Social Media Series: “Know Your Audience & Plan Your Content”


“Know Your Audience & Plan Your Content”

by Karla Larraga

Champions School of Real Estate

In the age of the over saturated newsfeed, brands of all types are vying for your attention with the goal of converting you, their follower, into engaged customers. If you’re attempting to build your personal brand to boost your visibility for your business, jumping into that frenzy may seem daunting and overwhelming.

I can imagine you sitting at your computer after arranging the perfect brand page: Jane Doe, Realtor. Your recent headshot carefully arranged and a custom cover photo finishes your Facebook page to tell the world, “I am here. I will help YOU find your dream home!”

But…then what?

“What have you been up to?” asks the empty Facebook status box. Your turn: Fill in the box with information that is relevant and funny and worth sharing and informative. No pressure.

From well-written copy to to fun images portraying the messages in your posts, a well-planned social media content strategy boils down to a mix of a lot of different premises. The truth is, however, that with a little planning, managing a lively social media presence shouldn’t be difficult or incredibly time consuming.

Here is the first of my monthly Social Media series providing simple tips to consider when creating your social media marketing plan:

1 – Know Your Audience

You wouldn’t write to mommy bloggers looking to DIY crafts the same way that you would address athletes looking for training tips from a fitness professional. Know who you’re addressing and remember to always write your posts as though you were speaking to that person directly.

Example: If you are a realtor that focuses on a specific area of town, you could keep your Facebook community informed on things relevant to that area like events, specials, weather, community news, resident highlights, etc.

Remember: Be relevant to your intended audience or your posts will just be noise on the newsfeed.

2 – Plan Your Content

Scrambling for content is not fun, which is why planning your content is so vitally important to a successful social media strategy. Set aside a few hours to brainstorm the type of content that would be relevant to your intended audience.

Answer the following questions:

  • What am I promoting to my ideal client? (Example: My Listings, Myself as a Community Real Estate Expert)
  • How am I engaging my ideal client? (Example: Surveys, Contests, etc.)
  • How can I entertain my ideal client?(Example: Sharing relevant community information, weather reports, resident news and highlights, comics, funny stories)
  • How can I educate my ideal client?(Example: Real Estate trends & trivia, Real Estate news, etc.)


Have any questions about these two topics? My next post will expand on planning your content with a helpful download that you help kick you off with a bang!! See you next in September!Best,Karla

This entry was posted in Real Estate by Karla Lárraga.
Karla Lárraga

About Karla Lárraga

Karla Lárraga is the Communications Director for Champions School of Real Estate® and Champions School of Business Etiquette® statewide. With active social media channels on Facebook, Twitter, Google+, Pinterest and more, Karla enjoys sharing everything Champions - be sure to stop by and say hello or drop her a note at

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