"Gail is excellent at walking people through the process towards a resolution in order to not only provide an answer but to educate at the same time. Her patience in giving instruction allowed me to retain the information for future use." Nancy Vargas | CB Richard Ellis
“What’s the next Twitter?” “What’s going to be as big as Facebook?” It seems as soon as we get comfortable with marketing and communicating with social media tools, something else captures the public’s attention.
The Next Big Thing? Think Mobile.
Even as we run our businesses with what’s current and popular, we always need to be on the look out for what’s next and how it can help us run our businesses.
Technology itself plays a large part in what’s next. Our daily communication and social connecting – not to mention information gathering and purchasing – has moved from our laptops and into our mobile phones. What’s next could very well be tied to our mobile phones.
Mobile apps, mobile-specific websites – and not just content modified for the smart phone but rather, content and information specifically for the device. As sales professionals we must reach our clients quickly, efficiently and with the most information possible. Getting that to them when they’re not at a computer – and having the information be clear, concise and graphic, while attainable on their phones – will be of enormous benefit.
There’s also mobile advertising. Expanding on ideas such as Foursquare and Facebook places, there is the potential for alerts based on a client’s location. Who wouldn’t want a client to identify where they are and what you have listed in that area? Instant and personalized content — this is a hugely important feature, as it cuts down on what a client has to skim through to get what they want.
Laying the groundwork.
Valued Added Branded Content
Consumers comfortable with certain social media systems mean consumers comfortable with filtering out ads. To keep in the running, marketing content must have meaning and give information to the potential client – it has to be more than a snappy ad to get under the radar.
Building usable content on Facebook and Twitter and linking it back to your website engages the reader much more than an ad. By giving information – perhaps an ad on how to research a potential new neighborhood or adding value to a home before putting it on the market – you aren’t just sticking your name and photo on the page. You’re enticing your potential client with what they need beyond the obvious.
It’s important to engage people on a level they aren’t saturated in already. Your focus should be on informing, helping, instructing – all ways to imprint on a client before trying to sell them anything.
Featured Information
Whether it is featured ads on Twitter or Facebook credits, social media companies are laying the groundwork for premium content. Social media generally starts with a free platform and leaves it as a bare basic before layering on features and privileges as time goes on.
With their daily usage secure, the current social media giants have to start building special tiers for customers who want more. How can you position yourself to take advantage of these advancements? How can you utilize your social marketing skills and budget to enhance your message?
It’s important to remember that overload is exactly what people are trying to avoid when they pay up for restricted content. The future of marketing on social media – really, the secret of marketing on social media – is pinpointing your message and applying it to the public in the most succinct way possible.
In the future, as social media expands, you must be in the forefront of exceptional content that elevates your message – this is a repeat of sort, as value-added content plays heavily in the scheme of things.
In the coming year, we’ll be inundated with The Next Big Thing – but as we all know, it’s a gamble as to whether the hype can be believed. As with all the other technology and social media constructs we’re handed, it’s a matter of finding what works best for you and making the most of it.
A great deal of the future of marketing via social media seems to be focusing on refining your message and precise targeting. It’s a good time to look at what you want to say and start getting ready for what’s next!
This post is a bit longer than usual as I know most of you are reviewing and finalizing your marketing plans for 2011. Some of you may be going through a re-branding phase. Gail’s Graphic Designs is right there with you. My company name has changed to Gail & Co. You will begin to see changes in the new year. Read through the post and share with us your plans for 2011. It is my goal to help you put things in perspective.
Both a perk and peril of running your own business is it’s all about you – everything revolves around your skill set and what you present to the public and your potential clientele. Of course we want that impression to be representative of what we can offer our customers/clients, so that we remain memorable amongst the competition. That is what branding is all about—your brand, standing out amongst the others.
“A snappy logo and eye-catching graphic can instantly elevate you from ‘amateur’ to ‘professional’, as the care you put into your marketing reflects the overall approach of your business.”
A larger company may have a marketing company to fall back on; give the desired result and let the “experts” come up with a solution to make it happen. As an entrepreneur, that process works a bit differently. It falls to you to create that message, sell it, and make the most of the results for your business.
Without the limitless time or budget to implement marketing strategies that work, the first important thing to do is plan. When we take an overreaching look at what we want to accomplish, how much time we have to invest and what our budget is, we can set parameters that won’t break the bank or lead us down a path that requires damage control instead of the reaping of benefits. We want to ask ourselves what we want people to think the first time they see our logo and how we want to position our branding to potential clientele.
