SlideShare a Scribd company logo
Presented by: Melvin Glasco
Let’s Get Digital:
Growing Your
Business in 2020
& Beyond
Why We’re here
★ Grow your personal brand and create a CONTENT
MARKETING STRATEGY
★ Build an audience of passionate fans and
understand the best practices to grow organically
★ Optimize your online presence and stop posting
content that doesn’t get engagement
★ Create opportunity generating ads that convert
into sales/closings
★ Effectively contact and follow up with potential
clients
ABOUT ME
➔ Dallas-born and raised
➔ 20 years lending experience
➔ Former closer, underwriter and
Sales Manager
➔ More than 7 years experience in
Digital Marketing
➔ Committed to your growth &
success!
WHAT IS DIGITAL MARKETING?
1.Social Media Marketing
2.Website Design/Marketing
3.Email Marketing
4.Pay-Per-Click (PPC)
5.Search Engine Optimization (SEO)
6.Content Marketing
7.Digital Strategy
Common Misconceptions About Digital Marketing
1. Too expensive
1. Doesn't work
1. Only works for LARGE corporations
1. Your customers don’t look at your pages
1. Your online presence doesn’t affect what
customers think about you
The Trend
WHY DIGITAL MARKETING MATTERS
The Trend
WHY ARE BORROWER’S SPENDING MORE TIME ONLINE?
● Wide adoption of smartphone
● Social media & technology
● Abundance of data & ease of
publishing information
● Ease of finding information
BENEFITS OF DIGITAL MARKETING
➔Create awareness
➔Credibility, Expertise
➔Connect emotionally with consumers directly
➔Targeted reach
➔Lower cost/lower cost per lead
➔Higher conversions
➔Build Trust!
Turn strangers into borrowers and raving fans
Client Exposure
Content Marketing:
- First, understand that your
potential customers are
searching online for helpful
content and information to guide
them in their home buying and
lending options
- Video and Blog article content
dissemination is the best way to
create depth with regards to
your web presence
Client Exposure
Content Marketing
- You MUST generate/create content
and stories around your business
that teach your viewers/potential
audience how trusting you can
benefit them when they are making
perhaps the largest financial decision
of their lives
- Focus on speaking FOR your
borrowers and not TO them.
- Be your borrower and the
community’s “Bumper Sticker”
ATTRACTION & ENGAGEMENT
Content Dissemination:
- You MUST leverage every major platform to
disseminate blog and vlog content plus regular
post promotions on all channels (Amount of
posting should increase/decrease with ad
spend)
- Facebook (15-20 Posts/mo.)
- Blog (2-3 Blogs/mo.)
- Youtube (1 Vlog/mo.)
- Instagram (10-15 Images/mo.)
- Google+ (10-15 Posts/mo.)
- Twitter (10-15 posts/mo.)
- Email (5-6 emails/mo.)
- Lifestyle forums (10-15 engagements/mo)
Content Hierarchy
$$ Website $$
^^^^^^^
Facebook - Youtube - Blog - Forums
^^^^^^^
Instagram - Google+ - Twitter
^^^^^^^
Listing/Review Sites
6 Steps TO Create a content Calendar
1) Planning/Selecting Content to Create
2) Plan/Schedule Content for Social Channels
3) Plan/Schedule Content for Email
4) Plan/Schedule Content for Blog Content
5) Plan/Schedule Content for Vlog Content
6) Plan Promotional Posting
Content calendar
Engagement
SOCIAL MEDIA KEY COMPONENTS
➔ Page Creation/Set Up/Optimization
➔ Content Management (Posting)
◆ Images, Video, Copy
◆ Scheduling/Dissemination
◆ Install Facebook Pixel
◆ Add videos to Youtube channel
◆ A/B Testing
➔ Ad Spending (Facebook Retargeting)
➔ Social Listening/Engagement (Reviews, Comments, Messages)
➔ Like/Follower/Subscriber Growth
➔ Analytics/Reporting
STOP BOOSTING POSTS
Facebook Ad Spend
Facebook Ads:
Your Goal: Build an audience of engaged
followers. Push to get pre-approved and
know their buying power!
