Business

Long gone are the days when the majority of Americans dreamed about owning a home with a white picket fence.

The traditional American Dream may be on its deathbed, but that doesn't mean a core component of the vision can't survive. It simply takes a diverse perspective. People can still believe they can attain their own vision of success in society with hard work, knowledge, and risk-taking. Investing in today's American Dream may literally mean investing money in our modern economy, starting with our infrastructure.

Real estate investing in particular is a lucrative method that can boost income and secure a better financial future for many. There's always risk involved, but the payoffs can far outweigh the uncertainty. Selecting solid financial investments is about confidence and competence. If you're looking for some advice on this kind of investment, here are a few savvy tips for new real estate investors.

Stick To a Specific Strategy or Niche

Real estate is a challenging sphere of the business world, one that requires several key skills: groundwork knowledge, networking, perseverance, and organization. True knowledge of the real estate market will come with time and experience, but it's a smart idea to select one area of the market and stick to it. This is the best way to attain in-depth familiarity with your specific niche.

First, choose a geographical area close by and then a niche strategy within it, such as house flips, rental rehabs, or residential or commercial properties. By doing so, you can become aware of current inner working conditions in the market and you'll have a better idea of how these trends may change in the future.

Be Vigilant About Viable Financing Options

While it takes money to make money, you don't have to use all your own money. A common misconception about real estate investing is that you must be wealthy to start off. This isn't straight fact, however. A majority of people can test the waters of real estate investing without a lot of initial cash in their pocket.

Aside from traditional financing options from banks and institutions, private lending options can be worthy solutions. Hard money lenders are popular, reasonable choices, and they tend to have fewer qualification requirements upfront. However, be sure to strategically choose a hard money lender to find the best possible fit.

Master the Art of Finding Good Deals

There may be hundreds of thousands of available properties for sale on the current market, but the bulk of them will never amount to the final money-making result you desire. Another great tip for new real estate investors is to use good math to estimate profit. Taking risks is part of the process, but you have the ability to analyze properties and use networking sources to find the greatest deal. You can't win every deal, but you can steadily work towards a thriving financial future.

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B2B companies invested over $6Bn in 2020 on digital marketing campaigns. While that pales in comparison with the nearly $15Bn spent on trade shows, the trend towards digital and performance-based marketing by Business-to-Business (B2B) players is rapidly accelerating.

This is partially due to the impact of the global pandemic, which has placed severe restrictions on travel and trade show opportunities. But it's primarily the result of improved performance and accountability tools now available to B2B marketers.

"B2B marketing is a completely different animal than consumer-facing advertising," says Andrew Gill Smith, SVP of Strategic Partnerships with GeistM, the fastest growing Martech platform in the US. "The conversion funnel for B2B has to be highly elastic in order to account for wide variations in customer lifetime values. We have telecommunications equipment clients who have deals ranging from $25,000 all the way up to $5,000,000. It also has to be extraordinarily efficient, meaning it has to drive to calls, leads, and sales quickly. B2B is all about performance. Most players don't have time for fru-fru 'soft' metrics like brand awareness or abstract, top-of-the-funnel concepts."

For most B2B players, digital marketing is a necessary evil. It begins and ends with Search Engine Marketing (SEM). Many companies rely on local or part-time "consultants" to perform this essential function, and as a result, are missing out on tremendous growth opportunities. GeistM recommends that B2B marketers budget at least $5,000 per month to generate consistent, optimal results.

The biggest mistake most B2B marketers make starts at the top of their funnel, specifically the way they set up their keyword campaigns. The traditional setup, detailed below, assigns multiple messages to multiple keywords or "ad groups."

Traditional Setup

This works well enough, but it also leads to lower quality scores, meaning that the company's pages are less likely to show up in paid search results. This means higher costs-per-clicks and, ultimately, higher customer acquisition costs.

GeistM has pioneered the use of Single Keyword Ad Groups (SKAGs), which requires a completely different campaign architecture:

"As a result, they aren't maximizing their ROI on their digital marketing spend."

Rather than sending prospects to a website or a company-hosted landing page, the better approach is to run them through a filter of 3rd party content. This content needs to be carefully calibrated to deliver the company's value propositions and points of differentiation. It must be purpose-built for optimization.

"The advantage of passing prospects through a content filter is that you get the positive benefits of social validation while still maintaining control over the messaging. You're getting educated customers who are truly ready to make a purchase decision after reading your content."

GeistM recently produced another case study showing how the content filter approach within SEM campaigns increased conversions by 2000% while lowering CPAs.

By fusing a modern SEM strategy with high quality, non-branded content, B2B players can stand out from the crowd and escape the "race to the bottom" of price-based competition.

If you're interested in learning more about how GeistM can help your B2B business implement these strategies, visit their website.

Getty Images/Maria Stavreva

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