The market for industrial logistics real estate is more competitive than it has ever been. However, even in this competitive environment, we continue to witness instances of poor promotion practice that can cause even the best offers to falter.
Here, we shed light on the murky areas where many a marketing initiative can go awry. For a better, more effective industrial logistics property campaign, we offer six golden tips below.
This is the #1 cardinal sin of any industrial logistics marketing campaign. Trusting that occupier interest in your property will be driven by a website and a downloadable PDF is a very passive strategy. Rather than putting all your eggs in one digital basket, instead strongly consider diversifying your marketing channels. Email, SEO, social media, and paid advertising all have valuable roles to play. A well-rounded strategy ensures you will reach your audience wherever they are.
Ever been to a party where someone talks only about themselves? Awkward, right? Same goes for industrial logistics property marketing. Ignoring your audience's needs is a sure-fire way to lose their interest. Instead, take the time to understand their pain points, desires, and preferences. Tailoring your messaging platform to resonate with occupiers, agents, funds, and stakeholders, will drive engagement through the roof.
Web analytics are the unsung hero of marketing. Yet, it's easy to overlook them, especially in industrial logistics property marketing. Ignoring your web analytics means missing out on valuable insights and potential customers. Keep a close eye on your data, tweak your strategies based on performance, and success will come.
Originality is the spice of marketing life. While it's fine to draw inspiration from competitors, blindly copying their strategies won't set you apart. Find a unique voice, tone, and approach that encapsulates the virtues of your organisation, and your offer. Authenticity is magnetic – it attracts and retains your audience.
In a world glued to smartphones, neglecting mobile optimisation is a cardinal sin. Ensure your website and content are mobile-friendly. Trust us; your audience will thank you with increased engagement and conversions.
Consistency is key, both in messaging and presence. Changing your brand tone or disappearing for long stretches confuses your audience. Stay true to your brand voice, post regularly, and maintain a steady presence across platforms.
There you have it – how to avoid those common mistakes that can trip up the marketing of any industrial logistics property. Remember, property marketing is an ever-evolving journey. Keep learning, and always be alert to new possibilities.
Of course, the easiest and best method is to use an agency that knows property marketing inside out. For all that and more, talk to Reach Marketing today.
31st July 2023