Unless you have an entire marketing team, getting the most bang for your digital buck is important. Founder of marketing consultancy Chronicle Republic, Tiffany Wilson, provides some tips on how agents can maximise their marketing investment.
Digital marketing is a wide field. There are endless channels you can make use of and different strategies you can employ. With this in mind, how do you find the right one for you?
“Most agents I speak to ultimately want leads, i.e. business coming in the door, from their marketing efforts. There are several ways that agents can generate leads from digital marketing. However, lead generation doesn’t always eventuate to winning the business,” Ms Wilson said.
One of the main benefits of digital marketing is being able to build your reputation. Social media, in particular, gives clients a chance to see the human side of your brand, which can prompt them to choose you over a competitor when they’re ready to list.
But with so many options of how to start this relationship with your clients, where should you even begin? Before you select the strategy, you need to decide how much time you have to dedicate to digital marketing.
“Creating valuable content on a regular basis is very labour intensive. In addition, you then need to track and analyse the results of your efforts as well as keep on top of the latest trends and changes in the digital space,” Ms Wilson said.
“One small change to a social media algorithm could have you doing detriment to your strategy.”
Instead of trying to connect with your audience across all platforms, agents who are time poor would be better off selecting the best platforms to suit their strategy and focusing all their efforts there.
Mastering one platform, engaging with your clients and delivering quality content will benefit you more than a spotty presence on all platforms.
“Do your research and find out where your target audience spends their time and what format will have the most impact on them. Maybe it’s Facebook or Instagram, maybe it’s YouTube or maybe it’s a weekly email or blog. Agents shouldn’t feel like they must be active on every digital channel as this often translates to time and money wasted,” Ms Wilson said.