Digital Marketing Strategies - AppFolio/Sprout Marketing Webinar

DIGITAL
METHODOLOGY FOR AN EFFECTIVE DIGITAL STRATEGY
Marketing
@AppFolio @WatchItSprout #AppFolioChat | WatchYourBusinessSprout.com‹#› 2015 © AppFolio, Inc..
Presented By

@AppFolio @WatchItSprout #AppFolioChat‹#› 2015 © AppFolio, Inc..
Join Us Online - #AppFolioChat
facebook.com/AppFolio
facebook.com/sprouting
 
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@WatchItSprout
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AppFolio
… So You Run A More Successful Business
Complete Solution Includes:
Web-Based Property Management Software
• Property management and accounting
• Online rent collection (free)
• Prospect / guest card tracking
• Vacancy Marketing
• Websites
• Online applications & leases
• Resident Screening
• Mobile Inspections

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

My comfort zone…
WEBSITE DEVELOPMENT
SOCIAL MEDIAMOBILE APPLICATION DEVELOPMENT
ONLINE ADVERTISING
SEO/SEM
EMAIL MARKETING

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

DIGITAL
Marketing
GUIDE TO A NAVIGATING THE DIGITAL LANDSCAPE

POLL QUESTION
Do you have a digital
marketing strategy?
a. YES. #WINNING
b. Yes, But IT’S OUTDATED.
c. WORKING ON IT.
d. WHAT?!

PUSH MARKETING
PULL MARKETING
CONVERSION MARKETING

push marketing
ANY TOUCHPOINT with THE
CUSTOMER WHEN THEY ARE
NOTLOOKING FOR YOU

ANY TOUCHPOINT WITH THE
CUSTOMER WHEN THEY
ARELOOKING FOR YOU
pull marketing

ANY TOUCHPOINT WITH THE
CUSTOMER AFTER THEY HAVE
FOUND YOU
conversion 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

1
continue
TO UTILIZE OUTREACH MARKETING
and other traditional outlets
don’t THiNK JUST BECAUSE YOU BUILD IT THEY WILL COME

2
invest
IN SOCIAL MEDIA ADVERTISING
focusing on your target demo
don’t run ads that try to reach a broad range of people

POLL QUESTION
What types of hashtags
do you use?
a. NEIGHBORHOOD SPECIFIC
b. MAKE UP MY OWN
c. I HATE HASHTAGS
d. WHAT’S A HASHTAG?

3
incorporate
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.

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

have questions?
ASK THE EXPERT!
ASKYOUR QUESTIONS ONTHE LIVE Q&AATTHE END
EMAILREBECCA@WATCHYOURBUSINESSSPROUT.COM
or

POLL QUESTION
What do you do to improve
your SEO strategy?
a. UPDATE WEBSITE/BLOG
b. SOCIAL MEDIA POSTS
c. GET PEOPLE TO LINK TO MY
SITE
d. ALL OF THE ABOVE
e. You are speaking a
different language

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

SEO SEMYour
It is the process of getting traffic from
freesearch results on search engines.
It is the process of getting traffic from
PAIDsearch results on search engines.
LONG-TERM SHORT-TERM

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

DIFFERENT SITES ARE MORE THAN OTHERs

3 THINGS
YOU CAN DO TO
IMPROVE YOUR
pull marketing

1
create 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

2
evaluate
THE CONTENTS OF YOUR SITE
to use SEO best practices
don’t STUFF KEYWORDS ONTO A PAGE OR TRY TO TARGET MANY KEYWORDS

SPROUT SITE THEME 2
DESKTOP, MOBILE & TABLET READY

3
ensure
ALL YoUR LISTINGS AND SOCIAL
channels 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.

GOOD REVIEWS BAD REVIEWS
WHEN RESPONDING ALWAYS
MENTIONTHE NAME OF THE COMMUNITY AND THE WEBSITE
WHEN RESPONDING NEVER
MENTIONTHE NAME OF THE COMMUNITY OR THE WEBSITE

POLL QUESTION
Which one of these strategies
do you think your community
needs to work on?
a. KEYWORD LIST
b. UPDATING WEBSITE
c. UPDATING LISTINGS
d. ALL OF THE ABOVE

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

DON’T CREATE barriers TO ENTRY

PREVIEW
HOW YOU CAN
IMPROVE YOUR
conversion marketing

WEBSITESOCIAL MEDIA POSTS
EMAIL MARKETING

DIGITAL
Marketing

Questions for
Tweet: 
@WatchItSprout
@AppFolio
#AppFolioChat
Rebecca Ross 
Branding Director
866.408.2418
rebecca@watchyourbusinesssprout.com
Barbara Savona 
CEO & Founder
866.408.2418
barbara@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!

Digital Marketing Strategies - AppFolio/Sprout Marketing Webinar

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Digital Marketing Strategies - AppFolio/Sprout Marketing Webinar