Session 3 Near
Upcoming SlideShare
Loading in...5
×
 

Session 3 Near

on

  • 1,011 views

 

Statistics

Views

Total Views
1,011
Views on SlideShare
991
Embed Views
20

Actions

Likes
0
Downloads
3
Comments
0

1 Embed 20

http://www.realestateseo1.com 20

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Session 3 Near Session 3 Near Presentation Transcript

    • At the intersection of Real Estate, Marketing, and Technology Presented by: David Friedman, Founder & President Web Presence Management & Optimization 3/16/09
    • Overview
      • Review Sessions 1 & 2
      • Media types
      • Black box of traditional media
      • Understanding ROI
      • Conversions
      • Transparency
      • How to know which media is working and which is working better
      • Budget allocation
      • Questions
      www.bostonlogic.com
    • Complete Online Sales Process Your website www.bostonlogic.com CRM
    • Search Engines
    • Pay Per Click Ads
      • Ad Format
        • Headline – 25 Characters
        • Line 2 – 35 Characters
        • Line 3 – 35 Characters
        • Website Address
      www.bostonlogic.com
    • PPC Management
      • Split Testing
      • Run two ads for the same term
      • Keep the ad with the better click through rate.
      • Great way to test advertizing copy
      • Budget Allocation
      • Adjust bids to achieve better cost/lead
      • Remember, placement isn’t everything.
      • Allocate budget for terms that give the best results.
      www.bostonlogic.com Continue to maintain the user experience on the landing page
    • Page Code and Content
      • <Head> (Mostly Invisible)
        • Title Tag
        • Description Tag
        • Keyword Tag (Less important)
      • <Body>
        • <H1> Headline Tag
        • <H2> Sub-headline
        • Paragraph Text
          • Bold
          • Underlined
        • Links
        • Link Text
      • Voting/Counting
      • Keyword density
      • Keyword Prominence
      www.bostonlogic.com
    • Linking
      • Internal Link Structure
        • Links between pages on your website
        • Pyramid, tell the search engines where to do
      • Inbound links
        • Links from other websites to your site
        • Link Popularity
        • Relevancy, you don’t want just any links
      www.bostonlogic.com Page 1: Worcester Real Estate Page 3: Worcester Real Estate Page 2: Worcester Real Estate
    • Traditional vs. Online Media
      • Traditional:
      • Newspaper
      • Magazines
      • Direct Mail
      • Radio
      • TV
      • Brochures
      • Billboards
      • Online:
      • Search Engine Optimization
      • Pay-Per-Click
      • Banner/Tower/PPM
      • Email Marketing
      • Social Media
    • Black Box
      • Toss money into the box and hope that business comes out on the other side.
      Leads Customers
    • A revolution in marketing
      • Traditionally: Pay up front for media
      • Newspaper ad
      • Radio time
      • Post Cards
      • PPM
      • Online media:
      • PPC: Only Pay for the effective media
      • SEO: Free medium
      • eMail marketing: Cost/user is Virtually $0
      • Social Media: Free Medium
      • Low production costs
      Marketing Expenses: Production $$$ + Media $$$ Capital Expenditures + Operating Expenses
    • Impressions and Conversion
      • Traditional Media, what do we know?
        • Impressions = The number of people who see an ad…Sometimes.
          • Newspaper Circulation
          • Radio Listeners
          • Pieces of direct mail
        • Sometimes we know:
        • Conversions = The number of people who contact me as a result of seeing my ad
      • Online Media:
        • I know exactly how many impressions I had
        • I know exactly how many click-throughs my site received
        • I know exactly how many users converted into leads
      • Results accountability: Online media make the black box transparent.
      Impressions and Conversion
    • The Math
      • Conversion Rate = Leads / Visitors
      • How effective is my site?
      • Cost Per Click = Ad Buy / Clicks
      • How expensive is the media?
      • CTR = Clicks / Impression
      • How effective is my ad
      • Cost Per Lead = CPC / Conversion Rate
      • How effective is the media at bringing me business?
      www.bostonlogic.com
    • Evaluating Media Media Impressions Clicks CTR CPC Cost Conversion Rate Leads Cost/Lead PPC                 - Somerville Condos 2000 100 5.0% $0.75 $75.00 5% 5 $15.00 - Somerville Homes 3000 300 10.0% $0.40 $120.00 4.40% 13.2 $9.09 - Arlington Real Estate 4000 40 1.0% $1.00 $40.00 4% 1.6 $25.00 Website 1 5000 20 0.4% $10.00 200 10% 2 $100.00 Website 2 4000 80 2.0% $3.75 300 6.50% 5.2 $57.69                   Newspaper 100000   ? ? ? $500 ? 10 $50 Direct mail 500 ? ? ? $500 ? 4 $125
    • Black Box Becomes Transparent!
      • Divert your budget to the media that work!
      • Use the indicators to hone your campaign
      • Achieve a superior return on your marketing dollar!
      Leads Customers
    • Questions
      • ? ? ? ?
      This presentation will be online at: RealEstateSEO1.com www.bostonlogic.com