4 Multifamily Marketing Analytics Tools for Your Lease-Up Goals

To optimize the marketing analytics that drive your promotional efforts, pay close attention to these four key platforms.

Although advertisers still debate the comparative value of traditional vs. digital media, there is no doubt that digital analytics reign supreme when it comes to tracking the effectiveness of specific marketing campaigns and their various components.

While measuring the total audience for any given radio, television, print, or billboard ad is speculative at best, modern analytics systems can not only accurately identify every individual viewer of an online ad, they can follow each viewer through the entire post-ad exposure process, measuring criteria such as click-throughs and conversions as they (hopefully!) lead to the final sale of a product or service. Even better, these systems can accomplish all of this and deliver results in real time.

So where, exactly, should you go to reap the benefits of digital analytics? If you’re looking to attract renters to meet your specific lease-up goals, you’ll want to pay particular attention to the following four marketing analytics tools.

1. Google Analytics

If you’re going to achieve your desired lease-up level (typically round 95%) in a limited amount of time (typically between 6 and 15 months), you’ll need a strong foundation of analytics support. A platform that is nearly ubiquitous in the world of digital marketing, Google Analytics provides just that.

According to Entrepreneur Magazine contributor Thomas Smale, “no list of marketing analytics tools can be complete without Google Analytics.” The tool is so common due to its unparalleled power and versatility. In particular, it is great at tracking lead sources and helping users concentrate resources into the most effective media channels.

To more effectively allocate its multifamily marketing resources, for example, an apartment rental organization can use Google Analytics to discover whether its Facebook page or its Twitter page is generating the most leads.

The platform works by asking marketers to define their goals by entering a specific goal ID. A common event ID might track the number of times that users click on a specific piece of content.

A company in the apartment rental industry might be interested in determining which of its three floor designs are generating the most public interest. Using Google Analytics, it can establish clicks on these floor plans as individual goal IDs and watch each as they begin to accumulate clicks in real time.

In short, Google Analytics can create a report for any set of data you might desire, from simple audience overviews to complex conversion progress statements. And if you’re not impressed by its ability to lead you to unprecedented ROI, you still have to enjoy its initial price-point. Google Analytics is absolutely free.

2. Google Tag Manager

An extremely flexible platform that you can easily tailor to meet your specific wants and needs, Google Tag Manager helps you capitalize on the ability of Google Analytics to track information. Briefly described, Google Tag Manager uses bits of code called tags to generate detailed information about your audience members including who they are, where they’re located, what pages they’re visiting, and even what devices they’re using.

By default, Google Analytics places tags on your official website, social media pages, and other online locations to report on a wide variety of visitor behavior. As you begin to accumulate more and more tags, Google Tag Manager becomes indispensable when it comes to keeping them organized.

Google Tag Manager is particularly helpful because it offers a single place to manage your Google Analytics tags as well as your tags from other platforms such as Hootsuite and Facebook Pixel (which we will discuss when we come to must-have analytics tools, numbers three and four).

By clearly identifying every trackable item in Google Tag Manager, you’ll be able to easily read the data in each report and translate it into real world leads and conversions.

3. Hootsuite

Hootsuite is an analytics tool with a specific focus on social media monitoring. Due to the unparalleled outreach of Twitter, Facebook, Instagram, and the other major social media networks, a specialized social media analytics platform makes absolute sense.

With Hootsuite, you can monitor a wide range of user activity across multiple channels of social media to discover what your audience is posting about your business and track the relative performance of your own posts on your official social media pages. By monitoring these activities, Hootsuite can show you which types of content produce results and which don’t, helping you optimize your social media presence with posts that are both specifically targeted and highly relevant.

4. Facebook Pixel

Although overall Facebook advertising revenue has stagnated in recent months, it remains the dominant force in digital marketing, outpacing the other major social media networks by a significant measure. Facebook owes much of this success to Facebook Pixel.

An analytics tool that businesses add to their official website and other online pages, Facebook Pixel specializes in tracking/analyzing the performance of your Facebook ad campaign, helping you refine/focus your marketing efforts and monitor the online activity of both existing and prospective renters.

If you want to pursue more advanced Facebook Pixel analytics, you can establish event tags that are similar to those you can create using Google Analytics. Using these tags, you can gain even deeper insight into overall user behavior.

To learn more about the top analytics tools

A forward-thinking and creative marketing agency, Bigeye specializes in apartment analytics to aid in the development of effective leasing strategies. For more information, contact a Bigeye representative today.

Read More

Next-Gen TV Trends and How They Can Impact Your Brand.

Next gen TV, also known as ATSC 3.0, is redefining traditional broadcast TV by breathing new life into the aging medium.

