Creating a Comprehensive Online Marketing Plan For Your Property Business
By Andy Phillips
Property Pipeline Pro
September 22, 2023
Your Online Marketing Plan Is Your Roadmap to Success
If you want to reach a marketing goal then you need to make a plan to get there. Most property business owners may have a few marketing goals and consequently may need a more than one marketing plan in place at any one time.
For example, one goal may be to build a list of hungry investors who can fund your deals, another may be to find those deals. These marketing endeavours will have different goals so you would create 2 different marketing plans to achieve these different goals.
The process is the same, but the actions, content, channels and end result would be defined by a marketing plan designed to cater for different audiences.
Design one plan at a time so you don't get overwhelmed.
Start with getting investors onboard. Having an investor base is probably the most important marketing goal.
While you are creating and building a marketing process to get these investors onboard, you would be looking for deals and projects anyway.
Later you can streamline your deal finding marketing plan, but without investors and join venture partners you may find it harder to fund those deals.
In this article, we'll delve deep into the art and science of "Creating a Comprehensive Online Marketing Plan For Your Property Business."
We'll explore eight essential areas that will not only set you on the right path but also help you thrive in the dynamic and competitive world of online marketing.
#1. Define Your Goals:
Your journey begins with a destination in mind. Define clear, measurable objectives for your online marketing efforts. This could be to get as many people into the top end of you funnel. This normally starts with prospect investors downloading your prospectus or initial investor pack so you can get them into your database.
At this point you can let the sales funnel do it's magic, but the marketing goal is to get investors on the list.
Determine what the end goal of your marketing should accomplish.
Make the end goal something tangible and important in your business.
Define what the measurable result is for your plan. In this case it could be the number of people who have downloaded your investor pack
#2. Identify Your Target Audience:
To get to your goal it is essential to understand your audience, it's like having a trusty compass.
Dive deep to identify your ideal investors and partners. Explore their demographics, interests, and pain points. The better you know your audience, the more effectively you can tailor your strategies to meet their needs.
Understand your ideal investors and partners, including their demographics, interests, and pain points.
Tailor your marketing strategies to address their specific needs.
#3. Select the Right Channels:
In the vast sea of online platforms, choosing the right ones to navigate can make all the difference.
Consider where your target audience spends the most time and which platforms align with your goals.
Whether it's social media, email, or search engines, each channel can become a valuable route to success.
Choose the online marketing channels that align with your goals and audience.
Consider where your target audience spends the most time online.
#4. Create High-Quality Content:
Content is your vessel through the digital currents. Craft valuable, informative, and engaging content that resonates with your audience.
This can encompass blog posts, articles, videos, webinars, and more. Your content is your voice; make it compelling.
In this scenario where we have defined the goal to build our prospect investor list, always include the link to your landing page where your investor pack can be downloaded. If appropriate, include a line in your content that your Investor pack is available on your site.
Develop a content strategy that provides value and educates your audience.
Craft content that showcases your property investment expertise.
Show how you have helped others to reach their investment goals
Show projects you are doing right now and their progress
Showcase new projects that are ready or nearly ready for investment
Talk about how you work with your investor partners
#5. Develop a Content Calendar:
Consistency is your anchor. Create a content calendar that outlines what, when, and where you'll publish your content. This may sound like a bit of a chore, but to get consistency and to ensure you actually post it's a must have
A well-structured calendar keeps your messaging on track and maintains a steady flow of engagement.
Plan and schedule your content to maintain consistency.
A content calendar ensures you stay on track with your publishing schedule.
#6. Leverage Social Media:
Social media is your marketplace, where conversations flow and communities thrive.
Engage with your audience on platforms that resonate with your target demographic. Share content, connect with investors, and build a vibrant digital community. I go into social media and how to use it in your property business in another article called 'Leveraging Social Media to Attract Investors' so visit that article as well.
Engage with your audience on social media platforms that resonate with your target demographic.
Share content, participate in discussions, and build a community.
#7. Implement SEO Best Practices:
SEO is your map in the digital wilderness. Optimise your website and content to rank higher on search engine results pages (SERPs).
Effective SEO can help to get ranked in the search engines, guiding potential investors to your doorstep. This is not going to get you on page one for everything you do, however having an understanding of SEO means you will create online content that can help you get found.
Optimise your website and content for search engines to improve visibility.
Focus on relevant keywords and provide valuable, authoritative content.
#8. Monitor and Adjust:
There are many ways to monitor the different elements of your marketing plan. Right from what sort of engagement you're getting on your posts, how many people are visiting your site (use analytics tools) and ultimatly how many site visitors are downloading you investor pack.
Regularly analyze the performance of your online marketing efforts.
Make data-driven adjustments to optimize your strategy over time.
By mastering these eight fundamental aspects, you'll not only create a roadmap for your success but also equip yourself to navigate the ever-changing digital terrain with confidence and precision.
Your comprehensive online marketing plan is your key to reaching new horizons and realizing your property business's full potential in the digital era.
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