Offline marketing: how to combine it with online to capture records?

At present, when it comes to marketing it seems that we only refer to online marketing . And whenever we are asked about marketing actions, we end up thinking, almost unconsciously, on the web, social networks, content and positioning.

But is there only this type of marketing? I invite you to continue reading to get out of doubt!

The answer is obviously not, because if we say yes we are completely avoiding offline marketing specially for real estate projects like Capital Smart City .

Online marketing means the actions carried out in the media and internet channels. For its part, offline marketing focuses all its efforts on the more traditional channels. While it is true that online marketing has been growing to the detriment of offline, do not leave this aside.

The ideal is to create a global strategy to combine efforts in both the online and offline channels, so that our campaigns are reinforced and, thus, an increase in their effectiveness is achieved.

Aware of how positive it can be to involve offline and online marketing , in this post I will tell you how to generate records through inboundization , that is: take advantage of the traffic to both online and physical assets that a company has to generate records

Therefore, if in your company you have online part and physical part, this post and the actions that will be proposed in it will be very useful. Do not miss it!

Record collection: how to carry it out by bringing offline and online marketing together

It is said that we have a lead or a record when a user provides us with their data through a contact form. Just then, the user becomes a contact.

Getting leads is, without a doubt, one of the main parts if you want the business to continue to prosper, since these contacts will be the basis to carry out any type of strategy .

offine marketing Image 2

The importance of getting leads is such  that the acquisition of records becomes one of the main actions in which companies focus.

Going deeper into the subject, it is understood by capturing records to all those actions (both online and offline) focused on generating records and, therefore, a database.

For the Blue world City Islamabad website, from the leads we must have, at a minimum, the email and have accepted the privacy policy. Also, think well about what data you are interested in capturing from your records in case you would later like to impact them with email chains, since it will be there when they will be useful to customize these chains.

So far everything is clear, but … how do I get a user to give me their data ? The answer is to offer free content of interest to your users, but no content of any kind is useful. To know exactly what to offer, you should study your buyer / target audience well so that you get information about what content can be aligned with your interests. Once you are clear about what content to offer, you have to choose the format in which to disseminate the content.

Some format ideas could be: ebooks / guides, quizz / online test (where you ask for the data if the user wants to know the result), raffles, discount coupons …

Inboundization of assets to capture records

Once you are clear about what to offer and in what format, the following question is given by how I make my buyer person aware that I have those assets to offer.

To achieve greater coverage and improve efficiency, we will implement actions both online and offline. Do we see them?

Take advantage of your online traffic

Let’s start talking about what to do online. The first thing is to take advantage of the online traffic you have on your website to help you capture records. To do this, you have to make a list of all the online assets you have, so you will be clear where you can disseminate the information. By online assets we refer to your website, blog, social networks, relationships with partners in the sector …

Once you find out what assets you can push yourself to offer your content, start offering it through attractive calls to action. That is, place a button in image format (where the content you are offering is previewed) and make it land on a landing page where you will give the user the option to fill out a form in exchange for the content.

To enhance these actions, you can follow these three tips:

  • Make the most of the potential of your web pages: place it in the home of the corporate website, in the sidebar of the blog and in the articles with more traffic (in a blog it will always be where the educational content is more aligned), place pop-ups of exit intent on web pages, etc.
  • Make several publications on social networks to spread it too (Instagram, Facebook, Twitter … etc), they will help you achieve greater reach.
  • Adjust the content to each of the channels so that they are aligned to the maximum. For example, educational content makes more sense to offer it on websites where it will be maintained for a longer time, while raffle-type actions and discount coupons are more feasible to disseminate on social networks.

How to direct your offline traffic online

What happens to all those people who visit your store / s but whose data you do not have to impact them via email? Ideally, direct them to the online world to capture their data.

As I mentioned, actions can be taken to make the efforts in the offline part complete in the online part. For example, some of the actions you can carry out in your physical store to get customer data in the online plan are the following:

  • Place tablets with landing page for downloading content.
  • Offer wifi so they have to register and leave their data.
  • Put bitlys (shortened URLs) on purchase tickets that lead to a landing page for downloading content.
  • Take advantage of any offline campaign (for example, an album) to also include a bitly: if it is temporary it can be a raffle or educational content.
  • As you can see, there are a large number of actions, both online and offline, to improve the record collection ratio.
  • Ideally, try different types of combined actions and analyze which action is reporting the best results and, specifically, see which action receives the most records. This way you will see what content works best and which broadcast channel best reaches your target audience.
  • But don’t stay alone in an initial analysis. My advice is that you continue analyzing and see how that database responds in the future, that is, that you also measure the quality of the records obtained. For example, it is possible that for a discount coupon there are more bounce emails than in an ebook download database. Against this, the best decision you can make is to always put quality as a priority over quantity.
  • With all these steps covered, it would be interesting to raise next steps, that is, now that I begin to have a solid database, what do I do with these records?
  • I already told you that it will be important to nurture them so that they continue advancing in the purchase process or retain them if they are already customers. Wondering how you can nurture them? I recommend you download the following free ebook about lead scoring and lead nurturing to get it. I would love to read your impressions about it!


