Companies would not survive if they didn’t market themselves. In today’s marketplace that is impossible to do without incorporating a digital strategy. Some components that must be considered are website development, search engine optimization (SEO), pay-per-click, email marketing and social media marketing.
There are many advantages of utilizing social media for promoting your business. It is a fast way to spread your message, it can increase your SEO, and it is a direct link to your customers. (https://www.reliablesoft.net/difference-between-digital-marketing-and-social-media/, 2013)
All that sounds great but how do you know as a business owner where to focus your efforts. You obviously can’t be active on all platforms. It is important to choose a site where your customers are so that you can inform, interact and engage with them. (http://blog.wishpond.com/post/72672192941/social-media-marketing-which-platform-is-right-for, n.d.)
As a real estate agent your main goals are brand awareness, lead generation and promotion of available properties. Sure, you could create Pinterest boards to promote your listings or tweet out open house addresses but you will get the most bang for your buck by being active on Facebook. Facebook has many advantages. It is among the most popular social networks and is a relatively low cost way to market your business, share industry information, build brand awareness and interact with your existing clients.
You could easily set up a personal profile or a business page and get started. However, as a savvy business professional it is worth your while to create a smart marketing posting plan and keep several facts in mind.
· Follow the 80/20 rule. 80% of your posts should be social and only 20% should pertain to business. (http://blog.hubspot.com/marketing/dos-donts-facebook-business-infographic, n.d.) Constantly posting promotions or business related material could alienate your clients and force them to “unfriend” or “dislike” your business page.
· Remember that engagement on Facebook is crucial. Make sure to respond to any feedback, be in negative or positive in a timely manner. You don’t want all post to be automated and need to make sure that your “friends” and “fans” realize that there is a real person behind that blue and white screen.
· Keep your posts short. Posts with 80 characters receive 66% more engagement (likes and comments) than longer wordy ones. (http://blog.hubspot.com/marketing/dos-donts-facebook-business-infographic, n.d.)
· Facebook posts with a photo generate 120% more engagement than simple text. (http://www.fastcompany.com/3022301/work-smart/7-powerful-facebook-statistics-you-should-know-about, 2013)
· Use emoticons. Emoticons make a big difference to your engagement rates. Not only do posts with emoticons get 33% more comments, they also get shared 33% more often. As well, they get liked 57% more often than posts that don’t include them. (https://blog.bufferapp.com/7-facebook-stats-you-should-know-for-a-more-engaging-page, 2013)
· Think about when you are posting. Thursdays and Fridays will yield an increased engagement of 18% over other days in the week. (http://www.fastcompany.com/3022301/work-smart/7-powerful-facebook-statistics-you-should-know-about, 2013) Make sure to use analytic tools to measure your posts and their activity. Consider all variables and react accordingly. You could be posting relevant, interesting and informative content at the wrong times.
Utilizing Facebook by following posting guidelines can help grow your business. Invest your time and efforts accordingly. You won’t get the desired results if you don’t actively seek interesting content and tend to your page and profile regularly. Let Facebook paint a picture of who you are, what your brand is about and how you can help your customer’s with all their real estate needs.