Rems12 4 building block-day2-session2 and 3-presentation

1Plan • 1Partner • 1Parkplace

The 4 Building blocks of Content Marketingwww.SamuelScottFG.com/REMSGuides


Presented by

Erica Liodice - Samuel Scott Financial Group, Residential Loans

Erin Davis - SpeakEasy, Digital Media


What is Content Marketing?

Content Marketing:

the art of communicating with your customers and prospects without selling


Effective Content Marketing

Uses the strengths of different media to consistently deliver refreshed, content that leaves people wanting more.


The 4 Building Blocks of Content Marketing


1. Target – identifying them as people with needs and interests

2. Message – sharing refreshed and relevant content

3. Medium – translating your message to fit the media

4. Schedule – building anticipation through consistency

1.

Target


Who is your target?

There are only two types of people you can TARGET with your marketing…

1. People you know2. People you don’t know


Who is your target?

In 2012 – Agents

will got more business from their SOI and referrals than any other source.


Why Target your Sphere?

AGENTS: Statistics from the 2012 NAR Member Profile show that the agents surveyed earned 19% of business from past clients and another customers and 20% through referrals from past clients and customers.

BUYERS: 41% of all buyers found their agent through a friend, neighbor or relative. Another 9% had worked with the agent in the past.

SELLERS: 39% of sellers found their agent through a friend, neighbor or relative. Another 22% used an agent that they had previously used to buyer or sell a house

39%

50%

61%


The Best Referral Sources

1.Family and Friends

2.Past Clients

3.Professional Contacts

4.Social Networks (on and offline)

5.Neighbors (hyper local farms)


Know your Database

The Relationship – Rating MatrixWho do you know and how well do you know them?


Spend 70% of your marketing budget on your A’s and 30% on your B’sSpend 45% of your time on A’s, 35% of your time on B’s and 20% of your time on C’s

Sample Contact Database


Download the Worksheet

Includes Completed Samples

www.SamuelScottFG.com/REMSGuides


TARGET: Quantified & Qualified

With an organized database, we can see our contacts as groups of PEOPLE with needs and interests.

What content do youHave the would meet their needs and interests?


Get Organized Online

Using the 1PP CRM, you can import your contacts into unique groups that reflect their needs and interests…

2.

Message


Content Basics

• Original Content vs. Sourced Content: 60/40 split

• Do you know your readers’ questions? Content is all about meeting the real needs of your readers.

• Vary Your Content: Why you shouldn’t post the same thing to Facebook and Twitter

• Give a Little, Showcase What’s to Come: Use specific and direct Calls to Actions that engage people and let them know what you have to offer.


It meets your target audiences needs.

Content doesn’t promote YOU

• What are the school ratings and how are they determined? • What new restaurants are opening in your target area?• New dog park! Take advantage of the pet scene.• Service directory for each neighborhood.• Best landscaping awards!


Helpful Resources• Industry guides• Property search tools• Market reports• Calculators• School data• Property evaluations• Financial / Housing updates• Relocation guides

Relation Builders• Birthday cards • Comment/Like on THEIR status• Big news to your business

One Size Fits All


What’s the Right Message?

The more relevant the information you share is to that specific group of people, the more they will engage with your marketing.

Get a copy of the Message Guidewww.SamuelScottFG.com/REMSGuides


Friends & Family

• Personal updates about your life / business• Invitations to events / client appreciation• Reviews and recommendations• Professional videos• Local real estate updates

This is the group that will be the most responsive to the personal touches. You know the most about them, so cater your conversations to their needs.


Past Clients

• Client appreciation parties• Invitations to special events• Purchase anniversary cards• Reviews and recommendations• Local real estate updates• Home value and CMA data

Show appreciation to past clients by remembering birthdays/holidays, providing relevant real estate updates and regularly asking for referrals.


Professional Networks

• San Diego real estate updates• Industry / business updates• Marketing and sales resources• Referral opportunities and requests• Invitations to networking events• Co-sponsorship opportunities• Professional videos• Buyer / seller presentations

Keep your communication with your professional contacts focused on the industry and how you can share referrals with each other.


Social Networks

• Community news and events (esp. calendars)• Hyper local real estate data• Photos / videos from social events• Updates specific to your network • Resources helpful to your network

Take an active marketing role in your social networking groups. Be sure that everyone knows what you do and what types of resources you have available for them.


Neighbors

• Community news and events (esp. calendars)• Hyper local real estate data• Photos / videos from local events• Open House information• Home value and CMA data• Neighborhood specific

Listing Presentation

Location! Location! Location! Be the local expert by providing your neighbors with hyper local real estate data and community updates.


