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21 Helpful Tips for Interior Designers - Blogging and Social Media

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DigitalSherpa
DigitalSherpa

Chris Vaughn's presentation for Design Bloggers Conference.

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21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand 1
Chris Vaughn Lynda Simonton Director of Marketing DigitalSherpa @ChrisHVaughn Online and Market Editor New England Home Lynda Simonton @LyndaSimonton 2
Follow Along At: http://slideshare.net/DigitalSherpa 3
365 Posts: 10 lessons learned One Year. One Website. 4
Tip 1: Always Be Analyzing 5
The Lightbulb Problem The blog post with over 1,000 visitors but no readers 6
While Exploring Google Analytics… 7
No Shares? No Comments?!? http://garden-bloggers-conference.com 8
“Light Bulb” Related Keyword Visits in Google Analytics http://garden-bloggers-conference.com 9
http://garden-bloggers-conference.com 10
Tip 2: - Be Thorough
Tip 3: Think About Conversion
Tip 4: Measure Your Results
Tip 5: Test, Test and Then Test Some More
Call To Action
Tip 6: Take Advantage Of Free Online Tools
Google analytics
Google keyword planner
Tip 7: Never Stop Optimizing
Measure All Visitors and Leads
Tip 8: Using Content To Target Specific Markets
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
Tip 9: Analyze Opportunity #multifamilysms2014
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
Tip 10: Get In The Mix #multifamilysms2014
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
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?”
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
Visual storytelling 101 43
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
Visual Branding: The Home Depot 45
Visual Branding: The Home Depot 46
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
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
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
Tip 14: Repurpose Content • Cascade content across platforms • Shoot once, use thrice • Create photo collages • Tools: Pic Stitch, Diptic, Pixlr 50
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
Tip 16: Leverage Analytics • Track engagement • Demographics • Popular content • Best times to post • Tools: • Facebook Insights • BlitzMetrics • Google Analytics Screenshot via BlitzMetrics 52
Putting it all into action Ready? Let’s Do This! 53
Over 2,000,000 photos have been uploaded to Houzz and there are over 14,000,000 users every month. 54
Tip 17: Change the Conversation Thomas Pheasant 55
Client’s Serene Bedroom Betsy Johnson 56
Listen and Learn 57
Tip 18: Raise Your Ranking 58
Get Reviews 59
Under the Hood: Houzz Optimization 60
Pinterest generates more referral traffic to business websites than YouTube, Google+ and LinkedIn COMBINED! 61
Tip 19: Create a Business Account 62
Under the Hood: Pinterest Analytics 63
130 million people enjoy this photo sharing app 64
Tip 20: Share a Variety of Content or Stick to a Clear Theme 65
Tip 21: Tag People You Know 66
Bonus Tip: Be a Good Community Member • Share valuable information • Interact and help • Give credit where credit is due! 67
• 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

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21 Helpful Tips for Interior Designers - Blogging and Social Media

  • 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
  • 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
  • 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
  • 11. Tip 2: - Be Thorough
  • 12.
  • 13. Tip 3: Think About Conversion
  • 14.
  • 15.
  • 16. Tip 4: Measure Your Results
  • 17.
  • 18. Tip 5: Test, Test and Then Test Some More
  • 20.
  • 21. Tip 6: Take Advantage Of Free Online Tools
  • 22.
  • 25. Tip 7: Never Stop Optimizing
  • 26.
  • 27. Measure All Visitors and Leads
  • 28. Tip 8: Using Content To Target Specific Markets
  • 29. 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
  • 30.
  • 31.
  • 32. Tip 9: Analyze Opportunity #multifamilysms2014
  • 33. 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
  • 34. Tip 10: Get In The Mix #multifamilysms2014
  • 35.
  • 36. 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
  • 37.
  • 38. 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?”
  • 39.
  • 40.
  • 41. 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
  • 42.
  • 44. 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
  • 45. Visual Branding: The Home Depot 45
  • 46. Visual Branding: The Home Depot 46
  • 47. 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
  • 48. 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
  • 49. 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
  • 50. Tip 14: Repurpose Content • Cascade content across platforms • Shoot once, use thrice • Create photo collages • Tools: Pic Stitch, Diptic, Pixlr 50
  • 51. 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
  • 52. Tip 16: Leverage Analytics • Track engagement • Demographics • Popular content • Best times to post • Tools: • Facebook Insights • BlitzMetrics • Google Analytics Screenshot via BlitzMetrics 52
  • 53. Putting it all into action Ready? Let’s Do This! 53
  • 54. Over 2,000,000 photos have been uploaded to Houzz and there are over 14,000,000 users every month. 54
  • 55. Tip 17: Change the Conversation Thomas Pheasant 55
  • 58. Tip 18: Raise Your Ranking 58
  • 60. Under the Hood: Houzz Optimization 60
  • 61. Pinterest generates more referral traffic to business websites than YouTube, Google+ and LinkedIn COMBINED! 61
  • 62. Tip 19: Create a Business Account 62
  • 63. Under the Hood: Pinterest Analytics 63
  • 64. 130 million people enjoy this photo sharing app 64
  • 65. Tip 20: Share a Variety of Content or Stick to a Clear Theme 65
  • 66. Tip 21: Tag People You Know 66
  • 67. Bonus Tip: Be a Good Community Member • Share valuable information • Interact and help • Give credit where credit is due! 67
  • 68. • 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

Editor's Notes

  1. Geospecific content is the most important type of content in our space. Get to know your consumers and your markets
  2. Example
  3. What is the opportunity for finding new business on the social Web? How do you connect with social customers?
  4. There’s a huge opportunity margin
  5. You’ve recognized reach and opportunity factors and you have great content to support your activity. What now?
  6. Filler slide
  7. DO’s and DON’Ts of engaging with social customers
  8. Filler slide
  9. DO’s and DON’Ts of engaging with social customers
  10. Filler slide
  11. Filler slide
  12. DO’s and DON’Ts of engaging with social customers
  13. Focus on the ease and quickness of how great social media engagement can close business. Empathize with the collective struggle the room has been through or the hours put in to conversations just to have results like that which happened in a matter of minutes.
  14. Share ideas and communicate more easily
  15. Everyones ideas are different
  16. Listen and Learn – one of the most popular photos on houzz
  17. Complete your profile
  18. Get reviews – search of atlanta landscape designers