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Webcast: Online lead generation for commercial property marketers
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Webcast: Online lead generation for commercial property marketers


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This 15 minute webcast will provide you with practical examples of how you can generate leads online. The webcast will cover: …

This 15 minute webcast will provide you with practical examples of how you can generate leads online. The webcast will cover:

-An online marketing overview

-Online tools available to generate leads

-How to use your customer and buying cycle information to create a content marketing plan

-Measuring how effective your lead generation activity is

Published in: Real Estate, Business, Technology

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  • Royal Institution of Chartered Surveyors
  • Transcript

    • 1. Lead generation for commercial property marketers - Part 2 Justine Gillen Head of Marketing
    • 2. Part 1 recap
        • Definition of a qualified lead & how to manage them internally
        • Different sources that leads can come from
        • Framework for understanding our customers and leads more and why they work with us
    • 3. Agenda
      • Putting lead generation into practice:
        • Content marketing
        • Convert your understanding of the customer into content
        • Use your content to generate leads
        • Online lead generation tools & examples
    • 4. In Touch – Brian Caroll
    • 5. What is content marketing?
      • “ Content marketing is the creation of valuable, compelling and relevant content for a targeted audience, designed to maintain or create some kind of action”
      • Joe Pulizzi, founder of Junta42, a content marketing strategy firm
      • Something of interest to your prospective clients/clients which will motivate them to do something
    • 6. How do you do content marketing?
      • Knowing who your best prospects are and why
      • Understand what problems your business solves for them
      • Know what information you can supply to give value
    • 7. customer type & buying funnel Types of customers by function Point in the buying cycle     unaware aware Consideration decision Asset Manager what are their pain points? What useful information can I provide? How can my products help? What questions will they need answering at this stage?       Developer         Landlord        
    • 8. Create content that answers questions
      • Every click on an email or a web site is a question
      • Answer the questions that your different types of customers want answering
        • What unique information can you provide?
        • Can you create primary research that has real interest and value?
        • What can you tell your audience that they want to know?
      • Always make sure you ask for their details in exchange for the information
    • 9. Content formats
      • White paper
      • ‘ How to’ guide
      • Webcast or presentation
      • Video
      • Article
      • Blog post
    • 10.  
    • 11. Promote your content
      • Use all your promotional channels to tell people about your knowledge and content
        • Via Linkedin and other social media sites
        • Via email
        • On your website – banners, links, articles
        • Via other industry sites and channels read by your customers and prospective clients
      • Get people to register to read your research or industry information to build your contacts
    • 12. Direct lead generation
      • Go where your customers and prospects go:
      • Promote your business, knowledge and properties via
        • 3 rd party industry sites
        • Newsletters
        • Your internal database
        • Blogs
        • Events
      • Put yourself in the visitors’ shoes and ask:
        • What’s in it for me?
    • 13.  
    • 14.  
    • 15.  
    • 16. Case study
      • Brendons auctioneers wanted to:
        • boost lot numbers at auctions
        • market right up to the day of their auction
        • increase traffic to their website to highlight the extra services they offered and drive registrations and leads
      • Solution:
        • Bespoke email campaign to the Estates Gazette audience including large banks and local authorities
      • Result:
        • Increase in traffic to their site, catalogue downloads and direct enquiries from new and relevant contacts
    • 17.  
    • 18. Measuring results
      • Use website analytics tools to measure the traffic to your site – e.g. Google Analytics
      • Tag all links coming to your site from all promotions
      • Ask incoming calls and enquiries what prompted them to get in touch
      • Track all leads and responses once they come into the company
      • Calculate return on investment from spend and new business secured
    • 19. Evaluate effectiveness of different channels
      • Compare numbers of enquiries and business coming from all channels
        • Events
        • Online advertising
        • 3rd party email and newsletters
        • Your website
        • Promotions to your own database
        • Direct mail
        • Referrals
    • 20.
      • Online advertising
      • Register:
      • Please return to the commercial property marketer group: