Best Digital Marketing Tools & Tactics 2014
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Best Digital Marketing Tools & Tactics 2014

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From the National Association of Home Builders International Builders Show 2014: Digital marketing tools and tactics are constantly evolving, and keeping up with the changes presents a real challenge ...

From the National Association of Home Builders International Builders Show 2014: Digital marketing tools and tactics are constantly evolving, and keeping up with the changes presents a real challenge for busy sales and marketing professionals. During this session, 12 of the most effective online marketing tools will be discussed and demonstrated, including: online contests, email marketing, YouTube, Facebook, mobile sites, Google+, SEO, Houzz, LinkedIn, Pinterest, blogging and Twitter. In the end, you will have a better understanding of what tools are driving new leads, how to use them and the pros and cons of each so you can determine which are right for promoting your business.

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  • LevinsonWhy Your Company Needs a Mobile Site67% of smartphone users are more likely to purchase a product or service from a business that built a mobile-friendly website61% of smartphone users will leave a site that’s not optimized for mobile - Google, “What Users Want Most From Mobile Sites Today,” 2012 Mobile Site Must-Haves:Speed: Fast load timeClarity: Easy to view and read with large fonts and graphics built for mobileFinger-friendly: information can be obtained with minimal clicksMap/directions & built-in GPS for communitiesEasy access to contact infoMobile couponsSocial integrationMobile formsResponsive Design: What is Responsive Design?Designing a website to adapt to whatever size screen on which it is being displayed. Whether your visitor is a smartphone, tablet, laptop or desktop user, they will see the content in a user-friendly, readable format.
  • Levinson
  • Morgan1.3 billion users (Jan 2014)50% of these users access FB from mobile (680,000,000)CampaignsWhy you should be using lead-capture/opt-in list building Traton example
  • MorganFacebook traffic to the website improved 23.61% in this time period
  • MorrowTwitter: the one site where you can target who you want to follow and find your fans.About: 100 million+ active registered users230 million Tweets per day Percent of Twitters who don’t tweet but watch other people tweet: 40%Number of tweets that happen every second: 159,722http://www.huffingtonpost.com/2011/09/08/twitter-stats_n_954121.html How to Use Twitter to build brand: Share industry and local/national newsAnnounce/remind members about events/meetingsShare association newsShare staff kudosMarket researchBrand monitoring
  • Morrow
  • DavisAbout:238,000,000+ members.LinkedIn counts executives from all 2013 Fortune 500 companies as members.LinkedIn members did over 5.7 billion professionally-oriented searches on the platform in 2012.More than 3 million companies have LinkedIn Company Pages.LinkedIn members are sharing insights and knowledge in more than 2.1 million LinkedIn Groups.LinkedIn, Oct 2013How to Use LinkedIn to build business?Keep your profile currentCreate a company pageParticipate in a groupStay abreast of industry newsPromote HBA eventsPromote industry eventsDiscuss legislationHighlight industry and local newsShare job openings, find talent
  • HawkinsStatistics:More than 1 billion unique users visit YouTube each month Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth, and 50% more than last year 100 hours of video are uploaded to YouTube every minute Make the Most of your YouTube account:Google owns YouTube, so YouTube videos are an excellent way to get page one results. Be sure to fill in all video descriptions thoroughly (like title tags, description and category) to get the best SEO results for your videos; in your description, the more info you can add the better, use keyword-rich descriptions add a clickable link in the video description to your website so viewers can get to your website easily Brand your video page; create a custom background with coloring and graphics consistent with your branding; choose “Player View” as your layout and set your featured video to autoplay when someone visits your page Create compelling videos - Think of a video as simply a visual blog post, you could create videos on how-tos, answer commonly asked questions, interviews with buyers or key staff, they don’t have to just be model home tours. You can also use humor or wit in your videos – make them shareable!Don’t delete old videos, add annotations to your videos with clickable Calls to Action (ex: “We’ve Sold Out in Heather Glen, view our newest McAllister community, Forest Glen” which would link to a video on your new community). Annotations run across the top of the video and can also be used to get subscribers to sign up for your page.Take advantage of bulletins to alert subscribers to new videosUse real customers in your videos, they’ll tell your story better than anyone else can (and they’ll help share their videos)Advertise on YouTube Use your Insights As always, leverage your other social media platforms (blog, tweet, FB and pin your videos) and add the video to your website with a landing page
