Blogging isn’t for everyone. Setting up a site, coming up with ideas, writing, promoting, SEO…it can be a full time job. And you’ve already got one of those. Plus there’s little evidence that blogging generates a significant amount of business for any kind of real estate agent. In fact, if we generalize from residential real estate surveys, the way to get leads online is via a listing – not a blog post.
There is, however, a lot of evidence that publishing useful, original content can increase exposure and provide search engine results benefits – important when users are searching for you by name. So how do you do gain all that without having to worry about the other “stuff”? Publish your content on LinkedIn and/or Google Plus instead.
Long form posts on social networks have built in advantages besides not having to host and set up a blog. You’ll still need to post regularly gain benefits – but not as frequently as you would on a blog. Shoot for once a month. But if you’re already established on a network, you’ve got a built in audience to not only read but comment and easily share your posts. And depending on the network, there are other perks.
Google loves original content published on its platform. While the post itself has a short life in the news stream, you can grab the post link (right click on the post date and copy URL or use the drop down menu for each post to get the URL) and promote it on Twitter or other social networks. But since there’s no way to make a post sticky on your home page, create a Custom Link for your long form posts or add links to them to the blurb in the About section of your page.
The biggest benefit to posting long form content on Google Plus is that it gets indexed right away. You’ll get a boost with more engagement (comments, shares). In fact, engagement increases your page’s authority more than the number of followers/connections on Google Plus.
Long form posts are now available for all LinkedIn users. Look for the pencil icon on the right of the status update box and click to go to the editor. You can type directly or copy and paste text, add images, links and video. Once you publish your post, it will appear in your feed.
Like Google Plus, you can copy the URL to promote the post or just use any of LinkedIn’s built in sharing options like Twitter integration or posting to LinkedIn Groups. Unlike Google Plus, your published posts remain on your profile page. It’s a great way to add a little personality to your profile and highlight your expertise.
Make sure you add a bio to your post at the end. While your photo and basic profile appear at the top of your post, the additional information is good for calls to action, promotional offers, social and website links as well as a brief synopsis of your credentials.
- Limit most your posts to about 400 – 600 words.
- Remember to watch for comments and reply!
- On LinkedIn, consider paid Sponsored Updates to give your post more exposure.
- For Google Plus, post links to your original post throughout the week or month.