Whether you are just getting started in business or are a longtime veteran, the easiest way to establish and brand yourself is by using a combination of “interruption ads” along with “permission ads.” Let me explain - interruption advertising has always been the norm up until around the year 2000. The ad gurus would put up ads in front of people to try to grab their attention and it worked. But today, we need a better strategy to keep that attention, by using your branding to keep your business top of mind with your perfect customers.
Interruption marketing is getting people’s attention by using adverting when they are busy with some other activity, this is the stage where yard signs can work for you. Real estate signs are a grass roots advertising method that can work to brand a business or yourself with low budget impact. Permission ads or permission marketing is when the consumer gives you permission to market to them. Getting permission is having someone signup to get something from you in exchange for their information. By signing up they are giving you “permission” to give them what you offered and by doing this you can reach out to them again in the future depending on what information you collect, email, address or phone.
I recommend grabbing their attention with an interruption campaign - yard signs, flyers, direct mail - to get your name in the mind of the consumer, along with a piece of “bait” (a free report) to get permission to advertise to them. The process that we recommend is a highly targeted marketing funnel to the “grab the consumers’ attention” by giving them something of value for free. Then tell them what or how to do that (such as fill in their name and email), grab their details, and then deliver on your promise.
Let’s look at an example:
Let’s say you put out yard signs in the target neighborhood where you want to get listings. You brand yourself and your website on the signs with the words “FREE Real Estate Report” with your website as the target. Put the signs at strategic areas where the neighborhood can see them. Then, do a direct mail piece to the target neighborhood, following up on the free report about real estate tips, how to value your home, $100 referral fee to anyone who lists with you, or any type of information that is relevant to the neighborhood. Use video and reviews on your website to get the “know, like and trust” factor going for yourself. When I say video, I mean get on camera and talk about the real estate market and how you can help consumers. Get video testimonials from your clients. If not video, get written ones. YouTube is one of your best marketing partners you can have, so use it!
One of the best ways to use YouTube is by making videos and ranking them on Google. It’s the fastest easiest way to brand yourself when someone is looking for your business service. Video is flat out one of the best ways to get people to interact with you 24/7. Videos are easy to put on your website and on your social media sites.
The funnel recap:
1. Grab attention
2. Point them to your optin page
3. Grab their details (use video) - build your list
4. Deliver your promise
5. Send more great information
6. Ask for listings
7. Ask for referrals
If you need a partner to help you rank videos in Google, I recommend our online marketing partner, talk to Jon @ MarketingByPermission.com.
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