Visual Content Marketing

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The creation, tagging and distribution of multimedia content with the purpose of engaging current and prospective customers via the Internet; the motivation behind content marketing is the belief that educating the customer results brand recognition as a thought leader and industry expert.

Marketers may use content marketing as a means of achieving a variety of business goals. These may include: thought leadership, lead generation, increasing direct sales, introducing specific brand language and improving customer retention.

Published in: Real Estate, Technology
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Visual Content Marketing

  1. 1. Video, Photography & Virtual Tours Visual Content Marketing for Real Estate Mark Schow – Mediamax, Inc. www.MediamaxMarketing.com
  2. 2. Visual Content Marketing The creation, tagging and distribution of multimedia content with the purpose of engaging current and potential customers via the Internet. The motivation behind content marketing is the belief that educating the customer results in the brand’s recognition as a thought leader and industry expert. Marketers may use content marketing as a means of achieving a variety of business goals. These may include: thought leadership, lead generation, increasing direct sales, introducing specific brand language and improving customer retention.
  3. 3. Visual Content Marketing Presentation Overview •Marketing Goals •Dominate Google search results •Establish yourself as a trusted regional, local or hyper local real estate expert •Generate buyer & seller inquiries •Real Estate Related Content •Listing Marketing •Personal Branding •Visual Content Types •Photography •Virtual Tours (Single Property Websites) •Video Slideshows •Full Motion Videos •Screencasts •Key Wording •Tagging content for Search Engine Optimization •Distribution •Hosting & Video Sharing Sites •Syndication Platforms •Measure •Analytics to measure effectiveness
  4. 4. Internet Search Engines What is the #1 Internet Search Engine? Google What is the #2 Internet Search Engine? YouTube
  5. 5. Search Engine Ranking March –vs- April 2010
  6. 6. Video Referring Site Ranking August 2010
  7. 7. Personal Brand -vs- Listing Marketing
  8. 8. Google Search – Zachary Epps Everything Results
  9. 9. Google Search – Zachary Epps Image Results
  10. 10. Google Search – Zachary Epps Video Results
  11. 11. Google Search – Zachary Epps Video Results
  12. 12. YouTube Search – Zachary Epps Video Results
  13. 13. Yahoo Search – Zachary Epps Video Results
  14. 14. Google Search – Real Estate Listing Video Results
  15. 15. Google Search – Real Estate Listing Image Results
  16. 16. Google Search – Real Estate Listing Video Results
  17. 17. •Photography •Full Motion Video •Virtual Tours & Video Slideshows (Single Property Websites) •Video Slideshow •Screencast Visual Content Types
  18. 18. •Photography (Keyword Searchable) •Do It Yourself •Professional Visual Content Types Photography
  19. 19. Do It Yourself Examples Visual Content Types Photography
  20. 20. Professional Examples Visual Content Types Photography
  21. 21. The Importance of Multiple Listing Photo’s
  22. 22. Great Ways to use Photography to Promote Yourself and Your Business 1. Take pictures of:  Local neighborhoods  Colorado Landmarks  Colorado Scenery  Businesses  Listings 2. Create Video Slideshows, Keyword and upload to:  YouTube.com  Hundreds of other Video Sharing Sites 3. Keyword tag images and upload to: A Photography Blog Slideshare.com Facebook.com Flickr.com Twitpic.com
  23. 23. •Full Motion Video (Keyword Searchable) •Do it Yourself •Walking Home Tour Example •Market Update Example •Pro-sumer •Mini Profile Example •Community Event Example •Home Tour Example •Professional •Video Business Card Example •Home Tour Example •Community Tour Example Visual Content Types Video
  24. 24. 1. Personal Introduction – Video Business Card 2. Personal Profile 3. Listing Presentation Video 4. New listing Announcement 5. Open House Announcement 6. Customer Testimonials 7. Neighborhood Business Owner Interview 8. Neighborhood Park or Community Tour 9. School Faculty Interview 10. Home Staging Profile 11. Professional Photographer Profile 12. Frequently Asked Questions Video 13. The Short Sale Process 14. 203k Loan Opportunities 15. Charity Activity Profile 16. Neighborhood Activity 17. Neighborhood Homeowner Interviews Real Estate Industry - Video Ideas
  25. 25. •Virtual Tours & Video Slideshows (with Photography Services) •Obeo.com – $99 to $199 Example •Tourfactory.com - $130 to $230 •Circlepix.com - $100 to $140 •eHomeparade.com - $89 to $165 •Grapeimaging.com - $112 to $235 •Virtualtourscolorado.com - $198 to $349 •Digitalmagicpro.com - $120 to $190 Visual Content Types Single Property Websites
  26. 26. •Video Slideshow •Single Property Website Example •Neighborhood Tour Example •Creating Video Slideshows •Virtual Tour Providers – Free to $20/listing •Hundreds of Slideshow creation services •Video Editing Software •Apple iMovie – Free with Mac •Windows Movie Maker – Free with PC Visual Content Types Video Slideshow
  27. 27. •Screencast Videos •Jingproject.com & Screencast.com – Free, Pro Account $14.95/yr •Screentoaster.com - Free •Complete Comparison Chart •http://en.wikipedia.org/wiki/Comparison_of_screencasting_software •Home Tour Example •Client Communication Example Visual Content Types Screencast Videos
  28. 28. Content Key Wording Google Keyword Tool
  29. 29. WellcomeMat Video Settings
  30. 30. YouTube Video Settings
  31. 31. •Listing Syndication •Obeo & other virtual tour providers •Listhub.com •Postlets.com •Video Hosting & Sharing Sites •WellcomeMat.com – Free, Pro account $25/mo •YouTube.com – Free •Vimeo.com – Free, Business Account $59.95/yr •Brightcove.com - $99/mo to $499/mo •Video Sharing Site Comparison (www.reelseo.com/list-video-sharing-websites/) •Syndication Platforms •Tubemogul.com – Free, Business Account $50/mo •TrafficGeyser.com – Free Trial then $97/mo •Video Syndication Service Comparison (http://www.reelseo.com/upload-multiple-sites/10128/) Content Distribution
  32. 32. Real Estate Site Ranking July 2010
  33. 33. Listhub.com Syndication Channels
  34. 34. Social Media Site Exposure
  35. 35. Obeo Tours as Video
  36. 36. Social Media Exposure
  37. 37. Obeo Tours as Video
  38. 38. Obeo Authorized Distributor
  39. 39. Measuring Marketing Effectiveness
  40. 40. It’s all about Eyeballs!
  41. 41. WellcomeMat.com Viewership Report
  42. 42. YouTube Insight Report
  43. 43. Thank You!

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