Social media and content marketing go hand in hand. Here are some tips on how to effectively market your content on the world’s top 3 social networks:
Content Marketing On Facebook
Facebook is the most widely used social network in the world, with over 1.23 billion active users. Of all the social networks, Facebook has the most diverse user base and is the place where you’re most likely to make a connection with your potential audience, whoever they may be.
Facebook advertising allows you to filter by location, age, gender, likes and other criteria to zone in on very niche groups and deliver ultra specific messaging to help you reach your objectives.
For example, say that you want to share an ebook that you wrote on the local real estate market with prospective buyers in the area to help drive qualified leads. Using Facebook’s filtering options, you could show your ad to people within the ages of 30 – 45 within 15 miles of your zip code who “like” and/or follow other local real estate agencies (meaning that they’re likely on the market). Having this option to customize your audience is a hugely effective tool in sharing your best content.
Another powerful place to share content is in Facebook groups. There’s two ways to go about this: participate in relevant groups or start your own.
For option 1, search for groups on Facebook where your target audience is likely to spend their time. This could be groups targeted to your location (like “Brisbane Professionals”) or to real estate specifically (like “Brisbane Real Estate Enthusiasts”). Become an active member of the community, bring value to the community and share helpful content that will help drive business.
You can also start a group of your own, like “Ask A Brisbane Real Estate Agent” and then run a “like” campaign to drive qualified leads to the group (see our Guide To Facebook Ads for more tips on how to effectively run a “like” campaign). Once you have a following, your Facebook group is an excellent forum for sharing content, establishing yourself as an expert in the real estate market and, ultimately, increasing your sales.
Content Marketing On Twitter
Twitter is also an incredibly popular social network, with over 310 million active users. Twitter is a “social networking and microblogging service”, and all posts on Twitter are limited to 140 characters.
Twitter is a great tool for building a personal brand, but with the 140 character limitation, you have to be creative with your content marketing efforts.
Generate content ideas
Twitter is one of the best places to look for fresh topic ideas if you’re feeling stuck for content. By paying attention to what your network is tweeting about, you can create content that adds value to the community.
Pay attention to what your audience is asking on Twitter. Do they questions on the current mortgage market? Consider writing a report on the state of mortgages in Australia and what they can expect in upcoming years. Are they completely stumped with how to use a new real estate search engine? Write a tutorial.
Monitoring Twitter will give you ideas for content that your audience wants and needs.
Because of the character limitation, it’s impossible to share any substantial content; your best bet is going to be to tweet a link to your website, Facebook or wherever the content is being hosted. But links alone can easily use over 140 characters.
When you’re sharing a link on Twitter, use bit.ly. Bit.ly is a URL shortening tool that allows you to shorten your links to a Twitter acceptable length. It also allows you to track your links and gives you great data on how each link is performing.
So, for example, maybe you want to split test 2 pieces of content on Twitter. By creating bit.ly links for each piece of content, you can measure how much content is coming from each of the links and which is getting more clicks.
Content Marketing On LinkedIn
LinkedIn is the go-to social network for professionals, with over 433 million members. LinkedIn is an excellent tool for connecting with other real estate professionals, driving referrals and establishing yourself as a subject matter expert within your market.
Post status updates, and post them often
With LinkedIn, one of the best ways to share your content and stay top of mind with your audience is by posting status updates often. Unlike Facebook and Twitter, LinkedIn still has a significant organic reach, which means you don’t have to pay for posts to get in front of your network.
Posting frequent status updates will also help you increase your reach on LinkedIn and reach more potential connections. When someone in your network likes your status update, it’s then shared with their entire network.
When drafting status updates, it’s important to keep in mind that LinkedIn is a professional network; this isn’t the place to share about what you had for lunch or a personal vacation. To successfully leverage status updates in your content marketing efforts, always be thinking of how you can add value to the community, both through your own content (like market reports) and through other helpful information (like relevant news articles or referrals to reputable print and graphic design partners in the real estate industry).
You’ll also want to be mindful of keeping a balance between sharing your own content and sharing other valuable content. No one likes a spammer, and if you consistently blast out your own content (especially content that’s overly sales oriented), you’re going to lose connections.
For more information on how to effectively use social media, be sure to check out our post on 6 New Social Media Tips for Real Estate Agents.
At Rogue Print and Mail, we understand the real estate industry. Our proven track record of delivering the highest quality print services to real estate professionals speaks for itself. With fast turnaround times, real-estate specific templates and designs and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for real estate professionals across Australia.
I sincerely hope that you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at firstname.lastname@example.org to arrange an obligation free 10 minute discussion with a member of our expert team.