Digital channels like Facebook and Instagram are getting better at keeping people on their sites for longer. However, people spend time in a wide range of places at different times depending on their needs. Being there when there is intent or a consumer need is key. This requires a strategic, omnichannel approach.
What is Omnichannel Marketing?
Omnichannel marketing is an approach that focuses on building your brand and generating leads through targeted advertising across different channels. In real estate, buyers and sellers will typically go through several “touchpoints” with your brand before visiting your website or making an enquiry. For example, some touchpoints include:
- Your brand across all portals and social media
- Sponsored posts on social media
- Display ads on a third party website
- Google My Business
- Emails, newsletters and automated reply emails.
Touchpoints also include every interaction you or your team have with your customers.
The goal is to have each of those touchpoints deliver a consistent message. This consistency helps build expertise, familiarity and trust as potential customers see your branded advertising in multiple places as they browse the web.
The Importance of Google
93% of internet experiences start with a search (Connor Gleason, 2022). This makes using Google Adwords an essential aspect of omnichannel marketing. To reach the right people, agencies should focus on targeting their Google ads based on demographics and relevant keywords.
Consider some of the searches potential clients might make that will lead them to read the blog on your website, view your listings or make an enquiry. For example, “what is the price of my home” or “house for sale in Sydney’s East”. With a carefully planned keyword strategy, you can generate great results and maximise the ROI of your marketing spend using Google Adwords.
Retargeting
Retargeting involves targeting the same prospect with relevant advertising as they browse different web pages and social channels. It’s a highly effective way of nurturing someone who may have visited your website, clicked an ad previously or taken any other action that indicated an interest in your services but is yet to convert.
Retargeting plays an important role in building brand awareness as well as converting undecided prospects. There’s an old marketing rule called the Rule of 7. The idea is that a prospect needs to “hear” the advertiser's message at least 7 times before they’ll take action. Retargeting helps makes this seamless.
Contact Plezzel for Help With Omnichannel Marketing
At Plezzel, we’re digital marketing experts specialising in real estate. If you need help marketing effectively across multiple channels including Google, we can help. We’ll help you create the best possible omnichannel marketing strategy to help you achieve your goals.
To find out more, please get in touch with the Plezzel team.
CoreLogic Australia