Dec
1
48% of Businesses spending more on Social Network Marketing to tackle the downturn
Filed Under Online Marketing, Social Networking | Leave a Comment
When the economy gets jittery, marketing budgets get cut. For most companies with limited resources that is a fact of life.
Yet, as we have said time and again, the trick is knowing how to market smarter with less money, to achieve better results than before. Enter Social Network Marketing stage left.
Social network marketing combines the power of word-of-mouth with the massive reach of the Internet so that the online community actually helps you get your message out. Watch this slideshow for a 2 minute crash course on what Social Network Marketing is and why it is vital for your business.
Well, last week MarketingSherpa announced the results of a survey on current Marketing Trends in the Economic Downturn that found that 48% of businesses plan to increase their spending on Social Network Marketing, placing it as the top way to win new business in these tough times. (See chart below)
Social Network Marketing is no new marketing fad, but a powerful strategy that is quickly gaining widespread acceptance. Almost half of the businesses surveyed see Social Network Marketing as the way forward and want to do more of it.
Ready to wizen up your marketing so you see more results for less money?
Contact us to learn more about how you can manage your own Social Network Marketing campaign with little outside help, once it’s set up and running!
Nov
18
‘Responsible outbound linking is good for you’ says Google
Filed Under Linking, Online Marketing | 1 Comment
We have always been very strong advocates of linking to other sites in your blog posts and articles, and last month, Google confirmed on their official blog what we knew all along: it’s good to spread the link love, and it won’t damage your rankings as long as the links are good ones.
Outbound linking boosts your credibility
Google also agrees that good outbound links help to boost your credibility by establishing your blog as a valuable reference for your visitors. When people see that you have done your research and are happy to share your findings with them, they will come back to your site again and again. And if you contribute to the discussion by adding your own comments and your own perspective on the matter, your posts become even more valuable and relevant.
What’s more, linking helps you make contact with webmasters of other sites, who could be linking back to you in the future.
But won’t I lose visitors by linking?
Of course, the number one concern about outbound linking is that you would be losing visitors to the sites you link to, but read what Google had to say on that:
Visitors may initially leave your site to check out relevant information. But can you recall your behavior on sites that link to good articles outside their domain? Personally, I always come back to sites I feel provide commentary and additional resources. Sometimes I stay on the original site and just open up the interesting link in a different tab. It’s likely that with relevant outbound links you’ll gain repeat visitors, and you won’t lose them forever.
How to avoid the bad kind of links
To be sure, there is a kind of links that Google does not like and that will negatively affect your site. You guessed it: link spam. This includes both paid-for outbound links, and the self-promoting links that some of your blog readers will include (or more likely blatantly promote) in their comments.
There are different things you can do to avoid being penalised by such links. One is to have a solid anti-spam plugin that filters your comments, such as Askimet for WordPress. These plugins generally work by comparing your comments to a huge database of comment spam, and have a great success rate at weeding out the baddies. Still, they are not 100% foolproof. This means that you should also monitor and review your comments (ideally before they are published) to make sure that no spam gets through. Keeping spam out of your blog, of course also has the added benefit of making sure that all your readers see is juicy, relevant content.
Another thing you should consider doing in order to avoid link spam penalties is to set up your blog to include the nofollow attribute (rel=”nofollow”) in each and every user-generated link. When you do this, Google will completely ignore these links as though they never existed, meaning you don’t have to worry about them. Google also wants you to disclose paid-for outbound links with the nofollow attribute, even though this has created a great controversy among SEO specialists.
So, to summarise, link and link away as long as you do it responsibly and because the site you are linking to is interesting to your readers. A little common sense will go a long way when spreading the link love and sooner or later some of the karma will come back to you in the form of inbound links too.
Oct
27
Barack Obama’s lesson in Social Media Internet Marketing for your business
Filed Under Online Marketing, Social Networking | 6 Comments
Politics aside, no one can argue with one very significant way that Barack Obama is light years ahead of John McCain – his campaign has recognised the importance of social media Internet marketing and knows how to make the best use of it to energise the masses, rope in new participants and even collect millions of dollars. And the strategy that has really paid off big for Obama can work wonders for your business too!
