Blogs, Content, and Social Media Equals “Most Important” Web Pages:

Exploit Long Tail Local SearchCapitalize on Social Media Impact on SEOExpand Organic Website VisitsIncrease Conversion Rates

Adam JapkoPresident

Network Communications, Inc

Integrated Real Estate Marketing Plan: Web Discoverability Critical Aspect

There Are Two Legitimate Social Media Marketing Paths for Real Estate Professionals

People You Already Know:

Social Networking

• Known prospect and past client engagement• Social network (FB) focused• Blog as a farm tool• Features engagement in community • Primary focus: Networking with known

prospect base

People You Want to Know But Don’t Yet Know:

Content Marketing

• Active property buyers and sellers search lots of stuff, lots of opportunities to be found

• Content marketing allows active buyers/sellers to find the information they want… and you….simultaneously

• Social networks (FB) primarily used to distribute content that live on web

• Blog content marketing builds own audience of new prospects through keyword build up

• Blog content drives website results through increased keywords and organic search results

• Primary focus: New prospects

5 Content Marketing Facts

1. Creating fresh, frequent, unique web content is a powerful strategy for driving organic and direct web traffic

2. Blogs’ intuitive content management systems make it feasible to populate the web with fresh content…REGULARLY

3. Blogs are search engine friendly-presenting neatly organized content for indexing (tags, links, categories, etc.) and returning relevant content

4. Well executed blogging will share earned SEO benefits with a related web site

5. Web content distributed on social platforms (Twitter and Facebook) exaggerates organic and direct traffic results

Schematic: Integrated Content & Social Marketing

Debunking Myth #1

“ I have to rank very high for a popular query to get lots of traffic”

• Do not try to be #1 for Real Estate Atlanta• Too much competition from ILS with lots of content• “Real Estate Atlanta” is only a small slice of the real estate

search pie• It is not the traffic you want- will not result in meaningful

interaction unless you have the world’s or market’s best general resource for real estate

• Put yourself in the shoes of the searcher, the search engines will

Understanding Long Tail

Specificity of Long Tail

Source: Doug Cook Search Director Twitter, Yahoo, Able Grape

Atlanta Apartments tw

o BRs teenagers social scene safe

Good apartm

ents for college teens in Atlanta and safe

Tips on good Atlanta apartments

for college kids

Atlanta college apartments for

rent

Atlanta Apartments near schools

Atlanta Apartments

Luxury houses four plus large bedroom

s

Atlanta homes four bedroom

s

Direct Long Tail Search Discovery

CONSUMER

PROPERTY

Debunking Myth #2

“More Traffic Is Better”• Let’s take two fictitious examples– NiftyAtlantaRealEstateTips.com• 1000 search visits/day

– AtlantaSpamEstate.com• 10,000 search visits/day

Myth #2 DebunkedInteractions Spell Success

• Let’s say NiftyAtlantaRealEstateTips is user focused– 35% meaningful interactions (conversions)/day

• And AtlantaSpamEstate is traffic focused– 2% meaningful interactions (conversions)/day

• Then NiftyAtlantaRealEstate tips is more successful– More users (350 vs. 200) engaged each day– More likely to have repeat users and grow search traffic

• AtlantaSpamEstate is:– tarnishing their brand – creating hazard of losing their search traffic

The Long Tail Summary• The world is made up of people with very specific information

needs: They can not be gamed into meaningful interactions• Optimal traffic comes when you have the world’s best page for

some very specific information need– Each generates very tiny amounts of very high-quality traffic

• Make it up in volume: Have lots useful specific content in your site• In practical terms:

– Websites: Keep all content live and organized, even closed listings and past mentions, i.e. awards, organized neatly

– Blogs:• Post often• Encourage comments• Use tags

Organic Search Grows Over Time

Social Followings And Actions Grow Over Time

Blog-only Lead Conversion: 1.6%

Lincoln’s ROI

Monthly Totals

Increase in Organic web traffic 15,000

Estimated conversion % 10%

Estimated leads delivered by Organic traffic 1,500

Actual phone & e-mail leads from CommunitySherpa blog

150

Total CommunitySherpa leads 1,650

Lincoln cost per Lead $15.00

Social mediamarketing

Let’s look at a blog and its content

Long Tail Content Marketing Applies to Any Subject: Fine Wine

http://wine-zag.com

Link Leverage in Content Marketing

Content Marketed Across Social Platforms

A custom, turnkey, integrated Internet marketing system for Real Estate Professionals

How BrokerSherpa benefits your overall Internet Marketing Program

• Integrates social media into your marketing• Creates a responsive, timely and active long tail

content marketing program• Enhances your existing website’s organic search

results• Builds your digital footprint through direct discovery

and relationships with buyers and sellers• Establishes agent/broker identity on Facebook and

Twitter• Drives measurable ROI with bonus lead creation

How does it work?

Online Community Manager

Here is How BrokerSherpa Works

Homes

Featured Agents

Content for Search and Social Media• Algorithms and humans casting votes for best web pages• Leveling playing field with companion strategy to cost per

click and large budgets• Knowledge and time are most valuable resources in content

marketing• Blogs and other social content tools make it all possible

Thank You

Facebook adam japkoTwitter adamjapko Site: www.digitalsherpa.comCompany www.nci.comEmail ajapko@nci.com