Secret to Social Media SuccessPresentation Transcript
The Power Of Inbound Marketing Chris Vaughn Content Marketing Director, DigitalSherpa Network Communications, Inc
What is Inbound Marketing? Engagement People You Know Social Networking People You Want To Know Content Marketing
Engaging People We Know
Facebook: The Social Media Powerhouse
Five Ws for Facebook
WHO is using Facebook?
Facebook has over 800 million users worldwide
WHAT brings them to Facebook?
More than 250 million users engage with Facebook from external sites monthly
How long ( WHEN ) are they online?
Average Facebook user spends 25 minutes a day on Facebook
WHERE are my consumers going when online?
More than 1 million links shared and 7.6 million pieces of content ‘liked’ on Facebook every 20 minutes
WHY should I use Facebook to find them?
More than 50% (and growing) of businesses use Facebook to engage customers and prospects
Social Content Sharing Radically Changes Consumer Web Habits
2011 Ignite Study Shows A Change In Facebook Demographics : 44 Years-old Source: IgniteSocialMedia.com
Facebook Lead Capturing Facebook Business Page Likes Comments Shares
News Feed Updates
Profile page activity
Feedback and Support
Create new backlinks
More likes and prospects
Twitter: The Elephant in the Room
Twitter Chats Customer Support Prospect Engagement Content Planning Authority Building Event Planning Twitter Account
Web site Facebook Twitter Other Social Sites Blog
Customized Blog Look and Feel
Two posts a week: Participate as much as you like
Product and Project Galleries
Customized categories and posts
Email list building and lead capture
Let's take a step back: 5 Content Marketing Facts of Life
Creating fresh, frequent, unduplicated, unique web content is a powerful strategy for driving organic and direct web traffic.
Blogs’ intuitive content management systems make it feasible to populate the web with fresh content…REGULARLY..
Blogs are search engine friendly -presenting neatly organized content for indexing (tags, links, categories, etc.) and returning relevant content
Well executed blogging will share earned SEO benefits with a related web site
Web content distributed on social platforms (Twitter and Facebook) exaggerates organic and direct traffic results
Why Is All This Important To Property Managers?
You are using social media and content marketing so the maximum number of new resident prospects can find you online through search
Integrated content and social media marketing should:
Drive new resident leads from blog visits
Leverage long tail search opportunity through frequent and regular unique content creation
Increase organic traffic to your property and/or PMC website
Enhance SEO by showing Google your content is relevant through social interaction on FB and Twitter
Engage the broader community around your property by writing about things that would be interesting to the type of company you want to do business with.
Resident retention is an ancillary benefit
Easier ways to communicate & retain residents
Time and expense of Social/Content mktg outsizes task
"We’re evaluating multiple changes that should help drive spam levels even lower, including one change that primarily affects sites that copy others’ content and sites with low levels of original content."
- Official Google Blog, 1/21/2011
The opportunity for new resident leads is eliminated
The chance for your blog to come up in search results is eliminated too
Google will eventually stop indexing your pages
Apartmentfinder.com traffic increases from 1.3M to 2.0M visits per month during the year following our blog launch and social content marketing campaign
Our social marketing activities drove a 54% total increase in monthly visitors without additional SEM investment
Keyword traffic increases by 40% from 570K to 800K monthly visitors following social campaign launch
258K different searches drive 6.7M visits…..increased content and keyword creation works to drive organic traffic
Evidence That Content Marketing Works to Drive Web Traffic
Thank You I hope you leave this presentation with a renewed excitement and new ideas for your marketing plan Facebook digitalsherpas Twitter digitalsherpas Site: www.digitalsherpa.com Company www.nci.com Blog www.digitalsherpa.com/blog Email [email_address] http://www.slideshare.net/chvaughn