As Barack 2.0 (a website that discusses how to apply Obama’s social media marketing strategies to small businesses) says:
The Obama campaign has fully utilized social media to change the way political campaigns are run. And there are many lessons small business people can learn from studying his campaign. Just as Obama has used tools like Twitter, Facebook and YouTube to “win friends and influence” people, small business people cand do so as well. And finding enough new customers efficiently is one of the leading challenges small businesses face.
Social media Internet marketing is a relatively recent phenomenon that has the power to transform your business website from an unknown dot, lost in the Internet backwaters, to a prime piece of online real estate receiving thousands of visitors a day. The thing is that the social media enable total strangers to connect with like-minded people and to communicate, share ideas and establish trends faster than ever before.
Obama’s campaign goes way beyond a very professional looking interactive website and blog.
His YouTube account contains a vast collection of videos that is more than just about the campaign itself. For example, in one clip, his sister talks about their mother and Obama’s early life, allowing him to connect with voters in a personal way that is difficult to achieve in public rallies. With over 100,000 people subscribed to receive updates when a new video is added and many times that number in actual viewers, the social media Internet marketing potential is enormous. You see, whenever anyone comments on a video or shares it with a friend (which is happening all the time), that’s ordinary people doing marketing for Obama.
The same thing goes for his Flickr account, packed with photos of the campaign and his Facebook page with well over 2 million registered supporters, and you will also find Obama is active on several other social media platforms, including LinkedIn, MySpace and Twitter.
So how do you get started with your social media Internet marketing campaign for your business? The easiest way is to start small with a few social platforms and work your way up. Take a look at what we have done for our client Pearly Grey Ocean Club.
The first thing we did was create a gmail account that is used to coordinate all the other social media features and keep track of passwords and other details using Google Docs (as well as providing access to Google Analytics for the main website and blog). This gmail account makes it easy to handle so many accounts that might have to be accessed by different members of a company’s staff and also acts as a marketing e-mail address.
Pearly Grey have been running their blog www.pearlygrey.info for some time now, so we built a Flickr account for them with photos of the tenerife resort and events and guests and incorporated it onto the blog. We also set up a YouTube account for them, and a FaceBook profile where they can keep guests and clients updated with more of the latest happenings, and which allow viewers to easily share videos, images and other information about Pearly Grey with their friends.
So, take the plunge and get started with your social media Internet marketing for your business. Get a LinkedIn account for your directors and possibly main staff, upload pictures of your products, offices, staff parties, and so on to your Flickr account, tap into the power of FaceBook, and upload some cool videos to YouTube. As you work at it, you develop a network of prospects and clients who are interested in what you’re selling and rope them in to spread the word among their friends as part of your extended team of marketers. Once you get started and begin seeing the results, you won’t look back!
Aug
22
9 pro headline tricks that will make people read your blog
Filed Under Online Marketing | Leave a Comment
If there is one thing that will make or break the success of your property blog posts it’s your headlines. Even the most interesting and informative blog post ever will be doomed to oblivion unless it begins with a powerful headline that attracts attention and compels people to read it. And make no mistake: it’s not the cute or clever blog headlines that typically give the best results.
So how do you actually come up with a killer headline?
Well, as I just mentioned, a successful headline must perform two main functions: attract the attention of your readers and give them a strong reason to read rest of the post.
Here are 9 tricks that pro bloggers use in their headlines, and that you can easily adopt:
-
Be honest
Sounds obvious, but do make sure your headline accurately conveys what the post is about. You might be able to trick some people into reading a piece, but do you think they’ll be coming back for more if they don’t get what they were promised? -
Offer valuable information
Tell your readers outright what they will get by reading the post – hot inside information on a new property hotspot, advice on how to sell their house faster, ideas for giving their property a new look on the cheap… Give people a good reason to read and they will. -
Arouse curiosity
Summarise your post in the headline, but leave the reader wanting more. ‘Why you absolutely must renegotiate your mortgage’ is sure to get some real attention. The trick is to create an itch that can only be scratched away by reading your blog post. -
Be controversial
Stoking the fires a little is a sure-fire way to get people reading. Of course you don’t want to get on the wrong end of a controversial debate just for fun, but with some creativity, you can find a new way of looking at things and use that to make your blog posts more interesting. -
Ask a question
A headline like, ‘When is the best time to sell your home?’ works because it automatically gets people thinking and trying to find the answer. And even if they think they do know the answer, it will be hard to resist reading on to find out if you agree with them. -
Begin with ‘How to’
This one is a specific example of promising information that works particularly well when you are writing about something that many people will want to know. Example: ‘How to make maximise your chances of selling your property’. -
Use ‘New’ and ‘Free’
And other attention-grabbing words like ‘more’, ‘better’, ‘quicker’ etc. Many of these words may be overused – but that’s because they work. If you can legitimately use such words and back up your claims in the body of the post, then go for it! -
Use numbers
Numbers in a headline stand out and attract attention just because they look different from the rest of the text. Lists are one very good way to use numbers, as I do in the title of this post. You can also give figures that lend more credibility to your piece, for example, ‘How to spruce up your property for €150’. -
Incite action
Using a command in your headline is a good way to get readers to sit up and encourage them to take action. For example, the mortgage headline example I gave above could become, ‘Renegotiate your mortgage! Why you really must!’
