Date post: | 04-Aug-2015 |
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Why We Do Marketing
Be Seen (Build Your Company’s Brand
Awareness)
Get Found (Attract Prospective Customers)
Reach Out (Establish Relationships with
Customers)
Keep Up (Keep your company competitive)
Represent (Manage your Company’s Reputation)
Information Overload is Real• In 1920 there was 1 radio station. In 2011, there were 14,700
• In 1946, America had 12 broadcasting TV stations. In 2011 there were over 1,700.
• In 1998, the average consumer saw or heard approximately 3,000 marketing messages per day. In 2014, there are 1,500 stories competing to display in your Facebook feed every second.
Your customers and
potential customers
are too overloaded to
care about your
business or your
marketing efforts. They
have their own
problems they are
trying to solve.
So How do you Reach Them?
Be Helpful!• Solve a Problem
• Answer a Question
• Help Them Look Good
• Make Them Feel Good
• Genuinely Care About Them
• Make Their Life Easier
This is Inbound Marketing
Inbound Marketing focuses
on providing useful
content that pulls people
to you where they can
choose to learn more about
your services on their own.
(This is the new word of mouth)
Why Inbound?Outbound “Traditional” Marketing
Pushes products or services on customers
Communication is 1-way, like a megaphone
Customers are sought out via print, TV, radio, cold calls…
Provides little to no added value
Inbound “Content” Marketing
Earns people’s interest instead of buying it
Communication is 2-way and interactive
Customers come to you via search, referrals, social…
Educates and entertains
Who Should Do It?
Don’t leave your marketing to an intern or low level employee.
Nobody knows your business, your services and your customers better than you do.
It Sounds Hard…
It doesn’t require a full time job, a ton of money or expensive tools.
You can use the tools you currently have, and the materials you are already creating to start inbound marketing.
Get Started in Inbound Marketing
1. Know Your Dream Client
2. Identify your keywords
3. Start a Blog
4. Develop useful content
5. Share with the world
A ball tossed into the air with
great finesse but without
intention is worthless.
It isn’t enough to just put
out content and hope it’s
useful.
You need to have a clear
understanding of exactly
who your customer is so
you can aim with intent
to attract the perfect
audience – your dream
client.
Create a Persona Profile• Create a profile that details everything about the decision maker at your dream client. Give them a name, job, age, kids, neighborhood, etc.
• In all things you publish, speak directly to your dream client.
• Get Personal, build a relationship!
How Will Your Dream Client Find You?Take what you know about your dream client, and brainstorm a list of words and phrases that he or she would search for.
(Don’t think, just write. You can sort them later.)
Tips on Selecting Keywords…
• Be specific…
• Location (cities, towns, neighborhoods…)
• Benefit (why the board will be looking…)
• Problem(issues the board is experiencing…)
• Long-tail(question phrases in natural language…)
• Colloquial (use non-professional language…)
HOA Management
Phoenix
Cost effective community
management Arizona
Homeowners association
Management North Tempe
Professional Community
Management Scottsdale
HOA Financial Management
Arizona
HOA Transition from developer
Phoenix
Community association accounting services AZ
What NOT to Do…
• Too broad(Don’t go for overly broad terms like ‘Property Management’ – it’s too expensive, and likely to net you a lot of useless contacts.)
• Too generic(Beware broad terms that have alternate meanings. A term like ‘tops’ is more likely to net people looking for clothing than community association management software.)
…especially if you are using these keywords for paid searchWhat NOT to Do…
• Your company name(This leads to navigational searches, not new contacts. If the person already knows your company, you don’t need to pay for it.)
• Your competitors(This ‘black hat’ trick can easily backfire on you. Don’t be skeezy, earn your clicks legitimately.)
What is a Blog?
A blog is simply a collection of articles that
live online. The purpose of your blog is to
provide content that will be relevant and
useful to your dream client, using keywords
that will make it easy for your dream client
to find your articles online.
What do I need to start a blog?• No special software or expense necessary (use articles or pages on your existing website)
• Use your company’s URL (Do not host on a blogging service – you want to push traffic to your website, not someone else’s.)
Your Newsletter is the Key
• Most management companies
are already publishing an
email newsletter. Publish
newsletter articles on your
blog instead.
• Your newsletter is only sent
once – via email. It has one
chance to work. Articles that
live online keep working for
you over and over – they are
evergreen.
Blogging Tips
• Just like writing a newsletter, only spread over time (…and feel free to double dip!)
• Write what you know
• Write like a human being (and to them!)
• Spend a lot LESS time tooting your own horn, and a lot MORE time solving for the customer.
• Be consistent, but don’t spread yourself too thin
What to Create
• Create resources that will help your dream client solve
a problem or make a decision.
• Collect articles and create an eBook
• Checklists or worksheets
• Quizzes or surveys
Give it away
Offer your content free on your website and blog articles – collect contact information in exchange. These names you collect are your new prospects.
Promote Your Content
• With every new blog post or content you release, be sure to promote it!
• Google Plus
• LinkedIn Groups
• Popular Blogs (Comments)
You Still Have to do the Basics• Build a website that represents your brand
• Do the basics of local SEO
• Set up and use social media accounts that you know you can follow through with.
1. Brand Logo
2. Service Area
3. Easy to Find Contact Info
4. Social Links
5. Clear Value Proposition
6. Social Proof
7. Call to Action
8. Useful Content
Check Your Website for these…1
2
2
3 4
5
6
7
8
Local SEO
• Google My Businesswww.google.com/mybusiness
• Moz Localhttp://moz.com/local
This presentation was first given at the 2014 TOPS
CAMfire Conference. Learn more about CAMfire at
www.camfireconference.com
For more helpful articles for community association
management professionals, visit the TOPS CAM Blog at:
http://camblog.topssoft.com