January 2, 2013 in Social Media For RE Investors
In part 1 of this article, we covered the things that Facebook can do for you. We also discovered what it cannot do for you. In part 2 of this article, you will learn how to use Facebook successfully. If you missed part one of Joy's guest post there is a link at the bottom of the page.
How do I know I am using Facebook successfully?
You can tell your success in social media through 1) The amount of connections built through “Likes” or followers and 2) The amount of activity your page achieves through responses and comments on your posts.
These are two quantifiable and verifiable results that show you how much trust you are building in your online community. Customers want to buy from someone that they know and they trust. You can see it in your own life. You’ll buy a certain brand over a competitor, even though they offer the same product. You do this because you have had a good experience with that brand in the past, or maybe you like the company’s philosophy. Basically, you trust them. In a business like real estate investing, trust is key.
Okay, so now I know exactly what Facebook is as a marketing tool; the good and the bad. How does this work in application?
As I mentioned earlier, the key is BALANCE. If you are having success with you’re direct mail or TV ads, then KEEP IT GOING. If what you have is working, don’t mess with it, but you now have another tool to compliment your traditional efforts. You can begin using social media to network, to connect with your clients, and to build trust with your prospects. This builds your company’s brand awareness to prospects, and brand loyalty with those with whom you’ve already worked. If you’re on the other side of the coin, investing all your marketing in social media, you’re not reaching the biggest audience you could be. Investing in direct mail would drastically expand your prospect reach and expand your bottom line too. Everybody wants that!
I Have Five Great Uses For Facebook For You:
1. Post Company Pictures
Take pictures of in-office events. This could be a funny situation, a birthday, or just a picture of employees working hard. Pictures are a great way of turning your company from a corporate logo into a collection of people. This adds a personal connection that clients crave. As consumers, we want to do business with people we know and like. If you had a choice between buying from some guy at Company A versus Kim at Company B, who posts funny pictures of her cat, who would you choose? Probably Kim. Prospects want to do business with real people, so making that personal connection pays off big.
Practical Tip: Make sure you have one person designated to handle the Facebook account. Facebook posts by committee will be inconsistent and start to get overlooked. Also, make sure whoever that person is knows how to use a camera well. Blurry or boring pictures posted to your Facebook page aren’t doing you any favors.
2. Post Interesting Questions
Remember, the two goals of social media marketing are building a following, and encouraging interaction and activity on your page. So you want to get the conversation going by asking interesting questions and encouraging a response from your followers. This can be a business-related question like, “What do you look for when you are house hunting? Curb appeal? Great appliances? Floor Plan?” Or you can post an informal question like, “Who do you think is going to win the Superbowl?” The key is opening the lines of communication naturally, and letting trust develop through your online interactions.
Practical Tip: Keep a schedule of your Facebook posts and stick to it. Things will come up and if posting regularly isn’t a priority it will slip between the cracks. Inconsistent Facebook activity means your followers will stop checking in and become disinterested. Having a Facebook page that has infrequent posts and long periods of inactivity is worse than not having one at all.
Coming Next ….. 3 more great uses for facebook.
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Joy Gendusa About Joy Gendusa: Joy Gendusa is the owner and CEO of direct mail marketing firm, PostcardMania. Joy began PostcardMania in 1998, with nothing but a phone and a computer, never taking a dime of investment capital. Joy originally started PostcardMania as a full-service postcard marketing company helping clients create turn-key marketing campaigns with graphic design, printing, mailing list acquisition and mailing services. Since then, PostcardMania has expanded to offer its clients more services including website and landing page design and development, email marketing and full marketing evaluations — all while continuing to educate clients with free marketing advice. In 2011, PostcardMania reached almost $45 million in annual revenue and the company now employs more than 195 people, prints 4 million and mails 2 million postcards each week, and has more than 53,000 customers in over 350 industries. Please visit PostcardMania for more information. Find Joy on Google+.