Categories
Social Media

How Does Advertising on TikTok Work?

TikTok is growing rapidly in popularity. Although it existed before its 2018 integration with Musical.ly, it was virtually unknown in the West. Since then, it has skyrocketed up the app download lists.

By late 2019, TikTok had reached around 800 million monthly active users worldwide. This is a massive increase from the 100 million of Musical.ly at the time of the merger. It has now passed 1.5 billion downloads worldwide on the App Store and Google Play.

With this rise in popularity, it should be no surprise that marketers are clamoring to advertise on the platform. Until recently, this had to be through a relatively informal process, but TikTok has finally realized its potential to take a cut of this and introduced a formal TikTok advertising platform.


How Does Advertising on TikTok Work?:


What is TikTok?

We have written extensively about TikTok in the past, including our white paper, The Ultimate Guide to Marketing on TikTok, that you can download for free.

TikTok is a video-based social media app where users can upload short videos and share them with their friends. The earliest users used TikTok and Musical.ly to lip-synch to popular music videos, and that is still TikTok’s most popular video genre. However, many TikTok users have become more creative with their video-making, and you will now find a broad range of video types.

Demographics of TikTok Users

TikTok predominantly attracts a youthful audience. Most TikTok users are under 30, with 41% of them aged between 16 and 24. While a few of the early TikTok followers probably still have accounts in their 30s, you don’t see many “old people” on the platform.

With most TikTok fans’ introduction to the platform being karaoke-like lip-synch videos, it is not overly surprising that TikTok has more female followers than males. You could argue that guys of this age are more likely to follow their favorite gaming streamers on Twitch or sports stars on YouTube than they are to share music videos with their friends.

This makes TikTok ideal for any brand that targets young women and teenage (or even more adolescent) girls. But don’t write the boys off totally. There may be fewer males on TikTok than females, but they are still a sizeable minority group.

Source: https://www.emarketer.com/chart/230061/demographic-profile-of-tiktok-users-worldwide-q1-2019-of-total


How Brands Can Market and Advertise on TikTok

Run a TikTok Profile with Valuable Content

If you run a suitable brand, you could create a TikTok profile, share content, and build yourself an audience. 

In all probability, this is harder to achieve than on more traditional platforms such as Facebook, Instagram, or Twitter. TikTok’s young audience is not interested in brands; they just want fun, exciting, sociable content. They have no reason to watch commercials for your products. If you intend to run a TikTok profile, you will need to take a long look at the types of content that your target audience loves and share similar types of video clips.


Pay for TikTok Ads

It took TikTok some time to get their act together, but they now have a formal advertising program enabling brands to create paid ads on TikTok. Of course, you will have to be smart with your ads on this platform – TikTok’s users are going to be harder to please than those on most other social sites. 


Work with Influencers

The traditional method for marketing on TikTok has been influencer marketing. In many ways, TikTok is the perfect app for working with influencers. There are quite a few much-beloved stars on the platform, who can genuinely sway their audience’s views.Video Player00:0000:00


TikTok is Trialing Shoppable Videos

TikTok is currently testing shoppable ads, similar to the types now available on Instagram. They are currently only available to a few select influencers, but hopefully, TikTok will allow more widespread access soon. 

With these posts, influencers can add shopping site URLs to their TikTok posts.


Steps to Creating an Official TikTok Ad Campaign

Assuming you aren’t paying a TikTik advertising agency to do most of the work for you, here are the steps that you should follow.


Create a TikTok Ads Account

You need to begin the process by setting up an Ads account at TikTok. If you haven’t already done so, then you trigger the account set-up process by clicking on Create an Ad on the TikTok Ads home page. This will ask existing advertisers to log in to their accounts or take new advertisers through the process of setting up an account. 

Source: https://ads.tiktok.com/i18n/?prepare=1


Campaigns vs. Ad Groups vs. Ads

TikTok structures its advertising into a hierarchy involving three layers:

  • Campaigns

TikTok ad campaigns are similar to any other ad campaigns. They are a series of ads that you make and share that combine for a common purpose. For instance, a gaming company may release a new game, and create a campaign on TikTok to help with the release of the game. An ice cream company may choose to create a campaign with a mix of ads to promote a particular product on sale over this summer.

