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How to Use Email Marketing to Drive Social Engagement for Your Property Management Firm

By Joseph Slonimsky

How_to_Use_Email_Marketing_to_Drive_Social_Engagement.jpgWe’ve talked plenty of times about the importance of social media and email marketing in establishing brand recognition and gathering more qualified leads. But what about combining the two? What if you could apply all of the time and effort you’re investing in crafting compelling emails to further drive your social engagement with your property management clients and reach even more prospects? With the right strategy in place, you can. Here’s how.

The Basics

First and foremost, if you want to integrate two of your most powerful marketing methods, you have to at the very least do the following before you can even begin:

Include social share buttons

Remember, the easier you make it for your email subscribers to connect with you socially and share your content, the more likely they’ll be to do so. Include links to your social profiles in as many places throughout your email as it makes sense to do so.

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Feature top-performing content

All of the content you share within your email newsletters doesn’t necessarily have to follow the same theme. Regardless of the purpose or theme of your email, you should also include at least one piece of your best-performing content, such as a popular blog article, along with social share icons.

Use strong, compelling calls to action

Don’t just assume your audience is going to do what you want them to do. Convince them to do so by always incorporating a strong, compelling call to action. Don’t be afraid to come right out and ask your readers to connect with you socially or share your content. You may even want to sweeten the pot a bit by offering an incentive, such as entry into a monthly contest in exchange for that like, follow or share.

Related Post: 5 Tips to Kick-Start Your Property Management Marketing Efforts

Best Practices

Now that you’ve got the basics down, it’s time to dive in and start transforming your property management newsletter into a social media engagement driving machine. Try applying the following:

Include Sharable Content

For content to be socially sharable, it should meet a certain list of criteria. For best results, provide content that is concise, readable and, of course, about a topic that your audience finds useful (i.e. entertaining, educational or otherwise engaging). And, of course, include links to make sharing the content with others quick and easy.

Provide “Exclusive” Offers

This one is a bit tricky, but if done correctly can have excellent results for your property management social status. Reel subscribers in by offering exclusive content via email newsletters, but give them the option to still share with their own networks should they choose to do so. The nature of the exclusive offers you include may vary – discounts, specials, giveaways, etc. – but the concept should work the same regardless.

Promote Contests

People love to get something for nothing, which explains why contests and giveaways are so effective, particularly when it comes to social media. Leverage this in your email marketing strategy by using your newsletters as a vehicle for promoting your latest contests (and links to enter and share), as well as announcing past winners. This is often enough to tip the scales in your favor and get those email recipients who are still on the fence to bite the bullet and connect with your property management brand socially.

Create a Powerful Loop

This article may focus primarily on how you can use email to gain more traction socially, but the two are mutually beneficial, which means the reverse strategy can also be highly effective. Don’t focus solely on one versus the other, but rather work to create a continuous loop through which your emails get you more social fans and followers and your social networks get you more email subscribers. By doing so, you’ll enhance performance on both fronts.

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Tagged Blog, Property Management, Tips, Marketing, Social Media