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  • 1. At the intersection of Real Estate, Marketing, and Technology Presented by: David Friedman, Founder & President Web Presence Management & Optimization 3/16/09
  • 2. 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
  • 3. Complete Online Sales Process Your website www.bostonlogic.com CRM
  • 4. Search Engines
  • 5. Pay Per Click Ads
    • Ad Format
      • Headline – 25 Characters
      • Line 2 – 35 Characters
      • Line 3 – 35 Characters
      • Website Address
    www.bostonlogic.com
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. Black Box
    • Toss money into the box and hope that business comes out on the other side.
    Leads Customers
  • 11. 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
  • 12. 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
  • 13.
    • 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. Questions
    • ? ? ? ?
    This presentation will be online at: RealEstateSEO1.com www.bostonlogic.com