Social media as a marketing tool

Recently I had the pleasure of presenting to the Ottawa chapter of the Real Estate Staging Association (RESA) with Alison Larabie Chase. (Thanks to Marilyn Brophy with Heart and Home Staging for the invitation!)

We discussed social media, both as a marketing tool in general (my part) and blogging in particular (watch for Alison’s upcoming guest post). Here’s a quick summary of the highlights.

Remember: Why you’re using social media

⇒ When was the last time you let your fingers do the walking through the Yellow Pages? You need a digital presence so that clients can find you – not having one damages your credibility. A website is the foundation, and your social media channels are another way to improve awareness and reach.

⇒ Bonus if you’re an introvert: it’s a great way to network. (I like to think of my social media connections as digital pen pals!)

Remember: Marketing fundamentals

⇒ With so much content on so many channels, it’s easy to feel overwhelmed. To make sure you’re not wasting your time, bring it back to the basics: your brand, your audience and your goals.

⇒ Your brand is your company’s personality, what you want to project, so make sure your messaging is consistent.

⇒ Your audience is current and potential clients, and those in related industries or groups who might refer you.

⇒ Your goals are up to you – just remember that social media is a tool that should work for you. If a platform isn’t working for you, whether because it doesn’t reach your audience or it doesn’t come naturally so you neglect it, you don’t have to use it.

Remember: It’s not about you

⇒ You provide a solution – you help clients with their hopes and fears. You make their job easier, you check important tasks off their to-do list. What can you do for them?

⇒ Most people overlook how social media is a great listening tool. What are people talking about in your industry? What are clients concerned about? Which of your posts get the biggest response?

Finally, don’t rely on social media exclusively. It should be part of your overall strategy to spread the word about how great you are at what you do, and how you can help your clients.