Since we launched Milk Chocolate, we’ve utilised numerous social and content networks to communicate with our clients, convey goings-on in the business, share our knowledge and ideas and, more recently, attract new business.
The value of social media is nothing new, but its advantages can’t be underestimated. Over the years of using social media for our business, we’ve gleaned a thing or two about the value it brings – not just for us, but for our clients, investors and employees.
Here are a few things we’ve learned about the power of social media and content creation.
Social media develops brand awareness
Our approach to social media and content creation can probably be summed up in four words: ‘here, there and everywhere’.
As a digitally focused company, it only makes sense that we generate content across all kinds of platforms, including Facebook, Instagram, LinkedIn,Twitter and Pinterest, along with our website and video conferencing software.
After all, the global population spends just shy of 2.5 hours on social media per day, and the majority of our core market is made up of Aussie expats, who tend to be heavy social media users. A consistent presence in their scrolling cycle helps us build brand awareness, and differentiates us from other property and proptech businesses in what is a very crowded marketplace.
It also fosters trust, transparency and thought leadership
Much like the culture we try to invoke in our business, at Milk Chocolate we’re an open book. The dynamic we like to enjoy with our clients is one built on integrity and transparency – after all, we recognise that our clients are tasking us with some of their most crucial financial decisions.
Social media allows us to develop a sense of trust between us and our clients (both current and prospective), investors and employees. It offers insight into what we’re doing across purchasing and construction, and how the business is evolving, and lets our stakeholders interact with us on a more informal basis.
It also gives us the opportunity to share knowledge, findings and data on the Australian property market in a way that’s accessible, down to earth, sugarcoat free and highly informative. This kind of thought leadership is a means to convey our expertise and prove to our audience that we’re a credible resource.
We mainly fulfil this criteria using Instagram, Facebook and LinkedIn, but we’re currently dipping our toes into newer types of content creation. We’re hosting webinars with industry experts on our team and ideating a video series that will document the process of purchasing and renovating a home.
It now helps build our business
In the past, our business development strategy largely hinged on the ability to travel overseas. Needless to say, our approach has shifted quite dramatically. In recent months, we’ve looked to campaigns across Facebook and LinkedIn, as well as boosted posts on Facebook and Instagram, to attract new business.
This digital transformation is led by our Growth Manager, Jack Bailey, who joined us at the start of the year to spearhead our new strategy. In all honesty, it was definitely time to incorporate digital growth tactics into our overall game plan.
Currently, it’s estimated that it can take anywhere between eight and 18 marketing touchpoints for a client to come onboard. By utilising paid lead generation in combination with paid and organic social media reach across multiple platforms, we can easily meet that quota.
It makes our clients’ experience a bespoke one
On a more micro scale, social media allows us to create a personalised experience for each of our clients. Client service is one of our top priorities, so naturally a robust social media strategy to help fulfil our support goals is an absolute must.
Prior to renovating a home for a client, we develop a personalised Pinterest board that allows them to see the inspiration behind the project and provide real-time feedback. When we’re in the process of renovating a home, we create a bespoke Instagram hashtag that allows them to stay up to date with the progress of the project.
A bonus of this strategy is that it also maintains the aforementioned level of trust and transparency – the client can visualise the work that’s going into their project and feel a greater level of involvement. After all, our clients are the backbone of our business. The more we can offer, include and interact with them, the better.
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