The first impression you make is the most important. That old saying “you don’t get a second chance to make a first impression” should set the cornerstone of your marketing plan, no matter what your business or profession. Whether it be in person or with an advertisement (on-line or elsewhere), when people first see your name they should immediately associate it with the service you provide. A strong branding message imprints your name and skill with a person, either with a clever slogan or creative graphic.
While we all want to do things ourselves, make our dollars stretch to get the most bang for our buck, there are times to spend the money and call a professional. Unless you are a graphic artist by trade, hiring someone with that skill would benefit you greatly as your creative is your first line of business offense. A snappy logo and eye-catching graphic can instantly elevate you from “amateur” to “professional”, as the care you put into your marketing reflects the overall approach of your business. It says you are serious about this and you are a professional – which means when it comes time to give a quote or close a sale, you can reflect that in your bottom line.
There are some easy traps to fall into on this front; do it yourself business cards and preprinted brochures are a clever lure. In five minutes you can have two hundred business cards for twenty dollars! That’s a steal. Maybe.
But let’s put it this way – how many people do you think are doing the same thing? What are the odds you picked the logo or package someone else in your field did? And how does that make you stand out in a crowd? Think of your favorite brands – the association you make when you see a certain selection of colors or typeface. It is almost subliminal, the way you react to just a “simple” logo. And while you may not be an entire department of branding geniuses, you do know something no one else does – who you are and how you want people to see when they see your name.
A logo can also set a sense of style for you to follow up on your own later on. That graphic can adorn your website, your Facebook page, your newsletter. Think of how nice it would be to hand out pens with a distinct flair; free samples and give-aways can keep you in a client’s line of sight or provide handy contact information.
An investment in branding your business can create a stellar first impression. When you catch the eye of potential clients and customers, you now have the most important base covered in making your business successful—you’ve caught their attention. Now, make it worth their while!
If you’re email in-box is anything like mine, it is all about volume. In order to find what you’re looking for, to distinguish what is important, you are seeing what you already have expectation of, and what looks like it’s worth your while.
When dealing with your customers or clients, it is exactly the same process to get your real estate marketing emails front, center and eagerly anticipated.
Email marketing service provider AWeber stresses the importance of this. The initial email can set expectations of things to come and “the welcome message” is often overlooked as a place to do that. You want to be anticipated and enjoyed – not relegated to spam, and your “welcome” can make that happen.
When a customer signs up for your information or weekly newsletter, it isn’t the biggest step. The biggest step is when they choose to remain on that list, when they choose to read it, when they decide you are worth the interaction.
Easy identification is important. Your email response should include your logo first and foremost, clearly identifiable, so the recipient is reminded they opted into this communication.
Next up, you want to give your subscribers a brief rundown of what they can expect. When will you send updates? What is the general content of your emails?
Don’t forget to include your webpage URL where it is easily readable and quickly clickable – a wonderful side benefit of that introductory email means the recipient might like to get to your webpage right now and take a look around. Don’t disappoint!
There are two basic components to add to your introductory email that are standard, and necessary.
- First, advise your potential customers to add you to their address book, to ensure your emails aren’t blocked or thrown immediately in the spam folder.
- Secondly, include contact information regarding unsubscribing or contacting you with questions or comments. Remember, you are about distinguishing yourself from spammers and fraudulent emailers; you’re providing an informational service and your customers/clients should know that by your professionalism.
Remember, there is a good reason these people have signed up to hear from you. Something has intrigued them to want more from you and your company. Don’t let this interest drift away, either from lack of follow-up or information. Wow them with confidence and an abundance of good things to come, and you will build an exciting following.
Check out AWeber’s excellent article on “What makes a good welcome email?, with great examples of how real businesses did theirs.
Please share your comments on some of the challenges or successes you have had with email marketing.
For an entire generation, checking ones Twitter and e-mail (via their Smartphone) is as natural as breathing. Some of us, however, didn’t grow up with a saturation of technology, no cell phones or personal computers or social media such as Twitter or Facebook. We place them into our lives and our businesses as opposed to expecting them to be there. This, unfortunately, puts some at a disadvantage when it comes to using technology and social media in our businesses.
It can be both overwhelming and exciting at the same time; like kids in a toy store with carte blanche, we can peruse the aisles and becomes amazed at everything available to us. There is a smart way to choose what you’re going to incorporate in your life and how to keep from being bogged down with all the shiny toys.
Take What you Need
The first thing to do is examine your needs, habits and goals. You want to arm yourself with the technology and social media resources that will contribute to your success, not bog you down. A fancy phone and netbook with everything loaded and ready to go may seem the answer to everyone’s problems but it may very well be an expensive overload you won’t use.Make a list of what you’d like to accomplish on a daily basis and fit the technology and media into your life accordingly.
