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Social media marketing in the tourism sector

Berlin, London, Paris, New York, Los Angeles – social media marketing knows no boundaries! Especially through ads and targeting (social media advertising), you can reach people and users of social apps, extremely precisely – in the app and even outside (through retargeting). Especially practical for tourism and travel companies.

You can target (with a good agency), but also locally, for example, to certain places, to certain events, whether festival or holiday season. For example, you can reach tourists, in a certain street, who are just visiting. So ultra-local. At the same time, as a company, you can easily and quickly reach people all over the world, whether it’s Europe, Paris, London, Rome, or worldwide in cities like New York or Tokyo.

Social media marketing sets no limits to your ideas, what is important is the right strategy behind it and the right know-how! If you are looking for an international social media marketing agency, we are your contact! Read more about us and our:

• Social media agency
• YouTube agency

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New York Vlog

Celebrities on YouTube: Content Evergreens

Content Evergreens! Learning from the most popular videos (most clicked content). Continue with:

London videos on YouTube: Most popular videos for creatives

Film trailer, city tour & travel guide – How can cities attract attention? Forget flyers, radio ads and TV, social media is the tool for reach today. Social media marketing for tourism and travel always needs new inspiration, spring, summer, fall, winter, from single singles, to business travelers and families with kids. That’s why we have our YouTube Evergreen analysis, what performs best on YouTube?!

• London

Berlin Videos on YouTube: Content Success Models

Travel Guide, City Trip & Vlogs – Reach via YouTube? Whether it’s a hotel, restaurant or city marketing itself, learning from successful models is always a good idea. And, when it comes to social media videos for tourism and travel, ideas are in demand because the competition is fierce. That’s why it’s worth taking a look at the most popular Berlin videos! With a few filter settings, you can find the most popular videos on YouTube.

• Berlin

Concepts & Ideas: Learning from successful videos

In this list you’ll find even more industries and topics, with the most successful content ever.

• YouTube Evergreens: The most popular videos

Social media marketing: what does it mean?

We would like to give you a small insight into the work of an agency.

Travel is as individual as marketing strategies

All the more important is the strategy, which only works with good analysis and understanding of your brand, your offers and your target group.

Just a glimpse – In the brevity of this article, we can’t give you an exact breakdown of each action, on each social network, between Facebook, Instagram, Tiktok and YouTube. But. This article will give you a good overview of how working with a reputable social media agency works.

Do you have any questions? Here you will find your contact person:

• Contact

Strategy, social networks, creatives for travel

Strategy, Social Networks, Creatives – As a social media agency, we start with onboarding, then move on to finding the right concepts, summarized in a social media strategy. Who? What? Why? Where? Then it’s on to activities, community, advertising and optimization. After conception and strategy planning, it’s then into the active, daily work in the social networks and with your own community. Whether community building or maintenance, regular communication and interaction is the key.

Understand and inspire desires.

Social Media One – One partner for everything in Berlin, Hamburg, Munich or even Düsseldorf and Cologne in NRW. One partner, for Germany and globally, if you wish.

Who are you? Industry, products, target group

First and foremost, your social media agency needs to understand the subject matter, then it’s off to the joint kick-off workshop.

Step 1: Industry, competition and holidaymaker wishes

Industry – the very last step always starts in dealing with your specific industry. As mentioned at the beginning, between package tours and individual travel are often worlds apart. Sun and sea, mountains and snow, family holidays and singles trips, graduation trips and five-star hotels. This brings you closer to the target groups, but also to your product portfolio.

Step 2: Your portfolio of production / destinations

Product(s) – Moving on to your specific offerings, overall and perhaps just the part to be actively promoted through social media marketing. Also, the precise understanding of the products makes the final conception and strategy in marketing stronger and more efficient.

Step 3: Concrete target group for booking requests

Target group(s) – knowledge of the industry, the specific area, the product portfolio, the product to be evaluated, all of this ultimately has an objective. How do we reach the right target audience most efficiently? Because, target groups are as diverse as the travel industry itself. Simply put, from paradise seaside with green palm trees, white beach and sun to winter holidays in Scandinavian countries, between mountains, fjords and lakes, even space tourism plays a media and increasingly economic role today.

In this way, the industry, products and target group ultimately combine to form the knowledge base for the conception of the strategy.

As you can see, we have to keep this article very general! But this way you can follow the path of collaboration, from the first workshop to community management.

Planning (Strategies, Creatives, Timing)

Strategy – Based on the product(s) and target group(s), a final marketing strategy is created. All the insights gained and the knowledge about your brand, products and target group are incorporated.

Social Media Roadmap: Understanding the Concept

Such a social media marketing strategy includes many aspects, from channel planning, the different networks, communication goals, to cratives for social media apps (advertising). Our clients receive a simple social media roadmap, from which you can read the most important key factors and KPIs.

Channel and target group analysis: Who wants to go where?

Channel and target group analysis – With subsequent consultation and goal setting, you will learn about the individual aspects in the roadmap and strategy paper, dotted. Through the individual channels, as well as TikTok, Instagram, Pinterest, Facebook or on YouTube, to the individual destination groups that should be adressed, from the adventurer who is traveling with friends, to the family, with small child and baby. Accurate targeting is so important in social media marketing.

Targeting in Social Media Advertising: Targeted Addressing

How powerful the tool of direct addressing is, you will see even later in the field of social media advertising, through targeting (exact address based on interests, place of residence ,…).

Social media concept, production and editorial plan from a single source – From posting a picture of a gallery, to your own travel podcast with stories from holidaymakers, a lot is possible in the area of production! The more creative and better differentiated from the competition, the better. As a social media agency, we plan the creative content, but we also produce it. Photo, video, there are no limits to creativity. With a simultaneous focus on efficiency, through precise posting periods and editorial plans, for the orientation of all employees, but also other, external agencies (e.g. advertising agency, PR agency, SEO agency ,…) – You want to know more about the individual social networks? Read more about the four most popular ones here:

• Instagram agency
• TikTok Agency
• Facebook agency
• Youtube agency

Tip. Find employees through recruiting and social ads.

Activities and Community (organic)

Community – Community management ensures organic reach and creates brand fans. Generating real interest in the messages is the big task and objective. You only have a fraction of a second for interest. Because, the next picture, the next video, the next message from a good friend, is just a swipe or a click away. Accordingly, there is a lot of competition when it comes to the attention span of users.

Destinations and itineraries: Content Mix

So the content must be well and accurately prepared for your community. It’s not about quantity here, but quality. This also creates one of the biggest goals of many, virality. Viral means content that spreads among people through the content itself alone.

Community: Brand fans, criticism and recommendation

Furthermore, it is especially about community care, which means interaction, communication, but also the reception of feedback. For some companies even crisis communication becomes important and you surely know the term shitstorm. From pleasant conversation and communication in news to such crisis marketing, everything is part of it. Accordingly, with a good social media agency, you are prepared for all eventualities.

Organic growth: also in e-commerce (SEO)

Organically, but also through search engine optimization (SEO), for example for e-commerce, great success can be achieved in combination with social media marketing activities. Because, especially when it comes to reviewing offers, people very much like to use the knowledge of the community never, within Google. Are there testimonials? Are there reviews? It has always also often search engine optimization, in combination with the activities in the social networks, a central role for tourism.

Here you can also achieve good success, for example, when it comes to the so-called “long tail”. Simply explained: You will not be able to conquer the keyword “holiday” when it comes to the first place in the search engine. With a keyword chain (long tail) it is already a little easier, e.g.

• “Holiday Marbella best accommodation”
• Or also “Top 5! The most popular beach clubs in Ibiza”

Advertising (paid coverage)

Campaign switching – Paid reach for content, dark posts and evaluation. So far, we were still in the realm of organic reach, through quality content. But to really, to also safely, build reach, there is one tool above all: advertising on social networks.

Key figures and measurement figures for bookings

On the one hand, it is possible to predict reach, e.g. when a million people need to be reached, but on the other hand, advertising in social networks has another interesting aspect: the targeted reaching of people. Through the many data that the individual users have deposited in the social networks, they know a lot about your users. Place of residence, age, interests, to name just a few of the more than 2,000 parameters that now flow into such a data collection, per person.

Social Media Ads for Travel

This is exactly what makes advertising in social networks so interesting for companies from the tourism industry, but also for e-commerce and Google Ads / Native Ads, you can fall back on these extremely precise addressing options(targeting). Another great advantage if you also sell your travels online in your own shop: You can measure the succession directly and immediately based on the sales.

That already gives you a little insight into what’s possible with social media ads!

Optimize KPIs: Content, Community and Campaign Analysis

Optimize KPIs – content, community and campaign analysis with subsequent monitoring and reporting. Activities in the individual social networks, communication with the community, social media doctors and individual campaigns, all this is not only created, but of course also optimized. The more data and information available, e.g. the first sales, the more efficient the work becomes. Regular appointments with our social media experts for strategy optimization are therefore also part of our work and service.

Workshop, Strategy, Workflow – Our Agency

It all starts in the workshop – you want to make your social media marketing even more performance oriented? Real brand fans, sales, creative campaigns, it’s all possible and it all starts in the very first workshop.

Tip. Social media for hotels

Social Media Agency for Hotels – Competition is fierce in the hotel industry, whether it’s a resort, big city or trade show venue. But don’t worry, with the right social media agency and strategy, you can only win! No matter whether tourism in Berlin, Munich, Cologne or Hamburg. From community management to referral marketing to ads, Social Media One is your partner for Facebook, Instagram, YouTube, TikTok and the other big social apps. But how does it all get started? Boutique hotel, hostel, grand hotel or even special providers like golf or business hotel, before community building, before ads: First of all, it is always about the right advice and strategy for your hotel or hotel brand!

• Social media for hotels

Social Media for Cruise and Ship Travel

Social Media Agency for Cruises – No other industry has generated such large increases in recent years as cruise tourism. Discovering distant countries, many destinations in a short time, wellness and relaxation on board at the same time. More and more book a cruise for their vacation instead of typical hotels in cities. Accordingly, the competition is getting bigger. Especially 2-ways are extremely effective, search engine optimization and social media marketing. No matter if own channel building with community, ads on Facebook, Instagram, YouTube, TikTok or even referral marketing through influencers. The possibilities are extremely diverse, so we would like to give you a small overview of how the current distribution of users in the social networks is and through which ways you can reach your target audience most effectively.

• Social Media for Cruise

Contact and contact person

We are looking forward to your project inquiry and first information.

• Contact

Social Media: Community, Channel, Advertising – Tax Advisor

Taxes are a complex topic that, compared to many other services, cannot be conveyed so easily that the final marketing message is reduced to a minimum. Similar to banks and insurance companies, which live on the trust of their clients, tax advisors also have to pay special attention to their reputation.

