CBM101317

Here are the notes from the Chris Brogan Media broadcast for 10/13/17. (You can watch this on my Facebook account).

This live video was all shot using Ecamm Live (client), the best way to do Facebook Live for Mac.

Please note that all links may be affiliate links. If someone is a client, I’ll call that out specifically.

Stories Shared

Well there you go. Bitcoin shot over $5000 yesterday. It’s kind of nuts, really. Also, this.

And even if you’re not sold on Bitcoin, you MUST embrace Blockchain for a lot of reasons. Here’s one.

Branding has become interesting. Let’s talk about Coach’s big change with Tapestry.

Related to this, there are huge WARS going on. Target and other retailers are joining Google to try and combat Amazon.

And speaking of Amazon, a cute attempt by Kansas City’s mayor to attract HQ2.

Let’s talk about the future.

The US has lost more and more manufacturing jobs. But do we even want them back? (No.)

The future of work will be weird. Wired says you’re not ready for working with robots.

But evidently it’s kind. Ryan Gosling wore a vegan faux leather coat in BladeRunner 2049.

The future might be scary as hell. Marvel’s New Mutants trailer looks a lot more like a horror movie than a superhero movie. And why that’s cool.

Finally, in cosplay fun with a soul, New York Comic Con had a great panel on diversity, women of color, and other social issues. Good!

Hey, if this has been interesting, consider picking up my weekly newsletter. It’s all unique ideas by me about how to improve buyer interactions and grow your business. Give it a peek

What ELSE is News?

You want to get featured on the Chris Brogan Media show? Drop me an email: chris@chrisbrogan.com and let me know what’s news!

Please Get My Newsletter

My newsletter is the best work I do every week. You can get yours here.

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Digital Marketing News: Twitter Happening Now, Snapchat Context Cards, LinkedIn Video Ads

LinkedIn Video Ads

Video Ads Are Finally Coming to LinkedIn (client) – When LinkedIn began allowing users to upload videos in August, video ads seemed like an inevitability, and they are now one step closer. LinkedIn announced today that it is running a closed beta test of video for sponsored content “with a limited number of advertisers.”  AdWeek

Twitter Plans To Release A Bookmarking Tool #SaveforLater. You know how you can save posts to read later in Facebook? Well, Twitter is looking to do the same thing. For all of you liking posts as a way to bookmark, you can stop that practice with this new feature. Will this mean likes will go down? Probably. BuzzFeed

New Research: The state of marketing attribution – A growing number of marketers are using attribution in all or most of their marketing efforts, according to a recent study from Econsultancy and AdRoll. However, the number of marketers acting on the insights they pull from attribution data is dwindling. Econsultancy

Snapchat Introduces “context cards” – Snapchat released ‘Context Cards’ this week, which have the potential to bolster marketing efforts for restaurants, venues and other destinations. These cards will pull in information based on the Snap’s geo-filters and map information that will lead viewers to online reviews, Uber and Lyft information and more. TechCrunch

AdWords Charges & Your Daily Budget – If you’ve been struggling to reach your advertising goals, AdWords has made some recent changes to help get you over the hump. As of October 4th, campaigns are now able to spend up to twice the average daily budget. Don’t fret about racking up the costs at the end of the month as you will not be charged more than your monthly charging limit. Google

Twitter Happening Now – Twitter is adding a “Happening Now” feature that will group tweets by event, the company announced today. The feature, which will start with sports games, is yet another way the company is seeking to highlight information on its platform outside of the traditional follow model. Buzzfeed

Social media monitor Brandwatch acquires content marketing platform BuzzSumo –  Two things that are great on their own are not often better together, but that’s exactly what the marketing industry expects from the combination of BuzzSumo and Brandwatch. TechCrunch

Connect the Dots from Data to Better Customer Experiences – Join me and Michael Trapani of IBM on October 26th for a free webinar to better understand the opportunities around creating best answer experiences with cognitive technologies. IBM Watson

Smart Speaker Commerce

NEWS NUGGETS

Infographic: YouTube has grown to 1.5 billion monthly active users – MarketingProfs

LinkedIn connects sales, marketing tools for B2B advertisers to target leads, accounts – MarTech Today

70% of Brands Work with Instagram Influencers – Research Brief

Majestic and SEMRush Combine Forces – Majestic Blog

Bing Ads Launches Automated Bid Strategy to ‘Maximize Clicks’ – Search Engine Land

As Voice Has Its Moment, Amazon, Google and Apple Are Giving Brands a Way Into the Conversation – AdWeek

New Study from D&B Shows What Frustrates B2B Buyers Most – MarketingProfs

70% of Marketers Do Not Use Anonymized Consumer Identity Data But 75% Say it Helps Campaign Optimization – MediaPost

63% of Amazon Advertisers Plan to Spend Even More Over the Next Year – AdWeek

What was the top digital marketing news story for you this week?

