visual content marketing
DESCRIPTION
The creation, tagging and distribution of multimedia content with the purpose of engaging current and prospective customers via the Internet; the motivation behind content marketing is the belief that educating the customer results brand recognition as a thought leader and industry expert. Marketers may use content marketing as a means of achieving a variety of business goals. These may include: thought leadership, lead generation, increasing direct sales, introducing specific brand language and improving customer retention.TRANSCRIPT
Video, Photography & Virtual ToursVisual Content Marketing for Real Estate
Mark Schow – Mediamax, Inc.www.MediamaxMarketing.com
Visual Content Marketing
The creation, tagging and distribution of multimedia content with the purpose of engaging current and potential customers via the Internet.
The motivation behind content marketing is the belief that educating the customer results in the brand’s recognition as a thought leader and industry expert.
Marketers may use content marketing as a means of achieving a variety of business goals. These may include: thought leadership, lead generation, increasing direct sales, introducing specific brand language and improving customer retention.
Visual Content MarketingPresentation Overview
• Marketing Goals• Dominate Google search results• Establish yourself as a trusted regional, local or hyper local real estate expert• Generate buyer & seller inquiries
• Real Estate Related Content• Listing Marketing• Personal Branding
• Visual Content Types• Photography • Virtual Tours (Single Property Websites)• Video Slideshows• Full Motion Videos• Screencasts
• Key Wording• Tagging content for Search Engine Optimization
• Distribution• Hosting & Video Sharing Sites• Syndication Platforms
• Measure• Analytics to measure effectiveness
Internet Search Engines
What is the #1 Internet Search Engine?Google
What is the #2 Internet Search Engine?YouTube
Search Engine RankingMarch –vs- April 2010
Video Referring Site RankingAugust 2010
Personal Brand -vs- Listing Marketing
Google Search – Zachary EppsEverything Results
Google Search – Zachary EppsImage Results
Google Search – Zachary EppsVideo Results
Google Search – Zachary EppsVideo Results
YouTube Search – Zachary EppsVideo Results
Google Search – Real Estate Listing Video Results
Google Search – Real Estate Listing Image Results
Google Search – Real Estate Listing Video Results
• Photography
• Full Motion Video
• Virtual Tours & Video Slideshows (Single Property Websites)
• Video Slideshow
• Screencast
Visual Content Types
• Photography (Keyword Searchable)
• Do It Yourself
• Professional
Visual Content TypesPhotography
Do It Yourself Examples
Visual Content TypesPhotography
Professional Examples
Visual Content TypesPhotography
The Importance of Multiple Listing Photo’s
Great Ways to use Photography to Promote Yourself and Your Business
1. Take pictures of: Local neighborhoods Colorado Landmarks Colorado Scenery Businesses Listings
2. Create Video Slideshows, Keyword and upload to: YouTube.com Hundreds of other Video Sharing Sites
3. Keyword tag images and upload to: A Photography Blog Slideshare.com Facebook.com Flickr.com Twitpic.com
• Full Motion Video (Keyword Searchable)• Do it Yourself
• Walking Home Tour Example• Market Update Example
• Pro-sumer• Mini Profile Example • Community Event Example• Home Tour Example
• Professional• Video Business Card Example• Home Tour Example• Community Tour Example
Visual Content TypesVideo
1. Personal Introduction – Video Business Card2. Personal Profile3. Listing Presentation Video4. New listing Announcement5. Open House Announcement6. Customer Testimonials7. Neighborhood Business Owner Interview8. Neighborhood Park or Community Tour9. School Faculty Interview10. Home Staging Profile11. Professional Photographer Profile12. Frequently Asked Questions Video13. The Short Sale Process14. 203k Loan Opportunities15. Charity Activity Profile16. Neighborhood Activity17. Neighborhood Homeowner Interviews
Real Estate Industry - Video Ideas
• Virtual Tours & Video Slideshows (with Photography Services)
• Obeo.com – $99 to $199 Example
• Tourfactory.com - $130 to $230
• Circlepix.com - $100 to $140
• eHomeparade.com - $89 to $165
• Grapeimaging.com - $112 to $235
• Virtualtourscolorado.com - $198 to $349
• Digitalmagicpro.com - $120 to $190
Visual Content TypesSingle Property Websites
• Video Slideshow• Single Property Website Example • Neighborhood Tour Example
• Creating Video Slideshows• Virtual Tour Providers – Free to $20/listing• Hundreds of Slideshow creation services• Video Editing Software
• Apple iMovie – Free with Mac• Windows Movie Maker – Free with PC
Visual Content TypesVideo Slideshow
• Screencast Videos• Jingproject.com & Screencast.com – Free, Pro Account $14.95/yr• Screentoaster.com - Free• Complete Comparison Chart
• http://en.wikipedia.org/wiki/Comparison_of_screencasting_software
• Home Tour Example• Client Communication Example
Visual Content TypesScreencast Videos
Content Key Wording
Google Keyword Tool
WellcomeMat Video Settings
YouTube Video Settings
•Listing Syndication• Obeo & other virtual tour providers• Listhub.com• Postlets.com
•Video Hosting & Sharing Sites• WellcomeMat.com – Free, Pro account $25/mo• YouTube.com – Free• Vimeo.com – Free, Business Account $59.95/yr• Brightcove.com - $99/mo to $499/mo• Video Sharing Site Comparison (www.reelseo.com/list-video-sharing-websites/)
•Syndication Platforms• Tubemogul.com – Free, Business Account $50/mo• TrafficGeyser.com – Free Trial then $97/mo• Video Syndication Service Comparison (http://www.reelseo.com/upload-multiple-sites/10128/)
Content Distribution
Real Estate Site RankingJuly 2010
Listhub.com Syndication Channels
Social Media Site Exposure
Obeo Tours as Video
Social Media Exposure
Obeo Tours as Video
Obeo Authorized Distributor
Measuring Marketing Effectiveness
It’s all about Eyeballs!
WellcomeMat.com Viewership Report
YouTube Insight Report
Thank You!