What will fill your marketing editorial calendar in the months ahead? It can be daunting to lay out writing assignments for your marketing efforts, but it does not have to be. With a bit of forethought and planning, you can tap into writing inspiration on a regular basis.
Focus your real estate newsletter writing.
Your first step should always be to consider your audience. To really craft meaningful lead-generating content, you need to focus on your target market. The goal is to keep your readers’ needs in mind while also keeping your business growth goals in mind when writing marketing content.
What are your goals?
Map out a hierarchy of what is most important to building you pipeline.
Are you trying to build up specialty areas, such as vacation properties or retirement properties?
Looking to generate more new opportunities overall?
Seeking to improve client retention and nurture existing relationships?
Want to stand out in a competitive marketplace?
Growing a base of referral sources?
Lead generating content has a pain/gain approach. It is important to consider your goals when you begin building lead-generating content. Your articles should provide a path toward solving a pain point so readers naturally follow that path to seek out your services.
Think about how your services could tie into an article and offer an obvious connection back to you for help. Focus on providing just enough relevant advice to give your prospects the confidence that you are the expert source who can address their real estate needs.
The next natural step for your readers should be to connect with your firm to solve their needs.
When you have key articles focused on generating new opportunities and leads integrated into your strategies, be sure you’re setting lead alerts so you can follow up on new warm prospects.
What should you write?
Inspiration can originate partly from preparation and partly from borrowing existing ideas. It’s always good to have a stockpile of starting-point themes to fall back on when writer’s block inevitably strikes.
“Inspired” Ideas for Your Next Article
Q&A – Or “Dear Abby” Approach
This vs. That Strategy Comparison
All of the ideas here could come from a single interview with a client. If you sat down and interviewed a client for just 30 minutes, you could get all the information you needed to create five articles with each of the above approaches. If you did this with just several clients, you could stagger that content out and have a full calendar of meaningful content for a year.
More Ideas to Inspire Creative Content:
Trending Topics Following Current Events
Common Mistakes and How To Avoid Them
Spotlight Your Team Members
Feature Events and Philanthropic Involvement
Don’t forget to invite a bit of the human element into your content marketing to help readers develop brand loyalty and keep your audience engaged. People stories for fun, and features focused on your staff members’ pets, babies and activities can be a delightful addition to your marketing.
Fun Topics to Consider:
A dog day at the office
Match the staff member with the baby photo
Birth announcements – tiny tee shirts with your brand logo on new babies
Take Your Child to Work Day
Holiday or seasonal themes
Office family picnic highlights
“Where’s Waldo” theme following staff members on vacation snapping a photo at a noteworthy spot with your company mascot
When does timing impact my writing?
You should be following deadlines and seasonal trends to develop an annual content calendar for your firm. Take note of holidays and changing seasons to inject timely, fun themes into your writing. Incorporate these strategies to keep your content marketing fresh and engaging.
In order to get leads flowing in through your digital marketing, you must first make sure you have set automated lead alerts on key content. You should also check your click-through reporting to monitor prospect click activity.
“Great! I have a lead… Now what?”
Once you start generating leads through your email marketing, implement a strategy for converting click-through activity and lead alerts into new clients. Lead tracking is a key component to your success. Lay out a basic and intuitive process for monitoring and responding to leads.
STEP 1: Look at What Generated the Lead Alert or Click Activity
Check which article or banner piqued your readers’ interest, and make a note of the topic that generated the lead.
STEP 2: See Who Responded to Your Lead
Look at the individual’s contact record in your database. See if they have also been clicking on other content in the past. If you notice a trend, you definitely have a warm lead in-hand. If this is the first click, you may still have an opportunity to convert your lead into a client.
STEP 3: Follow Up on Your Marketing Leads
Send a personal email with a follow up message to your prospect. Say something like, “I noticed you recently read an article in our newsletter about [topic here]. Is this something you’re thinking of exploring? Feel free to email me at email@example.com if I can help.”
After one or two passive emails like that, take the next step and call your warm lead with a friendly approach to feel them out on their level of interest. Even if they don’t access your services at that time, you have successfully reminded them that you’re available if their needs change in the future.
STEP 4: Track Your Marketing Leads
Creating accurate and comprehensive records of your lead follow-up is a vital aspect of successful lead conversion. Make a record of your phone calls and follow-up emails either in your email marketing platform, CRM tool or tracking system of your choice.
STEP 5: Act or Release
If your prospect shows interest, schedule an appointment for a consultation or take appropriate next steps. Be sure your team is aware that you will be connecting them with new prospects generated by your email marketing.
If the lead does not show any interest after a couple emails and phone calls, step back and wait for future interactions. Review your follow-up records to make sure your team is not saturating the prospect with sales calls. As long as your prospect is subscribed to your email newsletter program, there will always be another opportunity to connect.
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Do you have a great email article that is just begging to be shared on your social media business pages? You may be able to easily share your email articles directly from your marketing newsletter. Many email platforms allow you to post your email newsletter articles with just a few simple clicks.
Quick Tip: Create a Guest Record First
In order to produce links from your email articles to be used in social media marketing efforts, consider creating a “Guest” contact record. Use the first name “Guest” and the last name “Contact” (or something similar) and your info@ or contact@ email distribution to set this record up. Additionally, you may complete the record with your business address, phone number and any additional contact information you would like to share to route interested prospects to your company. This way, any links or articles you use from your email marketing on social media can be tied back to your guest database record and your business contact information. Another benefit of this practice is that any personalization you may have used in your email will simply display as “Hello, Guest!” or a similar generic greeting. This will add a universal appeal to your emails when you forward your newsletter to interested parties, post the latest edition to your website or share articles with your social fans and followers.
Next Step: Start Sharing
The social sharing function of an email article varies between platforms but is usually a straightforward process. To give you an idea how an article can be shared, here are the steps you would take if you posted an article from this newsletter to Facebook.
1. Click through to the full article. At the top of the article you will see a “Share” option. Click to share.
2. Choose which social network you prefer. At the bottom of the social sharing tool window, you will see an option to share the article to one of the four major social networks. Click the icon of your preferred social network.
3. Choose whether you’d like to share to your personal or business page. In the Facebook example we’re showing here, you’ll have the option to share to your own timeline or to a page you manage.
4. If you manage multiple business pages, choose a business page. Pick from a possible list of business pages you manage, and then click the “Post to Facebook” button.
Success! Your post will now be on your social media site for all your fans and followers to read.
Using a social media management tool? Platforms like Hootsuite and others allow you to post to multiple social networks simultaneously, and also schedule out future posts. If you’re using a social media manager to schedule your posts, simply grab the URL from your full article (once you have clicked through to the full article view) and schedule your article to multiple networks as a link post.
Posting a Newsletter Article to Your Blog
Posting an article from your email newsletter to your blog can be as simple as copying and pasting the text from your article into your blog. You will need to take some additional steps to format the article to look appealing on your blog. You will also need to make sure you have the right to distribute any purchased content you may have bought for your email marketing on your blog and social media sites. HomeActions does allow our users unrestricted use of content on social media and blog sites, but each marketing provider differs in that respect.
Additionally, you can make your newsletter articles more SEO-friendly by changing 100 words of the article to be unique to your company’s blog. Google and other search engines will look at your content as original if you change a portion of it and put your own stamp on the article.
You should also add keywords to your blog post. In the first article of this newsletter, Is This Your Situation? “I Need To Get The Word Out About My Ancillary Services…”, we list four ways you can add relevant keywords to your blog posts to help get found in organic search results:
Do some keyword research
Add keywords to your blog’s title, URL and subheadings
When using images, add keywords in the image file name and alt and title tags
Also use links to outside resources in your posts to increase your likelihood of receiving backlinks in return
Don’t forget to connect blog readers with your email newsletter. Once your newsletter article is posted to your blog, add a closing call to action that says something to this effect: “Do you like what you see here? SIGN UP to receive more tips from us every two weeks. SUBSCRIBE NOW!” This will give organic blog visitors a chance to opt in to your email marketing program.
This marketing best practices strategy is an excellent way to repurpose content across multiple channels to maximize the value and life of your marketing articles. Stay consistent in your efforts. Set up a social media and blog schedule that follows your email launch schedule. With these simple steps, you will be well on your way to increasing the exposure of your email marketing content by sharing it to your blog and social media sites on a regular basis.