Content Beyond Conversion
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SPEAKER: Rita Cidre of Zillow http://b2bmarketing.exchange
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Content Beyond Conversion
- 1. #B2BMX Content Beyond Conversion Rita Cidre Marketing Director, Zillow Group
- 2. #B2BMX A bit about myself + Zillow Group Pillars of our content strategy 3 examples and learnings What we’ll cover today
- 3. #B2BMX A bit about myself and Zillow Group
- 4. #B2BMX A little bit about myself Numbers Letters MBA Liberal Arts I’m both a writer and a marketer and love to be at the intersection between the creative and the analytical. As Marketing Director at Zillow Group my job is to turn strangers into customers into advocates of our Premier Agent brand and products. Analytics Content
- 5. #B2BMX Monthly Unique Users Quarterly average Zillow Group operates the largest online real estate network on the web 171M May 2016
- 6. #B2BMX great people great products connect via tools attract audience engage professionals Zillow Group’s formula for success
- 7. #B2BMX We are a marketplace Demand Side “I want to buy or sell a home.” Supply Side “I want to help you buy or sell a home.”
- 8. #B2BMX The buyer’s journey has changed Now Past
- 9. #B2BMX ‘Online’ is the largest resource used by home buyers to find a home Top Sources Used to Search, Shop for or Purchase a Home Digital resources Used to Buy a Home Source: 2016 Zillow Group Housing Trends Report.
- 12. #B2BMX Our products help agents connect with and convert online leads BRANDING & MARKETING LEAD GENERATION LEAD MANAGEMENT TRANSACTION MANAGEMENT = Free PA AppPA Concierge Seller Boost Premier Agent Advertising Agent Profile Video Walkthrough Premier Agent Direct dotloop U
- 13. #B2BMX The two pillars of our content strategy Solve Problems Provide agents with solutions standing in the way of success. Build Trust Win hearts and minds, be positive presence in the real estate industry.
- 14. #B2BMX 3 Examples and Learnings
- 15. #B2BMX We focus on building content that builds trust with agents and helps solve problems I want to get more leads I want to be a local expert I want to feel motivated Problem agent wants to solve: Content Strategy Solution:
- 16. #B2BMX Problem: I want to get more leads. Solution: Help agents define and measure success in building their online presence. Build Trust: content is relevant and transparent. Profile Scorecard
- 17. #B2BMX Tell Show We are not alone in thinking SHOW > TELL
- 18. Key tactic: Use data, personalization and a healthy dose of FOMO can go a long way in showing (not telling) customers what they’re missing out on.* *Make friends with data people.
- 19. #B2BMX Problem: I want to be a local expert. Solution: Content that helps agents understand local and national market trends. Build Trust: Empower agents to be local experts. Market Trends
- 20. #B2BMX We use this content to help agents build their real estate brand and expertise Moved towards helping agents share expertise. Started providing agents content to help them become local experts.
- 21. Key tactic: Share the thought leadership spotlight with your customers.
- 22. #B2BMX Problem: I want to feel motivated Solution: Celebrate important moments. Build trust: We acknowledge and celebrate agent wins! Milestones
- 23. #B2BMX We got this idea from watching our customers interact on social Social #Winsday engagement Actively celebrate wins Review added Review milestones Agent store
- 24. Key tactic: Monitor and listen to your customers interact with each other on social channels, use that to inform your content strategy.
- 26. #B2BMX Identify goals for the content you’re creating to engage with customers. For Zillow Group it’s to build trust and help agents solve problems. Key tactics: Use data, personalization and a healthy dose of FOMO can go a long way in showing (not telling) customers what they’re missing out on. Share the thought leadership spotlight with your customers. Monitor and listen to your customers interact with each other on social channels, use that to inform your content strategy. Key Takeaways
- 27. #B2BMX Questions, Comments? Email me: ritac@zillowgroup.com
- 28. #B2BMX
Editor's Notes
- Let’s kick things off with a little bit about myself. I was the person that people called ‘non-traditional’ in business school. I studied French and International Relations at Brown thinking that I would be a journalist (some Latin version of Christiane Amanpour). Then while working at my college radio station I fell in love with marketing, online and performance marketing in particular. I always find a way to find a space for myself between the creative and the analytical and I’m lucky because at Zillow Group I found just that. Before I get into the fact that we’re not a ‘traditional’ B2B Marketing team let me first take a step back and walk you through our strategy at a high level.
- Build great products that attract audience, and connect the professionals with that audience through tools that help foster productive connections for both sides Product applies to listings as well – we want the best listings with the richest, most up-to-date information available; so we have continued to grow our partnerships with MLSs and brokers
- We are a marketplace with a demand side and a supply side. We connect home home shoppers with qualified real estate professionals who can help them buy or sell a home. My team is responsible for marketing to the supply side.
- We also discovered that the number of Buyers and Sellers finding an agent online continues to grow. What does this mean?
- Our products try to help agents be successful across all part of the agent funnel. What do we sell agents? Product to help address core business issues at all steps of their funnel. Awareness at the top. Our advertising products help agents connect with leads, both buyers and sellers. We provide lead management solutions to help qualify and convert those leads. And finally, we acquired dotloop some years ago and agents can now use it to go paperless and easily manage complicated real estate transactions. So far I’ve presented you what our team does and how we try to help real estate agents be successful. But the truth is not that simple. Our stuff is not plug and play.
- We aim for our content to be at the intersection of these two things.
- Zillow Group is not unique in doing this. From a marketing standpoint allows you to reach out to customers more.