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Homebuilders - Transferring Your Brand & Marketing Programs Online

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Presentation on online marketing for the homebuilder industry from PCBC 2010 presented by Jon Bailey, CEO at Bailey Gardiner and Jay Baer, Convince and Convert.

Presentation on online marketing for the homebuilder industry from PCBC 2010 presented by Jon Bailey, CEO at Bailey Gardiner and Jay Baer, Convince and Convert.

Published in Business , Technology
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Transcript

  • 1. A Whole New World: Transferring Your Brand & Marketing Programs Online Jon Bailey + Jay Baer @jonjonbailey + @jaybaer #pcbc2010
  • 2. Letʼs face it. Itʼs a whole new world. Homebuilder marketing is vastly changed Buyers are behaving differently Resources are completely challenged Outlets are unfamiliar
  • 3. Homebuyers behavior 87% start their search online 100 million people reading blogs Online ad revenue up 11% in 2010 Newspaper circulation down 20% in 2009 80% of computer users active in social media
  • 4. How are homebuilders adapting?
  • 5. Typical Homebuilder Spending in 2006 5% PR 10% Events 60% Print Ads 5% Online Advertising 5% Email 5% Signage / Directionals 10% Brochures / Collateral
  • 6. Typical Homebuilder Spending in 2010 5% PR 5% Print Ads 5% Brochures / Collateral 15% Social Media 5% Signage / Directionals 15% Email 50% Online Advertising
  • 7. Consumer Intent Funnel
  • 8. Consumer Intent Funnel Online Ads Print/Digital Integrated Ads Search Ads Content Creation Mobile QR Codes Retargeting Ads Social Media Email Intent to Purchase
  • 9. Tier One: Low Obvious Purchase Intent
  • 10. Integrated Traditional and Digital
  • 11. Integrated Traditional and Digital
  • 12. Integrated Traditional and Digital
  • 13. Targeting with Ad Networks Vertical Serve banner advertising through websites that cater to the target market such as shopping and sports/outdoor categories Contextual Serve banner advertising when relevant content is viewed Behavioral Serve banner advertising when specific behaviors are displayed Build online profile of typical consumer
  • 14. Targeting with Ad Networks Vertical Serve banner advertising through websites Category that cater to the target market such as shopping and sports/outdoor categories Contextual Contextual Serve banner advertising when relevant Behavioral content is viewed Retargeting Behavioral Serve banner advertising when specific behaviors are displayed Build online profile of typical consumer
  • 15. Tools You Can Use Quantcast Compete
  • 16. Tier Two: Moderate Purchase Intent
  • 17. PPC (paid) PPC SEO (natural) (paid) 67% 33%
  • 18. Improve Results with Focused Landing Pages (and testing)
  • 19. Improve Results with Focused Landing Pages (and testing)
  • 20. Video is 52X More Likely to be on first page of Google results than a Web page
  • 21. Content Isnʼt King. Optimized Content is King.
  • 22. Tools You Can Use Google Optimizer TubeMogul
  • 23. Tier Three: Meaningful Purchase Intent
  • 24. Events
  • 25. Events
  • 26. Retargeting Place a retargeting pixel on your website to “follow” visitors Data mine: determine where people are clicking-through to get to the site and under what conditions Serve ads to people who visit site
  • 27. Geo-Based Apps
  • 28. Geo-Based Apps
  • 29. QR Codes
  • 30. Tools You Can Use Fetchback Foursquare.com/business
  • 31. Tier Four: Post Transaction Loyalty and Retention
  • 32. Social Media Gives Consumers Power
  • 33. Twitter Hit 100 Million Users this Summer
  • 34. Twitter Hit 100 Million Users this Summer At 2 million tweets per hour
  • 35. It Keeps Growing As of June 2010, Facebook has a total of 500 millions users worldwide. If it were a country, that would make Facebook the 3rd most populous country in the world. 500,000,000
  • 36. Critical Ingredients to a Successful Social Media Presence Strategy Dedicated Team
  • 37. Email Customized content Subscriber activity tracked in detail Insights leveraged to react to & anticipate customer behavior
  • 38. Tie Email Together with Social
  • 39. Make Email Sharable
  • 40. Tools You Can Use Swix Flowtown
  • 41. Now Go Do It!
  • 42. BuilderSocialBlog.com