Rosanna Doimo needed to sponsor her activity on social media, through a social media strategy, to make herself known and expand her network of contacts. Both from the point of view of the sale and from that of the acquisition of properties. To do this, she requested social media consultancy from us at Ekeria, a digital marketing agency based in Milan.
The solution was to design a digital marketing strategy for a real estate consultant. First, we defined the ErreDo Brand Identity, so that we could later use it on social networks. In this way, communication on the various social channels would always remain coherent, making itself recognizable in the eyes of users. So, we took care of:
Initially we carried out a study on the major competitors in the sector, to draw inspiration, but also to understand what to do to distinguish our client. Thanks to this, we have outlined several graphic and stylistic proposals to present, keeping the name, the slogan and the intentions of the project provided to us as a focal point.
We analyzed the various proposals with Rosanna, making any changes to the chosen project, to fully adapt it to her requests.
Following this, we defined a social media strategy that included three social media:
We have defined a frequency of two posts a week for each social media, paying attention to distributing them throughout the week, at precise times. This pattern gave us a basis on which to create the monthly editorial plan for Rosanna, agreeing with her the topics that would be discussed on social media.
Instagram is a great showcase for real estate, especially when it comes to luxury. The topics to be covered lend themselves greatly to the creation of a good, elegant, and coherent in style.
We decided to talk not only about houses, but also about aesthetic elements related to the subject: color themes, use of lights, interior furnishings and much more. The intent of the posts should not only be demonstrative, but also informative.
A well-finished and coherent profile is appreciated not only by the Instagram algorithm, but above all by the users themselves, who pay close attention to a page's feed once they visit it, after having been attracted by quality content.
Instagram was mainly chosen to display the client's active and constant presence on such an important social network.
To increase its network of contacts, it was decided to use the LinkedIn channel, which is much more functional for this purpose. Already having a good base of contacts, we agreed with the client to publish the contents on her personal profile, to continue the work she started, on behalf of ErreDo.
The contents are the same as Instagram and Facebook but more suited for LinkedIn. The difference is mainly found in the text, which is longer and more informative on this platform.
The last social network on which it was decided to work is Facebook, to create an online presence on one of the best known and most used platforms by the client's target.
Also in this case, as for Instagram, a page dedicated to the ErreDo brand was created from scratch. The text was adjusted to suit this platform, with the addition of clickable links.
Once the frequency for publishing the contents and their components on the various social networks had been defined, we moved on to creating the digital editorial plan, with which all the contents to be published are chosen.
We agreed with Rosanna to create a monthly editorial plan. The editorial plan is created with research of the trending topics in the sector, as well as a study of the competitors. Once the topics for each post have been defined, with the corresponding publication date, the editorial plan is sent to the customer, so that she can review it and indicate any corrections to be made.
Only once approval has been received does one move on to creating the contents, all with the same basic graphics but with the text aligned according to the communicative style of each social media.
The next step is to send all the contents of the approved editorial plan, i.e., the graphics associated with the corresponding copy, to the customer, so that she can review them. We at Ekeria make any required changes, after which we schedule the contents so that they are published on the established day and time.
The last practical phase is that of monitoring. Indeed, it is essential to check that the contents are published as scheduled.
To monitor progress, we established reporting at the end of each month. To do this, we took advantage of the programming platform to which we associated the three social media. Each report contains the performance of the three social networks with different metrics and our explanations of the data.
Furthermore, with each report we attach suggestions on possible changes to be made, or the advice to stick to what is working well in terms of well performing content.
The activity on the various communication channels, given by the social media strategy defined at the outset together with the client, has led to various results. The first was to build a solid online presence of the brand, through channels that allow the visual part of Rosanna Doimo's work to be best expressed.
The second was an increase in customer contacts, generated by the attraction of users thanks to the proposed contents.
If you are interested in creating a solid and constant presence of your brand on social media, with content of interest to your target, contact us at Ekeria. Request a free consultation now to build the most suitable social media strategy for you!