If you’re in the property management industry, you’re dealing with a lot of competition in your area, especially if you’re in an urban area. When people want to find an apartment or other property, the first place they go is the Internet.
You need your company to be within the top of organic search results and situated at the top of search ads as well. This is all done through a comprehensive digital media strategy. Your expertise is in property management, so you likely don’t know the ins and outs of digital marketing.
We’ll show you how you can improve your bottom line through an effective marketing strategy.
Content is Key for a Digital Media Strategy
The content of your website is all the copy from the descriptions of various homes and apartments to blog posts. If it’s a word on your site, then it’s part of your copy.
When you need to get noticed by Google to help with your organic search rankings, then you need to have great optimized content. Google wants its customers to have the best product possible. They’ve developed a highly advanced algorithm that uses artificial intelligence to help decide who should rank for various search queries.
They want sites at the top of the search results to have expertise, authority, and trustworthiness. The content on your site is a major factor in that decision. You need to first develop keywords that are popular within your business niche and incorporate them into your copy.
Copy should be natural, informative and give something valuable back to the customer. Blog posts are a great way to answer questions, optimize for keywords and educate your customers.
Google bots routinely search your content and look for that authority and trustworthiness. The more optimized and great content you have, the faster you’ll climb the search results.
Local SEO Is Vital to Your Strategy
You’re trying to rent and lease properties within a certain area. You want people from nearby to find you and not necessarily from around the country. Even if you want to get national attention, they’re still looking for a property within your area.
If you’re in Virginia, you don’t want to get people looking for property in Washington state. You can keep this from happening through local SEO.
It begins with taking your general keywords and adding a location keyword to it. For example, if you’re a furnace repair business from Indianapolis, then you’ll have your general keyword, furnace repair, and a location-based keyword added to it.
It becomes Indianapolis furnace repair. When Google bots scour your website, they’ll see both the general keyword and the location keyword to know where you’re based. You can also use a Google Maps plug-in, Google My Business listing, and schema markup to help provide Google with more information regarding where you’re located and your service area.
If you serve a specific area, then local SEO should be an important part of your marketing strategy.
Don’t Ignore the Data
When people create a digital marketing plan, they need to not only make changes but track those changes over time. Too many business owners do SEO but don’t track how it changes your traffic or rankings.
Google Analytics and Search Console are two free platforms created by Google to help you understand what’s happening on your website and search engines. You need to know how much traffic your site, in general, gets from Google as well as specific target pages.
As you make changes in SEO, the traffic should slowly increase as rankings improve over time. Search Console lets you see what search queries are leading people to your site and if there are problems Google sees on your site.
It’s only by using the data can you understand how the marketing strategy is impacting your site and if changes need to be made.
Old Content Can Be New Again
If you’ve had a website for many years, you’ve probably created lots of blog posts. They’re great at adding new content to your site and improving Google results. Over time, the efficacy of the blogs decreases.
Time marches on and new blogs earn more respect than ones that years old. If you want to breathe life into them, then update the data, add to it and revise anything that needs it. Google ends up seeing this as a new blog and you earn back the SEO juice.
Plus, since you’ve already done the bulk of the work, it takes less time and gets great results. Google loves new dynamic content because it shows you’re providing more informative content to your customers.
Look Outside Your Website
We talked a lot about ways you can help your website get more traffic, but there are many ways you can earn traffic without changing your website.
Social media and Google advertising lets you show to bring people to your site. Google lets you use search, video, shopping, and display ads to bring people in. Social media sites like Facebook and Instagram have their own methods of advertising from standard advertising to sponsored content.
These methods require an advertising budget. How much that is depends on the competitiveness of the keywords as well as how many people you want to connect with. A well-run ad campaign can have a tremendous effect on traffic and conversions.
A poorly run one can lead to money loss with little in return. It’s important that you understand the platforms before adding a large budget. There are small companies with budgets of a few hundred dollars a month and other companies with budgets of $100,000 and more.
Your Digital Strategy Can Reshape Your Business
If your business is seeing sluggish or declining traffic and sales, then you need a digital media strategy. It’s a fierce business climate out there and if you don’t have a strategy to outmaneuver your competition on the web, then you’ll continue to fall behind.
If you want to learn more about digital marketing and how it can help your business reach its full potential, then please explore our site.