Mary McKnight: Inbound Marketing Presentation

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Inbound Marketing presentation given Sept 30, 2009 covering SEO, SEM, PPC, social networking, blogging and email marketing. This is a concise and complete plan for small business online marketing.

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  • Erica asked me to come here and talk about social media. However, since this is my last RE presentation, I thought I’d give you a top down complete look at online marketing and where social networking fits into your overall plan so you can avoid a common REnet symptom of social not working. If you don’t know me, then here’s the low down. I focus on the only important thing in online marketing – the lead. I use all the channels on the Internet that return ROI, and I don’t care about the ones that don’t return results even if I am popular there. So, this won’t be your typical SEO/social networking presentation. This is the overall strategy for your online marketing plan.
  • What does any of that mean? We as a planet are more connected, we can communicate with each other better through the power of technology and because of technology our collective mindset has changed in the ways we want to be sold. Instead of being sold, we want to find what we want to buy. So, as a marketer, you need to be aware that people want to be pushed less and pulled more – meaning you need to attract them to your business more. The customer needs to find you instead of you finding the customer. The good news is Inbound or attraction marketing is far less expensive than the traditional outbound marketing so you can se ROI much sooner.
  • This is a 2008 study of small businesses. What does it mean? If we know what percentage of leads come from each source we know where to focus out time and money. A total of 51% of your time and dollars should be dedicated to your online marketing.
  • Mary McKnight: Inbound Marketing Presentation

    1. 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. 2. 2009 State of Technology Mary McKnight, rebloggirl@gmail.com
    3. 3. <ul><li>Outbound Marketing </li></ul><ul><li>Inbound Marketing </li></ul>The Shift in the Sales Process Mary McKnight, rebloggirl@gmail.com
    4. 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. 5. <ul><li>On Page SEO </li></ul><ul><li>Off Page SEO </li></ul><ul><li>Domain & URL structure </li></ul><ul><li>Title tags & meta data </li></ul><ul><li>Rich, relevant content with strong internal and external linking </li></ul><ul><li>Backlinks from authoritative domains with quality anchor text </li></ul>SEO – 16% of leads Mary McKnight, rebloggirl@gmail.com
    6. 6. Search Volume <ul><li>Google :: 70.93% </li></ul><ul><li>Yahoo :: 16.58% </li></ul><ul><li>Bing :: 8.91% </li></ul><ul><li>Ask :: 2.54% </li></ul><ul><li>AOL :: .28% </li></ul><ul><li>*Data from Hitwise.com 2009 Search Study </li></ul><ul><li>*Chart from SEOmoz 2009 Ranking Factors </li></ul>Mary McKnight, rebloggirl@gmail.com
    7. 7. What is natural first page Google placement worth? <ul><li>1. 56% of clicks </li></ul><ul><li>2. 13% of clicks </li></ul><ul><li>3. 10% of clicks </li></ul><ul><li>4. 4% of clicks </li></ul><ul><li>5. 5% of clicks </li></ul><ul><li>6. 3% of clicks </li></ul><ul><li>7. .4% of clicks </li></ul><ul><li>8. 3% of clicks </li></ul><ul><li>9. 1% of clicks </li></ul><ul><li>10. 3% of clicks </li></ul>Mary McKnight, rebloggirl@gmail.com
    8. 8. Finding the right keywords <ul><li>Make sure the keywords you are targeting have value. </li></ul><ul><li>Use research tools like SEO Book’s Keyword Tool </li></ul><ul><li>Determine the traffic value of #1 position for a prime keyword using this formula :: </li></ul><ul><li>Total Daily Traffic for Keyword x 56% = Total Estimated Traffic to Site </li></ul><ul><li>Ex. 159 x 56% = 89 visitors per day from Google </li></ul>Mary McKnight, rebloggirl@gmail.com
    9. 9. <ul><li>Database Collection </li></ul><ul><li>Outbound Efforts </li></ul><ul><li>Website/blog RSS feed </li></ul><ul><li>Newsletter </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook fans and groups </li></ul><ul><li>Specialized db of past clients & prospects </li></ul><ul><li>Only send something when you have something important to say </li></ul><ul><li>Group contacts based on interest or type and message them with targeted content </li></ul><ul><li>Always include a call to action that links back to your lead generator </li></ul><ul><li>Keep messages short and use accepted copywriting practices </li></ul>Email Marketing – 14% of leads Mary McKnight, rebloggirl@gmail.com
