Back in the mid 1990s, people started to say that you HAD to have a website. So, you hired someone to code up a few pages and it was good… You were done.
Ten years later, those same people were telling you that you HAD to have a blog. The cool thing was that you didn’t necessarily have to hire anyone, you could just toss one up. So you did it… and then it kind of languished after the first couple of months because you didn’t get any direct business from it. You were done.
A couple of years later, you finally started hearing from some of your peers that that blogging thing actually worked… so you dusted it off and started posting. You were done.
Seemingly, 30 minutes later, the consensus was that you needed a Twitter account. But before you could call it done, you needed a FaceBook Fan Page… then you needed a YouTube Channel… and a Yelp presence…
Now, if you aren’t on Google+, you are just wasting time with the rest of your internet program… or so say “the people”.
When does it end?
Does it end?
Nope. It doesn’t. Technology and “what’s cool” keep marching on. There is always a new site and there is always a new way to engage consumers. There are always new channels and there always will be.
What’s worse… or better… is that they are unfolding faster than EVER before. Newspaper dominated for centuries. Radio dominated for generations. TV dominated for decades. Websites dominated for years. Now we are down to weeks… Maybe days.
But that doesn’t mean that you have to try to ride EVERY wave that breaks on the shore. In fact, it means that you shouldn’t. A hundred years ago, you couldn’t go big if you weren’t in the newspaper. It would take a while before the next wave came in. Now we have waves breaking constantly.
Pick your battles. Figure out what you are going to be able to do… alone or with your team. Learn ways to automate without destroying engagement. Aggregation and Syndication can be your friends. Link and leverage your networks. Pick your battles.
I go through it almost every day… Writer’s block, inability to find a subject to write about… maybe just a lack of passion for a particular subject on a certain day. We’re all human, we all have up and down cycles. We all have days when it just isn’t working. Ofc ourse, those are usually the days that we really need to make it work.
There are a couple of ways to deal with it, and one may be more suited to a certain situation. When you can’t come up with ideas for a subject, having a bank of titles and ideas is usually the best answer. When you are REALLY stopped up, the passion seems to be gone, having some blogs in queue is a great solution.
I try to do both…
Let’s talk tools…
WordPress Editorial Calendar – This has to be one of my favorite Plugins for WordPress. I rave about it constantly. Here is what it does… It adds a menu option to view a calendar showing when blog posts are scheduled. The part that I REALLY love, though, is that posts can be moved from day to day by dragging and dropping. The time of day remains the same, but it couldn’t be easier to rearrange dates for posts. When something comes up and a post needs to be dropped in, adjusting the schedule just takes a few moments rather than the time to log into multiple posts and manually reset the dates.
Another thing that I do with the Editorial Calendar is to lay out Post Ideas. If I have an idea (or better yet, a title) for a future post, I try to figure out when it should run and drop a placeholder in for it. This helps to spur creativity, too… I tend to write in streaks. I might kick out half a dozen posts for a specific blog in an afternoon. That means that for that blog, I might not have the pressure to kick out a post for a week or even two.
Old Fashioned Pad and Pen – Yep… Low tech. Write down ideas as they occur. I used to carry a little pad in my pocket and would jot down a title or even an outline of an idea. I used it for ToDo List items, too. Although now, it is largely supplanted by my phone. Using Android Apps like SpringPad (SpringPadIt.com), I can keep my phone, tablet and laptop all on the same page with ideas and other items.
And some ideas…
Check your email – Some of my best posts come from my clients and other consumers. They ask me questions, and rather than writing the answer 20 times for different folks, I post up a blog post. I can then point future inquiries about the same thing to the post.
Grab your camera – Depending on the subject of your blog, a nice photo essay might be a great option. Local interests might be better served by a photo essay than by a long winded text post.
Make a video – I probably just freaked out half of my readers… But honestly, it isn’t that tough, especially if you have a smart phone or a tablet, or even a laptop with a built in camera. Here is a little of the heresy I’m known for… Don’t bother with a lot of editing. Most of the folks that will view it are NOT expecting a slick production. They are looking for the information. And they want it quick, so
Get to the point
Keep the time under a minute if possible… at least under two minutes
Don’t get creative with camera movements
Don’t flip out if it doesn’t look like the footage from the news
Have an idea of what you want to say… maybe even practice it a couple of times beforehand. This will give you a better chance of knocking it out in one clean take
Do a ‘Best Of’ – Grab several of your previous posts on a subject and collate them into a ‘Best Of’ post. This also gives you GREAT SEO from the backlinks to the original posts.