Be sure to stay tuned until next week when we’ll be sharing all new marketing news stories. Also check out the full video summary with Tiffani and Josh on YouTube.

I’m Making My Own Shows And You Should Too

I know that I’m a bit weird and unique. I started blogging back in 1998. I launched a podcast in 2005. I’ve been doing video since 2006. But there’s a reason and I want to share it with you.

Why I Make My Own Shows

I grew up in the 70s and 80s. Back then, you had about five or six TV channels, a few viable radio options, and maybe magazines or newspapers. That was how ideas came into the house outside of library books.

On TV, we had crappy cartoons. People making shows in the 70s especially just figured if it was colorful and whimsical and cheap to make, kids would watch it. Junk.

And there was no variety. And they never talked about what I thought was interesting.

Oh, and now? We have infinite options. But that’s because of people like me.

I make my own shows because I want to share what’s interesting to me with those of you who find it interesting and helpful.

Everything Is Easier

Your smartphone is enough to get you started in blogging, podcasting, or videoblogging. There are tons of solutions for hosting your content. The TECH is the least interesting part of the story because it’s just so ubiquitous and so easy.

It’s the content. It’s what you decide to talk about. That’s the tricky part. But that’s the best thing about this. You get to focus on what gets you excited!

Everything Is a Show

My daughter is into DIY craft stuff so she watches Threadbanger. She likes fingernail art so she watches Simply Nailogical.

My son is into retro videogames so he watches The Lonely Goomba and probably 100+ other shows.

I watch a bunch of things. Video game shows. An interview show where the host and guest both eat progressively hotter chicken wings. I love Casey Neistat and all kinds of videobloggers. (And pretty much anything Steve Garfield shoots.)

OH! And I love the Out The Door Weather Report by Ron Hood and team.

I listen to a weird variety of podcasts, mostly about non-business topics. There are tons of great shows out there now. Tens of thousands.

The subject matter can be whatever, as long as you make it interesting and entertaining (and informative).

We Need YOUR Show

In this case, “we” means the world. I might not be the right guy for your show. You might love to knit socks for cats. Not my show. But someone out there loves knitting, loves cats, and wants your cat-sock-knitting show.

And we need more B2B shows. I’d watch plumbers do cool HVAC jobs any day of the week. To me, the “our hands are in this mess” podcasts from the B2B world are sorely missing. We’re letting the marketing departments make this stuff and that’s not right. Sun Microsystems did this right back in the old days. They had the best blogs and podcasts based on really obscure things and the content was incredibly useful.

Get Over Yourself

The big reason you haven’t made a cool show is that you’re worried that you’re too fat, skinny, ugly, old or something else. Your dumb self-image is keeping you from making us an incredible and useful show. Stop it.

You probably ARE too old/young/ugly/fat/skinny/weird looking something. Who cares? Some of the most interesting people are all of those things. I’m more than half of those things and I make a show.

Just Make Them With Heart

Don’t just poop another show into the world. Make something you care about. Otherwise, no one else will care about it. I promise. If it’s just a chore for you, it’s a chore for us to consume. And we won’t.

Make something that you want to show someone you love. Make something that will draw the others who are into what you’re into together. Make something that helps us all thrive a bit more in some way.

That’s what we need. That’s why we need YOUR show. Okay?

Go!

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Will More Tweet Space Equal More Value for Your Twitter Audience?

Last month, Twitter made big headlines after announcing it was in the midst of testing 280-character tweets as a way to give users more room to “express” themselves. The announcement came a little more than a year after Twitter stopped including links and photos in character counts.

“We want every person around the world to easily express themselves on Twitter, so we’re doing something new: we’re going to try out a longer limit, 280 characters, in languages impacted by cramming (which is all except Japanese, Chinese, and Korean),” the company said in a press release on its blog. “Although this is only available to a small group right now, we want to be transparent about why we are excited to try this.”

For marketers, many may feel like Christmas has come early. Let’s face it, writing a compelling and comprehensive tweet in just 140 characters is an art — an art that seems almost impossible to master. With double the amount of space, the pressure is off and marketers can unleash their full wordsmithing talent. Um, right?

Not so fast.

Twitter’s 140-character limit has been a defining platform characteristic since its inception — and something many users are extremely partial to.

