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Thought Leadership

A place to keep up-to-date with the latest marketing trends

Lead Nurture

We believe that a highly underrated marketing skill is taking something complicated and making it simple. It’s a skill that we continuously aim to strengthen, to help get the most effective and efficient results for our clients.

Turning something complex into something simple is exactly how we helped our client, Lifestyle Communities, who needed a user-friendly and time-efficient solution for planning, creating and scheduling content across their portfolio of 20+ projects.

 

Here’s a breakdown of how we helped the Lifestyle Communities team:

 

Context

The Lifestyles Communities’ marketing team is responsible for creating, scheduling and publishing at least two Facebook posts per week for each one of the 14 established and six developing communities. They are also required to create at least one EDM per month per project. They reached out to Property Republic to find a consistent and cost-effective solution to ensure that high-quality and consistent content is created.

 

Challenges

There is always a need to promote a product (for example, a home for sale in a particular community) but best practice is to educate the audience first and sell second.

 

Another challenge faced involves the diversity of content – not every community wants to post the same information. There is also a need to determine and refine a consistent tone of voice.

 

Primary Goal

Lifestyle Communities wants to create quality content for all 20 communities with the aim of driving traffic to the website and building engagement among prospects and residents.

 

This solution for planning, creating and scheduling content across their portfolio of 20+ projects need to be user-friendly and time efficient.

 

Process

The Property Republic team approached the content solution strategy by designating the Lifestyle Communities website as the home for all content, with every eDM paragraph and every social post linking back to the main article or product on the website.

 

This approach helps improve search engine optimisation, give prospects a greater opportunity to explore what’s on offer at Lifestyle Communities and build authority.

 

Lifestyle Communities had provided their existing pillars and worked with the Property Republic team to identify three pillars as the primary focus – Affordable, Downsizing and Homes & Gardens. From these, packages based on each pillar were developed to get the most out of each piece of content. They were referred to as ‘pillar packages.’

 

Each pillar package included the following elements:

  • 3 blog articles

  • 9 social posts, each linking back to the website

  • 5 eDM paragraphs, each linking back to the website

  • A content calendar for each project

  • Two free posts every month for special holidays, e.g., Mother’s Day, Christmas Day

 

On top of these pillar packages, the Lifestyle Communities team was advised to send through information for weekly adhoc posts, for which they were sent a reminder every Monday morning. Once Property Republic received this information, they would create the adhoc posts in accordance with the content schedule.

 

In addition, all social media and eDM content was placed in an excel spreadsheet (referred to as the Content Matrix). From here, every month each marketing manager could select the posts they’d like to feature in their community’s content plans. The Property Republic team would them populate each content plan with their selections.

 

Every week, the Property Republic team liaised with the Lifestyle Communities team to ensure that relevant and timely content was created and shared.

 

Judi Carr met with relevant members of the team each month to review the process to make sure that it was streamlined and mutually beneficial to both parties.

 

When it was raised by a Lifestyle Communities team member that tracking which posts had been featured in the previous month’s content calendar was a challenge, the Property Republic team developed a simple solution – within the Content Matrix, they greyed out the posts that were used in the previous month, so that the marketing managers could identify them and avoid featuring the same posts two months in a row.

 

The Outcome

Property Republic developed a dynamic content strategy solution featuring social posts, blogs and eDM paragraphs that respond to the client’s primary pillars, key messages and tone of voice. Not only were they able to create a content bank for Lifestyle Communities’ team to populate their monthly content plans, but they also developed a cost-effective and time efficient process.

 

Feedback

Carmen Petropulo, Head of Marketing at Lifestyle Communities, has this to say about our Content Matrix solution:

 

“The Lifestyle Communities team has a longstanding relationship with Property Republic. More than a consulting team, Property Republic is our trusted content partner, offering expertise working with brands that deliver best-in-class property and customer experience; both of which underpin our proposition at Lifestyle Communities. The team at Property Republic delivers an effortless endto-end process; they are reactive and proactive in equal measure and they are active listeners with an innate ability to turn a problem into an opportunity. Most recently, Property Republic developed a comprehensive social, blog and eDM content bank to support our project marketers and their portfolio of 20+ communities. The result was a clever, intuitive and user-friendly process that will ensure a consistent tone of voice across all relevant communications. Lifestyle Communities will continue to partner with Property Republic at every opportunity, thanks to the value they consistently add to our team and our brand.”