Find a good InfoGraphic – One of my favorite sources is Visual.ly. There are a LOT of different subjects and styles. BTW, if you have a creative eye, Creating an InfoGraphic might be an option. They can be licensed to link back to your site, which can REALLY help push up your Page Rank and give you better visibility in the Search Engine Results Pages (SERPs).
Finally, remember that the person that knows the most about you probably lives in your house. If you can’t sit and write a bunch of posts in a row, don’t try to do that. If you have streaks of creativity, carve out some time for that to happen. Figure out what works for you, and just do it.
It was a LOT of fun. As a first time organizer for this type of event, I had a few concerns. My biggest one was that the attendees wouldn’t feel comfortable asking questions… which was not a problem. Their questions allowed us to better tweak the information to their needs.
So, here are some random notes from Monday’s Lunch & Learn…
GoDaddy is great for hosting domain names. Several of us are using them for that purpose… but for hosting actual websites, they aren’t so great. A couple of the hosting companies that were mentioned were HostMonster (affiliate link), BlueHost (affiliate link), and GreenGeeks. One of the advantages of these host (as well as many other… there are a LOT of hosting companies) is that they offer “one-click script installations”. Through services like Simple Scripts, you can install WordPress VERY easily, without having to understand things like FTP and creating databases.
Blogging does NOT have to be time consuming. Randy mentioned shooting short videos or pictures at local venues (parks, restaurants, city hall, etc) and posting those right from your phone. I mentioned video blogging… if you can knock it out in one take, you can post a 3 minute video (try to keep videos short) in 5 minutes. However, when you launch, you really need to have 10-12 good posts on the site. After that, it does NOT need to be updated every day. Updating a few times a week should be enough. I would say that you should update as many times as you can while keeping your post quality high.
Use Landing Pages. These are pages that are designed for readers from a particular ad or search to land on. Give them what they want… don’t make them search around your site to find it. People won’t search, they will hit the back button.
Have a CLEAR ‘Call to Action’. What is the purpose of the site/post/ad? Have you told the reader EXACTLY what you want? Do you want them to sign up for the email list? Do you want them to call you? Do you want them to honk at Green Ford trucks? Tell them exactly what you want, and make it as easy as possible for them to do it.
If you can’t measure it, it isn’t happening. You have to know what posts are working to bring in traffic, what posts are working to convert traffic to leads, what ads or outposts bring in traffic, which search terms are most effective and who is looking at your blog. There are several ways to accomplish this, including Google Analytics and Clicky. Google Analytics is free and VERY powerful. I use Clicky (which also has a free level) because I like the interface more. The more advanced version of Clicky (affiliate link) allows real time tracking of traffic.
Search yourself.And aim at the right target. There are two points here.. the first one is that you need to pick a target and then seek to dominate it in the search engines. And in order to really do that, you need to see the Google RAW search data. You can search through Goosh.org and see the basic search… not the one that is influenced by your habits. Secondly, you need to pick a target that you CAN dominate. Face it, you aren’t going to be able to dominate “Atlanta Real Estate”… but you might be able to control the search for “Midtown Atlanta Lofts” (and no, I don’t know anyone offhand at the brokerages on that search).
Once you get WordPress, there are a few plugins you HAVE to have. WordPress Editorial Calendar, Back WP up, All-in-one SEO and ShareThis are on the list. There are several more, but these are a great start.
WordPress (self-hosted) might be the best option, but it isn’t the only option.Posterous, Active Rain (not really an affiliate link, but I will get points if you sign up through here…) and WordPress.com are all valid choices.
Posterous is really cool. You can email almost anything there and it will be a blog post. Videos, pictures, text, pdfs.. whatever. And it will push it out the Twitter, YouTube, Flickr, FaceBook and other places. It is very easy and quite powerful.
Active Rain has a great community. Just reading blogs there is better than a lot of CE classes. There are some sharp folks there, and between the knowledge and connections (both local and national) that you can make, it is well worth the time. It is also a great option to dip a toe into blogging. The basic platform is VERY powerful for SEO (Search Engine Optimization) and the posts will do quite well if they are public-facing.
WordPress.com is good because it is a valid way to learn how to wander around in the admin panel and learn the rest of the back-end functions of WordPress. It is very similar to the self-hosted version of WordPress.
There was a LOT more. It is hard to believe that we were only there for 90 minutes.
And you can learn all of this and a LOT more at rebarcampAtlanta2011. It is coming up on October 28th, 2011 at the Mansour Center in Marietta, GA. Tickets are only $10 until September 30th, and just $17.50 after that ($25 for registration the day of the event). If you are a real estate professional, it’s the best $10 you can spend… and even at $25, it is a bargain.