“Twitter is about brevity. It’s what makes it such a great way to see what’s happening. Tweets get right to the point with the information or thoughts that matter. That is something we will never change,” Twitter said in its release. “We understand since many of you have been Tweeting for years, there may be an emotional attachment to 140 characters — we felt it, too.”

While Twitter is confident that giving users more real estate will make it easier and more fun to tweet, marketers should not look at it as an opportunity to rewrite their tweeting best practices. The real opportunity here is to discover whether or not you can use that extra space to deliver more value and resonance to your audience.

Twitter’s character limit change is an opportunity to learn if you can deliver more value. #marketing Click To Tweet

So, once “super-sized” tweets — as The Verge so eloquently called them — come to your account, don’t throw caution to the wind right away. Start with these actions:

#1 – Audit your existing Twitter initiatives.

Take a deep dive into your analytics dashboard to get a deeper understanding of how your audience is already engaging with your tweets and taking action on them.

Of course, the basic metrics are important because they can serve as your benchmarks. But also go beyond the metrics to start categorizing what content garners the most engagement so you can draw some more meaningful insights. For example, what topics seem to fire your audience up? How long are your most effective tweets? Are images or video a part of your most successful tweets? Which tweets featuring my website content got the most clicks? What really seems to be working? What’s clearly not working?

In addition, it’s worth taking a peek at your website analytics to understand how Twitter is impacting your business. Depending on what you uncover through the Twitter dashboard, you might be able to draw some more conclusions on what tweet content has value beyond awareness and engagement.

Before adding characters, audit your current Twitter efforts. #socialmediamarketing Click To Tweet

#2 – Craft and launch test tweets.

Use the information you uncovered during your audit to build out and launch a test campaign featuring longer tweets. Of course, build these tweets in accordance with what you know is working best with your audience, but also give yourself some space to experiment a bit. We’d suggest running the test for at least a month to get enough data to lead into the next action.

Test longer tweets before throwing out Twitter best practices. #socialmediamarketing Click To Tweet

#3 – Analyze results and tweak your test.

Now it’s time to dive back into your analytics to understand how your test tweets stack up to your legacy efforts. Did you see a measurable rise or decline in engagement? What kind of engagement did you receive (i.e. increase in average comments or decrease in average retweets)? Was there a certain type of content that really benefited from that extra character room?

After you test longer tweets, analyze your results & make tweaks. #socialmediamarketing Click To Tweet

The Bottom Line: Value Trumps Character Count

At the end of the day, character count simply doesn’t matter if what you’re sharing has no value or resonance with your audience. Since Twitter launched, the tight character count has been a creative restraint, challenging us all to say more with less. So, while you should certainly take advantage of the extra room when it makes sense, your primary objective should always be bringing insight and value to your audience. Because when they see the value you bring to the table, they’ll reward you for it.

Your primary objective should always be to bring value to your audience. @CaitlinMBurgess Click To Tweet

What do you think about Twitter’s decision to double its character limit? Tell us in the comments section below.

CBM101117

Here are the notes from the Chris Brogan Media broadcast for 10/11/17. (You can watch this on my Facebook account).

This live video was all shot using Ecamm Live (client), the best way to do Facebook Live for Mac.

Please note that all links may be affiliate links. If someone is a client, I’ll call that out specifically.

Stories Shared

Yesterday, Bitcoin ALMOST made it to a record high value. This says we might still get there.

Another cool use of blockchain technology? You can create your own loans for people without much of a third part between you.

But if you’re not ready to invest in cryptocurrency, this investment app by Stash has been a lot of fun.

Speaking of investing, you should see what Oracle’s planning in the world of blockchain support.

And as a small business owner, you might want to check out how the Internet of Things relates to your search value.

In Alexa news, the BBC is launching a new interactive show where you can choose your own adventure.

And if that’s not your bag, Google just bought a podcasting technology that helps delivery highly personalized short form audio content.

Keep your eye out for these shifting media experiences. Apple just inked a big deal with Spielberg to create new programming for the Apple TV platform.

My random plant-based story of the day is plant based sales tripled since 2016. This is more than a quick fad, at least so it appears.

In another effort to fend of “porch pirates,” Amazon is willing to deliver packages to your car’s trunk. This is one of SEVERAL methods they’re exploring for keeping your stuff safe.

I’m just helping you out with this one. If you don’t yet know what a “porg” is, this is a good start.

Hey, if this has been interesting, consider picking up my weekly newsletter. It’s all unique ideas by me about how to improve buyer interactions and grow your business. Give it a peek

What ELSE is News?