Creating Content

• Top Industry Sites• Brokerage Tools• Thought Leaders• Ask your Vendors


SamuelScottFG.com/BLOG

Timely posts on the most relevant Real Estate and Lending Topics

Easy to access and easy to share with your network


SamuelScottFG.com/TOOLS

Market Updates and Community ReportsHousing - Schools & Education - Demographics - Economics - Lifestyle Reports


SamuelScottFG.com/TOOLS


Where do I find the time?

• Set aside time each week to cultivate content that will appear to your personal database

• Hire a professional team to create and distribute content on your behalf


Getting it DoneBeing in the right place. Every time.


Presented by

Erica Liodice - Samuel Scott Financial Group, Residential Loans

Erin Davis - SpeakEasy, Digital Media


The 4 Building Blocks of Content Marketing


1. Target – identifying them as people with needs and interests

2. Message – sharing refreshed and relevant content

3. Medium – translating your message to fit the media

4. Schedule – building anticipation through consistency

3.

Medium


The Marketing Mix

The strongest marketing campaigns use a mix of different media to communicate with people.

ACTIVE

ELECTRONIC

PRINT


The Marketing Mix


How will you reach your SOI?

Who will you call? Who will you email? Who will you see at events? Who will receive direct mail?

Use your Database Analysis to target the right people with the right message


How will you reach your SOI?

Identify the best marketing activities for each group of people in your database.


Social Media: Best Practices

• Never TYPE IN ALL CAPS

• No Image. No post.

• Always use shortened links

– they look cleaner and are trackable

• Start each post with a quip: “Overheard:”, “Winner!”, “Vote!”, “In the News:”, “Wow!”

• Tagging posts: the best way to grow your audience: @username

• Everything needs a photo or video. No photo/video? No post.


In New Media Image Matter


The Facebook Cover Photoa Modern Day Billboard


How do we fix this post?


Getting Better…

Engaging content with link to property not salesy, photo sized correctly, direct link!


How do we fix this post?

Wording needs to be unique to each site:

Twitter: Hashtags, less than 100 characters, @tagging Twitter name

Facebook: Keep it under 200 characters, @tagging Facebook name


How do you Prioritize?


Be everywhere your audience is…


Start Smart: Have a Plan

• Know your audience– who are they - what do they want to know?

• Analyze Your Presence– don’t expect your audience to come to you - go to

them!

• Make strategic goals depth vs. quantity– Create a content calendar– Plan your data tracking strategy

• Implement– Identify strengths and delegate

• Revise & Repeat


Email Campaigns: Best Practices

• Use engaging headlines• Include colorful images, graphs and charts• Reality check:

– Is this information valuable?

• Where can they go for more information?


Direct Mail: Best Practices

• Personalize the message • Include colorful images, graphs and

charts• Bring print readers online for more

information• Use multiple Calls to Actions- Offer value

for engagement• Create high-end pieces that will have

a long shelf life• Be consistent!


Connect the Dots…

The strongest marketing campaigns use a mix of different media to communicate with people.

ACTIVE

ELECTRONIC

PRINT


Connect the Dots…

• How can your print marketing drive online engagement?

• How can Social Media boost your website traffic?

• How can you grow your database through contact marketing?

4.

Schedule


1 Month of Content


Consistency is key

• Whatever your schedule is, stick with it!

• Refer back to past pieces• Build excitement for pieces that

are coming soon• Vary distribution of different

media• MYTH: any marketing is better

than no marketing• Don’t forget your audience and

what their needs and interests are!


Sample Marketing Schedule

• Print Newsletters– Monthly or Quarterly

• Electronic Newsletters– Monthly

• Networking Events– Monthly

• Market /Community Reports– Weekly

• Active Prospecting– Daily

• Blog Posts– 2-3 times a week

• Social Media Updates– Several times a day


Social Media Schedule

• Basic Scheduling Guide: How often should I update?

• Facebook - twice a day, one topic streamed to Twitter with hashtag and shortlink back to source.

• One unique Tweet on Twitter that is also copied to LinkedIn

• Everything is copied to Google+

• Post at these times: 7am, 10:30am, and 3pm


Class Handouts and Follow Up Workshops in San Diegowww.SamuelScottFG.com/TOOLS


Upcoming Classes

• Take Control of your Contact Database– January 10th and 15th

• Keep in Touch with your SOI at any Budget– January 24th and February 7th

• The Mobile Realtor; Work like a Pro, while on the Go– January 28th

• The Outstanding Open House– February 12th

• Interactive Direct Mail: a Traditional Media Makeover– February 22nd


Upcoming Classes

• Take Control of Facebook Workshop

• Developing your Personal Brand

• Market your Listings like a Rockstar

• Online Reputation Management for Realtors

• Becoming the Neighborhood Agent

• Pimp my Website: Tools and News that People Want

• Set it and Forget it: Drip Email Campaigns

• Video Marketing: What’s Easy and Effective

Documents

Rems12 4 building block-day2-session2 and 3-presentation