What is #KeepingCRESocial?
Welcome to #KeepingCRESocial blogs written by Sarah Malcolm aimed to inspire and educate the commercial real estate industry to engage and build their digital footprint on social. Subscribe to receive all #KeepingCRESocial posts by entering your email address below.
A recent conversation with an industry professional inspired me to think about how social media and blogging can help property managers and owners get their tenants to stay. “Stickiness” tends to be a retail concept, but the idea applies to multifamily and office properties, too. Keeping the tenants you have is more cost efficient than finding new ones. Loyal tenants build the foundation of a successful commercial property.
Over 700 million people now use Instagram, the visual sharing platform. No wonder more CRE companies are looking at Instagram to engage with their audiences! Today, Instagram ranks highly for overall engagement among industry professionals. One professional predicts Instagram usage will overtake Facebook by 2020. Why is Instagram getting all the buzz?
Do you ever feel overwhelmed by the work involved in social media marketing? It’s no wonder: in one Internet minute last year, Instagram saw 46,200 posts uploaded, Twitter received 452,000 tweets, and Google handled 3.5 million search queries. Content marketers feel the pressure to deliver real results in a crowded industry. We’re swarming with Insights and Analytics and content ideas all in the name of proving results. Social media content fatigue is real, but you can recover. How?
Everyone wants that piece of content to go viral. Reality check: we’re not all celebrities. Trying to reach millions of people with a crazy marketing video may get your brand name fifteen minutes of fame, but it’s unlikely to convert real customers. Your existing customer base may not even care about your cat video parody. When I talk to people whose mission for social media is to “go viral,” it’s time for a social media follower reality check.
Looks may be superficial, but for business, it’s the first engagement someone will have with your brand. Marketing without cohesion screams disorganization, and that’s not a the company most services want to engage with. A social media style guide is the go-to source for your team to create profiles and content that enhances your brand message, whether it’s a Snapchat or a white paper.
Who is more important: the customer you don’t have or the customer you do have? Even though we invest tons of marketing power in reaching new potential customers, the data makes a case to invest more into the customer you’ve already won over.
Referrals are not the only way to gain business. Think of the names in commercial real estate you know. How many names are not people you’ve personally met? That’s okay! Around 40% of people spend more time socializing via social media than face-to-face chats. This underscores the importance social media plays in every aspect of your business, including winning more business!
Storytelling is the marketing buzzword of the moment. But in business, the stories keep changing. Unpack each chapter as it happens using social media. It's up to you to craft the compelling narrative that keeps the audience hooked.
Stop viewing LinkedIn as a hub for job seekers. The social media platform improves brand engagement and awareness because you're building credibility as the go-to source in your industry. Building awareness through LinkedIn isn't complicated.
It’s back-to-school time for the kids! While they may think learning happens from August to May, we content marketing professionals know learning never stops. Check out these great networking events where you can expand your social media marketing chops.
About the Author
Sarah Malcolm is the Chief Digital Strategist for The Content Funnel. Prior to joining our team, Sarah was the Director of Digital Strategy for ICSC. Acknowledged as one of the CRE industry-leading social media pioneers, Malcolm has created and executed ICSC’s Social, Mobile and Digital strategy, winning over 40 awards for ICSC’s mobile apps, social media, digital and websites.