More than 60% of us now research the products we are going to buy online before purchasing them, and 44% of those start their search through a search engine. On average, North Americans conduct over 12 billion searches per month on the internet. What this means is simple, if a customer can’t find your product or service online, you are missing out on a large demographic of potential customers. We live in a digital age of search engine optimization where simply having a website is not enough Essentially this means that if you’re not on the first page result for Google, you might as well be on the moon. You can go ahead and dump hundreds of dollars into a fancy new website, but if you can’t drive traffic there it’s like having a luxury car permanently parked in the garage. To make things trickier, Google is constantly tinkering and updating their search parameters so certain tech-savvy businesses can’t just vault themselves to the top. You need unique page visits, the proper clicks and the right traffic.
The idea is simple, build a great website with great content, but make sure when your customers search those specific key words, you’re in the game, and in the hunt for their business. Because then, you can let your product or service do the talking, and leave the rest to anything but chance.
A recent study published in the United States discovered that 56% of people have some form of social media account. Now I know what you’re thinking—that number actually seems low. Truth is there’s a large portion of the population out there who either aren’t participating, or never have, in the social media revolution. The reasoning for this comes down to a number of different factors including age, privacy concerns, and many others.
What this means is that social media is still obviously a major driving force for marketing campaigns, but let’s remain clear: it is not the be all and end all many thought it would be. Other forms of traditional media are still highly regarded including, get this, your local newspaper, your local TV station and good ol’ fashioned word of mouth.
Let’s remember in today’s technologically driven age that ‘likes’ and ‘retweets’ are great, but if no one comes out to your event or buys your product, those aren’t numbers you can take to the bank. Social media is an important marketing tool, but it’s important to understand the value of specific demographic centric marketing campaigns. Realtors still get most of their clients through walk-ins at open houses, and people still buy a large portion of their products from stores. The tried and tested methods are still there for a reason, so let’s not forget about them because we’re too busy posting about the next best thing.
In business, we’ve all had that voice of reason tell us at some point that doing it for the money will inevitably result in disappointment. Now, of course there are anomalies to this but as a general rule, it really couldn’t be more correct. What history has shown us is that people who simply chase money will likely have a short lifespan. Organizations that chase just money are not only risking a short lifespan, but they are also a weapon of mass destruction. We saw this first hand with the financial collapse of 2008.
Recent momentum in the west coast real estate and development industry has made its way to Northern Vancouver Island. Specifically, the Campbell River region has become a significant benefactor of recent market improvements and will likely remain so for the foreseeable future.