ATYPICAL

You Can’t Market Your CRE Tech Business Without These Supports

Sarah Malcolm
Some social ads here, an email blast there, a website over here--marketing is easy, right? Of course not! You can make a website, pay for digital ads, create emails to send, attend conferences--but without the right supports in place, it’s just wasted busy work. Does your marketing contain these foundational must-haves?

Some social ads here, an email blast there, a website over here--marketing is easy, right? Of course not! You can make a website, pay for digital ads, create emails to send, attend conferences--but without the right supports in place, it’s just wasted busy work. Does your marketing contain these foundational must-haves?

#1- Written and defined strategy

Smart businesses write plans; this is no different for your marketing approach. You need a solid strategy to attract the right eyes and decision-makers. Strategizing done in a one-day think session. You’ll need to analyze:

●    Your target audience. Asset managers and individual CRE agents have different needs. Know them.

●    Your competitors. How can you differentiate yourself from their messaging?

●    Where your target audience lives. How do they engage with the digital world? Are they prolific users of LinkedIn or do they prefer Twitter?

Armed with this information, now you need to design a plan.

●    Account for the whole customer life-cycle in your plan. We know people will have multiple touch points on different mediums(website, email, social) with a brand before they make a purchasing decision.

●    Plan for how you will reach them on their targeted platforms. You’ll need strategies specific to that medium: an email strategy, a Facebook strategy, a LinkedIn strategy, website strategy, and more. Include paid advertising or using influencers in your plan.

Most importantly, it’s got to be documented!Time and time again, when you research content marketing websites, they talk about how top producers have an actual written-down plan they follow. This plan contains the next big thing:

#2- Clear marketing goals

What’s all this marketing work going to do for

These goals need to be objective and, most importantly, measurable. Metrics, baby. When we at ATYPICAL talk to people about how their marketing is going, it’s surprising how many don’t actually give an answer beyond likes and engagement. We’re looking for something clear like, “Our latest campaign increased web traffic 33% last quarter, and we noted a 12% bump in new sales in the same time period. 55%percent of those definitely engaged with the campaign.”

You can’t grow, change, or adapt if you don’t know a) where you want to go and b) where you are right now.

Write measurable marketing goals into your plan.

#3- Content management system

Get your brand assets in order. You’ll need a solid web host for your website and a content management system that accounts for imagery, video, and text content.

A large part of a CMS is a marketing calendar.This is a must-have to organize when content publishes and running campaigns.Add reminders to run audits of your marketing tools.

A social media scheduler is a huge help when running a CMS. Schedulers automate tasks and auto-publishes content. These make it easier to stay top-of-mind and watch for trends.

#4- Digital assets

A large part of marketing is creating essential digital assets: the website, social media visuals like photos, infographics, and overlays, videos, and text copy like eBooks, white papers,and blogs.

You’ll need tools and support for any digital asset. For videos, you need a camera and a platform for publishing. Each video needs optimization with tags, descriptions, and copy. And, every video needs a plan for promotion and reuse over time.

#5- Solid brand identity

Launching a new CRE tech brand? Think long-term. Having to redo your brand assets–the voice, the look, the logo–it actually sets your marketing back. So start from the beginning thinking strategically about how you want your brand to look and act. Getting the right set up early on supports your growing brand reputation.

Putting the right foundation in place takes time and work, but it’s got to be built solid if you want to last in the CRE space. With the right team and people in place, it can be done. But, if you want your CRE tech marketing done well and with a twist, talk to us.

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