For the 5th Monday of the Month, we’re bringing you Marketing Tips just for real estate agents from our marketing expert.
Social media marketing can be difficult to master. However, with the right knowledge and planning it is possible for anyone-regardless of experience-to use this powerful tool as an effective marketing strategy.
In order to be successful, you need to create interesting content that your target audience will respond well too, use different types of platforms in the most effective way possible, and develop a consistent plan that allows you time for both creating new content while simultaneously monitoring what works best on each platform.
We asked our resident marketing expert, Vicky Wu, for some things you should keep in mind when developing your social media marketing strategy.
Keep your posts on-brand
Every entrepreneur should have a personal brand – and that doesn’t mean a logo (which is only one small portion of a brand). It’s more about the messaging and voice along with visuals – what you’re saying and how you say it. For example, if your brand is about luxury, what you share will and should be different than if your brand is more geared towards investments.
Even if you don’t have a firm grasp on social media marketing as a whole, it is important to maintain consistency with your posts. This means that you should be posting content related to your brand at least once per day. If you are only posting information every now and then, people who follow you may not be sure what to expect from you or even know that they can trust what you say.
Use different platforms in the most effective way
There are many different social media platforms out there, and each one can (should) be used in a different way to reach your target audience. For example, LinkedIn is great for B2B marketing, while Instagram is better for reaching a younger, more visual audience.
Facebook is still the most popular social media platform and can be used for a variety of purposes, from building relationships with potential clients to providing valuable content that establishes you as an expert in your field.
Remember, one of the worst things you can do is try to be on all of the platforms all of the time. I always recommend to start with the one you’re personally using most or are most comfortable with to get your rhythm and flow. Then when you are ready to expand, for the next one you should choose the platform where your dream clients are most active.
Vicky Wu
Create interesting content that will resonate with your target audience
One of the most important aspects of social media marketing is creating content that your target audience will care about. This means taking the time to understand who your target audience is, what they are interested in, and what type of content they are likely to respond to.
Once you have a good understanding of your target audience, it becomes easier to create content that is relevant and interesting to them. You can do this by sharing industry news, providing valuable insights and advice, or by using humor and storytelling in your posts.
No matter what type of content you decide to share, make sure that it is high quality and relevant to your brand. If you can manage to produce high-quality content that people will enjoy reading, you will significantly improve the chances of people sharing and engaging with your posts.
When it comes to social media marketing, real estate agents need to consider what type of information they want to share, how often, and who it is aimed at. For example, agents who are looking to sell property should share posts that highlight the features of their listing, while agents who are looking to buy property should share posts that provide valuable insights and advice.
And your content should never only be about sales. Social media is meant to be social. This is a great place to let your prospects learn a bit about how it will feel to work with you. We always recommend the 80/20 rule: out of ten posts, eight should be interesting, helpful and informative, while no more than two should be directly sales related (such ay this house or list with me).
Frequency is important as well. You want to develop a cadence that is realistic and easy to maintain. Starting off with a plan to post multiple times a day likely can’t be sustained in the long term. Pick something that feels right for you to be able to do no matter what – and then if you’re able to do more one week on the fly, that will be okay.
Also use the platform’s built-in scheduling tool to pre-schedule content out for the next month. Plan about an hour or so one day a month to do this task, and thank me later.
Develop a consistent plan to allow for time both creating content and monitoring its success
Speaking of planning – one of the most important aspects of social media marketing is creating a consistent plan that will allow you time for both creating content and monitoring its success. This means setting aside a certain amount of time each day or week to devote to your social media marketing efforts, and being willing to make changes to your plan as needed.
It’s also important to track how well your content is performing so that you can identify what works and what doesn’t, and make changes accordingly. You can use tools like Google Analytics or your favorite social media posting platform like Hootsuite to help you track your social media traffic and engagement levels.
Measure the success of your efforts
One of the best ways to measure the success of your social media marketing efforts is by tracking metrics like engagement rates, reach, impressions, clicks, likes, etc. This will help you to understand what type of content is resonating with your audience, and which platforms are generating the most traffic and engagement.
Yet don’t get too caught up in what I call “vanity” numbers. It doesn’t matter how many people like your account or your posts if you’re not eventually driving them to a conversion. Track your website traffic and leads generated from social media in order to quantify the ROI of your efforts. By tracking these metrics over time, you’ll be able to determine whether or not your social media marketing is having a positive impact on your business.
In this article, you learned the keys to growing your audience and building a strong brand. The most important aspect of social media marketing is developing a consistent plan so that you have time every day/week devoted to this type of marketing effort. It’s also important to track how well your content performs if want an accurate understanding of whether or not it’s having a positive impact on your business.
Vicky is CEO of Vicky Wu Marketing and has 30 years of experience marketing for Fortune 500 companies, multi-million and multi-billion-dollar organizations, including a decade of experience in real estate marketing. She now provides her marketing knowledge to entrepreneurs and businesses that would otherwise not have access to the same level of expertise.
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