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Atlanta boardrealtors

  1. 1. Blogs, Content, and Social Media Equals “Most Important” Web Pages:Exploit Long Tail Local SearchCapitalize on Social Media Impact on SEOExpand Organic Website VisitsIncrease Conversion Rates<br />Adam Japko<br />President<br />Network Communications, Inc<br />
  2. 2. Integrated Real Estate Marketing Plan: Web Discoverability Critical Aspect<br />
  3. 3. There Are Two Legitimate Social Media Marketing Paths for Real Estate Professionals<br />People You Already Know:<br />Social Networking<br />Known prospect and past client engagement<br />Social network (FB) focused<br />Blog as a farm tool<br />Features engagement in community <br />Primary focus: Networking with known prospect base<br />People You Want to Know But Don’t Yet Know:<br />Content Marketing<br />Active property buyers and sellers search lots of stuff, lots of opportunities to be found<br />Content marketing allows active buyers/sellers to find the information they want… and you….simultaneously<br />Social networks (FB) primarily used to distribute content that live on web<br />Blog content marketing builds own audience of new prospects through keyword build up<br />Blog content drives website results through increased keywords and organic search results<br />Primary focus: New prospects<br />
  4. 4. 5 Content Marketing Facts<br />Creating fresh, frequent, unique web content is a powerful strategy for driving organic and direct web traffic<br />Blogs’ intuitive content management systems make it feasible to populate the web with fresh content…REGULARLY<br />Blogs are search engine friendly-presenting neatly organized content for indexing (tags, links, categories, etc.) and returning relevant content<br />Well executed blogging will share earned SEO benefits with a related web site<br />Web content distributed on social platforms (Twitter and Facebook) exaggerates organic and direct traffic results<br />
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  6. 6. Schematic: Integrated Content & Social Marketing<br />
  7. 7. Debunking Myth #1 <br />“ I have to rank very high for a popular query to get lots of traffic”<br />Do not try to be #1 for Real Estate Atlanta<br />Too much competition from ILS with lots of content<br />“Real Estate Atlanta” is only a small slice of the real estate search pie<br />It is not the traffic you want- will not result in meaningful interaction unless you have the world’s or market’s best general resource for real estate<br />Put yourself in the shoes of the searcher, the search engines will<br />
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  9. 9. Understanding Long Tail<br />
  10. 10. Specificity of Long Tail<br />Atlanta Apartments two BRs teenagers social scene safe<br />Good apartments for college teens in Atlanta and safe<br />Tips on good Atlanta apartments for college kids<br />Atlanta college apartments for rent<br />Atlanta Apartments near schools <br />Atlanta Apartments<br />Source: Doug Cook Search Director Twitter, Yahoo, Able Grape<br />
  11. 11. Luxury houses four plus large bedrooms<br />Atlanta homes four bedrooms<br />
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  15. 15. PROPERTY<br />Direct Long Tail Search Discovery<br />CONSUMER<br />
  16. 16. Debunking Myth #2<br /> “More Traffic Is Better”<br />Let’s take two fictitious examples<br /><br />1000 search visits/day<br /><br />10,000 search visits/day<br />
  17. 17. Myth #2 DebunkedInteractions Spell Success<br />Let’s say NiftyAtlantaRealEstateTips is user focused<br />35% meaningful interactions (conversions)/day<br />And AtlantaSpamEstate is traffic focused<br />2% meaningful interactions (conversions)/day<br />Then NiftyAtlantaRealEstate tips is more successful<br />More users (350 vs. 200) engaged each day<br />More likely to have repeat users and grow search traffic<br />AtlantaSpamEstate is:<br /> tarnishing their brand <br /> creating hazard of losing their search traffic<br />
  18. 18. The Long Tail Summary<br />The world is made up of people with very specific information needs: They can not be gamed into meaningful interactions<br />Optimal traffic comes when you have the world’s best page for some very specific information need<br />Each generates very tiny amounts of very high-quality traffic<br />Make it up in volume: Have lots useful specific content in your site<br />In practical terms:<br />Websites: Keep all content live and organized, even closed listings and past mentions, i.e. awards, organized neatly<br />Blogs:<br />Post often<br />Encourage comments<br />Use tags<br />
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  25. 25. Organic Search Grows Over Time<br />
  26. 26. Social Followings And Actions Grow Over Time<br />
  27. 27. Blog-only Lead Conversion: 1.6%<br />
  28. 28. Lincoln’s ROI<br />
  29. 29. Social media<br />marketing<br />
  30. 30. Let’s look at a blog and its content<br />
  31. 31. Long Tail Content Marketing Applies to Any Subject: Fine Wine<br />
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  33. 33. Link Leverage in Content Marketing<br />
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  35. 35. Content Marketed Across Social Platforms<br />
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  39. 39. A custom, turnkey, integrated Internet marketing system for Real Estate Professionals<br />
  40. 40. How BrokerSherpa benefits your overall Internet Marketing Program<br />Integrates social media into your marketing<br />Creates a responsive, timely and active long tail content marketing program<br />Enhances your existing website’s organic search results<br />Builds your digital footprint through direct discovery and relationships with buyers and sellers<br />Establishes agent/broker identity on Facebook and Twitter<br />Drives measurable ROI with bonus lead creation<br />
  41. 41. Here is How BrokerSherpa Works<br />How does it work?<br />Homes<br />Online Community <br />Manager<br />Featured Agents<br />
  42. 42. Content for Search and Social Media<br />Algorithms and humans casting votes for best web pages<br />Leveling playing field with companion strategy to cost per click and large budgets<br />Knowledge and time are most valuable resources in content marketing<br />Blogs and other social content tools make it all possible<br />
  43. 43. Thank You<br />Facebook   adamjapko<br />Twitter       adamjapko<br />Site:<br />Company<br />Email<br />