Coldwell Banker
Engaging content
that builds brand trust
Client
Coldwell Banker
Category
Digital Marketing
Service
Strategy development and management, content marketing, design and creative.
Creation of digital marketing strategy focused on improving brand communication and visual design to increase visibility and customer acquisition with organic content.
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Some of the results obtained with this strategy were as follows:
+ SALES
Solve the needs of the audience, increasing customer acquisition.
+ REPUTATION
Show the brand's authority in the real estate industry.
+ VISIBILITY
Increased brand visibility to stand out from competitors.
+ CONNECTION
Establish a connection with the brand's followers.
+ METRICS
Increase in key indicators in social networks and website.
Table of contents:
BRAND OVERVIEW
Coldwell Banker, a global company that offers real estate for purchase, sale and rent, through real estate consultants, needed to increase its brand visibility to acquire more clients in the Mexican market, so I put together a strategy with clear objectives and focused actions, making every effort relevant and managing to stand out and attract the attention of potential clients.
GOAL
Develop a digital marketing strategy to drive brand growth in digital media.
OBJECTIVES
Improve brand communication, visibility and customer acquisition.
METRICS
Social Media
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Engagement
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Interactions
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Reach
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Followers
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Profile visits
ROLE AND TIME
Digital Marketing Manager.
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Project duration:
One Month.
RESPONSIBILITIES
To manage the digital marketing strategy end to end, reporting results to senior management.
INPUTS
My experience in visual design, project management and communication.
Website
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Traffic
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Bounce rate
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Time on page
PLANNING
Considering the short time in which results had to be delivered, I approached the problem by combining principles from Design Thinking, Lean and Agile methodologies to work efficiently and making the most of limited resources, the strategy had two stages:
STAGE 1
Communication strategy and content creation.
I sought to reinforce brand communication, organically publishing content on digital channels to improve the defined metrics.
STAGE 2
Digital advertising.
The data from the organic efforts was used to make decisions and invest in digital advertising, managing budgets based on the effectiveness of each digital media to generate demand.
DIGITAL MARKETING STRATEGY
MARKET RESEARCH
The use of data is vital to execute marketing actions because it is a shorter way that leads to great results. That is why I researched the audiences in order to empathize with them, making social listening of their needs and doubts to generate content to fill those information gaps and thus gain their trust, generating brand visibility and opening ground in people's minds. Using Google Trends I did the keywords and trending topics industry research.
trending topics
The trending topics in the real estate sector and the areas of opportunity in terms of the information available to present the brand as a source of authority in real estate.
users origin
Google analytics showed that most website visitors came through direct search, so the strategy considered balance customer acquisition to cover more digital channels.
keywords
Relevant keywords in search queries of target audiences and relevant queries in the real estate market.
COMPETITORS ANALYSIS
The competitor's analysis highlighted that if digital media were promoted, the brand would have a great advantage because at that time for the real estate market, the main means of obtaining potential customers were: through referrals, physical property advertising, or by searching a property through the internet.
ANALYSIS OBJECTIVES
CLEAR VISION
To have a clear and complete vision of the context in order to move forward.
EXPLORE IDEAS
Explore design ideas
LEARN WHAT WORKS
Learn what works and what doesn´t for the competitors
BENCHMARKS
Have benchmarks to measure performance.
The three main competitors were identified and their digital channels, digital marketing strategy, and brand communication were reviewed, leading to the following observations:
MARKET OBSERVATIONS
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1) The Mexican market is not into acquiring real estate advisory services, the culture of hiring a professional to facilitate the process of buying, selling or renting, is not very current.
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2) People prefer to personally handle these types of transactions of buying, selling and/or renting a property, as there is a lack of trust in involving third parties in such an important transaction.
DIGITAL STRATEGIES OBSERVATIONS
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1) Competitors handled digital content for maintenance purposes only.
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2) Their social networks and websites were used as secondary sales channels.
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3) Real estate posts in social media at that time:
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Spoke a legal language that was difficult to understand.
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The images did not support the text.
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They only focused on selling their services.
One of the most valuable parts of the strategy was the research because:
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It allowed me to have a database to draw out customer behavior patterns.
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Help me to make informed decisions.
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Make me create solutions that would bring value to both the business and the audience.
BUSINESS NEEDS & SOLUTIONS
With the analysis information and the in-depth understanding I had of the gaps in the market, the business, and user needs that were not being solved I was able to have reliable evidence to design a successful strategy focused on solving those gaps and needs.
TARGET AUDIENCE
By analyzing the information obtained from surveys and interviews with the existing customer base and also through social listening, the main audiences to which the brand was directed were redefined into two main groups: People looking to invest in real estate and people looking for a home.
Both audiences needed to know that the brand offered real estate consulting services and a wide range of properties. To solidify this strategy, SEO was integrated into the buying cycle (as shown in the image below), responding to the buying behaviors of potential customers at each stage.
