While social media has become a fixture in the lives of just about everyone, that doesn’t mean it’s stagnant. To the contrary, social media is fluid – it’s constantly evolving, growing and improving. In order for businesses to stay ahead of the curve and continue to realize success in the area of SMM, they must actively adapt their approach on a regular basis. If you’re still allocating your budget the same way you did 10 or even 5 years ago, chances are you aren’t getting the results you can and should be getting. As we begin another new year, it’s a great time to assess where your property management business stands at the moment and what changes should be made to achieve a better outcome in 2017.
Shift priority from promotion to creation.
Many businesses fail at social media because they spend the majority of their time, money and resources promoting content that they put little effort into creating. There’s no point in pushing subpar content to the masses if it’s not going to get results. Instead, marketing professionals should be focusing most of their efforts on developing amazing content that with a little bit of promotion should be able to sell itself.
Jump on the video bandwagon.
In case you hadn’t noticed, almost all social media content (at least a significant chunk) is now video. It’s nearly impossible to scroll through Facebook and not come across at least a handful of video clips. Why is this happening? Because video has proven to be highly impactful, especially in terms of marketing. In fact, recent stats indicate that 1/3 of all online activity is spent watching video content. And since real estate listings that include video receive an average of 403% more inquiries, clearly this is a great opportunity for property management professionals.
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Collaboration will be the key to social growth.
If growing your social media following is a goal for 2017 (and it should be), collaboration with other influencers is the fastest, most effective way to achieve that goal. If you haven’t done so already, make it a point to identify and reach out to at least 10 influencers that are complementary to this industry and start co-creating content together. These types of business relationships are mutually beneficial in that they provide a much richer, more robust and valuable library of content and also allow both parties access to a greater network of prospects. In other words, it’s a win-win.
Mobile will continue to be central.
Like it or not, people live on their phones. It’s what they use to keep in touch with friends and family, look for and connect with brands online and, of course, participate in social media activities. If you haven’t yet optimized your approach to be mobile-friendly, you are and will continue missing out on tremendous opportunity. Make sure everything – from your property management website to your content to your ads – is responsive and user-friendly, regardless of what device it’s viewed on.
Make no mistake – social media will continue to be a central component of online marketing in 2017 and beyond. By knowing in advance what things to expect and where to focus your time, money and resources to achieve better results, your property management company will be in a better position to not only succeed socially, but knock it out of the park, year after year.
What do you plan on doing differently with your social media marketing over the coming year? We’d love to hear about it! Please share your thoughts in the comments below.
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