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Can you really fight back when social media traffic returns are diminishing?

(MARKETING) Missing out on traffic because of antiquated practices isn’t the end of the world; if anything, it should be the beginning of a plethora of new practices for you and your company.

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Social media is a doubled edged sword -while its ubiquitous nature in the realm of marketing makes it impossible to avoid, a variety of caveats ranging from rising fees to government-imposed limitations on content have contributed to more than a few headaches.

The most recent entrant on the migraine list — a diminishing return on social media traffic — is sure to turn heads, but rest assured that you have some options at your disposal.

According to social media expert, Neil Patel, the bulk of social media advertising traffic (paid or otherwise) has seen a slight but consistent decline over the past few years. Chalk it up to whatever you like — consumer awareness, technophobia, a surplus of tinfoil hats — but the fact is that your social media ads are performing worse than they used to, and will continue to do so.

Fortunately, there are a few habits you can break in order to reverse this effect (if only temporarily).

The first thing you should realize is that common advertising trends which started out as successful strategies have become stale with age. These include things like constant video or photo uploads, frequent text posts, and links to your company’s blog; while these pieces of content should still appear on your social media accounts, they are no longer enough to keep your customers engaged.

“Engagement” is the key vocabulary word here. If your customers aren’t interacting with you or a member of your business in some format, they’ll be dissatisfied; even if the manner in which they interact is simply through an Instagram Live video or a Reddit AMA, you’ll notice an increase in traffic right away.

“But Jack, it’s completely asinine to expect a business owner to do a live Q&A session with any kind of frequency” you might say — and you’d be absolutely right.

To that end, using an automated chatbot to keep customers informed without tying up valuable assets in the meantime is probably your best approach. Most major social media platforms either have or support multiple chatbots, and Patel’s site shows a steady increase in the number of businesses using them anyway — don’t get left behind.

Naturally, you’ll need to keep uploading a variety of content, so letting customers see your beautiful face in a live video from time to time is still a good idea.

Other ways to increase customer engagement and conversion range from using SMS notifications to implementing social media platforms you wouldn’t usually consider (WhatsApp, anyone?), but the bottom line will always involve giving your customers a two-way avenue of communication.

Missing out on traffic because of antiquated practices isn’t the end of the world; if anything, it should be the beginning of a plethora of new practices for you and your company.

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Jack Lloyd has a BA in Creative Writing from Forest Grove's Pacific University; he spends his writing days using his degree to pursue semicolons, freelance writing and editing, oxford commas, and enough coffee to kill a bear. His infatuation with rain is matched only by his dry sense of humor.

Real Estate Marketing

Polymail gives your emails superhuman sales powers (and is gorgeous)

(MARKETING) Polymail might be the most visually stunning productivity tool you’ll ever implement (plus it’s one hell of a sales tool, too)!

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With Polymail, email is so much more than mail, and with their last update, it’s so much more than so much more than mail: it’s a clever, intuitive sales enablement tool that will jumpstart productivity for your entire team.

It’s safe to say email has never been so elegant.

Polymail, “the modern email client, redesigned,” continues to redesign its capabilities. The email platform’s latest update added some pretty sweet features to its already impressive suite of tools.

You could already track the performance of your emails with detailed insights into open and reply rates, but now you can send personalized emails to multiple prospects at the same time and access real-time statistics for each custom message.

Not only does this save you loads of time, it also helps you optimize each campaign on the fly by benchmarking performance of each email.

It’d be a shame to let all of these personalization efforts go to waste by losing track of who you’re talking to. That’s why Polymail lets you build thorough contact profiles for every prospect you talk to. These profiles include social links, job descriptions, and a complete history of all your past interactions so you can stay up to speed with every potential customer, every second.

To be sure you don’t miss a crucial moment, Polymail sends you instant alerts whenever your messages are opened, clicked or downloaded.

For a holistic view of all your campaigns, you can easily monitor all email activity in a live feed, too.

You can get accelerate your whole sales team with Polymail for Teams: send and track campaigns as a team, save shared message templates for anyone on your team to edit and use, and find your top performers using Team Analytics.

Why settle for boring email when you can have outreach, collaboration, and analytics in one place?

