Easily implement these digital marketing tactics to optimise your online presence and to make sure your website works for you.
Your presence online is like a display window for prospective customers window-shopping and searching for a property manager to look after their investment. It is a great opportunity to demonstrate you are an expert in your industry and that you can add great value to your customers - the landlords.
Digital marketing doesn’t need to be brain surgery, there are some relatively easy steps you can take to improve your digital marketing for free. The team at Palace have outlined a few steps you can take from the comfort of your desk (no operating tools needed).
Keep your Website Up-to-date
Your website is your main digital shop window and public image when landlords are searching for a property manager to look after their property. Studies show that on average 75% of people research a company online before visiting the business or going into business with them. Make sure your website is up-to-date with the latest listings, up-to-date team pages and that you post regular news articles adding value for prospective clients.
ABOUT US PAGE - One of the most under-estimated and most frequently visited web pages is the About Us page. Landlords looking for a reputable company to trust their investments with want to know who they will be dealing with. Make sure you tell your story, so people can relate to you as a person - a great company profile builds trust and credibility.
Ensure your team profile pages are up-to-date so that customers can get an impression of who would be looking after their investments. This is also a great place to profile your business’ culture and show what your team is made of. See how we have added some fun to the team’s profile photos (hover on the images).
CALL TO ACTION - Make the path to conversion on your website as easy as possible. Your ‘Call to Action’ and your most important contact details should be in the header and the footer of your site.
YOUR WEBSITE IS CENTRAL - Ensure your website is central to all your communication - this means whenever you create a social media post, newsletter or an advert, point your customers to your website where they can learn more about your business and ultimately convert by getting in contact with you.
VALUABLE CONTENT CREATION - When creating regular content for your website, keep your potential customer in mind - how can you serve or educate them? They will be thinking ‘What is in it for me?’ or ‘What do I get out of it?’ Make sure you answer that question. Create articles aimed at different audiences. Aim some content for prospective clients at different stages of the sales funnel and helpful articles for your current customers so that they get the most out of your service as well.
LEAD MAGNETS - Prospective clients will be researching and visiting your site during different stages in the sales funnel. At the start of their research, they won’t be ready to get in contact with you per se, but it would be ideal if you could engage with them more directly. This is where you need to get their contact details and you can acquire this by offering some valuable information or tools - The ‘Lead Magnet’. Below are some ideas of how to create the lead magnet.
Valuable information for which your potential client would leave their contact details could be a:
- Free rent-appraisal
- Online rent-appraisal calculator
- White-paper or e-book with tips & tricks
Most larger companies will probably have this item ticked off their list, but it is surprising to see that many of the smaller businesses haven’t made use of this easy and free advertising tool. Google My Business (GMB) lets you easily connect with customers across Google Search and Maps. Your customers can find you when searching for local property managers and it also improves your organic ranking. ‘Organic ranking’ is where on the ‘list your business’ you appear in the Google search results. In order to boost your GMB listing for when you have some strong competition in your region, you will need to get as many 5 star Google reviews as possible. Requesting reviews from your customers is an important but challenging task - the best time to request a review from a client is after you have provided an outstanding service.
Follow these instructions to list your company with Google My Business:
1. First of all, make sure your company is not already listed by Google My Business - you could even have some reviews already.
2. To find out and claim your listing, do this: in Google search type in your company name and location, for example, ‘Palace’ and Adelaide’. If your company shows up, you can claim the listing as yours.
3. If it doesn’t show up, you can create a new listing here.
Email marketing is a great way to stay in contact with your (prospective) customers. Once you’ve created your content on your website you can reach out to your contacts via newsletters. It is ideal to have the introduction blurb in your newsletter which is intriguing enough for them to click and continue reading on your website - where they will be closer to that conversion.
Make sure you segment your database to make the content valuable for your prospective and current customers. Mailchimp is a great tool for sending newsletters, which is free to use for up to 2000 contacts in your database.
Digital marketing can be completed in bite-size chunks, it doesn’t all need to be completed at once. Set aside a couple of hours per week where you can work on creating content to demonstrate you are an industry expert and how you can add value to your customers’ journey.