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Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand

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Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand

  1. 1. 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand 1
  2. 2. 2 Chris Vaughn Director of Marketing DigitalSherpa @ChrisHVaughn Online and Market Editor New England Home Lynda Simonton @LyndaSimonton Lynda Simonton
  3. 3. 3 Follow Along At: http://slideshare.net/DigitalSherpa
  4. 4. 365 Posts: 10 lessons learned One Year. One Website. 4
  5. 5. Tip 1: Always Be Analyzing 5
  6. 6. The Lightbulb Problem The blog post with over 1,000 visitors but no readers 6
  7. 7. While Exploring Google Analytics… 7
  8. 8. No Shares? No Comments?!? http://garden-bloggers-conference.com 8
  9. 9. “Light Bulb” Related Keyword Visits in Google Analytics http://garden-bloggers-conference.com 9
  10. 10. http://garden-bloggers-conference.com 10
  11. 11. Tip 2: - Be Thorough
  12. 12. Tip 3: Think About Conversion
  13. 13. Tip 4: Measure Your Results
  14. 14. Tip 5: Test, Test and Then Test Some More
  15. 15. Call To Action
  16. 16. Tip 6: Take Advantage Of Free Online Tools
  17. 17. Google analytics
  18. 18. Google keyword planner
  19. 19. Tip 7: Never Stop Optimizing
  20. 20. Measure All Visitors and Leads
  21. 21. Tip 8: Using Content To Target Specific Markets
  22. 22. GEO-TARGETED CONTENT • Create content geo-targeted to your key markets that will help prospects in that area • Find key prospects asking questions or seeking help in the markets you’ve targeted • Create conversion opportunities by send blog or website readers to that market’s listing page from within your geo-targeted content
  23. 23. #multifamilysms2014 Tip 9: Analyze Opportunity
  24. 24. OPPORTUNITY • Over 100,000 people seek help or express design frustrations on social media networks a month • 4 of 5 consumer inquiries on social networks go unanswered (As of October 2013) • This is more pronounced in Real Estate, where only 15% of consumer inquiries are answered, with an average response time of 13 hours* *Statistics courtesy of Sprout Social
  25. 25. #multifamilysms2014 Tip 10: Get In The Mix
  26. 26. ENGAGEMENT TIPS • DO ask leading and help-oriented questions like “How can we help” or “What city are you looking for an apartment in?” • DON’T spam with a link immediately. Social consumers are SMART and will tune you out • DO show personality and have fun. Social consumers like to know they are dealing with real people
  27. 27. ENGAGEMENT TIPS • DO have resources for the consumer ready quickly when they engage. Social users have short attention spans • DON’T reply without a link to content or a listing. This conversation is now in a selling stage • DO ask a follow-up question with the link you provide such as “What are your requirements for the perfect apartment?”
  28. 28. ENGAGEMENT TIPS • DO follow up with the consumer after an appropriate amount of time to close the service loop • DON’T keep sending them messages until they reply. • DO use success stories like this as case studies to show consumers how much easier your brand can make the process of apartment hunting
  29. 29. Visual storytelling 101 43
  30. 30. Tip 11: Define Your Voice & Visuals • What does your brand sound like? • “Tone” and personality • Key messages • What does your brand look like? • Logos, colors, etc. • Optimize your profile for each social network 44
  31. 31. Visual Branding: The Home Depot 45
  32. 32. Visual Branding: The Home Depot 46
  33. 33. Tip 12: Images > Words • Create a visual content strategy • Share photos that are relevant to your brand • Use images to tell your stories • Photograph your work 47 Image via iStockphoto, AleksandarNakic
  34. 34. Images Engage on Facebook • Photo posts get 39% more interaction • 93% of the most engaging posts on FB • 53% more likes • 104% more comments • 84% more click- throughs 48
  35. 35. Tip 13: Think Themes • Before & After • How-To • Inspiration Boards • Behind the Scenes • Holidays / Seasons • Pop Culture 49 Images via Lifescape Associates and Digital Sherpa
  36. 36. Tip 14: Repurpose Content • Cascade content across platforms • Shoot once, use thrice • Create photo collages • Tools: Pic Stitch, Diptic, Pixlr 50
  37. 37. Tip 15: Take Advantage of Video • Video marketing is a powerful way to communicate with your audience – Share brand culture/values – Showcase products/services – Share DIY/how-to tips – Highlight happy customers 51
  38. 38. Tip 16: Leverage Analytics • Track engagement • Demographics • Popular content • Best times to post • Tools: • Facebook Insights • BlitzMetrics • Google Analytics 52 Screenshot via BlitzMetrics
  39. 39. Putting it all into action Ready? Let’s Do This! 53
  40. 40. 54 Over 2,000,000 photos have been uploaded to Houzz and there are over 14,000,000 users every month.
  41. 41. Tip 17: Change the Conversation Thomas Pheasant 55
  42. 42. Client’s Serene Bedroom Betsy Johnson 56
  43. 43. Listen and Learn 57
  44. 44. Tip 18: Raise Your Ranking 58
  45. 45. Get Reviews 59
  46. 46. Under the Hood: Houzz Optimization 60
  47. 47. 61 Pinterest generates more referral traffic to business websites than YouTube, Google+ and LinkedIn COMBINED!
  48. 48. Tip 19: Create a Business Account 62
  49. 49. Under the Hood: Pinterest Analytics 63
  50. 50. 64 130 million people enjoy this photo sharing app
  51. 51. Tip 20: Share a Variety of Content or Stick to a Clear Theme 65
  52. 52. Tip 21: Tag People You Know 66
  53. 53. Bonus Tip: Be a Good Community Member • Share valuable information • Interact and help • Give credit where credit is due! 67
  54. 54. • Pick up the DigitalSherpa Houzz eBook in the Blog Clinic • Download our presentation here: http://slideshare.net/DigitalSherpa • Connect with us! • Chris Vaughn – chris@digitalsherpa.com • Lynda Simonton – lsimonton@nehomemag.com 68

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