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Presentation by aussiehome.com coFounder and MD, Charlie Gunningham, on how to use the power of internet marketing in real estate.
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2. Introduction - Business Link – Services
What’s next?
• Make contact
Business Link
0845 600 99 66
enquiry@businesslinksw.co.uk
www.businesslinksw.co.uk
http://goo.gl/j9kps 2
3. Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
http://goo.gl/j9kps 3
4. World Wide Web – The World Wide WHY!
Vast Market Opportunity
http://goo.gl/j9kps 4
5. World Wide Web – The World Wide WHY!
Lots of money spent online
http://goo.gl/j9kps 5
6. World Wide Web – The World Wide WHY!
New ways of working means
People spend more and more time
online
http://goo.gl/j9kps 6
8. World Wide Web – The World Wide WHY!
Less Paper
Less Travelling
Less Carbon
IYRE = Improve Your Resource Efficiency
http://goo.gl/j9kps 8
9. Is your business ready?
Do you have
• Phone systems in place to deal with calls?
• People to deal with enquiries?
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?
http://goo.gl/j9kps 9
10. Is your site ready?
The right name
The right site
http://goo.gl/j9kps 10
11. Choosing a domain name
• What name could you use?
Business name
Service name
Product name
• Short is good
• Think about how and where it will be used
Print
In conversation
http://goo.gl/j9kps 11
12. Choosing a name – The Good
www.diy.com
www.bbc.co.uk
www.cadbury.co.uk
www.wispa.co.uk
www.formula1.com
www.tesco.co.uk
http://goo.gl/j9kps 12
13. Choosing a name – The Bad
www.phones4u.co.uk
www.toys2wish4.com
www.4learning.com
www.any-domain-with-too-many-hyphens.co.uk
http://goo.gl/j9kps 13
17. Is your site ready?
Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling and relevant
content?
http://goo.gl/j9kps 17
18. Does it Grab the Attention?
A – Grab their ATTENTION
I – Generate an INTEREST
D – Build the DESIRE
A – Promote the ACTION
http://goo.gl/j9kps 18
19. Marketing – what we know
In 1873, John Wanamaker, father of the department store said
50% of marketing works
We don’t know which 50%
…….however, this is the traditional view in a pre-internet world!
http://goo.gl/j9kps 19
20. Marketing – what we know
Everything on the internet can be measured
You just have to know how
If it can’t be measured – it’s probably not worth doing
http://goo.gl/j9kps 20
21. Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
http://goo.gl/j9kps 21
23. Online Networks – Why
• Stay in touch with existing clients
• Reach out to new audiences and markets
• Better understanding of related markets
• Relative low cost of entry
• Possible high return
http://goo.gl/j9kps 23
27. Facebook – Getting Started
3 Types of presence
• Profile – personal
o Can join groups
o Ugly URL
o Indexed by Search Engines
http://goo.gl/j9kps 27
28. Facebook – Getting Started
3 Types of presence
• Page – business
o Can’t Join Groups
o Can host apps
o “Vanity” URL
o Indexed by Search Engines
o Visitor stats available
Best for brands and businesses
http://goo.gl/j9kps 28
29. Facebook – Getting Started
3 Types of presence
• Group – both
o Linked to Site Admin
o New members have to be approved
o Send “Direct” messages to members
o Ugly URL
Great for organising at a personal level and
smaller scale interactions [<5000 members]
http://goo.gl/j9kps 29
33. Social Networks – Build your profile - Groups
• Search for groups
• Join some groups
• Start your own group
• Contribute and add value
• Link back to your website
http://goo.gl/j9kps 33
34. Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
http://goo.gl/j9kps 34
45. Viral Marketing – How & Why
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible
http://goo.gl/j9kps 45
46. Viral Marketing – How & Why
20
20 x 20 400
400 x 20 8000
8000 x 20 160,000
160,000 x 20 3.2m
http://goo.gl/j9kps 46
48. Viral Marketing -How
• Refer a friend
• Competitions
• Video
http://goo.gl/j9kps 48
49. Britain’s Got Talent
Susan Boyle
Link to YouTube Clip of Susan Boyle
http://www.youtube.com/watch?v=8OcQ9A-5noM
http://goo.gl/j9kps Over 70m viewings in 1 week 49
50. Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
http://goo.gl/j9kps 50
52. Video Marketing
You’ve been framed!