Marketing training: how to keep your team up to date

One of the main secrets of successful companies is their investment in human capital. The teams that make them up are motivated and happy to collaborate with their work on a project that takes them into account.

One way to do this is through in-company training like they do in Capital Smart City . Do you think you may need a marketing training for your team? In this article I tell you why it is positive and which courses are the most important to keep up to date. Do not miss it!

What is an in-company marketing training and why does my team need it?

In-company training is a type of training that is carried out in the company’s own facilities. That is, instead of employees having to move to a certain course, in-company training is based on the fact that it is the teacher who moves to the company. A modality that is gaining more and more followers, probably due to its many advantages.

Why should you do an in-company marketing training for your team?

1. Personalized training adapted to the company

The fact that a teacher travels to the office is key to be able to offer a totally personalized training and oriented to the objectives of the company. The teacher will be in contact with the management team and can focus the content on the team’s goals.

2. Learning in a familiar and familiar environment

The students, being in an environment that they know and surrounded by their work colleagues, are in a family environment, so they will be able to better assimilate the agenda, can answer their questions more specifically, etc.

3. Comfort for attendees

It is likely that many components of your team do not form outside of work because they do not have time. With in-company training this does not happen, since a part of the working hours is usually dedicated to classes.

Types of in-company training

Digital marketing

To know all the concepts to work during the day to day of your team and make sure that you speak the same language (at least in regards to marketing issues), it is important to conduct an in-company training in digital marketing.

Thus, the teams will be able to deepen topics such as strategy, and the management team ensures that students know the terms of the objectives pursued in the company. How about?


The marketing team will be in contact with several tools and it is essential that you know the functionalities, strengths and weaknesses of the different tools with which you work:

  • Types of CMS: There are several types of CMS and it is important that the marketing team knows which one is best to use at all times.
  • Types of CRM: CRM is another essential tool in the daily life of marketers. It is interesting that they know the different types that exist.
  • Automation tools: HubSpot , Blue world city Marketing Cloud… Automation is key in the marketing of the future, and knowing the details is essential to ensure success in the coming years.

Specific Marketing Issues

There are some issues that are more specific but that are equally important, since it is vital to ensure that all the strategies with which the team will work are internalized by it.

In this way, the strategy will be executed correctly. Some of these topics are:

1. Corporate and content SEO

Mastering corporate SEO can make the company have not only the first position in search engines, but practically the first full page of Google results with its name.

On the other hand, content SEO seeks to connect with the reader, who, finally, seeks to be the final customer. Thanks to quality content and a good content strategy, such as inbound marketing , we manage to attract traffic in a subtle way showing interesting content to our target audience in order to generate a lead. But let’s leave this point for later!

2. User experience (UX)

The fact that the marketing team has a good in-company training in relation to the UX or user experience is a great advantage. The marketers will learn to put themselves in the user’s skin and look for more intuitive, simple, easy and strategic ways to locate the elements of a website to improve the customer experience.

In fact, Google is increasingly giving more importance to the user experience: well-optimized pages at the UX level will receive benefits in positioning in the following years, so this branch of marketing is emerging as one of the most prominent and of which you have to be more up to date. Don’t lose sight of her!

3. Inbound marketing

As I pointed out above, knowing how to offer quality content is the key to generating leads, and that is the number one objective of inbound marketing, which seeks to give visibility to the brand but in a subtle, non-intrusive way: it is the objective customer that is attracted to the brand.

The ins and outs of inbound marketing are quite complex, so it is vital to have a specialized agency . In addition, in terms of training , it is essential that the person who teaches the course is a specialist in inbound marketing.

4. Email marketing

Email marketing is a very powerful form of communication and it is essential that the team master it. From the creation of campaigns or the design of newsletters to the analysis of the results: a good email marketing strategy can be a great help with a high conversion rate.

5. Social Media

Social networks are another cornerstone in the daily life of any marketer. Although there is the figure of the community manager for the tasks of publication and contact with the followers, it is important to keep in mind that the strategy and planning, mainly of advertising campaigns, fall on the marketing team.

