With over 400 million members spanning 200 countries, it’s no wonder LinkedIn has become such a powerful tool for marketing. You may already be a member of this massive professional network, but are you taking advantage of this opportunity for your property management business yet? If not, here are a few helpful tips to get you started.
Start by setting up your company page. Include your logo, company information and all other relevant data. This is where you will be able to share content and begin to build a solid network. You’ll also want to include targeted keywords here so that your page is optimized for the LinkedIn search feature as well as the web. Make sure all employees of your property management firm are linking back to this company page on their own profiles to further establish the brand.
Next, start building your database of content. This may include promoting your own stuff, like blog articles and listings, but it should also incorporate the content of others to keep things balanced. Not only will this provide your audience with more robust and useful resources, but it will also help you to develop relationships with other valuable business connections.
Another great way to use LinkedIn for more brand exposure is to leverage the groups feature. You can do this one of two ways. You can set up your own group or you can join other relevant groups that are already established. If you’re feeling especially ambitious, you could do both. In any case, groups provide an excellent vehicle to present yourself and your brand as a trusted resource with specific expertise in the property management field.
LinkedIn also provides the ability to connect on an individual level through private messaging. Email marketing can be used here, but if you do choose to leverage this feature, be careful not to overdo it. Otherwise, your messages may be viewed as spam and have the opposite effect of what you’re after. To optimize messages, make them as personalized as possible and include content that your target audience can actually use. Upgrading to a premium account can also give you more advanced contact options.
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There are additional marketing options available on LinkedIn that you may want to consider, such as paid advertising. In fact, the platform routinely sends out promotional emails that contain discounts and specials on paid ads which essentially allow you to try them for free or at a deeply discounted rate. That way you can see if it’s worth pursuing further.
Finally, as with any social network, even though LinkedIn may be more of a professional platform, in order to make marketing there successful, you have to make a commitment and stick with it. Ensuring that you are active and engaging with your target audience will go a long way toward establishing and boosting awareness of your property management brand, which will hopefully result in additional business down the road.
Get your free copy of The Property Manager′s Guide to Extraordinary Marketing. It has all the inspiration and resources you need to make the right message heard by the right people.