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

ACCELERATING YOUR BRAND WITH

SEARCH & SOCIAL MARKETING

Arnie Kuenn, President, Vertical Measures - @ArnieK

@ArnieK

@ArnieK

“CONTENT MARKETING”

@ArnieK

ADVERTISING IS JUST RENTING THE SPACE.

CONTENT MARKETING IS OWNING IT FOREVER.

@ArnieK

YOU JUST NEED TO

UNDERSTAND HOW IT

ALL WORKS,

EXECUTE ON A

STRATEGY AND HAVE FUN WITH IT!

@ArnieK

93% of all buyers online or in

stores use search prior to making a

purchase

86% of searchers conduct

non-branded queries.

94% of buyers click on organic

links versus 6% on paid links for

branded queries. Source: GroupM

@ArnieK

TENANTS NEED INFORMATION

THAT MAKES THEM MORE

KNOWLEDGEABLE ABOUT

THEIR APARTMENT SELECTION.

COMMUNITIES THAT

PROVIDE THAT CONTENT

WILL WIN.

@ArnieK

CONTENT MARKETING IS A CONTINUOUS,

PLANNED OUT PROCESS

@ArnieK

Long tail searches

are the key to

success!

@ArnieK

THINK LIKE A PUBLISHER!

@ArnieK

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

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

@ArnieK

@ArnieK

@ArnieK

@ArnieK

More than 600

questions about

“Phoenix apartments”

@ArnieK

@ArnieK

PUT TOGETHER AN EDITORIAL CALENDAR

@ArnieK

The other thing I noticed was that square

footage didn’t really tell me anything about the

place. You can get a rough idea of the size, but it

really comes down to how oddly the apartment is

divided.

Any site that wouldn’t show me a floor plan

on the website was immediately taken out of

the running (the keywords “floor plan” or

“layout” and “2 bedroom” were often

combined).

@ArnieK

CREATE GREAT CONTENT!

@ArnieK

ADDRESS PRICING / COST

In the end my searches looked something like

“North Phoenix 2 bedroom $8 backyard patio

kitchen clean pets” (Google fills in the $8- - with

whatever dollar amount, since it’s just looking for

the beginning. Pets would often help me know if

they had a pet policy on site.)

@ArnieK

LISTS – PEOPLE STILL LOVE THEM

@ArnieK

CURATION OR AGGREGATION

@ArnieK

Mainly, I was more interested in the lifestyle

surrounding the place I wanted to find, so any

features like that were the things that sold me on

my current place. Granted, the actual building

I’m in now is great too but it was more about

what was around the building I live in and how

easy it is to get to...

But to sum it up, I mainly looked for the things

surrounding the place I wanted to be in –

what could I walk to in 5 minutes, what

restaurants were nearby, how could I connect

with fellow residents, what type of people lived

there, etc!

@ArnieK

Interviews

@ArnieK

VIDEOS! – THEY ARE NOT THAT HARD

User Generated

Fun Interviews

Promotional

@ArnieK

FREE GUIDES TO BUILD YOUR LIST

474 backlinks

from 123 unique

websites

@ArnieK

BLOG ABOUT LOCAL STUFF

@ArnieK

@ArnieK

If I found a multi-unit property I liked, the first thing I

would do is look for reviews in the search.

Apartment reviews are tough because you will often

find people who have a vendetta against the

apartment complex over silly reasons, but with

common sense you could come to the proper

conclusions (having the complex owner/manager

reply 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) terrible

management”.

@ArnieK

ONLINE REPUTATION MANAGEMENT

Be proactive. Build out many Social Media Profiles and

be 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

PROMOTE YOUR CONTENT

@ArnieK

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...It's 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

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

Remember!

Every community has a story to tell,

THOSE WHO TELL IT BEST WILL WIN.

@ArnieK

THANK YOU VERY MUCH!