You want to get featured on the Chris Brogan Media show? Drop me an email: chris@chrisbrogan.com and let me know what’s news!

Please Get My Newsletter

My newsletter is the best work I do every week. You can get yours here.

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Making B2B Marketing Gold: A Look Back at MarketingProfs B2B Marketing Forum #MPB2B

Image via MarketingProfs

To open up the 2017 MarketingProfs B2B Marketing Forum, Chief Content Officer Ann Handley shared a challenge for attendees to keep top of mind while at the conference (in addition to tap dancing, but more about that later):

#1 – Find Your Squad

This has been a running theme for the B2B Marketing Forum for as long as I can remember. Because the conference is capped at around 1,000 attendees, you actually have the opportunity to run into some familiar faces during the conference.

Even if you traveled to the event with members of your own team, it’s important to make the effort to meet new people, “your people”. I’ve been lucky to meet some really amazing people at conferences and continue to be in contact with many of them to this day.

We were fortunate to have a team at MPB2B that included myself, Lee Odden, Alexis Hall and Dan Rasmussen. This is a theme that resonates very well with us as we are constantly looking to add new members to our squad at TopRank Marketing in the form of new team members, industry influencers and prospective clients.

#2 – Go Outside Your Comfort Zone

It doesn’t matter if you are an introvert or an extrovert, there will be situations that push you outside of your comfort zone. It could be walking up and starting a conversation with someone you’ve never met, interviewing one of your marketing heros, or for me, speaking on stage at my favorite conference to a room full of smart marketers.

Often, once you do make the effort to step outside of your comfort zone you quickly find that you’re actually having fun and wish you would have taken strides sooner.

These two challenges posed by Ann Handley led our team to push ourselves at this conference and align very well with some of our core values. Below is a recap of how we found our squad, went outside our comfort zones and learned as much as we could in an action packed three days.

Celebrating Squad & Comfort Zone Queen Ann Handley

If you’re like most marketers, Ann Handley’s squad is one that you want to be a part of. Ann is a genuinely kind, warm and incredibly smart individual that I feel lucky to know. But don’t take my word for it, see what some of today’s top B2B marketers had to say:

And if I thought that I stepped out of my comfort zone at MPB2B, it didn’t even come close to Ann taking the stage and tap dancing her little heart out in front of 1,000 marketers:

Spending Time with our Squad

Marketing events present a great opportunity to spend time with the marketers that you love and respect the most. We were fortunate that many of these people were at MPB2B last week.

The first night we were lucky enough to spend some time with our squad from LinkedIn Marketing Solutions (who also happen to be a TopRank Marketing client). This group of marketers are some of the most talented and driven people I know.

Thanks for the memories!

On night two, TopRank Marketing hosted a VIP event that included some of our amazing clients, friends and top influencers at the conference.

Thank you everyone for taking the time out of your slammed schedules to share some drinks, eats and conversation with our team!

Sharing Smarts with Fellow Marketers

Events present the opportunity to learn from some of the top marketing minds in the industry. And since we know not everyone was able to attend MPB2B, we set out to capture some of the top insights from the conference. Below is what we uncovered:

Why to ROI: Proving the Value of B2B Influencer Marketing

Even though B2B marketers have begun to explore influencer marketing further in recent years, they’re still struggling to prove the ROI of these efforts. In his session, TopRank Marketing’s Lee Odden shared 5 essential steps for driving ROI with B2B influencer marketing.

Look to your left and right. Those people are influential about something. @leeodden Click To Tweet

Everything You Need to Build a LinkedIn Marketing Tactical Plan

While the majority of marketers believe that LinkedIn is THE social media channel for business, many are struggling to implement a LinkedIn strategy that garners results. These takeaways from LinkedIn’s Alex Rynne and HubSpot’s Chris Wilson will help you get closer to success.

Don’t DO social campaigns, make every campaign social. @amrynnie Click To Tweet

If You Only Had $1k to Invest in Content Marketing, How Would You Spend it?

Limited budget, time and resources are a struggle that all content marketers face, no matter the size of their organization. In his presentation, GE Digital’s Chris Moody shared quick tips for advancing your content as well as a breakdown for how a limited budget of $1k could be spent for maximum impact.

There is no excuse for us not to be data driven marketers. @cnmoody Click To Tweet

The Netflix Experience: Create Binge-Worthy B2B Content

One of the top objectives for many brands today is to find a way to get audiences to binge on their content. But, creating binge-worthy content takes effort. See Ardath Albee’s top tips for creating content sure to keep your audience coming back for more.

