Creating eCampaigns for Commercial Real Estate Professionals

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Learn how to create eCampaigns that will generate leads for you again and again.


<p>Microsoft Word - Study Guide - SMOM Week 4 - eCampaigns.docx</p> <p> 1 </p> <p>Social Media and Online Marketing </p> <p>for CRE Professionals </p> <p>Spring 2013 </p> <p>eCampigns Week 4 </p> <p>Cindy Spivack Cindy Spivack International, Inc </p> <p> 847-562-0030 </p> <p> 2 </p> <p>Study Guide eCampaigns </p> <p> By: Cindy Spivack </p> <p>Cindy Spivack International, Inc. </p> <p> Instead of one-way interruption, web marketing is about delivering useful content at precisely the right </p> <p>moment when a buyer needs it." -David Meerman Scott- </p> <p> Content is King! -Bill Gates - </p> <p>Simply put: eCampaigns (email marketing) are a cost-effective way to market. Its because you can send personalized, targeted, and interest-specific content (messages) to a large number of people. The value goes beyond its low cost, however. ECampaigns and email marketing has certain advantages over other forms of marketing. For example, you can measure the success of the campaign and replies are instant. And in fact, if you keep the design elements and personality consistent over time (this is called branding) each successive message will become more memorable. Consider using an email marketing provider for your campaigns (,,,, and etc). Examples of emails you can send: </p> <p>Newsletters Listings Relevant articles Announcements Success stories/case studies </p> <p> 3 </p> <p>Q and As Tips and How Tos Press releases Open house Invites Business Letters </p> <p> Best times to send email campaigns: Tuesday, Wednesday or Thursday at 10 AM Today, lets explore eNewsletters as a stategy The Top 10.5 Reasons to Publish a Company Newsletter Today more then ever businessmen and women are starved for accurate and current information pertaining to their industry. Is seems as if everyone has an opinion and they are all different! For the most part, you can find an opinion to support whatever youd like. For example, take a look at the Sunday newspaper and youll probably read about the commercial real estate market and its continued slide downward. Then on Tuesday theres an article about the commercial real estate market and its amazing climb upwards. Turbocharge your marketing with a monthly newsletter and watch your sales increase magically. However Consistency is the key once or twice each month is suggested. Below are 10.5 reasons why: A Newsletter Template that has been tested and deemed ultra successful and the tools you need to get it out </p> <p>1. People buy from those they know, like, and trust. Publishing a newsletter allows your readers to learn more about you and then decide if they like and trust you enough to do business with you. </p> <p>2. Industry newsletters provide your prospects and clients with valuable information they will appreciate. </p> <p>3. It keeps you in front of your prospects on a regular basis. 4. A newsletter allows you to be perceived as an expert and people like to do </p> <p>business with experts. 5. It you craft it with the goal of adding value to the reader its a win-win. 6. It can educate buyers, sellers, landlords and lessees about important </p> <p>issues in commercial real estate or other business niches you may be involved in. </p> <p> 4 </p> <p>7. You can highlight featured products and services and make other general announcements. </p> <p>8. You can make requests for new business (those who learn how to shamelessly promote themselves and their business make more money). </p> <p>9. It allows you to have a format for keeping your prospects and clients current. </p> <p>10. It is one of the fastest ways to increase your credibility. E-NEWSLETTER MARKETING POWER </p> <p>How To Use E-Mail Publishing To Attract Hyatt New Prospects, With Loyal Clients, And Grow Your Way To Success </p> <p> Introduction As a savvy business owner, you already know that the "fortune is in the follow up." And these days, business owners like you and me have more options than ever when it comes to how we choose to follow up with new leads. We can: </p> <p>1. Send a quick EMAIL to say "nice to meet you, here's a link to my website, and let me know if you'd like to discuss further, etc." 2. Give them a CALL and try to set up a meeting or initial consultation to find out if it's a good fit. 3. Add them as a friend on FACEBOOK and TWITTER, so they can get to know you and your services/products a little better. </p> <p> All of the above might feel like a follow up, but if you don't get the RESPONSE you were hoping for, it's easy to dismiss it as a dead end especially in our instant gratification society. in today's online environment, it's crucial that business owners recognize that a RESPONSE is multi-dimensional. A person isn't ready to buy until they scope out your website, read a few testimonials, find you on Yelp, and check you out on Facebook. And one of the most effective tools out