There’s certainly no shortage of property management companies, and that list seems to be growing by the day. To do this, you need a solid marketing strategy that will help you reach your target audience, impact and engage them, and then (hopefully) convert them into paying customers. Here are five techniques that should help you achieve these goals in 2022 and beyond.
Invest in SEO
Search engine optimization is an essential component of successful digital marketing. Simply put, this is what helps target people who are using search engines to find property management services and bring them to your site. There are countless resources online that can help you develop and implement a good SEO strategy for your business. If you don’t have the knowledge or the time, however, we recommend hiring a professional.
You may have heard the old saying “content is king.” Well, when it comes to digital marketing, truer words were never spoken. Not only will fresh, relevant content help draw prospects in and keep them engaged through the sales journey, but it’ll also help get you ranked higher in the search engines, thereby increasing your visibility. Content comes in many forms, and the more you use, the better. A few ideas/options for content creation include:
- Video tutorials
- FAQ page
- Customer testimonials
Email remains one of the most effective tools for lead nurturing. As you develop various marketing campaigns, particularly from a content standpoint, collecting contact information and creating a database of customers and prospects should be a primary goal. Once you’ve compiled this database, you can then put it to use through email marketing. Here are a few ways you can use email to connect with your prospects and customers:
- Newsletters (weekly or monthly)
- How-to guides
- News or announcements
- Updates on new services and offers
- Discounts, specials, promotions
Pay for Ads
As the saying goes, you’ve got to spend money to make money. While many digital marketing techniques can be leveraged at little to no cost, paid marketing may produce better results and a higher return.
There are various types of paid marketing available online, but the two most common include Pay-Per-Click (PPC) ads, which typically appear at the top of search engine results, and social media advertising. Both of these methods offer the ability to target people based on things like their demographics, location, interests, prior purchases and keywords they frequently use. There is also the option of placing ads on third party sites.
Establish an Online Reputation
The vast majority of consumers today turn to the internet when deciding whether to invest in a product or service. What will your prospects find if they look you up online? You obviously want it to be a good impression, which is why digital reputation management is so important. There are a number of ways to achieve this, and we recommend a multi-faceted approach that includes some or all of the following:
- Ask satisfied customers to leave a review
- Respond professionally and positively to ALL reviews (especially negative ones)
- Stay active on social media and regularly engage with fans/followers
- Join online groups and participate in relevant discussions
- Position yourself as a valuable resource and industry expert
- Make sure all of your business profiles are claimed and kept up-to-date (Google My Business, Yelp, etc.)
As you work through your options, including the five listed here, work them into your formal marketing plan, determine your budget and set specific goals. This way you’ll be able to keep a handle on how much you’re spending, track your progress and measure results to determine your ROI.
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