Social Outreach Versus Social Marketing; Is There a Difference?

April 2, 2012
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We have logged nearly (2,000) blog posts at The Urbane Life on line magazine. The blog continues to be the hub of our social marketing at Urbane Apartments. From day one I have been adamant that writers can write about anything they are passionate about. We love to highlight local businesses and events, and generally focusing on things that our target demographic may find interest in. The only thing that the writers cannot write about is Urbane Apartments. In fact, other than an inbound link at the end of the article, there was nothing about our apartment business anywhere on the site. I think that is a missed opportunity, and we are changing our direction.

We have added a series of opt in information tabs about our core business, including photos, videos, and reviews. Blog readers can take a look, or not, but the information is out there in one more spot to help with brand awareness.

Pictures and Graphics are all the Craze 

We have been late to the Pinterest party. Many of our multifamily peers have touted the SEO benefits of this picture craze for some time now. We have started setting up  accounts,”pinning” and creating friends and followers. We are taking the approach to NOT push the traffic to the parent web site, but instead push the traffic to the blog site.

At the Urbane Lab, we test market things on our own portfolio first to see what works best. What we have done with our Urbane Life experiment, with significant, measurable results is create Pinterest Boards that match the same categories as are on the blog. As the girls “pin” pictures, the url of the picture is changed to match that of the corresponding url of that blog category, therefore driving the participant that clicks through back to our blog, onto the landing page of that specific category.

 We are seeing two exciting trends with this;

1) Our direct web traffic to our UrbaneApts.com is increasing every month, meaning folks know us and are looking for us specifically. Brand Awareness is growing each month.

2) More and more prospects are telling us they are a Facebook Fan and follow us there. This is a big deal, as they already know us (or they think they do) before seeing our product. We have created a virtual connection way, way before the sale.

3) The leasing funnel has expanded, meaning prospects know us months or years before either A) Leasing from us, or B) Recommending us to a friend.

The Sales Funnel is Expanding 

My point being, companies need to respond to that lead nurturing in a cost effective way. That said, done right, you evidentially create a leads funnel large enough to self support your business leads needs. We believe Pinterest is an excellent lead nurturing tool.

 

 

 

Eric Brown

Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience. He also established Urbane Media, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine. You can connect with Urbane_Media on Twitter. Eric also writes regular articles for the following publications;  Multi Housing News Social Media Examiner Search Engine Guide

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