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Digital Marketing: The New Kid on the Block

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What does real estate marketing look like in today’s world? Marketing has changed dramatically in the past decade, and we’ve entered a new frontier. Reaching clients and potential customers used to be a costly venture – with long printing wait-times and pricey postage. Today, online marketing options offer us a free way to keep in touch with our current spheres and reach potential new clients, but the rules are different. This new school of marketing, with its multitude of social media platforms and opportunities, requires a new kind of marketing savvy and can be overwhelming to navigate. This course teaches you how to combine tools like Facebook, Twitter, and YouTube (and more!) along with email marketing and blogging, with the tried-and-true marketing techniques you already know.
www.mauraneill.com/digital-marketing

Published in: Real Estate, Technology, Business
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Digital Marketing: The New Kid on the Block

  1. 1. Digital Marketing:The New Kid on the Block Maura Neill ABR, CRS, CDPE, REALTOR® about.me/mauraneill
  2. 2. On Twitter?Tweet live during this class! @MauraNeill @WIRealtors #WRAConv2012
  3. 3. “I Have No Time For…”• Social media• Blogging• Photos• Videos• Email marketing• Anything more than I already do!
  4. 4. Rule of Thirds from Chris Brogan New Executing on Servicing Prospecting Prospecting Your AccountsPhoto credit: “3 fire buckets” by Hadleywal on Flickr.com
  5. 5. “I Have No Time For…”• Social media• Blogging• Photos• Videos• Email marketing• Anything more than I already do!
  6. 6. Your Brand Should Tell Me: Why You?• What’s your value proposition to your clients?• What sets you apart from others in the same business? Why should the client choose you?• What is your why?
  7. 7. yourself.• Log out of Google/Gmail – see what others are seeing• Put your name in quotes, i.e. “Maura Neill” or “Maura Neill REALTOR”
  8. 8. Alerts What do you find?Take charge of your online presence.
  9. 9. Google “Maura Neill”
  10. 10. Branding
  11. 11. What is a Brand?• It’s who you are.• It’s what sets you apart.• It’s what your clients think of when they think of you.• It’s the story you tell with your marketing.
  12. 12. Are You the SameOnline and Offline?
  13. 13. YOU are Your Brand
  14. 14. Do You Have a Logo?
  15. 15. Get a Professional Logo... (that doesn’t look) Cheap
  16. 16. Are You Using Your Photo?• Does it look like you? (in other words, is it current?)• Is it professional?• Is it friendly? accessible? relatable?• Is it prop-free?• Does it appeal to your target audience?
  17. 17. Broadcasting Your Brand Consistency is Crucial
  18. 18. Consistency:• Logo• Colors• Recognizable photo• Voice• Niche• Message• Passion
  19. 19. To Blog or Not To Blog:Is There Really Any Question?
  20. 20. If you haven’t yet started blogging for your business… WHY NOT?
  21. 21. Blogging Platforms
  22. 22. Blogging: Buzzword or Business Booster?Photo credit: “BusinessWeek cover” by moxliukas on Flickr.com
  23. 23. Benefits of BloggingPhoto credit: “Audience” by thinkmedialabs on Flickr.com
  24. 24. Benefits of BloggingPhoto credit: “Buy Fresh, Buy Local (lomo)” by stevegarfield on Flickr.com
  25. 25. Benefits of Blogging
  26. 26. Benefits of BloggingPhoto credit: “Bullhorn” by carolbrowne on Flickr.com
  27. 27. What Should I Blog? Content is King
  28. 28. Local Market StatsPhoto credit: “Central Scottdale [sic] Real Estate Market” by athomeinscottsdale on Flickr.com
  29. 29. Local Dining
  30. 30. Local News
  31. 31. Local Events & Things To Do
  32. 32. Buyer and Seller Tips
  33. 33. DIY Home Tips
  34. 34. Photos and Videos
  35. 35. YOU!Photo credit: “Who Are You?” by adewale_oshineye on Flickr.com
  36. 36. Guest Bloggers• Partner with other local experts in related fields• Student interns (also great for photography + video blogs)• Realtors in similar (but not competing) markets – link-backs!
