By Laura Price, Marketing and Communications Specialist, Keller Williams Realty International Support Center.
Several months ago, I attended a Ben Kinney Internet Lead Generation training session at the Austin Southwest Market Center.
After the presentation, Ben and I got to talking about how agents communicate with their clients online and how they are using social media platforms to successfully influence people who follow them. The conversation led us to questions about Facebook, Twitter and social media’s return on investment (ROI). At which point, Ben asked: “Have you heard of Klout?”
For those who don’t know, the Klout Score is the measurement of your overall online influence. The scores range from 1 to 100 with higher scores representing a wider and stronger sphere of influence. Klout uses more than 35 variables on Facebook and Twitter to measure True Reach, Amplification Probability, and Network Score.
“Of course I have” I said. “All I see between you, Liz Landry, Mariana Wagner, Jay Papasan, Chris Smith and a handful of other popular social networkers is you tweeting back and forth about how high your Klout score is but What I want to know is how does your Klout score bring in more business? How can we help agents understand the purpose behind communicating in the online environment as a strategy for creating meaningful relationships that turn into clients? In other words, how does Klout = Closings?”
“I think I can answer that.” Thankfully there was a camera handy. Here's Ben’s explanation on Klout and some ideas for using your influence as an effective marketing strategy to generate more business.
So what’s the goal?
If Klout is your ability to drive people into action then your ability to influence should create three things: Traffic, Leads and ultimately Closings. Your strategy for reaching those goals on Facebook (We’ll cover Twitter later – though some of these same tactics may apply) may look something like this:
Post stuff that people care about
According to Page Lever, 98% of fan page interaction comes from the news feed. Which means if you want to increase closings (i.e. more traffic, more leads) then you’ll need to maximize the type of content that will increase your Klout Score.
Try asking questions, or positioning your information in a creative way to generate interest from readers. Think of it like an interview: ask open-ended questions that require more than a “Yes” or “No” answer. Remember the key is to get them to comment! Here are a few examples from Jay Papasan and Chris Smith of the blog Future of Real Estate Marketing.
Getting “Likes” may be easier than comments as you begin to build your Klout. Try posting hyper-local community information, a recent client testimonial, market stats or your latest travels with your family! Another great way to get Likes: quotes that inspire you for the day. As you post you’ll begin to see which type of posts get you more “Likes”.
You might think this step comes before Comments or Likes; after all who’s going to Like if you don’t have any fans, right? Wrong. The reality is you need to start posting immediately to give people a reason to want to like your Facebook Business Page. And in between posts, drive people to your page:
- Add a Facebook “Like” button to your Website, blog, LinkedIn, Email Signature or ActiveRain page – any place where someone could click to “Like” you.
- Add your Facebook unique URL (after you hit 25 fans or more) to your business card as well as any print or email marketing material.
- Send an email to current clients, business alliances and friends and relatives asking them to “Like” your Facebook Business Page.
- Tell people! During any conversations with potential or current clients, say something like “I can definitely send you information on comparable home prices in your neighborhood. If you’d like timely information on our local market and updates on homes being bought and sold, I’d recommend “Liking” my Facebook Business Page.”
There’s a great section in The Thank You Economy by Gary Vaynerchuck that really pulls it all together:
“Social media works best when you evoke an emotion in the people to whom you’re reaching out. It pulls. If you’re going to launch a campaign, it has to be one that evokes emotion – positive or negative – so that people feel compelled to share. Give them something to talk about, unleash the power of word of mouth, and allow them to pull you into their consciousness. Letting the consumers decide for themselves that they really want to know you, versus persuading them that they should, can make a very big difference in the kind of relationship that ensues. ... Use social media campaigns to create an opportunity for engagement, not to force it.”
The reason Ben is winning the social media and online lead generation game isn’t just because he posts intriguing questions or comments consistently on Facebook, or always replies on Twitter, or has a Klout score of 57 [although, all three of those contribute to his overall success] – it’s because he genuinely cares about connecting with his sphere, producing meaningful conversation and influencing others with the hopes of having an impact on their lives.
When you inspire others to believe in you then they’ll believe in WHAT you do.
What are you doing to increase your Klout and win more clients online?
Ben will be co-hosting Mega Technology Camp in Austin, Texas September 20 – 21 along with Cary Sylvester and Bryon Ellington. This year’s agenda includes mobile, social marketing and lead generation strategies. Visit events.mapscoaching.com/mega-camp for full details. (P.S. Register soon – this session will fill up FAST!) Ben is also the founder of IMSD (Real Estate Internet Marketing Specialist Designation)