BLOG POST BY LINDSEY IMPERATORE, DIRECTOR OF MARKETING AT THE NEWS FUNNEL
As a marketing leader, having your budget cut is not an easy pill to swallow. But you can’t stop marketing. The show must go on, as they say. So what do you do?
It’s all about keeping your cool and restructuring the department. How can you pool the talents of your team and the free resources to keep the real estate company alive in advertisements? Armed with online marketing tools and resources, the team should be organized to drive results.
Follow these strategies to reverse negative perceptions about your budget cuts. Stay positive and get creative--there are still many ways to keep your marketing cutting edge and thriving.
Organic Traffic Flow
One way to reduce your marketing expenses is by focusing on the “free” traffic from organic sources, mainly search engines. This will break down into two sections: on-page and off-page SEO. Improving on-page SEO means fixing header tags, internal links, responsiveness, and readability.
Off-page SEO requires building a bit of strategy. The first step is to plan and publish sharable content that people will want to link to. You’re probably already doing this on your blog and social media platforms. With this step down you can reach out to other commercial real estate sites and start a conversation about link exchanges. Growing the number of reputable sites that link back to your site will set your company’s search rankings on fire. Not to mention, it helps other agent-friends out! This off-page SEO collaboration will get more eyes on your site without spending a dime.
Reduce Paid Advertising
Spending less will obviously save the dollars you no longer have. If you can, find your best performing ads by using an inexpensive analytical tool like Google Analytics. You’re doing this for the data, not to keep expensive ads running.
Find your successful target keywords--these will become the backbone of future ads because they have been proven to resonate with your audience. Focus your new content creation on boosting your website ranking according to these target keywords.
Expand Your Social Following
Becoming more popular on social media is much easier said than done. Target the channels that already show promise for your business. They will have the most followers and show the most potential for engagement with your content. If you’re just getting started with social media, Twitter, LinkedIn, and Facebook drives the most traffic to businesses out of all the social media platforms. Youtube is advanced, but an awesome tool if you want to produce some bomb visuals. Vlogs, tutorials, and webinars are all creative ways to find and engage followers.
The big takeaway is this: It sucks if your marketing budget gets cut, but it’s not the end of the world. The blow might just give you the burst of fresh air you needed to switch up the department and try new ways of approaching your commercial real estate audience.
Need help with your social media strategy? Contact Jen@thenewsfunnel.com to learn more. We manage some of the BIGGEST brand’s social media in CRE and more importantly WE GET RESULTS.