Why Marketing Campaigns Are Important
By GoForClose teamFirst published Updated 3 min readA marketing campaign is an organized plan to reach sellers across several connected channels, so the right message reaches them at the right time. Plan it around six parts: audience, budget, channels, content, KPIs and the team that runs it.
A great marketing campaign can help you close more deals! In 2021, 72% of marketers said content marketing increased engagement and the number of leads. A campaign guides prospects toward the desired action, in this case, selling you their property, and also makes you memorable.
Here is a brief guide to marketing campaigns and why they work so well for real estate investing (REI) businesses.
What is a Marketing Campaign?
A marketing campaign is an organized course of action, with strategized efforts to promote and sell a product or service. It is structured to reach audiences in many ways through a series of channels, including but not limited to cold calling, text message, email, direct mail, and pay-per-click (PPC) advertising.
Marketing, Not Advertising
Marketing and advertising are often confused with being the same. Actually, advertising is a component of marketing. Marketing is the effort to achieve a goal, like raising brand awareness or getting more properties under your belt. Advertising is the creation of content with persuasive messaging around the marketing goal.
Choose a Marketing Strategy
There are three types of marketing strategies: multi-channel, cross-channel, and omnichannel. Cross-channel marketing is the most effective campaign strategy for real estate investors. This method uses multiple channels that are connected and communicate with each other. It considers the lead’s motivation, online interactions and replies, and sends the right message at the right time, encouraging them to take appropriate action based on their interests.
Marketing Campaign Components
Several components go into planning and executing a marketing campaign:
Audience
Align your marketing with your target audience. Create and leverage customer personas. A persona is an archetype that represents the key traits (i.e., behaviors, interests, pain points, etc.) of a large segment of your audience. You leverage personas to produce content that hits their touchpoints.
Budget
Campaigns cost money. Factor in agency and advertising expenses and punch those numbers into an ROI analysis to measure the benefits of your campaign.
Channels
How you distribute your campaign matters. There are phone lines, print media, and online (social media) channels. Grow those most relevant to your audiences and omit the ones that do not work.
Content
What type of content will you create for your campaign? Will it be direct mail, email, PPC, blog articles, and/or video ads? Including multiple formats can help nurture and retarget leads.
KPIs
Key performance indicators help you measure success. Know the end goal of your campaign and gather the qualifying metrics to quantify results. This way, you can determine if your campaign is reaching and engaging audiences and optimize, as needed, to drive results.
Marketing Team
Producing and managing a campaign is hard work. Your time is valuable. Having a roster of people to help you with copywriting, web development, customer care, sales, budget planning, and other elements of the campaign will give you back your time to focus instead on sales and closing deals.
All the tools and every tactic mean nothing if there is no strategy. Tailor your strategy to your needs, your requirements and your market, so you reach the right people with the right message at the right time.
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