Best Practices: Install Facebook pixel,
begin ads to increase likes, comments,
shares and visits to website/application.
Retarget all visitors to capture leads and
attain best ROI possible.
Recommended Spend: $300 a month minimum on
Facebook ads.
Search Engine Optimization
- Google My Business Page Setup
- Create citations for your site
- Update ALL listings and review sites
with four major data providers and ALL
search engines
- Acxiom
- Localeze
- Infogroup
- Factual
- Index site regularly with search
engines
- Backlink Creation
- On page local SEO
SEO & Website
Converting visitors into leads borrowers
Landing Pages - Designed with 1 purpose! Get the visitor to take a
specific action.
Facebook Lead Forms - More efficient and immediate way to get
potential borrower information
Lead Magnets - Digital assets that you can offer site visitors in
exchange for their contact information. The key is to develop a
lead magnet that your targets will find valuable (educational
materials, market trends, tips & advice, events, etc.)
Call to Actions - Should usually not be as generic as “Click
Here”. They should be specific to your offer and the action you
wish the potential lead to take.
Facebook lead forms
WAYS TO COLLECT EMAILS
● Newsletter - focused on community/neighborhood
● Blog subscription
● New product/program announcement
● Contact us!
Lead qualification process
Once you have attracted someone to your page or site, provided them
with valuable information and received their contact information, do
you have a process in place to further qualify them and ‘close’
them?
- Email marketing
- Lead management system
- Consider frequency
- Segmentation
- Marketing automation
True fans
How many of your clients help promote your business?
It’s great! You’ve been able to attract people to your page or website through
SEO or other digital marketing techniques, then convert them to leads and then
borrowers. Now what?
You obviously want them to keep coming back for your services, but you can
take it a step further.
How about producing an army of people who will promote your business for you?
Establish loyalty, as well as stay top-of-mind by showing your customers that
you still value them after they purchase from you.
Customer Focused
Content
Email
Marketing
Social
Media
build
- Define # of homes you want to sell and close per
month/year
- How many seller and qualified buyer conversations do you
need to have per week/month?
- # of Referral partners needed (how many qualified leads
needed per partner)
- Focus on lead generation
- Branding
- Mobile optimization
PROMOTE
- Understand consumers and their behaviors
- Use targeted Keywords
- “Addison real estate”
- “First-time homebuyer”
- Use geolocation/branding hashtags (only need to use 1 on
FB)
- Blog / Press Releases / Link Building
- Facebook / Instagram / Pinterest / Snapchat / YouTube
- Paid ads on Facebook
Engage
- Stay responsive on Facebook & other social platforms
- 2 Blog posts per month
- Post an Instagram story, Facebook story and go live on
Facebook daily
- Focus on quality content & links that speak for the
borrower
- Post video and images
- Ask questions of followers/fans
Convert
- Facebook lead forms
- Landing Page
- A/B Testing
- Improved CTA (Call-to-Action) messaging
- Marketing automation
- Retargeting Ads
- Buyer and Seller surveys
RETAIN
- Blog subscription (Mailchimp, etc)
- Focus on Facebook organic growth
- Grow Blog to lifestyle community
- Give 5 Star Service
- Develop “Hight Trust” with referral partners and
leads/borrowers
Facebook RECOMMENDATIONS
● Ask more questions of your fans and create posts to make them engage
● Use Facebook contests/Facebook offers/Promotions (this is an AMAZING
opportunity to build email lists, generate top of mind awareness, and
capture more sales) Try making an offer for FREE consultation, Home
purchase guide, Home valuation, etc.
● Utilize Facebook's ad platform (Did you know that if you aren't using
Facebook ads and you post to your page your post will only reach 6% of all
of the people who like your page?)
