Comprehensive Guide To Planning Your Real Estate Social Media Strategy: Part 5/5
Finding and Working With Influencers
The term “influencer” is starting to creep into all aspects of the web. Influencers are like shapeshifter, you never really know what they are going to look like because they are so different for each industry. Influencers mean different things to different brands and behave in ways that are unique to the goals and ambitions of each individual brand. Here is my take on how you find the right influencer to promote your unique real estate niche.
How do you find the right social media influencers? Consider these three r’s on influence:
Relevance: Is the influencer building an audience and disseminating content that is relevant to your business, industry and desired audience?
Reach: How powerful and deep is the engagement that influencer’s audience can offer? Is their audience highly interactive or just a sea of bright-faced spectators?
Resonance: How deep a connection can you build with the audience of this influencer and how interactive is their audience?
Once you have set your marketing goals for the next year, if you are serious about influencers frontlining your social media strategy I suggest you start by carefully answering these musings with high quality answers:
- Who will be on your list of influencers?
- What do you want from each influencer (after nurturing the relationship for X number of months)?
- How will you define the quid pro quo for each influencer and their audience?
- Will you recruit influencers to participate in content that you share or cross-post on your own channels?
- Who are you trying to influence (be very specific) and what are you trying to influence them to do (again, be very specific)?
WARNING: Size doesn’t always count. A huge following is meaningless without evidence that those followers are paying attention, and a smaller follower count can be very powerful if it’s a niche area and the potential influencer is a recognized leader.
Most marketing campaigns have a definitive stop and start attribute to them and it is the role of your social media campaigns to fill in those gaps between campaigns, events, product pushes, and larger scale market outreaches.
Social media fills those gaps with meaningful, fruitful conversation about your brand. Traditional and social media marketing are truly complementary. As you fill up your marketing calendar for the next year with traditional marketing milestones, it is your social media campaigns that will fill in those gaps between each milestone.
This post is part of a 5-part series. If you want to read the entire series, just click on the next post in the series!