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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:

-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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Webcast: Online lead generation for commercial property marketers

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