With more than 14,000 followers on LinkedIn, Shore Financial associate credit adviser turned broker Christian Stevens reveals his top tips for social media marketing success.
What social media platforms do you use?
Facebook, Instagram and LinkedIn — Snapchat and Twitter are dead.
Why did you choose these platforms?
You need to have multiple touchpoints when trying to generate leads through social media.
The best way to get business is by posting regular relevant content to your target audience; it sounds basic but rarely done correctly. Clients will do a lot of research on you before reaching out, so you need to come across as genuine, experienced and approachable. Relying on referrals is a great way to build a business but very slow.
The best kind of marketing is positive word of mouth, but social media enables you to scale your business several times faster for FREE.
What kind of content do you post and how often?
You must be posting daily on all platforms to see any real results. Let me put it this way; if you went to the gym once every few weeks, would you expect to see any real results?
Try to mix up your content between three categories: the first being real estate-focused, like auction clearance rates, local council news and infrastructure plans; the second is property finance-related, such as cash rate announcements, housing market updates and policy/product changes and special offerings; the last is your own professional achievements, like properties you have just financed, refinance case studies and behind the scenes of your day-to-day business.
There are an endless amount of sources for great content; your job is to collate what’s relevant to your audience.
What sort of engagement do you get?
Recently, I was invited in the Sydney LinkedIn office and recognised as the most viewed broker in Australia on LinkedIn.
I also run the largest closed group on Facebook for first home buyers and the most followed broker in Australia on Instagram.
My LinkedIn posts average over half a million views each month, my Facebook group is growing at over 100 new members a week and my Instagram stories are seen by thousands of people each day.
How many leads do you get per month?
Each month I’m getting approximately 50 organic leads, but I am working to get that to 100+ by the end of the year.
What tips do you have for brokers looking to build their social presence?
Instagram – connect your account to your Facebook business page. This allows you to get insights on your posts and stories. These in-depth analytics enables you to understand what content resonated with your audience. The great thing about posting stories is you get to share everything with your followers without being annoying. Save the posting for positive content, like industry awards and milestone events.
Facebook – create a closed group, but the important thing is to make it specific to an audience, like investors or medico. The more targeted the audience, the better the conversion. Facebook is the best platform for B2C lead generation.
LinkedIn – sign up to Sales Navigator, for this allows you to search for leads and get automatic updates when new leads match your criteria. Another great feature of Sales Navigator is your Social Selling Index (SSI); this measures how effective you are at establishing your professional brand, finding the right people, engaging with insights and building relationships. It is updated daily.
Your SSI enables you to see how you compare rank in your business, how you compare to other brokers in your industry and everyone in your network. LinkedIn is the most effective platform for generating B2B leads.
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