Do you have a social media marketing strategy? If you do not, but if you’re active personally on social sites, you probably aren’t anti-social. However, you are throwing away a whole lot of potential commission income. If you’re not doing any business posting on social sites, you’re business anti-social.
Oh, so you are posting about your business on Facebook? Great, but where are you posting on that site? If it’s in your personal profile, it’s kind of like getting together with friends to watch a ball game and giving them a presentation on local market conditions during halftime. That’s not a social media marketing strategy. It’s also not much fun for your friends, so you may find your game group getting smaller over time.
So, what is a social media marketing strategy?
Consider social media marketing to be an extension of your website and blogging activities. Maybe a better word is “leverage” rather than an extension. If you’re checking out our articles about your website content and lead generation, you’re aware of the value of original, helpful and informative content with strong calls-to-action.
If you’re using content best practices, you’re enjoying great site and blog traffic lead generation. However, if that’s where you stop with the use of that content, you’re leaving money on the table. Leveraging that content through headlining it in social site postings is smart “remarketing” of work you’ve already done.
Consider a social media marketing strategy to be re-use of good content in a way that delivers social site users to your original content and calls-to-action. You start with effective content that works, and you strategically place it on social sites in ways that grab interest and clicks back to your website or blog.
Rule #1: Effective Social Media Marketing Isn't Copy-Paste
Sorry, it’s not going to be effective if you just copy the title of a blog post or article, paste it into the social timeline and say something like “Check out my new blog post.” Sometimes the title is a good social headline, but definitely not always. And the lame “check out my…” stuff just isn’t going to grab anyone’s interest.
While your website/blog is the destination, the social site post is the billboard with directions. As simple as a mouse-click seems, you’re asking for someone to take a journey to your content. They’re far more likely to do so if you give them a hint as to something at the destination that they need or desire, and it’s just a click away.
Rule #2: Separate Personal from Business
Remember that ball game. Don’t mess up halftime on Facebook with a business presentation. Don’t interrupt personal chat on Twitter with posts about title insurance. This is an easier rule to follow with LinkedIn, as it’s a business oriented site anyway. However, Pinterest is more like Facebook, so keep that in mind.
Create a Business page on Facebook, a separate business-oriented Twitter account and Pinterest board(s) just for business stuff. This way you’re allowing other site members to pick and choose the content that is of interest to them, instead of just cutting you out of their group because you’re mixing up your goals.
Rule #3: The Site Determines the Strategy
Every social site is different, with different interactions between users and an overall theme or reason for existence. You can implement a successful social media marketing strategy with pretty much the same title/content for every site. Of course, Twitter shortens somewhat how much you can say, but you can still just repeat across all of the sites.
However, your headline and summary, if the same across all of the sites, will work on some and not so well on others. Let’s look at some basic differences and how to adapt to them.
Facebook is the ultimate social site, a lot of personal interaction, and it’s mostly about people, what they’re doing and exchanging of information, photos and video. The first thing to do is to create a Facebook business page for your business posting.
Sure, you can high-five yourself on a closing on your personal profile, as your family and friends will be happy to hear about it. However, pretty much everything else should go on your business page. If your website article or blog post title is catchy, you may just use it for your Facebook post title. However, if it needs some work to grab attention, think of it as a headline. So, “The Importance of Lien Releases in a Home Remodel” may need to be something like “Don’t Pay Contractors Twice Just to Get Your Home Sold!”
Then write a short summary or excerpt to tease them with info. Maybe, “Don’t be surprised after you have a contract to sell your home by finding liens against it for thousands of dollars.” You’ll get some clicks through to your article.
The shorter length of Tweets means that they’re pretty much just a headline. That’s OK, but make it a good one. The Facebook headline example above could be just fine, as it talks about threats to people’s money. That usually gets some attention.
Actually, some posts may not be perfect for this mostly business-to-business site, but you never know. So, post everything here as well, but you want to tailor your headline to possibly interest another professional in a real estate related field. It could be an attorney, title company employee, home inspector, insurance agent or another real estate agent.
Google+ isn’t as widely used as the other sites, but it does have value in our business. In fact, you have choices, and can build two business presences as your social media marketing strategy.
The Google+ Business Profile
This is a standard account where you would do pretty much the same as you would for the other social sites. Post your title headlines, images, video and other content designed to drive traffic to your website/blog. Over time, if your stuff is interesting, you’ll build followers over time.
The Google+ Community
This is a different approach, and perfect for real estate. Real estate is local, so a Google+ Community for the local market area is a perfect fit. People must join the community, but then they can participate by commenting and posting their own content. You’ll need to be careful to monitor it and set rules to prohibit or limit advertising though.
The community approach invites others to participate. As they do, they’re creating content for you, and you can communicate directly with members. It’s a great way to network online, and to post content of interest to residents and people interested in becoming residents of the area.
Pinterest & Instagram:
These are visual content oriented, with images being the draw for people. So, you want to post at these sites if your content has compelling images. It’s a good place to put headlines and links back to content with lots of photos or video, such as your new listings.
Get Started IF You Have Good Destinations
You only want to put this social media marketing strategy into play if you have compelling content and effective calls-to-action for lead generation on your site. Get your site ready, or you’re wasting your efforts on increasing the traffic.