It is no secret that social media advertising has become one of the go-to marketing tactics for real estate agents. Compared to traditional forms of advertising, which often require large budgets and dedicated teams of advertisers, social media is simple and easy enough to be done by single individuals.
At least, it would seem that way on paper.
In reality, as countless real estate agents have discovered, successful social media advertising requires dedication, planning, trial and error and even some luck.In reality, as countless real estate agents have discovered, successful social media advertising requires dedication, planning, trial and error and even some luck.Click To Tweet
If it was as easy as everyone thinks initially, it would be simple to find excellent examples of all businesses drastically increasing their sales alone.
That does not mean, however, that a good social media campaign, whether it is paid or organic, has to be difficult. In fact, there are a number of small marketing tactics you can integrate into an existing or new campaign that don’t require a lot of funds, time or effort. Instead, most of these tactics require a little bit of smart decision making and strategy ahead of time.
Research User Interests
What keeps people coming back to social media platforms like Facebook and Twitter? Outside of the lack of other things to do, it is interesting content that pulls our attention.
In other words, people and companies that post content that is useful, interesting or otherwise engaging are successful more often than not.
As a result, many content marketers and social media experts proclaim you only need to post “interesting content” to be successful.
Unfortunately, it is difficult to know what counts as interesting.
To answer this question, you have to think about and research the interests of your intended audience. Since you cannot reach everyone who uses social media websites, you must be selective with your target audience in terms of who is in it. Once you have this audience in mind, the actual research can begin.
Think about what keeps people in the target audience coming back for more on similar websites or social media profiles. Determining and identifying their interests will give you a direction on the type of content you can post to keep people coming back and to create a community around your business and brand.
One of the most simple tactics to a good social media campaign is frequency.
Finding the right amount to post on a daily or weekly basis will allow you to keep the content fresh without overdoing it. While the exact golden posting frequency will depend on your particular audience, research does have a few suggestions.
Posting once a day is seen as being more effective than sparsely posting throughout the week.
It is also more desirable and engaging compared to posting more than once a day.
A daily posting schedule, for example, gives audiences just enough to find something unique without bombarding them with new content.
When you are creating your social media content, a regular posting schedule will also give you more structure to use. Being able to plan out each message or post gives you time to think ahead and plan for the future well in advance.
Hashtags have become one of the most useful ways to push content out to new users through social media.
Compared to paid advertising through these platforms, a simple hashtag allows you to share information and content to people not directly connected to your profile for free.
Unfortunately, the popular use of hashtags has also created some challenges.
- First and foremost, marketers and small business owners tend to abuse the use of hashtags by posting unrelated things to specific tags.
- Second, the sheer amount of hashtags can be overwhelming. If your followers or new potential clients see your business tends to post without much discretion on what the hashtag actually is, they are likely to be turned off by the messaging altogether.
The successful use of a hashtag requires a bit of balance. You must make sure the hashtag is appropriate or relatable to your business.
There is no greater social media turn off than seeing a business try too hard to stay relevant regardless of the context. Do some research ahead of time as hashtags begin to trend to see how popular they are, what they are about, what other types of businesses or individuals are posting, etc.
Enhance Your Posts with Visuals
While social media is primarily textual for most platforms, there is a distinct advantage to use visuals like images and videos in addition to text.
Some sites, like Instagram, have built their entire success on the effect visuals have on the human mind. The old adage that “a picture is worth a thousand words” actually holds true when you look at how people respond to visual information compared to reading textual content.
The trick with successful visuals is to choose something that is related to your business and what it sells. The presentation of the visual is also important. Randomly posting pictures that seemingly have no connection to you and your business is not a recipe for success.
Instead, choose images that create a narrative around your business. How you are growing your business, the daily events and activities in the business and its history can all be things you share in this narrative, visual style.
Make Strategic Choices
Finally, the best tactic to increase your social media engagement and performance is to think strategically.
It is easy to assume that successful social media use is not a calculated thing. Thinking about why you make your social media choices, however, allows you to assess the performance of your social media marketing from the very start.
In other words, if your social media campaign and tactics are not generating the numbers you are expecting, you may want to try something new. Companies that really spend time monitoring campaign performance, thinking about the purpose of the messaging itself, increase their odds of success.