● Try to start posting once a day minimum
● Go live daily and post on your story
● Use more VIDEO content. In 5 years consumers will shift more to video
consumption as opposed to images/text
● Establish retargeting campaigns to customers you already have and their
friends for more sales (also target competitors customers)
● Like other pages with your business page
Twitter RECOMMENDATIONS
● Create lists of customers, bloggers, industry relations
around DFW & other locations
● Engage with local bloggers/PR/Media
● Engage with posts from customers/social influencers
● Use hashtags for geolocation/brand
● Create content that will inform people of your business,
images/video, how-tos
● Utilize your page for connecting with customers (Customer
Service NOT Sales) and dispersing information about
events and products
Website RECOMMENDATIONS
Website
● Create an email subscription funnel on your website
● Claim outstanding listings/update current listings on review
and listing sites
● You want ALL sites to show the EXACT same information
regarding NAP (Name, Address, Phone Number)
● Need to focus on building relationships with writers,
bloggers, PR agencies, social influencers, etc.
● Focus on building site, social accounts, and relationships
locally for SEO (Show up in Google, Yahoo, and Bing search
Digital Marketing Best Practices
Recommended Platforms (MUST HAVES): Facebook, Instagram, Youtube, Twitter, Pinterest
1. Post RELATIVE content frequently on all platforms (Ask questions)
2. Get active on Facebook/Instagram (Ads, engagement with customers, etc.)
3. Engage with followers comments, pictures, posting questions, reviews etc.
4. NEED to run promotions/offers/discounts
5. Take advantage of social influencers
6. Upgrade website to modern design and user interface
7. Optimize website for SEO (Work with ON & OFF-SITE SEO)
8. Have someone managing social listening campaign to engage with customers who talk/post about
you
Digital Marketing Best Practices
10.Work on email subscribe sales funnels and drip campaigns
11.Focus on Instagram
12.Ultimately consider hiring someone or an agency that will be able to handle things like...
● Social media content development/dissemination
● Social media ad spend
● Social Media Listening
● Email Marketing
● Website sales funnels
● SEO
● Brand Storytelling
Schedule Your Strategy Session today!
Melvin Glasco
Founder
469-740-8034
melvin@level13creative.com

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Let's Get Digital: How to Stop Losing Conversions & Grow Your Business

  • 1. Presented by: Melvin Glasco Let’s Get Digital: Growing Your Business in 2020 & Beyond
  • 2. Why We’re here ★ Grow your personal brand and create a CONTENT MARKETING STRATEGY ★ Build an audience of passionate fans and understand the best practices to grow organically ★ Optimize your online presence and stop posting content that doesn’t get engagement ★ Create opportunity generating ads that convert into sales/closings ★ Effectively contact and follow up with potential clients
  • 3. ABOUT ME ➔ Dallas-born and raised ➔ 20 years lending experience ➔ Former closer, underwriter and Sales Manager ➔ More than 7 years experience in Digital Marketing ➔ Committed to your growth & success!
  • 4. WHAT IS DIGITAL MARKETING? 1.Social Media Marketing 2.Website Design/Marketing 3.Email Marketing 4.Pay-Per-Click (PPC) 5.Search Engine Optimization (SEO) 6.Content Marketing 7.Digital Strategy
  • 5. Common Misconceptions About Digital Marketing 1. Too expensive 1. Doesn't work 1. Only works for LARGE corporations 1. Your customers don’t look at your pages 1. Your online presence doesn’t affect what customers think about you
  • 9. WHY ARE BORROWER’S SPENDING MORE TIME ONLINE? ● Wide adoption of smartphone ● Social media & technology ● Abundance of data & ease of publishing information ● Ease of finding information
  • 10. BENEFITS OF DIGITAL MARKETING ➔Create awareness ➔Credibility, Expertise ➔Connect emotionally with consumers directly ➔Targeted reach ➔Lower cost/lower cost per lead ➔Higher conversions ➔Build Trust!