    10. 10. Fast Facts <ul><li>80% of consumers subscribe to permission-based email messages from companies. </li></ul><ul><li>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. </li></ul><ul><li>U.S. Internet users spend 15% of total Internet time one mail. </li></ul><ul><li>JupiterResearch forecasted that email marketing spending will grow to $2.1 billion by 2010 in the United States. </li></ul><ul><li>According to Forrester, the value of the email marketing market will grow by 12% per annum, hitting $2.3 billion in 2012. </li></ul><ul><li>Email has among the highest return on investment (ROI) index of all marketing channels. </li></ul>Mary McKnight, rebloggirl@gmail.com
    11. 11. Resources <ul><li>www.salesforce.com </li></ul><ul><li>www.constantcontact.com </li></ul><ul><li>www.getresponse.com </li></ul><ul><li>www.emailflyerads.com </li></ul><ul><li>www.verticalresponse.com </li></ul><ul><li>www.sharperagent.com </li></ul><ul><li>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) </li></ul><ul><li>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” </li></ul><ul><li>Graphical call to actions are 10 times more likely to be clicked than text links on both email and your website </li></ul><ul><li>Touch or drip email campaigns of 8 emails per year create 30% more business per annum from your existing database. </li></ul>Mary McKnight, rebloggirl@gmail.com
    12. 12. Authentic Messages Create Customers Mary McKnight, rebloggirl@gmail.com
    13. 13. <ul><li>Why Pay for Traffic? </li></ul><ul><li>Best Practices </li></ul><ul><li>Pay Per Click Campaigns on Google generate immediate targeted traffic to your site </li></ul><ul><li>If implemented correctly they have very high conversion rates </li></ul><ul><li>Set a budget based on keyword value </li></ul><ul><li>Hire an AdWords professional (typical fee 15% of campaign) </li></ul><ul><li>Direct PPC traffic to conversion landing pages, NOT your home page! </li></ul><ul><li>Use split testing for ads </li></ul><ul><li>Use geo targeting for ad buys </li></ul><ul><li>Measure your results </li></ul>PPC – 13% of leads Mary McKnight, rebloggirl@gmail.com
    14. 14. <ul><li>Conversion Page </li></ul><ul><li>Conversion Paths </li></ul><ul><li>Conversion pages are designed to “convert visitors to customers” </li></ul><ul><li>They offer little text and many places to “take action” that result in generating a lead or a sale </li></ul><ul><li>Ideally, there is little else a visitor can do on a conversion page other than take action and convert </li></ul>What Kind of Pages Do You Buy Traffic To? Mary McKnight, rebloggirl@gmail.com
    15. 15. Facts & Tools <ul><li>Adwords Traffic Estimator </li></ul><ul><li>28% of all search traffic in Google goes to the sponsored paid links </li></ul><ul><li>The #1 position is not always the most profitable in PPC </li></ul><ul><li>The combination of first page natural and paid search can increase your traffic by more than 300% </li></ul>Mary McKnight, rebloggirl@gmail.com
    16. 16. <ul><li>The Networks To Use </li></ul><ul><li>Productivity Tools </li></ul><ul><li>Facebook – 300M </li></ul><ul><ul><li>Personal Page </li></ul></ul><ul><ul><li>Business Page </li></ul></ul><ul><ul><li>Group </li></ul></ul><ul><li>Twitter – 44.5M </li></ul><ul><ul><li>Sharing </li></ul></ul><ul><ul><li>Conversation </li></ul></ul><ul><li>LinkedIn – 43M </li></ul><ul><ul><li>Business Growth </li></ul></ul><ul><ul><li>Talent </li></ul></ul><ul><ul><li>Employment </li></ul></ul><ul><li>49 Amazing Social Networking Stats </li></ul><ul><li>Friend Feed </li></ul><ul><ul><li>Aggregates social content </li></ul></ul><ul><ul><li>Pushes content to Twitter </li></ul></ul><ul><li>Google Reader </li></ul><ul><ul><li>RSS reader </li></ul></ul><ul><ul><li>Allows you to share content </li></ul></ul><ul><li>Tweet Deck </li></ul><ul><ul><li>Desktop/mobile Twitter client </li></ul></ul><ul><ul><li>Allows you to publish to multiple accounts </li></ul></ul>Social Networking – 8% of leads Mary McKnight, rebloggirl@gmail.com
    17. 17. Action Items <ul><li>ALWAYS fully fill out your social profile and include your web address. </li></ul><ul><li>Talk to others 12 times more than you talk about yourself </li></ul><ul><li>Aggregate and distribute your content among your social profiles for efficiency </li></ul><ul><li>Network UP not laterally (AKA DON’T SOCIALIZE WITH OTHER REALTORS) </li></ul><ul><li>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 </li></ul><ul><li>Tools like Facebook, MySpace and Twitter, when used correctly can increase that number 10 fold </li></ul><ul><li>Social networks can be used effectively to drive traffic and business back to you and your website </li></ul>Mary McKnight, rebloggirl@gmail.com