Remember: your blog post headlines have just a couple of seconds to sell your writing. This means that you have to give at least as much thought to those five or six words as you do to the rest of the blog post. Keep that in mind and try these headline tricks out next time you blog.
Aug
20
Marta Kagan has compiled a great slide show on the importance of Social Media marketing, although its a bit crude I think it is well worth look.
Aug
12
Free online press releases for your real estate website
Filed Under Online Marketing | Leave a Comment
One potentially very powerful way to get links and traffic to your real estate website is to publish online press releases. There are two ways to go about this:
- 1) The free press release websites are ideal if you are on a low budget or just want to try things out at first. Sites like www.pr.com, www.free-press-release.com, and www.pressreleasepoint.com are a good place to start. Some of these sites, like Press Release Point also have a paid service that offers additional benefits, such as wider exposure, that you might want to consider.
- 2) The other option is to hire an online PR distribution company to send out your press release to their list of websites, bloggers and journalists. As you can imagine, the quality of these services is very variable, so you might want to shop around and ask for references before you commit yourself. Also ask if they have experience in the real estate PR field, and make sure that the audience they are able to target is indeed a potential source of clients for your estate agency.
10 tips for writing an effective online press release
Of course, if your press release exercise is to be successful, you need an interesting press release to send out in the first place. Here are 10 hot tips from our real estate copywriters that will set you on the right track.
1) Find something newsworthy
Make sure that you pick an interesting bit of news that will grab the public’s attention. If nothing truly special is happening, invent something - maybe a special offer for clients, a competition with an attractive prize, or a special incentive for people who refer new clients to you. Your imagination is the limit.
2) Write a captivating headline
An effective headline is absolutely crucial because your headline has to catch people’s attention and compel them to read the piece. There are many forms of effective headlines you can use, such as breaking some hitherto insider news or promising a solution to a problem, but more on headline writing in a future post. (There is so much to say on this topic!) EDIT: here they are: 9 pro headline tricks that will make people read your blog
3) Start your press release with a bang
Build your reader’s enthusiasm from the very beginning. You should get to the point in your opening paragraph and make sure you get your main message across right away, so that people who do not read the whole piece at least have the gist of what you want to say. At the same time, whet your reader´s appetite for more, and be clear about the benefits of reading on.
4) Do not beat about the bush
Keep your press release as short as possible so that you do not put off your readers with a huge mass of text. The Internet is a fast-paced place, and people will click away if they feel they are wasting their time.
5) Use direct speech
You can make your press release more interesting, more personal and even more credible, by including appropriate quotes from your real estate agency staff or clients (make sure you have the necessary permission first).
6) Link to your website in the first paragraph and link repeatedly
Get a link to your site in early on, so that people see it right away even if the press release is presented as a teaser with a ‘read more’ link. You should also include a few more links in the body of the press release and an actual invitation for people to contact you and visit your site in the closing paragraph.
7) Fit in some SEO keywords
Make sure that you keep in mind and use keywords that your potential clients search for, as you write your press release. Having said that, it’s not really worth the time and effort of engaging in all out SEO, since you will not be able to tweak the press release when it is published on third-party websites. On the other hand, you could include a copy of the press release on your own website and get that optimised for the search engines.
8 ) Include your full contact details
Don’t make potential real estate clients have to search through your website if they want to contact you. List your e-mail and contact phone numbers prominently in your press release.