  • 11. Turn strangers into borrowers and raving fans
  • 12. Client Exposure Content Marketing: - First, understand that your potential customers are searching online for helpful content and information to guide them in their home buying and lending options - Video and Blog article content dissemination is the best way to create depth with regards to your web presence
  • 13. Client Exposure Content Marketing - You MUST generate/create content and stories around your business that teach your viewers/potential audience how trusting you can benefit them when they are making perhaps the largest financial decision of their lives - Focus on speaking FOR your borrowers and not TO them. - Be your borrower and the community’s “Bumper Sticker”
  • 14. ATTRACTION & ENGAGEMENT Content Dissemination: - You MUST leverage every major platform to disseminate blog and vlog content plus regular post promotions on all channels (Amount of posting should increase/decrease with ad spend) - Facebook (15-20 Posts/mo.) - Blog (2-3 Blogs/mo.) - Youtube (1 Vlog/mo.) - Instagram (10-15 Images/mo.) - Google+ (10-15 Posts/mo.) - Twitter (10-15 posts/mo.) - Email (5-6 emails/mo.) - Lifestyle forums (10-15 engagements/mo) Content Hierarchy $$ Website $$ ^^^^^^^ Facebook - Youtube - Blog - Forums ^^^^^^^ Instagram - Google+ - Twitter ^^^^^^^ Listing/Review Sites
  • 15. 6 Steps TO Create a content Calendar 1) Planning/Selecting Content to Create 2) Plan/Schedule Content for Social Channels 3) Plan/Schedule Content for Email 4) Plan/Schedule Content for Blog Content 5) Plan/Schedule Content for Vlog Content 6) Plan Promotional Posting
  • 18. SOCIAL MEDIA KEY COMPONENTS ➔ Page Creation/Set Up/Optimization ➔ Content Management (Posting) ◆ Images, Video, Copy ◆ Scheduling/Dissemination ◆ Install Facebook Pixel ◆ Add videos to Youtube channel ◆ A/B Testing ➔ Ad Spending (Facebook Retargeting) ➔ Social Listening/Engagement (Reviews, Comments, Messages) ➔ Like/Follower/Subscriber Growth ➔ Analytics/Reporting
  • 20. Facebook Ad Spend Facebook Ads: Your Goal: Build an audience of engaged followers. Push to get pre-approved and know their buying power! Best Practices: Install Facebook pixel, begin ads to increase likes, comments, shares and visits to website/application. Retarget all visitors to capture leads and attain best ROI possible. Recommended Spend: $300 a month minimum on Facebook ads.
  • 21. Search Engine Optimization - Google My Business Page Setup - Create citations for your site - Update ALL listings and review sites with four major data providers and ALL search engines - Acxiom - Localeze - Infogroup - Factual - Index site regularly with search engines - Backlink Creation - On page local SEO SEO & Website
  • 22. Converting visitors into leads borrowers Landing Pages - Designed with 1 purpose! Get the visitor to take a specific action. Facebook Lead Forms - More efficient and immediate way to get potential borrower information Lead Magnets - Digital assets that you can offer site visitors in exchange for their contact information. The key is to develop a lead magnet that your targets will find valuable (educational materials, market trends, tips & advice, events, etc.) Call to Actions - Should usually not be as generic as “Click Here”. They should be specific to your offer and the action you wish the potential lead to take.
  • 24. WAYS TO COLLECT EMAILS ● Newsletter - focused on community/neighborhood ● Blog subscription ● New product/program announcement ● Contact us!
  • 25. Lead qualification process Once you have attracted someone to your page or site, provided them with valuable information and received their contact information, do you have a process in place to further qualify them and ‘close’ them? - Email marketing - Lead management system - Consider frequency - Segmentation - Marketing automation
  • 26. True fans How many of your clients help promote your business? It’s great! You’ve been able to attract people to your page or website through SEO or other digital marketing techniques, then convert them to leads and then borrowers. Now what? You obviously want them to keep coming back for your services, but you can take it a step further. How about producing an army of people who will promote your business for you? Establish loyalty, as well as stay top-of-mind by showing your customers that you still value them after they purchase from you. Customer Focused Content Email Marketing Social Media
  • 27. build - Define # of homes you want to sell and close per month/year - How many seller and qualified buyer conversations do you need to have per week/month? - # of Referral partners needed (how many qualified leads needed per partner) - Focus on lead generation - Branding - Mobile optimization
