The Most Powerful One-Two Punch: Blogging + Email Marketing
This article originally appeared in the January 2019 issue of Fort Wayne Real Producers.
The most powerful combo of any two forms of marketing is, arguably, blogging and email marketing.
Trust, credibility, access, and eyes—all for minimal investment.
Simply put, blogging establishes you as a source of knowledge in your field and your email list gives you direct access to people who most likely, already know your name. This helps foster trust and keeps you “top of mind” when they need your services.
Over 90% of homeowners will look online for information when considering buying or selling a home—a blog increases your chances of getting your name and information in front of new potential clients.
Attract new business by supplying customers with the information they need.
Part 1: Blogging
Top reasons to blog:
1) Website Traffic
All roads lead to Rome (aka, your website)—at least they should.
A blog fuels SEO. The more blogs you have, the “heavier” your website will be, and you will rank higher in Google search results. More traffic to your site means more opportunities to convert visitors into clients.
Your blog is good content for your socials, creates opportunities for sharing, and most importantly, links back to your site.
Think quality over quantity—blog posts should be “Evergreen” (never go out-of-date) as they can earn more views and leads in the future.
Important: Aim for 300 words minimum for blog posts, which is the optimal number for Google to easily find (be sure you’re using keywords on the back end!), and rank your page.
2) Establishes You as an Industry Expert/Authority
A blog builds confidence in you and your brand, helps foster relationships, and leads to more sales.
Use your experience, share your wealth of information, and help potential clients with your savvy insider knowledge. 75-80% of your content should be directly related to your business and the real estate realm, with a little local news, event, and human interest topics sprinkled in.
3) You Can Tell Your Own Story
If you don’t take control of your own narrative, someone else will. Inform, and don’t give people room to assume.
A blog is a great place to provide insight into your company, philosophy, employees, ideas, mission, and more. Inform your readers why you’re in business and how you can be of service to them. Differentiate yourself from the rest of the realtors in town—what makes you unique? Why should they choose you?
Added bonus: People will feel like they know you through your writing, which helps break the ice, putting customers at ease when dealing with you.
4) Cost Effective
Blogging is one of the least expensive forms of marketing after word-of-mouth and referrals. Each post is a long-term asset that helps grow brand awareness and promotes your expertise, products, and services. Once it’s live, every blog post has the potential to attract clients for years to come.
Another bonus: Customer inquiries that come in via your website/blog are generally more serious, as they are there for you, your content, and what they see is enough to make them reach out.
Remember: Always have a call to action! At the end of the post, be sure to have some action-able next step. Link to your services, your contact page, ask people a question, request them to take action—either by booking you, taking part in a promotion, or asking for their email.
Calls to action can be free estimates, free fact sheets, free trials, free webinars, something to get people to give their information over to you.
Calls to action convert traffic into leads, which turn into sales.
What Should I Write About?
Short Answer: Write what you know! … but also what people want.
Long Answer: Provide value, information, and explain your business to people.
Be as transparent as you can about what you do—people will appreciate it, and it will help potential clients find you.
Provide useful information. Answer specific questions people always ask, tips and advice for homeowners, staging do’s and don’ts, neighborhood profiles, etc. People will be more likely to remember you, and go to you when they need your services—if they know exactly what they are and that you are a knowledgeable professional in the field.
Think: Content that is useful for your target customer/client.
Personal real estate experiences (while respecting the privacy of clients), is a great place to start. A link to a blog on your website helping a client prepare their home to go on the market not only helps the process go smoother on your end, but also provides your client with a link they can share with their family and friends.
Referrals are some of the best leads, as you’re already vetted with a trusted source—being an expert with helpful tips easily accessible makes you an even more attractive agent.
What are people Googling when they look for a realtor or search for a house? Try to incorporate things your clients always ask you about, or likely Google queries. Then be sure to include the keyword tags on the back end of the blog, so that your content gets found.
Frequency: Create a plan, and stick to it. Consistency, as in all social media, is key. However, don’t let perfection stand in your way. An occasional blog here and there is better than no blog at all.
Start with a monthly blog, and go from there. Bi-weekly is also great, weekly—even better.
Okay, so you made a blog post, what next?
Part 2: Email Marketing
Blogs are the perfect content for your email newsletter. Instead of just popping into an email inbox with all your current listings—you are providing VALUE. Your content will reach a wider audience and drive more traffic back to your website.
More on the how’s and why’s of email marketing next month.
Don’t have time to blog? Need someone to run your email newsletter for you? DasFort Media has a long history of ghost writing content for local business professionals, and are happy to collaborate on a marketing plan that best suits your individual needs.