As you market your new and existing properties in 2021, let's talk strategies for the best success.
Most businesses use 10% of their gross annual revenue for marketing and PR campaigns each year. Knowing your goals for the year will allow you to better plan how to divide those funds.
Know Who Your Buyers Are
Unless you know whom you're marketing to, you can't begin to create content. Defining your audience by crafting buyer personas is a great way to get started. You can narrow down the demographic you want to target, and there are a variety of tools you can use to get started.
You can request a FREE copy of our Buyer Persona Worksheet that includes a set of 21 questions to answer.
Know Your Goals and What You Need to Achieve Them
What is your ultimate goal for your marketing strategy?
• 60% lease-up before open?
• Fantastic attendance at grand opening events?
• Open a set number of properties for the year?
Whatever your goal, make sure you have the tools you need to succeed and measure that success.
Have a way to track the goals you've set for yourself. You can use Google Analytics to track website traffic to specific landing pages. Facebook or Eventbrite is great for event reporting. Email programs like MailChimp allow you to measure engagement. Testing different options will help you find the best approach to use in the future.
Don't Fix What Already Works
Social media is a given when you are planning any marketing strategy. It also gives you a lot of options when it comes to reaching your target audience.
Organic search, paid traffic, blog engagement, or Instagram are all options to explore. Knowing what worked in the past is an excellent place to start when crafting your strategy.
Reinforce Your Goals with Actionable Content
Remember those goals we mentioned earlier? If you want a slam dunk with your marketing, make it crystal clear to your audience what you want them to do.
Want them to schedule a tour? Include a link to register at the end of your blog or social post with a CTA (Call to Action). Want them to come to your grand opening event? Share a sneak peek video with a link to the event registration and ask them to bring a friend.
Have a website that answers all their questions
Each property should have a dedicated mobile-friendly website. You want your website to be compelling, SEO friendly, and perhaps even a chatbot to streamline the process of scheduling tours and to answer potential leasing questions.
We know what you're thinking: it all sounds so simple, but it's not! Coming up with a strategy and content calendar that will allow you to knock it out of the park this year DOES take time, but the more you can get ahead of it, the more effective it will be.
Looking for an easy reference guide to keep track of what we just discussed? Download a FREE copy of our ebook Build a Strong Foundation with a 3-phase marketing strategy. Let us know if Imagewërks can help with a FREE 1-Hour Brainstorming session.
Note: This post is a rework of a previous post published on December 11, 2019.