there today that allows you to package ALL of the above into one polished package is... an eNewsletter. Okay, I know what you're thinking. An email newsletter? That's soooo 1999! But follow me for a moment... According to a 2010 study by ExactTarget, 56% of U.S. Internet users interact with brands only via marketing emails, compared to 1.3% who interact only via Twitter and 0.7% by Facebook. </p> <p> 5 </p> <p> Pretty astounding, considering all the hype around social media, right? Don't get me wrong, I love using social media to promote my business just as much as the next, but what recent statistics are continuing to tell us is that most people still heavily rely on email marketing to get informed about products, services, promotions, and updates. And business owners are responding... A 2010 StrongMail study found that marketing and business leaders still choose email marketing as the top area of investment growth (65%) in 2011, above social media marketing (57%) and search marketing (41%). Email is still very much a heavy hitter in the online marketing game. So, whether you're just starting, or you've been publishing an eNewsletter for years, the bottom line is: now is NOT the time to pull back on your email marketing efforts. In fact, it's time to start leveraging it in a competitive, savvy way. Why publish an e-Newsletter? An e-Newsletter is similar to sending an e-mail, but an e-Newsletter will provide a variety of information (like a print newsletter), whereas an e-mail might only provide information on a single topic. Before you dive into learning all of the how-to's, it's really important that you understand all the wise and different ways that publishing an e-Newsletter can benefit you and your business. There are literally dozens of ways that having your own e-Newsletter can help your business, but below I've listed my nine top reasons: 1. List building (your #1 steady growth tool!) - Publishing an e-Newsletter allows you to grow a list of potential clients that you can market to again and again. This means no more exhausting, time consuming one to one marketing. Instead you're now marketing one to hundreds, thousands, tens of thousands with each e-Newsletter publication. Okay, you still might want to market one to one to really close the deal with the occasional big client who promises big commissions. But you can see how an e-Newsletter can bring in lots of prospects to you without having to expend a lot of your valuable time and effort. This process has often been referred to as building your herd. Once you start doing this with your own e-Newsletter, your business will change. Much of the time previously spent on one to one marketing to collect new clients will be freed up so that now your valuable time can be focused on other important creative, moneymaking aspects of your commercial real estate business. </p> <p> 6 </p> <p> Another way you can look at this process is with the well-known marketing model called the funnel. The goal in a marketing funnel is to convert your e-Newsletter subscribers into loyal clients. A funnel is wide at the top and narrow at the bottom and swirling inside the final are all of your services. Your objective is to get as many people into your funnel as possible, so you can repeatedly let them know about all the great services you offer. By the time a person reaches the narrow bottom of the funnel, ideally they are your loyal, lifelong clients who will use you any time they have a real estate service from the simplest to the biggest. 2. Effective promotion (your eNewsletter is typically your prospects first point of entry into your marketing funnel). In fact, effective promotion is a natural lead-in from reason number 1 above. It's probably not clear to you that an e-Newsletter is a highly effective way to promote your services. Rather than spending a lot of money on traditional marketing (which often just tells how great you are and boring to the recipient), your E-news letter can actually show your prospects how great you are by sharing your expertise with them. You're giving people a taste of you, and educating them on why they need your service. If you think about it, this makes a lot more sense than traditional advertising. Your e-Newsletter shows your prospects why you're an expert in your niche of the industry, with each and every e-Newsletter, and it does it in a way that is subtle and appealing (unlike traditional advertising, which can be like hitting people over the head). 