Understanding the Trio: Social Media + Content Marketing = Killer SEO
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Join Erica Campbell Byrum, Director of Social Media for ForRent.com and Homes.com, as she shares her 2014 NAA presentation on how to reap the SEO benefits of an integrated social media and content marketing strategy.
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Understanding the Trio: Social Media + Content Marketing = Killer SEO
- 2. Understanding the Trio: Social Media + Content Marketing = Killer SEO @EricaCampbell @AptsForRent
- 15. SET YOUR GOALS 1. Identify your audience 2. Build trust and rapport with your audience 3. Attract new prospects to your marketing system 4. Explore prospect and resident pain 5. Provide solutions and overcome objections 6. Deepen loyalty with existing residents 7. Build your reputation with search engines
- 16. FIRST TIME FRAN is getting her own place for the first time in her life. Having lived with roommates and family her entire life, Fran doesn’t know where to begin on her apartment search. Because she is working with a somewhat limited budget, she is hoping to find an apartment that she can comfortably afford. Due to her tight budget, Fran is using a lot of resources to collect as much information as possible. She is performing searches on Google and also utilizing Twitter and Facebook to gather advice and information from friends and family. KEY TRAITS: • Socializing Singles • Urban Dwellers/ Hip • Cutting-Edge Culture • Exercise Enthusiasts • Financially Sensible • Risk Takers • Internet Savvy • Digitally Literate • Relies Heavily on Social Networks DEVELOP PERSONAS
- 17. UNDERSTAND YOUR TARGETS Determine what questions and fears your personas have at each stage of the buying process. Buying Cycle • Interested Prospects • New Residents • Returning Residents • Current Residents • Former Residents First Time Fran is concerned about having a limited budget.
- 20. SAMPLE WORKFLOW
- 21. Audit & Identify the Gaps in your Content2
- 22. Do you have budget-friendly or apartment searching content for First Time Fran? Answer specific questions. CONDUCT A CONTENT AUDIT
- 23. GOOGLE TRENDS
- 26. THEMES, TOPIC, ALIGNMENT Content Themes: Beyond your business Topics: Specific titles/content ideas Content Types: eBooks, events, white papers, emails, etc.
- 27. IDEATION
- 29. LAYERS OF WRITTEN CONTENT Thought leadership Long-form content Newsworthy/trendy content Evergreen content Data-driven articles, eBooks, white papers Resident testimonials, case studies Day-of articles, resident events How-to articles, checklists, infographics Think about First Time Fran
- 30. DETERMINE TYPES OF CONTENT
- 32. PUBLISHING SCHEDULE Sample Frequency Social media updates = daily Website articles = 1 time per week Resident newsletters = 1 time per month Video = 2 times per month PR/News releases = 1 time per month • What are you going to publish? • How often are you going to publish? • Who will be responsible for researching, writing, designing, approving, publishing, and sharing the content?
- 34. EDITORIAL CALENDAR • Designate one person to manage it • Simple is better and cleaner • Easily shared and edited • Accessible
- 37. DISTRIBUTION CHANNELS 1. Organic Social Media 2. Syndication Partners 3. Local Publications 4. Newsletters/Email 5. Paid Social Media 6. Paid Distribution ILS’s – Print – Digital – Outdoor – Radio Bloggers
- 39. Source: Google
- 40. Source: Facebook
- 44. Sources: Nielsen, Nirogram, Experian, and Emarketer
- 48. THE PIN CYCLE How a pin meets new people
- 49. Sold within 6 days of being on Pinterest!!
- 50. Source: Twitter
- 51. TWITTER PROFILE
- 53. Source: YouTube
- 56. Social in the Top 10: Google +1’s Facebook Shares Facebook Comments Facebook Likes Pinterest Tweets SOCIAL SIGNALS Source: Search Metrics
- 57. SOCIAL SIGNALS Source: Search Metrics
- 58. PAID, OWNED & EARNED
- 59. SECURE CUSTOM URLS Vanity URLs make URLs more memorable, making it easier to find you.
