If you are promoting a business, you are a content creator. Whether you write blog posts, send weekly emails, mail postcards, or post to social media, you are having to come up with content to share with your audience. The better the content, the more likely you are to
Step #1 – Make a list of types of content
This list will vary depending on what industry you are in and what type of business you are promoting. However, there are some general types of content that work well across the board. Testimonials and case studies make great content as do the answers to frequently asked questions. (Not sure what your FAQs are? Ask your customer service reps!) Other great content ideas include product promotions, event invitations, how to’s, top ten lists, and employee spotlights.
Step #2 – Create a list of content sources
Not all of your content has to be original. Your audience will appreciate you curated relevant content from trusted sources. Keep a list of sources that routinely publish good information on your industry. The easiest way to do this is with an RSS Reader <—- Go ahead and click that if you don’t know what an RSS Reader is. One of your primary sources should be us, One Step Services! Not only do we provide great content on our blog, monthly newsletter and social sites, but every month we release new content ready postcards that can be used for real estate agents, small businesses and nonprofits. Want to get the scoop when we release new designs? Sign up here
Step #3 – Give each day a theme
At One Step, Mondays are for motivational quotes, Tuesdays are for tips, Fridays are for fun. Giving each day a general theme or category makes it easier to decide what specific content needs to be published that day. I also give the months different themes. For example, in doing my planning for first quarter 2018 (ah, how are we already at the point of planning for 2018?) I decided that the theme for February will be the importance and relevance of Direct Mail. About 75% of the things I post that month will be related to that theme.
Step #4 – Create a content calendar
Once you have your list of content ideas and your themes set, it’s time to map it out. There are literally hundreds of different ways to do this. TBH, although I have been planning content for years, 2018 will be the first time I have to get every single thing down on a calendar to show the bosses. So my typical system of sticky notes and dreams isn’t really going to cut it. The first thing that I’m going to try is a color coordinated Google Spreadsheet. At first I was worried it would be a little to linear for my scattered creative brain, so far it’s working quite nicely. Want to see a sample? Email me firstname.lastname@example.org and I’ll be happy to share.
Step #5 – Write /create / find your content
I know what your thinking…why do I have to do so much work BEFORE I start creating content? The reality is that creating content isn’t that hard, but creating effective, consistent, purposeful content is. And in order to create that kind of content, you definitely need to plan ahead and do steps 1-4. The good news is, that those first steps get easier and easier the more you do them and it becomes quicker to finish them every month. So don’t get discouraged! The hard work at the beginning is worth it.
When you create your content, refer back to the list you made in step one. Find a specific testimonial to post, answer a specific FAQ, write out a case study. Something to keep in mind…don’t be afraid to be a little personal. You don’t need to share your martial issues or what you had for breakfast, but your experiences with other business, your opinions on relevant industry news, and your solutions to problems you’ve experienced in business can be extremely valuable to your recipients. This entire blog post, for example, is based on my personal experience of creating a content calendar for One Step.
Step #6 – Distribute your content
Once you’ve written your content, its time to publish it! Where you publish is an entirely new topic for another day, but whether it’s on social media, through a direct mail campaign, or a post to social media, you need to share that ish! And yes, you absolutely can share the same content over multiple channels. You worked hard to create that content gold, use it and reuse it in different ways to get the most out of it.
Why do you do business with specific stores, people, and establishments? I bet you can come up with a long list of reasons- quality products, affordable prices, great customer service. All of these reasons can be summed up in one word: trust. You do business with people and establishments that you trust. It would stand to reason that your clients are the same way.
Building trust is an ongoing process. Not only do you build trust with potentials in order to encourage them to do business with you, but you must also continue to build trust with current and past clients. This way they’ll do repeat business with you and refer you to your friends.
This month’s Tip Tuesdays give you specific ways to build trust with potentials, clients and past clients. Have your own tips? Share them in the comments!
To build brand trust, focus on education more than a hard sell. Marketing today is all about educating the consumer. Don’t assume that just because there is so much information available on the internet, your audience already knows it. The opposite is true, there is so much out there people have a hard time filtering through and understanding it all. Become a resource that not only shares information but shows how it is relevant to specific audiences and situations.
