Today’s world is increasingly influenced by the internet, social media, digital communications and cloud based applications. Developing and implementing an effective strategy for Digital Real Estate in any organization is essential to optimizing operations.
Similar to “Real Property” enhancements made to digital real estate will increase the value of your property. A well-developed website that provides constantly updated valuable information, links from other strategic partners, links to download additional valued content and appropriate social media links is worth far more to your company than a static website that was designed as a “brochure” about your company.
Digital Real Estate Marketing is the promoting of services through digital channels and online platforms. Your digital real estate should assist you in engaging prospects as well as drive marketing campaigns that leverage video, email, mobile, referral & social media platforms to achieve your marketing goals.
Let’s take a look at the steps involved.
Step 1: Driving Traffic
You’ll need to create compelling, multimedia marketing campaigns and get them out to your target market. Through customized Social Engine Optimization, Email Marketing, Pay-Per-Click Advertising, Videos, QR codes as well as other offline efforts, you’ll maximize the number of people exposed to your message so they can see why your services are so amazing!
Step 2: Presentation
Once the traffic is generated you’ll then communicate the key features and benefits you have to offer. You’ll want to develop a unique selling proposition, and then create an engaging multimedia website. The entire site should engage the prospect and encourage them to take the next step in your sales process.
Step 3: Capture & Track Results
Once you captivate your prospect, encourage them to complete an online survey, request a newsletter, or request information to gather data and email addresses for future marketing. Website traffic can be tracked in real time giving you immediate notice of activity for follow up and feedback in order to make adjustments to the site or strategy.
Step 4: Conversion
Having captured your now, web qualified – prospect’s name and email address, it’s time to engage them using the Sales 2.0 approach with branded sales materials, webinar creation, and inside sales communication tools. It’s not only about marketing… it’s about leveraging your Digital Real Estate with your Sales 2.0 process using the right tool for the right job.
Making the appropriate improvements to your digital real estate will facilitate your need to reach new prospects when they are online searching for a company that provides the services and products that you offer. Further, it will facilitate your Outbound marketing activities by providing a steady stream of potential prospects in need of nurturing and “right now” solutions.