TikTok requires you to set yourself a specific advertising objective for each Campaign. 

Source: https://ads.tiktok.com/help/article?aid=6669376849065279494

Source: https://ads.tiktok.com/help/article?aid=6669376849065279494

  • Ad Groups

Ad Groups are the next level down from the Campaign. They can be a particular combination of ads for which you set the same target audience, placement, and bids. You can include multiple ads in each Ad Group, and numerous Ad Groups in your Campaign.

Brands often use Ad Groups to target different groups of people. For instance, a film studio could create a Campaign to promote a new movie on TikTok. They could then set Ad Groups for different groups of consumers. For example, they may have separate Ad Groups for males and females and customize the ads they share for each group. Another possibility would be to create different Ad Groups for each region where the film is released, with advertisements tailored to show local screening times.

Source: https://ads.tiktok.com/help/article?aid=6669731941937315845

  • Ads

The ads are the copy visible to the users. Every variation on an overall theme is technically a different ad, and these can combine to make Ad Groups.


Make a TikTok Ad Campaign

Once you log in to your TikTok Ads account, you can begin the process of creating your TikTok advertising campaign. You go through the following steps to create each Campaign:

  1. Click the “Campaign” tab at the top of the page
  2. Click on the Create button
  3. Select a Campaign goal 
  4. Name your Campaign
  5. Decide on your Campaign budget 

Selecting Your Campaign Goal

For TikTok to optimize your Campaign, it needs to know the purpose of your advertising. What are you trying to achieve?

You have three options:

  1. Traffic
  2. App Installs
  3. Conversions

Source: https://ads.tiktok.com/help/article?aid=6669376849065279494

Source: https://ads.tiktok.com/help/article?aid=6669376849065279494

This step is critical. You need this to match your business goals.

Determining Your Campaign Budget

You can choose to select either a Daily Budget or a Total Budget for your Campaign. The latest TikTok help files suggest that they have now reduced their requirements for minimum spending to be $50 for both the total and daily budget and $20 per day for an ad group. TikTok adjusts your ad bids to ensure that you don’t exceed your daily or total ad budget amount.

Source: https://ads.tiktok.com/help/article?aid=6669376849065279494


Creating Ad Groups and Placing Them

At this point, you set the placement details for at least one Ad Group – a group of ads that you will promote to a specific group of people. You can repeat this as many times as you need to cover all your intended audiences.

TikTok gives you two methods for ad placement:

  1. Automatic placement – you leave it to TikTok to optimize your ad delivery across TikTok and its related apps (TikTok, Vigo Video, TopBuzz, BuzzVideo, and  NewsRepublic)
  2. Select placement – you select the apps where you want your ads to appear

Source: https://ads.tiktok.com/help/article?aid=6669731941937315845

If you chose App Installs as your campaign goal, you are now asked to give details about the App Stores where you wish to send people to download your app. In the case of a Traffic objective, you are asked for information on the website to which you hope to send traffic.

Targeting

One of the best features of TikTok Ads is that you can clearly define the target audience for your Ad Group. This supposes that you understand the interests and behaviors of the people that you hope to target. You can even create Lookalike Audiences based on your current customers.

You build your intended audience by selecting a suitable combination of genders, locations, age groupings, languages, interests, and other factors.

Source: https://ads.tiktok.com/help/article?aid=6669731941937315845

Pacing and Scheduling

Your next decision is on how you spend your budget. You have two choices here:

  1. Standard – your budget is spent gradually over a day
  2. Accelerate – your ad budget will be spent as soon as possible during the scheduled campaign time.

Scheduling

You then tell TikTok when you would like to run the ads in this Ad Group. You can set your preferred dates for your ads, or you can opt for them to run continuously. If you select for your ads to run continuously, you choose a start date, and your ads will run until your budget is exhausted.

You can opt for what TikTok calls Dayparting. With this, you can select one or more periods or all day to run your ads. 

