Earned Media: Getting Content Shares, Online Reviews, and Positive Word-of-Mouth
The cumulative effect of consistently growing your website and social presence and running real estate advertising campaigns is gaining new fans, followers, visitors, and — if all goes as planned — leads and clients.
Whether from buyers and sellers you help or people you simply inform with your online content, you will gradually get positive attention and praise based on the value you offer. This favorable word-of-mouth marketing is your earned media.
This type of media comes in a number of different fashions, as some of the marketing industry’s best and brightest have shown. The main ways in which you will likely accumulate earned media include:
- Detailed real estate agent reviews on Google+, Facebook, Yelp, and similar review-based channels
- Comments on your blog posts that thank you for educating your audience and start a conversation
- Social media shares and comments that get word out about your content and drive engagement
- Mentions on other websites and backlinks that lead to content featured on your website
- Press deciding to cover your business
There are numerous ways in which you can get commendations from your audience online unprompted, but you can maximize the power of your earned media by leveraging it.
A prime example is making the most of online reviews: Reach out to those who provided the evaluation of you and your business and ask if they don’t mind having their comments featured on your site on a dedicated real estate testimonials page.
While interested parties can certainly find assessments of your brand on the previously mentioned review outlets, if your primary marketing goal is to drive all of your audience members to your site, then getting those reviews turned into testimonials (and even long-form case studies) will help showcase your praise to the right people even more.
Not all attention your brand garners will be positive: Even if no clients express dissatisfaction with you, there’s always someone online looking to bash businesses. This means that some of your earned media will need either modest or significant damage control.
The best way to rectify any negative comments someone makes in a forum like Reddit or a Facebook Group is to figure out who the person is, what your relationship is to them, if there is any merit to what they are saying, and if it’s worth it to respond.
Reputation management is a serious thing — brands large and small have been adversely affected because of chatter like this — so allotting time and energy to reply to certain messages that appear to need clarification or even an apology is merited more often than not.
Of course, if you get praise via these outlets, it’s just as imperative to say thanks for the shout out and to note how your main goal is to help your audience out in any way you can.
Want to enhance your earned media marketing? Learn how to get real estate agent reviews in the form of testimonials you can use for your website, social media accounts, and email campaigns.
How do you balance your owned and paid media marketing? What real estate marketing strategies do you put into place to generate leads from your organic tactics and real estate agent advertising?
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