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 You could quickly shatter your customer’s perceptions of your abilities if your information is outdated.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.