June 02 2016
Building an online presence — in other words, a core foundation for your online real estate marketing — is just the first step in your overall marketing plan. Once your website is live, it's on you to kick your digital promotion up a notch. That means forming an email marketing blueprint, developing a social media footprint, and diving into the world of advertising (both online and offline).
Together, all of these channels and tactics add up to one thing: a comprehensive, omni-channel marketing strategy that allows you to effectively reach, inform, and nurture your audience and — in time — convert them into new business.
Also commonly referred to as multi-channel marketing (though you'll hear some say the two are different approaches), this method of brand promotion entails the utilization of several online outlets and techniques to enhance one's reach to a targeted, niche audience. In the case of real estate, that means implementing a marketing strategy that incorporates the base infrastructure of one's online presence — the almighty website — and then building on this foundation once it's optimized accordingly (e.g. numerous landing pages that offer resources and brand information are built out, several blog posts have been published, and listings are frequently updated across each page).
Once you feel comfortable augmenting your site with plenty of relevant, local market details and your industry expertise, you can enter the next phase of your omni-channel scheme:
There are, of course, a number of other marketing tactics you can employ to generate and nurture your leads — for example, guest posting on local publications and blogs and leveraging public relations. At the end of the day, though, the aforementioned ones are musts for a successful omni-channel program.
There are very few fields (if any) for which an omni-channel strategy wouldn't work. There is a significant amount of research out there that proves just how vital and successful the omni-channel approach is for companies in practically all industries:
In short, mastering just one or two channels and marketing activities won't cut it for most brands. An exhaustive, sweeping online marketing strategy is a must to thrive in today's business climate — particularly for real estate agents, many of whom have made the nearly full transition to digital promotion as their primary means of lead generation and converting said leads into clients.
Measure! Just as you (hopefully) have been doing for your existing real estate marketing strategy, it's paramount to keep track of your website, email campaign, and social media metrics to ensure your messaging and engagement helps move your prospects through your sales funnel and, eventually, turns them into legitimate business (or at least referral) opportunities. Specifically, you need to:
After you get all of your activities up and running, you'll slowly but surely be able to master the art of omni-channel marketing and, in turn, will find it substantially easier to monitor your marketing success and make the necessary adjustments that will launch your real estate marketing to the next level.
To view the original article, visit the HomeFinder.com blog.