Change the way a buyer thinks about a problem & they’ll look to you for more. @ardath421 Click To Tweet

Learn How to Connect Actions to results Using Marketing Attribution

Marketing activities that aren’t tied to results make it difficult to prove value. BrightFunnel’s Dayna Rothman shows how marketers can turn the buyer journey into a science by properly leveraging data and analytics.

Always keep testing and optimizing! @dayroth Click To Tweet

In addition to his session covered above, Lee also participated in a panel about the convergence of ABM and Content Marketing. This panel provided great insights on how brands can reprogram organizational tactics to create a more focused, hyper-personalized approach to ABM.

On the final day of the conference, I took the stage for the first time at MPB2B to discuss scrappy B2B creativity hacks with my panelists Nick Westergaard and Andy Hunt. As this was the last session on the last day of the conference, we decided to make our session interactive and answer the audience’s most burning questions about B2B creativity.

Image via @michaelnob

Who are the 50 Top B2B Marketing Influencers From MPB2B?

B2B Marketing Influencers

As is tradition, TopRank Marketing CEO Lee Odden gathered the marketers speaking at the B2B Marketing Forum and ran them through Traackr to see which ones ranked highest related to B2B marketing. Want to see who made the cute? Read: 50 Top B2B Marketing Influencers 2017

Coming Soon: Marketing Expert Interview Series

While at the B2B Marketing Forum, Dan Rasmussen and I had the opportunity to interview seven leading marketing experts on everything from their journey into content marketing, to what they predict as the future for content marketers.

Subscribe to our blog today to get first-access to this exciting new interview series!

Thanks for an Action-Packed Event!

Thank you to Ann and the entire team at MarketingProfs for putting on a first-class event. We can’t wait to see what next year’s conference in San Francisco holds!

If you were lucky enough to attend this great event, what was your top takeaway?

Content Marketing Platform BuzzSumo Acquired by Brandwatch

Brandwatch acquires BuzzSumo

It’s no mystery that I’m a big fan of BuzzSumo. I’ve been a customer since they launched and have advocated for the platform in blog posts, interviews and marketing presentations all over the world – including keynoting at the BuzzSumo ContentSEO conference in New York.

I’ve also been a fan of Brandwatch after my pal Richard Bagnall introduced me to the CEO, Giles Palmer. I’ve had a chance to spend time with Giles as well as members of the Brandwatch team at their user conference and in the Brandwatch New York office.

Today those worlds come together as Brandwatch announces their acquisition of BuzzSumo.

Steve RaysonSteve Rayson from BuzzSumo gave me the heads up earlier today, “BuzzSumo will remain as a separate product but we will leverage Brandwatch’s expertise, data and resources to improve what we do. The team and I will be staying on. I just wanted to say thanks again for all your support over the years and I look forward to working with you in future as part of the Brandwatch team.”

Giles PalmerOf course I reached out to Giles as well to ask, “Why BuzzSumo” and how Steve was persuaded to finally sell? Giles shared, “Steve and I have gotten to know each other over the last few years. I think steve saw our culture was progressive and felt that we would not destroy what he and the team had built. For my part, they’re an extraordinary team and we can help them do even greater things. It feels right.”

I can tell you this partnership feels right too. BuzzSumo is an amazing platform with an impressive user experience and capabilities. Brandwatch is easily one of the most powerful social media listening and analytics platforms around. The combination of expertise is sure to be impressive and I’m very much looking forward to seeing how the two platforms make each other better. Content and Social Media make the digital marketing world go ’round.

Just in case you’re not aware, Brandwatch is an international, tier one social listening and analytics platform in use by major brands like our clients State Farm and 3M as well as Walmart and VICE.

And BuzzSumo is a “walk the talk” Swiss Army Knife of social media, influencer and content insights providing content analysis, social and influencer research. They also have the recently added Question Analyzer. Companies like BuzzFeed, TechTarget, and Rolling Stone as well as many, many agencies and in-house marketers use BuzzSumo on a daily basis, just like we do at TopRank Marketing.

Here are a few more details from the press release:

BuzzSumo will retain its branding as its team continues managing all day-to-day functions of the business. The tool’s highly successful trend identification and content discovery capabilities, along with an expansion of its content measurement offering will be enhanced with a hefty infusion of Brandwatch’s data and analytics expertise, and global business footprint.

The combination of two companies’ complementary technologies represents a formidable force in content marketing, one of the most rapidly growing marketing industries. According to Ryan Skinner, senior analyst at independent research firm Forrester Research, US companies alone spent upwards of $10 billion on content marketing in 2016*.

