Writing blogs, creating content, video
Content is what your customers see in your ads and on your website and landing pages. Combine the content with a Lead Capture strategy to turn strangers into identifiable humans (ie. getting email addresses and phone numbers) and you understand the value of digital marketing in the whole sales and revenue process.
Google, Facebook, Twitter and LinkedIn have managed to turn the tables of marketing and advertising to something that is now massively slanted towards digital and online (and mobile) so good digital marketing skills and experience will give you an edge in almost EVERY organisation.
The key measuring points for digital marketing roles are:
- Returning visitors
- Pages per visit
- Lead capture conversion rate
- Conversion Rate Optimisation (CRO)
- Search Engine Optimisation (SEO)
- Cost per click
- Cost per thousand impressions
- Cost per lead
- Value of each sale
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Painting is an important task that immediately improves the value of a property. If you know what you’re doing, it’s not a particularly difficult task. If you don’t have any experience, or you don’t have the time, you’ll probably head down to your local Bunnings for some advice, ask a friend, or get online.
Educate customers to win business
Transparency is an important way to build trust with customers. Giving customers honest information about painting their home won’t ever do you out of business — it’ll probably win you some and that’s why Mark created some basic videos with tips on how to do certain aspects of the paint preparation work which he normally performs.
The fact is that no one likes doing it but when people are getting painting done and they realise how time consuming and messy this task is, they’d rather get someone else to do it!
Derek Farmer, a real estate agent on Sydney’s Lower North Shore, used educational videos to help sellers (and buyers, too) understand the sales process. This helped him attract new listings because people trusted that he would be open and honest about the real estate process.
Explain your process
It also made Derek’s job a little easier, because vendors knew what to expect when they were selling their home. That meant the process would proceed relatively stress free because Derek had been upfront about the process — before he’d even met the seller — and usually resulted in a quick sale.
Vendors who had good experiences with Derek recommended him to their friends, relatives, colleagues and neighbours — at one point, Derek had multiple listings, one after the other, in the same street, all due to good recommendations from previous clients.
What tips can you share?
Tradies, whether they’re painters or plumbers or gardeners, can use educational videos and blogs to demystify the work that they do for customers, and also help stand out from their competitors online and in their local community.
To learn more about using educational content as a marketing strategy for your business, sign up for our digital marketing management services or enrol in our digital and social media marketing training course if you’d like to DIY.
Videos keep property sellers engaged longer
Some website visitors prefer to read the writing on your website while others prefer to watch videos but no matter which content marketing medium you choose, relevant and useful information on your website will keep visitors there longer and video analytics shows you what’s working.
You can have a sample video that’s freely available and if it’s good your “anonymous” visitors may subscribe and join your marketing list and give you permission to send messages to them in the future. This information is probably common knowledge to you if you have spent some time researching online marketing, but the most important thing for real estate agents to remember is that you don’t have to get it right or perfect the first time.
We provide our premium real estate agents with a regular digital strategy report which reviews their digital performance in all aspects of their campaigns, including:
- popular landing pages,
- results of online advertising like Google Adwords and Facebook Ads
- click-through rates (CTR)
- subscriber growth
- social media influence, and
- video engagement
The image in this post shows the drop off in video views for Derek Farmer, a McGrath Real Estate Agent in Sydney’s Cammeray area. At first glance you see a drop that may appear bad, but these statistics are actually very good. There is always a drop off as people make the decision early on if this video is worth watching for them. If viewers are interested your goal as the presenter is to ensure that viewers stay with you until the very end and as you can see in this chart most viewers stay watching for the entire course of the video – and the video goes for a whole 3 minutes which is a long time for many Internet viewers.
Video analytics guide you to change
Video analytics like these help you make decisions that change the course of your digital strategy by telling you that you need to change or keep doing more of the same. When we work on our real estate agent websites and their digital marketing strategies video analytics is just one of the aspects we review with them regularly.
It’s one thing to have a flashy website with glossy images of yourself and a couple houses you’ve sold but it’s another thing to make regular updates to your website with an end goal in mind. Learn more about how our 123ezy Automated Marketing Response System is helping real estate agents build credibility and grow their online influence.