CUSTOMER NEEDS & SOLUTIONS
CONTENT STRATEGY
Based on the user's main pain points included:
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Lack of knowledge and information about the real estate market.
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Confusing and burdensome concepts and paperwork.
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Complex language of the real estate industry.
My value proposition was to generate a communication strategy to create content that connect with the customer’s needs, concerns and doubts about real estate market and clarify concepts and procedures.
Messages that convey value.
VALUE
SOLVE
Communicate the needed resources to make informed purchasing decisions.
Market how the brand's products and services can help solve audience needs.
FOCUS
Answer to the most important concerns of the audience.
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I designed informative and educational messages to guide the customer on how to take action to buy, sell, or rent a property.
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By showing the strengths of the brand, customers could decide to hire the advisory service or be interested in a property.
Speak the audience language.
CLARITY
I conveyed ideas in a clear manner.
EASE
I used a casual tone and easy to understand language.
BRAND
I followed the brand guidelines, taking care of the tone and voice.
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The information about real estate available at that time was information for people who already had a previous knowledge of the industry.
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So I communicate abstract concepts using the same language of the audiences to guide them, build trust and create that connection between the brand and the client.
Short and relevant creative writing
RELEVANCE
KEYWORDS
CTA
I created short and relevant messages.
The messages contain keywords
I wrote trigger phrases to generate the call to action.
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Messaging and copywriting focused on highlighting the most important features that clients needed to know in order to have in mind the hiring of an advisor or the purchase of a property.
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I wrote straightforward, easy to read and eye-catching texts for users.
Emotional design
DESIGN
ENGAGE
I used visual resources like motion graphics, videos and infographics to create eye-catching designs.
I created images so the audience feel identified with, to generate a connection.
IDENTITY
I designed the materials following the brand guidelines.
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I worked with visual elements like color, typography, space and movement to delight the customer.
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I appeal to people's emotions by capturing a photographic visual language because of the immediate relationship it has with everyday life.
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The visuals were produced with good quality and optimized for each social network in terms of technical specifications for fast loading on devices.
DESIGN AND CREATIVE
CONVEY CONCEPTS
To make followers feel identified, people were shown in their homes performing common actions to convey concepts such as security, wealth, well-being and happiness, all of them terms related to the word "home".
SIMPLE ELEMENTS
For more informative or educational messages, the visual language was simple with few elements on the canvas and mostly constructed only with typography and color contrasts.
SALES PHOTOS
For the contents focused on the offer of properties: luxury, pre-sale, new and with several years of antiquity, the images portrayed were sales photos that highlighted the characteristics of the property.
SOCIAL MEDIA MANAGEMENT
Contents were created for the website, and for social media: Facebook, Instagram and You Tube. In order to nurture the different digital channels with posts and overcome time and budget limitations, content pieces were sectioned according to the digital media and the audience of each channel to increase the reach, maximize resources and reduce costs in the future.
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Segmentation was made according to demographic data and behavioral customer patterns.
THE DAILY MANAGEMENT AND MONITORING OF SOCIAL NETWORKS
WAS BASED ON:
1) Monitoring that posts went out as scheduled in the Hootsuite software.
2) Observing the performance of each publication.
3) To follow up on the leads generated.
AND TO ADD PEOPLE TO THE COMMUNITY OF FOLLOWERS:
1) Answering audience messages and their interactions.
2) Conversations were generated with users in the comments section.
3) Resolving users' doubts by offering them guidance.
PERFORMANCE ANALYSIS
Through daily monitoring, I analyzed the campaigns to extract data from the analytics of each social network and google analytics, which allowed me to know:
That the educational, informative and property contents, were working more for being evergreen, interesting and useful for the audience.
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The contents with areas of opportunity were: Podcasts and videos that exceeded one minute in length.
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Data analysis allowed me to get to know the users better, detecting behavioral patterns that helped me build content.
What made the campaigns effective was: a short copy, a striking image that appealed to the audience's emotions and a call to action that raised a question about an audience common doubt. Taking this data into account, the editorial calendar evolved and adapted quickly to respond to this new information.
EFFECTIVE CONTENT
EFFECTIVE WEBSITE CONTENT
USER INTENT
TYPE
FORMAT
OPTIMIZATION FOR BETTER PERFORMANCE
Informative, transactional.
Educational, informative, properties.
Blogs, podcasts, images and videos.
SEO and images optimized for fast loading
EFFECTIVE INSTAGRAM CONTENT
USER INTENT
TYPE
FORMAT
OPTIMIZATION FOR BETTER PERFORMANCE
Entertainment.
Properties.
Images.
Use of keywords, clear and consistent wording and use of hashtags.
EFFECTIVE FACEBOOK CONTENT
USER INTENT
TYPE
FORMAT
OPTIMIZATION FOR BETTER PERFORMANCE
Informative, entertainment.
Educational, market data, properties.
Videos, images, infographics.
Use of keywords, clear and consistent wording and use of hashtags.
