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Mary McKnight, [email protected]
MARY MCKNIGHTINTERNET MARKETING DIRECTOR
FUEL RECORDS, EMI
P R I VAT E C O N S U LT I N G C O N TA C T I N F O :R E B L O G G I R L @ G M A I L . C O M
P H O N E : : G I V E N U P O N R E Q U E S T
H TT P : / / W W W. FA C E B O O K . C O M / M A R Y T M C K N I G H TH TT P : / / F R I E N D F E E D. C O M / R E B L O G G I R L
H TT P : / / T W I TT E R . C O M / R E B L O G G I R L
Intro to Inbound Marketing
Mary McKnight, [email protected]
Outbound Marketing Inbound Marketing
The Shift in the Sales Process
Mary McKnight, [email protected]
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, [email protected]
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, [email protected]
Search Volume
Google :: 70.93%
Yahoo :: 16.58%
Bing :: 8.91%
Ask :: 2.54%
AOL :: .28%
•*Data from Hitwise.com 2009 Search Study
•*Chart from SEOmoz 2009 Ranking Factors
Mary McKnight, [email protected]
What is 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, [email protected]
Finding the right keywords
Make sure the keywords you are targeting have value.
Use research tools like SEO Book’s 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, [email protected]
Database Collection Outbound Efforts
Website/blog RSS feed
NewsletterTwitterFacebook fans and
groupsSpecialized 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, [email protected]
Fast Facts80% 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, [email protected]
Resourceswww.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, [email protected]
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, [email protected]
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, [email protected]
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, [email protected]
The Networks To Use Productivity Tools
Facebook – 300MPersonal PageBusiness PageGroup
Twitter – 44.5MSharingConversation
LinkedIn – 43MBusiness GrowthTalentEmployment
49 Amazing Social Networking Stats
Friend FeedAggregates social contentPushes content to Twitter
Google ReaderRSS readerAllows you to share content
Tweet DeckDesktop/mobile Twitter
clientAllows you to publish to
multiple accounts
Social Networking – 8% of leads
Mary McKnight, [email protected]
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 DON’T 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, [email protected]
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, [email protected]
Facebook Strategies
Personal Page (Wall)
Business Fan Page (customized with www.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, [email protected]
Twitter44.5 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
This is Twitter on the web
•Not easy to use
•Does not update in real time
This is Twitter in TweetDeck
•View conversations
•Multiple column views
•Multiple accounts
•Real-time updates
Mary McKnight, [email protected]
What to Tweet
Talk to others 12 times more than you talk about yourself
Share content you find online (select a mix of things you find personally and professionally interesting)
NETWORK UP by talking to people you would LIKE to meet.
Mary McKnight, [email protected]
Viral Content
Very little of what goes on in the RE world is “viral”
Here are some examples:
Crisis of Credit Visualized
Drunkonomics
25 People to Blame for the Financial Crisis
When creating viral content – look for inspiration from sites that do it all the time:
www.cracked.comwww.twitter.com/shitmydadsayswww.textsfromlastnight.comwww.collegehumor.comhttp://digg.com (look in the
offbeat section)Often, retweeting or sharing
funny youtube or posts from around the internet is good enough to garner some viral value in your sphere.
Mary McKnight, [email protected]
Measuring Your ROI
Use a tool like VisiStat, Mint or Google Analytics to track web traffic, clicks and conversion
Regularly check your competitor’s sites through Alexa and Compete
Monthly check your website’s SEO with WebsiteGrader and SEOcentral
Closely monitor your search position for keywords, incoming links and traffic from search engines
If your traffic grows but your conversion does not, consider hiring a professional to analyze your website for landing page optimization and conversion psychology
If your traffic begins to decrease, immediately hire an SEO to analyze your site as this can be an indicator of serious problems
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