web presence optimization: building community & reaching new residents online
DESCRIPTION
Online marketing used to be a relatively streamlined task for property marketers, with one central and overarching mission: drive qualified visitors to your property sites and ILS listings. Today, online media and the ways that your residents and prospective residents are utilizing that media has fragmented to the “n”th degree – people are searching, surfing and socializing online in ways no one could have predicted even a few short years ago. Renters now can truly experience your communities and what it’s like to live in them in an entirely virtual environment – from awareness, to engagement and re-engagement, to credibility references, to word of mouth, there is a world of information about YOU available online…and in many places that you not only don’t control, but that exist entirely without your knowledge. So how do you positively nudge a prospective renter down a path that starts with community awareness and ends with a new lease, all the while proactively managing this new process by which residents research rental options online? This session will cover many important, of-the-moment topics, among them:What is “web presence optimization”, and how does it differ from traditional SEO and SEM?• How are your residents and potential residents REALLY using the web today?• What is the value of “social media” and where does it fit in to the “new” web?• How is Google changing and what does it mean to you and your communities?• Is it wise to make decisions regarding the allocation of scarce resources based on “last click” lead attribution?• What does the online “publishing revolution” mean for your online marketing efforts?• How do various, seemingly unique online marketing efforts integrate and impact one another?• What are some actionable, simple ways to kick-start a comprehensive web presence optimization effort?TRANSCRIPT
Presented by Justin Mink ReachLocal MultiFamily
Web Presence Optimization:
Building Community & Reaching New Residents
Online
Social
Surf
Search
Three Conversations OnlineRenters are searching, surfing & socializing
Prospect Prospect
Property
Consumers are online
60%Online
40%Offline
Sources: Forrester, Pew, Nielsen, HitWise, Borrell, Kudzu
Media Consumption(per week)
Searching
16BMonthly searches
Socializing
150 55Daily active Facebook users
Daily time spent by avg. user
Surfing
38B 2BMonthly Yahoo! pageviews
Daily YouTube video views
minutesmillion
Reviewing
86 90Consult reviews before buying
Trust online reviews
87 of consumers searched for local business
3
%%
%
You Have:
You Need: a fresh Web Presence & many ways to be found
Your Sites Local Directories Social Media Content Sites
a static website & one way to be found
More Quality Content Published in More Places = More Residents
How consumers find & engage you
Across your entire Web Presence, not just your website
Site & Blogs
Search Engines
Directories
Content Sites
Social
Location-based Services
Reviews & Reco’s
DealsYourCommunitie
s
5How prospective renters are deciding where to rent!
How consumers buy now
At each point you can engage and convert them into customers
SMB
SMB
SMB
SMB
SMB
SMB
SMB
SMB
6
Learns more
about your property
Searches for an
apartment
Checks your reputation
Hears from friends
Checks for deals & offers
You need a Web Presence strategy
SMB
Buy Presence
Build Presence
Convert Customers+
+
7
8
new local search resultsSo consumers rely on Google for local search info
PageRank™ algorithm updated to better help consumers find a local business
Now predicts a local query and displays all local business listings
Reviews provide indicator of quality
Map now top right and stays there – map pin now same as organic rank
Much more info on each listing
Paid ads
Place page link to Google’s detailed profile of the business
How soon until it impacts Quality Score for AdWords?
SOCIAL AUTHORITYREPUTATIONCONTENT & LINKS
new local search results
+
Inbound Links
+
Social Pages
+
Fans & Followers
Prominent Organic Rank
Site & BlogGoogle
Place Page Reviews
+
=
Changes to PageRank algorithm to improve quality of local listings
Social Bookmarks
9
11
Web Presence strategyBuy Build+
(Advertising)
(Content Marketing)
SearchGoogle, Yahoo, Bing,
AOL, Ask, Citysearch, Superpages, Local.com and many more…
SurfThousands of top news, entertainment and review sites
Facebook and Twitter, the top social media networks
Social
Apartments in Dallas
Web Presence BenefitsMore Content. More Places. More Customers.
SearchDiscovery
Reputation
SocialDiscovery
Increase your online word-of-mouth through quality content that consumers
share across the social web.
BusinessCreatesContent
ContentPublished &
Indexed
ConsumersDiscover
ConsumersComment &
Share
BusinessListens & Engages
Stone Bridge Apartment
Improve your reputation with more positive content on search engines and review sites when consumers
search for your name.
Stone Bridge Apartments
10 Tips for Moving
Great Article – you need to check it out.
Increase your discoverability on search
engines & local directories with fresh content on more
sites.
13
In summary…
TakeawaysKEY
This is an evolution beyond traditional SEO that we call Web Presence Optimization (WPO)
Paid search ads are still the fastest way to drive quality traffic/leads, but you also need…
A fresh stream of quality content including reviews and social media marketing to improve organic rank and reputation
Strategy for maximum discovery combines paid and organic search