Inbound marketing is the most powerful form of marketing real estate today. It focuses on using content to pull in potential clients.
The primary focus of inbound marketing is creating highly targeted content and reaching out to your potential customers through blogs, social media, e-newsletters, SEO and other forms of content marketing.
Unlike outbound marketing, inbound marketing is focused on aligning your content with your potential customers’ needs and interests, thereby pooling them and converting them into clients easily.
Inbound marketing, to be precise, is dishing out free content to win the support and loyalty of your target audience.
Many real estate agents today think they are doing the proper inbound marketing but wonder why their efforts are not yielding results.
Here are the major reasons your inbound marketing isn’t all that effective today:
1. Locking information
Inbound marketing is all about educating, enlightening and building relationships with your potential customers. But if you lock them out from this entirely, then that purpose is defeated.
Locking a potential client out can be accomplished by simply forcing them to sign up to receive or view information. Take special care not to make that mistake because you want to attract clients with your accessible information.
2. Not having an inbound marketing strategy
Starting inbound marketing without a clear strategy is an exercise in futility. You must have a clear plan for creating content for your blog on a well-researched keyword at a predefined date.
There must be a strategy in place to promote those content-using promotional tools such as SEO, guest blogging, blog comments and social media.
The same goes for social media marketing. The reason many agents fail at this is because there is no clearly laid out plan on how to engage your fans.
3. Annoying or intrusive calls to action
Inbound marketing focuses on helping a customer by providing valuable information and building relationship in the process rather than trying to force a customer.
Rather, than using an intrusive or annoying call to action, the best inbound call to action is one that utilizes users behavior and intent to offer a lead bait that has options to decline or to accept.
4. Lack of clear performance metrics
Every inbound marketing campaign must have a target. Let’s say you launched an inbound marketing campaign that cost you four hours a day.
Then, what do you want to achieve by spending these four hours a day and how do you intend to do it. That is what defines your performance metrics.
At the end of the day, you should be able to look at your performance metrics to see how far you have gone as well as how far you need to go.
You should be able to tell if you made your goal or not and what you did right or wrong.
What is your favorite real estate inbound marketing strategy? Please share in the comments section below.
Ibemere Obinna is a real estate agent and a digital marketing expert and blogger. Check out his blog realtymarketingtool.com.