing capabilities, traditional marketing has been reversed. This strategic style of marketing is know as reverse marketing. We start at the bottom of the funnel and advertise directly to those who we know have an interest in our message. It’s the traditional sales/marketing funnel turned upside down. The technology that makes this marketing dream a reality has to do with sophisticated as platforms that can tap into a user’s browser and online activity history.
Some examples of platforms that have this capability include Facebook, Google AdWords and REAL Trends’ predictive marketing solution. All of these platforms have the ability to segment users into different audiences. One example of how to use this technology is to create an audience that is based only on visitors to a specific page of your website and market directly to that audience with an ad message relevant to that webpage.
Another strategy is to market to an audience based on their browsing history. On the REAL Trends predictive marketing platform, there is an audience list known as real estate intenders. That list is comprised of those who previously visited a real estate-specific website. This real estate intenders filter coupled with location and demographic parameters creates a very hyper-targeted audience that can be shown an ad that is specific and relevant to that audience, thus driving up clicks, conversions and, ultimately, quality leads.
When reviewing your company’s marketing dollars and strategy, take advantage of the potent digital marketing tools now available to drive quality leads and more business. In addition, achieve results and a return on your investment with sophisticated digital marketing platforms that all you to gauge exactly what is working and what is not. This takes the guesswork out of how and to whom to market. Most marketing tolls that offer segmented audiences can have effective campaigns starting at around $150 per month. However, remember that the higher the budget allocated to these platforms, the greater their performance will be.^
This article originally appeared in the July 2016 issue of the REAL Trends Newsletter is reprinted with permission of REAL Trends, Inc. Copyright 2016.
The Minnesota REALTORS® is the largest professional trade association in the state with more than 17,000 members who are active in all aspects of the real estate industry.