Transcript of "Multifamily Conference Executive Workshop - "
ACCELERATING YOUR BRANDIN SIX MONTHS OR LESSArnie Kuenn, President, Vertical Measures - @ArnieK
ABOUT YOUR PRESENTER…• President of Vertical Measures – A Search, Social & Content Marketing Services Company• Instructor for the Content Marketing Institute & Online Marketing Institute• Been an Internet marketer longer than Google has existed. @ArnieK
WEB CONTENT MARKETING IS A CONTINUOUS,PLANNED OUT PROCESS @ArnieK
DEVELOP YOUR STRATEGY – QUESTIONS TO ANSWER• Strategy will evolve through the whole process• Why are you creating the content you are creating?• Who is your audience?• Who are you? – Determine your “voice”• What types of content will you create?• How will you develop your content?• When will you develop your content?• What does success look like?• What is different a year from now? @ArnieK
UNIVERSAL SEARCH RESULTS 61% of all search results @ArnieK
ALL DIFFERENT – BUT CORE ITEMS• Content is found via social media & search engines – so optimize it!• Web pages, News, Local, Images & Videos 1. Links pointing to your content 2. Titles & title tags (viewed in results) 3. Description meta tag (viewed in results) 4. Image alt text tags 5. H1 Tag (headline tag – only one!) 6. Page load times 7. Freshness of content 8. URL structure (short & include KW’s) @ArnieK
HOW TO OPTIMIZE IMAGES• Image files should be compressed as much as reasonably possible to reduce file size. Smaller files mean faster site load speeds. JPGs generally offer the best balance of file size & quality.• Use relevant keywords in image filenames, separated by dashes (not underscores). Instead of "DL000031.jpg", use something like "red-sports- car.jpg"• Make sure <img> tags have their "alt" and "title" attributes defined with descriptive, concise, keyword-related text. Do not stuff <img> attributes.• Context matters. Google looks at content placed around the image, like titles and captions, for context about your image.• Host images on your site not on 3rd party sites like Photobucket & Flickr• Be sure to include images in your sitemap. The XML tags provide additional opportunities to define an images title, caption, and even geographic location. @ArnieK
HOW TO OPTIMIZE VIDEOS• Specific, Compelling Title –Would you click on “Our Company” or “V00023.mov?” neither will your audience.• Tags –This is where you can help your video appear in the “Suggested” or “Similar” videos section. Don’t be dishonest, but if there are pop culture or social media references in the video, tag them accordingly.• Description - Say as much as you can in the first sentence or two, because many video sites will hide the bulk of your description. Include at least one link placed at the start of the description – with http://.• Video Quality / Resolution – Shoot, edit and export the video in the highest quality available on the devices and software you use. The online video audience is very forgiving of skill level, but a low resolution video can make it difficult to see what is going on.• Thumbnail Image – If it’s an organically made video (not planned), pick the most visually compelling of the options they give you. @ArnieK
HOW TO OPTIMIZE FOR GOOGLE NEWS• Need to submit your URL to Google first• Article URLs must be: – Unique – Permanent – Display a three-digit number• To see if a site is already included in Google News, type [ site:url.com ], into the search box and click "Search News."• http://support.google.com/news/publisher/ @ArnieK
THE TOP 5 LOCAL RANKING FACTORS IN 2012 1. A physical address in the city 2. Associate your business with proper categories. 3. Have an address close to the centroid 4. Complete and accurate NAP (Name, Address, Phone) accuracy across the local ecosystem 5. High number of customer reviews on the new Google +Local @ArnieK
PROMOTE YOUR CONTENT• Understand who your customer is and where they are online.• Conduct PR and blogger pitches• Develop relationships & build partnerships• People share your ideas, link to your content.• Mentions & Shares are signals (especially G+) @ArnieK
WHY BOTHER WITH TWITTER & FACEBOOK?• In a study by Chadwick Martin Bailey, it was found: – 60% of Facebook fans and 79% of Twitter followers are more likely to recommend those brands since becoming a fan or follower – 51% of Facebook fans and 67% of Twitter followers are more likely to buy from brands they associate with online @ArnieK
STRATEGIES FOR EFFECTIVE POSTS• URL shorteners: Engagement rates are 3X higher for full length URLs• Action Keywords: Fans follow instructions. Ask them to like, post, comment or tell you something.• Ask questions at the end: 2X higher engagement.• Fill in the blank Posts: 9X more comments than other posts. Source: Buddy Media Platform @ArnieK
TWITTER – AJ BOMBERS• Milwaukee restaurant formed a community by publishing specials & answering customer questions• Have more than 12,000 followers• Estimate 75 percent of customers are Twitter followers• Treat everyone on Twitter as if they are regulars• Allow customers to write their Twitter names on the walls of the restaurant @ArnieK
ONLINE REPUTATION MANAGEMENT• Be proactive. Build out many Social Media Profiles and be somewhat active on them – Google+ – Profiles for people, pages for business. – Facebook – Pages for your business. – Twitter – Profiles for key executives, profiles for your business. – LinkedIn – Profiles for key executives, company pages for businesses. – Pinterest – Make sure one of your pins includes your name or business name too! – Flickr – Create profile and post images – YouTube – Create a channel and post videos – Slideshare - Create profile and post slides – And of course every directory and local listing you can @ArnieK
BUILD LINKS TO YOUR CONTENT• Identify low hanging fruit – Internal links – Blog & forum participation – Where you have relationships – Local partners & listings – Guest articles or blog posts – Local destination schools – Competitive research for similar content• The best links: – Are from trusted sites – Have varied anchor text – Are from many different, relevant websites – Determined editorially @ArnieK
MEASURE!• Measure for successes… and failures• Check your rankings, traffic, conversions and other key metrics• Focus on the strategies that are providing the best ROI and keep rolling out the content @ArnieK
THANK YOU!More Traffic. More Leads. More Business. Contact: 888-476-1881 www.VerticalMeasures.com @ArnieK
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