We may still be in the midst of a worldwide pandemic, but that doesn’t mean your marketing resolutions have to remain on the back burner. Now’s the perfect time to take a deep dive into your 2021 marketing goals to improve the performance of your current advertising campaigns as well as those to come.
To succeed in the new year, you’re going to have to remain laser-focused on results–and a part of this process will likely entail trying a few new tools and strategies. It’s time to take back the reigns of your investments and buckle down on high-quality leads. Here are three resolutions that should be at the forefront of your property’s 2021 digital to-do list:
1. Optimize your website.
We all know that behind every great business is an even greater website. We’re not kidding when we say it’s one of your most powerful tools. You can make heavy investments in several complex marketing tools, but if your website is not optimized for conversions, then you’re going to lose them at the tactic every time.
Before you can begin to optimize your website, you need to first be aware of its current performance. This can be done by reviewing the site analytics. You’ll need to analyze these stats to gauge your user performance, including content receptivity and relevance (ie: effective keywords, call-to-actions, useful information, etc.), page speed, and, of course, responsive design. There should be no guesswork when it comes to a great web experience. By paying close attention to your insights and user reports, topped with some general information on SEO, you’ll have a great running start to optimizing your site for high-quality conversions.
2. Double-down on your underperforming ads.
Squandered advertising spend should not be on the 2021 agenda–smart spending is key to landing increased conversions. Reduce wasted spend by honing in on your advertising reports for each platform, be it Google Ads, Facebook, YouTube, etc. For Google Ads, you’ll want to pay close attention to your quality score, cost per acquisition, and search query report to really dig in deep on your total and projected ad spend. When it comes to Facebook, ensure you are bidding on your most high-quality user audiences and incorporating filters like specific demographics, time periods, location, device, and more. For ads that are found to be underperforming, you’ll want to cut them loose and focus on better optimizing those that offer a little more value.
3. Up the visual ante.
Now more than ever before visuals are becoming crucial to brands’ success–multifamily is no exception. After all, most users process visual information more effectively and faster than written text. So, integrating top-quality visuals into your campaign will not only help it stand out among your competitors but also has the potential to improve your Facebook and Google Ads performance and positioning. When determining which creative to select for your platform, you should consider those that will set one’s expectation for life at your property, increase your trustworthiness, and are relevant. When it comes to your advertising platforms, it is always helpful to create two to three variations of the ad to test, keeping similar content across each, and the ad that produces the most leads should land that golden ticket.
Rentbot can help.
As you embark on your resolutions, you’ll want to ensure that you maintain a consistent effort throughout the entire year–your digital success depends on it. If this sounds like a bit of an overload, we can help so that you can enter into the new year focused on what you do best–leasing. With a trusted partner by your side who has a consistent track record of securing greater leases, leads, and conversions for our website and marketing clients, you can rest assured that you will too. Schedule a call with a Rentbot member today so that we can talk to you in greater detail about our trusted services that have minimized vacancies, converted high-quality leads, increased website traffic for our multifamily clients, and how we’ll do the same for you.
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.