6. Web analytics

Having a web page and not analyzing the results is a serious mistake. In marketing it is essential to measure all the actions carried out and know what impact they have.

And on the website could not be less: number of visitors, percentage of new visits, average time on the page, most visited sections, best selling products, abandonment rate of the shopping cart …

7. Ecommerce

Knowing the secrets of ecommerce is not easy. It is important to be clear about the tools that are available to us and learn to manage the online store. No one better than marketing for it.

8. PPC

Although the content is worked to position in a natural way, advertising campaigns are the order of the day and it is almost inevitable to devote a part of the budget to payment campaigns to achieve short-term results.

From Social Ads to Google Ads: creating the advertising strategy in social networks or search engines is vitally important, and the marketing team must be able to carry it out.

9. Team management

For proper work in the company / agency, it is important that the staff is at ease and can feel good about what they are doing.

Thus, the importance of training more focused on working coaching and self-knowledge is vital, since we will ensure that our team works efficiently and comfortably. You can deepen this topic by reading this post , which talks about the correct management of the equipment.

In the following table we tell you what is the type of courses related to each of the professionals and their level of specificity with marketing:

Surely after reading this post you have just convinced yourself that your team needs in-company training in marketing.

And the world of communication, advertising and marketing itself are evolving by leaps and bounds and new tools or new methods to simplify tasks and optimize results appear every day. If this type of training is already done in your company, tell me in the comments section!


Content creation and traffic attraction in the education sector

The Inbound Marketing is a digital marketing methodology that relies on the concept of customer journey, a process that involves walking path a person who does not know our product or service until it becomes client. And it is divided into 3 phases: awareness, consideration and decision .

During this process, we must accompany and resolve all doubts that lead has through content. In this article I am going to focus on the first phase of the customer journey , the awareness phase and, especially, on attracting traffic in the real estate sector and particularly project such as Blue world city Islamabad. Are you with me

Importance of traffic attraction in the education sector

The education sector shows characteristics that make it especially conducive to the use and creation of content in its marketing strategy. Of these characteristics, two stand out:

  • In any area of ​​the education sector, the decision making process in the purchase process is long and, normally, the prospect wants to be informed long before deciding on the purchase. Whether a school or a university, the institution must stand out in the market, and the contents are a very powerful tool in the online world.
  • One of the best ways to demonstrate the quality of an educational center is through the creation of content and its online presentation. That is to say, an educational center that shares quality educational content in its online channels will have many more possibilities to position itself ahead of the competition and be better considered by prospects.

Types of audiences in the education sector

The education sector varies greatly depending on the type of institution. In general, we can highlight 3 different types of center:

  • Schools and institutes
  • Universities and business schools
  • Academies

Depending on what type of real estate company you are, you will have to identify a different type of buyer person , an archetype of your model client , a way to understand and visualize your ideal client, to put yourself in their position at the time of creating the content strategy . I recommend the HubSpot tool to create your own buyer people at Capital Smart City . How about?

buyer negative person

Thus, we highlight general characteristics of the b uyer person of each type of institution:  

  • Schools and institutes : parents concerned about the education of their children . The main characteristic of this type of buyer person is that the life of these clients is very high, since they do not usually change schools and spend all the compulsory education in it.
  • Universities and business schools: there may be different types of buyer person, depending on whether they want to study a degree or master . Generally, undergraduate students have a lower educational level and seek to train in a field in which they are not yet experts, while master’s students have a higher educational level, already have experience or training in the field and seek to specialize. Another difference is that a potential grade client seeks to make a 4-year investment, while a master’s degree seeks a higher economic investment for just one year.
  • Academies : the buyer person of this type of educational institution is very wide , so we cannot generalize the characteristics of the buyer person of this type of centers.

Once we have seen the general characteristics, you will have to deepen the specific pains and drivers of your buyer person to be able to generate interesting traffic attraction according to the type of institution and thus create a quality database. Let’s go there!

How to focus and create content

Once we have well identified our potential client, we can focus the content specifically towards them and the moment of the purchase cycle in which they are located.

In addition, in the education sector, decision making is especially long . For example, in universities there is an average of 6 months in the decision of a master’s degree and one year in the decision of degrees.

So, knowing the buyer person and their buyer’s journey stage, we must define in which channels we want to be present:

  • Blog : allows to solve the doubts of millions of users who search on Google and allows the creation of community if we have a good quality and frequency of publication .
  • Videos : they are fashionable content. Although its consumption increases year after year, still few companies are striving to publish quality video content.
  • Podcast : like the blog, it allows to create community . His presence is on the rise and platforms like Spotify bet on him.
  • Webinar : comes from “web” and “seminar”. It is an online workshop or conference that works very efficiently to demonstrate the educational value of an institution.