Source: https://ads.tiktok.com/help/article?aid=6669731941937315845

Bidding and Optimization

TikTok Ads works similarly to the ads on Facebook and Instagram. There are only so many ad slots, so each potential advertiser bids (automatically behind the scenes) for the right to have their ad presented to the targeted TikTok users.  They compete against other advertisers for their spot in each TikTik user’s feed. 

You set an Optimization Goal so that your bids reflect your campaign goal. You can choose from three optimization goals:

  1. Click – TikTok will show your ads to people who are more likely to click on them, and bill you by CPC (Cost Per Click).
  2. Impression – TikTok will show your ads to the best people to get the most possible ad impressions, and bill you by  CPM (Cost Per Mille). 
  3. Conversion – TikTok will show your ads to the people most likely to achieve your conversion goals. Billing here can be complicated, as it depends on what you are trying to convert, but will effectively be a modified CPC (Cost Per Click).

Source: https://ads.tiktok.com/help/article?aid=6669731941937315845


Ads

Once you have set up your Campaign and at least your first Ad Group, it’s time to start creating your Ads. The TikTok Group of apps now allows you to use both video and image apps, although image apps are not yet available in the TikTok app itself. You can get around this, however, by making a video from a series of images.

You should generally go through the following steps when creating your ads:

  1. Add your creatives, i.e., design, film, edit, and upload your videos (and images for TopBuzz/BuzzVideo/NewsRepublic). You can upload creatives from your “Library ” or click “Use Template” to create creatives.
  2. Choose a cover – usually one of the eight keyframes that the system automatically uploads from your video
  3. Preview your creatives
  4. Add an “Ad Name” for your ad group
  5. Fill in the “Ad Text” – the text that will show on top of your creative to the audience
  6. Include a Call to Action (CTA) in each ad you upload. You will want this to relate to your campaign goals and Ad Group objectives.

Source: https://ads.tiktok.com/help/article?aid=6669387935734824965

If you are sending people to your website, you will also need to set up a tracking pixel to collect the necessary data so that you can track the success of any conversions.

Categories
Social Media

Social Media Trends for 2020 and Beyond

Saying that most people spend a good part of their days on social media would not be an exaggeration. Not in today’s world.

Social media has become an integral part of people’s lives and daily routines. Some are addicted to it so much that the first thing they do after waking up is to check their social media feeds.

Given the importance of social media in consumers’ lives, marketers and businesses flock to social platforms in the hope of connecting with their target customers. However, there is a content overload on social media and the competition is very high. It can be extremely difficult for you to stand out unless you have a clear social media marketing strategy.

Staying updated on the latest social media trends can help fuel your strategy and make you stand out in the crowd. Here are eight social media trends that you need to be aware of for 2020 and beyond.

Social Media Trend #1 – Ephemeral Content Will Keep Gaining Popularity 

Ephemeral content is something that is available only for a short duration and disappears afterwards. Instagram and Snapchat Stories are perfect examples of this type of content.

Today, people’s attention spans are short and the way they like to consume content has also changed. This is why content formats like Stories have become popular. They are short, engaging, and addictive in a way that people can spend hours scrolling through one Story after another.

This is evident by the substantial rise in Instagram Stories’ daily active users, as shown below.

Image Source: Statista

Marketers have taken notice of this trend and will continue to leverage it to their advantage. According to this recent report by Hootsuite, 64% of marketers either already have incorporated Instagram Stories into their strategies or plan to. 

Another study suggests that brands post a Story once in four days, again, proving the point that these are getting more and more popular.

Image Source: Socialinsider


Social Media Trend #2 – Niche Social Platforms Will Perform Well

Facebook and Instagram have long dominated social media as the largest and most popular platforms. However, in recent years, several other niche social media platforms have not only emerged but have significantly risen to fame. 

TikTok, for example, is one such platform that started in 2016 and immediately gained popularity among youth. B2B companies prefer LinkedIn for their social media initiatives, while the gaming community flocks to Twitch. There are several such alternative social media platforms that are gaining popularity and will continue doing so in 2020 and beyond.