  • Hawkins
  • DeWaltWhyShowcase workShare with those looking for remodelers, architects, interior designers and home buildersFree and immediately accessible SearchableConnect with other professionals.HowCreate Ideabooks to showcase the style, quality and variety of work offered by members and association events, home expos, showcase homes, etc. Articles, discussions, message boards and chat: Show your expertiseAnswer questions thoroughlyInteract with consumersReferrals
  • DeWalt
  • FinkHouzz on Steroids – encompasses all industries and interests vsHouzz (architecture, interior design, decorating, landscape design and home design/remoding focused) Power Demographics:70 million users, Reach 10 million users faster than any other social site; Largest demographic: Women 25-34 80% of users are female, 50% of users have childrenAlmost 1.5 million visitors each day, Users spend almost 16 minutes on site per visit 2.5 Billion page monthly Page viewsEcommerce: Pinterest grabs 41% of e-commerce sharing traffic 70% are there for shopping inspiration vs. 17% of Facebook usersVisuals are Ideal for Building Your Brand – A Virtual PinboardA photo is worth 1,000 words: Share Photos & Videos of Homes, Amenities, Outdoor Living, Design Studio, Homeowners & EventsBest Practices (start this discussion on slide 1 and show examples on slide 2) ……….Create Boards (Niched Boards) that are relevant to your brand and will help build your brand – think through strategy of boards before creating. (Example: Luxury Living by Design is our Tagline – we decided on the relevant topic for our boards and then created names that tied into our tagline/brand). Don’t create pins or pin images that are not consistent with your brand or what you can offer your customers.
  • FinkBest Practices (start this discussion on slide 1 and show examples on slide 2)Create Boards (Niched Boards) that are relevant to your brand and will help build your brand – think through strategy of boards before creating. (Example: Luxury Living by Design is our Tagline – we decided on the relevant topic for our boards and then created names that tied into our tagline/brand). Don’t create pins or pin images that are not consistent with your brand or what you can offer your customers. Pin from your various sites: website, blog, YouTube channel etc to drive traffic to those sites. One of the key goals of Pinterest is increased search engine optimization. Uploading photos directly to Pinterest instead of pinning from your sites defeats any SEO benefits. Use the very best photos as your board coversMonitor your boards and post more frequently to your most popular boards Create fun campaigns to increase followers and more valuable interactions*Mention all of our boards match our brand in terms of name and images/videos shown. Mention videos, not just photos can be used.
  • LevinsonWhy use Google Plus?Loads of features (streams, circles, hangouts, messenger, local, events, explore etc.). Google+ is a comprehensive one stop shop for consumers for maps, directions, etc.Improve search engine rankingsGoogle+ Integrates Google Local & Google PlacesGoogle is adding a social layer to everything it doesGoogle+ has 500 million registered users and 343 million active users(Jul 2013)What to post?VideosPhotosNews/updates Blog PostsAuthorship for SEO & Author Tags
  • Levinson
  • MorganMany builders have launched and abandoned their blogs. We saw a burst of blogging a few years ago and now, I see many builders with blogs that aren’t ever updated or are only updated every few months. That’s a big mistake. To explain why, first you need to understand why blogging is important.  So why do we blog?: Increased Website Traffic Better SEO / Fresh Content – The Core of your Content Enhance Brand Awareness  Your blog is your:Syndication HubCreates Integrated Marketing Program
  • MorganBlogging has changed A LOT since I launched my first blog in 2006. Now, your blog is your:Platform/inspiration for every other social media sitesWe embed social media statuses into blogIt’s how we send info in and out and across various social networks Twitter, Pinterest, Instagram, Facebook, etc., are all new tools of expression that are essentially an offshoot of blogging itself. The blog is the grandfather of social media.  The blog is the one piece that ties it all together — a central location where you fit together all the Lego pieces. Blogs are both your starting point and final stop in your social media strategy.
