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.