Here are some of the most popular social media platforms by the number of users or registered accounts.

Image Source: Statista


Social Media Trend #3 – Instagram Will Remove Likes

Instagram is one of the largest social networks and any major changes implemented here can shape the social media landscape. One such major change is the possibility of Instagram removing the likes feature for posts.

Instagram has recently tested this proposal in a beta test and may soon apply this change globally. The logic that it has given is that likes determine a person’s social value and waiting for such validation is detrimental to people’s mental health. 

However, there are a lot of people who outright reject the reason and think that Instagram wants to implement this change to earn more. Brands pay enormous sums of money to influencers to promote their products. None of this money goes to Instagram. In fact, influencer marketing has become so popular that brands are moving away from traditional marketing methods like advertising.

If Instagram removes likes then brands won’t be able to measure the direct impact of their campaigns as easily as they do now. This might encourage some brands to invest in Instagram Ads as they can easily track the ROI for those.

A scenario where Instagram successfully removes likes and gets more marketers to move to their ads feature could be transformative for social media marketing. This will not only affect influencers but may also encourage other social networks to make such moves.


Social Media Trend #4 – Social Commerce Will Expand

Social media platforms like Instagram, Pinterest, and Facebook have long been used by brands to sell their products. Social commerce has become a new retail avenue for brands and this trend is only going to get stronger.

Social commerce is well on its way to becoming a mainstream retail channel on par with other mediums like websites and offline stores. This trend will strengthen further with more and more social networks introducing pro-selling features like shoppable posts.

From shoppable posts to Instagram Storefronts, social networks are continuously evolving to become retail platforms. Brands and marketers will leverage these and incorporate social commerce in their sales strategies.


Social Media Trend #5 – Video Content Will Dominate

Video content is one of the most engaging forms of content and will soon dominate the social media a clear winner over all other types of content. Whether it is short-form videos like those popular on TikTok or Stories or long-form content on YouTube, videos are the future of social media content.

According to a Cisco study, by 2022, 82% of all online content will be video content. This clearly shows how important it is to start utilising video content to stay relevant in the social media domain.

If you’re not currently creating videos, it is time that you include it in your content strategy. In the near future, videos will dominate social media and anyone who doesn’t realise that will have a tough time.

You can start by using features like Stories both for your social media content and for advertisements. You can also add videos to your social media posts, even on platforms that were traditionally dominated by image or text content.


Technology Adoption Will Be at an All-Time High

Social media will see a rise in the adoption of technologies like augmented reality (AR) and virtual reality (VR). As these platforms grow, users will demand better and more engaging experiences and these technologies can make that happen.

Facebook is already taking huge steps in this direction with the introduction of Horizon, their social virtual reality world. This is a kind of virtual world where people can connect, play games, and explore. This is the next level of social connection and could very well be the future of social media.

While the adoption of VR in social media might still be at an extremely nascent stage, the same can’t be said for AR. Augmented reality filters are now being used on several major platforms like Snapchat and Instagram. These were introduced as a means to enhance the visual content shared on social media and are widely popular.


Influencer Marketing Will Continue to Soar

Influencer marketing is not a new trend, but it is one that is going to stay for a while. Social media today is dominated by influencers who are getting paid exorbitant amounts to promote brands. 

The adoption of this trend can be seen from both perspectives. One can be seen by the sheer rise in the number of influencers on social media. Second can be seen by the increase in marketing spend on influencer marketing by businesses.

Investing in influencers is much cheaper than running paid ad campaigns and yet it delivers good results. Moreover, influencers can help marketers achieve a variety of marketing goals and not just generate leads. These are the two main reasons why it has become so popular and is continuously getting stronger and bolder.


Marketers are not just collaborating with 1-2 influencers now, but are working with a whole network of small, relevant, niche influencers. This kind of influencers get much higher engagement and cost much less. Going forward, more and more marketers will use this strategy and work with multiple smaller influencers instead of one celebrity.


More Regulatory Control and Legal Scrutiny

While there are numerous benefits of social media, there are certain negatives that have come to light in recent years. Data privacy and security are two such issues that have made the headlines for social networks like Facebook.

