multifamily conference keynote - accelerating your brand with search & social marketing
DESCRIPTION
How do you increase your odds of being found in search and social media? How can they be combined and leveraged to work better together than individually? What’s the role of content in the equation; how can you consistently create content that your target market will enjoy; and can that enjoyment be converted effectively and measurably into sales?TRANSCRIPT
ACCELERATING YOUR BRAND WITH
SEARCH & SOCIAL MARKETING
Arnie Kuenn, President, Vertical Measures - @ArnieK
@ArnieK
@ArnieK
“CONTENT MARKETING”
@ArnieK
ADVERTISING IS JUST RENTING THE SPACE.
CONTENT MARKETING IS OWNING IT FOREVER.
@ArnieK
YOU JUST NEED TO
UNDERSTAND HOW IT
ALL WORKS,
EXECUTE ON A
STRATEGY AND HAVE FUN WITH IT!
@ArnieK
93% of all buyers online or in
stores use search prior to making a
purchase
86% of searchers conduct
non-branded queries.
94% of buyers click on organic
links versus 6% on paid links for
branded queries. Source: GroupM
@ArnieK
TENANTS NEED INFORMATION
THAT MAKES THEM MORE
KNOWLEDGEABLE ABOUT
THEIR APARTMENT SELECTION.
COMMUNITIES THAT
PROVIDE THAT CONTENT
WILL WIN.
@ArnieK
CONTENT MARKETING IS A CONTINUOUS,
PLANNED OUT PROCESS
@ArnieK
Long tail searches
are the key to
success!
@ArnieK
THINK LIKE A PUBLISHER!
@ArnieK
DEVELOP YOUR STRATEGY – QUESTIONS TO ANSWER
• Strategy will evolve through the whole process
• Why are you creating the content you are creating?
• What does success look like?
• Who is your audience?
• Who are you? – Determine your “voice”
• What types of content will you create?
• How will you develop your content?
• Where will your content go?
@ArnieK
BENEFITS OF A BLOG
• Gives you a vehicle to post new content
• Allows for internal linking
• Keeps the search engines coming back – have
434% more indexed pages*
• Have 2X as many backlinks*
• Your site gets 55% more traffic*
• You have 79% more Twitter followers*
*Hubspot
@ArnieK
@ArnieK
@ArnieK
@ArnieK
@ArnieK
More than 600
questions about
“Phoenix apartments”
@ArnieK
@ArnieK
PUT TOGETHER AN EDITORIAL CALENDAR
@ArnieK
The other thing I noticed was that square
footage didn’t really tell me anything about the
place. You can get a rough idea of the size, but it
really comes down to how oddly the apartment is
divided.
Any site that wouldn’t show me a floor plan
on the website was immediately taken out of
the running (the keywords “floor plan” or
“layout” and “2 bedroom” were often
combined).
@ArnieK
CREATE GREAT CONTENT!
@ArnieK
ADDRESS PRICING / COST
In the end my searches looked something like
“North Phoenix 2 bedroom $8 backyard patio
kitchen clean pets” (Google fills in the $8- - with
whatever dollar amount, since it’s just looking for
the beginning. Pets would often help me know if
they had a pet policy on site.)
@ArnieK
LISTS – PEOPLE STILL LOVE THEM
@ArnieK
CURATION OR AGGREGATION
@ArnieK
Mainly, I was more interested in the lifestyle
surrounding the place I wanted to find, so any
features like that were the things that sold me on
my current place. Granted, the actual building
I’m in now is great too but it was more about
what was around the building I live in and how
easy it is to get to...
But to sum it up, I mainly looked for the things
surrounding the place I wanted to be in –
what could I walk to in 5 minutes, what
restaurants were nearby, how could I connect
with fellow residents, what type of people lived
there, etc!
@ArnieK
Interviews
@ArnieK
VIDEOS! – THEY ARE NOT THAT HARD
User Generated
Fun Interviews
Promotional
@ArnieK
FREE GUIDES TO BUILD YOUR LIST
474 backlinks
from 123 unique
websites
@ArnieK
BLOG ABOUT LOCAL STUFF
@ArnieK
@ArnieK
If I found a multi-unit property I liked, the first thing I
would do is look for reviews in the search.
Apartment reviews are tough because you will often
find people who have a vendetta against the
apartment complex over silly reasons, but with
common sense you could come to the proper
conclusions (having the complex owner/manager
reply to the complaints was helpful).
Some things I would search for would be
“(Apartment name) bug problems review”
“(apartment name) bad a/c”, “(Apartment name)
great management”, “(Apartment name) terrible
management”.
@ArnieK
ONLINE REPUTATION MANAGEMENT
Be proactive. Build out many Social Media Profiles and
be somewhat active on them
– Google+ – Profiles for people, pages for business.
– Facebook – Pages for your business.
– Twitter – Profiles for key executives, profiles for your business.
– LinkedIn – Profiles for key executives, company pages for businesses.
– Pinterest – Make sure one of your pins includes your name or business name too!
– Flickr – Create profile and post images
– YouTube – Create a channel and post videos
– Slideshare - Create profile and post slides
– And of course every directory and local listing you can
@ArnieK
PROMOTE YOUR CONTENT
@ArnieK
FACEBOOK – THE MOTOR LODGE
• Beat the crowds with a sneak peek of the Courthouse Christmas lights tonight
from 5:30-6:30pm (the official Lighting Ceremony is Saturday).
• Time to get shopping so, for our Facebook buddies we will add 15% to any gift
certificate that you purchase for holiday giving. Think of it, you provide a fun
place to stay for your favorite people while appearing to be 15% more
generous than you really are...It's a win, win!
• We thought you should know that waterboarding at The Motor Lodge has
stopped! In case you never had the chance to experience the torture that was
our showers, imagine standing in a phone booth while a 55 gallon drum of water
was dumped on you from 8' up (a classic case of form over function...sorry).
New and improved, ...adjustable and reachable showerheads make cleansing
your beautiful body an absolute pleasure. Enjoy!
• Time to name the cat that adopted us 3 months ago! Whoever comes up
with the winning name wins a free night in our swankiest room, #6. The cat is a
neutered male, very friendly, green eyes and has a hole in his left ear. Voting
ends Sunday at 5pm. (The post included a video of the cat.)
@ArnieK
HOW OFTEN SHOULD YOU POST?
• The most common complaint from Facebook users
is Newsfeed spam
• Posting just a few times per week produces 71%
higher user engagement
• Focus on quality, not quantity on Facebook.
• Only 50% of your posts should be about your
content. Organizations that share other content
have a higher engagement rate.
@ArnieK
Remember!
Every community has a story to tell,
THOSE WHO TELL IT BEST WILL WIN.
@ArnieK
THANK YOU VERY MUCH!