How To Make The Most of Your Digital Marketing In Commercial Real Estate
When it comes to commercial real estate, it’s all about human connection and personal relationships. Most commercial real estate properties are designated for hotels, coffee shops, retail stores, or any type of business that requires a person to work or find reprieve.
However, since the pandemic, many businesses had to close and events had to be canceled. This was a dramatic shift that happened within the commercial real estate industry. However, that doesn’t mean it has to be the end of your business.
The world of digital marketing, if strategized appropriately, can be an incredibly valuable tool for any entrepreneur within commercial real estate. It can help keep your physical business running appropriately despite what may impact the physical entity you are investing in.
Here are a few tips to keep your investment and company afloat.
Hire a Commercial Property Management Company
To evaluate whether or not your tactics through digital marketing are working to your advantage, you will need to have proper analytics and reporting. You will want to make sure all of your reporting is accurately set up before implementing your strategy.
One of the main advantages of hiring a commercial property management company is that they can provide financial reporting, which is essential to any digital marketing campaign. You wouldn’t want to start generating content and putting forth time, money, and resources into digital advertising if you have no way to track your hard work properly.
Define Your Audience
With over 80% of the world’s population having the ability to get all of the information they want from their phone or be able to make purchases with two clicks of a button, it’s important to know which of those millions of people you are wanting to communicate with.
Defining your audience means understanding where you will be on social media and within the digital realm. If you are a commercial real estate investor, for instance, you would want to focus your efforts towards building your network on LinkedIn. This platform is primarily used for B2B connections or recruiting purposes.
For someone who has rented or purchased commercial real estate for their own personal business, such as a local coffee shop, you would want to cater your efforts towards a platform like Instagram or Facebook where you can connect with your local community.
Set Your Digital Marketing Goals
Once you have your ideal audience defined, you will want to start setting some digital marketing goals. When it comes to your goals, you want to be as definitive and quantitative as possible. Set numerical values towards what you want to achieve. Some examples of good goals you might want to set would be:
- Gain 1,000 new followers on Instagram by the end of the quarter.
- Increase website traffic by 20% in the next month by posting two blogs per week to the company website.
- Generate ten quality leads each week through our Facebook advertisement, where we will test two separate creatives.
These goals have a numerical value associated with them, along with a time frame and a designated platform. Set some long-term goals along with short-term goals as well.
Create a Content and Advertising Plan
This is where your initial tracking and reporting will come into play. As you start towards your goals, you will start creating content on your social media platforms and your website, any email campaigns you may want to set up along with starting any type of digital advertising you may be considering for your business as well.
Your reporting and analytics will allow you to see what parts of your strategy are working, and what needs to be changed along the way.
You can start planning out your monthly calendar with a simple excel spreadsheet. Set up columns for days of the week and your rows for the types of content such as social media platforms, blog posts, or email campaigns. This will help you to stay organized; you can plan everything ahead of time without having to think about what you will post or share every single day.
Creating a digital marketing strategy for commercial real estate doesn’t have to be a complicated process. Think about the types of content your audience is actively seeking. Consider questions your customers or clients ask of you regularly. This will help you to generate quality content that will keep your audience coming back for more.
Most importantly, remember that it’s meant to be a conversation. Stay active with your online community regardless of what platform you are setting up your communications through.