- 60. ADD BUTTONS TO YOUR SITE Adding the social media badges to your website encourages visitors to follow you. Add the Share, ‘Like’, Tweet and +1 buttons to encourage visitors to share.
- 61. ADD THE PIN IT BUTTON
- 62. GET VERIFIED ON PINTEREST
- 63. PINTEREST PLACE PINS Include a map, address & phone number
- 64. CROSS-PROMOTE Cross- promote in both online and offline communications to increase followers
- 65. CROSS-PROMOTE Increase follower growth by cross- promoting to other social accounts
- 66. ADD REVIEWS WITH SOCIAL SHARING
- 68. ADD RELEVANT HASHTAGS Use hashtags to get your content discovered
- 69. ADD RELEVANT HASHTAGS Hashtags help surface your content
- 70. PINNED TWEET Resembles the Facebook "Highlight" option. This allows you to display your most "important” Tweets at the top of your Twitter profile.
- 71. POPULAR TWEET Tweets that get the most engagement will appear in larger font than regular tweets.
- 73. PROVIDE HELPFUL CONTENT People love a good checklist!
- 74. PROVIDE HELPFUL CONTENT A post in a community generates more engagement than on the stream.
- 75. eBOOKS & DOWNLOADS Download a FREE Pinterest White Paper bit.ly/HDCPinterestWhitePaper
- 76. MAINTAIN AN ACTIVE G+ PAGE Click through to your G+ page Follow directly from search See recent posts
- 77. MAINTAIN AN ACTIVE G+ PAGE Click through to your G+ page
- 80. HANGOUTS ON AIR NatGeo received 250+ press mentions from 1 Hangout on Air • 22,000 Hangout views • 10,000 +1’s • 2,450 Google+ Event RSVPs • 1,500 reshares • 1,300 comments • 250+ press mentions • 150,000 new followers Source: Google
- 81. SOCIALANNOTATIONS Source: Google Brands using social annotations see a 5- 10% uptick in click through rates
- 82. LINK YOUR GOOGLE+ & YOUTUBE Source: Search Metrics Your Hangouts on Air are automatically posted to your Google+ page and YouTube channel Video posted to your YouTube channel are automatically posted to your Google+ followers
- 83. SLIDESHARE
- 84. #2 on Google
- 86. MEET THE TEAM Link back to your About Us page on your site
- 88. SHOWCASE LISTINGS Add descriptions & hashtags
- 90. CUSTOMER REVIEWS
- 91. LOCAL Position yourself as the local expert • Neighborhoods • Dining Guide • Shopping • Nightlife • Events • Entertainment • Schools • Local Businesses • Professional/Home Services
- 92. LIFESTYLE CONTENT • Seasonal • Home Décor • Small spaces • Closets • Kitchens • Recipes • Hobbies • Fashion/Style • Cooking • Sports • Crafts/DIY Projects
- 93. SNEAK PEEK
- 94. RESIDENT EVENTS
- 96. CONTESTS Crowdsource content from employees & residents
- 99. CROWDSOURCE ADS Repurpose consumer generated contest photos for Facebook Ads
- 100. CONTESTS
- 101. If you could have the room of your dreams, what would it be? How would it look? How would it feel? • 1 winner • 10 items selected to purchase for 10 lucky participants from their “Décor by Me” Pinterest Boards.
- 108. REPURPOSE CONTENT
- 116. bitly.com/AboutECB @EricaCampbell +EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCByrum Erica Campbell Byrum Director of Social Media Homes.com & ForRent.com
Editor's Notes
- Identify keywords to put into your posts
- Crowd sourced content gives validity to a brand and shows the engagement between the customer and the brand. Contest #BozzutoSweetSpot that our resident’s participated with their favorite spots in their home or community 607 total votes for this winning picture Exactly 100 pictures entered Increase of 1,100 new Facebook ‘Likes’