9) Add a brief note about your estate agency
Write a standard paragraph or two about your real estate agency and add it to the bottom of your press releases. Outline what makes you special in your particular real estate market.
10) Publish your press release at the right time
Timing is crucial. If people are away for summer or Christmas holidays, even the most enticing press release will fall flat. Day of the week also affects the outcome, with Tuesday to Thursday usually considered the best days for business press releases, as people are busy with new work on Monday, and busy finishing off on Fridays.
Now you’ve got another tool in your real estate marketing arsenal, you should test it out and see how it works for you. And of course you can always contact us at Sorted Sites if you need any further assistance or should you like our professional writers to write your press release for you at very attractive rates.
Jul
23
Build your own online community with a property forum
Filed Under Online Marketing, Social Networking | 1 Comment
Imagine having a part of your real estate website that people visit again and again to interact with other property buyers and sellers - asking questions, giving advice and sharing experiences. Your staff of real estate experts would participate in the discussions, helping people out, bolstering your estate agency’s image and even winning clients over. And all the while, you are accumulating pages upon pages of text, full of property-related keywords for the search engines to index, so you get still more visitors.
That, in a nutshell, is what you can achieve by starting your own online property forum as part of your website. (Just in case you don’t know what an online forum is, you can see an example here.)
Now before you start thinking that all these benefits of having your own property forum seem too good to be true, there is something you should know. You see, getting a successful real estate forum off the ground is pretty much like kicking off a great party - people will only visit your forum if the other people visiting it make it worthwhile. This means that you will have to put in some extra effort at the beginning, to get the ‘party’ started until your forum grows in popularity.
How to set up an online property forum
Setting up and hosting your forum is quite straightforward for your web designer to do, and there is even free forum software that you can use. Contact us and we’ll be happy to help you get started.
On the other hand, you will have to give some thought to how broad or focused you want your forum to be - something that will depend on the market you are trying to capture. Most likely, you will want to have your property forum revolving around the geographical area you operate in, of course, so that it attracts visitors who are also your potential clients.
Another thing is to organise the forum into categories such as ‘Legal Questions’, ‘Holiday Homes’, ‘Property Investing’, and so on. Get some ideas from other property forums you like and then come up with your own categories that you think will appeal to your audience. Be sure to include an ‘Off Topic’ section, where people can socialise and discuss things that have nothing to do with property at all.
Getting people to join in
While we’ve already said that this is the tricky bit, there are a number of things you can do to get the ball rolling.
1) Get staff, family and friends to participate. Pretty much everyone is involved in property in some way or another, be it buying, selling or renting, so it should be easy for them to come up with some questions and have a good discussion.
2) When clients ask questions that are not of a private nature, you could try and persuade them to use your real estate forum. Failing that, you can reword the questions and get your friends to post them for you to answer and discuss in forum style.
3) If you have a strong blog readership, you try posting about controversial topics like interest rates, property bubbles, and so on and provoke your readers into a forum discussion.
4) Visit other property forums and make friends with the most prolific users and invite tehm to participate on your forum too.
5) As a last-ditch solution, if you have the pocket for it, you could even consider paying people to participate in your property forum, until it gets off the ground. Remember, you don’t need to spend a lot on expert writers for this one, and anyone willing to talk about their property experiences will do.
Of course, if you could push a button and have a thriving community of people interested in property visiting your property forum, every estate agent and his brother would have one. But if you are able to take the lead and keep working at it, you should see your forum gradually begin to thrive and turn into a great source of new business as well as a way for people to find your real estate website by landing on your forum pages from the search engines.
Go for it! And good luck!
Jul
12
How to get more links to your real estate website
Filed Under Online Marketing, SEO | Leave a Comment
Why you really need links to your real estate website
Publishing interesting content on your property blog and website won’t count for much unless people get to see it. And an essential part of driving traffic to your real estate web pages is to obtain a growing amount of links from other sites.
Of course, these links will themselves direct people to your website, but they also serve a very important function when it comes to boosting your rankings in the search engines. You see, one way the search engines determine how relevant and important your web pages are is by examining the links to those pages. In a nutshell, a link is like a vote of confidence - the more incoming links a webpage has, and the more important the sites that link to the webpage are, the more important the web page is considered to be.
This is why you should set a long-term goal of getting as many incoming links as possible pointing to your website and blog. Of course, this is not something that will happen overnight and you should start accumulating links as soon as your new website is up, so that with time you will benefit from better search engine rankings.