Brandwatch adds BuzzSumo to its social intelligence offerings alongside Analytics, its core listening product, Vizia, its revolutionary data communication platform and Audiences, the company’s influencer and audience analysis tool. Audiences itself is powered by the data and influence technology integrated as a result of Brandwatch’s successful first acquisition, PeerIndex, in December 2014.

Congratulations to Steve and BuzzSumo team as well as Giles and the Brandwatch team!

And also, three cheers to marketers with beards!

Lee Odden and Giles PalmerLee Odden and Steve Rayson

Top image credit: Brandwatch

CBM101017

Here are the notes from the Chris Brogan Media broadcast for 10/10/17. (You can watch this on my Facebook account).

This live video was all shot using Ecamm Live (client), the best way to do Facebook Live for Mac.

Please note that all links may be affiliate links. If someone is a client, I’ll call that out specifically.

Stories Shared

Did you know that the cartoon Rick and Morty is the #1 cartoon with Millenials?

They’re so big they convinced McDonalds to bring back Szechuan sauce last seen around the time of the movie Mulan, based on an episode of the cartoon.

But um, that went poorly. McD’s didn’t anticipate the fandom. So now they’re going to bring it back again this winter so more people can have some.

They could’ve asked a bot for an answer. Evidently that’s a thing now.

Especially if you like the NBA. Now you can ask Alexa all those basketball stats questions.

In other sports news, there’s now a big issue where NFL owners and leadership are asking their team members not to protest the National Anthem.

Let’s talk about the future. Puerto Rico’s future. Here’s a beautiful ‘reimagining’ opportunity that bears thinking about.

Speaking of the future, there will be one fewer mobile OS in it. Windows Phone is no longer.

But in other signs of things to come, Hulu just ordered up 4 new esports shows.

In plant-based news, ever want to get some healthy smoothies mailed to you? You can!

Lastly, some cosplay. You know I love it. This is the Justice League at NYCC. Cool, right?

Hey, if this has been interesting, consider picking up my weekly newsletter. It’s all unique ideas by me about how to improve buyer interactions and grow your business. Give it a peek

What ELSE is News?

You want to get featured on the Chris Brogan Media show? Drop me an email: chris@chrisbrogan.com and let me know what’s news!

Please Get My Newsletter

My newsletter is the best work I do every week. You can get yours here.

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Real Estate Landing Pages (Our Customer Favorites + Why We Think They’re Great)

Whether you’re an independent realtor or work at a real estate agency, you can gain a competitive advantage if you have owned digital properties to drive your paid and social traffic to.

Owned properties — like landing pages — provide you more control in real estate versus relying on popular listing sites where the journey isn’t always clear, you can’t customize your call to action or match your branding.

In short, real estate marketing can really benefit from lead capture landing pages because they allow you to:

  • Establish and grow your mailing list, ensuring you can follow up with and remarket to interested prospects later.
  • Showcase properties especially well, creating urgency and delivering especially compelling offers (like granting early access to listings, for example).
  • Track social and paid campaigns better. With a listing site you don’t have access to metrics and can’t determine ROI as quickly as you can with a landing page.

Ultimately, you can use landing pages to understand exactly who is interested in a property, entice prospects to book appointments (or other offers) and wow new clients with on-brand design.

In this post I’ll break down some of the best ways to start using real estate landing pages with a few examples from Unbounce customers.

1. Showcase your listings (and grow your mailing list)

At minimum, every real estate broker needs a place to share listings online. But ideally, you’ll want to own the experience.

RE/MAX agents Matthew Davidson and Kimbe MacMaster know this first-hand.

These independent agents use Unbounce landing pages to showcase an overview of a property: quick stats, a photo gallery, a video and details on the community. And while a property is available, prospects can book a showing as the call to action:

Featuring trendy parallax scroll, this page converts at 0.38%. Click to view full-length landing page.

Once the listing is sold (nice work Matthew and Kimbe!), the CTA changes to allow interested parties to sign up for early notice for similar listings in the future:

This post-sale CTA swap is a terrific way to build your email list for advertising similar properties in the future.

Having used the Unbounce Loft template, Matthew and Kimbe can simply duplicate this page each time they need a dedicated place to feature a listing. This allows the duo to be listing-specific when they link from a Facebook or search ad, ensuring a seamless ad-to-landing-page experience for potential buyers.

According to the Unbounce Conversion Benchmark Report, 41.6% of marketers in real estate have at least one page that converts under 1.3%, so Matthew and Kimbe’s conversion rate above is in line with what we see for many real estate marketers.

