You’ve read the stats.
B2C COMPANIES THAT BLOG GENERATE 88% MORE LEADS PER MONTH THAN THOSE WHO DO NOT.
Or how about this one?
ONE-QUARTER OF THE U.S. POPULATION (24%) SAID THEY MAKE PURCHASES BASED ON BLOGS.
You know you need to blog to make this work. You need to build the relationship with your audience.
You need them to know, like, and trust you – over shopping whatever agent appears on Zillow or Trulia.
And you’ve been at it. Cranking out blogs. Content. REALLY good stuff.
You’re formatting is on target.
You even threw in some Grade A images.
So….why the crickets?
Here are 5 Reasons Your Blog Post Aren’t Working (And How To Fix Them)
1. THE ONLY PEOPLE WHO READ YOUR BLOG – ARE YOU AND YOUR TEAM
Content needs to be distributed. You create it, yes, but then what?
Who is your target audience (and don’t say “anyone who wants to buy or sell a house” – think bigger)?
Who are you talking to you in your blog post?
Where do they hang out online?
Make a list, and get to sharing.
2. FACEBOOK ORGANIC REACH IS DEAD
I usually hate those copy lines that say “Some Marketing Tactic…Is Dead”, but in this case, it’s actually pretty darn close to true.
Current metrics estimate that only 2-5% of people who like your page on Facebook may see your posts.
If you have 1,000 likes – that’s only 20-50 people.
Facebook has become a “pay to play” table. And that’s okay.
Because if you know how to work the table, you can walk away with all the leads your competition is missing.
Use Facebook Ads to get in front of the people you’re missing now.
You can start as low as $1/day. No joke.
3. CTA? WHAT CTA?
You’ve managed to get people to your page. Awesome!
Now what?
Not having clearly defined calls-to-action that actually engage your visitor, induces a higher bounce rate.
On average, 98% of web traffic bounces from a website on the first visit.
Which means, 98% of your web traffic will hit your page, browse a few seconds, and then leave, unlikely to return.
Update your IDX site to include slide-ins or pop-ups with strong CTAs.
Plant your CTAs in your blog copy and listing copy as well.
Make it easy for people to know what to do next.
4. REMARKETING FOR PROFITS
If you’re going to lose around 98% of traffic the first time around, you need to have a way to get back in front of them.
It’s CHEAPER to get back in front of people that have already expressed interest in your page once.
PLUS – they’re more likely to engage the second time around.
In fact, depending on which case study you read, a great remarketing program can re-engage and convert between 30-70% of traffic that came back to your site.
Using Google, Facebook, or your favorite ad platform, create a remarketing campaign that reminds your prospects of why your team is amazing. Invite them into a relationship with you.
5. EVERYONE’S TALKING ABOUT FUNNELS
Let’s make this easy. If we take most of the “wizardry magic” out of it (and there is wizardry magic), a great funnel is simply:
An awesome ad that takes your visitor somewhere you want them to go to take an action.
If they don’t take that action, you gently (not annoyingly) remind them that you’re here to help serve them.
When they take that action, you email them a small gift and say “Hey, thanks! Let’s keep in touch!”
Email marketing is the least expensive way to stay Top of Mind in your prospect’s day-to-day, and if your email is personal, fun, and engaging – they won’t unsubscribe.
Instead, they’ll reach out when they’re ready to list – which may be sooner than you think – depending on your funnel strategy.
UNDERSTANDING FUNNEL STRATEGY – THE SIMPLIFIED VERSION
A simplified version of funnel strategy is a bit like networking, or even dating.
Day 1
You see the girl or the guy at the coffee shop. You smile.
They might not see you. They got distracted by the sound of their name being called at the counter.
Okay. No worries.
Day 2
The next day, there they are again.
You smile again. This time, they see you and smile back. Step one complete.
Day 3
On the third day, you step up, smile and introduce yourself. They reciprocate. Now you know his/her name. Awesome!
Day 4
On the fourth day, you ask if you can buy them a coffee and chat for 5 minutes.
You are now building a relationship. Voila!
Great marketing is simply introducing yourself and how you help people – just online.
SUMMARY
If you’re struggling to connect the pieces, I understand. It’s a lot of pieces. And you already have a lot going on.
I can help.
Want to learn more?
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