As a property developer, your key aim is to entice people to enquire about your commercial offering and you’ll help to achieve that through online marketing.
The thing is, there isn’t much point in funding your digital marketing efforts if you’re not measuring the results and learning from them.
In this post, we’re going to take you through the key components of online marketing, and help you measure your online success as a property developer.
Measuring your social media success has never been easier – with each social media platform competing against the other, social analytical tools are become much more robust to cater to our reporting needs.
Facebook and Twitter give a wide range of analytical feedback, including tools which allow us to see how many people viewed individual posts, how many profile visits you’ve had each month and the type of audience your posts are catering for.
This is useful on many levels. With this information you can:
- Find out the type of content your audience prefers
- Create customer personas allowing you to more specifically market to your key audience
- Set yourself monthly targets to ensure consistent growth
If you use social scheduling tools, these will equally give you in-depth reporting insights which will help build upon your marketing efforts. We use Sprout Social and they help us to deliver meaningful reports for our clients monthly!
Continuing with social media, one of the most effective yet overlooked methods of measuring success online is by checking what people are saying about you.
By searching for the name of your development on any social platform, you’ll be privy to all posts that mention you and as such will be able to gauge the sentiment of your audience – are they happy with your building or is there room for improvement. Go on, give yourself a search!
One of the key drivers of a marketing campaign is to get people onto your website so that they can both view your offering for themselves and get in touch to further enquire.
It’s important to continuously review your website traffic success to ensure that the messaging you’re putting out is helping to drive people towards your website.
Google Analytics gives you incredibly helpful insights regarding your current demographic, including location, gender and age. If your current demographic isn’t your target demographic, you can use this information to tweak your marketing to more specifically target your desired audience.
The mecca of successful content – if you’re landing yourself on page one of Google with your content, be it website content, blogs or video content, then you know you’re marketing yourself correctly.
Start by typing in the name of your development – if you come up, great job! If you don’t, make sure that your development name is used consistently throughout your website, in the URL and in as many meta titles as possible.
Then, type in ‘office space (and the name of your city)’ – if you’re not coming up but your competitors are, then you need to update your website content to ensure, for example, that ‘office space Manchester’ is a key SEO term.
To help your website appear using these terms, create a landing page that’s specifically for blogs and video content. Use key terms that are relative to your development and that your target audience would be searching for, e.g. ‘office space in Manchester’, and watch as Google brings your website closer and closer to page one.
Are you feeling confident about using analytical tools to measure your online success as a property developer?
If you need help with your own property-related online presence or would like to discuss other PR and marketing activities, get in touch with us at Roland Dransfield and we’ll be able to help you out.