Are you wondering how to create more awareness of your brand, generate more leads or increase loyalty of your client base in 2015?
To understand what it now takes to get an advantage over your competitors online, here are 3 Essential Ingredients You Need In Your Digital Marketing In 2015.
#1: You Better Have A Strategy
A digital marketing strategy starts with knowing exactly what your goals are for each touch point with your brand online and how you’re going to achieve them. This can be done on one page, it doesn’t need to be War & Peace. Know exactly what you want to achieve first before you pick the channels or tools to use. Keep it simple and stick to three basic goals:
- Create awareness of your brand
- Generate leads
- Increase retention and loyalty of your current client base
For creating awareness, you might consider a weekly blog targeted to local homeowners that you share on your company’s social channels to establish your company as the trusted authority, and attract people back to your own website where they will have the opportunity to learn more about your company. If the focus of the blog is to create awareness, don’t be tempted to throw a sales pitch in at the end to generate leads. Pick one objective from above and stick to it. If your blog includes enough inherent value to your audience, trust that they will reward you with their business when they are ready.
For generating leads you might consider a Facebook ads campaign with helpful content targeted to home sellers or property investors. We have a great client case study here, including a how-to guide that you might like to try yourself.
For increasing retention and loyalty of your current client base, you might like to consider a one-minute video market update from your sales or property management team that is exclusively for your clients and sent via email every Friday morning. It might include local events, current listings, property news or celebrating office milestones. You might be thinking “this is a lot of work” or “we don’t have any skills with video production”. You are overthinking it. Haesley Cush, principal of Ray White New Farm Rentals, films a one-minute market update on his iPad, hits publish to Youtube and shares the link via email and social media with his audience. It’s raw, it’s real, it’s fast and this is exactly why your clients will love it. Check out Haesley in action here.
Your strategic plan doesn’t need to be complicated but it does need to be documented. Start with the WHY before you look at HOW.
#2: You Better Be Social
There are more than 1.7 billion social media users worldwide and the average Australian spends one in every five minutes on social media every day. So if we are spending that much time on social media, what are we all doing?
The majority of us are on social media to be entertained, to keep in touch with our family and friends and topics we’re passionate about. This means that real estate professionals aren’t competing for attention against other real estate professionals; they are competing for attention against everything and everyone. This is forcing real estate businesses to adopt a new approach. If all your competitors are trying to get the attention of the same people, in the same way on social media (and they are), what makes your company so special?
Now more than ever, real estate professionals need to focus more on how to BE social and less on how to DO social media. Social media is simply new tools for old rules and if you aren’t connecting with your clients authentically and delivering inherently helpful content, one of your competitors is.
With the growth of social media tools and platforms, the public’s voice has never been stronger and conversations about your company and your staff are taking place on social media whether you are involved or not. Real estate teams who are incapable or unwilling to adapt to this changing landscape will inevitably find that they no longer have any say in determining their own public image on social media.
#3: You Better Be Measuring
Every conference you’ve been to, every training session you’ve attended and every mentor you’ve had most likely peppered you with how important it is to know your numbers. If you aren’t taking the measurement of your digital and social media marketing actitivity as seriously as your sales metrics, now is a good time to start. Don’t just measure Facebook “likes”, website traffic or social media reach. You need to tie your numbers to business outcomes such as inquiries, leads and conversions.
If your goal for your blog is to create awareness of your brand as we mentioned above, your number one indicator for success is email subscribers. Using Google Analytics you can track each subscriber right back to where they came from to work out what content works on which channels i.e: a Facebook post or a Tweet.
If your goal for your sales and property management department is to generate leads using Google or Facebook ads as we described above, your number one indicator for success is opt-ins for your content. To track conversions properly, you need to measure how many people land on the “thank you” page, not the landing page. You can easily set up Google Analytics Goals to do this for you.
If your goal is to increase retention of your current client base, a great indicator of success is your Net Promoter Score. According to the Net Promoter Community, The Net Promoter Score, or NPS®, is based on the fundamental perspective that every company’s customers can be divided into three categories: Promoters, Passives and Detractors. By asking one simple question — How likely is it that you would recommend [your company] to a friend or colleague? — you can track these groups and get a clear measure of your company’s performance through your customers’ eyes.
We use a very simple tool for our clients call Delighted, which is an NPS tool and is a fast and easy way of gathering insights from your clients that you might like to try yourself.
In 2015 the most successful real estate businesses and individuals will use digital marketing to drive real business outcomes—not just “likes”, shares and comments on their social media profiles or measuring how many people have visited their website. You have to go much deeper to work out how every action is contributing to new business and client retention. Keep doing what works and stop what isn’t.
What do you think? Have you put a measurable plan in place to take your business to another level in 2015? How are you going to create brand awareness, generate leads and increase loyalty of your current client base? Leave your comments or questions in the box below.