How to network your way to link success
We’ve already discussed using Social Media Marketing to get your property website out there, and now we add some more tips on how to network with other websites to get more links to your own:
1) Make sure you have content that’s really worth linking to. We’ve probably said this a hundred times and we’ll say it again.
2) Find out who is linking to your real estate competitors and approach them about a possibly exchanging links with you too. This is easy to do - in Google, search for ‘linkto: domain.com’, (without the quotes) ,replacing domain.com with the address of the website you are examining.
3) Look for free Internet directories that are either specifically about real estate or about businesses in your area and add your website to them. A good way to start if you are, say, in the Canary Islands would be to search Google for ‘Canary Islands directory’ or ‘Canary islands businesses’, and of course ‘real estate directory’.
4) Exchanging links with estate agents in other areas is another great way to build your inbound links, and at the same time potentially win some traffic from people visiting other real estate websites that are not in competition with yours.
5) Let other bloggers know about any company news or blog posts that might interest their readers (be very picky here - don’t just send them any old thing). Also, get to know which general blogs write about your area, or neighbourhood, and which real estate bloggers could be interested in the topics you cover, and build a relationship with them. Then, when you have something newsworthy to share or you have written a relevant blog post, you simply drop them an e-mail to let them know, in the hope that they will blog about you and link to your website. Obviously, you should also reciprocate by writing about their own posts.
6) Discover which Internet forums deal with the area you work in or with real estate in general, and participate actively in them, answering questions and offering advice to other users. Resist the temptation to indulge in blatant self-promotion, as this is considered spam - your kickback will come from including links to your website and blog in your forum signature that will appear at the bottom of every forum post you write.
7) Linking from your own website to your blog and vice versa is also important for link building, both if they are in different domains or not. This one is not really networking, but it’s so often forgotten that it’s worth a mention here.
There you go! And remember, you don’t have to do it all at once. Set yourself a goal that you can manage, like getting 5 new links every day and bit by bit it will all add up.
Alternatively, contact us at Sorted Sites for help with your link building.
Jun
30
20 real estate blogging topics for when you’re stumped for ideas
Filed Under Online Marketing | 1 Comment
The dreaded bloggers’ block - it happens to all, sooner or later. But the next time you feel it coming, this list of ideas should be enough to jumpstart your creativity and get your real estate blog back on track.
And of course, each idea below can be tackled from so many different angles in different blog posts. So enjoy!
1. Your neighbourhood
Write about the area, shops, schools, day-care, medical facilities etc.
2. Home improvement ideas
As an estate agent, you have surely seen the result of many an excellent home improvement project you can talk about, and a good few botched ones too! Share your wisdom with your readers.
3. Inheritance and wills
Discuss local inheritance laws, how to make a will, taxes, and everything a property owner should know so that they protect their investment and the best interests of their loved ones.
4. Town council projects
What’s cooking at the local town hall? Blog about the facelift that is in store for your area, those new facilities being built, and even the latest cultural offerings.
5. Home insurance
Discuss different types of home insurance policy, how to get the best deal, making claims, and everything a home owner should be told about home insurance, but isn’t.
6. Mortgages
There’s so much to cover here, from general tips and do’s and don’ts, to how to negotiate the best mortgage, to remortgaging options available as a last resort for those who cannot cope.
7. Property laws
Different places have different laws, and your foreign clients will be very grateful for a good, down-to-earth explanation of how things work in your area.
8. Things to do in your neighbourhood
Blog about the local attractions, beaches, theme parks, sporting facilities, and so on.
9. Things property buyers should look out for
It’s said that the seller knows what he’s selling, but they buyer is in the dark. Give your clients some tips on how to evaluate a property for their needs and what things they should be looking out for.
10. Furnishing a property on the cheap
Blog about the best furniture deals and ideas on how to source good second-hand furniture for that holiday home or buy-to-let venture.
11. Renting out property
Renting out a property is another area where most property owners feel lost. Blog about client experiences, give tips, and discuss the local rent laws.
12. Building trends
Write about the latest in building practices, materials, environmentally-friendly options, design trends and so on.
13. Interview someone
Get hold of some outside input and advice to share with your readers. This will make a good change, whether you find an expert lawyer or lender, or even a client willing to share their experiences.
