How to Optimize Your Marketing Efforts for 2018
Technology is rapidly changing the marketing industry. This can be a good thing for those who stay up to date on emerging digital trends, but can also mean falling behind the competition if you stay rooted in the past. That’s why it’s critical to always think ahead. Here are some ways to boost your digital marketing efforts for the new year.
Have a Social Media Strategy
While many multifamily communities have their own social media channels, a small percentage are using a robust strategy to amplify their message and engage with potential residents. In a recent G5 survey, a majority of respondents said they used social media but struggle with crafting messages, posting, and measuring success. Not utilizing social media platforms like Facebook and Instagram is a missed opportunity to reach people where they are. In the U.S., 69% of the population has at least one social media account, and 76% of Facebook users use it daily. To build a strategy, figure out what you want to accomplish and how to measure success, then adjust your strategy based on the data. Remember not to post randomly and without intent.
Optimize Your Website for Conversion
Assessing your website’s conversion paths and making sure each step is easy to follow can make the difference between filling your vacancies and scrambling to find renters. Navigate your site through the lens of a potential resident. Be objective about the experience, and note areas where information could be more clear. Get familiar with Google Analytics and make a habit of checking the stats regularly. Look for pages that get the most and the least amount of traffic, and adjust accordingly.
Consider a Brand Refresh
Sometimes you need to review how your community stacks up to the competition, and rebranding can produce big dividends. Communities with well-defined brands have an easier time attracting renters. If your identity elements are outdated — logo, website, taglines, and brand pillars —, or if they don’t resonate with your target demographic, it’s time for a refresh.
Make Mobile a Priority
According to Google, 60% more searches take place on mobile devices than on desktop computers in the U.S. Another interesting Google statistic: users are five times more likely to leave a site that is not mobile friendly. This makes it critical for your website to be responsive so bounce rates will be low and you will have greater engagement with your audience.
Invest in Virtual Tours
A virtual tour of your community offers potential residents an engaging way to discover what you have to offer through their laptop or mobile device. This technology also increases sight-unseen leases by allowing people to virtually walk a space while interacting with floor plans, photography, and videos. It’s a good way to maximize marketing results by placing your community at the forefront of the multifamily industry.
Adjust Your Digital Advertising Budget
While it’s never a bad time to adjust your digital advertising budget, the new year is a great opportunity to evaluate your current spend and plan for the months ahead. Take a look back at trends from the past year to glean insight into your highest-performing keywords and markets, and then compare that data against your present needs. If exposure is up for certain properties, it may be time to funnel more of your spend towards promoting those locations. Digital advertising is also great for properties that are in lease-up or undergoing a rebrand. With more than 64% of clicks for high-commercial intent searches coming on paid ads versus organic listing, digital advertising puts you in front of the right audience at the right time.
Find the Right Partner
Now is the time to upgrade your marketing plans for 2018. Strategic and ongoing multi-tiered campaigns, professionally organized and administered, can amplify your digital presence across multiple platforms at the moment when it is most effective.
Contact G5 today for more information on how we can help you achieve results.