So your social media agency needs:

1. Know How in Social Media Marketing
2. Know How in Online Marketing (see later on aspects like Display Ads and A/B Split Testing, as an example)
3. Understanding taxes for simple messages (concrete problems → solution)

Do you have any questions? Here you will find your contact person:

• Contact

Attention span: content for fractions of a second

In media, especially in marketing and advertising, it is so important to present content briefly and concisely. After all, the target audience sees the ad or the content produced especially for social media, often only for a fraction of a second. Your window to the customer: Fractions of a second. At the same time, tax advisor tasks are complex.

Maybe you know it yourself, when carelessly swiping in a social media app: photo, photo, photo, video, post, photo, photo, that all in 10, 15 seconds. The possible time of perception is therefore extremely short and accordingly content must be well planned, produced and of course also marketed(paid reach).

But reach is not everything, ultimately it is also about performance (sales / reach). The better the metrics are, the more likely new orders, sales and deals are. This is true in general and of course also for tax consultants who want to do social media marketing.

Social Media One – One partner for everything in Berlin, Hamburg, Munich or even Düsseldorf and Cologne in NRW. One partner, for Germany and globally, if you wish.

Customer lifetime value: What is a customer worth?

Acquisition pays off, whether tax advisor for private individuals (wages and tax return at the end of the year), tax advisor for companies (monthly sales tax, wages, up to the end of the year) or also creative tax design, for example in the area of asset management and real estate management. Products are mostly one-off sales, clients stay with the same tax expert for years, some for decades.

This also creates much less pressure on advertising costs, while often products need click prices in the cent range (to be profitable), tax consultants can also afford clicks from qualitatively high-priced segments (more valuable target groups). This expands the possibilities, target groups and strategies enormously.

Whether it’s YouTube, Facebook, new networks like Instagram, TikTok or on Twitch, social media marketing is a big playground where many mistakes (losses) can be made at the same time. That’s why there are specialized social media agencies that not only have the typical marketing channels in mind, but also alternative marketing methods. From additional display ads, which then, for example, play out your ads, in renowned online magazines, to the advertising insertion before specialized podcasts, which deal with the topic of finance, even better taxes.

In each case, it depends on the individual objective, whether mandates are to be acquired and / or, for example, products are to be sold digitally. Depending on this, other methods and strategies, but also social networks are used.

How much does “one click” cost? Example

If you simply “only” book advertising, then you pay approximately 3.34 euros per click, for German target groups. If you have a conversion (sales / visitors) of 0.2%, every 500th visitor buys a product or one of your services.

• Price per click (without optimization): 3,34 Euro
• Conversion rate: 0.2% (500 visitors = 1 sale)
• Cost per person (lead): 1,670 euros / sale

In addition, of course, you need the appropriate social media channel, content, offers, and even an extra website if necessary.

To ensure that the costs do not explode and are precisely measurable(reporting), tax consultants hire social media agencies.

Define goals, social media workshop

Everything starts with the first step, including your social media marketing concept. If you haven’t had any experience with a social media agency before, here’s a quick overview of the general onboarding process.

Start of cooperation: get to know the tax firm

With reputable agencies like us, we don’t start placing ads right away(social ads). That would be absolutely inefficient! Without knowledge about you as a customer, your specific target group, your offer, no target-oriented social media strategy can be developed.

The first step is always to get to know each other. Company, history, goals, previous buyers, previous marketing activities and products, as well as future target groups, buyers and products, if applicable. Only through knowledge about their tax firm, their services and also their additional services, strategies for advertising in social media can be developed.

Target group: private individuals (B2C), companies or groups (B2B)

In terms of target group, capacity also plays a major role. Have you just set up as a tax consultant or are you already positioned with partners or even with branch offices?

In addition, there is the focus: B2B (tax advisor for companies), B2C (tax advisor for private individuals), a mix or also with additional services, for example an integrated lawyer.

Many parameters that are finally brought into structure in a joint workshop. The following concepts and marketing activities (plan) are directly linked to the findings (workshop). The first creatives (media and concepts) are then developed from this. As a law firm, you will also be involved in this step, through a further meeting in which the first results of the creative will be discussed.

Tailor ads to target audiences (and languages):

Community management, channel building

Depending on whether social media channels already exist or not, the next step is to set them up (channel, community, ad manager, social media software, editorial plans and so on). You can learn more about this in our general articles:

• Social media agency

Community management: content instead of “news

Just as important as channel building, subsequently becomes active community management, yes also for tax advisors. The community refers to the people who follow your social media channel(s). Best practice example from Youtube, with over 100,000 followers show how interesting the topic of taxes is for millions of people.

Social media is not just a news channel, this is about interaction with fans and followers.

To ensure that your social media channel does not become a boring news channel, good social media agencies build interaction with the community. In its simplest form, this can already be reactions to comments, or replies to private messages that will reach your tax firm. In a broader sense, it’s also about action, actively engaging the community, being proactive.

Ideal case: Content is so good that it gets shared.

If you want to know even more about community management, read more on our social media blog here:

• Community management

Paid / organic reach: building

But how do you build a large community? The magic word is paid reach. Some people will say that organic reach builds itself. Let’s say you generate 1 follower per day and every 5th one gets another person to follow you (which is very optimistic and assumes good content). How long will it take for them to have 1,000 followers / fans? Even after a year, you would barely have 500 people.

