Working with small businesses and realty agents with their social media marketing efforts can sometimes be a challenge. There are many tasks that go into creating successful campaigns for businesses who are not too familiar with social media today. Jason Fox, founder of Fox eCampaigns works with these businesses to help them create a campaign that will get them recognized with their targeted audience. When first starting work with a client, Jason sets up a meeting to figure out what they are already doing for their strategy, and what their niche is. Once Jason has discussed what his clients’ want, he then creates a new strategy for them, or even comes up with a social media campaign. Jason usually tries to get his clients interested in doing a SEO campaign because it is the easiest and quickest way to get noticed. As long as you have the right keywords in the right places from a business website, then search engines are able to pick them up putting that business website at the top of list.
The strategy or campaign that is created depends on the type of company or business. “There is not a one size fits all solution, it is very dependent on the different businesses, what a business wants to achieve.” Most of the campaigns that Jason runs for his clients deal with creating a WordPress blog and e-mail marketing. The goal is to create a campaign that will generate traffic to the business he is working with. His favorite social media channel to use when promoting his own business, or one he is working with is Facebook. Jason’s strategy on Facebook is simple, he posts about what he is doing on different groups and there are millions of people on Facebook so it is a good way to get your message out.
While talking with Jason about any recent campaigns that he had done, he explained to me one he was currently working on for a mortgage company. The first step for the company was to build a professional and completely customized WordPress site for its main office. Then he was going to build twelve other WordPress sites on a multi-user platform for the twelve lenders of the company, each one of them being unique but still in some way connected to the main site. The next step was to create another customized theme for the main website of the company put together with the strategy previously talked about in mind on how they want to offer different incentives. The purpose of having the twelve different sites for each employee is so that they can all blog as an office. Once one employee blogs about something, it will go out to the rest of the office so they can all stay up dated on what is going on.
Once the work of getting the strategy down and incorporating that in to each of the websites, he then planned to start an SEO campaign that would run on the main page of the main lead generation site. The goal was to maximize five to ten keywords for the local area and then distribute them down to representatives. After creating the best possible keywords for search engines to pick up, Jason then planned to syndicate them out to the custom fan pages on Facebook that he would also be creating for the mortgage company. Not only would he create the fan pages with the same theme as the main websites, but he was to also create a Facebook landing page with the same branding to create credibility. He then is going to shoot off to Twitter to post important information about the company to a whole different audience. The most important purpose is to reach out to as many people as possible about the mortgage company. He wants to get people interested in it so that they can have a larger fan base and gain more customers. One of the final steps Jason planned to do in helping this company grow was to create a short professional video to post on the company’s main page of their website. The video was to be about the company, what they do, and how people can benefit from their services.
Now this is just an example of a campaign Jason is currently working on. Each one of the campaigns vary depending on what it is his client’s want. Although each campaign ends up being different, Jason has found that the people he works with all want a similar result; that is to get potential customer e-mail addresses. By getting a bigger amount of e-mail addresses, the businesses then have a higher rate of people to reach out to about the services they offer, meaning the more customers they are sure to get.
“95 percent of people on the internet are on research mode, they don’t want to buy right away.”
When Jason works on his own e-mail marketing, he mentioned that every time he sends out an e-mail, he gets business. People do not want to be sold right away, they want to do their research to see what best fits them. By adding them to your e-mail list, then you are always at the top of their mind. “You first want to offer them solutions to their business, be a publisher rather than a marketer.”