To build brand trust, share content that is relevant and valuable to your clients and potentials. Take time to know what your clients and potentials need. Are you farming to a condo complex where owners are looking to upgrade to bigger houses? Are your customers young people interested in fashion? Are you trying to sell a product to cooks? By knowing what your audience needs, and wants, you can provide information they find useful and it will be easy to keep them coming back for more.
To build brand trust, your marketing must be truthful. Getting caught in even one lie can completely ruin your reputation. If you run into a situation where you think telling the truth will hurt your business, consult a marketing expert who can help you communicate a hard truth in a positive way.
To build brand trust, you must expose your audience to your brand frequently and consistently. People trust the familiar, so when your brand becomes familiar, you’ll start to gain trust. Consistently mail, email, blog, post to social media, advertise, attend events and do whatever you can to get your audience’s eyeballs on your brand.
To build brand trust, you must engage with your audience. We’ve got some great ideas for you on our marketing blog. The key thing to remember is that marketing is not a one way street. Yes you need to deliver messages, but you also need to listen to your audience and respond.
Do you need a personal business brand created or updated? Already have a brand but need help incorporating it into your marketing? Call our Director of Client Relations, Valerie, and set up a free consultation appointment to go over your branding needs.
September is real estate agent safety awareness month! Real estate isn’t typically thought of as a high risk job, but anytime you work directly with the public, you run the risk of getting hurt. This risk is heightened for real estate agents because they often interact with strangers alone, which makes them vulnerable. Our Tuesday Tips this month are focused on tips for safely showing property, since that is typically where agents are attacked. However, we encourage you to check out these articles for more tips on how to stay safe in every aspect of the job.
Got your own tips? Share them in the comments!
- Before showing a property, meet with the client at your office and obtain their basic information, including a photo ID. Assailants like anonymity. If you know who they are, they will be less likely to attack you. If someone objects, simply explain that it is for safety reasons. If they continue to object, bring a coworker along or politely inform the client you will not be able to show them property.
- Use the buddy system. Tell a coworker where you are going, and when you expect to be back. Ideally, you would have a co worker or assistant with you every time you show a property. However, that is usually unrealistic. But it is very easy to let a trusted co worker know where you are going, who you are going with and when you plan on being back. If they don’t hear from you, they’ll know to immediately take action.
- When viewing a property, leave the front door unlocked and let clients enter rooms first. Leaving the front door unlocked gives you an easy exit route. It’s also a good idea to scan the property for multiple exit routes , in case you find yourself being trapped or chased. By letting clients walk in front of you, you reduce the risk of a surprise attack from behind.
- Check the property before and after an open house to be sure everyone is off the premises. This is particularly important for vacant or foreclosed homes. You could encounter squatters, wildlife, or hostile homeowners who refuse to leave. If you do encounter a problem, leave the premise immediately and contact the authorities.
*Image courtesy of stockimages at freedigitalphotos.net
Readers, my brain is tired. I leave for 3 months in August and I’ve been cranking out blog posts and social media posts and content ready ideas in the hopes of getting everything scheduled and automated when I’m gone. I almost forgot to to Tip Tuesdays for June, and when I sat down to write them, by brain would not cooperate. Luckily, the internet exists. So while these months tips are curated, and not created from my own brain, I think you’ll find them just has helpful. Make sure you click on the links associated with each tip, as they lead to articles with even more tips. Happy Tuesday!
- To be more productive, schedule prospecting appointments first http://www.marketleader.com/blog/2014/09/29/5-productivity-principles-for-real-estate-agents/#
- To be more productive, use a desktop app to limit online distractions https://www.kabbage.com/blog/4-ways-small-business-owners-boost-productivity
- To be more productive, schedule your day around your emotions and energy levels http://www.businessinsider.com/productivity-tricks-small-business-owners-2015-7
- To be more productive, use positive affirmations http://bhgrealestateblog.com/5-habits-of-highly-productive-real-estate-agents/