Therefore, we now come to building reach and of course, selling services and products, through targeted advertising on social networks.

Placing advertisements: Facebook, Instagram & Co.

Advertising on social networks requires a lot of know-how!

Here we want to give you a little insight into how targeted advertising is nowadays, for example through pixels, targeting or more specific tools such as geo-tracking. Your community is built and with the initial data, (simply put) friends and acquaintances can be reached more easily. Young entrepreneurs may have a similar circle of friends. You can reach them with social ads. As well as new target groups, through said targeting.

Likewise, we give you as a law firm in the following insights into how the efficiency of individual ads, in the second step, is increased by the social media agency. Let’s start with the target group and the target.

Reach target groups: Age, profession, interests

Active social media advertising then specializes in very specific target groups that are relevant to you. This is also where the magic of social media advertising lies! Through the many data that users disclose about themselves, whether locations, active“like” comments or following other channels (friends, companies and influencers), target groups can be excellently segmented for the placement of advertising. The better certain groups can be distinguished from each other, the more targeted the advertising can be.

An example?

For example, you could specifically reach (target) people who are interested in entrepreneurship, finance, people who own a latest smartphone model at the same time, live in Berlin-Mitte, Charlottenburg or Grunewald (rather wealthy), aged between 25 and 35, allso young entrepreneurs who could become long-term customers…. and so on.

Target group 1 in the example:

• Interests: Entrepreneurship, finance
• Smartphone model: New and expensive
• Place of residence: Berlin or more precisely Mitte, Charlottenburg, etc.
• Age: 25 – 35 years (founding period, no tax consultant available)
• …

That for only 1 target group for advertisements. For this purpose, other clusters (groups) of target groups are formed.

Target group 2 could be:

• Interests: Entrepreneurship, finance
• Smartphone model: New and expensive
• Residence: Hamburg or more precisely HafenCity, Eimsbüttel, etc.
• Age: 25 – 35 years (founding period, no tax consultant available)
• …

You see in comparison, the only parameter that changes was the place of residence. So you can also see how many different target groups can be adressed for your topics. The database of social networks, the mechanisms of advertising are so sophisticated that this was really only a simplified example!

But not only the target groups differ. The ads themselves are also played out in different forms in order to determine the most effective approach (conversion rate).

A/B tests: increase the efficiency of the advertisements

Another, important method in social media marketing is testing different ads (as well as target audiences).

Within these tests, simply put, different options are compared with each other and their achieved results (metrics) as well. Simply put, “does the photo work better without the video”? In the end, which medium generated more deals and new mandates for your tax firm?

For example, tested are:

• Target groups (as seen above)
• Photos (for example, content, single photo, gallery, …)
• Videos (for example, length, text elements, models, …)
• Texts (for example, content, text length, emojis, …)

This comparing and testing of different contents, within different target groups, gives statements about which ways are most efficient for your personal constellation, which are less and which advertisements are inefficient; this also happens, but is just quickly corrected.

This serves to optimise the cost of advertisements over the long term and, of course, to optimise sales promotion.

Facebook, YouTube, Instagram, LinkedIn and Co.

When it comes to choosing social networks, you have free choice these days. You can address a rather solid, older target group on Facebook, 20 to 35 year olds also Instagram, other target groups with a high thirst for knowledge can be reached via Youtube, e.g. via explainer videos or via ads that are played before these specific explainer videos.

Here, too, your social media agency is a valuable companion, because marketing activities on all these social networks, that costs a lot of money. Accordingly, you also focus the active use of networks that provide the greatest added value for your company. Better quality and an active community, see community management, than 5 different social media channels as a tax consultant and none of the channels is really cared for.

This is also how you achieve organic growth. Reach that everyone is looking for, after all, your own product gets around by word of mouth. That means referral marketing, for example because well-known people have marked a certain post of yours with “Like”.

However, all of this brings us back to a very important topic for tax accountants and social media marketing, understanding of tax matter.

Understanding and marketing tax

As mentioned in the introduction, marketing does not only require expertise in social media marketing, or the placement of advertisements, but also an understanding of taxes as a matter in itself, in order to be able to transport the content. Finally, the right questions must be asked, the right problems uncovered, so that the right and individual solutions can be designed in the marketing strategy.

Again, it’s all about efficiency, how many contacts should be approached without them becoming clients? Ideally, as few as possible (cost-efficient).

Advice and contact

You want to start as a tax consultant with social media marketing or increase the already existing performance? Then contact us now, we look forward to your inquiry and your project. Contact information and contact persons can be found here:

• Contact: Social Media Agency

Social Media Agency: Consulting and strategy at a glance

Presence is one of the highest goals in social media marketing as well as in classical marketing methods and strategies. For banks, there are as many areas in which products can be advertised as there are extreme. These include complex issues, such as real estate management or portfolio management, but also the very frequently requested topics, of course often on the subject of account opening and loans.

In social media marketing, questions need to be answered. However, the questions should not only be answered, this would naturally involve very long texts, questions must be answered by pictures. The happy young woman at an ATM, the simple payment at the supermarket with her card, there are hundreds of situations in which the topic of banking can be presented positively. In particular it concerns the simple questions and fundamental advantages of their bank around only customers to generate.

