Seriously, understanding human behavior, or more specifically your audience’s content consumption habits, is key to creating consistent quality content that will keep your current clients, prospects and brand ambassadors engaged. We know you’ve already clearly identified your audience and we know you’re totally committed to producing really great organic content for your social posts, blogs, email campaigns, newsletters, videos, white papers, articles or other information but really identifying how your audience is consuming that information is key to your integrated marketing campaigns and efforts being effective. We don’t want you to just feel like a hamster spinning on a wheel after all! We often refer to ourselves as ‘Professional Spaghetti Throwers’ because we are constantly throwing spaghetti against the wall and quantifying what is sticking, what isn’t, what we should shelf, trash or invest more time, money and energy into. We do this within our own business and for all of our clients every day, every week, every month…it is SO important to really understand which efforts are creating a positive ROI – makes sense, right?
We often get that glazed over eye, deer in the headlights, reaction when first discussing social media campaigns with prospective clients or when giving a presentation or workshop because so many of you feel overwhelmed enough already with the amount of work it takes to run your business and the thought of adding social media with all those different platforms can make your head spin. But, it is often not as complex as most think. No, really. Oftentimes, it’s really a matter of identifying which platforms make the most sense for your business to reach your audience.
As an example…
Let’s say you’re a realtor. You’re going to want to have a professional logo and a solid web presence that clearly represents your differentiator and unique value proposition, a Facebook page, a comprehensive personal LinkedIn profile and a company profile. All of these will of course be streamlined with a clean consistent style and with tons of relevant engaging content. Are you still with us? Once you’ve mastered these basics, which we’ll refer to here as the super important foundation, (which is often the hardest part to build) the rest is fun! …Well, for us it’s fun, let’s just hope it’s not painful for you! Now you’re ready to add some more floors to that solid foundation.
Instagram: What about Instagram? We’re guessing you’ve got some pretty nice listings and/or you’ve sold some pretty nice properties to some happy clients? Take pictures when you’re working and post away! You’ll need to continue to follow a fairly consistent style or theme. Here are some great tips!
Snapchat: Okay, we know your 13 year old uses Snapchat – you must be thinking we’re crazy. Why on earth would we be suggesting you should use it for your business? Here’s an eye-opening article by Gary Vaynerchuk that’ll back up our suggestion and prove that we’re not going cuckoo! It all goes back to understanding your audience, so this platform may or may not be a good idea. If you’re selling some stylish condos in an highly sought after area that is super popular to 20 and 30 somethings, Snapchat is a great idea, but if you’re selling retirement properties…probably not so much!
Pinterest: Women are BIG decision makers and major players in the consumer real estate market so chances are Pinterest is a no brainer for the realtors out there. Here is a great article that talks specifically to that.
We didn’t touch on video in this blog but let’s just say if content is king then video content is the king’s KING! Video is consumed more and more and if done right, you can’t go wrong with video content.
We’ll be following up next week with a very beefy blog all about video content and best practices for using it in your integrated marketing strategy. Until then, happy content creating!
