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4 Integrated communications strategies that you may be missing

Graphite Square development in London by Third Group

As business landscapes evolves, so do the integrated communications strategies that companies use to stay ahead of the curve. By staying up-to-date with the latest industry news and developments, you’ll be able to better serve your clients and position yourself as a thought leader in the field.

Here are four game-changing integrated communications trends you will want to equip your business with to grow successfully.

Video content on social media

Do you want to increase your business's social media engagement, but don’t know how to stand out in the crowd? The competition to gain potential clients’ attention is only gets more and more fierce. For a real estate company not taking advantage of video content as part of their integrated communications strategy will only be drowned out by all the noise.

Not yet convinced? Here are some statistics to back up how effective video content can be:

According to Facebook video data, more than 500 million individuals watch online videos on social media sites each day.

Also part of the Meta world, Instragram is important when creating video content. According to 99 Firms, when users watch a video ad on Instagram, 87% will take further action. They also stated that 90% of users follow at least one business on Instagram and 62% of people insist that seeing a brand on Instagram Story increases their interest.

With more and more users consuming video content, it is crucial for real estate companies to create video content that showcases listings to engage with existing and potential clients, expand their reach and remain memorable.

If you are not sure where to start, Instagram reels or TikTok videos are a great way entry point to start integrating video content into your integrated communications strategy.

Conviva, an online video analytics company, conducted multiple studies and concluded that Instagram reels generate more engagement than both traditional IG (Instagram) videos and carousel posts on the platform. Whilst, TikTok is the perfect platform to post video content with its exponentially growing user base and reputation for housing viral and popular content.

Below are two examples of how real estate companies have been capitalizing on video content, one as an Instagram reel and the other on TikTok.

Blogs are a crucial asset in integrated communications strategies

Blogs can serve your business with a plethora of benefits, from establishing your brand to building trust with your potential clients. Blogs offer the opportunity for your business to build a following, gain credibility, and position the company as a leader with innovative solutions.

Not sure what content to post on your blog? It is important to create content that adds value to your existing and potential clients. Real estate companies can use blogs to share their expertise, educate new home-buyers, and inform clients on current news regarding properties, and real estate market knowledge.

Is your real estate company looking to acquire potential clients? According to an inbound marketing report conducted by Hubspot, 80% of companies that incorporate blogging in their marketing strategies have reported acquiring customers through these efforts.

Furthermore, Hubspot has also disclosed that companies with blogs produce 67% more leads each month than those without and 60% of consumers feel engaged with the company after reading their blog.

Below is one of Marriott International group’s blog websites, Marriott Bonvoy Traveller. It aims to “​​tell the stories that awaken the wanderlust that lives in you; the stories that inspire you to explore the world’s greatest destinations and empower you to travel well.”

Data analytics = informed decision-making

Data analytics is a powerful tool for real estate businesses. Data will play an increasingly essential role in PR strategies. Through collecting, aggregating, and analysing KPIs (key performance indicators) from your businesses’ marketing efforts, you will be able to extract valuable insights to enable informed and insightful decision making. Analysing data provides your business with descriptive, predictive, and prescriptive intelligence.

Does your business struggle to better identify your client’s ideal needs?

Businesses can collect descriptive data from social media, surveys, public data sources, and more, to better understand and determine their target markets. Such descriptive data can provide demographic and psychographic insights that can help your business optimise PR campaign interactions, and identify user sentiments and emerging trends in the market.

Using prescriptive analytics from both descriptive and predictive data can help you to obtain real estate data solutions that identify your ideal customers’ needs and wants, such as properties with assisted living features, pet-friendly housing, or locations optimal to their office.

Big data analytics can also offer predictive insights. If you want to stay ahead of your competitors, tracking demographic shifts and changes in the macro environment can assist in making your PR and marketing efforts align with forecasted consumer behaviour.

Micro-influencers are hidden gems

You may have heard of influencer marketing, but what are micro-influencers?

Micro-influencers are defined as accounts with 10,000 to 100,000 followers, whilst, macro-influencer follower have 100,000 plus followers. Micro-influencers are heavily underestimated and underutilized due to their smaller following count. However, Forbes stated they found micro-influencers to have stronger relationships built on expertise and trust with their followers.

Though collaborating with macro-influencers with huge followings is tempting, working with a smaller and focused influencer can be more impactful.

Micro-influencers can be beneficial to your brand as they serve a niche audience, therefore, they can provide access to a more concentrated demographic interested in your business. In 2021, Morning Consult, a global decision intelligence company, published an influencer report revealing that 88% of people find it important for influencers to be authentic and genuinely care about their interests. Unlike macro-influencers, these accounts have fewer obligations and restraints, hence they often choose to support and work with brands they actually like.

Leveraging the top integrated communications strategies

Taking these four game-changing integrated communications strategies and implementing them into your business, will ensure your business is better positioned to boost client outreach, and increase engagement and client acquisition.

The communications landscape is ever-changing, and it can be difficult to keep up with the latest trends. Here at RAW CREATIVE, we offer current, relevant and innovative solutions for your business needs. To find out how RAW CREATIVE can help your business, hit us up here.


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