For younger target groups, e.g. on Instagram, TikTok but also YouTube play just as for adults on Facebook and Twitter the same topics are important. Among the decisive criteria for bank and account choice are:

• Cash-free payment in the cinema, supermarket, everywhere
• Cash withdrawals at third-party cash dispensers
• Payment abroad when travelling and on short holiday
• Free app for the smartphone
• Online banking (TAN procedure) for easy transfer
• Digital account statements on the homepage or in the App
• Cash deposits possible
• Partner card for spouse or boyfriend, girlfriend
• Additional credit card

Goal in Social Media Management: Snack Content

These are the basic characteristics that a person associates with a bank. Central characteristics, modern procedures, service and reliability. All this must now be translated into a coherent concept for the social networks.

Of course, for banks, online marketing is not only about finding neww customers for accounts, but also about building society savings and even more complex issues such as:

• Estate Planning and New Construction Financing
• Financial planning for retirement provision and today
• Real estate management from property management to capital investment
• Portfolio management of equities, derivatives, indices and many more
• Private risk management
• Establish a foundation
• Pension management for old age

Many topics! Therefore it is worthwhile to have an experienced social media agency with you, because it can break down all complex facts into simple, explainable and easily understandable content. The result is the concept, from which the visual language is created again. In short, the social media agency’s concept and strategy is about making the bank stand out as one of the best. For different target groups, honest and credible.

In addition to this aspect, community maintenance and community management is a very important topic. Only an active community ensures that one’s own reach grows and that one thus gets more reach. This involves interactions between the photos and videos, because it is only through these interactions that the individual contributions are rated higher by the algorithm of social networks, so that more people are played out. That’s why we answer the question every day:

Which is the best bank?

But the added value of social media management also includes answering questions. For banks, this is where questions about account management arise, because this is often where the road to long-term customers begins.

• How long does it take to open a new account?
• What do I need to open an account?
• Which is the best bank?
• What is the basic account?

Your aim must be to play out the answers to this question to as many people as possible. In order to get enough reach, you can not only rely on the organic traffic, that is, the reach that is achieved without advertising the posting additionally. Depending on the network, this is between 6 and 14% of your own community. The reach is mainly influenced by their activity and the activity of their community. But you can’t get beyond a certain level, so you have to think about advertisements. Through advertisements you can reach extremely many people who you would not reach only through the organic traffic.

Adverts on Facebook, YouTube and Instagram

Yes, when it comes to social media marketing, you as a bank also have to think about paid reach. Advertising in social networks is extremely targeted thanks to the existing data basis. Not only the target groups can be very precisely targeted with advertisements, they can also find out which advertisement was the most successful and brought the most deals through various advertisements in later reporting and monitoring. In this way, advertising campaigns in social networks can be constantly optimized. But it gets even better.

Through retargeting, visitors to their own website can also be convinced of a deal at a later point in time by replaying advertising. Not each purchase decision is immediately met, therefore it is worthwhile itself user still over a few days or weeks geziert with appropriate advertising agency to bespielen. Retargeting even goes so far that advertisements are not simply played out randomly, they can go exactly to individual products and pages. If a user looks at thus a certain investment or a certain stock product, the action is registered and can be used later around the user a purposeful announcement for this one investment product or these one share to play out.

Target group definition has never been as accurate as it is now. From the already existing extremely precise target groups we can even determine additional interested parties who are not yet part of our target group definition but fit into the grid due to the proximity to our existing users. In simple terms, this means that if our investment sells especially to 40 year olds who are married, have certain interests, we can create target groups that have exactly these characteristics. In technical terms this is called Lookalike audience.

Reach get and Community develop

Aldi concepts, strategies, measures, productions and advertisements have only one goal, their bank should get reach! But what do you do with reach? Now it goes to the central core. From social media marketing, building the community. As already described at the beginning of the article, the main thing is to provide users with added value. Simple, briefly formulated messages. The right media in the form of photos and videos. In addition, there is the added value in the form of information, for example on our previously mentioned questions. In addition to this added value through information and media is the activity. Interaction and commitment is the currency in social networks. Simply explained, it means answering comments from users, whether it’s a question or not. Try to activate your community, for example through questions or surveys. Provide your users with further information. Either in your own network, cross media, e.g. from Instagram Photo to the continuative YouTube video with full explanation. Or to foreign media, for example renowned newspapers like Spiegel, Focus or Welt. Show them more than just advertising and marketing, give people a glimpse behind the scenes, show them employees from your team or present them to customers, your wishes and dreams.

Consultation and agency

You see, baking social media marketing yourself is very creative! Of course only if you have the right social media agency at your side. If you still have questions about social media marketing, management, community on trial or advertisements, then we look forward to hearing from you.

Objectives and strategies: Housing, construction, real estate & marketing

What are the goals and strategies of a social media marketing agency? Social media marketing carries the word social in itself, so there is a big focus on this marketing method in community maintenance.

Social media marketing is so much more than just a sales channel, it is about people and targeted communication in a different form. Simpler, more image-based, more emotional. These are the core elements of every good social media channel. In addition there are modern methods.

Social media marketing mix: Multi-channel marketing

Did you know they’re allowed to repost all photos on Instagram? So why constantly produce your own expensive pictorial material when, for example, in the social network Instagram, you can also fall back on the pictorial material of third parties? On YouTube you can reach through playlist subscriptions, so you can already build through and timely collection of relevant videos followers and subscribers. On Facebook you can not only advertise within your own fanpage, of course you can also do it in groups. Social media marketing is so much more!

