Understanding Reach & Impressions From A Digital Marketing Perspective.
Updated: Apr 27, 2021
Let’s start by defining commonly used terms when using digital advertising: Reach & Impressions.
Reach is the total number of people who see your content. Impressions are the number of times your content is displayed, no matter if it was clicked or not. Think of reach as the number of unique people who see your content. In a perfect world, every one of your followers would see every piece of content you posted.
So by doing simple math, if your LinkedIn account has 1,000 followers, your maximum reach would be 1,000; well, the answer is no. Having more followers instantly increases your reach and impressions but creating content that garners interactions further increases your reach as the actions taken by someone on your post will, in turn, show up on their feed which will further increase your potential reach. So, by Sally liking or sharing Jim’s post, that post created by Jim will now have a much higher reach and impressions.
Let’s use a real-world example to further shed light on the value of understanding reach and impressions. One morning, an agent walked into a meeting boasting how his LinkedIn post had just gained 8,000 impressions: again, an impressive feat, but not so impressive once you break down the impressions for what they were. This agent was marketing a new property under construction that was a mix of retail and office in Saskatoon, however, it was the national brokerage account that posted his content. When you look at the followers of this national account, less than 5% of their followers are located within the Saskatoon CMA. So, what does this mean? Most of the reach and impressions gained by this post were irrelevant to the potential tenants for this property. The reality was that his reach and impressions were a lot closer to 400, but he went ahead and reported to his landlord the number of 8,000. Did he lie? No. Frankly, he didn't know what he was doing and did a de-service to the landlord he was working for.
That lack of understanding and interpreting data is more common than you think, you may likely have even fallen victim to the example without even being aware of it. So how do you create value when trying to advertise digitally? You need to explore how to market efficiently and effectively using a digital campaign throughout various platforms. Even with a significant following (I have nearly 13K LinkedIn followers), an organic campaign will not reach all the relevant buyers or tenants for your listed property.
In my real estate masterclass, one of the things that I will teach you is how to market effectively to get the most of your marketing budget. To give you an idea, I ran a marketing campaign for a start-up company that focuses on home improvements (a great tool for any real estate agent trying to add value for their clients), and in a week we reached 77.5K impressions with 500 call-to-action at a cost-per-click of $0.44; to say the least a little bit better than the 400 impressions that agent in the real world example reach by an organic LinkedIn post.
If you want to learn how to market your real estate career properly and want to use your marketing dollars effectively and reach a targeted demographic; make sure to sign up for my real estate masterclass today. Don’t hesitate to reach out if you have any questions.
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