Homebuilders - Transferring Your Brand & Marketing Programs Online

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Presentation on online marketing for the homebuilder industry from PCBC 2010 presented by Jon Bailey, CEO at Bailey Gardiner and Jay Baer, Convince and Convert.

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  • Homebuilders - Transferring Your Brand & Marketing Programs Online

    1. 1. A Whole New World: Transferring Your Brand & Marketing Programs Online Jon Bailey + Jay Baer @jonjonbailey + @jaybaer #pcbc2010
    2. 2. Letʼs face it. Itʼs a whole new world. Homebuilder marketing is vastly changed Buyers are behaving differently Resources are completely challenged Outlets are unfamiliar
    3. 3. Homebuyers behavior 87% start their search online 100 million people reading blogs Online ad revenue up 11% in 2010 Newspaper circulation down 20% in 2009 80% of computer users active in social media
    4. 4. How are homebuilders adapting?
    5. 5. Typical Homebuilder Spending in 2006 5% PR 10% Events 60% Print Ads 5% Online Advertising 5% Email 5% Signage / Directionals 10% Brochures / Collateral
    6. 6. Typical Homebuilder Spending in 2010 5% PR 5% Print Ads 5% Brochures / Collateral 15% Social Media 5% Signage / Directionals 15% Email 50% Online Advertising
    7. 7. Consumer Intent Funnel
    8. 8. Consumer Intent Funnel Online Ads Print/Digital Integrated Ads Search Ads Content Creation Mobile QR Codes Retargeting Ads Social Media Email Intent to Purchase
    9. 9. Tier One: Low Obvious Purchase Intent
    10. 10. Integrated Traditional and Digital
    11. 11. Integrated Traditional and Digital
    12. 12. Integrated Traditional and Digital
    13. 13. Targeting with Ad Networks Vertical Serve banner advertising through websites that cater to the target market such as shopping and sports/outdoor categories Contextual Serve banner advertising when relevant content is viewed Behavioral Serve banner advertising when specific behaviors are displayed Build online profile of typical consumer
    14. 14. Targeting with Ad Networks Vertical Serve banner advertising through websites Category that cater to the target market such as shopping and sports/outdoor categories Contextual Contextual Serve banner advertising when relevant Behavioral content is viewed Retargeting Behavioral Serve banner advertising when specific behaviors are displayed Build online profile of typical consumer
    15. 15. Tools You Can Use Quantcast Compete
    16. 16. Tier Two: Moderate Purchase Intent
    17. 17. PPC (paid) PPC SEO (natural) (paid) 67% 33%
    18. 18. Improve Results with Focused Landing Pages (and testing)
    19. 19. Improve Results with Focused Landing Pages (and testing)
    20. 20. Video is 52X More Likely to be on first page of Google results than a Web page
    21. 21. Content Isnʼt King. Optimized Content is King.
    22. 22. Tools You Can Use Google Optimizer TubeMogul
    23. 23. Tier Three: Meaningful Purchase Intent
    24. 24. Events
    25. 25. Events
    26. 26. Retargeting Place a retargeting pixel on your website to “follow” visitors Data mine: determine where people are clicking-through to get to the site and under what conditions Serve ads to people who visit site
    27. 27. Geo-Based Apps
    28. 28. Geo-Based Apps
    29. 29. QR Codes
    30. 30. Tools You Can Use Fetchback Foursquare.com/business
    31. 31. Tier Four: Post Transaction Loyalty and Retention
    32. 32. Social Media Gives Consumers Power
    33. 33. Twitter Hit 100 Million Users this Summer
    34. 34. Twitter Hit 100 Million Users this Summer At 2 million tweets per hour
    35. 35. It Keeps Growing As of June 2010, Facebook has a total of 500 millions users worldwide. If it were a country, that would make Facebook the 3rd most populous country in the world. 500,000,000
    36. 36. Critical Ingredients to a Successful Social Media Presence Strategy Dedicated Team
    37. 37. Email Customized content Subscriber activity tracked in detail Insights leveraged to react to & anticipate customer behavior
    38. 38. Tie Email Together with Social
    39. 39. Make Email Sharable
    40. 40. Tools You Can Use Swix Flowtown
    41. 41. Now Go Do It!
    42. 42. BuilderSocialBlog.com

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