18 December 2017/ For CRE Professionals

Three things you can do right now to fuel your enquiry generation

New technology means there’s a new digital revolution happening right now. This is technology you can use to drive your digital marketing campaigns, securing big ROI for a small investment. Here are three simple ideas you can put into action right now to ensure you convert more leads.

Become a marksman when it comes to targeting


Email can produce great results, but only when it’s well-targeted. If you’re seeing opt-out rates above 1%, then more than likely the reason is poor targeting. Take the example of an agency that’s looking for a tenant. The last thing you want is your email landing in the inbox of companies that just signed a 10-year lease. But that’s what can happen with generic mailing lists.


So what can you do to make sure your email actually gets to the person who wants your product?


Firstly, your mailing list is your most important tool. These can deteriorate very quickly, as people leave companies, or move to a new role, so review them regularly - certainly before starting any new campaign.


If you don’t yet have a mailing list, one way to create your own is, instead of going out looking for your target audience, create content that lets them find you (aka inbound marketing). Start by identifying your targets and breaking them down into segments based on role, behaviour and content preference, basically, who they are and what they want to see. Then, you can provide your audience with valuable content. To begin with, tell them what they want to hear, share expertise and knowledge that’s relevant to them. That’s how you engage them. And don’t forget to have a data capture mechanism built in along the journey so you can add their email addresses and other information for the new database you’re building as a result of the campaign.


Improve your metrics


One of the biggest mistakes made when it comes to email marketing is lack of, or inadequate metrics. It’s only by measuring and testing that you can improve your results from previous campaigns.


Start by asking what your objectives are: is it to build a database, secure more leads or generate more conversions? To see how well your campaign is performing and what actions you need to take to make it do better, you need to identify what metrics you should be tracking.


If your open rate is low, for example, you might want to consider A/B testing on your subject line as this is the first thing recipients see and has a huge influence on whether they open the email or bin it. It needs to be compelling and attention-grabbing, yet it also needs to be clear, to the point and focus on the needs, or the problem, the recipient is experiencing. Again, this comes down to targeting. Get to know your audience and adapt content to be relevant to their needs. Try to present a solution to their problem in the subject line – which brings us on nicely on to segmentation.


Data from MailChimp shows that segmented campaigns deliver nearly 15% more opens and almost 60% more clicks. Those are impressive numbers. For commercial agents, company profile data like size, a number of employees and lease info can be valuable for segmenting data. You can easily acquire this data through sign up questions.


Segmenting by past history can also make a difference, as you’re able to track previous preferences (and spend) of those that have used your services in the past. Once a client is on board, you can try to secure new information such as personal interests to help with segmentation in later campaigns, while new customer acquisitions will require a different approach.


Email segmentation might look complex, but once you understand who your end-users are and what they want from you, it becomes easier and the rewards can be significant in terms of sales.


Understand search trends


Google Trends is an invaluable tool for those who want to find out more about their customers’ purchasing motivations. Essentially, this web facility lets you compare the popularity of certain word searches and terms. It’s not so much about the how, when or where, but the relevance of spikes in searches for specific words, phrases, terms, people, or companies.


What this means is you can go back in time and look at the frequency of certain searches. You can then examine why that happened and, when they might happen again, or their relevance to emerging new trends. For example, between 2013 and 2017, searches for ‘social media’ accelerated, overtaking ‘SEO’ and ‘AdWords’.


Clearly, demand for social media marketing was taking off during this period. Analysts at digital agencies using Google Trends would see this and start putting more emphasis on selling services related to social media, as opposed to SEO services.


You can see from this example how useful these insights can be for marketers, from pinpointing seasonal peaks for renting, or coming up with new services to meet the changing needs of tenants. It’s even possible to identify, by region, which products are in highest demand.


Taking this one stage further for B2B companies, data providers, like Bombora, use their software to provide data on which websites companies are visiting to find information on the products they’re looking to buy. You can see how useful this could be if, say, you’re leasing units in a retail centre and you want to find out which companies are looking for new outlets. You can then target those companies in your next sales campaign.