I’ve been thinking about how much time a person or company should spend on Marketing / Promoting their Blog. Is everything you do on your Blog considered Marketing and or Promoting? I mean everyday you do things like branding, PR, adding content and making sure your name (company name / brand) is everywhere. Is there ever a time when marketing what you sell or do is too much marketing? I can’t imagine an executive ever saying we are advertising to much, we have our name out there too much we have saturated the marketplace with our Brand. If you do have someone like that, he or she probably won’t be there very long. I would rather have the problem of too much business and too much awareness than not enough.
Some of the tasks involved in marketing & PR today are changing subtly, because the rules are changing, now that Social Media has become mainstream you can’t just set it and leave it. You have to listen more than you do anything in todays new marketing environment. So, how much time should you spend listening? More than you are probably willing to spend time doing I’ll bet. If you aren’t willing to listen, how will you know what to do? How will you know when to do it?
So I keep asking myself, how much time should I spend doing PR & Marketing my blog? I think you should invest more time listening and then figuring out how you can solve what you just heard that day. So, do you market your blog everyday? How much time do you alot for that task?
Do you promote your blog everyday? I would love your input so please leave a comment below.
If I was in Real Estate Today, the very first thing I would do is identify my PURPOSE, the why I think I should be using Social Media Networks. This would appear obvious but it can be misleading, if you don’t believe Social Media will increase revenue, help build a stronger market share and develop community around your brand, your right, the strategy will be an exercise in futility. If you do, get to work and build a plan.
Get started by doing the following:
- List requirements needed to implement strategy
- Key Result Areas – What are they
- Discern objectives
- Identify Key Success Factors
- List Core Competencies
- Complete a S.W.O.T. Analysis, a plan needs to be well thought out.
Once you’ve completed the above get the following action items flushed out and then make it happen.
- Setup accounts on multiple Social Media Networks and get active, participate, get involved in the communities…then….listen to what is being said, what is happening and where it’s being said. Never stop listening, never stop having a presence in these communities. People come back to things and places that are useful to them. Especially if you can help them.
- Use all SM Networks like Twitter, FriendFeed, YouTube, Viddler, Tumblr, FaceBook, StumbleUpon, Digg, Del.icio.us, Technorati, MySpace, LinkedIn, Seesmic, UStream.tv, and BlogTalkRadio. There are many more.
- Blogging is a must, convert or add a Blog to an existing website, this is where you build community and give customers a place to go and something to do.
- Take advantage of video, do LIVE open house events streamed via UStream.tv or one of the other web broadcasting services. Record those events and archive them, build a library, make them available to anyone to view at their leisure. These video’s can also be training or teaching prospects on what questions to ask, how to and so on.
- Do a live web radio show, field questions on a live video show that has Twitter embedded so it’s real-time.
- Do video interviews, record testimonials…etc.
- Sponsor or Host a major Social Media Event, these events charge for attendance and should not only cover expenses but should realize a profit. Bring in people who are actually doing or using Social Media at a high level, not just lip service.
- Hire or contract a Community Management Officer or a Social Media Director.
- Get Educated on Social Media, attend major conferences and get around those who are high profile in Social Media, and read books for more insight.
I’m just scratching the surface of your plan, but make sure you actually have a plan before jumping into the Social Media mayhem.
This doesn’t have to be difficult, it doesn’t have to be hard, but one thing you do, is work if you wish to realize the results you want from your efforts. It will take time, money and above all else, EFFORT! Whether you are a Broker or an agent, it makes no difference, build a plan, work the plan. But hey, you already know that, but do you know the technology and how to implement it? Do you know how to prepare? Are you willing to pay the price?
In this business, success is not measured by fitting in, it’s by standing out. (Mad Men)
I was sharing on Twitter today about a Newsletter I used to write & produce back in 1995 and Rob Cairn’s said he would like to see it. I thought I would reproduce the content and post it here for you to chuckle over.
Back in 1995 I produced a Newsletter called, ” MARKETING TODAY “, it was an informational piece that was distributed electronically, and the local book store was gracious enough to put it on the magazine rack back in the day. So for a walk down memory lane here is a list of things you couldn’t find on the Internet in October 1995. I even had advertisers in this little beauty!
