DIGITALMETHODOLOGY FOR AN EFFECTIVE DIGITAL STRATEGY

Marketing

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• Property management and accounting • Online rent collection (free) • Prospect / guest card tracking • Vacancy Marketing • Websites • Online applications & leases • Resident Screening • Mobile Inspections

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My comfort zone…

WEBSITE DEVELOPMENT

SOCIAL MEDIA MOBILE APPLICATION DEVELOPMENT

ONLINE ADVERTISING

SEO/SEM EMAIL MARKETING

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DIGITAL

METHODOLOGY FOR AN EFFECTIVE DIGITAL STRATEGY

MarketingGUIDE TO A NAVIGATING THE DIGITAL LANDSCAPE

POLL QUESTIONDo you have a digital marketing strategy?

a. Y ES. #W I N N I N G b. Y es, B u t I T’S O U T DAT ED. c. WO R K I N G O N I T. d. W H AT?!

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PUSH MARKETING

PULL MARKETING

CONVERSION MARKETING

push marketingANY TOUCHPOINT with THE CUSTOMER WHEN THEY ARE

NOT LOOKING FOR YOU

ANY TOUCHPOINT WITH THE CUSTOMER WHEN THEY

ARE LOOKING FOR YOU

pull marketing

ANY TOUCHPOINT WITH THE CUSTOMER AFTER THEY HAVE

FOUND YOU conversion marketing

GET NOTICED push marketing

THE GOAL OF push marketing IS TO CONTINUE TO BUILD

AWARENESS

magazine ads

TRADITIONAL

television

radio

signage events

outreach

display ads

DIGITAL

social media ads

hashtag outreach

follower fishing

content marketing

digital PR

3 THINGS YOU CAN DO TO IMPROVE YOUR push marketing

1continue TO UTILIZE OUTREACH MARKETING

and other traditional outlets

don ’t THiNK JUST BECAUSE YOU BUILD IT THEY WILL COME

2invest IN SOCIAL MEDIA ADVERTISING

focusing on your target demo

don ’t run ads that try to reach a broad range of people

POLL QUESTIONWhat types of hashtags do you use?

a. N EI G H B O R H O O D S P EC I FI C b. M A K E U P M Y OW N c. I H AT E H AS H TAG S d. W H AT’S A H AS H TAG?

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3incorporate HASHTAGS THAT YOUR TARGET

market is using

don ’t CONSTANTLY CREATE UNIQUE HASHTAGS

HOW CAN YOU MEASURE your results?

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.

MEASURE YOUR ENGAGEMENT

ENGAGEMENT METRICS

How engaged is your audience? These results are for an apartment in Denver, CO.

have questions?

ASK THE EXPERT!

ASK YOUR QUESTIONS ON THE LIVE Q&A AT THE END

EMAIL REBECCA@WATCHYOURBUSINESSSPROUT.COM

or

@AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com‹#› 2015 © AppFolio, Inc..

GET FOUND pull marketing

POLL QUESTIONWhat do you do to improve your SEO strategy?

a. U P DAT E W EB S I T E/B LO G b. S O C I A L M ED I A PO STS c. G ET P EO P LE TO LI N K TO M Y S I T E d. A LL O F T H E A B OV E e. Yo u a r e s p ea k i n g a d i ffer en t la n g uag e

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SEO stands for “search engine optimization.” It is the process of getting traffic from the free search results on

search engines.

SEO SEM Your

It is the process of getting traffic from

free search results on search engines.

It is the process of getting traffic from

PAID search results on search engines.

LONG-TERM SHORT-TERM

#1

SKIMMING

THE MORE PEOPLE TALKING ABOUT YOU THE MORE GOOGLE REWARDS YOU.

DIFFERENT SITES ARE MORE THAN OTHERs

Oprah Effect

3 THINGS YOU CAN DO TO IMPROVE YOUR pull marketing

1create or invest in A TARGETED LIST OF KEYWORDS

for your community or brand

don ’t TARGET KEYWORDS THAT ARE IRRELEVANT

WE ONLY WANT THE PEOPLE WHO ARE

READY TO BUY

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

ask yourself…

if someone searched this term and ended up on my website…would they be happy?

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

2evaluateTHE CONTENTS OF YOUR SITE

to use SEO best practices

don ’t STUFF KEYWORDS ONTO A PAGE OR TRY TO TARGET MANY KEYWORDS

KEYWORD INTEGRATION

SPROUT SITE THEME 2

DESKTOP, MOBILE & TABLET READY

3ensure ALL YoUR LISTINGS AND SOCIALchannels have the same core information

don ’t HAVE DIFFERENT NAMES, ADDRESSES, NUMBERS FOR EACH

OUR GOAL IS TO TAKE UP THE MOST REAL ESTATE IN THE SEARCH ENGINE. LISTINGS AND SOCIAL MEDIA

ALLOW US TO GAIN MORE SPACE.

SOCIAL MEDIA DESCRIPTIONS

GOOD REVIEWS BAD REVIEWS

WHEN RESPONDING ALWAYS

MENTION THE NAME OF THE COMMUNITY AND THE WEBSITE

WHEN RESPONDING NEVER

MENTION THE NAME OF THE COMMUNITY OR THE WEBSITE

POLL QUESTIONWhich one of these strategies do you think your community needs to work on?

a. K EYWO R D LI ST b. U P DAT I N G W EB S I T E c. U P DAT I N G LI ST I N G S d. A LL O F T H E A B OV E

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have questions?

ASK THE EXPERT!

ASK YOUR QUESTIONS ON THE LIVE Q&A AT THE END

EMAIL REBECCA@WATCHYOURBUSINESSSPROUT.COM

or

@AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com‹#› 2015 © AppFolio, Inc..

CONVERT conversion marketing

OUR GOAL IS TO GET OUR AUDIENCE TO convert AS quickly AS POSSIBLE

RIGHT TIME

RIGHT PLACE

DON’T CREATE barriers TO ENTRY

PREVIEW HOW YOU CAN IMPROVE YOUR

conversion marketing

WEBSITE SOCIAL MEDIA POSTS EMAIL MARKETING

CREATING A WEBSITE FLOW

CONVERSION POINTS ON A PAGE

KEEP YOUR AUDIENCE IN THE FUNNEL

MEASURE YOUR SUCCESS

PUSH MARKETING

PULL MARKETING

CONVERSION MARKETING

DIGITALMETHODOLOGY FOR AN EFFECTIVE DIGITAL STRATEGYMarketing

‹#› 2015 © AppFolio, Inc.. @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com

Questions for

Tweet:@WatchItSprout

@AppFolio #AppFolioChat

Rebecca RossBranding Director

866.408.2418 rebecca@watchyourbusinesssprout.com

Barbara SavonaCEO & Founder

866.408.2418 barbara@watchyourbusinesssprout.com

‹#› 2015 © AppFolio, Inc.. @AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com

@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!