3. Positions you as an expert When you publish an e-Newsletter you're essentially positioning yourself as an expert. By showcasing your knowledge and skills regularly in your e-Newsletter , you begin to be seen by your readers as an expert in your industry or field. The real key here is how you are seen through the lens of your e-Newsletter . And through that lens you can attract inquiries lots of them. Also, if you speak to promote your business, or eventually you'd like to add speaking to your credentials, having an e-Newsletter makes landing speaking engagements effortless because your e-Newsletter spreads the word about your expertise for you! Nothing beats passive promotion when media and speaking engagements find you. And you can reap this benefit too when you publish your e-Newsletter and word of your expertise gets around. </p> <p> 7 </p> <p> 4. Regular contact with prospects and clients (they need 7 to 10 touches before they buy). An e-Newsletter is a perfect way to stay in touch with your clients and prospects on a regular basis. In marketing, there is a 7 to 10 rule which means that most people will never be ready to buy from you in the first contact. You usually need to touch people at least 7 to 10 times with your marketing message before they'll buy. It's the later contacts that seal the deal. And most of your peers never seem to get past touch one!!! With this important rule in mind, clearly, you need to be in front your prospects all the time. It's not your prospects job to remember you're still alive and in business. So when the time comes that one of your prospects is ready for a service from a commercial real estate professional, you're already right there in front of him or her, and top of mind, so that it's you they hire. Publishing an e-Newsletter keeps you on your prospects radar screen in a way that's not obnoxious. Youre building trust in a relationship with them because as shown in number three above, you're the expert while subtly yet constantly reminding them about you. And the more you touch a reader with your marketing message through your e-Newsletter, the better your chances are to seal the deal and make the sale. 5. Wide exposure (your eNewsletter can be forwarded all over the world!) As I'm sure you know, e-mail can be easily forwarded. It gets around, and that's a good thing where your e-Newsletter is concerned. By publishing via the medium of e-mail, your e-Newsletter allows you to spread the word effortlessly, far and wide, about you and your service. Your prospects and clients spread the word for you! And, you've heard of 6 of separation right? Even if you write just a halfway decent e-Newsletter, your readers will pass it on to friends and colleagues all over the world. Often your e-Newsletter can be passed on to some very important people, within just one or 2! 6. Means to capture visitors to your website (via your opt-in form) Offering people the opportunity to subscribe to your e-Newsletter is the ideal way to capture the e-mail addresses of your visitor to your website. I cannot stress the importance of this benefit enough; but, naturally this means you have to have a web presence such as a blog or a website that allow you the means to have an opt in. </p> <p> 8 </p> <p> Let me give you an example: if I visit your website or blog today, but I'm not ready to hirer from you today, you've already lost me forever when I click away. This is the case with 99% of your first-time visitors. That's right, 99% of your first-time visitors to your website or blog will take a look around and then go away, not having done anything. All visitors to your website are very valuable to you because they are pre-qualified sales leads -- because they took the time to find you and learn about you. If you don't figure out how to capture these people and get them into your funnel you might as well watch hundreds or even thousands of dollars bills fly out of your window. So what you want to do is invite your visitor to receive your free e-Newsletter featuring helpful information and useful tips on the topic of commercial real estate. When they opt into your free e-Newsletter you've now got them in your funnel to market to over and over again, automatically with every issue of the e-Newsletter you sent out. You can clearly see how valuable this benefit of capturing all visitors to your web site or blog is. 7. Fast, easy, and inexpensive to publish An e-Newsletter is cheap and easy to publish, especially when compared with a print newsletter. With an e-Newsletter you don't have to have a fancy design involved unless you want there to be, no printing, and no postage costs. It costs just pennies to put together and publish an e-Newsletter. Plus you get the word out immediatelymuch faster than with traditional snail mail newsletters. And one more BIG BONUS its really easy to take action your prospect just has to hit the reply button. 8. Good willthe info you provide helps others One of the best reasons for publishing and E-news letter is because it's good for your clients. Youre providing useful, interesting content that is focused on their needs; it benefits them. In essence you're spreading goodwill, especially if your e-Newsletter is a free subscription. And I'm sure you're already realizing, whatever you do that benefits your readers will ultimately benefit you. Take it from me, it really means a lot when you receive authentic, heartfelt feedback that the information you're providing is truly helping others. It feels great. Youll see what I mean when you start receiving the same kind of wonderful th...</p>