 

 

Want to learn more about our Content Matrix? If your property business has multiple projects, communities, homes or branches that require content creation, our Content Matrix could be the perfect solution! Click here or call 0417 930 125.

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Strategy, Workshops

Misalignment between the sales and marketing teams is a common problem in many businesses. We’d all agree that it’s imperative that they need to work hand in hand. But believe it or not, some sales and marketing teams barely speak to one another.

 

They both have the same objective – to drive sales and revenue. Marketing’s role is to generate qualified leads, manage the customer experience, increase brand awareness and create a brand-appropriate sales environment. The sales team’s role is to turn the qualified leads into sales and provide an exceptional customer experience.

 

According to Marketing Mag, “the two need to work hand in hand in order to fire up the lead gen engine.”

 

As featured on the Marketing Mag website, here’s Azadeh Williams’ (the founder and managing partner of global B2B media and marketing agency, AZK Media) take on how sales and marketing can work together to generate real, tangible results:

 

1. Adopt a complementary mindset

When you think of marketing as ‘secondary’ to sales, that’s where you start having problems. When you instil a culture of seeing the two as complementary, everyone’s mindset shifts towards being more collaborative. After all, there is a lot of dependency, especially in B2B, that marketing has on sales and vice versa. The whole idea of alignment is understanding what those key dependencies are. Then align roles and responsibilities so everybody has a clear-eyed view of what the future looks like.

 

2. Use common language

One of the first ways to align is by creating a common language. As an example, what a ‘lead’ means for your marketing department (MQL or marketing qualified lead), may be completely different to what it means to the sales team (SQL). A marketing team could say, ‘I’ve generated 27,000 MQLs’, but zero of these have turned into revenue. That’s a terrible disconnection. A common framework or a common language and clear expectations is a starting point for any of this to create alignment.

 

3. Establish common KPIs

Another way to align is to look at performance metrics and evaluate revenue goals and budgeting together. It is critical to formulate targets in this way so you’re sharing a common goal – regardless of how you budget, your account-based marketing plan or even your inbound lead gen strategy. It’s important to find a common ground.

 

Once those things are clearly defined, you can consider creating a playbook that clearly outlines roles and responsibilities. This is a place to hold one another accountable. Every quarter, you can then review the metrics and playbook, and continue to iterate and evolve, so sales and marketing continue to complement each other and work like a ‘well-oiled machine’. 

 

4. Identify common mistakes to avoid when trying to get sales and marketing alignment right

One of the biggest mistakes is not getting C-suite buy-in and executive sponsorship. The sales leader and the marketing leader could be thinking, ‘yes, let’s do this, let’s walk arm in arm and go.’ But if you don’t have buy-in across the C suite, it’s not going to take off.

 

In times of economic uncertainty, the CFO (chief financial officer) or the CRO (chief relationship officer) are often the key people in this equation. They’re funding the sales and marketing budget. They’re also looking at the business holistically. If there’s a perception in the organisation that marketing performs one way and sales performance another way, then it’s harder to convince the CFO that you’re anything but siloed. 

 

5. Driving value in greater alignment

From an agency perspective, here are things to do before engaging with a client to help support their media, marketing strategy and campaigns. Take a deeper look at their sales and marketing alignment.

 

In essence, effective alignment is all about continued communication and collaboration. It’s about bringing all of your sales and marketing talent and resources together, in one place. Then create a playbook. This means sales and marketing can work together, driving demand, closing business, looking at the full customer lifecycle, and tackling retention, renewal, cross-sell and upsell – all as one robust ecosystem. 

 

 

At Property Republic, we recommend conducting a workshop to help your sales and marketing teams get on the same page. During this workshop, the project team and other influencers can put forward their ideas in a safe environment. Ideally, this workshop is facilitated by an external party (like us!), who has some knowledge of your industry. A workshop agenda example:

  • Determine the project mission

  • Agree the strategic objectives

  • Brainstorm the critical success factors

  • Evaluate the critical success factors to determine the actions required to achieve success

  • Determine who will be responsible

  • Identify how you will monitor and measure each success factor

 

Use group brainstorming techniques to keep the session invigorating and attention focused. You’ll leave with a clear understanding of the project’s destiny that will assist with marketing planning and budgeting.

 

By making sure your sales and marketing departments are on the same page, you’ll be able to maximise your content strategy and ensure that the full customer lifecycle remains seamless.

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