  • HawkinsWhy reach out to Realtors?Home builders who actively promote long-term Realtor relations credit 50% or more of their sales to Realtors.Unless you are 100% in a first time buyer market, realtors are the ones who know those that are selling their current home.WIIFM – What’s in it for me. Is the realtor mentality. So make it worth their while.How?OutreachMake them think of you firstPay on full sales price including optionsPay part of the commission upon break groundBonuses for selling more homes in a yearContinuing Education sessionsRealtors have sellers, of existing homes, most of those people have to buy another home…Knowledge is power. Design a program to keep Realtors informed of your new plans, communities, incentives etc.Appreciation and information. Make sure they feel appreciated for bringing their buyers to your community and keep them in the loop throughout the process.Make it easy to register their clientsState your policy clearly.
  • HawkinsOverview of campaign Created a blog dedicated to RealtorsRealtor of the monthRegister buyersFind out about eventsAmbassador programSocial ConnectionsOutreachCakes – 100 cakes delivered to realtor brokers and 300 delivered to individual realtors.M&M’s – 100 jars delivered to realtors office along with individual pillow packs for realtors in the office.
  • Hawkins Email is still an important tool: Don’t forget about email marketing, which is still a valuable tool for keeping your business in front of your audience’s eyes on a regular basis.44% of email recipients made at least one purchase last year based on a promotional email.  Email tips: Emails that include social sharing buttons have a 158% higher click-through rate. 64% of people say they open an email because of the subject line. Personalized subject lines are 22.2% more likely to be opened. Monday emails had the highest revenue per email. Mobile email opens are predicted to outpace desktop opens very soon; if they aren’t already (these stats aren’t available). For this reason, responsive design of your email messages is crucial. Highly relevant content (sent often) is necessary to keep your customers interested and your business top of mind. How do you determine if your email was a success? Tracking your results is key. Test, retest. Test, retest. Offer subscriptions to your content for users who might miss your content elsewhere. Offer giveaways/promotions or access to free “insider” content (podcasts, webinars, e-books, white papers, etc.). for those who sign up for your email list. Promote these on social media sites. Make it easy for people to sign up: put opt-in forms on every page of your website and in every post on your blog. Integrate your email marketing into your overall marketing program with these ideas: Advertise on Facebook to your email list.Maintain a Twitter presence: subscribers who follow brands on Twitter are three times more likely to open an email than a subscriber who’s not on Twitter.Include Social Icons in EmailsAsk Email Subscribers to Share and ConnectSend a Dedicated Email Campaign (Ex: Connect with us on Twitter!)Promote Email Sign-up Via Social NetworksInclude “Retweet This!” Snippet in EmailBuild an Email Opt-In Form on FacebookPromote Email Marketing on Your BlogIntroducing new floorplans have given a good open and click through rate, moreso than promotions for existing customers.
  • Hawkins
  • Levinson
  • LevinsonSEO isn’t just SEO, it is now about business process and contentMajor changes from google

Best Digital Marketing Tools & Tactics 2014 Best Digital Marketing Tools & Tactics 2014 Presentation Transcript

  • 2014’s Best Digital Marketing Tools and Tactics FEBRUARY 5, 2014 | 8 – 9 AM | 3-4 PM (ENCORE) Presenter(s): Mitch Levinson // mRELEVANCE, Arlington Heights, IL Chad Davis // National Association of Home Builders, Washington, DC Mary DeWalt // Mary DeWalt Design Group, Austin, TX Kelly Fink // The Providence Group of Georgia, Johns Creek, GA Janette Hawkins // Keystone Custom Homes, Lancaster, PA Carol Morgan // mRELEVANCE, Cartersville, GA Matt Morrow // AHB of Greater Birmingham, Irondale, AL
  • Session Description Digital marketing tools and tactics are constantly evolving, and keeping up with the changes presents a real challenge for busy sales and marketing professionals. During this session, 12 of the most effective online marketing tools will be discussed and demonstrated, including: online contests, email marketing, YouTube, Facebook, mobile sites, Google+, SEO, Houzz, LinkedIn, Pinterest, blogging and Twitter. In the end, you will have a better understanding of what tools are driving new leads, how to use them and the pros and cons of each so you can determine which are right for promoting your business.
