Comprehensive Guide To Planning Your Real Estate Social Media Strategy: Part 4/4
Target The Influencers
Take the time to get to know the key influencers in your industry. Nurture these contacts, make these contacts advocates and request support for your initiatives.
Who are influencers?
Influencers are leaders in your industry who command attention when they enter a chat room and attract a large following through avidly publishing their opinion.
Why does your social media strategy need influencers?
In today’s day and age, the general public just doesn’t trust advertising. They trust third party endorsement. This makes sense when you think about it. If you are at a conference and Scott comes up to you and start boasting about his own accomplishments and accolades, on a scale of 1 to 10, how likely are you to believe him, never mind like him? But if a past client of Scott’s comes up to you at a conference and starts chatting with you and then casually starts endorsing Scott, doesn’t Scott seem that much more reputable? I think so!
When you align with an influencer, not only do they bring their audience, but they also bring their audience’s network as well. Because of the loyalty of their audience, an influencer has the ability to drive traffic to your site, boost the sales of open house galas, increase your social media exposure, and flat-out sell your listing through their recommendation or story about their experience with you and your team. But you can’t just make a list of influencers and then expect their mere presence on your list to attract multi-million dollar clients to your office.
An effective influencer social media marketing strategy requires you to speak to the right people using the right tools (and the right influencers), just like you do in all of your other marketing work. Influencers are partners that can help you drive impact and spread the word about your brand. You have to open up the lines of communication and really build up your relationship with these influencers.
Start Slowly: As you start your influence social media campaign, start out slowly and then start to ramp it up based on your measurable results.
Quid Pro Quo: As a marketer or business owner, your knee jerk reaction is to build a campaign around what is best for your business instead of what is best for the community you are trying to build. As you brainstorm the milestones that will mark the progress of your influencer campaign, focus on the value you will bring your audience. This value can come in the form of information, connections, freebies, events, Google hangouts, exclusive offers or a whole slew of other incentives.
Keep Messaging Consistent: When you are choosing influencers, you want to ensure those influencers are aligned with your values and voice. When you know that your brand is aligned with their brand, it will make it a lot easier to give your influencers creative freedom over presenting your brand to their followers.
As you start to work with influencers, you want to make sure your message and tone remain consistent with your own brand. A social media influencer who has worked hard to build a following will not accept a partnership that will compromise their influence and make their own personal brand seem inconsistent.
How do you find the right 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:
1.Make a list of influencers using:
- What do you want from them (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: 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.
If you want to be around in 2-3 years, you are going to have to keep up with the latest advancements in social media and this means reading through these links:
Facebook’s Latest Updates: https://www.facebook.com/business/news
Instagram’s Latest Updates: https://www.instagram.com/press/?hl=en