TBG Stars Of Advertising: Featuring Sarah Malcolm, COO for The Content Funnel.

For this edition of "TBG STARS OF ADVERTISING," we are featuring a Q&A with Sarah Malcolm. Sarah is the COO for The Content Funnel.Q & A with Sarah Malcolm 

1. How did you get into real estate? 

I stepped into real estate when I started the digital and social media department at ICSC. It was an interesting time to step into this industry because it was right before the tech, innovation and digital marketing movement. I was lucky to be at the front lines of this movement, to meet so many amazing people in commercial real estate and to develop some of the best relationships. I was also able to create new and innovative social and digital initiatives that the industry hadn’t seen before. It was exciting to help our audience learn what they could do in this space and really grow their brands through digital.

2. How can real estate firms and professionals better utilize marketing to grow their business’? 

There is so much you can do. You first need to define what your goals and objectives are and then decide what marketing initiatives will help support and meet those goals. It really takes a solid marketing team as well as consistency to grow your business the right way. From creating a social media strategy and blog strategy, to having a strong marketing plan that will brand and drive leads and then finally having a well thought out website to support all of these initiatives, there is so much you can do. Then it is important to execute it properly. It’s a lot but well worth it. The success and results we see are truly incredible. It can be intimidating but my advice to folks is start small and grow from there. Especially if you are on a tight budget and limited resources. The key is having a plan that focuses on what you are trying to achieve. But it really takes a village to do it right.

3. What technology has had the greatest impact on marketing? 

Any technology that helps with automation has been a big win. Some of these time-consuming tasks have crippled marketing departments and now you can do so much with very little help. Even outsourcing blogs, social media or marketing in general can be such a life saver. What you can do with targeted ads is not only impressive but it’s also getting real results. I think what HubSpot is doing is really incredible and I am such a huge fan.

4. Where do you see marketing for the real estate industry in five years? 

I think much more outsourcing than ever before. There is so much expertise needed in each area and it’s more cost effective as well as time saving to do so. Automation will be a given in all aspects and data will be driving all of our decisions. It’s all already happening, but in 5 years it will be effortlessly happening and will allow the marketing folks to do so much more.

Sarah Malcolm is the COO for The Content Funnel. In her role, she leads The Content Funnel, where they create blogs and social media strategies for some of the biggest brands in the real estate industry. Prior to joining The Content Funnel team, Sarah was the Director of Digital Strategy for ICSC. Acknowledged as one of the CRE industry-leading social media pioneers, Malcolm has created and executed ICSC’s Social, Mobile and Digital strategy, winning over 40 awards for ICSC’s mobile apps, social media, digital and websites. She also made the Real Estate Forum's Women of Influence list in 2014. Due to her success, ICSC was named by Association TRENDS as a Top 25 Social Media Savvy Association, a Top 25 LinkedIn Savvy Association and the number one Social Media Savvy company in the Services and Retail category. Sarah has also been behind the award winning Social Media Pavilion, #iTechLounge and the ICSC Coca-Cola Happiness Lounge which focuses on educating the Retail Real Estate industry on how a smart, creative social & digital media strategy can breathe new life into every area of business. Her intimate involvement in the digital-scape also afforded her the opportunity to be a guest author for the book, “Social Networking For Shopping Centers,” writing on the topics of Effective Tweeting and How Retailers Are Using Facebook. In 2016 Sarah created an emoji pack app called Bundle Of Emojoy that focuses on #Babylife which Sarah knows a lot about having three little boys.

Sarah Malcolm

COO, The Content Funnel

(407) 739-9600

www.thecontentfunnel.com

https://www.dhirubhai.net/in/sarahlmalcolm/