In addition to the now almost classical methods, there are of course the newer tools, as well as influencer marketing. The area of influencer marketing counts in particular on recommendation marketing by relevant persons for certain target groups. Every single recommendation in social networks reaches people who follow other people. As a result, the advertising aspect is much smaller. Influencer marketing in the real estate sector could, for example, accompany a person on YouTube in their search for an apartment, and at the end they make two or three videos in which they report on the search for an apartment, first on the Internet that they are desperate and finally found the solution through portal XY! Then our influencer takes the camera and accompanies his apartment inspection, a bit to video number 3, in which the apartment is completely furnished, with the matching keyword apartment furnishing. So we can also do search engine optimization within YouTube. Did you already know that?

The world of social media marketing is so diverse for real estate agents, real estate portals but also for more specific topics such as buying or selling a house.

Ultimately, a lot can be done, from channel construction to advertisements targeted at specific groups of people. But let’s first focus on the goals, what is it all about? In principle, social media marketing can be described in four steps.

Target range: Do you already know broker XY?

Our primary goal is reach, because without reach nobody will know about our product. Henry Ford already said: “For every dollar you invest in your product you have to have another one ready to make it known”. The more people we reach, the more we become fans of our channel. Because of the added value they get or because of new offers or also because of very exclusive offers.

Target community: added value instead of advertising for tenants / buyers

The second step is to build the community, collecting fans is not difficult, we invest 100.000 € in an advertisement and will be able to win 10.000 fans. 10 € for a fan? That’s a lot of money. After all, it’s not just about winning the fans once – we have to keep them. That’s why community building and targeted community management are among the core tasks of a social media manager, and of course of a social media agency.

Objectives Information: Regular interaction in social networks

The third step involves an editorial plan and the regular transmission of previously planned information. Our channels must not be filled with graphics and texts from the advertising department, they need individual content, i.e. content. The better our information, i.e. advertising content is packaged, the higher the values in the conversion, means the conversion of visitors to buyers, newsletter subscribers or even interested parties.

Target sale: Strategies for customer acquisition from tenants and buyers

In the fourth step we can now concentrate on sales, let different texts or graphics run against each other, in so-called A/B split tests. Through the targeted evaluation in monitoring, the opportunities and risks as well as the advantages and disadvantages of individual target groups can be identified. This allows many questions to be answered, for example:

• In which target group does our product sell best?
• What target group completes most newsletter subscriptions?
• Who asks at the end for a concrete inspection date for a housing advertisement?

Social Media Marketing Agency Services

Anyone who commissions a social media marketing agency for the first time naturally has a lot of questions! To give you an approximate idea of what a social media agency can do for you, here is an overview of the most important services. Social media marketing is advertising, a holistic concept for the dissemination of information about products or services. In the real estate sector, no matter whether broker or real estate portal, it is not different. Social media channels must be created holistically, they must be planned and, above all, they must interact regularly. It’s about social media content, that means daily postings, even several stories on Instagram a day, up to you the matching videos with added value on YouTube. Thus they create not only a channel for advertising content, but a platform for all those looking for a new home!

Take the wishes their community was and answer them questions, give them added value instead of thinking about marketing messages. Answer questions as well:

• How much does the square meter cost in Berlin or Frankfurt am Main?
• What tips are there for the apartment inspection?
• How do I leave a lasting impression on the new landlord when I am already at the apartment inspection?
• What defects do I have to consider?
• How do I discover black sheep in apartment advertisements?
• Must I pay the deposit for my new apartment immediately?
• When I move out, how long does it take until I get my deposit?

You can keep writing this list forever, because that’s what it’s all about! Added value for the community instead of advertising. The social media agency helps with the creation of the concept, but also with all strategies and methods, with advice, tips and ideas for creative content.

But where is the concrete advantage? A large part of Germany now watches video content on YouTube. Everybody is informed about what’s new, but the majority looks at already existing content. For example, many searches on YouTube will show you that videos have been online for five or six years. For example, if they manage to place their content and topics on the subject of real estate, it can sometimes happen that they get 100000 views and more over time. What’s the matter with you? Every year there are 100,000 Germans who change their flats, move, perhaps even move to Germany for the first time. Every year there are thousands of people looking for the same questions and here lies the magic of YouTube. YouTube is also pushed by the largest search engine in the world, especially because it belongs to the Google group. Contents that get a good placement here once, are permanent. They can use this, in cooperation with their social media agency, to permanently generate new visitors and thus new prospects for apartments and houses.

Let’s have a look at all contents of a social media agency at a glance. From the editorial plan to monitoring.

Editorial plan and conception for potential interested parties

The editorial plan is one of the basic strategies for a successful social media channel. Because what is particularly important in marketing is the regular publication of the content but the regular interaction with the fans. By planning content in advance, you save a lot of time in everyday business, allowing you to focus on other things, such as answering comments.