=
Business Opportunity
2nd most searched site on the internet
• YouTube – 2Bn videos watched………..DAILY
• Video results appearing in Google Search
http://goo.gl/j9kps 52
54. Video Marketing
Link to YouTube Clip of Zombie Makeup
http://www.youtube.com/watch?v=Xrc42Kt-CeE
http://goo.gl/j9kps 54
55. Video Marketing
Your Video
• Look for an angle
• Look for the competition
• Get a feel for YouTube
• Think how else it could be used
http://goo.gl/j9kps 55
57. Video Marketing
Your Video
• Prepare prepare prepare
• Prepare and learn your script
• use cue cards
•Prepare your location
• quiet and free from disturbance
• Prepare yourself
• Get filming
http://goo.gl/j9kps 57
58. Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
http://goo.gl/j9kps 58
60. Why Email Marketing?
• Build Loyalty
• Remind former clients that you are still around
• Advise clients of full range of services
• Provide easy access to latest – news/advice/offers
http://goo.gl/j9kps 60
65. Email Marketing – Key Elements to success
• Develop your database
• Existing Client Data
• Encourage Subscription through website
Offer enticement to subscribe
Exclusive deals, Top Tips, early access to information
• Subscription through other routes
http://goo.gl/j9kps 65
66. Email Marketing – Key Elements to success
Quality Content
• Relevant
• Tailored
• GRAB attention
• Frequency
• Monitor, Measure, Feedback - repeat
http://goo.gl/j9kps 66
67. Email Marketing – Measure by Measure
What can be measured
• Number of emails sent
• Number of bounces
• Number opened
• Number deleted without opening
• Action taken
http://goo.gl/j9kps 67
72. Blogging – Why
• An easy way to update latest news
• An informal way of communicating
• Helps with the search engine position of your website
• Opens your business to a wider audience
• Helps keep your clients updated
http://goo.gl/j9kps 72
73. Blogging – When
When you have something to sell
When you have something new to offer
When something changes
When you have some news
When you have something to say
http://goo.gl/j9kps 73
74. It’s really easy to set up and run a blog
1/ Sign up
2/ Choose a look
3/ Get typing
http://goo.gl/j9kps 74
75. Blogging – Where
www.blogger.com
www.wordpress.com
http://goo.gl/j9kps 75
76. Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
http://goo.gl/j9kps 76
80. Twitter – Who
185m Businesses and Individuals
International companies Informational Services
Cisco Nasa
IBM Respected News Services Marketing Donut
Dell BBC Startup Donut
CNN
Daily Telegraph
Bath Chronicle Celebrities
Demi Moore
Oprah
Small Businesses Stephen Fry
William Grant – FoxGrant Jonathan Ross
Warren Cass – Business Scene Britney Spears
Lindsay Smith – Team Pixie
Fiona Davies – Flame Interiors
Anthony Lloyd – Fallowfields Hotel Politicians
Neil Ryder – If Only Don Foster
Bryony Thomas – Clear Thought Consulting Jacob Rees-Mogg
Kerry McCarthy
http://goo.gl/j9kps Duncan Hames 80
81. Twitter – Why
• Easy to use
• Easy way to keep in touch
• A way to reach potentially large market
• Short sharp communication tool
http://goo.gl/j9kps 81
86. Twitter – How
Retweeting – Going Viral on Twitter
The Event
“Anything is Possible”
Entrepreneurship and networking with Wilfred Emmanuel Jones
The Problem
With 10 days to go the event is only about 1/3 subscribed
The Tweet
http://goo.gl/j9kps 86
87. Twitter – How
Retweeting – Going Viral on Twitter
1,123 Followers
Re-Tweeted by
Marketing Donut 8,331
Bob Hayward 5,048
Warren Cass 3,957
Charlotte Manion 3,767
Startup Donut 2,686
Fiona Davies 2,395
Neil Ryder 687
Bryony Thomas 606
Andrew Mulvena 192
Total
http://goo.gl/j9kps
28,792
87
88. Summary
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
http://goo.gl/j9kps 88
89. Link to YouTube Clip of “What the hell is
Social Media?”
http://www.youtube.com/watch?v=QLd9q88ohUs
http://goo.gl/j9kps 89
90. How to eat an elephant
Ask others in the business or close
• Geeks
• Family
• Children
Upskill Yourself & Your Management Team
• LMAS
• Strategic Development
Make use of FREE resources
www.businesslink.gov.uk/southwest
http://entrepreneurs.about.com
www.ehow.com
Bring in the Experts
• Networking
• Consultants
http://goo.gl/j9kps 90
91. Summary
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
http://goo.gl/j9kps 91