Does it feel like your content marketing efforts are going by the wayside? Do you feel like you are writing a lot of blog posts and adding a lot of content to your website, but it’s not translating into more business? The goals of content marketing are to drive website traffic and help convert website visitors into leads you can follow up with. If you aren’t getting these results from your content marketing efforts, it might be because you are overlooking some important aspects of a good content strategy. Take a look at these solutions to some of your potential problems to put your real estate company top of mind in your area and turn website visitors into YOUR homebuyers.
Lack of Frequency
In order to attract strangers to your real estate company’s website, you need to be practicing the fundamentals of inbound marketing by creating helpful, informative content in the form of blog posts, videos, lists, etc., to engage potential customers. Are you having a hard time finding and creating content and therefore you’re publishing what you do have at irregular, inconsistent intervals? If so, this could be why you are not seeing the traffic results you desire.
To acquire and generate good content you can set up web alerts for notifications on content to share, follow industry leaders in social media to see what they are sharing and writing about, and answer any questions in the form of blog posts that your social media followers or your previous clients have asked. When you start finding and creating plenty of content and start distributing it regularly, you will likely see an increase in generated traffic to your website. Plain and simple.
No Calls-to-Action in Blog Posts
Are you creating plenty of content and attracting the desired number of people to your website, but then you’re losing them there? If you’re not converting your visitors to leads, it might be because you are not including Calls to Action, or CTAs, in your blog posts. CTAs are usually images, and sometimes text, that are linked to a landing page on your website.
CTAs grab the attention of the reader with an offer of information they would find appealing, in exchange for their contact information. For example, your web visitors might be enticed by this CTA: “Fill out this form and receive a FREE eBook on The Best First Projects For Your New Home.” When the visitor clicks and ends up on the landing page, the exchange of information for content converts them to a potential lead. Including CTAs in your blog posts is critical in generating new real estate clients.
Not Distributing Your Content through Social Media & Email
If you’re generating a lot of content and also including CTAs in your blog posts but still aren’t getting the results you want, the problem might lie in your distribution efforts. Are you only posting your blog posts to your website, or are you also posting them on social media? If you are not including social media in your content distribution, you are missing out on a world of possibilities. While you might use your Facebook account to share listings, or promote open houses, are you posting your blog posts to drive traffic from your social media accounts to your actual website? Because that is where you are going to make your conversions and generate more customers. You should also post them to your Pinterest account, as well as Google+ for maximum exposure. In addition, including your blog posts in Email Eblasts will enable you to reach a lot of people at one time, so make sure to include them in your email marketing strategy as well.
Lack of Targeting
Still not having any luck with attracting the amount of visitors you want? Your problem might not be in your delivery, or not having a CTA, but rather in your targeting. If your content is not created or found with a specific audience in mind, there is less of a chance that they will be interested and take any action.
If you are trying to attract young, first-time homebuyers, for example, a blog post titled: “What Every First Time Homebuyer Needs to Know NOW,” is obviously going to grab their attention more than a post titled, “Top 10 Luxury Homes in St. Augustine,” which would be geared to attract more-seasoned homebuyers looking to purchase a lavish home.
One good way to segment your content is to distribute your EBlasts to different audiences, creating multiple sets of emails, one for each target audience.
Whether you are implementing all or none of these practices currently, one thing is certain, a content marketing strategy for your real estate company that encompasses all of these practices will help to draw in strangers, convert them to leads, and close them as homebuyers. For more information, visit Paveya’s Real Estate Marketing blog.