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Digital Marketing Strategies - AppFolio/Sprout Marketing Webinar

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Sprout Marketing's Rebecca Ross and Barbara Savona discuss digital marketing strategies your property management company can use to get your property noticed and how to measure the success of your efforts.

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Digital Marketing Strategies - AppFolio/Sprout Marketing Webinar

  1. 1. DIGITAL METHODOLOGY FOR AN EFFECTIVE DIGITAL STRATEGY Marketing @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com‹#› 2015 © AppFolio, Inc.. Presented By
  2. 2. @AppFolio @WatchItSprout #AppFolioChat‹#› 2015 © AppFolio, Inc.. Join Us Online - #AppFolioChat facebook.com/AppFolio facebook.com/sprouting 
 Follow Us @AppFolio @WatchItSprout Follow Us – AppFolio
  3. 3. AppFolio … So You Run A More Successful Business Complete Solution Includes: Web-Based Property Management Software @AppFolio @WatchItSprout #AppFolioChat‹#› 2015 © AppFolio, Inc.. • Property management and accounting • Online rent collection (free) • Prospect / guest card tracking • Vacancy Marketing • Websites • Online applications & leases • Resident Screening • Mobile Inspections
  4. 4. MEET REBECCA WITH ‹#› 2015 © AppFolio, Inc.. @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com
  5. 5. My comfort zone… WEBSITE DEVELOPMENT SOCIAL MEDIAMOBILE APPLICATION DEVELOPMENT ONLINE ADVERTISING SEO/SEM EMAIL MARKETING
  6. 6. ‹#› 2015 © AppFolio, Inc.. MEET BARBARA WITH @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com
  7. 7. DIGITAL METHODOLOGY FOR AN EFFECTIVE DIGITAL STRATEGY Marketing GUIDE TO A NAVIGATING THE DIGITAL LANDSCAPE
  8. 8. POLL QUESTION Do you have a digital marketing strategy? a. YES. #WINNING b. Yes, But IT’S OUTDATED. c. WORKING ON IT. d. WHAT?! @AppFolio @WatchItSprout #AppFolioChat‹#› 2015 © AppFolio, Inc..
  9. 9. PUSH MARKETING PULL MARKETING CONVERSION MARKETING
  10. 10. push marketing ANY TOUCHPOINT with THE CUSTOMER WHEN THEY ARE NOTLOOKING FOR YOU
  11. 11. ANY TOUCHPOINT WITH THE CUSTOMER WHEN THEY ARELOOKING FOR YOU pull marketing
  12. 12. ANY TOUCHPOINT WITH THE CUSTOMER AFTER THEY HAVE FOUND YOU conversion marketing
  13. 13. GET NOTICED push marketing
  14. 14. THE GOAL OF push marketing IS TO CONTINUE TO BUILD AWARENESS
  15. 15. magazine ads TRADITIONAL television radio signage events outreach
  16. 16. display ads DIGITAL social media ads hashtag outreach follower fishing content marketing digital PR
  17. 17. 3 THINGS YOU CAN DO TO IMPROVE YOUR push marketing
  18. 18. 1 continue TO UTILIZE OUTREACH MARKETING and other traditional outlets don’t THiNK JUST BECAUSE YOU BUILD IT THEY WILL COME
  19. 19. 2 invest IN SOCIAL MEDIA ADVERTISING focusing on your target demo don’t run ads that try to reach a broad range of people
  20. 20. POLL QUESTION What types of hashtags do you use? a. NEIGHBORHOOD SPECIFIC b. MAKE UP MY OWN c. I HATE HASHTAGS d. WHAT’S A HASHTAG? @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com‹#› 2015 © AppFolio, Inc..
  21. 21. 3 incorporate HASHTAGS THAT YOUR TARGET market is using don’t CONSTANTLY CREATE UNIQUE HASHTAGS
  22. 22. HOW CAN YOU MEASURE your results?
  23. 23. MEASURE BRAND AWARENESS SEARCH VOLUME How many people are searching directly for your brand in your area? These results are for an apartment in Austin,Texas.
  24. 24. MEASUREYOUR ENGAGEMENT ENGAGEMENT METRICS How engaged is your audience? These results are for an apartment in Denver, CO.
  25. 25. have questions? ASK THE EXPERT! ASKYOUR QUESTIONS ONTHE LIVE Q&AATTHE END EMAILREBECCA@WATCHYOURBUSINESSSPROUT.COM or @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com‹#› 2015 © AppFolio, Inc..
  26. 26. GET FOUND pull marketing
  27. 27. POLL QUESTION What do you do to improve your SEO strategy? a. UPDATE WEBSITE/BLOG b. SOCIAL MEDIA POSTS c. GET PEOPLE TO LINK TO MY SITE d. ALL OF THE ABOVE e. You are speaking a different language @AppFolio @WatchItSprout #AppFolioChat‹#› 2015 © AppFolio, Inc..
