In every business, the desire to get ahead of the competition is a given, which means it is important to strive to get ahead in any race – especially in business – and the desire to succeed cannot be realised without unbridled dedication and positive outcomes.
Knowing how to deal with your cards right and leveraging numbers to your advantage is critical to achieving success.
The same things apply to marketing- the more effective strategies you have in place, the more you generate leads and boost your chances for success in your business.
The right marketing formula
There’s no such thing as a “one-size-fits-all” strategy in digital or even traditional marketing and any experienced real estate agent will agree.
Creating the right formula means assessing and developing your assets, gathering and analysing business-related data, and constantly adapting and optimising your strategies to develop your marketing funnels and see it bear fruit.
What is a marketing funnel?
It is crucial to know what a marketing funnel is. It is a step-by-step process that helps convert site visitors or readers into clients or customers. The funnel is designed to “catch” a reader’s attention and guides them through a series of steps until they end up becoming customers or clients.
Social media plays a very important role in digital marketing and one of the most prominent channels is Facebook.
For instance, there’s no doubt Facebook is the leading channel for social media marketing with its more than three billion active users around the world- and counting.
How to set up your funnel
Setting your marketing and sales funnel for the first time can be a bit challenging, but once you get started, you will start to experience the benefits it can offer for your real estate business.
Elements of the funnel
There are numerous combinations in executing your funnel using social media platforms, so you get started with identifying your target prospects such as Instagram, Google Adwords, Google My Business, LinkedIn, Facebook, etc. This is also known as the traffic source.
Now that you have your traffic source, create your lead magnet, which is a small piece of value you offer to entice readers, such as a solution to a specific problem in exchange for their email address or contact number. Common examples of lead magnets are discount coupons, case studies, market reports, etc.
Next, develop your Conversion Tool, which is usually a low-fraction high-value offer to those deciding to subscribe or respond to your call to action and provide their contact information.
Another helpful tool at this stage is the Landing Page which can help generate opt-ins, monitor and track conversions and target leads that you can find around on the internet.
Then, there’s the Autoresponder that lets you automate sequenced responses when someone opts in through the lead magnet and guide them through the next steps, establish the relationship, and converts them to clients.
One of the important elements of your marketing funnel that provides real value is your content. It builds your reputation and authority when retargeting ads, and inviting new prospects.
Finally, you have Reporting to help you generate and track data, calculate return on investment, and a tool that will provide intelligence and data for your campaigns, as well as effectively track your prospects and help them through their journey.
Assisting traffic through the funnel
Your marketing funnel is less likely to be effective without social media to boost your campaigns since it is a great way to guide leads to your funnel.
It is crucial for your prospects to expect to see you on social media as well as on your website, so take advantage of content and other enticing offers to provide them with solutions or answers to questions they need to be answered or addressed.
Next, establish your brand-building campaign through engagement activities and incorporating enticing listings as part of your marketing actions.
You can also take advantage of Google Search and Retargeting by putting it in front of them when using Google to search for real estate agents.
Establishing your online presence
One of the best tools to establish your presence and visibility online is through retargeting. Setting this up in your marketing funnel provides people with options through ads front and centre intuitively based on their navigation and online behaviours.
Also referred to as omnipresence, this is effective in letting you appear everywhere and always present in relevant queries in a non-offensive or unintrusive manner.
Optimise your funnel
Your marketing funnel will always be a work in progress and when it does not seem to work for you after some time, worry not because there are ways to help you scale marketing funnel campaigns.
Here are example scenarios that will guide you to optimise your funnel campaigns.
Are your pay per click (PPC) ads getting more expensive? Then your ad or conversion offers to need to have a second look and start planning your optimization strategies.
Are you getting very few opt-ins despite a high click rate? Consider re-evaluating your landing page.
Are you getting low sales performance despite a high number of opt-ins? Your sales process or funnel stages need a detailed review.
Is your funnel not working as expected? Review your data, identify and fill in potential gaps, and optimise your funnel using feedback loops that go through your review or feedback system.