Comprehensive Guide To Planning Your Real Estate Social Media Strategy: Part 3/4
What is your compelling content tilt?
The brands with the strongest following have built their success on a strong foundation of nichism. In a world of 7 billion, you are likely not the first person to do what you are doing but you can still be the very first person to do it just the way you do it and talk about it just a little differently. Now, I am not talking about your competitive advantage or your USP, I am talking about how you are going to take a unique writing approach to a subject that everyone in your industry is already writing about in much the same way.
You need to offer your audience a refreshing voice in your industry. How do you find your voice and your content tilt? Why, with brainstorming of course! Here are some questions to rev up a blustering brainstorm:
1.What is your education?
2.What is your experience?
3.What has shaped your approach to your service/product?
4.What niches are your competitors already serving? Once you have decided which social media platform you are going to focus on, make detailed notes about as many competitors as you feel you need to, to understand where there is an underserved market and where your brand can step in and fill that need.
5.What are your customer’s ‘pain points’?
How will you fill the sales funnel, track conversion, and follow up with clients?
Myself and my team continue to expand our working knowledge by studying and observing what is working for other companies. What we have found are a frightening number of businesses who are so engulfed by their day-to-day activities that they have not set up a proper sales funnel because they handle everything from Facebook posts to meetings with the client for the first time.
Our first tell-tale sign of when a client doesn’t have a sales funnel is when the sales team makes optimistic projections based on no hard data. If you or your sales agents are busy making projections with no actual evidence, you are basing your entire marketing budget on hearsay information. Stop guessing and start basing your campaigns on cold hard data. Data doesn’t lie.
Your social media pipeline is the amount of business you close in any given month, quarter, or fiscal year. After a few months of tracking the likes, shares, and purchases from your social media campaigns, you will have a spreadsheet that tells a story about your content marketing success or failure. You should also start familiarising yourself with your social media analytics and your CRM, because they are going to be your roadmap over the next four quarters as you build your sales funnel.
Find Your Sales Funnel’s Magic Metric:
As you build your company’s optimal sales funnel, you will also find your ‘magic metric’ that your sales team will focus on and nurture. When discussing the sales funnel with clients, I always ask what metric they are tracking and the knee jerk response is usually, ‘sales’. After talking to other entrepreneurs in the customer service and sales funnel space, I learned that the largest catalyst of lead-to-sale conversion is the time it takes to respond to a customer. In other words, the faster you can follow up with a prospective lead, the greater your chances of having an overwhelmingly happy new customer on your hands.
As a small business, you won’t have a lot of room in the budget to hire a full time marketing professional and as tempting as it is to just hire some new grad of Craigslist, I strongly advise against it. 98.7% of competitive marketing acumen is not built from traditional education, but rather from hands-on experience; experience you can afford on a contract basis!
As you are developing your sales funnel, I strongly advise you work closely with your marketing agency and sales team. As there is not one set of metrics that optimise every company’s sales funnel, I suggest reviewing the list below and deciding which prioritised metric may yield the highest annual profit.
Find Your Magic Metric:
1.Follow-ups (Anywhere from 50-100 phone calls and 1 – 12 months)
2.New Lead Engagement/Response Time (Shorten the response time and increase the chance of converting a warm lead to a hot lead)
3.Freemium Freebies (Free trial is already a 75% sold customer)
4.Identifying Ideal Customers Faster ( Knowing precisely what the customer wanted faster so if necessary customer was moved to a different campaign as needed)