Take a Moment to Learn
None of what’s out there media or hardware wise is rocket science to learn. While it can intimidate the novice, it is all well-explained by the manufacturer or other users who will happily share their experiences, tips and techniques on-line.Give yourself time to get accustomed to Twitter or that new Smartphone before you start using it with clients and potential customers. You want to avoid any early-going snafus that will frustrate you, and perhaps turn you off the experience entirely. Practice with friends and family until you’re comfortable with signing clients up for your Facebook page.
If something works, then introduce it into your business but don’t be afraid to discard what isn’t making your life easier during the workday. Just because everyone is using something doesn’t mean it’s going to work for you. Don’t be afraid to ask; most people love to talk about technology and social media! They”ll be glad to share their experiences.
Take it Easy
Once you’ve conquered automatic response emails, mass Twitter updates and Facebooking, it can be tempting to go all out and sign up for anything and everything. But it’s important to remember you want to use social media and technology for the good of your business, and just like your office doesn’t need twenty chairs when four will suffice, you don’t need to clutter your life with things that will cut into your precious time.
Checking out what’s new on-line is absolutely crucial if you want to stay up to date on what’s going on. but remember to analyze each new tool as to it’s advantage to you directly. Will it eat up valuable time or real estate? Will it distract you, however, pleasantly, from the rest of your day? Will it actually reach and resonate with the clientele you’re seeking?
Perhaps Twittering won’t become as natural as pouring a cup of coffee in your life but a careful approach to introducing technology and social media can make it a positive force in your business.
In today’s economy, every real estate professional is looking for ways to expand their marketing reach for potential new clients. Social media – free, easy and without tech wizardry needed – can seem the ideal tool for advertising and connecting with the community. And as “Do you have a Facebook page?” is rapidly replacing “Do you have a business card?” a RE professional must consider creating a significant Internet and social media presence a necessary part of their business plan.
Social media as a business tool is both interactive and proactive – like a gathering where you only have to give your information once but continue to reach people in a casual yet informative setting. A Facebook page to introduce yourself to the community, a Twitter account with the latest news on open houses and new listings; with each type of social media comes a different way to connect, to inform and to network. Pictures on Flickr, footage of home tours on YouTube, perhaps an informative blog – these pieces of your marketing strategy tie to your web page to create a unified presentation of who you are and what you can do for your potential audience.
Second only to Google in daily traffic, one can imagine that after a website, a Facebook page is the next most valuable asset for the web-savvy professional. Facebook is an excellent example of the depth of electronic networking currently available. With it you can create a complete package for the Internet-savvy buyers scouring the web for information. And of course, the great upside of social marketing is once you have made the initial connection to that client, you are therefore linked to their pool of friends, families and colleagues for further networking.
Facebook and Twitter also add the depth of being interactive. A potential client is able to respond instantly to a Twitter message for a showing they are intrigued by. They can message you via Facebook to ask questions or set up appointments. There is an immediacy and intimacy to the relationships set up via social media, a breaking down of walls between client and professional.
That connection, of course, can develop into a negative as well. That speed of communication, the easy connection can lead to unrealistic expectations of familiarity. A good way to keep the boundaries in place is to separate personal and business social media accounts. A professional or “fan page” on Facebook and business Twitter account will help keep your professional face front and center.
It seems almost entirely a positive, a natural extension of our need to meet people, to get out and expand our circle of contacts. And, like our contact at a business event, we are in control of our behavior. Internet behavior has to follow the same rules of conduct, perhaps even more stringently as what is seen cannot be “unseen”. That means no pictures, no information, no private posts connected to your business persona that would be embarrassing, or harmful to your reputation.
Your reputation can be enhanced and expanded by social media or it can be damaged. Your web presence needs to be exemplary; a Google search of your name will not only reveal the information you want clients to see, but rather everything connected to your name that is out there and searchable.
Realtor.org estimates that the number of realtors who used social media sites jumped from 32% in 2008 to 84% in 2009. That isn’t a fluke or a fad, that is a clear indicator of the way communication and marketing is trending. The savvy real estate professional needs to be aware of the pros and cons as they navigate the world of social media.
Connect with me on LinkedIn and feel free to follow me on Twitter.
According to Ms. Raleigh Pinskey, Author of 101 Ways to Promote Yourself — “In order to promote and prosper, I feel that you have to take responsibility for your own success, take charge of your destiny. If you don’t introduce yourself, if you don’t tell them what you’re all about how are they going to know you exist?”