Editorial plans show the course of 30 to 90 days, here the postings are planned as well as the contents. For real estate companies that have their own Instagram channel, this could mean, for example, that more and more properties and apartments with warm backgrounds are posted alternately from early summer to late summer. So whether it’s the palm tree or the garden that’s about to blossom in summer, your social media channel is changing seasons, as is our environment. Of course, you will be a little more precise, you can specify which texts will be placed under the individual postings. Of course, different social networks can also be combined so that you have a multi-channel planning at the end. For example, a concept can look like this:

• At the beginning of the week photos appear on Instagram
• Parallel appears the first blog article, this is again shared on Facebook, because you can click here directly on the link of the posting and get to the website
• On Wednesday the same will be done, with the note that on Friday our new big YouTube video with the big article, 12. For your first apartment viewing appears
• On Friday appears punctually at 17 o’clock, with previous posting at 13 o’clock on Facebook and Instagram, now on YouTube the big video on the subject of apartment viewing

Creative ideas

This advance planning enables us to put four weeks on one production day for the production of the social media content. A specially booked influencer explains in YouTube videos simple questions about living, moving in and moving out. At the same time photos are produced for Instagram, Facebook and of course for the block. In one day the social media content is produced for a whole month. On Sunday the influencer will publish a little review by pointing out that the new article was published two days ago on real estate portal XY, “you have to have a look at it”!

This allows editorial plans to be combined with creative ideas in a meaningful way. Your fans will thank you! Because their social media channel obviously doesn’t aim to just advertise, they want to help for free! “How nice is that?” This is how the world of social media works. Of course, renowned social media agencies are about more than just creativity and planning, which is already four! When it comes to big and creative ideas, it is also possible to create links to the Pr machinery.

PR strategies (cross media marketing)

You have a social media shoot and perhaps a very special influencer, you should perhaps invite the press directly to it. Whether you’re a local newspaper or a national TV station, you can even get the media to report on the shooting if you package your shootings properly. However, this also brings new reach to brand placement, simply through clever planning. Photographer, make-up artist, influencer, photo studio, everything is booked anyway. But if you take care to book the right person for media use as an influencer at an early stage, you can even get press articles.

Here a small excursion into the topic online marketing or search engine optimization. A good social media agency should also inform you about this! Because backlinks can be generated by placing them in the press. Backlinks are references, i.e. links to other sites that refer to your real estate portal. The more backlinks you collect for your website, the more important they will be for search engines. This is why it is also worth working together with the social media agency in the field of public relations. Not only in the area of community care and management is the effort worthwhile, social media are also indispensable for cross-media work today.

After the planning comes the content creation. For Instagram, YouTube, Tik Tok but also Facebook and Pinterest there are different challenges.

Content creation

No matter which social network you choose for your marketing mix, each one has its own challenges, advantages and disadvantages.

Of course we could philosophize about which content is right for which network for a very long time, but in summary the following can be said: photo shootings, video productions and all other forms of content creation are always complex and therefore associated with high costs and prices. This is why it is worth investing so much time in planning that you have as little effort as possible on the day of production. Because, as in our example on the subject of goals, it’s about knowing what you’re doing. That sounds simple at first, but a lot of planning is involved when you are between community management, content creation and topics such as public relations or influencer marketing. The better the conception, the faster the production.

Social networks life as well as the classic format advertising of regularity. The more often the viewer sees our product, the more likely he is to fall back on it. No matter whether it is a supermarket, a certain product in the assortment or also the apartment search. Those who place their name in the minds of people have regular presence.

Advertising and Advertisements

Perhaps they are social media managers in a larger advertising portal and have not yet had any contact with the subject of re-targeting and advertisements. Briefly explained, maybe you have already looked for a notebook and the next days and weeks you have seen everywhere, no matter if you were on news portals like Spiegel or Welt or also your favourite block, again and again the advertisement for the notebook. This is exactly how advertising and ad management works, of course, in real estate and apartments. For example, you can explicitly send advertisements for Berlin to a Berlin group. It gets even better! If, for example, you offer real estate in Frankfurt am Main, you can send your advertisements specifically to people who live in Frankfurt am Main, are between 18 and 25 years old and single. For all those who have small housing units in good locations, rent them out to young self-employed people, this ad will be worth a lot! Especially in relation to a classic advertisement in a newspaper or real estate newspaper. The losses are much lower because the target group is much more accurate. This helps him not only in the creation of advertisements but of course also in reporting and monitoring.

Reporting and Monitoring

Reporting and monitoring deals with the targeted evaluation of campaigns. It can be about simple things, like posting an influencer for our brand:

• How much reach does she have this posting?
• How many Likes did the posting get?
• How many dislikes were there in relation?
• How many comments did the posting have?

When it comes to advertisements, it naturally becomes even more complex when it comes to monitoring and reporting. Here it goes for example polls like:

• Which campaigns group from our splittest has performed better?
• Which products are profitable and thus predestined for re-targeting?
• How many campaigns can we run Split Testings without straining the advertising budget?

The discipline therefore deals with the evaluation of different strategies. By evaluating the strategies, one can discard individual concepts and focus on others. This allows social media to appear and improve performance in social media. After all, it’s all about making money.

Consulting and agency

Do you have questions about Social Media Marketing? With the advice of our social media agency you always have the right answers to your questions. Whether it’s about instagram marketing, YouTube content creation, Facebook ads, Pinterest search engine optimization or the outlined reaching of young people through social media networks like Tik Tok. We have the right concepts and strategies to promote them as real estate agents or real estate portals. Contact us now, we are looking forward to your e-mail and your call.

