In this week’s guest post from SOBOX – the social media solution created by propertyadguru.com publisher Classified Ad Ventures - we focus on how to find your online audience:
To be a social media success story, you have to know where your audience hangs out online. This may sound easy, but do you really know or are you just guessing?
Even if your website is getting plenty of traffic, you need to turn these “customers” into active buyers and sellers.
There are a few ways to achieve this. Firstly, you need to identify with your online audience and understand what their needs, wants and desires are. This will vary, so it is worth inventing personas of the different segments.
For example: “I am a first home buyer who needs helping and nurturing through the buying process.”
“I am an investor who wants information on getting a better return (rental yield).”
“I am a seller who wants to appoint the best real estate agent in the area to achieve the best price possible for my house.”
“I am a real estate follower who enjoys getting the latest news, trends and listings.”
“We are empty-nesters wanting to sell our family home and downsize in our suburb.”
Once you have identified your personas, you then have to provide content that is going to fit and suit their needs.
This may involve using different tones, approaches and methods of delivery, depending on the audience and their related and associated keywords (to make sure your content is optimised for search engines), as well as their preferred social media channels.
To help you get started, ask your clients what they are interested in and how they access their information, how they make their buying decisions, and what made them decide on you to list their property, etc?
Also, look at this Flowtown information to ascertain people’s online communication habits.
Once you have the relevant information, work out a strategy to meet your clients’ and future clients’ needs. Make sure you optimise your content to include all the relevant keywords you have identified for these segments and your local area, then distribute this content to the appropriate channels.
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