Content marketing is one of the most pervasive recent marketing and advertising trends. But even though 78 percent of Internet users start their research online, a few B2C industries still don’t embrace content marketing. What’s one industry commonly among the holdouts? Property management.
But these companies are missing out. Here’s the thing: Online research is often the first step in making any consumer purchase – especially when that purchase involves major financial commitments, such as trusting a property or community to a property management firm. Still not convinced? Here are three reasons your property management company can find real growth through content marketing.
- Provide Unparalleled Customer Service with Social Media Marketing
While your firm may provide support by phone and in person, customer expectations have dramatically shifted in the age of inbound marketing. Not only do customers now expect 24/7 access to your business’s frequently asked questions and contact information for their personal research, they also expect timely responses to social media queries. Your property management firm doesn’t need to be active 24/7, but it does need to monitor its social media platforms and respond to online inquiries quickly.
To get started with social media content marketing as customer service, first create a professionally designed profile for your business on the four major social media platforms: Twitter, Facebook, LinkedIn, and Google Plus. Monitor all four platforms, but choose one on which to concentrate your activity and engagement. Evaluate your customer engagement and satisfaction each quarter and reposition your engagement as needed.
- Promote Your Property Firm’s Personality and Values
To a prospective customer, content marketing is not about SEO and search returns. Your prospective clients are researching a problem near and dear to their hearts. They want to know if you’ve put time and thought into your policies. They want to hear about how you’ve grown your business, how you’ve contributed to your community, and – most importantly – how you’ve effectively served your former and current clients. And that’s where content marketing really shines. The ultimate purpose of content marketing, including blogging and guest posting, is to generate genuine content that shares your firm’s personality, values, and history of customer satisfaction. Writing insightful content about what makes your property management firm unique, effective, and qualified is what your online visitors will remember.
- Drive Conversions While Serving Prospective Clients
Providing free information to prospective clients in need is certainly a perk, but content marketing ultimately benefits your business. Generating genuine content drives online conversion and provides means of tracking and monitoring your web presence. Because it’s not simply about being the company that comes up in search returns for your keywords – it’s about being the company that comes up first, provides valuable content, and establishes its brand. That’s the property management firm that will get the business. From social media marketing to company blogging, property management firms across the country are unearthing a powerful ROI from their content marketing strategies. And it’s not magic. It’s using genuine SEO strategies to provide valuable resources and information for the clients you serve.