Here is a list of 10 ways to promote and prosper as recommended by Ms. Pinskey:
What do you do to promote yourself or your business?
Staying in touch is an effective marketing tool because it keeps you at the top of the list with your clients and prospects. Here are six simple low cost ways you can stay in touch with your clients or customers:
Guerrilla Marketing is defined by Jay Conrad Levinson in his book Guerrilla Marketing. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term has since entered the popular vocabulary and marketing books.
Guerrilla marketing involves unusual approaches such as encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources. Evidenced by my recent blog post on one of the things Blossom Flower is doing to increase profits.
Travis Bowens owner of a tax franchise, Instant Tax Service, located at 646D Neried Avenue (Bronx, NY) wowed the neighborhood with his grand opening stunt. Travis worked with AARROWADS.COM to create a buzz in the town. For 8 or 10 blocks from Travis’ office we could see men wearing bright red shirts and twirling signs with the name and logo of Instant Tax Service.
Take a look at the posted video featuring Erwin Pacheco (1-888-5-AARROW) and tell me what you’ve done in your neighborhood to earn the name “Guerrilla Marketer” or share what others are doing to maximize profits.
Obviously, taking your business to “where things are moving” starts with some kind of company site. The question is—How do you use this site? Or, even more pressing, How do you leverage the vastness of the web to bring people back to your valuable little corner?
Whist there are a myriad of different strategies and this topic has been discussed on numerous blogs in much depth, let’s close in on leveraging Social Networking. I don’t think the argument needs to be made for interaction within these communities, but just in case, Christopher Carfi, an expert at building trust with the customer explained:
“Deceptively simple, online social networks contain great power. They change the online space from one of static web pages and stale marketing messages to a live, vibrant network of connected individuals who share their abilities, expertise and interests.”
Originally posted on The Social Customer Manifesto
Heads up: ‘Social Networking’ is the big broad general term. However, there are distinct differences between social networks, social bookmarking, social news, social media, blogs, and micro-blogging sites. (I know, that’s a lot! More on these later.)
GETTING STARTED:
Before you or your employees unleash your efforts and dive headfirst into the “social sphere” you need to set some boundaries and define a few things:
WHO YOU ARE:
Realize that you are climbing the “branding hill”. Consistency is key!
KNOW YOUR AUDIENCE:
OK, here is where you’ll need to understand the difference between all the ‘socials’ involved in Social Networking. Here’s a brief glimpse at each:
How do you know which ones to target? It all depends on you and your business. If your product is music, like mine, then you probably won’t be spending much time on a business social network like LinkedIn Instead you might use one like ShareNow.com – the creators of Lifestyle Social Networking (my current employer) where you can participate in different communities based on common interests.
INTERACTION:
You are you – so maintain your you-ness! People don’t want a generic response, pretty sure they never did. They are done with corporate emails and packaged statements.
While it may be time consuming to actually communicate with people, Aaron Uhrmacher at Mashable tells us that “Social media platforms help facilitate conversations between individuals, not companies” – you are absolutely relished by your consumers.
Your goal is to establish a relationship here. You represent a company or product, but because you are still you people will take the time to listen. You need their trust or you will be written off to the spam pile. Once you’re in that pile it’s over.
The type of relationship you are looking to forge will give you an idea of what medium you will use to communicate (which will, in turn, shed light on the appropriate people within your business who should do the communicating.) Should you be putting up funny video responses to spread virally? Creating a fascinating blog? Running contests and promoting them with micro-blogging? Maybe you build a widget that can be embedded across the net… or eventually all of the above!
Don’t forget—be open and honest about who you are and what you do! Otherwise you will be found out. It’s inevitable!
PURPOSE:
Keep the bigger picture in mind! Your only investment here is time, but the fact remains that time is limited. Find the balance between infiltrating the entire internet to splash your link everywhere and only getting to know a select crowd on one or two communities. Maybe you split your task into a job for two or three people.
Using Social Networking to promote your business puts you directly in touch with your consumers. Have fun with it!
Contributor: Brad C. writes the Official Blog for ShareNow.com – the LifeStyle Social Networking community and spends most of his waking hours either riding his motorcycle or performing around Los Angeles
I read this thought provoking article written by Lisa Wehr and was intrigued by her comments. Lisa provides great tips on social media marketing. I am sure you will find them interesting. Please do share your thoughts.
Article Highlights
Link to full article: click here
Lisa Wehr is CEO and founder of Oneupweb, a digital marketing agency. On Twitter? Follow Lisa at @LisaWehr. Follow iMedia Connection at @iMediaTweet.
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