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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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