1.MARY MCKNIGHT INTERNET MARKETING DIRECTOR FUEL RECORDS, EMI PRIVATE CONSULTING CONTACT INFO: [email_address] PHONE:: 321-442-3872 HTTP://WWW.FACEBOOK.COM/MARYTMCKNIGHT HTTP://FRIENDFEED.COM/REBLOGGIRL HTTP://TWITTER.COM/REBLOGGIRL Intro to Inbound Marketing Mary McKnight, rebloggirl@gmail.com

2. 2009 State of Technology Mary McKnight, rebloggirl@gmail.com 3.

Outbound Marketing

Inbound Marketing

The Shift in the Sales Process Mary McKnight, rebloggirl@gmail.com 4. Where do leads come from? If 51% of your leads come from your online efforts, 51% of time and money should be dedicated to your online strategies.Mary McKnight, rebloggirl@gmail.com 5.

On Page SEO

Off Page SEO

Domain & URL structure

Title tags & meta data

Rich, relevant content with strong internal and external linking

Backlinks from authoritative domains with quality anchor text

SEO 16% of leads Mary McKnight, rebloggirl@gmail.com 6. Search Volume

Google :: 70.93%

Yahoo :: 16.58%

Bing :: 8.91%

Ask :: 2.54%

AOL :: .28%

*Data from Hitwise.com2009 Search Study

*Chart from SEOmoz2009 Ranking Factors

Mary McKnight, rebloggirl@gmail.com 7. What is natural first page Google placement worth?

1. 56% of clicks

2. 13% of clicks

3. 10% of clicks

4. 4% of clicks

5. 5% of clicks

6. 3% of clicks

7. .4% of clicks

8. 3% of clicks

9. 1% of clicks

10. 3% of clicks

Mary McKnight, rebloggirl@gmail.com 8. Finding the right keywords

Make sure the keywords you are targeting have value.

Use research tools likeSEO Books Keyword Tool

Determine the traffic value of #1 position for a prime keyword using this formula ::

Total Daily Traffic for Keyword x 56% = Total Estimated Traffic to Site

Ex. 159 x 56% = 89 visitors per day from Google

Mary McKnight, rebloggirl@gmail.com 9.

Database Collection

Outbound Efforts

Website/blog RSS feed

Newsletter

Twitter

Facebook fans and groups

Specialized db of past clients & prospects

Only send something when you have something important to say

Group contacts based on interest or type and message them with targeted content

Always include a call to action that links back to your lead generator

Keep messages short and use accepted copywriting practices

Email Marketing 14% of leads Mary McKnight, rebloggirl@gmail.com 10. Fast Facts

80% of consumers subscribe to permission-based email messages from companies.

71% of U.S. online marketers have used email marketing in the past 12 months, and an additional 12 percent plan to use it within the next 12 months.

U.S. Internet users spend 15% of total Internet time one mail.

JupiterResearch forecasted that email marketing spending will grow to $2.1 billion by 2010 in the United States.

According to Forrester, the value of the email marketing market will grow by 12% per annum, hitting $2.3 billion in 2012.

Email has among the highest return on investment (ROI) index of all marketing channels.

Mary McKnight, rebloggirl@gmail.com 11. Resources

www.salesforce.com

www.constantcontact.com

www.getresponse.com

www.emailflyerads.com

www.verticalresponse.com

www.sharperagent.com

Be sure to include a link to your property search and lead generator in the signature line of your email (this link is 10 times more likely to be clicked than a link to your homepage)

Make your email signature a call to action! The best call to actions are specific like search 143K homes for sale in Orlando today or save $120K on recent foreclosed homes now

Graphical call to actions are 10 times more likely to be clicked than text links on both email and your website

Touch or drip email campaigns of 8 emails per year create 30% more business per annum from your existing database.

Mary McKnight, rebloggirl@gmail.com 12. Authentic Messages Create Customers Mary McKnight, rebloggirl@gmail.com 13.

Why Pay for Traffic?

Best Practices

Pay Per Click Campaigns on Google generate immediate targeted traffic to your site

If implemented correctly they have very high conversion rates

Set a budget based on keyword value

Hire an AdWords professional (typical fee 15% of campaign)

Direct PPC traffic to conversion landing pages, NOT your home page!

Use split testing for ads

Use geo targeting for ad buys

Measure your results

PPC 13% of leads Mary McKnight, rebloggirl@gmail.com 14.

Conversion Page

Conversion Paths

Conversion pages are designed to convert visitors to customers

They offer little text and many places to take action that result in generating a lead or a sale

Ideally, there is little else a visitor can do on a conversion page other than take action and convert

What Kind of Pages Do You Buy Traffic To? Mary McKnight, rebloggirl@gmail.com 15. Facts & Tools

Adwords Traffic Estimator

28% of all search traffic in Google goes to the sponsored paid links

The #1 position is not always the most profitable in PPC

The combination of first page natural and paid search can increase your traffic by more than 300%

Mary McKnight, rebloggirl@gmail.com 16.

The Networks To Use

Productivity Tools

Facebook 300M

• Personal Page

• Business Page

• Group

Twitter 44.5M

• Sharing

• Conversation

LinkedIn 43M

• Business Growth

• Talent

• Employment

49 Amazing Social Networking Stats

Friend Feed

• Aggregates social content

• Pushes content to Twitter

Google Reader

• RSS reader

• Allows you to share content

Tweet Deck

• Desktop/mobile Twitter client

• Allows you to publish to multiple accounts

Social Networking 8% of leads Mary McKnight, rebloggirl@gmail.com 17. Action Items

ALWAYS fully fill out your social profile and include your web address.

Talk to others 12 times more than you talk about yourself

Aggregate and distribute your content among your social profiles for efficiency

Network UP not laterally (AKA DONT SOCIALIZE WITH OTHER REALTORS)

Prior to the advent of online social networks, the accepted Dunbar number (average number of friends a single person can keep in touch with) was 150

Tools like Facebook, MySpace and Twitter, when used correctly can increase that number 10 fold

Social networks can be used effectively to drive traffic and business back to you and your website

Mary McKnight, rebloggirl@gmail.com 18. Facebook

Most affluent users of any social network

300 million users

The largest group of users is over 25 years old

System offers advertising, group and business page creation and the ability to segment friends for targeted messaging

Mary McKnight, rebloggirl@gmail.com 19. Facebook Strategies

Personal Page (Wall)

Business Fan Page (customized withwww.Involver.com )

Local business or real estate group with regular messaging

Continued friend acquisition

Organize your friends into lists so you can message them appropriately

The name of the game is sharing things that interesting to your industry and business and to you personally!

Mary McKnight, rebloggirl@gmail.com 20. Twitter

44.5 million users

1382% growth in usage from Feb 08- Feb 09

81% are 25+ years old (median age 31)

58% have a college degree

53% female

35% live in urban areas

55% live in suburban areas

83% of users earn more than $30K/year

10% of users earn more than $75K/year

* Twitter Statistics

Mary McKnight, rebloggirl@gmail.com