Logic Classroom: Personal Branding and Search Engine Marketing

transcript

Search Engines, Social Media, and Personal Branding

Realtors are Independent Contractors

•You compete with the person 1 desk over•Most realtors switch brokerages multiple

times in their career▫The one thing you take with you is your

personal brand.

Are you still using the same marketing methods you were 3 years ago?

•70% more investment in social media marketing▫ Econsultancy, ExactTarget

•93% of people expect companies to be on social networks▫ 2009 Cone Survey

•33.2 billion online videos watched in December▫ comScore

•53% of hiring manager conduct background checks on Social networks

•Facebook is the most visited site on the web

Times Have Changed

•94% use the internet in the home buying process

•44% of buyers found their agent through a referral

•2/3 of home buyers used the internet to search homes first

•90% of sellers listed their homes on the internet

Yes, Even For the Real Estate Market

Profile of Home Buyers and Sellers 2009

Complete Online Sales Process

www.bostonlogic.com

Your website

Personal Branding

1. Fundamentals2. Build your presence3. Interact and engage4. Incubate

What is Your Brand?

Impression = Perception

You Need Your Own Website

•Foundation of your online marketing campaign

•Lead acquisition and incubation•MLS Search•What’s yours is yours

▫Leads you generate are yours•Home for bio, information•Landing pages for search engines

Explore

•Spend time on social media sites•Read other agents’ blogs•Interact on sites

▫Comments▫Posts▫Answers to questions - show your

knowledge

Personal Branding

SEOContent• New, updated content• Topic specific• Attract links

<Head> (Mostly Invisible)▫ Title Tag▫ Description Tag▫ Keyword Tag (Less important)

<Body> ▫ <H1> Headline Tag▫ <H2> Sub-headline▫ Paragraph Text

Bold Underlined

▫ Links▫ Link Text

Voting/Counting• Content Volume• Keyword Density• Keyword Prominence

Linking

www.bostonlogic.com

Worcester Real Estate

Blog – Producing Content

1. Know your market2. Take a niche3. Stay Focused4. Message

Words Video Audio Rich media

5. Keep it on your siteex: BostonLogic.com/blog

6. Blog several times/week.1. Short posts are fine2. Re-use your content

If a 7-year-old can do it

YOU CAN

Blogs are the Heart of Social Media

20,000 new blogs are started every day

Why blog? Lead Generation and Brand Building

Active blogging is a 3 part process- Commenting,

Reading, Writing

Blog can be the center of your marketing activity

•Your Brand▫71% have greater industry visibility

▫36% have been asked to speak at industry events

▫25% of people use their blog as their resume

•Your Company’s Brand▫63% of people make purchasing

decisions by reading blogs

▫56% employee blogs help companies become thought leaders

▫18% of employees use blogs as recruiting tools

Blogs Help You & Your Employer

LinkedIn 101

1. Custom URL2. Avatar3. Profile4. Recommendations5. LinkedIn answers6. Groups7. Networking8. Promotion 42

MillionUsers

Linked In

Professional Network of 55 million

Create a Company Page

Create a group (forum to talk about company)

Participate in Q & A

Facebook 101

1. Control your page

2. Picture3. Status4. Find contacts5. Join groups and

pages6. Events7. Share

achievements

400 Million Users

Facebook

400 million Facebook users. More than US population!

Create a Facebook Fan Page

Start generating fans by sending to employees,

friends

Update your Wall regularly. Send updates to fans.

Twitter

140 Character Max

Essential tool to engage your audience and build a

conversation. Use search tool

Twitter profile, Design a Background (unique to

twitter)

Increase referral traffic through Twitter

Personal Branding

Don’t Over-Promote: Educate!

Balance Self-Promotion + Value Contribution

Syndication, Integration, & Automation

•RSS Feeds•Blog content – feed to Social Platforms•Property search on Facebook•Twitter feed on your site•Links to Like, and follow you on your

website•Newsletter sign-up on your website

Careful What You Say:

Personal Branding

•BostonLogic.com•Facebook.com/BostonLogic•LinkedIn.com/in/DavidGFriedman•Twitter.com/BostonLogic•Google.com/profiles/YourName

Protect Your Online Brand

Social Media and Search…

Work Together!

Social Network Sharing-Do’s & Don'ts

Be human-transparent and authentic

Profile Pic and Bio-be consistent across platforms

Brand Image-what you share, post, or tweet today

should reinforce your brand tomorrow

Not reinventing your brand with social media-widening it’s reach. Remember you’re

the expert

Jump In and Get Started!

Weigh in on the conversation. People are talking about you and your industry!

Upcoming LogicClassroom Session:Tuesday, August 10th @ 5pm

Questions

? ? ? ?This presentation will be online at:

www.RealEstateSEO1.comand

www.BostonLogic.com/blog