Social Media and the Rise of Engagement Marketing

Without question, social media is here to stay.

Like it or loathe it, billions (yes, billions with a “B”) of people are browsing content on Facebook, Instagram and YouTube every month.

It’s not a question of “is your company advertising on these social media sites”, the question now is “how much time are you dedicating to these sites to stand out from your competitors”?

If your brand does not have a presence on these sites

  • Step 1 – Stop reading this right now.
  • Step 2 – Check the date, ensure you’re with the rest of us in 2018/19
  • Step 3 – Ask yourself “do I want to take a good hard look at my business and make changes that may help it grow”?
  • Step 4 – Either A) set up accounts with Facebook, Twitter, Instagram and YouTube yourself or B) get someone to help you with this

Interesting Stat: As of June 2018, Facebook had 1.47 billion daily active users and 2.23 billion monthly active users. (Facebook, 2018) 

Let’s Talk Money 

The ROI (return on investment) for social media is a clear winner compared to traditional forms of advertising such as print and leaflet distribution.

The costs for producing, storing, delivering, and the final distribution of paper products begins to add up making printing very costly. There are even more costs when you think of distinct paper types, compatible inks, and even distinct printing techniques.

Print advertising, while still very important and when used in combination with other forms of marketing, has lost its edge. The digital age has replaced paper by simply being more convenient and more engaging.

Budgeting for a leaflet distribution or direct mail campaign will typically cost several thousand dollars (or pounds in the UK) while social media can be set up in a day and advertised to tens of thousands of targeted potential clients within hours and for a tiny fraction of the cost.

Social media has won the game whether you like it or not.

Interesting Stat: 2 million business are said to use Facebook for advertising in 2018. (Hootsuite, 2018)

Let’s Talk Potential

If you could think of your ideal clientele for a moment:

  • What area would they live in?
  • What would they likely be interested in? (EG yachts, private jets, travelling, etc.)
  • What type of clothing do they prefer?
  • What do they do for work?
  • What is their income?

You can target these, and many more fields with advertising on social networks. Your cost of advertising has dramatically decreased as you are now targeting people who:

  1. Can afford your product/service
  2. Live in an area that fits well with your product/service
  3. Is interested in your product/service or something compatible

If we look at Facebook for example, you can send an advert to these people right now for very little spending.

Interesting Stat: As of June 2018, Facebook had 1.47 billion daily active users and 2.23 billion monthly active users. (Facebook, 2018)

Your website, social media campaigns, print marketing and email marketing should all be coordinated to make your online marketing as effective as possible.

Getting Started

If you aren’t set up, get on it!

Make sure you set your social media settings correctly to save time in the future. For real estate and property related posts, focus primarily on Facebook, Twitter, Instagram and LinkedIn. There are a lot of tools out there like Hootsuite or Buffer to help you schedule posts for the whole week. Take an hour or two and create content for the week in advance.

Pro Advice: Quality is super important, however, if you find that you don’t have any posts, get something up. Don’t worry to much in the early stages about likes and shares. You want to get comfortable with posting as a first step.

If you’re already set up on social media, great!

It’s time to set a bit of time each day to post something interesting. This could be your blog posts, a new property that looks amazing, videos of a new house you want to show off, or even a selfie video talking about the market and your thoughts. Use your time effectively and add some money to boast your posts to reach a wider audience.

Pro Advice: If you find that you’re posting with very little engagement, try changing up the message or asking friends to critique your social media. It might be that your posts are too salesy or boring. It could also be a bad picture or no picture at all.

Another thing to keep in mind that is very important, you cannot make everyone happy. Some people will not appreciate your social media posts and some people will love them. Have fun, keep it professional and make regular posts to engage people, it’s truly what your ideal clients are looking for.

Don’t Have Time for Any of This?

The simple truth about having your estate agency on social media is that you either need time or money to have an effective presence. Posting once is a good start but these posts are date stamped and will ultimately show your lack of attention instead of a boast in popularity.

Another choice is to hire a social media manager to effectively post on your company’s behalf. When it comes to top social media management companies Estata Marketing ensures the content it puts out matches your brand and delivers quality reports every week on your top social media engagements. This email holds Estata Marketing accountable and makes sure you know how many posts are being delivered each week.

Final Thought: Have fun with social media. Whether you post for yourself or get a professional social media manager to post for your business, the main thing to remember is to keep the content engaging and exciting while telling your business’s brand with story telling. Try posting at different times of the day and with video, text or photos to see what works well and if you find yourself overwhelmed, consult an expert to get you started or analyse your progress.

By |2018-11-21T01:14:56+00:00November 21st, 2018|Graphic Design, Photography, SEO, Social Media Management|0 Comments