4 Ways to Improve your Property Management Company's Content
When it comes to Property Management and B2B decision-making, understanding your clients and their goals are the best marketing tools.
Consider this next time a prospective client reaches out to your sales team; 80% of the buying process will occur without any direct human-to-human interaction by 2020 for B2B sales (Forrester).
Your potential clients are relying on their own research and fact-finding more than ever, which has led to a power shift in the buying process for many industries. For property management, it means more often than not, your prospective clients are looking for testimonials, service information, solutions to problems and property listings well before they interact with your team. This makes providing content that informs buyers ever more important to the sales process. Whether it’s easily accessible information on a property or blog posts on industry news or trends, buyers and potential buyers will spend time researching online, and any additional touch point can lead them down the sales funnel. In 2019 and in the future, in order to connect with landlords and property owners, property management companies must pique their attention and gain their trust without ever speaking or meeting face-to-face.
And with that, here are four tips that your team can implement to begin noticing improvements.
Understand who in organizations you are marketing to
B2B is in a transformative state. While 64% of the C-Suite have final sign-off (ThinkWithGoogle), 81% of non-C-suiters have a say in purchasing decisions. Executives are learning to share decision-making responsibilities with their lower-level, millennial employees.
To identify for yourself who is researching your company, log into your Google Analytics and check the demographics reports. You can identify who is currently visiting your site, who typically visits multiple pages, and which users convert. Set up micro-conversions (I like to call them mini-goals) like a free eBook download or email newsletter signup to get a better understanding of who makes up your interested site visitors.
Simplify your buyers’ research process
Consider how many of your site visitors will actually become website visitors. Even the best websites only convert 1-3% of its visitors into clients. Show your website visitors that you can help them find solutions through testimonials, blog posts, and service content that will give your prospect the answer they are looking for, and evidence that you can provide that solution for them.
“The average B2B buyer makes 12 online searches before they contact a potential vendor.” (ThinkwithGoogle)
That means you have at least 12 opportunities to provide that winning piece of content or information they are looking for. Perform a content analysis on your site to identify how users are currently reaching your site, as well as what types of search queries your target market searches. By doing this, you will find new ideas on how to meet your prospective clients in the middle for what they are searching for and how you can help assist.
Provide a fast, easy to use experience
Like every industry, property management and other B2B companies must consider their website’s user experience when identifying areas to improve. Sites like GTmetrix.com or nibbler.silktide.com will give your site tips to identify pages or assets that are slowing down the site and ways to optimize content. One of the main culprits that contribute to slowing down websites are images that were not resized before uploading. Use a free optimizing tool like tinypng.com to compress images and save your site's loading speed!
Retarget site visitor after they visit your website
Getting visitors to your site is only half the battle, if not less. Unfortunately, even the most successful SEO campaigns to rank at the top of the Google search results don't result in guaranteed revenue. Like I mentioned above, your typical B2B buyer is searching over 12 times before they reach out, so the more opportunities you give yourself to stand out, the better! Finding alternative ways to redirect your target buyers back to your site can help your company rise to the top of your clients' short list of management teams. Through retargeting ads, you can attract users back to your website through banners and clickable elements that follow users across the internet. Follow up with an email newsletter and additional content on how you helped a client save money to keep your company top of mind.
Looking for a helping hand?
Planning a digital marketing campaign might feel quite daunting, especially if you only have a few hours a week to plan and execute. Over here at efelle, we have a team of digital marketing specialists with experience in the property management industry who are ready to help your team excel through a planned digital marketing approach. Give us a call at 206.384.4909 or fill out a contact form to get started.