  • 28. PROMOTE - Understand consumers and their behaviors - Use targeted Keywords - “Addison real estate” - “First-time homebuyer” - Use geolocation/branding hashtags (only need to use 1 on FB) - Blog / Press Releases / Link Building - Facebook / Instagram / Pinterest / Snapchat / YouTube - Paid ads on Facebook
  • 29. Engage - Stay responsive on Facebook & other social platforms - 2 Blog posts per month - Post an Instagram story, Facebook story and go live on Facebook daily - Focus on quality content & links that speak for the borrower - Post video and images - Ask questions of followers/fans
  • 30. Convert - Facebook lead forms - Landing Page - A/B Testing - Improved CTA (Call-to-Action) messaging - Marketing automation - Retargeting Ads - Buyer and Seller surveys
  • 31. RETAIN - Blog subscription (Mailchimp, etc) - Focus on Facebook organic growth - Grow Blog to lifestyle community - Give 5 Star Service - Develop “Hight Trust” with referral partners and leads/borrowers
  • 32. Facebook RECOMMENDATIONS ● Ask more questions of your fans and create posts to make them engage ● Use Facebook contests/Facebook offers/Promotions (this is an AMAZING opportunity to build email lists, generate top of mind awareness, and capture more sales) Try making an offer for FREE consultation, Home purchase guide, Home valuation, etc. ● Utilize Facebook's ad platform (Did you know that if you aren't using Facebook ads and you post to your page your post will only reach 6% of all of the people who like your page?) ● Try to start posting once a day minimum ● Go live daily and post on your story ● Use more VIDEO content. In 5 years consumers will shift more to video consumption as opposed to images/text ● Establish retargeting campaigns to customers you already have and their friends for more sales (also target competitors customers) ● Like other pages with your business page
  • 33. Twitter RECOMMENDATIONS ● Create lists of customers, bloggers, industry relations around DFW & other locations ● Engage with local bloggers/PR/Media ● Engage with posts from customers/social influencers ● Use hashtags for geolocation/brand ● Create content that will inform people of your business, images/video, how-tos ● Utilize your page for connecting with customers (Customer Service NOT Sales) and dispersing information about events and products
  • 34. Website RECOMMENDATIONS Website ● Create an email subscription funnel on your website ● Claim outstanding listings/update current listings on review and listing sites ● You want ALL sites to show the EXACT same information regarding NAP (Name, Address, Phone Number) ● Need to focus on building relationships with writers, bloggers, PR agencies, social influencers, etc. ● Focus on building site, social accounts, and relationships locally for SEO (Show up in Google, Yahoo, and Bing search
  • 35. Digital Marketing Best Practices Recommended Platforms (MUST HAVES): Facebook, Instagram, Youtube, Twitter, Pinterest 1. Post RELATIVE content frequently on all platforms (Ask questions) 2. Get active on Facebook/Instagram (Ads, engagement with customers, etc.) 3. Engage with followers comments, pictures, posting questions, reviews etc. 4. NEED to run promotions/offers/discounts 5. Take advantage of social influencers 6. Upgrade website to modern design and user interface 7. Optimize website for SEO (Work with ON & OFF-SITE SEO) 8. Have someone managing social listening campaign to engage with customers who talk/post about you
  • 36. Digital Marketing Best Practices 10.Work on email subscribe sales funnels and drip campaigns 11.Focus on Instagram 12.Ultimately consider hiring someone or an agency that will be able to handle things like... ● Social media content development/dissemination ● Social media ad spend ● Social Media Listening ● Email Marketing ● Website sales funnels ● SEO ● Brand Storytelling
  • 37. Schedule Your Strategy Session today! Melvin Glasco Founder 469-740-8034 melvin@level13creative.com

Editor's Notes

  1. New methods allow for PRECISE targeting and analytics of campaigns. Now you know when and what to change for improved results!
  2. With a SUPER LARGE agency, yes, but MorMedia Consulting Group has practically NO overhead. We pass that savings to YOU! Companies in the US have increased ad spend on internet marketing by about 50% Y-T-Y since 2011. That has to mean something! On this point you would be right. It is a full-time job, but that’s why you need an agency! I could go on and on forever about success stories with small businesses. They most certainly do... ESPECIALLY NEW Customers. About 79% of ALL active adults online use Facebook weekly. Think of the internet as your First Impression. This can deter NEW customers from your business!
  3. 57% of B2B marketers say SEO has the biggest impact on lead generation three to six months to start seeing movement in search rankings