    18. 18. Facebook <ul><li>Most affluent users of any social network </li></ul><ul><li>300 million users </li></ul><ul><li>The largest group of users is over 25 years old </li></ul><ul><li>System offers advertising, group and business page creation and the ability to segment “friends” for targeted messaging </li></ul>Mary McKnight, rebloggirl@gmail.com
    19. 19. Facebook Strategies <ul><li>Personal Page (Wall) </li></ul><ul><li>Business Fan Page (customized with www.Involver.com ) </li></ul><ul><li>Local business or real estate group with regular messaging </li></ul><ul><li>Continued “friend” acquisition </li></ul><ul><li>Organize your friends into lists so you can message them appropriately </li></ul><ul><li>The name of the game is sharing things that interesting to your industry and business and to you personally! </li></ul>Mary McKnight, rebloggirl@gmail.com
    20. 20. Twitter <ul><li>44.5 million users </li></ul><ul><li>1382% growth in usage from Feb 08- Feb 09 </li></ul><ul><li>81% are 25+ years old (median age – 31) </li></ul><ul><li>58% have a college degree </li></ul><ul><li>53% female </li></ul><ul><li>35% live in urban areas </li></ul><ul><li>55% live in suburban areas </li></ul><ul><li>83% of users earn more than $30K/year </li></ul><ul><li>10% of users earn more than $75K/year </li></ul><ul><li>* Twitter Statistics </li></ul>Mary McKnight, rebloggirl@gmail.com <ul><li>This is Twitter on the web </li></ul><ul><li>Not easy to use </li></ul><ul><li>Does not update in real time </li></ul><ul><li>This is Twitter in TweetDeck </li></ul><ul><li>View conversations </li></ul><ul><li>Multiple column views </li></ul><ul><li>Multiple accounts </li></ul><ul><li>Real-time updates </li></ul>
    21. 21. What to Tweet <ul><li>Talk to others 12 times more than you talk about yourself </li></ul><ul><li>Share content you find online (select a mix of things you find personally and professionally interesting) </li></ul><ul><li>NETWORK UP by talking to people you would LIKE to meet. </li></ul>Mary McKnight, rebloggirl@gmail.com
    22. 22. Viral Videos Create Traffic & Brand Value Mary McKnight, rebloggirl@gmail.com
    23. 23. Viral Content <ul><li>Very little of what goes on in the RE world is “viral” </li></ul><ul><li>Here are some examples: </li></ul><ul><li>Crisis of Credit Visualized </li></ul><ul><li>Drunkonomics </li></ul><ul><li>25 People to Blame for the Financial Crisis </li></ul><ul><li>When creating viral content – look for inspiration from sites that do it all the time: </li></ul><ul><li>www.cracked.com </li></ul><ul><li>www.twitter.com/shitmydadsays </li></ul><ul><li>www.textsfromlastnight.com </li></ul><ul><li>www.collegehumor.com </li></ul><ul><li>http://digg.com (look in the offbeat section) </li></ul><ul><li>Often, retweeting or sharing funny youtube or posts from around the internet is good enough to garner some viral value in your sphere. </li></ul>Mary McKnight, rebloggirl@gmail.com
    24. 24. Measuring Your ROI <ul><li>Use a tool like VisiStat, Mint or Google Analytics to track web traffic, clicks and conversion </li></ul><ul><li>Regularly check your competitor’s sites through Alexa and Compete </li></ul><ul><li>Monthly check your website’s SEO with WebsiteGrader and SEOcentral </li></ul><ul><li>Closely monitor your search position for keywords, incoming links and traffic from search engines </li></ul><ul><li>If your traffic grows but your conversion does not, consider hiring a professional to analyze your website for landing page optimization and conversion psychology </li></ul><ul><li>If your traffic begins to decrease, immediately hire an SEO to analyze your site as this can be an indicator of serious problems </li></ul>Mary McKnight, rebloggirl@gmail.com
    25. 25. <ul><li>BOOK ME TODAY FOR A FULL WEBSITE ANALYSIS AND 1 HR CONSULT FOR $150. </li></ul><ul><li>THIS IS A ONE TIME OFFER. AFTER OCTOBER 1, 2009, I AM NO LONGER AVAILABLE IN THE REAL ESTATE SPACE AND HAVE AN EXCLUSIVE AGREEMENT WITH WWW.KEVINTOMLINSON.COM </li></ul><ul><li>TO BOOK MY TIME, PLEASE EMAIL ME AT [email_address] </li></ul><ul><li>UNTIL 12PM EST ON SEPT 30, 2009. </li></ul>Mary McKnight Mary McKnight, rebloggirl@gmail.com

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