  37. 37. Keys to Blogging Success• Put a (written) plan in place• Keep a running topics list / notebook• Know your target audience• Write ahead• Identify guest bloggers• Be creative• Keep it fun – for you & your readers• Stay consistent
  38. 38. Blog Sharing –Already On My Site = SEO Gold
  39. 39. Awesome FREE Website Tool http://marketing.grader.com
  40. 40. Social Media:For UNmarketing Purposes
  41. 41. “Always have something to sell, but don’t always be selling.” ~ Chris Brogan
  42. 42. Where Are You?
  43. 43. Profiles Need Consistency• Bio• Company & contact information up-to-date• Photo• Are you always the same you?
  44. 44. Facebook
  45. 45. How Do You Use Facebook?o Fun, fun, funo A place to get away from worko Reconnecting with old friends/clientso A place to mix business withpleasureo Business only – I stay strictly on myFacebook business page
  46. 46. Where Is Your Facebook Presence?• Your personal profile – what does it look like?• Your Facebook Business Page: – Do you have one? – Do you use it effectively? – Do you need one?• Where do you spend the most time and get the most response?
  47. 47. Branded Facebook Business Page
  48. 48. Don’t Want a Biz Page?Find Your Facebook Niche
  49. 49. Finding Your Facebook NicheBobbi Howe’s Saturday Morning Runners
  50. 50. Julie Beall Put This On Facebook1,000 pairs of shoes donated…and delivered
  51. 51. Harvesting the Information at Your Fingertips
  52. 52. Letting Facebook Do the Work For YouFrom Raziel Ungar ~ Burlingame, CA• Clients’ hobbies, interests• What you see on Facebook + how well you’ve gotten to know them• Sharing articles, books, points of interest• An excuse to get in touch
  53. 53. Harvesting Facebook for Client InformationBirthdays & Anniversaries
  54. 54. Harvesting Facebook for Client InformationFacebook gathers usefulinfo for you!Timeline-style page(above); old page style(right)
  55. 55. Facebook: Your Blog’s Best FriendAdd the “Like” button to your website to link your Facebook Business Page to your site: http://goo.gl/aZbXf Integrate your page with your website: links to blog posts, website pages, etc.
  56. 56. Twitter
  57. 57. Tweet Along With Me• Listening – who’s talking about what?• Conversation – jump right in• Twitter search – key words for your area and niche market• Local love – who’s on? who’s talking? who’s influencing?
  58. 58. Twitter Basics• Who should you follow?• How do you get followers?• What should you be tweeting?• What is a hashtag?• How can Twitter be useful?
  59. 59. Pinterest
  60. 60. Pinning as Prospecting?Pin what interests you – create boardsfor yourself and let pinners come toyou
  61. 61. Pinning with Past Clients• Follow your clients on Pinterest – see what they’re pinning, what their interests are• Tag them in pins that would interest them
  62. 62. Google+
  63. 63. Are You on G+ Yet?• The new kid – who’s using?• Google owns #1 and #2 search engine – Google + YouTube• Public posts are indexed (unlike on Facebook)  SEO Gold!• Hangouts!
