If you’re new to online marketing then you could probably do with some guidance on the art and science of online marketing. Digital marketing, email marketing and social media marketing are all terms you’ve probably heard of but knowing how to do it is another thing entirely.
Now, an important fact to remember is that the property industry is seriously lagging behind when it comes to online marketing. This presents property investors with an opportunity to make the most of the online strategies. A lot of people know that there is a real opportunity here and that online marketing is a must for any successful marketing strategy but there is still a feeling that it is a bit of a minefield.
If you’re not sure where to begin then you may find yourself spending huge amounts of cash on Facebook ads and Google ads without getting much return, or you may even be wasting time which is your most valuable asset of all, without seeing any real outcome in terms of deals.
Internet usage has grown significantly over recent years, so this correlates directly to the potential of online marketing. The usage figures for Facebook and Google are evidence that this is a huge opportunity for marketing. Before you start ploughing your hard-earned cash into this, make sure that you’re clear on the landscape that you’re venturing into.
To enable you to do this, we can break online marketing into 6 buckets; social media marketing, PPC, content marketing, email marketing, organic search/SEO and conversion rate optimization. I will give you the information you need to know about the first three here and then you can download the beginner’s guide to online marketing cheat sheet to find out more about the rest.
This refers to gaining traffic and attention through social media sites such as Facebook, Twitter and YouTube for example. You can use social media to build relationships with others e.g. to connect with other property investors who may feed you leads and you can also use it as a platform to share your content/messages.
Producing content that your target audience needs will enable you to engage with them. Content such as blogs, video, how to guides all work very well in building up that engagement. As an example, if you are targeting BMV deals, you could create a set of videos that provide solutions to the problems that home-owners and vendors have. This audience then starts to trust you through this useful content that has helped them out.
Pay Per Click
If you’re not familiar with PPC it is basically where advertisers bid an amount to advertise on Google or Facebook or whichever platform they choose. You will have seen these ads at the top of search results when you type keywords into a search engine. Every time the ad is clicked on, the advertiser pays a fee. Now this may sound like it could work out to be expensive but if you think that the £5 you have spent on that click could then lead to commission of £10,000 per year then it is peanuts.
Facebook also helps you to get information about users and target the audience depending on interest groups and demographics. The importance of this is that you can target your audience with a compelling message because you know about their interests. That compelling message will ensure that they click on the ad and visit your website.
The definition of content marketing, according to the Content Marketing Institute is ‘a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience with the objective of driving profitable customer action’. To property sourcing agents this audience will be the investors who buy our properties or owners who need our help.
When landlords or vendors have a problem, they will spend time doing some research before they eventually decide who they should contact to solve their problem. If your content marketing has established you as an expert in their eyes, then it is you that they will come to. Content marketing both raises awareness of solutions and educated them about services they may not have been aware of.
There are lots of different types of content marketing so we will just focus on some of the key ones here:
There are normal website pages and then there are pages that are classified as content marketing. An example of a content marketing page could be a 2000 word step-by-step guide on how to sell a house without using an agent. A normal web page would be something like a 300 word page that lists five ways to sell your house.
This is an incredibly effective way to break complicated concepts into easy to understand information that can quickly be consumed. If you were looking to find landlords for rent to rent deals, you could create some videos that talk them through the process of a typical rent to rent deal. You can even use it to show testimonials from landlords who you have helped in the past. This is a really powerful way to attract landlords.
Creating case studies for vendors or investors is another way that you can showcase your services. Providing details of how you have helped other people in their situation will compel them to want to work with you.
These online strategies all work in conjunction with each other and the important thing about content marketing is getting people to view your content, which leads you back to social media marketing. Use it to get as many people as you can in your target audience to view your content.
As a property sourcer you need to work out where your market exists and the best way to reach them. There are no quick fixes and you will have to put in a lot of work. As you start to master your work, you can start to put tasks into systems which will allow you to outsource some of the more time-consuming jobs.
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