So now we answer the first question, what is ATSC 3.0? It’s the update that broadcast TV has been severely lacking. This new system will leverage current technologies to enhance picture, sound, framerate, and overall range of the medium without losing a moment of your favorite shows. ATSC 3.0 technology enhances everything about broadcast to bring it into the digital age. This will reinvigorate traditional TV, and dramatically increase its value as an advertising medium.

What will Change

The short answer? Everything. But let’s start with picture. The current—let’s call it classic, broadcast system caps out at 1080p. Next gen TV will span all the way to 4K! Making the new ATSC standard an HDTV over the air experience. Raising the quality of the experience without adding cost, the ATSC 3.0 system will drive conversion like never before.

Furthermore, next gen TV is designed to be an ever-evolving technology. Building on the concept of technological adaption, ATSC 3.0 is designed for easy integration as new technologies develop. This way, broadcast television will not fall behind as time passes. Allowing room for future growth is an incredible capability for any technology in this day and age. This system will entice users who want to get the best service over time without paying to switch hardware or service providers as technologies evolve.

This broadcast method will also have a stronger, wider range. Meaning that every user will receive more channels in higher quality without the need for a large antenna. The system will even allow mobile devices to access broadcast shows. By building in capabilities across devices, broadcast TV is broadening its scope and making itself a far more advantageous advertising tool.

The Impact

Next gen TV enables stronger geo-targeting capabilities than cable or satellite TV. As over-the-air TV is intrinsically contained in a specific geographic area, it is a medium that lends itself to area-specific messaging. This makes next gen TV the perfect platform for local businesses such as community banks, mom-and-pop shops, and more to reach their target market without breaking the bank.

How it Works

This system is able to achieve its unique capabilities by connecting on more than one front. The classic broadcast system is accessed simply by an antenna while the next gen TV system uses both an antenna and a wi-fi connection to strengthen the quality and broaden the service range; This is also what allows it to be accessed across devices.

Not only is ATSC 3.0 perfect for geo-targeting, but by enabling tracking as well as use across devices it presents as both a traditional and digital media. With next gen TV, experienced advertisers can reach their audience on a whole new level.

The Takeaway

Broadcast TV is getting a much-needed facelift that will skyrocket its importance both as a service and as an advertising medium. Paying attention to this change now will open up avenues for effective, low-cost campaign strategies that will reach the right people, at the right time, for the right price.

When you’re ready to enhance your advertising strategy reach out to our innovative channel experts today!

Read More

Senior Living Communities Connect with Baby Boomers Through Digital

A senior living marketing agency can assist you in the battle of understanding your audience to enhance one of the largest assets of your marketing plan.

The Baby Boomers created the counterculture — and our modern conception of youth culture along with it. One of the generation’s biggest bands, The Who, memorably sang the line “I hope I die before I get old.”
Yet age comes for us all. Though many Baby Boomers may hate to admit it, they are squarely in their Golden Years — and many of them are now exploring senior living, often with the help of their Gen X children.

So how do senior living facilities market to the demographic that invented youth culture? Certainly not the way they marketed to the parents of Boomers, a generation with vastly different lived experiences. Partnering with the right senior living marketing agency can help brands meet this challenge, and craft a marketing plan designed to resonate with the Woodstock generation.

Why Baby Boomers view senior living through a different prism

There are two reasons why senior living communities need to recalibrate their digital marketing efforts for Baby Boomers. First, this generation has a much different conception of retirement and aging. The notion of 40 years, a gold watch and a quiet life playing shuffleboard hold no attraction. Baby Boomers don’t believe they are “old” in the same way their parents’ generation was — even if the calendar says otherwise.

The second reason: This self-conception is backed up by a profoundly important trend. Thanks to advances in medicine and a cultural shift toward health and wellness, people are not only living longer but staying youthful and vibrant even into their later years. In 1980, a 70-year-old was often prematurely aged by a lifetime of red meat, smoking, drinking, and minimal exercise. Today’s 70-year-old is often well-preserved by a healthy lifestyle supported by advances in modern medicine.

How senior living communities can reach this demographic

In order to effectively market senior living communities, it’s important to keep a few important ideas in mind:

  • Despite the popular misconception, Baby Boomers are not anti-technology, afraid of technology or hopelessly inept when using technology. Baby Boomers invented the Internet and the World Wide Web; they outspend millennials almost two to one on online purchases.
  • Baby Boomers spend 27 hours each week online. Roughly 82% of them have at least one social media account. In other words, they are a perfect audience for digital marketing and social media marketing.
  • Baby Boomers seeking to make an informed decision about which senior community to choose will typically turn to social media reviews and testimonial videos to get their search process started.
  • When designing a marketing campaign, senior living marketing agencies should help you stress the elements that appeal to Baby Boomers. Recreational facilities, onsite enrichment classes, yoga, culinary offerings, group excursions, property amenities — all of these things should play a central role in any digital campaign. Baby Boomers want vibrant, healthy, stimulating communities and marketing messages should reflect this.
  • Baby Boomers and their Gen X children want to make the most informed decisions possible about senior living. One of the best ways to approach this is through social media storytelling. Have existing residents tell their own stories about living onsite and share these across all social channels.
  • Make sure you have accessible health data: Rate of falls, hospital readmission rates, etc. Prospective clients will ask for it.

