Real estate agents know that creating an effective online marketing plan is imperative to making a digital impact that generates online exposure and qualified leads. The way to achieve this marketing strategy is by creating compelling, valuable content that followers want to search for, engage with, and share with others. Once your content is ready, leverage it by combining the three different forms of media – earned, owned, and paid – to create a truly successful lead generating digital marketing plan.
The Digital Marketing Trifecta
Earned media can be thought of as media exposure through word-of-mouth. This media exposure is generated through mentions from other sites and social profiles, shares of your content, and positive or negative reviews either on your site or the countless other rating and review sites on the web.
Any form of media that you have complete control over is owned media. This includes (but is not limited to) your website, your blog, and social media accounts – as well as all the content provided: photos, videos, blog posts, etc.
If you spent advertising dollars promoting your business online to drive leads back to your owned media outlets, then it falls under the paid media category. Paid SEO, display ads, and social media ads (like Facebook Ads or Promoted Pins) are examples of paid media.
Leveraging the Trifecta
Now that you know the difference between the three forms of media, you can see how they all intertwine with one another. Think of the three as an endless circle.
You create content to share via your owned media. You take listing photos, create community and listing videos, and write compelling and engaging blog content to share on your social channels and your websites. Everything you do online is essentially done to bring audiences to a lead capture form to land your next client.
However, social media networks and search engine algorithms have made it difficult to promote your business online without the use of paid ads to reach a wider audience. So you decide you need to start spending advertising dollars to get your website to the first page of Google or reach more Facebook users in your area.
Once audiences begin to notice your content, your business, and ultimately, you, the real estate agent, you begin to earn mentions: posts start getting shared and reviews of your work begin to take root on the web.
To continue the cycle, you need to provide audiences with new, compelling, and valuable content that they want to search for, engage with, and share with others on a continuous basis. By leveraging the trifecta, you will begin to see an increase of leads coming your way. But you don’t have to do it all on your own. Homes.com SEO Fuel program can handle all the changes and updates your website needs to get you on the first page of Google. Call us at (888) 651-8956 or send an email to email@example.com to learn how SEO Fuel can help you achieve the SEO ranking you need to reach qualified leads.