Today’s marketing landscape has become a crowded space. Consumers are being bombarded by advertising in numerous channels at all times, so it is tough to get your message to stand out. Any old message won’t get through to them, so it has to be something they REALLY want… useful content. So now it is time to up your game with a content marketing strategy for your real estate business.
What is Content Marketing?
In a nutshell, content marketing is a long-term strategy that is based on building relationships with your target audience by consistently giving them content that is valuable and relevant to them. Over time, you create a pool of prospects that come to know, like, and trust you and are likely to use your homes selling services.
What Content Marketing Does For Your Business
So why does content marketing work and how does it help you sell properties? It works because it helps you establish authority in your industry. And you establish authority by taking what you know and sharing it with others to benefit them. Showcasing your expertise in real estate and your local market area helps build that “know, like and trust factor”, that you want to build with your prospects. Content marketing also gives you something to share on your social channels, and helps increases website traffic through SEO and increased social sharing.
The “Content” of content marketing can be a mix of blogs, video, ebooks, podcasts and social media sites as the vehicle for spreading the message. But it’s not about creating just any content to put out there. As mentioned above, there is a lot of noise coming at consumers at all times. You need to make yourself stand out above the rest. How do you do that? By creating the most valuable, the most informative and most engaging content to your target audience. So let us dig in to how we to create an effective content marketing strategy for real estate.
Start By Defining Your Goals
Just like any good marketing plan, you first need to clearly identify your goals with your content marketing strategy. What is the purpose? A few examples:
- Attracting new clients and prospects
- Converting prospects into buyers & sellers
- Building rapport and trust with your target audience
- Providing solutions to your audience’s problems
- Improving your Search Engine Optimization (SEO)
Make sure your established set of goals are specific. If you are looking to increase traffic to your site, state by how much and in what time period. If you want to increase incoming leads to your list, put down how many you want to increase by each month. The more specific and measurable the goals, the easier to track effectiveness and ROI of your content marketing strategy.
Create Multiple Content Types For Multiple Channels
Now that you’ve determined your goals, start developing content meant to meet those goals. Some would say the easiest form of content would be a blog post. But in today’s crowded marketing space, it’s not enough to simply publish some words in a new blog post anymore. Though you should continue to blog on a regular basis, think beyond the blog post and create these additional content marketing pieces:
- Videos (Live and otherwise)
- Helpful guides and checklists
- Email courses
- Images & Infographics
So think beyond the blog post. And don’t forget about repurposing content, as mentioned in our previous blog post. Take a helpful blog article written and make a quick video summarizing the main highlights from that post, or do a podcast episode. Use a good mix of these above content marketing items in your overall plan in addition to your blog posts, and it will help you stand out and continue to build that authority for your audience.
Measure Your Progress
Simply creating the content is not quite enough, you also have to measure your progress, see what is converting and track ROI. Google Analytics is a content marketer’s best friend. It is the greatest free tool for tracking of the most downloaded, shared and viewed content on your website, sources of inbound traffic and organic search keywords used to reach your site. From there, move on to the important metrics you should be tracking.Check out this great post from Inc.com and this one from the Content Marketing Institute that illustrates the right metrics for tracking your content marketing results. Here’s a break down the easiest metrics to track your content marketing efforts:
- Consumption metrics – Page views, video views, document views and downloads, and social chatter
- Sharing – Likes, shares, tweets, pins, forwards, inbound links.
- Lead Generation – Form completion and downloads, email list subscriptions, blog comments, blog subscriptions, conversion rate (how often visitors who consume content become leads)
- Sales – your ultimate goal for content marketing – Examine sales that are influenced by your content
So create a few minutes each day to create new content for your websites and social media channels. And remember, think beyond the blog post and be a bit more strategic.
Next up on our blog, we are going to go over several content marketing ideas that you can start using right away to build your real estate business. From written blog articles to videos, we will have a whole host of ideas to get you going. Stay tuned!
What are you doing to boost your ROI and increase your real estate business with content marketing? Tell us in the comments below!
Is your business lacking a content marketing strategy? Do you have no time to develop and create valuable content for your blogs, social sites and websites? We can help! Contact Us today to set up a free consultation on how we can take your real estate marketing to the next level.
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