7 Steps to align your marketing activities with your buyer’s journey

Hey everyone!

Welcome to the first ever Digital Property Marketer Newsletter! ??

In each edition, we will be discussing digital marketing strategy for the property industry, covering the residential and commercial sectors. So be sure to subscribe, as they will be filled with great actionable advice that you can use to take your marketing to the next level.

Today's edition is about how we can better align our marketing efforts with our customer's buyer journey, to increasing leads for your sales team.

Traditionally, Property Marketing has lacked in innovation and heavily relied on estate agents to build awareness and drive sales. But... since the pandemic, we have seen a change in approach from property companies, who are now looking to take charge of their own marketing and generate their own leads!

This adoption in approach has seen an increase in competition online from developers, agents and property management companies, who are all fighting for the same customers!

It has never been more important for property companies to stand out from their competitors and the best way to do this, is to ensure that your marketing activities align with your customer's buyers journey.

By knowing?how your ideal customers behave at each part of their buying-journey, you can plan and implement your marketing activities with more effectiveness and generate better results.

It can seem a bit daunting at first....There’s so much to do and it can be difficult to decide where to start. But don't worry!

Here are 7 Steps that you can take to align your marketing activities with your customer's buying journey

1. Get to know your buyer’s journey

- Identify stages in the buyer journey. I usually use: Awareness, Consideration and Decision.

- Understand what your customer thinks and feels during each stage

- Identify what actions buyers take in each stage.

- Think about where the buyer is doing their research and what they are searching for.

- Establish how you will move the buyer along his/her journey with your property in mind

*It will make your job a whole lot easier if you have already established your customer personas.

2. Touchpoint/content review

-??????Next step is to review your current digital experiences (website/landing pages/microsites) and your content (written and video).

-??????Categories them into the relevant stages of the buyer journey that you identified above

-??????Doing this in a table format, really helps you to visualise the information

-??????This will show you which parts of your marketing funnel are strong or need developing.

3. Identify areas for growth

-??????Take a look at the touchpoint review and see which areas need improvement.

-??????Brainstorm ideas for digital experiences and content that will help move the buyer onto the next stage of the buyer journey.

-??????This could be a series of blog posts, getting video content created, introducing new landing pages or even starting a podcast! ?

4. Build a plan

-??????Once you know which areas need work and have a list of ideas

-??????Establish which ideas fit in with your budget, resources and expertise.

-??????Build a project plan to bring these ideas to life.???

5. Create the content

- Brief in your team/freelancers or external agencies explaining the goal, the desired outcomes and timeframe for the deliverables.

- Review deliverables and ensure that it is ready to go out to the world

- Collect final assets and distribute them to relevant team members or partners.

- Start uploading content and get landing pages live on your website. ?

6. Distribute

-??????Now that the content and digital experiences are live on your website.

-??????Start driving traffic via Paid Advertising (Paid Social and Google Ad Campaigns)

7. Measure

-??????Ensure that tracking is correctly installed on your website and ensure that data integrates with your CRM

-??????Measure the results that your campaigns are delivering

-??????Take your learnings and optimise campaigns on an on- going basis.

-??????Metrics to focus on (Enquiries, Website visitors, Ad Click-through rates, Conversion Rate and Impressions)

By taking this approach, you should see an increase in brand awareness, drive higher consideration and see more leads being sent through to your sales team! (Performance Bonus, coming your way!)

Sometimes bouncing ideas off of someone else is just the step you need to move your strategy to the next level. If you are looking to get some expert advice on how you can improve your current strategy or have any questions, then contact us for a free strategy session.

I’ll be posting a lot more about #PropertyMarketing and #MarketingStrategy, so make sure to follow for some great tips and advice.