What Will Your Marketing Strategy Look Like in 2015?

December 19, 2014 11:42 am

Familiarizing oneself with next year’s marketing strategies before January 1st is a good way to get a leg up on the competition. Provided below are a few key takeaways from Jayson DeMers recent Forbes article, Top 7 Online Marketing Trends That Will Dominate 2015, as well as explanations of how Respage helps clients act on DeMers’ online marketing forecast.

Trend #1: Mobile or Death

Optimizing a site for mobile devices is no longer an extra option for aesthetic design. Rather, it’s a must-have feature that will prevent your bounce rate from skyrocketing. As DeMers points out, Google has acknowledged that mobile usability is “relevant for optimal search results,” which means sites that are not mobile-friendly will suffer from lower listings in the Search Engine Results Pages (SERPs).

Although mobile design strategies have attracted much attention as of late, the developers at Respage identified and embraced this trend long ago. In fact, all of our turnkey website designs are mobile-ready (and have been for some time). Even better – they’re affordable and extremely easy to use.

Trend #2: Social is Spreading

Increased social media interest will be another rising trend in 2015. This should come as no surprise. After all, consumers spend more time on social media than any other major Internet activity, and advertisers need to be in front of their audiences. Once again, the Respage model has succeeded at staying one step ahead of the game in this regard, as providing quality social media and blogging services has always played a role in our platform.

Trend #3: All Hail Content

Content is king. It always has been king. And in 2015, it’s apparent that it always will be king.

DeMers is correct in his assessment that companies will take budgets originally earmarked for PPC and SEO and reallocate them to content marketing efforts. He’s also correct that “A major struggle, however, will be finding ways to stand out amidst the throngs of other content vying for attention [and that] research-intensive content, and content that abides by the 12 quality metrics, will be what gives businesses an advantage over their competitors.”

While developing content that offers real value is a struggle, the Respage content marketing approach is without equal in the multifamily industry. All of our content topics are based upon analytical data of moving-oriented search queries within a given region. This data provides us with the insight needed to answer a potential new resident’s questions before he or she even asks. As a result, the content that Respage produces on behalf of our SEO clients engages potential new renters from the get-go..

Trend #4: Brands Get Personal

According to DeMers, “brands will realize that their customers are on social media channels to interact with other people, not with brands and corporate-sounding lingo. Brands that are able to connect with their audience on a human-level will enjoy higher conversion rates, better brand loyalty, faster audience growth, and happier customers.”

For years, Respage clients have enjoyed a personalized approach to social media through our blogging services. These services encourage conversations between residents and increase brand loyalty by providing information about local businesses and events in the area. Taking this strategy one step further, our new Reputation Management and Review Response offerings make sure that client communities always know when they’re mentioned so that they’re never left out of the conversation.

Conclusion

DeMers mentions much more about the blurring of SEO, content marketing, and native advertisement. But if truth be told, these three disciplines have always been one in the same. If you are authentic, knowledgeable, and informative in your marketing efforts, you will enjoy a successful year in 2015. And if you need help, you can always contact the multifamily marketing experts at Respage.

Category: Online Marketing Tags: , , , , ,


Google’s Newest reCAPTCHA Update Simplifies U/X and Enhances A.I.

December 12, 2014 11:46 am

Taking web security and user-friendly design to even greater heights, Google introduced its newest update to the reCAPTCHA application programming interface (API) on December 3rd, 2014. Many web users will recognize reCAPTCHA as the security feature that prompts an individual to verify that he or she is "not a robot" by interpreting text within a digital image. And for all of those who have ever failed to differentiate a blurry number "1" from a distorted letter "l" – especially those who have experienced such frustrations before having their morning cups of coffee – this new reCAPTCHA update is certainly a welcomed one. However, there's more to this story than a universal sigh of content-consumer relief. In fact, the updated reCAPTCHA API represents a paradigm shift in visual artificial intelligence and a computer's ability to interpret objects in the real world.

In the past, webmasters used reCAPTCHA as a security feature to protect websites against malicious automated software. To verify human authenticity, the API presented images of numbers and text and then prompted users to interpret the images through digits and characters. It then cross referenced the user’s response with a database of correct answers to determine if the user was “not a robot.” This process largely relied on the fact that previous algorithms could not accurately distinguish characters within images. However, that all changed last spring when Google updated its Street View algorithm and accidentally created something extraordinary.

According to Google’s Online Security Blog, the company’s research team developed an enhanced visual A.I. sometime in April of 2014. As a result “today’s Artificial Intelligence technology can solve even the most difficult variant of distorted text at 99.8% accuracy. Thus distorted text, on its own, is no longer a dependable test.”

Although the accuracy of Google’s newest software is remarkable, the implications of the advancement can only be speculated at this time. Meanwhile, we can all rest easy knowing that the reCAPTCHA replacement – which Google has dubbed the “no CAPTCHA reCAPTCHA” – promises a simplified yet equally secure user-experience that won’t have us screaming at our laptops every time we try to read the morning news.

Category: Website Solutions Tags: , , ,


What’s the Average Number of Followers for a Multifamily Social Media Site?

December 11, 2014 10:03 am

Apartment communities around the country access thousands of social media sites through our Respage Express Dashboard. With so many social media connections, we've come up with some quick statistics on the average number of followers and Likes for multifamily communities.

Apartment community Facebook pages using Respage average more than 250 Likes each. Twitter accounts and Google+ pages check in with fewer average connections. Respage connected Twitter accounts average nearly 70 followers apiece; Google+ pages are less active, with the average number of followers checking in at slightly more than 20 per account.

Some simple ways to increase the number of your social media connections? Be more active on social media, connect with other local businesses, and share relevant content. If you'd like more ideas about how to increase the reach of your apartment community's social media sites, click here to read about "Fan Base Building" in our Respage Learning Center.

How does your follower count stack up against these averages?

Category: Social Media Tags: , , , ,