Having identified the potential customer and defined the channels, my recommendation is to create a content map , as it will help you find the right topics for the phase of the purchase process in which each user is located.

An example to create a content map is to design a table that includes your buyer person, the purchase process phases and various content proposals for each phase. In this way, you will obtain a more schematic image of what the buyer person needs at all times and you will be able to develop your decisions in the creation of content to provide greater value. Try to make one!

What else does inbound marketing provide in the education sector?

From InboundCycle, every year we prepare an Inbound Marketing Study . And in the 2018 edition we have had the results of more than 50 real companies that have decided to bet on inbound marketing.

In this study we address the 6 assets of digital marketing:

  • Record collection channel
  • Database
  • Scope
  • Content
  • Branding
  • Marketing automation

One of the sectors analyzed by the Inbound Marketing Study is the education sector. From the data of 4 B2C projects in the education sector , we have been able to analyze the monthly traffic uptake during the first 20 months of the project:

traffic attraction and content creation

During the first 4 semesters, these projects have managed to multiply traffic by 3.06 from the first to the second semester, multiply it by 3 from the second to the third semester and multiply it by 2.3 from the third semester to the fourth. We can see it in the following graphic:

inbound marketing study education sector

Other graphics of the education sector that we can find in the study are the evolution of record collection and the evolution of MQL capture. Let’s go now for an example that illustrates all this!

EAE Business School success story

A success story of inbound marketing and the attraction of traffic in the education sector is that of the EAE Business School, which has been collaborating with InboundCycle for several years. I recommend you download the complete success case , in which we analyze the results that EAE Business School has obtained with the inbound methodology.

As I said at the beginning, we have seen that traffic attraction and content creation are strategies that work especially well in the education sector. The different buyer person of the educational institutions tend to look for a lot of information, and the fact of showing quality and educational content is a great way to differentiate.

But it is no use creating much content if we do not understand what interests our audience. For this reason, it is very important to be clear on what channels we want to be and design a content map to create the contents that the buyer person needs at the right time and place for him. Logical, right?

Finally, this article is focused on the attraction of traffic and content creation, but we must not forget that all this traffic has no value if we do not manage to convert it into records and make it go down the funnel, with the rest of the assets that the inbound has marketing. Does your company belong to the education sector and need more recommendations? Tell me in the comments section!


What it is and how to do real estate marketing

If you are a Real Estate Agency you may wonder  what real estate marketing is. We can define it as a series of analyzes, projections and strategies to achieve the promotion, in a broad sense, of a brand or a product, in this case real estate (houses, homes, apartments, buildings, plots, parking spaces, hotels, etc. ).

So, follow two main steps that are the acquisition of real estate Islamabad for sale or rent and, subsequently, find people who may be interested in that type of property and its characteristics.

Therefore, the difference between real estate marketing and real estate sales is established in the process itself. In the first case, which precedes the sale, we talk about the actions that the professionals of the sector carry out to establish contacts with potential clients or investors.

In the case of real estate sales, we refer to the work of commercials or sellers, that is, to get potential clients to become buyers of that house for sale.

Experience has shown us that the real estate market is a profitable but very changing business. Therefore, if we are able to look at the social and economic situation, we can establish the real estate marketing strategies necessary to succeed in the sector.

First of all we have to get away from the old and stale real estate advertising techniques such as putting up posters in the houses and taking walks with a real estate agent visiting properties.

Whether we are looking for a rental or if we want to buy a house, now almost the entire sector is in the digital world, and it is precisely in Internet marketing where you can capture the majority of potential clients, who are looking for a property and compare between All the information available on the network.

This is why it is so important that the real estate marketing expert knows not only the situation of the sector, but also how the main stakeholders behave, in order to define their real estate advertising strategy.

The real estate marketing plan

A good advertising agency will advise you to create a real estate marketing plan , or what is the same, to establish a roadmap to achieve the objective we have set.

This strategy, which in traditional marketing is based on the marketing mix, consists of several elements to analyze and establish, which we tell you in the article How to make a traditional and digital real estate marketing plan .

  • Study the market, the competition, and what I can offer that sets me apart.
  • Establish the objectives and strategies to follow with the product, the price, the distribution if any, and the promotion.
  • Control of results and economic estimates of costs and revenues.

Traditional marketing strategies for real estate

When there was no Internet and you wanted to sell or rent a house, you used exclusively what we call traditional or offline real estate marketing.