See how your conversion rates stack up in real estate (and nine other popular industries)

Download the Unbounce Conversion Benchmark Report to see how your landing page performance compares to your competitors.
By entering your email you’ll receive other resources to help you improve your conversion rates.

2. Entice buyers with exclusive pre-sale info, floor plans, price lists and more

Booking viewings of individual properties is great, but what if the real estate you’re selling is still in development?

Working with large and small-scale real estate developers, Rennie helps their developer clients plan and execute all aspects of their marketing and sales strategy, including online advertising. As part of their online strategy, they create project-specific landing pages and direct all paid traffic to those pages to gather leads.

Here’s an example created for The Pacific by Grosvenor:

This real estate landing page currently converts at 7.92%. Click to view full-length page.

Jennie Sebastian, Rennie’s Digital Marketing & CRM Manager, shared that the marketing team typically has a kick-off meeting five to six weeks before a campaign. Once they determine targeting and put together a media schedule, creative — including development of the landing page — can begin.

The campaigns typically employ search ads, display, Facebook, Instagram and WeChat, but the team is always looking for new ways to reach their target audiences.

As many real estate marketers can likely empathize with, Jennie shared:

One of the biggest challenges in online marketing is coming up with a strong call to action that entices users to provide us with their personal information.

Depending on the phase of the project and assets available, CTAs range from, “Sign up now for early access” and “Download all floorplans now,” to “Book a private appointment now.”

Through numerous A/B tests the Rennie team has found that more specific CTAs convert significantly better than more generic ones, as they clearly articulate to a prospect what they are receiving in exchange for their information.

Which brings us to landing page idea number three…

3. Get prospects to picture themselves in their dream home with a virtual tour

Just as Jennie from Rennie told us above, compelling CTAs are very important in real estate marketing, and offering a virtual tour has proven to be very effective for their team:

We recently offered a virtual tour using special 360 degree photography for one of our projects in Calgary. After updating the CTA to “Take a virtual tour now,” we saw a significant increase in the conversion rate.

Here’s an example page of theirs, which converts at 4.15%:

Click to view the full-length landing page.

Clicking the CTA button triggers a form gating the tour:

Even if you can’t wrangle 360 photography, you can still get prospects to picture themselves in their dream home.

Simple videos, photo galleries, or even the hero image on your landing page can do the trick. But be sure to test.

Example test of hero image variants

Here’s an example from Coronation Properties via digital agency Rocket. They test variations of their pages with different key elements of a property featured in the hero image.

Here’s a variant wherein the bedroom is the hero shot:

And another where the kitchen takes the spotlight:

The takeaway here?

Get creative with videos, 360 tours, or even experimenting with your hero shot, to give clients a glimpse into the property that’s right for them.

4. Offer up relevant listings to abandoning visitors

While landing pages clearly offer a competitive advantage in real estate, you also want to ensure you’ve optimized your website for conversions.

As our customers at Brixio know, you can try out an Unbounce overlay to ensure you’re not missing out on conversion opportunities. Overlays allow you to show relevant offers to specific users at the perfect time, making them less likely to leave your website without converting.

Unbounce Convertables

We love their idea for an overlay triggered to appear on exit to those leaving a website, tempting potential real estate buyers with off-market or exclusive listings.

Here’s a preview of what they had in mind:

5. Test a simple value prop to prompt more commitment-heavy offers

For marketers in the business of custom real estate, your offer of a tailor-made home is much more commitment-heavy than simply moving into an existing place.

This poses an interesting challenge: interested prospects likely have many questions, may be exploring many options and need a reason to trust you immediately.

Here’s agency Rocket’s solution: an on-brand, clear landing page (where prospects can “enquire today”):

This page converts at 1.84%. Click to view full-length landing page.

This small offer accompanied by all the fine details serves as a type of micro conversion, ensuring Manor Homes’ prospects have the chance to reach out and get the conversation started about a custom home.

Get creative with your own micro conversion incentives! For example, you may want to consider inviting prospects to download a collection of your custom homes to preview at their leisure.

6. Offer up relevant content marketing (so you can nurture leads later)

Plenty of businesses use content marketing to reach their target audience, and as Edina Realty knows, this applies to the real estate industry too.

As a subsidiary of Home Services of America, Edina Realty’s licensed pros guide customers through home buying and selling. To provide the most value to their clients, they deliver unique and useful content via custom landing pages.

Check out this Unbounce landing page they created to distribute their Ultimate Guide to Selling Your Home – it converts at a whopping 18%:

Click to view full-length landing page.

By combining content strategy with retargeting, Edina Realty is able to reach prospective leads throughout the funnel and deliver quality leads to their agents.

