Social Media has become a huge part of marketing for all businesses and especially as more larger agencies move over to platforms such as LinkedIn and Twitter – it is essential to not get left behind. However, repetitive posts and spamming property listings can actually hurt your brand and will turn people off your content. There are some important steps to follow which can ensure that your agency is using social media effectively and it is helping you to secure more deals!
Setting Goals! 🎯
All content posted through social media should relate clearly to your business goal. Therefore, setting clear goals and objectives for your content marketing is essential to for putting out content that is relevant and gets the response you want.
A key part of setting goals is working out your intended audience. Your posts should target either specific buyer personas or build brand image by appealing to the section of the market you want to attract. Build this profile before posting any content.
When your audience is clearly defined, the correct social media channels can be selected for content. This is important for making sure that your posts are being seen by the right people and your budget is being used in the most effective way. The primary social media networks are Facebook, LinkedIn, Twitter and Instagram – however there are a number of other platforms that may also be effective for connections in the CRE space.
You must also set your primary goal for what you hope to achieve by reaching out to this audience. Are you attempting to generate leads or specifically attempting to build your brand? This is also important when deciding what forms of social media you will be using to release your content.
Using the Right Tools! 🛠
Posting manually to social media daily can be time consuming and highly inefficient. To avoid wasting all that time, there are thousands of powerful tools out there that allow you to leverage time and get more from your accounts. Additionally, social media tools can be expensive so it is important to only select the tools which provide you with the value you need at the right price. Your tools should reduce time spend managing socials, improve your reach and provide analytics/insights. There are a few specific tools that can be great for these purposes which are covered below:
- Hubspot: Hubspot can be great time-saving tool which provides huge functionality for marketing and other tools. This includes a detailed content marketing calendar with many features including directly posting content to all social media channels simultaneously
- Mention: Mention is a great tool for connecting with those already speaking about you. With competitive review tools, influencer search, and automated reporting, this is a powerful tool for large scale social activity is useful for larger CRE agencies.
- Buffer: Buffer is a great budget option at only $10 per month and is a great place to get started if your agency wants to test utilising social media tools. This provides access to automatic scheduling tools and is designed to be extremely user friendly with widgets that can be accessed directly from your social media pages.
Analysis & Metrics 📊
Analysing the reception and impression that your content has had is essential to planning your next steps in social media and understanding what works best for your agency. Regularly checking the correlation of your social media activity against your inbound leads can be a great way to work out what is most effective for your intended audience. Social media interfaces such as Hubspot have analytics built in which will display many key trackers such as the clickthrough rate, impressions and interactions.
If your business is not already utilising social media tools (or they are not giving you the results you were hoping for), you may want to adjust your current approach based on the recommendations above.
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