A
digital marketing strategy is essential to ensure a thriving business within
todays technological society. As with other aspects of traditional
marketing, research and planning are crucial to any successful plan. The
marketer must be aware of the key players and have a clear vision for the
desired results. The environment, business, customers and competitors
must all be explored and understood in order to implement the most successful
campaigns. (Stokes, 2013)
Most plans are
comprised of different methods that attempt to carry forth a similar branded
message, essentially the "end goal". The means in which these are
achieved are through websites, SEO, online advertising, video marketing and
social media.
Social media
marketing (SMM) is a form of Internet marketing that utilizes social networking
websites like Twitter, Facebook, Linkedin and Pinterest as a marketing tool. (http://whatis.techtarget.com/definition/social-media-marketing-SMM
n.d) These sites are penetrating into all aspects of society and have recently
gained such momentum that it is almost unheard of not to have any online
footprints.
Although social
media may appear more fly by the seat of your pants the truth is it shouldn't
be. Social media is your voice to promote who you are and how you appear
to your customers. It is your platform to tell a story about who you are
and what you believe.
You may be
wondering how a social media plan would benefit you as a real estate agent.
Typically agents use social media for lead generation, to acquire market
knowledge, to build goodwill and promote listings and open houses, and general
self promotion. (Van Steenwyk, 2014)
A good social media
marketing plan will ensure that you portray yourself positively online. Spend
time determining which sites are right for you, Think about how you can connect
with your target audience mainly your clients.
Determine which sites can best express your intended message and help
you represent your brand. Communication
on Facebook, Twitter, Linkedin and Pinterest will have a different look and
feel.
One thing that
should be consistent is your profile.
Keep profile photos, logos and contact information harmonious. Take time to carefully craft your image and
remember to update and check it regularly.
You could quickly shatter your customer’s perceptions of your abilities
if your information is outdated.
Maintain a regular
presence online. Create a plan for what
content you want to share. Mix it
up. Post photos, quotes, and market
information that will intrigue and engage your followers and “friends”. Careful consideration should be put into what
and when you are posting.
Most importantly
use analytics to measure the success of your efforts and implement changes and
revisions as needed.
Remember the idea is to build
confidence among your customers that you are aware of the market and capable to
handle their largest asset. That is no easy feat but luckily there are
many tools at your disposal that will help you achieve your goals.