EFFECTIVE YOU TUBE CONTENT
USER INTENT
TYPE
FORMAT
OPTIMIZATION FOR BETTER PERFORMANCE
Informative, navigational, entertainment
Properties and advisors explaining trending topics, terms or procedures.
Videos
Add captions and animated graphic indicating video duratio.
OPTIMIZATION.
Content and campaign performance optimization was key in achieving the objectives set at the beginning of the project, providing flexibility in the configuration of the digital marketing strategy and allowing changes and adjustments to be made quickly.
These were the results obtained in facebook with organic content after the strategy implementation.
Having well defined objectives and metrics, I was able to monitor my strategy to optimize it effectively. Sometimes it was necessary to rearrange the content grid and adjust it to another digital channel.
The weekly reports allowed:
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Timely tracking of the strategy's performance.
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Have overall visibility.
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Know which parts to modify in order to achieve better results.
WASN'T WORKING,I IMPROVE:
IF
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The copy
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The visuals
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The topics
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The narrative
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Choose graphics that were closer to the audience.
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Write about trending topics that attract attention.
At this stage I put into action solutions to improve the posts, again using research to reconfigure the messages. These were the results obtained in instagram with organic content after the strategy implementation.
SEO STRATEGY
The communication strategy and content creation was based on the principles of SEO strategy.
OBJECTIVE
Increase the visibility of the website and appearing in the top places on the first page of search engine results when a user made a query regarding to real estate.
FOCUS
On page SEO
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Off page SEO:
All the publications launched on social networks that sent traffic to the website.
+ SALES
With this SEO Strategy, chances of driving more qualified traffic to the site increased and therefore increased sales.
GOOGLE SEARCH CONSOLE
With this tool, I was able to see the website status in the search engines, in addition to the website errors to resolve them in a timely manner.
LINKS
I created in-site links to increase the time visitors spent on the site.
New content was implemented on the website, related to the most frequent searches that users made on Google including the most searched keywords, taking care that the titles were descriptive, interesting and brief and that the content was unique and not generic, this was achieved by writing pieces of content that could only be found in the brand's digital media.
BOUNCE RATE REDUCTION
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On the other hand, the sitemap was improved and the site structure was revised to enhance: navigation, loading time and user experience, reducing the bounce rate.
SESSION DURATION
& VISITED PAGES
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Meta descriptions, personalized url's and broken links, were fixed. The content posted on social media was also included in the website.
With the implementation of this strategy I achieved increases in average time on page and visited pages.
PAID MEDIA
Analyzing the data from the SEO strategy and organic publications, I suggest to invest in digital advertising. The budget allocation was made based on the effectiveness of each digital media to generate demand and send traffic to the website.
Launching ads in Facebook, Instagram and Google AdWords allow me to:
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1.-Configure campaigns in a better way for a better performance.
2.-Access additional metrics on keywords.
3.-Make a better analysis complementing organic analytics with paid analytics.
4.-Have a more advanced content segmentation.
SEM STRATEGY
The ads were made with varied titles and descriptions and using google ads tools, the platform launched the most relevant combinations that best matched the customer's queries.
KEYWORD SEGMENTATION.
Exact search ads.
Focused on narrowing the audience to potential customers who made a search with these words. Obtaining a higher CTR giving the customer the information they are looking for.
The ads were made with varied titles and descriptions and using google ads tools, the platform launched the most relevant combinations that best matched the customer's queries.
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Phrase-matching ads.
Flexible and targeted search to reach more customers and show ads to people who are more likely to search for the product or service.
Advertisements were launched in the Google search engine with titles that would capture the attention of customers and with extensions that would take the customer to different pages of the site.
CAMPAIGN OPTIMIZATION.
By analyzing the results obtained, improvements were made to ads in order to:
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Make them more relevant by giving customers the precise information they were looking for.
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Raising the quality of the ads and making them more competitive in the auctions.
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Increasing reach, CTR and reducing cost per click.
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Improving performance to generate more clicks and conversions.
PROJECT IMPACT
The business results obtained with this organic content strategy were: improved brand communication, a more delightful visual design, increased visibility and an improved customer acquisition, such efforts resulted in more sales.
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The succcess of the strategy was achieved by solving customers pain points and focusing on brand visibility to send more qualified traffic to the website by publishing relevant and easy-to-consume content, that respond to the customers behavior and demand with the right information at the right time, gaining customers trust, attracting target audiences, remaining in customers minds and creating a genuine connection with them.
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All of the above restate the brand as an authority in the real estate industry encouraging customers to make more informed decisions and driving them to take action.
+ SALES
By solving the needs of the audience, customer acquisition and conversions increased.
+ REPUTATION
The brand recognition grew and became a reference in the mexican real estate industry.
+ VISIBILITY
Increased brand visibility led to stand out from competitors in social media.
+ CONNECTION
Establish a connection with the brand's followers.
+ METRICS
Key indicators increase in social networks and website.
