1.
21 Useful Tips for
Digital Content
Marketing to Build
Your Business and
Personal Brand
1

2.
Chris Vaughn
Lynda Simonton
Director of Marketing
DigitalSherpa
@ChrisHVaughn
Online and Market Editor
New England Home
Lynda Simonton
@LyndaSimonton
2

3.
Follow Along At:
http://slideshare.net/DigitalSherpa
3

4.
365 Posts: 10 lessons
learned
One Year. One Website.
4

5.
Tip 1: Always Be
Analyzing
5

6.
The Lightbulb
Problem
The blog post with
over 1,000 visitors
but no readers
6

7.
While Exploring Google
Analytics…
7

8.
No Shares? No Comments?!?
http://garden-bloggers-conference.com
8

9.
“Light Bulb” Related Keyword
Visits in Google Analytics
http://garden-bloggers-conference.com
9

10.
http://garden-bloggers-conference.com
10

11.
Tip 2: - Be Thorough

12.
Tip 3: Think About Conversion

13.
Tip 4: Measure Your
Results

14.
Tip 5: Test, Test and
Then Test Some More

15.
Call To Action

16.
Tip 6: Take Advantage Of
Free Online Tools

17.
Google analytics

18.
Google keyword planner

19.
Tip 7: Never Stop
Optimizing

20.
Measure All Visitors and Leads

21.
Tip 8: Using Content To
Target Specific Markets

22.
GEO-TARGETED CONTENT
• Create content geo-targeted to your key
markets that will help prospects in that area
• Find key prospects asking questions or seeking
help in the markets you’ve targeted
• Create conversion opportunities by send blog
or website readers to that market’s listing
page from within your geo-targeted content

23.
Tip 9: Analyze Opportunity
#multifamilysms2014

24.
OPPORTUNITY
• Over 100,000 people seek help or express design
frustrations on social media networks a month
• 4 of 5 consumer inquiries on social networks go
unanswered (As of October 2013)
• This is more pronounced in Real Estate, where only
15% of consumer inquiries are answered, with an
average response time of 13 hours*
*Statistics courtesy of Sprout
Social

25.
Tip 10: Get In The Mix
#multifamilysms2014

26.
ENGAGEMENT TIPS
• DO ask leading and help-oriented questions like
“How can we help” or “What city are you looking
for an apartment in?”
• DON’T spam with a link immediately. Social
consumers are SMART and will tune you out
• DO show personality and have fun. Social
consumers like to know they are dealing with real
people

27.
ENGAGEMENT TIPS
• DO have resources for the consumer ready quickly
when they engage. Social users have short
attention spans
• DON’T reply without a link to content or a listing.
This conversation is now in a selling stage
• DO ask a follow-up question with the link you
provide such as “What are your requirements for
the perfect apartment?”

28.
ENGAGEMENT TIPS
• DO follow up with the consumer after an
appropriate amount of time to close the service
loop
• DON’T keep sending them messages until they
reply.
• DO use success stories like this as case studies to
show consumers how much easier your brand can
make the process of apartment hunting

29.
Visual storytelling 101
43

30.
Tip 11: Define Your Voice &
Visuals
• What does your brand sound like?
• “Tone” and personality
• Key messages
• What does your brand look like?
• Logos, colors, etc.
• Optimize your profile for each social network
44

31.
Visual Branding: The Home
Depot
45

32.
Visual Branding: The Home
Depot
46

33.
Tip 12: Images > Words
• Create a visual content strategy
• Share photos that are relevant to
your brand
• Use images to tell your stories
• Photograph your work
Image via iStockphoto, AleksandarNakic
47

34.
Images Engage on Facebook
• Photo posts get 39%
more interaction
• 93% of the most
engaging posts on FB
• 53% more likes
• 104% more comments
• 84% more clickthroughs
48

35.
Tip 13: Think Themes
• Before & After
• How-To
• Inspiration Boards
• Behind the Scenes
• Holidays / Seasons
• Pop Culture
Images via Lifescape Associates and Digital Sherpa
49

36.
Tip 14: Repurpose Content
• Cascade content across
platforms
• Shoot once, use thrice
• Create photo collages
• Tools: Pic Stitch, Diptic,
Pixlr
50

37.
Tip 15: Take Advantage of
Video
• Video marketing is a powerful way to communicate
with your audience
– Share brand culture/values
– Showcase products/services
– Share DIY/how-to tips
– Highlight happy customers
51

38.
Tip 16: Leverage Analytics
• Track engagement
• Demographics
• Popular content
• Best times to post
• Tools:
• Facebook Insights
• BlitzMetrics
• Google Analytics
Screenshot via BlitzMetrics
52

39.
Putting it all into action
Ready? Let’s Do This!
53

40.
Over 2,000,000 photos have been uploaded to Houzz and there are
over 14,000,000 users every month.
54

41.
Tip 17: Change the
Conversation
Thomas Pheasant
55

42.
Client’s Serene Bedroom
Betsy Johnson
56

43.
Listen and Learn
57

44.
Tip 18: Raise Your Ranking
58

45.
Get Reviews
59

46.
Under the Hood: Houzz
Optimization
60

47.
Pinterest generates more referral traffic to business websites
than YouTube, Google+ and LinkedIn COMBINED!
61

48.
Tip 19: Create a Business
Account
62

49.
Under the Hood: Pinterest
Analytics
63

50.
130 million people enjoy this photo sharing app
64

51.
Tip 20: Share a Variety of
Content or Stick to a Clear
Theme
65

52.
Tip 21: Tag People You Know
66

53.
Bonus Tip: Be a Good Community
Member
• Share valuable information
• Interact and help
• Give credit where credit is due!
67

54.
• Pick up the DigitalSherpa Houzz eBook in the Blog
Clinic
• Download our presentation here:
http://slideshare.net/DigitalSherpa
• Connect with us!
• Chris Vaughn – chris@digitalsherpa.com
• Lynda Simonton – lsimonton@nehomemag.com
68