Social media can be very easily used to gather information about anyone and misuse it. There are allegations that certain social networks even sell their user data to other companies.

In light of this, social networks and regulatory bodies will tighten their norms and put more policies in place. Social media is considered unsafe by many people and it would be in everyone’s best interest to change that. So, be ready for more regulations and restrictions on all platforms.


Higher Adoption of Augmented Reality

Augmented reality enhances our reality by adding digital elements to it and changing the way things actually look. Social media platforms have found interesting use cases for this technology and have started leveraging it in recent years.

Instagram, for example, uses augmented reality for its numerous photo filters. Have you seen those filters that can add makeup to your face or a sunglass or bunny ears? That’s nothing but an application of augmented reality for social media.

This trend, though heavily popularised by Instagram and Snapchat, will be adopted by other social media platforms in the coming years. Facebook, for example, launched AR filters before Instagram, but they got popular later. Facebook is also experimenting with other AR and VR functionalities and will come up with more applications of these technologies in the future.

The applications of AR on social media are not limited to just photo filters to post fun posts and stories. Brands can also leverage augmented reality to provide better shopping experiences to their customers.

Sephora, for example, is a beauty brand that has long used AR to allow their customers to try on makeup before buying. While this capability has been on their mobile app for a long time, they have recently also launched it for Facebook.

Now, users can try on Sephora products via Facebook Messenger, using augmented reality filters. This helps people make better purchase decisions, while also having a unique shopping experience.

Augmented reality can have a lot of potential social media applications for brands. And, this trend will be further driven by social media platforms’ continuous efforts to add more AR functionalities.


Increase in the Use of Social Media for Customer Service

Social media has traditionally been a place for people to connect with their social networks and share photos and videos. However, those days are long gone and social media is now so much more than just that.

It has become a retail platform, a product discovery platform, and now, even a customer service channel. A lot of brands have started recognising social media networks as platforms for delivering customer service.

This transition happened gradually as brands started noticing that a lot of customers try to reach out to them on social media. This may be because of a lack of response on other channels or just because it was a more direct way to reach the brands.

It goes without saying that brands started responding to such messages and directing those customers to the right channels.

Fast-forward a few years, and imagine the number of such interactions growing multifold. It’s not just some one-off cases where customers post their questions or complaints on social media and brands respond. Now, it has become a significant enough customer service channel for brands to recognise it as one.

And, it is one of the most important customer service channels, owing to the massive repercussions of not handling a customer well in front of other users. So, it becomes all the more important for brands to handle these customers well.


Personalisation Will be Paramount

Personalisation is a global consumer trend that has been there for several years now. However, it is still a recent one when it comes to its adoption for social media.

Some might argue that brands can’t exactly personalise their social media content for different consumer segments. True. But, they can still customise their social media ads for as many target segments as they like.

The key aspect where businesses and marketers are leveraging the personalisation trend is in their delivery of social media ads. Social media platforms have started providing advanced targeting and customisation options for marketers. These let you show the right ads to the right people at the right times.

Personalisation has reached a level that these social media platforms now also understand the type of products you like. And, they show you ads for similar products from different brands.

Don’t believe me? Try checking an ad, any ad, on Instagram. Within minutes, you will see ads for similar products all over your feed. The more ads you click on, the better it will understand your online behaviour and preferences. And, the next thing you know, all of your Instagram ads will be personalised and curated to your tastes.


Local Targeting Will Become More Prevalent

Just like local SEO is for local brands who want to get more organic traffic, local targeting is the counterpart for social media. A lot of brands use location-based targeting to reach out to and attract people from a specific geographic location.

One common way in which brands attract a local audience is by geo-tagging their posts and stories. If you add a location to your social media content, it will automatically draw-in a local audience.

Social platforms like Instagram provide the option to search for posts from nearby places or specific locations. If you add locations to your content, it will show up in these search results, helping local people find your brand and content.

Geo-targeting works especially well for promoted posts or tweets as these platforms help you target the right audiences.