You literally have no excuse: Polymail is available for desktop, mobile and tablet so whatever device you’re using you can keep up with your messages, tracking notifications, prospects and customers. “I don’t want to pay, what if it’s crap?” Also an invalid argument. There’s a free 14-day trial if you want to check it out, and a free 21-day trial for the Teams edition.

What are you waiting for? Go make your email e-marvelous.

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Real Estate Marketing

Simple weekly emailer curates your stats across social networks

(MARKETING) If you are overwhelmed or turned off by massively granular stats, getting a simple email weekly about your social media stats could be a meaningful tool for you.

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You already know that building a brand (for yourself OR a brokerage) is a lot of work. There’s not only fierce competition, but there’s a lot of ground to cover.

A huge portion of that ground is being present on social media. This doesn’t just mean consistently posting content that is important and relevant to your brand, but it also means keeping tabs on who is following you and engaging with said content.

That’s why Metrics Coffee is here to help. With this new tool, it helps you keep track of your social media metrics by sending you a detailed email to your inbox every Monday morning.

So, how does it work? First, you enter your email to register (the first month is free, woot woot!) and then you attach all of your social media handles to your account.

Then, every Monday morning, you’ll receive an email from Metrics Coffee with a detailed look at your personal metrics. It’ll show the number of followers on each specific platform, and how much your follower count has gone up (or down) within the last week.

Platforms that it currently tracks are: Twitter, YouTube, Instagram, ConvertKit, and ButtonDown. If there’s a platform that isn’t included that you’d like them to track (we would suggest LinkedIn as it is overtly missing), you can request that they integrate said platforms.

“I recently become an independent developer (quit my job!) and started making courses and conducting workshops. I get most of my audience from my twitter and YouTube channel, so I’ve become more intentional about building an audience, said Metrics Coffee maker, Siddharth Kshetrapal. “[I] started tracking [the metrics] with pen and paper along with my morning coffee, but I would forget doing this all the time! Realized I need it to be a push not pull. And that’s why I built this product! It keeps a track of my social accounts and sends me an email every Monday; including my tiny newsletter.”

Much like one needs their Monday morning coffee, Metrics Coffee is designed to give you a rush of adrenaline and inspiration that will help you start your work week. It’s such a simple concept that we wonder why this hasn’t been around for a decade already.

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Real Estate Marketing

7 signs that your website is out of date

(MARKETING) Just as styles of clothes come and go, website styles can date your business. How can you tell if your design is stuck in the past?

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Just as styles of clothes come and go, website styles can date your business. How can you tell if your design is stuck in the past? Here are seven things that TNW wants you to consider about your design style:

1. Sans serif or not? With 4K in full effect, serif types are coming back into vogue. A serif typeface is one with small lines attached to the end of a letter.

Sans serif typefaces, those without those small lines, were introduced for readability on mobile devices which used to have much lower resolution.

2. Are you constantly changing colors to keep up with trends? Although the “best” color for marketing changes annually, it’s not really about what color you use. It’s about consistent design with color saturation.

3. Where do you work? Sitting at a desk waiting for inspiration is a thing of the past. Get out in the world and work on your tablet to enhance your ideas and take pictures to bring more elements into your design.

4. What’s your perspective? Look through your social media account and look for variety in your photos and posts. Find a new angle for photos and text to give more interesting content.

5. Are you using trends to brand your company? Coloring books may be the hot ticket item in 2016 and 2017, but the population has already moved on to the next thing, so why would you hop on an old trend and send out branded coloring books?

Use trends in marketing, but not for branding.

6. What’s your design style? Flat design is a trend that is going by the wayside. Get one step ahead by using elements to add depth to your site.

7. Do your templates look like templates? Word Press is great for small businesses, but when you use one of the templates without any customization, you look like you don’t know what you’re doing.

Spend a few dollars and get some help implementing your own images and graphics to fully adapt your site.

TNW assumes that your site has already been on the cutting edge. We’re still seeing a number of small businesses who don’t have much content about their business.

Having a website is vital in today’s economy, and even if you’re the only one in your community that provides your service or product, you cannot expect to stay on top by just having a minimal website.

Make it a part of your marketing strategy to update your site weekly and keep your customers engaged.

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