An example is all the advertising of real estate developments that reach us in the mailbox or that leave us on the windshield of the car. But also the advertising that we find in newspapers, radio, television, posters on the street or in marquees.

Therefore we are talking about direct marketing or outbound marketing, which could be defined as the way to give information to someone who cannot respond and has not asked for it.

In this line are also sports sponsorships, such as that of the Tecnocasa real estate portal with the first division team Getafe Club de Fútbol. In addition to public relations actions such as dam wheels, or even the shop window of a local.

Another important aspect of traditional marketing for real estate is that the real estate agent has to capture requests for information, because without them it will hardly reach the sale.

Offering the right person what they need is the best way to understand real estate marketing , in order to achieve customer confidence and therefore the sale.

Digital marketing strategies for real estate

The estate agencies have to adapt their communication to the new techniques of online marketing because the Internet is where most of the target audience.

Real estate content marketing or inbound marketing is very fashionable , which is the creation of content of interest to our potential clients, either through a blog, a YouTube channel, or with good photographs.

And this is achieved through SEO positioning , or what is the same, improving our visibility in search engines such as Google, to appear in the top positions of unpaid searches.

Another aspect to consider is the  SEM positioning for real estate agent like sky Marketing, or means to appear in the first results of search engines but paying. This is achieved by entering Google Adwords , that is, by purchasing an advertising campaign for real estate agents , or by inserting advertising in a real estate portal or a media outlet.

We also find email marketing for real estate , which is based on sending the traditional newsletters via email to our clients or target audience.

Finally, we cannot forget the real estate marketing in social networks , to create a direct and trustful relationship with our followers, and also get more sales with the publication of content that hooks.

Real estate branding and real estate marketing examples

We could say that real estate branding begins with post-sale , when we have managed to know the needs of our clients and offer them what they want, it is time to expand sales and our prestige as a brand.

This is where the corporate image comes into play, one of the fundamental parts of real estate marketing for market differentiation , and that will help boost brand identity, or what is the same, what customers think about your company. Capital Smart City is following this property

If you manage to improve your brand image in the real estate sector it will be possible to increase your areas of expertise and your value to your potential clients, which will once again positively impact your sales.

Some of the examples of real estate marketing that will help you thrive in the sector is the recording of videos on YouTube about homes and their surroundings, because it is easier for a client to be attracted to an image than reading a text with descriptions and characteristics.


Here Is the newest upgrade on the development and possession status in each block.

Block A

Here, Development work has been performed by 70%, where the programmer has also handed over land ownership. Respective owners have built four homes here, while work is underway on three additional components. According to our sources, development work is still pending on several lanes within this block but no work has been carried out as the machinery has been deployed in other cubes.

Block B

Block B is developed by 90%, in which ownership is also readily available for the developed parts. Unlike Block A, no houses has been assembled so far in Block B. But like Block A, evolution work on the non-developed part has been put to hold for exactly the same reason. Here’s the price range of plots within this block

Block C

This Block is presently at the preliminary phase of growth. Thus far, work has been carried out on dividing the street network on 50 percent of the area, while land has been leveled in the rest. For the street network, carpeting stage is next for which function is expected to begin shortly. Block C has observed the addition of more property in its Extension parts, which makes it the biggest block of University Town. It is also one of the few blocks where development work is underway.

Block D

Development Work here has been completed by 100% with ownership available throughout the block. So far, four houses has been assembled, but none of them are occupied. Block D is one of the most expensive blocks in University Town. It will also function as block via which the society’s access road from Kashmir Highway is going to be found, but therefore, development of Eighteen is required, which doesn’t appear to be happening in the brief term.

Block E

Development Work within this block is also accomplished by half. The street network has reached the stage where it is up next for carpets, while laying of sewerage lines has also been finished. Up next is erecting poles for electricity, and placing lines for gasoline, electricity and water supply. In terms of ongoing development work, this cube is the most active one.

Block F

Development Work in this block is yet to kick , while no machines is presently deployed here. As mentioned earlier, plots here were offered out back in 2013. This block is also favored among buyers having budget constraints. Here’s the current price Assortment of plots in Block F;

If You wish to assess the society’s true capacity in the years to come, do know That much of real estate investing in its neighborhoods is anticipated to Increase at a steady rate in the next several years to come. University Town islamabad Already shares its boundary wall using Eighteen, one of the most expected Real estate developments of town. All of this stands true even in the middle Of slow development work rate that prevents the society from experiencing rapid Increase in demand and the consequent growth in rates.