Trying to go viral but not gaining traction with your real estate content? Chances are you’re doing something wrong. Here are a few areas to help you identify the problems along with a few tips to help you correct them.
Viral traffic is the goods when it comes to attracting new followers, fans, and building backlinks to your site for some Google love (increasingly more important with social search). When your content goes viral, folks are psyched about your content and freely share it with their friends, who share it with their friends, who share it with… you get the picture. It’s like a “feel-good” flu 🙂
However, generating viral traffic to your site involves a whole lot more than simply writing content worth sharing. If only that’s all it took, right? See, winning traffic with your blog or incentived list-building offer goes beyond the content itself.
If you’ve been online for any length of time then you know “celebrity agents” do exist. Their content quickly and easily gets re-tweeted, shared on FriendFeed, full of comments, etc. While you DO NOT need to be a celebrity agent to gain viral success, you DO need to be a part of the community. If you’re not actively engaged with other folks in your online community (local bloggers, twitterers, niche-related businesses), comment on their stories, share their links, and make friends then the odss that someone else is going to do that for you is pretty dismal.
To be frank, this is the area I struggle with the most. I’m not naturally a social person. In fact, I’m content to watch and study the how and why of people’s interactions. That’s why I’m a better copywriter than a face-to-face salesperson. So, I have to remind myself to meet people.
If your status is one of low-visibility then before you bust your ass on content you need to get out there and join the community. Contribute to the success of others before working to get your own content spread around. Visibility is crucial for attracting fans and generating viral traffic… it’s not a step you can skip.
A quality site is key in getting your content to go viral. If folks arrive and your site is too self-promotional or widget dominated then you’re turning traffic away. Folks coming to your site for news or content are looking for one thing – damn good content. They didn’t come for your Glamour Shot or featured home widget.
Here’s the thing about site design: design is the dressing that supports, highlights, and moves the eye to your content. If your site suffers from too much flare, time to get that fixed.
Rest easy, not all of your content is going to be a winner. Even celebrity agents can’t make crap content popular. And not every piece of good content will go viral, either.
Without turning this into a post on crafting killer content, be sure what your writing (or recording) fits your market position, your ideal client, and make it unique from what they may find elsewhere. If you’re going to tap something that’s current, put your unique expert spin on it.
You may think that adding a “share this” plugin to your site will get the job done. It helps, but a button does not make a strategy. Just like the offline world, strategy is absolutely critical to syndicating your content and getting it to go viral.
In fact, as an online Realtor your main job is the syndication of content. Make sure you have a strategy to put your content in front of the eyeballs that matter.
Let’s face it, creating great content isn’t easy. It takes some thought and then some work. For this reason, it’s important to work at creating buzzworthy content. Not all Realtors are interested in doing this and that works to your benefit. They’d rather just throw up a quick blog post now and again rather than quite something more engaging. They also wonder why their blog doesn’t get traffic.
If you add content creation (in one form or another – video, writing, etc) to your daily workflow then you’ll keep your razor sharp and be able to turn out good content on a regular basis. Online business is driven by content. Keep creating it, the better you’ll get.
If you take anything from this it should be “success requires strategy.” Don’t create content simply for the sake of creating content – it’ll leave you broke, tired, and frustrated.
Take a look at the content you’re creating to attract visitors, search engines, and leads and ask yourself, “How does this content fit into my marketing plan? Am I working my plan?”
Getting your content to go viral isn’t rocket science. What “no rocket science” tips have I missed?