  64. 64. Google+ Public Posts Make your posts public
  65. 65. Hootsuite• Manage Facebook, Twitter, G+, Foursquare, LinkedIn, Wordpress, MySpace – all from one dashboard• Schedule tweets & updates• Save time
  66. 66. Hootsuite
  67. 67. Blog Share – Social Sharing
  68. 68. Email Marketing:Permission, Not Forgiveness
  69. 69. Just because you have my email address does not mean you have mypermission to add me to your email list. Can Spam Act: A Compliance Guide for Businesses - http://goo.gl/SQhHL
  70. 70. Email Marketing• An opt-in is much more valuable than an apathetic past client• An opt-out can hurt you• Produce quality content and subscribers will come to you• Create a plan• Be focused with your content
  71. 71. EmailStationery.com• Branded every email: – Email signature - $109 – Email stationery - $229 – Signature + stationery - $289 – Complete package - $395 (includes email postcard + thank you card)
  72. 72. My Favorite Email Platforms V• Mailchimp.com – FREE for up to 2,000 subscribers, fewer than 12,000 emails/month• Cocodot.com – unlimited FREE digital e-cards & invitations – like E-vite but better! (or print for a small price)
  73. 73. Closing Invitations Cocodot
  74. 74. Blog-Share – Adding Email
  75. 75. VideoJust Do It
  76. 76. If You’re Not Making Videos… What Are You Waiting For?• Face-to-face redefined• YouTube - #2 search engine• Embed into your blog – Use as a mini-Vlog to correspond to a longer blog post• Answers FAQs• Build trust
  77. 77. Neighborhood Videos
  78. 78. Video AppsiMovie SocialCam Videolicious Tout Animoto
  79. 79. Blog Share – Video Mania
  80. 80. Social Content Plan What, where, when & how often?Key = be consistent:• Blog: 2 – 3 times / week• Facebook: 1 – 2 times / day• Twitter: 4 – 6 times / day• Google+: 2 – 4 times / day• Pinterest: when the mood strikes• Email: bi-weekly to monthly• Video – frequently, build your library
  81. 81. QR Codes –Bridging Virtual to Mobile
  82. 82. What Is That Thing?• Explain it to your clients – don’t assume they know.• Give instruction on flyers: “Download QR Reader and scan here for more information.”
  83. 83. Bit.ly• More than a URL shortener• Creates and TRACKS shortened URLS, QR codes, and more
  84. 84. Public Relations inYour Marketing Strategy
  85. 85. Connect with the Media• Gather names & contact info for local media outlets & content editors• Request – via email – their story/issue deadlines (daily, weekly, monthly)• Find them on Twitter, too• Make a PR calendar of pertinent dates/deadlines and keep handy
  86. 86. Write a Perfect Press ReleaseWell-written pressreleases will getmore attentionhttp://goo.gl/qtimM
  87. 87. Write a Press Release Online Instant Press Releasewww.ducttapemarketing.com/IPR.htm
  88. 88. Press Release Tips• Proofread once…twice…then again• Put in all pertinent details (don’t assume you’ll get a call to fill in the blanks!)• Include contact information• Put in a quote or two• Keep it to one page in length• Add appropriate photos (your photo, logo, or event photos)• Send only once…and send to the appropriate editor/contact
  89. 89. More Cool Tools
  90. 90. Fiverr – Cheap StuffHave $5 to spare? You could get:• Professional voice-over• Cool, graffiti-style portrait• Say anything you want in an Irish accent• And so much more!
  91. 91. Olloclip www.olloclip.com• 3 lenses in one – wide angle, macro, and fisheye• $70 – check Amazon.com!
  92. 92. Gliffy – Flowcharts Galore• Create flowcharts and diagrams• FREE 30-day trial
  93. 93. SurveyMonkey• Create surveys, track results• Collect client data• FREE accounts
  94. 94. PicMonkey• FREE online photo editing• Make collages• Add text, etc.
  95. 95. Jing http://techsmith.com/jing.html• Screen capture on steroids! FREE!• Take screenshots (stills)• Record screencasts (videos)
  96. 96. KeepVid www.keepvid.com• Download videos from YouTube• No need to keep huge video files• FREE!
  97. 97. PDF Converter www.freepdfconvert.com• FREE online PDF converter• Keeps links in tact (for uploading to your website)• Downside: only 1 convert/30 minutes (with free service)
  98. 98. Cool Tool: Apple TV• Mirrors your iPad or iPhone onto your TV• In-office listing presentations apple.com/appletv• How else could you use it?
  99. 99. Q&A
  100. 100. Find This Presentation Online www.mauraneill.com/digital-marketingPhoto credit: “Computer mouse, mousepad, hand” by Si1veryon Flickr.com
  101. 101. Thank You! Let’s Connect! :)about.me/mauraneill

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