Digital marketing has long evolved from your simple online ads and incentivized product offers. Consumers are changing the way that they interact and engage with brands today. With the customer experience at the center of most every marketing strategy, marketers are now re-adjusting their priorities to become more customer centric organizations.

According to a March 2017 Adobe/Econsultancy survey which analyzed the top digital-related priorities for brands this year, content marketing, social media engagement and targeting and personalization ranked the top three on the list. Though these three tactics may not be your specific targets this coming year, knowing these trends can help you better allocate your marketing budget for your property.

Content Marketing

Content marketing includes any marketing effort that involves creating and sharing media and content publication for the purpose of acquiring customers. This can be done through social media, a website blog, video, etc. With 29% of marketers enhancing their content marketing strategies this year, multifamily properties will have to get more creative to capture their renters’ attention.

Video content is steadily gaining in popularity and is expected to continue rising. Properties that put an emphasis on video marketing through tools like Facebook, Snapchat or YouTube will begin to notice a pretty good return on their investment. A HubSpot research study indicated that a good majority of consumers not only watch at least one hour or more of video content a week, but actually pay more attention to videos over written content; so, it’s time to jump on board.

In addition to video content, properties will find that focusing on purpose-driven content will also produce greater success. Posting new content that addresses resident comments or complaints, featuring events and activities, or highlighting the unique features of the community and life at your property will go a long way. Remember, quality over quantity is key.

When creating online content, it is always important to remember that your audience is already pretty defined: residents and prospects. You’ll need to ensure that your content is always designed with these two segments in mind and is redirecting your visitors back to your website. Most importantly, your content should show your brand’s personality.

Social Media Engagement

Coming in as number two on the priority list for marketers is social media engagement. Social media has transformed into one of the most lucrative and successful tools for consumer engagement, and the multifamily industry is taking heed. Property managers should make it a point to increase their social engagement efforts this year, as 71% of consumers who have a positive social media experience with a brand are likely to recommend that brand to others. Not only can social media be used as a tool to enhance your customer service, but it can improve your engagement with both new and prospective residents as well. To achieve the most benefit from these platforms, it is important for you to post relevant content regularly, to include engaging content from third parties, and to respond to customer issues posted online.

Targeting and Personalization

Targeting and personalization involve delivering relevant content and messaging to a specific audience. Ultimately, this comes down to knowing your customer. Remember, the customer is key. Use the mounds of data you are already collecting to create unique customer profiles. Evaluate your website analytics to determine how your residents are connecting with you and use this information to develop your marketing strategy. Segment and tailor your messaging to your customers in the various stages of the rental process or those that fit certain qualities. For instance, you’ll want to include information on your pet amenities for those who are looking to bring their furry friends. Email marketing platforms can help you with this.

A responsive website can also help with personalization, as you’ll be able to determine what medium your visitors are using to connect with you—be it mobile or desktop. You can then create targeted pages with unique features like click-to-calls, swipes, etc. based on these results.

Rentbot can help.

Before you begin to refocus your marketing priorities, you’ll first need to make sure your website is up to par. Through an effective website, you can not only dig deeper into your customer’s online behavior, but reach new customers as well. Because every Rentbot site is built with a responsive design, you can target your prospects no matter what device they’re using. And with fast, friendly support and a 90-day money-back guarantee, you’ll be able to fulfill your new priorities and attract your ideal tenants with greater ease.

About the Author

Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising and copywriting, she has helped a multitude of clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.