Need convincing that all the time and effort you pour into social media is actually helping your business? What if you could significantly increase your engagement with just a few tweaks of your strategy? Here are five keys to improving social media marketing and increasing audience engagement.
#1- It’s not about you!
A common mistake that real estate professionals make is thinking that social media is designed to promote them, but their audience doesn’t want to hear about them. Clients want see content that is focused on helping them solve a problem, learn something new or be entertained. So, the first step to transforming your social media strategy is to identify key characteristics of your target audience.
But how do you figure out what your audience is interested in? Start with listening. In his book “To Sell is Human” Daniel Pink discusses how important it is for modern day marketers to understand how to move others. He says “the ability to move people now depends on your understanding another person’s perspective, getting inside his head, and seeing the world through his eyes.”
Start by monitoring social media channels and listening to what your target audience is discussing. There are plenty of platforms that can help you do this more efficiently (TweetDeck, HootSuite, etc.). What common characteristics do you see among your target audience? Is the common thread related to the type of business they own or their location? These are the characteristics that you can use later to really improve the engagement of your social media efforts.
#2 – Create & curate valuable content!
Now that you have a better idea of your audience’s interests, start finding and creating content that they value. Content creation is producing original content (like this blog post) to meet a specific need of your audience. Content curation is identifying other content (articles, blogs, news updates) on the internet and re-posting it on your social media feed. Obviously, creating your own unique content takes more time and energy but only posting information others produce will not be valued as much by your audience. So, find a happy medium that works for you. But most importantly remember to stay focused on solving the needs of your audience.
#3 – Pick the right channels!
Social media is not a one size fits all marketing channel. Some platforms are specifically designed for end consumers (Pintrest), some for business to business (LinkedIn) and some for both (Twitter). So, think about who your audience is and don’t make the mistake of promoting your content on the wrong platform. It will cost you time and make you look blind to your audience.
#4 – Promote your content wisely!
Now that you have some valuable content you need to promote it properly. Don’t just post generic links to your content. Add value to the process by writing updates that are designed to entice and engage your audience. Yes, it takes time to write a custom blurb when you are curating content but it helps you to stand out.
Don’t post all your content at once. Nothing is more annoying than having someone flood your social media stream with 15 new updates at a time. Spread them out. And target different social media channels at different times. LinkedIn is most active in the middle of the business day while Facebook is busiest in the evening. It doesn’t do you much good to post your awesome content when no one is actually on the platform.
#5 – Look at the data!
Perhaps the most important step of all is to not just blindly blast your content across social media platforms but to also monitor the results as you go. This allows you to make changes to your content, channels and overall strategy as you progress. After all, you would never dream of flying a plane without gauges to monitor your speed, altitude and other data points. There are plenty of low cost apps you can connect your social media account to that will provide you with real-time information on your activities.
Social media is a powerful tool in the real estate marketer’s toolbox. But it is only helpful is you use it wisely. Be sure to let us know how you have used social media to engage with your audience.