using a multitude of devices to do it: smartphones, smart TVs, tablets, and computers. Your ads can appear on these devices in a variety of ways, including: • As display ads (sometimes called “banner ads”), alongside content on the websites your audience visits. • In search engine results at the top of the results page or ranked on the first page of search results due to search engine optimization. • As over-the-top (OTT) video ads on streaming services, like YouTube TV, Hulu, etc. • In smartphone apps. • In retargeted ads, after a potential customer has already visited your site or shown an interest in similar properties. • On social media platforms such as Facebook and Instagram, even if users don’t follow your page or like your business profile. • In podcasts and other audio programming (e.g., Spotify or Pandora). SHOW WHERE YOUR LEADS COME FROM Before the rise of digital marketing, businesses had to ask
prospects directly how they heard about them. It was the only surefire way of finding out which types of marketing were most effective, but it is an ineffective way of tracking leads. With digital advertising, however, you gain an impressive amount of data to analyze, not only the number of times your ad was displayed but also whether anyone clicked on your ad or took an action because of it. You can even determine which ads garnered your leads. This information allows marketers to use only the channels most effective for connecting with your target audience, so no money is wasted on ineffective tactics. With all available data in hand, you can compare the total money you spent to your return on investment. SAVE BIG WITH PAY-PER-CLICK (PPC) One of the unique features of digital marketing is that, depending on the tactic you choose, you will only pay an agreed-upon fee each time your ad is shown to someone (called an “impression”) or when a user clicks on it (called “pay-per-click”). These ads cost little to produce, because you don’t need to pay for filming budgets or for printing press charges. In fact, setting up paid media campaigns includes determining how much
you’re willing to pay over the course of your entire campaign, choosing keywords or phrases that offer the most possible impressions for the lowest cost. This helps you manage your budget and track where every cent goes. And with the average cost per lead for the real estate industry sitting at about $45, your profit margin grows when you incorporate PPC ads into your marketing strategy. EMPLOY A HUMAN TOUCH Although machine learning and artificial intelligence can help you master your digital marketing strategy, computers can’t do everything for you. In fact, it takes a human touch to understand the nuances of your business goals so your digital campaigns deliver the best possible results. It’s important to partner with a digital marketing agency to ensure your campaigns are as cost-effective and functional as possible. You’ll want to work with one with experience in the real estate or property management industries for the best results. •
Jenifer Calandra’s decade of marketing experience in a range of industries gives her a unique perspective on strategy. A professional writer by trade, Calandra
crafts the story of your brand to engage with your target audience in her role at iFocus Marketing. Learn more at ifocusmarketing.com.
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