Social content should be engaging and interactive— that means understanding what your clients want to see and hear
The goal of social media is to be social.
Social media is one part of an overall marketing strategy and its main role in your business growth plan is to show the social side of your business. That means the content should be engaging and interactive.
With careful planning, it will create awareness and interest in your brokerage and your services. And it will maybe even bring in a customer down the track.
One of the reasons you may not be getting much traction on your social channels is because your posts are well… boring!
(The other reason could be a change in algorithms, but we’ll save that topic for another day.)
But how do we define boring? Indeed, more to the point, how does your audience define boring?
The first thing you need to do is unpack how to be sociable with your customers on social media. And the only way you will really understand that is if you understand what your customers want to see and hear.
Of course some companies are at a natural disadvantage on social media – selling mortgages is not as riveting to the masses as over the top freakshakes that are oh so #instagrammable, but we can take a few pointers from those types of brands.
Understand your followers, fans and friends!
Tailor your message to emotionally connect. Leave them thinking ‘these guys get me’. The only way you can do this is by understanding your customers and writing for them. Talk to one person to make a strong connection and help them feel understood.
Tell a story
Use the power of a good story in your posts – stories capture our imaginations – a well told story stirs the emotions. Think about why you are in business and how you really help your clients and customers live their lives and realise their dreams of homeownership – what do you enable them to do or be?
Be you. Be human
Showcase what makes you you! Share what you are doing or learning— give your followers a look behind the curtains. Tell the story behind your business and how it came to be.
Don’t over-promote
Social media is a place to build awareness and trust and remain top of mind, so work to the 80/20 rule— 80% social and 20% promotional.
Your audience never feels like they want to be sold to or preached at when they are on social; they are seeking a genuine and emotionally invested connection.
Sara Berry is founder of Marketing Sense, an internationally experienced marketing professional with 25 years’ experience. Since opening their doors in 2012, Marketing Sense has worked with businesses to develop cost effective strategies for growth. For more information, visit: www.marketingsense.com.au and www.marketingsense.com.au/7-day-marketing-challenge/