For example, if you use the “boost post” option on Facebook, you can also select the locations that you want to target. Facebook will show your posts to users in those locations.

Brands can also use geo-targeting to get more people to attend their local conferences and brand events. Or, they can use location filters in their social media ads, to advertise only to a relevant, local audience.

There are a lot of benefits of location-based targeting on social media and you simply need to know how to leverage it.


More Brands Will Incorporate Social Listening into Their Strategies

Social media is a goldmine for data and insights that businesses can use to refine their social strategies. And, with the launch of so many social listening tools, it has become very easy for anyone to access these insights.

Given the ease with which you can tap into social conversations to draw meaningful insights, social listening has made its way into every marketer’s strategy. Brands and marketers are using it for a variety of use cases.

From understanding the impact of a social media campaign to understanding how people perceive a brand, you can get a lot of information using social listening. This has made social listening an integral part of most marketers’ social media strategies.

There are a lot of social media listening tools that you can use for this purpose, so start experimenting and find the one that you like best.

Categories
Lead Generation Real Estate Marketing

8 Ways Realtors Can Use Digital Marketing To Boost Sales

As a realtor, you may have experienced a major shift in the last ten years. Clients are beginning to buy houses in a different way, often beginning with online market research and a clear vision of precisely what they want out of their future home.

For best-in-class realtors, digital marketing has come to the forefront of their marketing efforts. From generating new leads to completing successful sales, the real estate industry is now reliant on digital marketing.

Real Estate and the Importance of Digital Marketing

Social media was one of the first game changes for realtors seeking ways to get noticed online. From purchasing Facebook Business Ads to sharing photo albums of new listings, various social media platforms allowed real estate professionals to build a brand and a booming business.

With 84% of real estate professionals using social media platforms, how can modern real estate brokerages and realtors in the United States further differentiate themselves in a saturated market? Your digital marketing strategy can have a much greater impact than traditional marketing strategies.

To jump-start your real estate digital marketing strategy, use the following 8 tips and tricks to get the results you’re seeking:

1. Develop an Email Campaign

No matter the industry, an email nurture campaign is a valuable tool in connecting with new leads and staying relevant with past clients. Ideally, a well-rounded campaign will funnel potential clients through predetermined actions based on their buyer profile and previous engagements with you.

According to Smart Insights, the average open rate of emails for real estate businesses is around 27% with a click-through rate (CTR) of 3%. However, the more relevant your content is to a client, the more likely they will be interested in opening the email to see what you have to say.

2. Create a User-Friendly Website

How many times have you opened a website only to close it because it wouldn’t load fast enough? With so many photos and links, realtor websites can sometimes be a web developer’s nightmare. However, with the help of a professional web designer and a knowledge of what your clients are looking for, real estate professionals can develop a responsive website that is optimized for mobile browsing.

Almost half of all web browsing is completed on a mobile device, so if your website is not designed to be responsive, your clients will not be able to browse your site comfortably. Your mobile-friendly website should include the following content in order to give your clients the best experience:

  • A list of all new listings
  • Content that will guide them throughout the home buying process
  • Links to relevant moving-related services such as lawyers, movers, and home inspectors

In addition, consider implementing a live chat feature on your website. Your real estate business is extremely people-centric, meaning that it’s important to be available when they need to ask questions. Investing in a live chat software allows people to connect 24/7 and schedule appointments without necessarily speaking directly to you.

3. Pay-Per-Click Advertising

Pay-Per-Click – also known as PPC – advertising is an excellent strategy for realtors looking to generate new leads based on ads that they pay for every time the ad gets clicked on.

PPC is a great digital marketing option for real estate professionals seeking potential clients who may genuinely be interested in their offering, as they only pay when someone clicks through their ad.

Often, PPC ads can be targeted toward individuals who have searched for correlated keywords in Google or another search engine.

4. Create and Post Valuable Blog Content

Responsive websites that have a blog often have 434% more indexed pages, helping real estate professionals achieve better SEO.