Real estate: Helpful links

• Luxury estate agent – Lukinski Property
• Capital investments – FIV Magazine
• Capital investment real estate – FIV Magazine
• Capital investment real estate Interview – FIV Magazine
• Building society savings agreement – FIV Magazine
• Does real estates makes sense as investment? – Real Estates AO

Social media marketing is something different than the classical advertising strategies, social media marketing is particularly concerned with the catchword social. Social implies that it is not just one person, but a community. This community wants to be nurtured, it wants to be fed with information and it wants help or tips for everyday life, sometimes just simple inspiration. Anyone who understands social media marketing as a classic advertising channel and takes over the content one-to-one will not be successful. This is why it is so important to find the right social media marketing agency that understands the customer, but also the needs and wishes of the insurance company. But how do you sell insurance on social networks? Let’s look at social media marketing for insurance companies in detail: Basics, tips for social media channel building and strategies. No matter how complex the activities on social networks become, here we are talking for example about advertising and retargeting, the first thing is always to have a coherent overall concept. Goals and strategies must be formulated precisely so that they can be pursued sustainably. Over the weeks, months and years, the community is created that your insurance needs to successfully spread ideas!

Goals and strategies: insurance & marketing in social networks

The definition of goals is extremely important for successful social media marketing. Because in the end it is a matter of multi-channel management, that is, filling different social media channels with accounts in such a way, in regularity and in interaction, that users not only use one social network, but different social networks. Simply put, it’s daily inspiration and tips on Instagram that lead to more in-depth content, such as the blog. In the blog search engine optimization is actively pursued, by the definition of keywords in addition, the word number. This blog post is shared directly on Facebook, because here you can click directly on Postings and get to the website. This doesn’t work on Instagram, so this network is used more for sharing photos. Daily inspiration! A new video will appear on YouTube punctually at 5 p.m., for example on Friday or Sunday. The new video will of course also be immediately integrated into the blog post. On Pinterest we also collect valuable links for search engine optimization. So in the end everything refers to the insurance side and to the suitable offers, no matter whether it is a question of household insurance or liability insurance. Small and large offers will find their customers if the content is designed correctly. The strategy is based on the goals that the social media agency and you find and define together.

Range: “I’m insured with THEM”

Recommendation marketing is the gold in online marketing and online marketing is the most successful tool currently available in the marketing of products. Because online not only target groups can be distinguished extremely precisely from each other, the reach is generated without complex processes. For example, the distribution of flyers or the attachment of individual billboards at intersections. Through online marketing, graphics can be exchanged within seconds, but we can also test texts against each other or let different target groups play against each other, so that in the end we achieve the conversion strongest group. Conversion means the realization of goals! Would you like to reach new newsletter subscribers as an insurance company? Do you want buyers for your car insurance or household insurance? But let’s get back to the principle of range.

Your target number one must be to generate range. As mentioned at the beginning, there is hardly any performance in insurance. Although six-digit amounts are invested in social media marketing and optimization, the number of followers hardly reaches the 1,000 mark. Even on social networks like Facebook, on which insurance companies have been able to generate performance for many years, hardly anything is possible without high advertising expenditures. But why is that? Many don’t think about the added value.

Community: Added value instead of advertising – Example

Many concepts and strategies for agency insurance policies usually consist of reusing content that has already been used. Is that creative? The maintenance of a community consists of other aspects and strategies, this is about creating added value! That’s why you should always keep the user’s thoughts in mind when acting as a social media manager. These include, for example:

• Why should fans stay with us if we only post ads?
• Insurance posters you know from the house wall?
• Where am I as part of the community?
• Why am I not asked?

Extremely much budget seeps away in half-hearted measures. Social media marketing is one of the most efficient ways to win people over today. Instead of posting commercials on YouTube, why don’t you book an influencer? Why don’t you explain simple topics like how:

• Why is liability insurance so important for me?
• From when do I need household insurance?
• When can I change my car insurance?
• I’m going to be a father, I need a new insurance?

You can see that there are extremely many questions to which many users have no answers! Every week thousands of people are looking for very simple answers that are not served by any insurance company! Do you want to be first?

Especially the performance of YouTube has many advantages. Because YouTube belongs to one of the largest companies in the world, Google, it is of course also placed very prominently in their search engine. Since in Germany alone over 70% use the search engine Google, a placement here is extremely important! Furthermore, YouTube videos are very sustainable. If you produce social media content for Instagram as an insurance company, the content is usually only visible for 24 to 72 hours. YouTube has videos that are five or six years old, even with frequent searches. In other words, once you’ve produced good YouTube videos, you have the potential to be high on the search results list for a long time to come. This advantage naturally brings social media marketing into focus, not least for insurance companies. Therefore you should not hesitate, but take the chance instead of fearing the risks!

More about this topic? As experienced consultants we are not only able to assist you as an agency but also as a partner when it comes to social media marketing. With our focus on young networks such as TikTok, Instagram, YouTube, we reach up to seven million people in one day for best practice examples, read our blog. Doesn’t that sound interesting? Information is everything! The only question is, how do we package our marketing messages in such a way that they are not understood as an advertising message by the visitors?

Consulting and agency

You can see how complex the topic of social media marketing can be for insurance companies. Whether it’s the young family or the student who makes his first application but will be a member for a lifetime, or the pensioner who generally wants to make provisions, or the self-employed and freelancers who prefer private insurance?

We help you to find the right answers to the important questions – and of course to define the important questions so that we can draw the right conclusions for your goals and marketing strategies.

Best practice: 6.1 million views in 24h

6.1 million views, 4.3 million unique views – in 24 hours – our largest influencer event for an insurance company: