Speakers: Gregg Cohen, Co-Founder, JWB Real Estate Capital
Please explain why you chose The Business Journals for your recent content marketing campaign.
Gregg Cohen: Hey, this is Greg Cohen from JWB Real Estate Capital in Jacksonville, Florida. and we chose to partner with The Business Journals because we wanted to align ourselves with a medium and a provider that had a lot of built in credibility and that had a lot of access to busy professionals. We sell rental properties and we make it easy for busy professionals to invest in rental properties. And so finding that medium that lends itself to that credibility and then also speaks to that target market, was really important for us.
Can you share any specific examples about the impact of this campaign on your business?
Gregg Cohen: So the content marketing strategy, the native content with The Jacksonville Business Journal was a new thing for us. We've done this in other forms and I was excited to partner with The Business Journal, but it was new and I didn't really know what to expect anytime I go into a new marketing campaign with the new team, I always try to take a long term view, but I do need to be able to see results at least somewhat encouraging results in the short run. And I was really pleasantly surprised with The Business Journal and our native content strategy. Within the first three months, we're able to look and identify clients who had come onboard specifically from The Business Journals native content that was posted. And it was really wonderful to see. It surprised me that we'd have that quick of success. And I think, you know, paying for the campaign, paying for itself within a couple of months, really gives a lot of confidence to continue to do more.
How did you measure the success of your campaign?
Gregg Cohen: Absolutely, we measure the success of the campaign like we do for all of our marketing campaigns. We measure the cost per lead and we measure the cost per acquisition and the number of properties that we sell specifically from The Business Journal campaign as with all of our campaigns. And it was really exciting for us. Within the first couple of months, we were able to demonstrate that we were able to hit our cost per acquisition goals. which is what it comes down to. As a marketer, I need to be able to drive in new business at a relatively low cost. And yeah, we were really excited to be able to, to show that with our native content strategy we had and it kind of worked the way that I was hoping. It was lower leads than some of our other channels, but they seem to be much higher quality, which is great for us on the marketing side. It's great for us on the sales and the client service side as well. If we can have higher quality leads, it's less time that we have to waste with folks that we may not be a good fit for or vice versa. So it was the right amount of leads coming in high quality and hit the goal. So a big success.
