How to Create a Digital Marketing Strategy for Tertiary Products?

Tertiary products, which include assets such as industrial warehouses, developable land, and commercial premises, present unique challenges when designing digital marketing strategies.

These assets are usually aimed at a specialized audience and have longer sales cycles than residential products. Therefore, a well-defined marketing strategy is essential to capture the attention of the target audience and maximize conversion opportunities.

Below, I detail how to structure a digital marketing strategy for tertiary products step by step.

Define your target audience to sell tertiary products

The first step for any marketing strategy is to understand who you are targeting. In the case of tertiary products, your ideal clients can be:

• Investors and investment funds looking for profitability opportunities.
• Entrepreneurs looking for commercial premises or warehouses to expand their business.
• Developers interested in land with urbanistic potential.

It is important that you investigate their needs, concerns, and online behaviors. This will allow you to personalize your messages and focus on the most effective channels.

Optimize your digital presence with specialized SEO

Search engine optimization (SEO) is fundamental to appear in searches related to tertiary products.

• Keyword research: Use tools like Google Keyword Planner to identify terms related to your asset. Examples: "industrial land for sale in Madrid" or "logistics warehouses for rent in Barcelona".
• Quality content: Publish articles on your blog that address relevant topics, such as guides on land investments, benefits of urban logistics, or how to evaluate a commercial premise.
• Optimized technical sheet: Make sure your asset pages have complete descriptions, relevant data, and keywords. For example:Location and advantages.Area and specific characteristics (such as access or logistics services).Information on regulations or permitted uses.
• Local SEO: If the product is located in a specific region, use local SEO strategies, such as registering your company on Google My Business and using interactive maps.

Design a professional and functional website

Your website should be a powerful tool to capture leads and showcase your products attractively. Make sure it is:

• Responsive: Adapted for mobile phones and tablets.
• Intuitive: With clear navigation and visible calls to action (CTAs), such as "Request information" or "Virtual tour".
• Fast: Pages that load slowly generate a high bounce rate.
• Visually attractive: Use high-quality images and resources such as interactive floor plans or 360º videos.

Leverage the power of content marketing for tertiary products

Content marketing allows you to educate your audience and position yourself as an industry expert.

Content ideas:

• Blog articles: Write about logistics trends, urban planning regulations, or tips for evaluating commercial land.
• Success stories: Publish real stories about clients who acquired warehouses or land and how their investment performed.
• Ebooks or downloadable guides: For example, "How to choose the best industrial land for your company".

This content will not only attract traffic to your website but also build trust and credibility.

Invest in segmented digital advertising

Pay-per-click (PPC) and social media advertising are powerful tools to promote tertiary products.

Featured options:

• Google Ads: Create segmented campaigns based on specific keywords to appear in the top search positions.
• LinkedIn Ads: Ideal for reaching investors and companies. Segment by industry, location, and company size.

Use email marketing to nurture tertiary product leads

Given that tertiary products typically have a long sales cycle, it is crucial to maintain lead interest through email marketing.

How to do it:

• Design automated email sequences with relevant content.
• Personalize emails according to the client's profile (investor, entrepreneur, developer).
• Include information on new assets, market reports, and relevant articles.

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Analyze and adjust your strategy

Digital marketing is not static. Use tools like GA4 and SEMrush to measure the performance of your campaigns. Analyze metrics such as:

• Website traffic and sources.
• Lead conversion rate.
• Best performing keywords.

With this data, adjust your efforts to maximize results.

Creating a digital marketing strategy for tertiary products in the real estate sector requires a combination of technical knowledge, customer focus, and adaptability.

We have been dedicated to digital marketing for the real estate sector for over 20 years. We know the industry trends, the target audience, and everything you need for your marketing strategy to succeed.

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