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There are some key things you could be doing wrong in your digital marketing strategy that would undo all your hard work in other areas. Marketing consultant Tiffany Wilson details some of these digital pitfalls.
1. Neglecting your website
Ms Wilson – who is the founder of marketing consultancy firm Chronicle Republic – says neglecting your website is the biggest mistake agents make in the digital marketing space.
“User experience on an agency website should be a number one priority of digital marketing. After all, this is your digital hub, where you should be driving your digital traffic to,” she said.
“Your website is your digital shopfront and should represent your brand. Especially the mobile experience ... more than 60 per cent of traffic to your website is probably coming from mobile so if you have a poor user experience on mobile, this should be your number one priority to resolve.”
2. Messy email database
Agents understand the importance of their email database, but it isn’t just about collecting people’s details and sending bulk email marketing.
“I still see a lot of agents and agencies blasting out ‘just sold’ and ‘just listed’ emails to their entire database. This tactic will simply deplete your email database and annoy people,” Ms Wilson said.
“A vendor who owns their home doesn’t care about a property you have listed for lease three suburbs over. Agents must provide value to their email database and relevance.”
Organising your database will allow you to target people with relevant content and stop them flagging your emails off as spam.
3. Not understanding social media metrics
“Some brands are very focused on gaining a large social media following and sometimes this can translate to agencies buying fake followers or attracting untargeted followers who will never use their services or interact with their brand,” Ms Wilson said.
Using this tactic will affect the other, more important, metrics such as your engagement rate, and can result in platforms penalising you for fake followers.
“Your engagement rate gives you an indication of whether you are actually reaching and engaging with your audience. Having a large follower base gives you social proof but most social users are savvy enough to know that if you aren’t getting much interaction with your content, you’ve probably purchased your fan base,” Ms Wilson said.
“Focus on quality over quantity when it comes to social media fans if you want to convert your efforts to dollars.”
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