14. Moving advice
Moving home is always a huge headache and tips, tricks, advice and reviews of local moving companies will always be a welcome feature with prospective property buyers and sellers alike.
15. New developments
What’s happening on the construction front? Talk about the latest projects, bargains builds and construction news.
16. How to prepare a house for selling
You know that putting a property on the market is much more than putting up a ‘For Sale’ sign. Share with your clients the best tips for maximising their chances for making a good sale.
17. Pet friendly properties
Discuss the needs of pets and their owners, and point out ideal properties for animal lovers in your area.
18. How to find the best investment opportunities
Some properties are better investments than others. Blog about your best tips for finding those great deals.
19. Restaurants and nightlife
Write about the ‘in’ places in your area and offer your readers some enticing reviews of the best eating and party spots.
20. Saving energy in the home
There has been a huge trend towards increasing energy efficiency in properties and any tips on how to care for the environment and save some money in the process are sure to be a big hit.
So, say goodbye to all that wasted brainstorming time. Be sure to bookmark this post and check back to it the next time you’re in need of ideas for your real estate blog!
Jun
18
How to improve your real estate website using Google Analytics
Filed Under Online Marketing, Web Design Tips | Leave a Comment
Have you ever wondered which are your most popular property blog posts? Or which search engine keywords are sending most visitors to your website? Or even what you could do to get more blog subscribers or enquiries from your real estate web site?
These are just some of the questions that you should be asking if you want to make the most of your real estate website and blog, and the good news is that by setting up Google Analytics on your website, you can find out all that and much more. The better news is that Google Analytics is 100% free!
Google analytics can also be integrated with your Pay-Per-Click campaigns so you can compare your PPC performance with your other site visits.
We’ve all wished to be a fly on the wall while visitors are browsing our websites, to see what they like and what they don’t, which pages attract their attention and which ones they close as soon as they load up, which properties people are most interested in and so on. The thing is that running a business website without knowing what’s going on is like dangling any old fishing bait in the hope that something will bite - untapped potential at best and at worst a complete waste of time. Fortunately, Google Analytics saves the day!
How does Google Analytics work?
When you sign up for Google Analytics, you get a few lines of HTML code that your web master will add to your property website (usually a couple of minutes’ job). From then on, your website will keep track of every time someone visits a new page and will send usage data to Google in an anonymous way that protects the privacy of your visitors.
By logging into your Google Analytics account from your web browser you will be able to see detailed statistics for your web site and generate fully customisable reports. You will be able to easily find out things like how popular your pages are, which sites send you most traffic, how much time visitors spend viewing each page, and what parts of the world they come from. But that’s just the beginning.
The really interesting part of Google Analytics is where you define specific goals that you want your visitors to achieve (like running a property search, filling in an enquiry form or subscribing to your property blog). This will allow you to not only monitor how often these goals are achieved, but also to follow the paths leading up to the action so that you can figure out what’s up with those visitors who don’t follow through to the end.
Practical examples: Using Google Analytics to improve your property website
Let me illustrate with a couple of examples. If Google Analytics shows that you are getting a good amount of traffic to your real estate website, but very few property searches, you can use the data to troubleshoot and find out what’s wrong.
Maybe your search box is in the wrong place, or it’s not attractive enough, or the form is too complicated and is scaring people away. You just have to make some changes to your website, wait for some more data to come into Google Analytics, and see if things have improved. And you can do this over and over again, building upon what works best to increase your conversions and your ROI.
Another example: let’s say you’re only getting few readers subscribing to your blog. It could be that your subscribe button needs a makeover. Or you could try adding a note and a link at the bottom of each post asking users to subscribe if they liked it (you can even try asking in different ways, to see which works best).Or maybe you could test the effects of dangling a carrot by offering a free property market report or other giveaway exclusively to readers who subscribe to your property blog. Every time you make a change you just need to wait a few days to gather enough data to see what effect it has had and go on from there.
Once you discover the kind of insight that software like Google Analytics can give you into what’s right and wrong with your real estate web site, you’ll never look back! If you’re not using analytics already, check out analytics.google.com, or contact us at Sorted Sites if you need help getting started.
If you are already one of the enlightened real estate website owners using Google Analytics, you might want to get in touch with us anyway to find out how to make the most of your website’s data and use it to your best advantage!
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