Date post: | 11-Apr-2017 |
Category: |
Real Estate |
Upload: | appfolio |
View: | 1,578 times |
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DIGITALMETHODOLOGY FOR AN EFFECTIVE DIGITAL STRATEGY
Marketing
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Presented By
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AppFolio
… So You Run A More Successful Business
Complete Solution Includes:Web-Based Property Management Software
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• Property management and accounting • Online rent collection (free) • Prospect / guest card tracking • Vacancy Marketing • Websites • Online applications & leases • Resident Screening • Mobile Inspections
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My comfort zone…
WEBSITE DEVELOPMENT
SOCIAL MEDIA MOBILE APPLICATION DEVELOPMENT
ONLINE ADVERTISING
SEO/SEM EMAIL MARKETING
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DIGITAL
METHODOLOGY FOR AN EFFECTIVE DIGITAL STRATEGY
MarketingGUIDE TO A NAVIGATING THE DIGITAL LANDSCAPE
POLL QUESTIONDo you have a digital marketing strategy?
a. Y ES. #W I N N I N G b. Y es, B u t I T’S O U T DAT ED. c. WO R K I N G O N I T. d. W H AT?!
@AppFolio @WatchItSprout #AppFolioChat‹#› 2015 © AppFolio, Inc..
PUSH MARKETING
PULL MARKETING
CONVERSION MARKETING
push marketingANY TOUCHPOINT with THE CUSTOMER WHEN THEY ARE
NOT LOOKING FOR YOU
ANY TOUCHPOINT WITH THE CUSTOMER WHEN THEY
ARE LOOKING FOR YOU
pull marketing
ANY TOUCHPOINT WITH THE CUSTOMER AFTER THEY HAVE
FOUND YOU conversion marketing
GET NOTICED push marketing
THE GOAL OF push marketing IS TO CONTINUE TO BUILD
AWARENESS
magazine ads
TRADITIONAL
television
radio
signage events
outreach
display ads
DIGITAL
social media ads
hashtag outreach
follower fishing
content marketing
digital PR
3 THINGS YOU CAN DO TO IMPROVE YOUR push marketing
1continue TO UTILIZE OUTREACH MARKETING
and other traditional outlets
don ’t THiNK JUST BECAUSE YOU BUILD IT THEY WILL COME
2invest IN SOCIAL MEDIA ADVERTISING
focusing on your target demo
don ’t run ads that try to reach a broad range of people
POLL QUESTIONWhat types of hashtags do you use?
a. N EI G H B O R H O O D S P EC I FI C b. M A K E U P M Y OW N c. I H AT E H AS H TAG S d. W H AT’S A H AS H TAG?
@AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com‹#› 2015 © AppFolio, Inc..
3incorporate HASHTAGS THAT YOUR TARGET
market is using
don ’t CONSTANTLY CREATE UNIQUE HASHTAGS
HOW CAN YOU MEASURE your results?
MEASURE BRAND AWARENESS
SEARCH VOLUME
How many people are searching directly for your brand in your area? These results are for an apartment in Austin, Texas.
MEASURE YOUR ENGAGEMENT
ENGAGEMENT METRICS
How engaged is your audience? These results are for an apartment in Denver, CO.
have questions?
ASK THE EXPERT!
ASK YOUR QUESTIONS ON THE LIVE Q&A AT THE END
EMAIL [email protected]
or
@AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com‹#› 2015 © AppFolio, Inc..
GET FOUND pull marketing
POLL QUESTIONWhat do you do to improve your SEO strategy?
a. U P DAT E W EB S I T E/B LO G b. S O C I A L M ED I A PO STS c. G ET P EO P LE TO LI N K TO M Y S I T E d. A LL O F T H E A B OV E e. Yo u a r e s p ea k i n g a d i ffer en t la n g uag e
@AppFolio @WatchItSprout #AppFolioChat‹#› 2015 © AppFolio, Inc..
SEO stands for “search engine optimization.” It is the process of getting traffic from the free search results on
search engines.
SEO SEM Your
It is the process of getting traffic from
free search results on search engines.
It is the process of getting traffic from
PAID search results on search engines.
LONG-TERM SHORT-TERM
#1
SKIMMING
THE MORE PEOPLE TALKING ABOUT YOU THE MORE GOOGLE REWARDS YOU.