1.) Material on any subject more than a few years old.
2.) Information about small privately held companies.
3.) Information about most companies not USA Headquartered.
4.) Information about Subsidiaries of major companies.
5.) Specialized Dictionaries or handbooks on business subjects.
6.) Directories of companies by industry and location.
7.) Information on business and trade associations.
8.) Information from small commercial databases.
9.) Franchising companies information
10.) Court reports from state and local jurisdictions.
11.) Telephone, fax and TELEX Directories.
12. Business information in languages other than English.
My closing comments on that article were:
I started this section by saying that the information which isn’t on the net now, soon will be. The Internet allows all of the originators of the information to present themselves, the traditional “middle man” data gathering groups are no longer needed.
Just for fun, I also recommended Seth Godin’s book called, ” E-Marketing”.
Also, the topic of the day was whether or not you should upgrade to Windows 95, OS2 was still very popular back then too.
Of course much of the above if not all is now available and has been for many years, I hope you enjoyed the walk down memory lane.
I’ve met with a number of Real Estate Agents and Broker’s the past few months and I’m not surprised they view Social Media as a waste of time. Don’t get me wrong, I have found a few that get it, they have taken the risk and setup virtual offices and even opened accounts with FaceBook & Twitter. Some use these Social networks well and some just say they use them effectively, my research here in Canada reveals that most aren’t practicing what they preach.
I’ve made recommendations and suggested radical approaches to how an agent prospects and wastes a huge amount of time with tire kickers at open house events. They look at me with those puppy eyes and say I couldn’t do that, I don’t know how, that sounds like too much work. I think it’s harder the way they do things now, but they’re stuck! If you’re an agent or a broker that’s been in the industry longer than 10 years, you may have a tougher time making the paradigm shift. I’m not saying you can’t or don’t have the ability, but I am saying if you don’t, life is going to get very interesting when the new tech savvy up and comers produce at a high level with a very different kind of effort. How will you compete and survive?
Let me give you an example of one thing you could do and have fun doing it. I’ll look at the old school traditional agent first, then the new tech savvy agent.
Old School Agent
The old school agent would sit on the phone rounding up prospects for hours on end, then would set up 4 or 5 walk abouts and even a few open house events two weekends in a row. A lot of time and effort goes into this type of selling, hard work is important but with today’s technology why would you do this? Organizing and worrying about how may or may not show up, worse yet, having to go and pick them to ensure you do have a prospect. Getting flier’s out and setting up sign’s, the list goes on. The advertising costs can be staggering too, time spent networking, convincing people they should come and see this house and so on.
The New Tech Savvy Agent
The new tech savvy agent sits at the desk and decides which homes to work on this week, then prepares how they would sell the dream of the home on video. This agent goes out and buys a Flip MinoHD Camcorder 2nd Generation (Amazon Link) hooks up to the net, logs into their UStream.TV account, walks through the house and broadcasts it LIVE! They walk through the home and share how this home could be plus records the whole event, then puts the recorded video on UStream and his or her Blog and other locations for prospects to view at their leisure. The tech savvy agents then jump on Social Network’s that feed multiple Social networks all at once with this new home to look at via video.
This new agent let’s the prospect qualify themselves and let’s them contact him or her when they’re ready, this agent is thinking about the prospect not themselves.
As you can see the new tech savvy agent takes a different risk, invests their time giving what prospects want and then makes it ridiculously easy for them. The prospect that calls the new tech savvy agent back just qualified themselves, less work than the old school way of handling the same task. This is just one opportunity to start making the shift to Real Estate Selling with Social Media, if you don’t take baby steps now and don’t learn how to do some of these techie things. I have to wonder if Real Estate Brokers won’t become obsolete, Broker / Owners at some point will figure out they can handle inventory in a less complicated way. By the way, people complicate things not flip cams and iPhones.
Are Real Estate Agents Obsolete? Maybe not yet, and maybe not all, but more than you think.