Finding the right digital marketing agency

In order to connect with Baby Boomers, you need to choose the right senior living marketing agency — one that has demonstrated expertise marketing within this niche.

Our team has the digital tools — and the expertise — to help you appeal to Baby Boomers. Contact us today to learn what a creatively compelling digital marketing campaign can do for you.

Want a Great Ad Campaign? Deliver an Out-Of-Home Experience

Want to accomplish a quality ad campaign with a unique out-of-home experience? Partner with a media buying agency to take your campaign to the next level.

Three billboards inside Orlando, Florida.
Sounds like an Oscar-nominated film, right? In reality, it’s a simple and underused advertising strategy that can deliver serious results. By working with a top local media buying agency, businesses can reap the substantial benefits offered by out-of-home advertising.

Let’s take a closer look at why this approach has proven remarkably resilient — and effective — in a world that’s leaving other legacy advertising approaches behind.

The value of an out-of-home experience

Mobile ads, OTT ads, and other digital approaches are certainly exciting, valuable, and worthy of the attention they receive. It’s important, however, for businesses to find value wherever they can. Sometimes it’s more profitable to zig when the competition is engaged in synchronized zagging.

In this case, we’re talking about conventional advertising methods that may lack buzz, but still pack a punch in terms of practical results. Out-of-home advertising is one great example; it’s no one’s idea of bleeding-edge adtech, but it has particular attributes that make it especially well suited to today’s market. This is one reason why it’s becoming increasingly popular with brands and media buying agencies.

Why are billboards effective? One key reason is context. We’re deluged with digital advertising, and naturally have grown somewhat immune to it. While we’d probably wager that someone somewhere has actually watched a YouTube ad without hitting the skip button, we’ve never actually encountered such an individual. In the same vein, there are probably people who watch TV ads instead of immediately picking up their phone, but they are undoubtedly a rare breed.

Billboards and other forms of advertising, on the other hand, are harder to tune out. We don’t have the same conditioned response to ignore them. The scale is vastly larger. They have a physical presence that tiny screens lack. Additionally, modern technology (including 5G) can be used to deliver billboard ads dynamically, allowing for better targeting.

As these technologies grow more refined, it’s not hard to envision a day when out-of-home installations can display hundreds or thousands of individual ads programmatically, based on the interests or characteristics of those passing by.

If the inherent benefits of the outdoor model are combined with creative, eye-catching content and execution, the end result can charm, intrigue and even astonish audiences — as you can see in the following two examples.

Two great out-of-home experiences in 2018

Beer-maker Corona used out-of-home advertising to create a deeply memorable ad campaign pegged to World Oceans Day. The company built a massive digital billboard depicting a beautiful ocean scene — then installed a “wave” made from huge piles of trash directly in front of the billboard. Passersby could even deposit their own trash on the pile.

The outdoor installation drew attention to the fact that eight million metric tons of plastic is dumped into the world’s oceans every year — while earning Corona global media attention and goodwill.

McDonald’s, meanwhile, turned eight of its popular menu items into weather icons on a giant billboard in London. The billboard delivered a real time weather forecast for pedestrians, using Big Macs to denote sun and upside down fries to indicate rain.

The billboards were especially effective in that they gave Londoners very useful information delivered in a highly unusual and eye-catching form — one that also might just spark an appetite for a burger or fries.

These examples are indicative of a larger trend toward out of home ads. According to Magna, out-of-home advertising saw 4.6% growth in 2018, a much higher figure than seen with any other legacy medium.

The takeaway

At BIGEYE, we’re experts at creating effective ad campaigns using both legacy and cutting-edge approaches. If you’d like to hear more about what our media buying agency can do for you, please don’t hesitate to reach out today.

Work with a Social Media Strategy Company for Instant Engagement

Instagram is scorching right now. No other platform has its mix of cultural cachet and daily traffic (Instagram has doubled its user base in the last two years, and posts on Instagram receive more engagement than on any other platform).  This means that it’s become a hotly-contested digital battleground for today’s brands, all of which are seeking to grow and cultivate their audience. To get the most out of Instagram, it’s imperative to understand and optimize your metrics — and partnering with a social media strategy company is often the best way to do that.