Hannah Kaeter, Digital Marketing Manager at Edina Realty, told us about the importance of educating leads:

One of the key challenges in our market is a low inventory of homes for sale at lower price points. With this challenge comes an opportunity to educate potential sellers — many of them first-time sellers — about the process so they can evaluate and make informed decisions about their own property and situation.

Ready to build your digital property?

Overall, the above examples illustrate the importance of having a dedicated place to send your paid and social traffic, which can make all the difference in whether you can track the ROI of your real estate marketing. This beats relying on common listing sites — especially in the case of condo developments or offers that require sophisticated branding or high commitment, like custom homes.

Replicate the success of these realtors with Unbounce’s real estate templates, and be sure to download our Conversion Benchmark Report for a breakdown of where you stand in this industry.

If You Only Had $1k to Invest in Content Marketing, How Would You Spend it?

Budget is always top of mind for content marketers, but especially this time of year. In order to get even close to the budget that you want or need, you have to justify the spend.

Unfortunately, we’ve been ineffective at content for a while. But the question is, can we change the narrative?

In his presentation last week at the MarketingProfs B2B Marketing Forum, GE Digital’s Chris Moody gave the audience insights into why we’re ineffective, and what we can do to improve, without having to spend a significant amount of money.

Where Are We Failing?

While approach and hurdles will vary from brand to brand, there are three key reasons that content marketing isn’t working today. Below are three stats that paint a very clear picture of where we’re going wrong:

  • Only 37% of marketers have a documented content strategy. (Content Marketing Institute & MarketingProfs)
  • Unfortunately, 82% of enterprise marketers have no centralized view of the customer. (Forrester)
  • 65% of CMO’s can’t measure ROI for digital marketing. (Forrester)

Why Are We Failing?

The problem with many content marketing teams today is that they are not obsessed with business performance. We’re focusing on KPIs instead of outcomes and often have a hard time tracking and mapping content success.

5 Quick Tips for Advancing Your Content Marketing

Change can be tricky and it’s important to make small incremental changes that set your team up to be successful. Below are a few quick tips that Chris offered in session. Instead of feeling like you need to make all of these changes right away, pick a couple and get started.

#1 – Define your mission. Your mission should be a guiding force for your approach to content and all other facets of your marketing strategy.

#2 – Institute the one word challenge. When you think of companies like Apple and Volvo, you immediately know what they stand for in one single word. Challenge your team to attempt the same with your brand.

#3 – Stop chasing the next big thing. One of marketer’s biggest challenges today is the fact that we are constantly distracted. Instead of focusing on content quantity, direct your attention to content impact.

#4 – Determine your top goal. While there may be a plethora of business objectives you’re trying to achieve through marketing, pick one goal and divert your attention to helping your team achieve whatever that is.

#5 – Use insights to drive approach. Too often, content teams put a significant amount of effort into planning for, creating and launching their content. Then it’s never touched again. Immediately after launching your content, begin monitoring the performance and start talking about what worked, what didn’t and what you’ll change going forward.

How Does GE’s Chris Moody Think You Should Spend Your $1,000?

Finally, for the moment you’ve all been waiting for; how should you spend your $1,000 budget?

While there are literally a thousand ways you could spend your budget, Chris recommended the following:

$300 on Video

It’s no surprise that video content is in high-demand from customers. However, venturing into a new medium can sometimes seem like a very overwhelming undertaking.

While you can invest a lot in equipment, there are some great low-cost options today (including your smartphone). A good place to start is by spending your budget on editing video. You’d be amazed at what some good editing can do to turn a basic video into a masterpiece.

$100 Each on LinkedIn, Facebook and Twitter

You’ll never know what works until you test it. By investing a small amount in social advertising and boosting posts on top social networks, you’ll be able to identify what does (and does not) resonate with your audience on each platform. When setting up your social advertising, be sure to:

  • Start measuring traffic
  • Narrow your target audience to under 10k (small as possible)
  • Copy your customers
  • Target news feeds
  • Set a low daily budget
  • Use a call to action and social proof
  • Measure and gather insights

$400 Repeating What Works

After you initial investment of $600, you should have a rough idea of what tactics are working. Based on that data, invest your remaining budget into the tactics that performed best.

View Your Constraints as Opportunities

There will always be brands with larger budgets and more resources. Instead of lamenting about what you don’t have, focus on what you do. A great idea doesn’t cost a dime and there is no replacement for testing. If you’re ready to call in the experts, see if our content marketing services might be a fit for your brand.

What do you see as your biggest opportunity for getting more from your content marketing budget?