It’s a fact—content marketing is far more than just a buzzword or fad. It has developed into one of the most important and critical elements in the strategic marketing plans of many of today’s top businesses, and it’s here to stick around. Whether you’re a large real estate brokerage or a single agent, it’s one of the most powerful tools available for connecting with clients through the Internet.
Good content, however, is nothing if it’s not reaching your clients. For this reason, content marketing and social media should go hand-in-hand. Although these two ideas have been tossed around interchangeably in the past, they are actually quite different. The best way to think about their relationship is that content is needed to drive social media. A strong content marketing strategy is the fuel behind a successful social media campaign; you really can’t have one without the other.
If you’re not currently employing a content marketing and social media strategy, we encourage you to rethink your approach to marketing in 2015 to intensify your focus on offering magnetic content that will naturally keep your clients engaged, rather than relying solely on traditional hard sell tactics. Think pull vs. push.
Here are 5 reasons why you shouldn’t ignore content marketing and social media in the new year:
Content marketing converts customers while you’re sleeping.
As a real estate professional, there are only so many hours in the day that you can reach out to prospects and clients. However, prospect-focused content is a sales pitch that keeps on talking long after you’ve left the office for the day and turned your cell phone on silent.
Content marketing pieces such as blog posts, YouTube videos, viral news articles, newsletters, and agent-branded magazines can deliver value long after they’ve been published. And, with the right promotion via social media, they can win you clients in your sleep.
Content marketing runs circles around local print advertising.
Running an ad in the local paper simply can’t compare to the reach of content marketing when paired with social media. If your content is useful, interesting, and engaging, you can consistently pull viewers from around the globe. This ability for digital content to be available to so many people at the same time opens a plethora of opportunities for you to draw people into your message.
If you do decide to maintain your local print advertising campaigns, be sure they are also offered digitally and are partnered with a distribution strategy that includes social media.
Content marketing reaches your target market easier.
When you send a “Just Listed” postcard to homeowners in the neighborhood where you’ve landed a new listing, you’re hoping to capture one or two prospects that may be interested in also listing their home. However, a person who types “tips for selling a home in Summerville” into the search bar is looking, most likely, to sell their home.
When you choose to add strong digital content to your marketing arsenal, you’ll find that attracting people who want or need your services becomes much easier.
Content marketing builds brand awareness.
Let’s say that the person searching for tips on selling their Summerville home decides they’re just not ready to take the leap yet—all is not lost. A good content marketing and social media strategy positions you, and your brand, in front of thousands; it builds your brand awareness and establishes you as a thought leader in the industry.
Although the prospect may not contact you the very first time they read your blog or receive your newsletter or magazine, you’re planting the seed that you’re the expert and you’re accessible to them when they’re ready to take the next steps. If you need more proof, according to the Custom Content Council, 61 percent of people are more likely to buy from a company that delivers custom content!
Content marketing is the preferred way to reach millennials.
It’s estimated that millennials will make up more than 40 percent of the real estate market in 2015. How are you planning on reaching them? Traditional outbound marketing tactics simply don’t work on millennials anymore. You’re going to need to meet them where they are, and that’s online.
A well thought-out content marketing and social media strategy can help you stay in front of this very important segment of home buyers and sellers. Keep in mind, however, that the majority of their communications are on their smart phones. Make sure your content strategy is mobile-friendly to stay top-of-mind with this crowd.
Position yourself to grow your business through content marketing and social media in 2015.
If you haven’t already guessed, we’re big believers in content marketing and social media as part of any company’s marketing strategy. That’s why we’re excited to announce our new social media compliment to American Lifestyle magazine, which will allow you to easily integrate your custom-branded content with your social media campaigns.