Tag: Marketing

If you’re email marketing, don’t ever do this

Carl Setzer

With 7 years working in Real Estate, I’m on tons of email lists. I don’t mind this much, as I get to see what’s going on out in the market. Today, though, got one that violates all my marketing skills, understanding and wisdom.

  1. It was a jpg dropped into an email. I’m not a fan (mea culpa: I’ve done that in the past, mainly out of time, or, sadly, that’s all I had to work with).
  2. In the jpg were several urls. Note: I don’t say “links”. The links were NOT CLICKABLE! Simply text in the jpg.
  3. As I was interested in the property in question, I manually typed the links into a browser. Nope! No worky. Not even the bit.ly one. Not a single link worked.
  4. I saw the project name in the email addresses in the “contact us” section. That was the right URL.
  5. The creme de la creme, the piece de resistance (insert cliche of your choice here): there was no address. No city. Not even a state, region…nothing. When I finally made a url work, I could see that it was on the Washington Coast. Please note: this was for a new real estate development. “Location, Location, Location”?

It seemed like the creator of this campaign worked really hard to ensure I not only didn’t connect, but actually ended up annoyed with them. Amazing how well it violated every tenet I have for effective email communication.

So, do:

  1. Location. Events: have a date, location (address, venue…at least a city), and times. Drives me nuts to get an email for a property that looks interesting, or an event that looks really cool and, well, sorry, it’s it Atlanta. And it’s not until I’m in the registration section that I find that out? Geez!
  2. If you can at all help it, don’t just email jpgs. FYI, spam filters hate them.
  3. Links. Oh. My. Gawd! Making me TYPE your link…from an email?
  4. Links, part ii: Links MUST WORK. Test them! Most people won’t do anywhere near what I did. I was curious at that point and choose to dig. They may have got a click, but they didn’t get a sale.
  5. Segment your market and sell accordingly. I’m not working the Washington Coast market. It’s hours of driving away!
  6. Your main call to action cannot fail. If clicking on the link takes you to a Google page saying “sorry, sparky, no frickin idea what website you’re trying to find”, every erg of energy expended was wasted. Your goal is sales, right? Customers gotta get to your page. Gotta!

Keep your eyes on the prize, folks. Sales pitches to the right people, in the right way, is a splendid thing. Spam? Yeah, no.

Go forth and do great things!

I do not mind ads / Just make them work on mobile / Do not break the website

Carl Setzer

First, a quick note about the subject line. A friend challenged me to post on Twitter only in haiku for a day. I thought these subject lines would be fun, too.

Anyway, ads. As I’ve focused the past few years on marketing, I have no issue with web ads. Currently, they’re the way many web personalities and other sites pay their bills. Family feeding is a fun, fantastic feeling.

However, web designers need to build advertising around mobile. Too often advertising either destroys the user experience, or critically hampers it. Pop ups that can’t be cleared are big issues. Several times this week I’ve struggled with sites where the “close” button was off the screen, AND clicking on the ad took you to a new website. (Sidenote: web devs and designers, use the target attribute on anchor tags. Don’t build ads that push your readers away from your site!)

These things make your site unusable on mobile. And, let me reiterate what’s been stated myriad times: the web’s future is mobile. If your mobile experience sucks, you’re are already behind. Perhaps you’re ahead of the curve on being an anachronism. It’s hardly ideal.

Last year’s whole Google mobile-gedon thing should have pivoted sites over, but, well, nope. But then folks still build auto-play videos on their sites. Thought that went out with MySpace. Since I’m simply griping now, let me add popups asking me to subscribe upon page load. Let them learn what you’re about first. I’ve neverr subscribed to a site BEFORE I’VE READ ANYTHING! NEVER!!!! Build the pop-up to launch towards the end, if you must use them at all. I’d put the ask in the post body, personally.

Developers, build sites for positive experiences. Delight your readers, inspire them to come back again. Don’t give in to greed or desperation. They’re ugly.

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Social Media Marketing Event in Everett June 25

Carl Setzer

Hey everyone,

This coming Wednesday June 25th, my office is sponsoring Tech Savvy Today. These speakers have all successfully used modern marketing, branding, and social media to build dynamic and powerful businesses. It’s a whopping $25, which gets you in front of some key thought leaders in this space. Not only do I recommend this, my money has been put where my mouth is (as the adage goes); I’ll be attending, too. Come join me! I look forward to seeing you there.

All the details are available here (EventBrite link)

 

Tech Savvy Flyer

Facebook’s Video Ads

Carl Setzer

Autoplayed videos; oh, how I loathe thee! I’ve been grousing about this for years. And now, NOW Facebook wants to launch into the space. Grrrr…

The radio piece I heard this morning didn’t  have much, except stating the auto-play piece. Reading this article on AdAge gives a bit more balance. Apparently, scrolling or swiping past will stop them from playing. And the mobile app won’t play them unless you’re on wifi. I guess that’s better than some of the ways these are executed, but still…

What I find most interesting, though, is their eagerness. Yes, this has a large revenue potential ($1 *10^6/day, plus the ability to deeply refine their  targeting), but, BUTTTTT I don’t know anyone who isn’t annoyed by them. I wonder how much this will alienate users, perhaps driving them somewhere else? Ok, I really don’t think that this will drive a max influx of Google+ users, but I do believe it will drive a lot of people to download Adblock, or one of it’s kindred products.

 

Real Estate and the Web

Carl Setzer

Been spending a fair amount of time today looking at different website options for my company. At this point, I’m not terribly impressed with any of them. Makes me think I should go and build my own. 

My dream system has all the components of your standard transaction well integrated. CRM, transaction steps, offer tracking, listings, key dates…all that sort of thing, That and tightly integrating our blogs, YouTube channels, Twitter feed, etc. Want to maximize SEO for our work. 

Chatting with some colleagues, I have some other options to explore. The most interesting, to me at least, is the notion of building a whole site on my own via WordPress. Then I would add the functionality I want with plugins. Seems very doable, and would feed my inner (and outer) geek.