EDI­TOR'S LET­TER

Elite Agent - - CONTENTS - Sa­man­tha McLean

DIG­I­TAL IS IM­POR­TANT FOR AGENTS.

I know you get it – how im­por­tant it is for per­sonal brand­ing, lead gen­er­a­tion and stay­ing in touch. Enough peo­ple talk about it.

But have you ever thought to your­self, ‘I wish some­one would help me im­ple­ment this stuff, step by step, in a way that will get me the big­gest im­pact fastest?'

I'm bet­ting you have – but let's come back to that in a mo­ment.

As I write this, the PM Trans­form chal­lenge is at the Bon Jovi stage; you know, half­way there.

Nor­mally I'm the host of the chal­lenges and coach­ing ses­sions; I usu­ally in­vite other coaches to speak and let them show off their ex­per­tise while I ask the ques­tions. But let me con­fess, there have been many times I've sat be­side a mar­ket­ing coach and have wanted to 'buzz in' and an­swer a ques­tion or two; I've im­ple­mented a lot of this stuff within Elite Agent – and have first-hand ex­pe­ri­ence in what works.

So this round, I put my­self to the test as the coach and in­vited par­tic­i­pants to ask me any­thing to do with dig­i­tal mar­ket­ing.

And... it was so much fun! Not only did it test my knowl­edge, but it also re­minded me how much I love the space. The par­tic­i­pants asked some great ques­tions about all types of things. What's the most im­por­tant dig­i­tal plat­form? What sort of con­tent works well on video? What do you post and when, and how do you mea­sure suc­cess? What do you boost and how?

So it's been a while since I've done this, but while it is fresh in my mind I'm list­ing here my top eight tips/tools for dig­i­tal and so­cial me­dia right now (there are many more but due to space con­straints I'm lim­it­ing my­self!)

1 Build your own home

Your own home on the web - your web­site - is your most im­por­tant dig­i­tal plat­form to in­vest in; be­cause just like rent­ing vs own­ing a home, no­body can change the rules or sell it out from un­der you. You can make all the changes, ren­o­va­tions and tweaks you like without need­ing a land­lord's per­mis­sion. You can­not say the same for your Face­book pres­ence, In­sta­gram fol­low­ing or even your LinkedIn pro­file. The land­lord could change the rules on you at any mo­ment.

2 If you don't own your home, rent­ing is tem­po­rar­ily OK

If you can't af­ford to have some­one build a web­site for you, cre­at­ing your own is not that ex­pen­sive and also not that dif­fi­cult with tools like Word­press. But whether you have a web­site or not make sure that your out­side pro­files – e.g. REA, LinkedIn, Google Busi­ness and so on – are all as com­plete as pos­si­ble. That will help you rise to the top of the ranks, be­cause more com­plete pro­files are boosted nat­u­rally in search re­sults.

3 Use ‘rented' plat­forms to drive traf­fic to your web­site

Use things like Face­book and In­sta­gram to drive traf­fic to your web­site with paid pro­mo­tions. And make the most of the traf­fic you do get from Face­book by in­stalling a pixel and re­tar­get­ing. The eas­i­est way to do that is with a plugin called Pixel Your Site (pix­e­ly­our­site. com – we use the Pro ver­sion). By the way, don't boost posts from your mo­bile phone; use Face­book Busi­ness Man­ager (busi­ness.face­book.com). It's not all that friendly, but it does give you more op­tions.

4 Build an au­di­ence and keep in touch via email

On public plat­forms like Face­book and In­sta­gram, you are fight­ing for at­ten­tion amongst all the other things go­ing on in your fu­ture cus­tomer's so­cial life. Build an email list (sep­a­rate to the con­tacts in your CRM that are fur­ther down your sales fun­nel) and make sure you send them good con­tent reg­u­larly. We use Ac­tiveCam­paign (ac­tivecam­paign.com) for this as it al­lows us to cre­ate dif­fer­ent in­ter­est 'buck­ets' and au­toma­tions for peo­ple who sub­scribe to #TheBrief (such as a wel­come) – and if you're just start­ing out, it's free.

5 Make sure you have lo­cal SEO down pat

Speak­ing of search re­sults, Google favours lo­cal busi­nesses over the ‘Trip Ad­vi­sors' of real

YOU ONLY HAVE TO WIN THE DIG­I­TAL GAME IN YOUR LO­CAL AREA, NOT AUS­TRALIA OR THE WHOLE WORLD."

es­tate like Open Agent, Rate My Agent, Lo­cal Agent Finder and so on. So, if noth­ing else, make sure you have a Google Busi­ness Page set up and you can pro­mote this on Google Ads. You only have to be the best in your lo­cal area, not Aus­tralia or the whole world. Also, once you've got your Word­press web­site up and run­ning, make sure you in­stall a plugin called Yoast SEO which also has a Lo­cal SEO add-on – it goes a long way to au­to­mat­i­cally sort­ing your SEO for you.

6 Mea­sure with Google Mar­ket­ing Cen­tre

If you are go­ing to build any type of web­site you need to mea­sure how it's go­ing so that you can make tweaks. My favourite Word­press plugin for that is Google An­a­lyt­ics Dash­board for WP by Ex­ac­tMet­rics – it makes it re­ally easy to in­stall once you have set up your ac­count in Google for An­a­lyt­ics.

7 Stalk your com­pe­ti­tion

Mir­ror, mir­ror on the wall, who is the fairest one of all? Tools like Buz­zsumo (buz­zsumo. com) and Like­alyzer (like­alyzer. com) will give you some an­swers as to how well you stack up vs your com­peti­tors on con­tent mar­ket­ing and so­cial me­dia. Work out what is work­ing for oth­ers in your space, put your own spin on it and do it bet­ter (or, as Gary Vee says, build a big­ger build­ing!).

8 Don't make it an Easter egg hunt

Planes land on pur­pose built run­ways and so should your web vis­i­tors. Fun­nily enough, the tech­ni­cal term for this run­way is a land­ing page. Build a land­ing page (or sev­eral of them) to keep a dis­trac­tion free zone for your web vis­i­tors to fol­low a par­tic­u­lar path. Land­ing pages are su­per easy to cre­ate with a Word­press page builder tool we use called Ele­men­tor (ele­men­tor. com). In fact, with Ele­men­tor you can eas­ily build just about any type of page you need – no web de­vel­oper needed.

Now, back to my orig­i­nal ques­tion.

Have you ever wished that some­one would sit along­side you to help you im­ple­ment this stuff, step-by-step?

If you have, the next round of Trans­form we are hold­ing is for you.

Start­ing on 15 Novem­ber, our fi­nal 30 day chal­lenge for 2018 will fo­cus specif­i­cally on dig­i­tal mar­ket­ing for both sales agents and prop­erty man­agers. We will demo all of this stuff (and more) so you can im­ple­ment it one step at a time over the 30 days to make sure you get well on your way to nail­ing your dig­i­tal brand mov­ing into 2019. To­gether (if you're game) we're go­ing to build some Word­press land­ing pages, get some ad cam­paigns run­ning, pimp some pro­files, start build­ing your email list, plus much more.

(Oh, and yes, this is 'The Lead­er­ship Is­sue'. This is just me talk­ing Dig­i­tal Lead­er­ship!)

PS: to find out more and to reg­is­ter, visit eliteagent­trans­form.com.

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