A lot of business owners get marketing confused with selling, when in fact they’re two very different (and equally weighted) components to running a successful business in any industry. Your marketing and sales efforts should work alongside each other and not be muddled together, as this can cause your messaging to lose its focus and makes it harder to track your ROI’s. Having effective funnels in place ensures that they both still ultimately have the same end goal... revenue!
The goal and purpose of all marketing is to understand what problems clients are looking to solve and then creating solutions to help them achieve that goal. This approach is the definition of adding value for your audience.
Better connections = more leads = more sales!
It’s in your business’ interests to build authentic, value-based relationships with your audience if you want to convert them into valuable long-term clients.
Of course, we know that every business wants to succeed in selling – the purpose of value-based marketing is about forming better connections with your customer through delivering great content. Developing stronger connections means you’ll naturally get more leads which can then turn into sales because of your content marketing.
Here’s some examples of content marketing:
Share your reviews as other clients ‘success stories’ are valuable to your audience and potential new clients to help build up the trust factor.
Long Form Video/Vlogs (Video blogs)
You can create educational and entertaining video content that lives in long form on YouTube and then break it down into segments to reshare on your social profiles.
Written content is a great way to communicate information with potential and existing clients in an easily digestible way. Just like video content, you can break down a longer blog article into bite-size pieces and use it on your social media pages as captions or as part of graphics. Remember, consumers on average need to see a single message or piece of content 7 times before they take action, so don’t worry about being repetitive.
Share resources you’ve created and/or used to make a difference in your business. This is a great way to give your audience a tangible asset that speaks directly to them and solves a particular problem that the demographic might be looking for answers to.
Questions and Answers
Share questions you get, and have gotten in the past, and answer these publicly to inform your audience. As you have the experiences from solving your current clients issues you can pre-empt questions and provide answers.
You can also go searching the web for frequently asked questions that your ideal client is asking on forums etc.
Explain your processes
Breakdown your process, or what someone can expect, when working with you. This is a great way to assert yourself as the local professional and someone that ‘cares the most’.
Remember, all your content needs to either educate, inform, or entertain.
Also don’t forget you can repurpose your content from other platforms! Reusing content you've already created can hugely save you time.
Still not convinced?
Google specifically looks for problem solving topics and subjects and promotes those who do it well. It’s as simple as: The more value-driven content you post, the higher you will rank. Being on the first page of a Google search is prime real estate and drives more traffic to your website/ content.
Not only does creating value-based content deliver what the customer wants, but you’ll see a boost in your search results because Google ranks companies who post more content online higher than those who don’t.
Like we said, content marketing is the gift that keeps on giving!
We hope you found all these tips helpful! At Real Property Management our Marketing department works closely with our Franchises to create dynamic content in a variety of mediums to ensure our offices stand out in the property management industry. We regularly host educational workshops and roundtables for office staff members, and find these sessions to be amazing for collaborative idea sharing and creative collaboration. If you’re interested in learning more about the ways we support our Franchisees fill out our quick contact form and one of our team will get back to you.