MultiFamily Conference Keynote - Accelerating Your Brand with Search & Social Marketing

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How do you increase your odds of being found in search and social media? How can they be combined and leveraged to work better together than individually? What’s the role of content in the equation; how can you consistently create content that your target market will enjoy; and can that enjoyment be converted effectively and measurably into sales?

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MultiFamily Conference Keynote - Accelerating Your Brand with Search & Social Marketing

  1. 1. ACCELERATING YOUR BRAND WITHSEARCH & SOCIAL MARKETINGArnie Kuenn, President, Vertical Measures - @ArnieK
  2. 2. @ArnieK
  3. 3. “CONTENT MARKETING” @ArnieK
  4. 4. ADVERTISING IS JUST RENTING THE SPACE.CONTENT MARKETING IS OWNING IT FOREVER. @ArnieK
  5. 5. YOU JUST NEED TOUNDERSTAND HOW ITALL WORKS,EXECUTE ON ASTRATEGY AND HAVEFUN WITH IT! @ArnieK
  6. 6. 93% of all buyers online or instores use search prior to making apurchase86% of searchers conductnon-branded queries.94% of buyers click on organiclinks versus 6% on paid links forbranded queries.Source: GroupM @ArnieK
  7. 7. TENANTS NEED INFORMATIONTHAT MAKES THEM MOREKNOWLEDGEABLE ABOUTTHEIR APARTMENT SELECTION.COMMUNITIES THATPROVIDE THAT CONTENTWILL WIN. @ArnieK
  8. 8. CONTENT MARKETING IS A CONTINUOUS,PLANNED OUT PROCESS @ArnieK
  9. 9. Long tail searchesare the key tosuccess! @ArnieK
  10. 10. THINK LIKE A PUBLISHER! @ArnieK
  11. 11. DEVELOP YOUR STRATEGY – QUESTIONS TO ANSWER• Strategy will evolve through the whole process• Why are you creating the content you are creating?• What does success look like?• Who is your audience?• Who are you? – Determine your “voice”• What types of content will you create?• How will you develop your content?• Where will your content go? @ArnieK
  12. 12. BENEFITS OF A BLOG• Gives you a vehicle to post new content• Allows for internal linking• Keeps the search engines coming back – have 434% more indexed pages*• Have 2X as many backlinks*• Your site gets 55% more traffic*• You have 79% more Twitter followers**Hubspot @ArnieK
  13. 13. @ArnieK
  14. 14. @ArnieK
  15. 15. @ArnieK
  16. 16. @ArnieK
  17. 17. More than 600questions about“Phoenix apartments” @ArnieK
  18. 18. @ArnieK
  19. 19. PUT TOGETHER AN EDITORIAL CALENDAR @ArnieK
  20. 20. The other thing I noticed was that squarefootage didn’t really tell me anything about theplace. You can get a rough idea of the size, but itreally comes down to how oddly the apartment isdivided.Any site that wouldn’t show me a floor planon the website was immediately taken out ofthe running (the keywords “floor plan” or“layout” and “2 bedroom” were oftencombined). @ArnieK
  21. 21. CREATE GREAT CONTENT! @ArnieK
  22. 22. ADDRESS PRICING / COSTIn the end my searches looked something like“North Phoenix 2 bedroom $8 backyard patiokitchen clean pets” (Google fills in the $8- - withwhatever dollar amount, since it’s just looking forthe beginning. Pets would often help me know ifthey had a pet policy on site.) @ArnieK
  23. 23. LISTS – PEOPLE STILL LOVE THEM @ArnieK
  24. 24. CURATION OR AGGREGATION @ArnieK
  25. 25. Mainly, I was more interested in the lifestylesurrounding the place I wanted to find, so anyfeatures like that were the things that sold me onmy current place. Granted, the actual buildingI’m in now is great too but it was more aboutwhat was around the building I live in and howeasy it is to get to...But to sum it up, I mainly looked for the thingssurrounding the place I wanted to be in –what could I walk to in 5 minutes, whatrestaurants were nearby, how could I connectwith fellow residents, what type of people livedthere, etc! @ArnieK
  26. 26. Interviews @ArnieK
  27. 27. VIDEOS! – THEY ARE NOT THAT HARD Interviews Fun Promotional User Generated @ArnieK
  28. 28. FREE GUIDES TO BUILD YOUR LIST 474 backlinks from 123 unique websites @ArnieK
  29. 29. BLOG ABOUT LOCAL STUFF @ArnieK
  30. 30. @ArnieK
  31. 31. If I found a multi-unit property I liked, the first thing Iwould do is look for reviews in the search.Apartment reviews are tough because you will oftenfind people who have a vendetta against theapartment complex over silly reasons, but withcommon sense you could come to the properconclusions (having the complex owner/managerreply to the complaints was helpful).Some things I would search for would be“(Apartment name) bug problems review”“(apartment name) bad a/c”, “(Apartment name)great management”, “(Apartment name) terriblemanagement”. @ArnieK
  32. 32. ONLINE REPUTATION MANAGEMENTBe proactive. Build out many Social Media Profiles andbe 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
  33. 33. PROMOTE YOUR CONTENT @ArnieK
  34. 34. FACEBOOK – THE MOTOR LODGE• Beat the crowds with a sneak peek of the Courthouse Christmas lights tonight from 5:30-6:30pm (the official Lighting Ceremony is Saturday).• Time to get shopping so, for our Facebook buddies we will add 15% to any gift certificate that you purchase for holiday giving. Think of it, you provide a fun place to stay for your favorite people while appearing to be 15% more generous than you really are...Its a win, win!• We thought you should know that waterboarding at The Motor Lodge has stopped! In case you never had the chance to experience the torture that was our showers, imagine standing in a phone booth while a 55 gallon drum of water was dumped on you from 8 up (a classic case of form over function...sorry). New and improved, ...adjustable and reachable showerheads make cleansing your beautiful body an absolute pleasure. Enjoy!• Time to name the cat that adopted us 3 months ago! Whoever comes up with the winning name wins a free night in our swankiest room, #6. The cat is a neutered male, very friendly, green eyes and has a hole in his left ear. Voting ends Sunday at 5pm. (The post included a video of the cat.) @ArnieK
  35. 35. HOW OFTEN SHOULD YOU POST?• The most common complaint from Facebook users is Newsfeed spam• Posting just a few times per week produces 71% higher user engagement• Focus on quality, not quantity on Facebook.• Only 50% of your posts should be about your content. Organizations that share other content have a higher engagement rate. @ArnieK
  36. 36. Remember!Every community has a story to tell,THOSE WHO TELL IT BEST WILL WIN. @ArnieK
  37. 37. THANK YOU VERY MUCH! @ArnieK

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