Intro:
Michael Graham is a country and town estate agent company that is established in 8 different English Countries. They became one of the first real estate-based companies to utilize the social ad digital space to cater to potential customers looking for properties. This method involved unifying their brand messaging across multiple platforms creating a more generative space for their clients to find out more about their company and what they provide within this industry.
Methods:
Through their partnership with Hootsuite, they have generated 100% more website visitors, 10% increases in click-through content on their social media pages. They have also shifted their social media campaign and marketing to strictly online with an increased budget of 500K euros. By doing so, they have established a solid space in the ever-growing digital industry. Their method involved hiring an external agency to manage their social strategy and keep the platforms they are using up to date. The issue before now was their focus on print advertising. Their brand messaging was not consistent across their online platforms and their print ads which caused some brand confusion with their targeted customers. This then grew their social following and reached some new audiences that have continued to expand through this digital space.
Their current strategy was to hire an outside consultant. Michael Graham established two marketing teams, one that focuses on paid social advertising methods and the other on the organic structure of advertising their company. To make this efficient, they would focus on these areas to reach as many platforms and customers as possible. In additional, they switched their digital marketing focus onto more video content. It involves the potential client within their structure and use of the estate sales. They will often show places to visit and insight into local sights. This process provides customers a behind-the-scenes reveal of the projects that are being worked on while at Michael Graham.
Outcomes
This method and switch to digital was a good move on their part. It provided Michael Graham additional opportunities to reach others that they may not have before. It has also given the employees of the company a confidence boosts in their digital and technological knowledge about the industry. This shift in marketing has also decreased the company’s overall spending. Their marketing pricing has decreased due to the decrease in print advertising. The click-through material has been utilized exponentially. They have increased from about 4k per month to 100k. By doing so, they have driven much more traffic to their site and content to grow their business as a whole. Also, Wesley Muchimwe has spoken about what the impact and the potential future of the company vision may look like.
“We’re pleased to have breathed some new life into our social strategy using Hootsuite, helping us to deliver unified brand messaging across all channels, while giving us the confidence to push boundaries.”
The future of Michael Graham is looking bright and will continue to grow if they utilize more SEO methods and focus their content on their digital platforms.
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2 Responses
Great blog post! I find it interesting that just by switching their marketing efforts to focus on online promotion, they were able to save money on printing, and actually bring in a lot more traffic. It seems like the switch was really worth it for Michael Graham. I also found it interesting that they used Hootsuite, because I got certifications in Hootsuite during my freshman year. I’m glad to hear that Hootsuite is a platform that is driving success for businesses.
Similar to what Tava said, I am also certified in Hootsuite and Digital Marketing through Hootsuite. I have not used it in a job or internship since learning about it, so it is nice to see that businesses are utilizing it and having success. I think more businesses should consider a tool like this.