Instagram metrics: The basics

If you want to maximize the resources you devote to Instagram, skillful use of analytics is essential. By understanding these metrics, you gain deeper insight into what people truly like and respond to, plus get a better grasp on the effectiveness of your strategy. 

As a social media strategy company, we want to help you refine your approach. Let’s take a look at some basic metrics:

Impressions 

This metric shows you how often your post, profile or story has been viewed during a specified period of time. If one person views the same post three times, that counts as three impressions.

Reach

Though similar to impressions, reach only measures the number of people who have seen the content. The percentage of your followers who have seen an individual post is referred to as the “reach rate.”

Engagement

This measures all the ways someone interacts with content (likes, comments, etc.). The number of interactions divided by your follower number is your engagement rate.

Engagement-on-Reach

This metric takes the number of comments, likes etc. and divides them by reach rather than follower number. The subsequent number is your engagement-on-reach rate.

These are four of the most frequently used metrics on the platform — all of which are easily accessible when using the “view insights” button on an Instagram for Business account. Other available metrics include follower growth, website and email clicks, as well as exits and swipe away (the latter two show you how many viewers exited a story without watching all the way through or swiped to another piece of content).

When taken in total, all of these metrics provide a fairly deep window into the relative performance of your Instagram content. It’s important to view metrics such as reach and engagement for what they truly are: Not a popularity contest, but an opportunity to leverage engagement for the direct benefit of your business, ultimately creating more sales.

Using a social media strategy company to help optimize your approach

Engagement on Instagram is a staggering 15 times higher than engagement on Facebook. Instagram is also perfectly suited to brand cultivation and audience building. There is no better digital platform on which to tell your brand story and build an audience. 

Working with a digital marketing agency like BIGEYE can help you better understand and optimize your metrics, and tell your brand story in the most effective and compelling way possible. If you’re not getting the most out of the resources devoted to Instagram, we urge you to contact our social team today.

Facebook and GDPR: Insights from a Digital Media Buying Agency

In the wake of the Cambridge Analytica data privacy scandal, and with the European Union implementing its General Data Protection Regulation (GDPR) laws, Facebook has made changes to its user privacy policy. While the Cambridge Analytica situation was more related to the mishandling of data by app developers, the policy changes have gone beyond app integrations to address bigger privacy concerns that many Facebook users have had for a long time. This has forced most digital media buying agencies into strategy adjustments for their clients.

Many marketers are panic-stricken, asking themselves: “How will this affect my business marketing activities?” But fear not, as a top Florida advertising agency, we pride ourselves on being intuitive and proactive when it comes to helping our clients understand and navigate changes like this in their industry. In other words, we’ve got your back!

If you are using Facebook advertising, you probably use custom audiences or the Facebook Pixel to help you with targeting the proper audiences. As of earlier this year, there are changes you must follow in the way you collect data. New Facebook rules require you to comply with the following 4 actions:

1. Get explicit consent from each person in your database to track and remarket to them through Facebook.

There are a number of ways to do this including sending a mass email to everyone for whom you have contact information and asking that they reply with their consent.  From there, you must remove those who deny consent or don’t reply from your database. Yes, that involves some work, but you have to do it to be in compliance.

2. Make it clear to all website visitors going forward that you are collecting data.

Many companies today use what is commonly referred to as a “cookie banner” to allow people to accept or decline cookies. You might also seek consent as part of an email list sign-up process. You’ll want to discuss these needs with your web development company.

3. Make it easy for users to reject cookies and withdraw their consent at any time.

For those who change their mind about allowing you to track them, you must have a way to erase all of their data. Of course, the easier that is to do, the less time your team will have to spend doing it. So, coming up with an efficient process is key!

4. Be prepared to notify users of a data breach.

If hackers get unauthorized access to data in your possession, you must notify everyone whose data is potentially compromised within 72 hours. That isn’t going to be a fun note to send out, but doing it helps protect your customers from the hackers and helps your reputation in the long run.

How does this affect the value of Facebook as a marketing platform?

No question about it… marketers need user data to target and reach the right audience on Facebook, and the new rules will mean that less data is going to be available. This digital media buying agency definitely feels your pain!

Should you quit the platform? No, we’re not recommending that. But, it’s important to give some thought to how your strategy needs to evolve. Should you shift some resources to another platform? Temporarily cut back on your Facebook spend to see how things shake out? There’s a lot of questions!

As an experienced digital media buying agency, we can help you understand how the new focus on data privacy will affect your marketing efforts. Contact us today and let’s talk about getting you into — or keeping you in — compliance.