An overview of Inbound Marketing and how to adopt it in your community association management company.

1. Marketing your management company
using inbound marketing techniques.

2. Why We Do Marketing
Be Seen (Build Your Company’s Brand Awareness)
Get Found (Attract Prospective Customers)
Reach Out (Establish Relationships with Customers)
Keep Up (Keep your company competitive)
Represent (Manage your Company’s Reputation)

3. Your Message Isn’t Getting Through

4. Information Overload is Real
• In 1920 there was 1 radio station. In 2011, there
were 14,700
• In 1946, America had 12 broadcasting TV
stations. In 2011 there were over 1,700.
• In 1998, the average consumer saw or heard
approximately 3,000 marketing messages per
day. In 2014, there are 1,500 stories competing
to display in your Facebook feed every second.

5. Your customers and
potential customers are
too overloaded to care
about your business or
your marketing efforts.
They have their own
problems they are
trying to solve.

6. So How do you Reach Them?
Be Helpful!
• Solve a Problem
• Answer a Question
• Help Them Look Good
• Make Them Feel Good
• Genuinely Care About Them
• Make Their Life Easier

7. This is Inbound Marketing
Inbound Marketing focuses on
providing useful content that
pulls people to you where
they can choose to learn more
about your services on their
own.
(This is the new word of mouth)

8. Why Inbound?
Outbound “Traditional” Marketing
Pushes products or services
on customers
Communication is 1-way, like
a megaphone
Customers are sought out via
print, TV, radio, cold calls…
Provides little to no added
value
Inbound “Content” Marketing
Earns people’s interest
instead of buying it
Communication is 2-way
and interactive
Customers come to you via
search, referrals, social…
Educates and entertains

9. Who Should Do It?
Don’t leave your
marketing to an intern or
low level employee.
Nobody knows your
business, your services
and your customers better
than you do.

10. It Sounds Hard…
It doesn’t require a full
time job, a ton of money
or expensive tools.
You can use the tools you
currently have, and the
materials you are already
creating to start inbound
marketing.

11. Get Started in Inbound Marketing
1. Know Your Dream Client
2. Identify your keywords
3. Start a Blog
4. Develop useful content
5. Share with the world

12. Know Your Dream Client 1

13. A ball tossed into the air with
great finesse but without
intention is worthless.
It isn’t enough to just put
out content and hope it’s
useful.
You need to have a clear
understanding of exactly
who your customer is so you
can aim with intent to
attract the perfect audience
– your dream client.

14. Create a Persona Profile
• Create a profile that details
everything about the decision
maker at your dream client.
Give them a name, job, age,
kids, neighborhood, etc.
• In all things you publish, speak
directly to your dream client.
• Get Personal,
build a relationship!

16. Identify Keywords 2

17. How Will Your Dream Client Find You?
Take what you know
about your dream
client, and brainstorm a
list of words and phrases
that he or she would
search for.
(Don’t think, just write.
You can sort them later.)

18. Tips on Selecting Keywords…
• Be specific…
• Location
(cities, towns, neighborhoods…)
• Benefit
(why the board will be looking…)
• Problem
(issues the board is experiencing…)
• Long-tail
(question phrases in natural language…)
• Colloquial
(use non-professional language…)
HOA
Management
Phoenix
Cost effective
community
management
Arizona
Homeowners
association
Management
North Tempe
Professional
Community
Management
Scottsdale
HOA Financial
Management
Arizona
Community
association
accounting
services AZ
HOA Transition
from developer
Phoenix

19. What NOT to Do…
• Too broad
(Don’t go for overly broad terms like
‘Property Management’ – it’s too
expensive, and likely to net you a lot
of useless contacts.)
• Too generic
(Beware broad terms that have
alternate meanings. A term like ‘tops’
is more likely to net people looking for
clothing than community association
management software.)

20. What NOT to Do…
…especially if you are using these keywords for paid search
• Your company name
(This leads to navigational searches,
not new contacts. If the person
already knows your company, you
don’t need to pay for it.)
• Your competitors
(This ‘black hat’ trick can easily
backfire on you. Don’t be skeezy,
earn your clicks legitimately.)

21. Start a Blog 3

22. What is a Blog?
A blog is simply a collection of articles that live
online. The purpose of your blog is to provide
content that will be relevant and useful to your
dream client, using keywords that will make it
easy for your dream client to find your articles
online.

23. What do I need to start a blog?
• No special software or
expense necessary (use
articles or pages on your
existing website)
• Use your company’s URL
(Do not host on a blogging
service – you want to push
traffic to your website,
not someone else’s.)

24. Your Newsletter is the Key
• Most management companies are
already publishing an email
newsletter. Publish newsletter
articles on your blog instead.
• Your newsletter is only sent once
– via email. It has one chance to
work. Articles that live online
keep working for you over and
over – they are evergreen.

25. Blogging Tips
• Just like writing a newsletter, only spread over
time (…and feel free to double dip!)
•Write what you know
•Write like a human being (and to them!)
• Spend a lot LESS time tooting your own horn,
and a lot MORE time solving for the customer.
• Be consistent, but don’t spread yourself too thin

26. Develop Useful Content 4

27. What to Create
• Create resources that will
help your dream client solve
a problem or make a decision.
• Collect articles and create
an eBook
• Checklists or worksheets
• Quizzes or surveys

28. Give it away
Offer your content free on your website and blog
articles – collect contact information in
exchange. These names you collect are your new
prospects.

29. A Real-life Example

30. Share With the World 5

31. Promote Your Content
•With every new blog post
or content you release, be
sure to promote it!
• Facebook
• Twitter
• Google Plus
• LinkedIn Groups
• Popular Blogs (Comments)

33. You Still Have to do the Basics
• Build a website that represents your brand
• Do the basics of local SEO
• Set up and use social media accounts that you
know you can follow through with.

34. Check Your Website for these…
1. Brand Logo
2. Service Area
3. Easy to Find
Contact Info
4. Social Links
5. Clear Value
Proposition
6. Social Proof
7. Call to Action
8. Useful Content
1
2
2
3 4
5
6
7
8

35. Local SEO
• Google My Business
www.google.com/mybusiness
• Moz Local
http://moz.com/local

37. This presentation was first given at the 2014 TOPS
CAMfire Conference. Learn more about CAMfire at
www.camfireconference.com
For more helpful articles for community association
management professionals, visit the TOPS CAM Blog at:
http://camblog.topssoft.com