  • Learning Outcomes  Identify and understand top digital marketing tools with industry-relevant examples.  Assess which digital marketing tools will work for your company, based on the examples provided.  Learn from the presenters' experience and make decisions regarding allocation of time and resources on the newest digital marketing tools. View slide
  • Mobile Sites  Buyers will leave your site if its not optimized for mobile  Mobile Site Must-Haves:  Speed, clarity, fingerfriendly  Map/directions & built-in GPS for communities  Easy access to contact info  Mobile coupons  Social integration  Mobile forms  Responsive Design  Site Features View slide
  • Mobile Sites
  • Facebook  Campaigns  Lead-capture/ opt-in list building
  • Facebook  Traton Homes Example:  4,005 individuals opened the e-flyer  515 clicked through to the landing page  246 landing page visits  100 unique guesses  310 new Facebook likes  77% increase in Facebook traffic
  • Twitter  Perception: Who is Using it Most?  Celebrities  News Professionals  Politicians/Elected Officials  Then, there’s the rest of us:  Most common complaint about twitter: “I don’t get it.”  What really matters most about twitter:  Twitter is short  Twitter is mobile (and geo-specific)  Twitter is real-time
  • Twitter Statistics:  100 million+ active registered users  230 million Tweets per day  Percent of Twitters who don’t tweet but watch other people tweet: 40%  Number of tweets that happen every second: 159,722 So, why do celebs, news pros, and politicians like it?  Real-time news  Searchable  Customizable  Experiment with what “sticks”  Bypass conventional PR channels  Build and Craft their personal “brand”
  • Twitter Key Elements / Terms to know:  Tweet  Follow  Retweet (RT)  @replies  Direct Message (DM)  Hashtag (#) How to Use Twitter to build brand:  Share industry and local/national news  Announce/remind members about events/meetings  Share association news  Share staff kudos  Market research  Brand monitoring
  • Twitter
  • Twitter
  • LinkedIn
  • YouTube  Statistics  1 million+ unique users each month  Making the Most of YouTube          SEO Branding Content Calls to Action Bulletins Testimonials Advertising Insights Leverage other Social Media Accounts
  • YouTube
  • Houzz  Why  Showcase work  Free and immediately accessible  Searchable  Connect with other professionals  How  Ideabooks  Articles, discussions, message boards and chat  Referrals
  • Houzz
  • Houzz
  • Pinterest  Powerful demographics  Grabs more e-commerce shopping than any other social media site  Visuals are ideal for building your brand  Best Practices
  • Pinterest – Best Practices
  • Google+  Why use Google+?  Features  SEO  Local Integration  Social Integration  500 million users (Jul 2013)  What to post?  Authorship for SEO & Author Tags
  • Google+
  • Blogging  Increased Website Traffic  Better SEO / Fresh Content – The Core of your Content  Enhance Brand Awareness  Syndication Hub  Integrates Marketing Program
  • Blogging  Grandfather of social media: the start and end of tools that are offshoots of blogging itself
  • Blogging  Online Footprint  Foundation of the program
  • Realtor Outreach Why?  For every 1 new home sold, 8 resale are sold.  Homebuilders who actively promote long term realtor relations credit up to 50% of their sales to Realtors. How?  Reach them in the space they are in.  Tell them what is in it for them.  Make it just for them.
  • Realtor Outreach
  • Email Marketing  44% made at least 1 purchase last year based on an email  Tips  Integration with Overall Marketing Program
  • Email Marketing
  • Search Engine Optimization
  • Search Engine Optimization No longer just about how to get on page one; it’s now a comprehensive strategy that deals with business processes and content marketing. Major Google changes
  • Speaker Contacts: Chad Davis NAHB 202-266-8328 Janette Hawkins Keystone Custom Homes 717-464-9060x215 Mary DeWalt Mary DeWalt Design Group, Inc. 512-236-0017 Mitch Levinson mRELEVANCE, LLC 847-259-7312 Kelly Fink The Providence Group of Georgia, LLC 678-218-1728 Carol Morgan mRELEVANCE, LLC 770-383-3360x20 Matt Morrow AHB of Greater Birmingham 205-912-7000