A blog is a fantastic way to level-up your SEO, build a positive reputation online, and provide your clients with actionable advice on buying or selling a home or piece of property. A real estate professional’s digital marketing strategy is nothing without valuable content, whether it’s shared on your website or social media.

In addition to your responsive website, make sure that you regularly write content that buyers and sellers can come back to for answers to their most pressing real estate questions.

5. Host Virtual Tours

Virtual tours of a home are incredible pieces of content in a successful digital marketing strategy. Not only do these tours share video content – which generates revenue 49% faster for marketers than non-video users – but a potential client can get an idea of what a home really has to offer them.

Purchasing a home can be difficult, and as a real estate expert, your job is to make the home buying journey as easy as possible for your clients. Andrew J Carr shared some of the more critical qualities realtors should try to include in successful virtual tours, such as:

  • Using real footage of the home, as compared to digital illustrations
  • Ensuring the video of the tour is interactive and responsive across all viewing methods (mobile and desktop)
  • Making the virtual tour 3D and user-friendly

6. Create a Social Media Marketing Strategy

Create a Social Media Marketing Strategy

It’s one thing to post real estate-related content on your Facebook account every once in a while, but a full-fledged social media marketing strategy is what truly yields the results you’re looking for. Some ideas of useful content to post on your social media channels include:

  • New or existing listings
  • Team bios (if you run a real estate brokerage)
  • Case studies
  • Relevant blog posts
  • Success stories

If you’re experienced in digital marketing, you may realize just how difficult it can be to create a social media strategy and to post regularly across all channels. However, tools like Buffer are designed to help make social media content development and scheduling simple and clear.

The most important rule of thumb for developing a social media strategy for your real estate business is to share varied content. Although sharing listings is an important factor of your digital strategy, you want to make sure that your content is useful for a broad audience, not just leads in the market for a new home.

7. Host a Webinar

Host a Webinar

Sharing all your expertise as a real estate professional is vital for successful digital marketing. Thankfully, techniques such as webinars and online workshops make it easy to reach a large audience and stay relevant in the industry.

GoToWebinar is a webinar hosting tool designed to make creating and hosting webinar events easy, and it is extremely user-friendly from both ends of the operation.

Digital marketing for real estate professionals relies highly on generating inbound leads, so getting your name and expertise out there is vital for a successful digital marketing campaign.

8. Ensure You Spend Time on SEO

SEO, or search engine optimization, is a critical technique to drive leads to your website. When done correctly, your website and web pages will show up higher on search engine results pages (SERPs) during relevant searches.

However, Google and other search engines are constantly changing their algorithms, so it’s critical to focus on your SEO more than one time. Keywords are a basic aspect of SEO that can make a significant difference. To include keywords in your SEO strategy, make sure that you include high-ranking keywords such as your location and your industry throughout your blog content and website.There are other elements of a strong SEO strategy, including:

  • Backlinks
  • Meta titles and descriptions
  • Social media pages
  • Online directories

Because content is such a valuable asset to a good SEO strategy, make sure that you update your blog regularly. Typically, the material that is ranked highest on Google is between 1,140 words and 1,285 words, so it may be a good idea to write high-value, long-form content on a regular basis.

Digital Marketing Improvements You Can Make Today

Develop buyer profiles: Buyer profiles are the ideal clients that you are trying to target through your content. From new homeowners to existing agents, take time to map out who your audience is, what they do, their average salary, and other characteristics that might impact their decision-making processes.

Start posting relevant content: Whether it’s from your blog or another trusted real estate professional in your brokerage, high-value content is what attracts readers and builds your reputation for being a well-informed expert online. Try to update your company blog once a week, and include valuable content for a variety of buyer profiles.

Work on improving your SEO: Increasing your rankings on the search engine results pages of sites like Google and Bing isn’t as hard as you may think. Take a couple of minutes weekly to review popular and industry-related keywords on Google Ads and make sure to include them throughout any copy you develop.

Invest in digital marketing training: In the modern marketplace, digital marketing skills are becoming ever more important in running a successful business. By choosing to invest in digital marketing training, you can ensure that you have the skillset necessary to stand out from your competition.