DIFFERENT SITES ARE MORE THAN OTHERs
Oprah Effect
3 THINGS YOU CAN DO TO IMPROVE YOUR pull marketing
1create or invest in A TARGETED LIST OF KEYWORDS
for your community or brand
don ’t TARGET KEYWORDS THAT ARE IRRELEVANT
WE ONLY WANT THE PEOPLE WHO ARE
READY TO BUY
XYZ APARTMENTS XYZ LIVNG | APARTMENTS IN CITY LUXURY APARTMENTS CITY, STATE AFFORDABLE APARTMENTS IN CITY, STATE APARTMENTS NEAR XYZ | APARTMENT CLOSE TO XYZ
APARTMENTS IN XYZ SCHOOL DISTRICT APARTMENTS IN XYZ NEIGHBORHOOD
APARTMENTS IN DOWNTOWN CITY [INSERT BEDROOMS] APARTMENTS IN CITY
ask yourself…
if someone searched this term and ended up on my website…would they be happy?
don ’t target
NEIGHBORHOODS/CITIES YOU ARE NOT IN OR CLOSE TO
OTHER APARTMENT COMMUNITIES NAMES
LUXURY IF YOU ARE NOT LUXURY
AFFORDABLE IF YOU ARE NOT AFFORDABLE
URBAN/DOWNTOWN IF YOU ARE NOT DOWNTOWN
2evaluateTHE CONTENTS OF YOUR SITE
to use SEO best practices
don ’t STUFF KEYWORDS ONTO A PAGE OR TRY TO TARGET MANY KEYWORDS
KEYWORD INTEGRATION
SPROUT SITE THEME 2
DESKTOP, MOBILE & TABLET READY
3ensure ALL YoUR LISTINGS AND SOCIALchannels have the same core information
don ’t HAVE DIFFERENT NAMES, ADDRESSES, NUMBERS FOR EACH
OUR GOAL IS TO TAKE UP THE MOST REAL ESTATE IN THE SEARCH ENGINE. LISTINGS AND SOCIAL MEDIA
ALLOW US TO GAIN MORE SPACE.
SOCIAL MEDIA DESCRIPTIONS
GOOD REVIEWS BAD REVIEWS
WHEN RESPONDING ALWAYS
MENTION THE NAME OF THE COMMUNITY AND THE WEBSITE
WHEN RESPONDING NEVER
MENTION THE NAME OF THE COMMUNITY OR THE WEBSITE
POLL QUESTIONWhich one of these strategies do you think your community needs to work on?
a. K EYWO R D LI ST b. U P DAT I N G W EB S I T E c. U P DAT I N G LI ST I N G S d. A LL O F T H E A B OV E
@AppFolio @WatchItSprout #AppFolioChat‹#› 2015 © AppFolio, Inc..
have questions?
ASK THE EXPERT!
ASK YOUR QUESTIONS ON THE LIVE Q&A AT THE END
EMAIL [email protected]
or
@AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com‹#› 2015 © AppFolio, Inc..
CONVERT conversion marketing
OUR GOAL IS TO GET OUR AUDIENCE TO convert AS quickly AS POSSIBLE
RIGHT TIME
RIGHT PLACE
DON’T CREATE barriers TO ENTRY
PREVIEW HOW YOU CAN IMPROVE YOUR
conversion marketing
WEBSITE SOCIAL MEDIA POSTS EMAIL MARKETING
CREATING A WEBSITE FLOW
CONVERSION POINTS ON A PAGE
KEEP YOUR AUDIENCE IN THE FUNNEL
MEASURE YOUR SUCCESS
PUSH MARKETING
PULL MARKETING
CONVERSION MARKETING
DIGITALMETHODOLOGY FOR AN EFFECTIVE DIGITAL STRATEGYMarketing
‹#› 2015 © AppFolio, Inc.. @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com
Questions for
Tweet:@WatchItSprout
@AppFolio #AppFolioChat
Rebecca RossBranding Director
866.408.2418 [email protected]
Barbara SavonaCEO & Founder
866.408.2418 [email protected]
‹#› 2015 © AppFolio, Inc.. @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com
@AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com
TUNE IN TUESDAY, NOVEMBER 10TH FOR
CONVERSION
MARKETING
R I G H T I N F O + R I G H T T I M E + R I G H T P L A C E
CREATE THE QUICKEST PATH TO CONVERSION
DON’T MISS OUT!