  28. 28. SEO stands for “search engine optimization.” It is the process of getting traffic from the free search results on search engines.
  29. 29. SEO SEMYour It is the process of getting traffic from freesearch results on search engines. It is the process of getting traffic from PAIDsearch results on search engines. LONG-TERM SHORT-TERM
  30. 30. #1
  31. 31. SKIMMING
  32. 32. THE MORE PEOPLE TALKING ABOUT YOU THE MORE GOOGLE REWARDS YOU.
  33. 33. DIFFERENT SITES ARE MORE THAN OTHERs
  34. 34. Oprah Effect
  35. 35. 3 THINGS YOU CAN DO TO IMPROVE YOUR pull marketing
  36. 36. 1 create or invest in A TARGETED LIST OF KEYWORDS for your community or brand don’t TARGET KEYWORDS THAT ARE IRRELEVANT
  37. 37. WE ONLY WANT THE PEOPLE WHO ARE READY TO BUY
  38. 38. XYZ APARTMENTS XYZ LIVNG | APARTMENTS IN CITY LUXURY APARTMENTS CITY, STATE AFFORDABLE APARTMENTS IN CITY, STATE APARTMENTS NEAR XYZ | APARTMENT CLOSE TO XYZ APARTMENTS IN XYZ SCHOOL DISTRICT APARTMENTS IN XYZ NEIGHBORHOOD APARTMENTS IN DOWNTOWN CITY [INSERT BEDROOMS] APARTMENTS IN CITY
  39. 39. ask yourself… if someone searched this term and ended up on my website…would they be happy?
  40. 40. don’t target NEIGHBORHOODS/CITIES YOU ARE NOT IN OR CLOSE TO OTHER APARTMENT COMMUNITIES NAMES LUXURY IF YOU ARE NOT LUXURY AFFORDABLE IF YOU ARE NOT AFFORDABLE URBAN/DOWNTOWN IF YOU ARE NOT DOWNTOWN
  41. 41. 2 evaluate THE CONTENTS OF YOUR SITE to use SEO best practices don’t STUFF KEYWORDS ONTO A PAGE OR TRY TO TARGET MANY KEYWORDS
  42. 42. KEYWORD INTEGRATION
  43. 43. SPROUT SITE THEME 2 DESKTOP, MOBILE & TABLET READY
  44. 44. 3 ensure ALL YoUR LISTINGS AND SOCIAL channels have the same core information don’t HAVE DIFFERENT NAMES, ADDRESSES, NUMBERS FOR EACH
  45. 45. OUR GOAL IS TO TAKE UP THE MOST REAL ESTATE IN THE SEARCH ENGINE. LISTINGS AND SOCIAL MEDIA ALLOW US TO GAIN MORE SPACE.
  46. 46. SOCIAL MEDIA DESCRIPTIONS
  47. 47. GOOD REVIEWS BAD REVIEWS WHEN RESPONDING ALWAYS MENTIONTHE NAME OF THE COMMUNITY AND THE WEBSITE WHEN RESPONDING NEVER MENTIONTHE NAME OF THE COMMUNITY OR THE WEBSITE
  48. 48. POLL QUESTION Which one of these strategies do you think your community needs to work on? a. KEYWORD LIST b. UPDATING WEBSITE c. UPDATING LISTINGS d. ALL OF THE ABOVE @AppFolio @WatchItSprout #AppFolioChat‹#› 2015 © AppFolio, Inc..
  49. 49. have questions? ASK THE EXPERT! ASKYOUR QUESTIONS ONTHE LIVE Q&AATTHE END EMAILREBECCA@WATCHYOURBUSINESSSPROUT.COM or @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com‹#› 2015 © AppFolio, Inc..
  50. 50. CONVERT conversion marketing
  51. 51. OUR GOAL IS TO GET OUR AUDIENCE TO convert AS quickly AS POSSIBLE
  52. 52. RIGHTTIME RIGHT PLACE
  53. 53. DON’T CREATE barriers TO ENTRY
  54. 54. PREVIEW HOW YOU CAN IMPROVE YOUR conversion marketing
  55. 55. WEBSITESOCIAL MEDIA POSTS EMAIL MARKETING
  56. 56. CREATINGAWEBSITEFLOW
  57. 57. CONVERSION POINTSONAPAGE
  58. 58. KEEPYOURAUDIENCEINTHEFUNNEL
  59. 59. MEASUREYOURSUCCESS
  60. 60. PUSH MARKETING PULL MARKETING CONVERSION MARKETING
  61. 61. DIGITAL METHODOLOGY FOR AN EFFECTIVE DIGITAL STRATEGY Marketing ‹#› 2015 © AppFolio, Inc.. @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com
  62. 62. Questions for Tweet:
 @WatchItSprout @AppFolio #AppFolioChat Rebecca Ross
 Branding Director 866.408.2418 rebecca@watchyourbusinesssprout.com Barbara Savona
 CEO & Founder 866.408.2418 barbara@watchyourbusinesssprout.com ‹#› 2015 © AppFolio, Inc.. @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com
  63. 63. @AppFolio #AppFolioChat | @WatchItSprout WatchYourBusinessSprout.com TUNE IN TUESDAY, NOVEMBER 10TH FOR CONVERSION MARKETING R I G H T I N F O + R I G H T T I M E + R I G H T P L A C E CREATE THE QUICKEST PATH TO CONVERSION DON’T MISS OUT!

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