On Monday, September 26th, I am hosting a “Lunch & Learn” at the NAMAR (Northeast Atlanta Metro Association of REALTORS®) offices in Duluth. We will be talking about blogging for real estate professionals.
As part of the discussion, we will be covering a variety of topics, time permitting. Among them…
Coming up with Topics
Social Media Outposts
With only about 60-75 minutes to get it all done, there are a LOT of things to talk about. We also want the specifics of the session to be determined by the people that show up to ask questions. There is a good chance that we aren’t going to hit all of the individual bullet points. In effect, we are going to take enough information to fill a three hour CE class and condense it down to around an hour. Not only that, but we are going to allow time for discussion.
In order to make sure that the information gets out, I will be posting up follow-up posts AND hopefully kick out a mini-eBook… for free. If you aren’t able to attend the NAMAR Lunch & Learn, it should still be a good resource… but if you ARE able to attend, it will be a great extension of what we talked about.
A few days ago I posted that (in my humble opinion) real estate blogs should be about real estate… not movie reviews, restaurant reviews, not recipes… Real estate. That is what the audience is tuning in for, give them what they want. I gave a few examples of what I see from my traffic patterns, and generally tried to support my opinion.
But, real estate agents that are marketing online (should) have a LOT more channels aside from their real estate blog. And I DO believe that there is a place in some of those other channels for items with less focus. First, let’s run down a few options:
FaceBook (Business) Page
Delicious (Link sharing)
Flickr (Photo Sharing)
FourSquare (Location Sharing)
With the exception of the community websites, EVERY one of those items listed is FREE. Community websites might be free, might cost a few bucks a year, or might cost as much as $100 (if you have to have someone set it up). But there is something that they ALL have in common, too. They can all be support systems for your real estate website. And they can all send links to your real estate website… they are all outposts, providing information and hopefully send a few people trotting off to visit your cyber-office. A community website is the absolute toughest to get going… and has the most reward if you get it right.
Video is hot. You should have video of testimonials, communities, local events, YOU and likely a plethora of other things. Host them on YouTube, embed them on your site (the ones that belong) and let them pull in a little traffic. Flickr is much the same… but with pictures instead of video.
Posterous is COOL. It is a great way to get some of the content to the other sites… and also share news and tidbits about things that are happening in the community. Grab an RSS feed from your Posterous site and let it run on the sidebar of your blog. Pull in calendar entries from local events, interviews with local politicians or business-people, news items, reviews or local places, etc. Don’t make it the focus of your website… let it stand on its own, while contributing a little to your website. Better yet, make it community specific, and find people in the community that want to load THEIR content onto it. Be the publisher…
A great source of news is Twitter. I have come to see Twitter as “broadcast media” rather than as person to person social networking. Some will disagree, but I look at Twitter the same way as I look at the “newswire services”. Filter it down to what is important, and then share that in a news feed on your site. It isn’t terribly difficult in a geographic specialty… but a bit tougher with a lifestyle specialty.
Delicious is a link sharing site. Instead of having a giant blogroll of all of the people you might know, share the links through Delicious… they can be tagged and categorized to make finding resources easier for your reader. Again, publish a feed to your sidebar.
On FourSquare, do those reviews (in the “Tips” section of the location). Have a great profile and point it back to your website. If there is someone out there that will buy a house from you based on your incredible writing about an ice cream cone… they can still find you.
FaceBook could be 20 posts all by itself. But, the basic idea is to make a Page about a community and then get the community to give it life. You should be there to nurture it, cull out the junk (and competitors) and keep it moving along. Talk about the parks, restaurants, movies, local parades and a zillion other things. Let it be a virtual Town Square where people can gather at 4am in their underwear without being laughed at (nobody has to know).
The bottom line is that there IS a place for all of that other content we want to use to show everyone how connected we are to the community. It just might not be the main real estate website.
I like perfection. In fact, I have a reputation as a bit of a perfectionist. What about you?
But, in blogging, perfection is the enemy. We all want it, but if we wait for it, NOTHING will get done. Maybe a word here or there needs to be changed. If we wait until tomorrow to read the post again, we might want to change a sentence here or there… or rearrange a couple of paragraphs. Then we should probably wait another day to read it and get impressions again. Maybe we need to send it to a few friends and incorporate a few changes that they think are needed.
Instead, while we SHOULD strive for perfection, we have to let go and get things done. Checking spelling is imperative. Having good sentence structure is important. Knowing that the photos aren’t being used without permission is a pretty good idea. A good post topic is something that we can’t skip. And a catchy title is essential.
But, sometimes we need to “settle” for good. Or maybe really good. OK, really good.