Post on 03-Sep-2014
description
2014’s Best Digital Marketing Tools and Tactics
FEBRUARY 5, 2014 | 8 – 9 AM | 3-4 PM (ENCORE)
Presenter(s): Mitch Levinson // mRELEVANCE, Arlington Heights, IL
Chad Davis // National Association of Home Builders, Washington, DC
Mary DeWalt // Mary DeWalt Design Group, Austin, TX
Kelly Fink // The Providence Group of Georgia, Johns Creek, GA
Janette Hawkins // Keystone Custom Homes, Lancaster, PA
Carol Morgan // mRELEVANCE, Cartersville, GA
Matt Morrow // AHB of Greater Birmingham, Irondale, AL
Session Description
Digital marketing tools and tactics are constantly evolving, and keeping up with the changes presents a real challenge for busy sales and marketing professionals. During this session, 12 of the most effective online marketing tools will be discussed and demonstrated, including: online contests, email marketing, YouTube, Facebook, mobile sites, Google+, SEO, Houzz, LinkedIn, Pinterest, blogging and Twitter. In the end, you will have a better understanding of what tools are driving new leads, how to use them and the pros and cons of each so you can determine which are right for promoting your business.
Learning Outcomes
Identify and understand top digital marketing tools with industry-relevant examples.
Assess which digital marketing tools will work for your company, based on the examples provided.
Learn from the presenters' experience and make decisions regarding allocation of time and resources on the newest digital marketing tools.
Mobile SitesBuyers will leave your site if
its not optimized for mobileMobile Site Must-Haves:
Speed, clarity, finger-friendly
Map/directions & built-in GPS for communities
Easy access to contact info Mobile couponsSocial integrationMobile forms
Responsive Design Site Features
Mobile Sites
Campaigns Lead-capture/
opt-in list building
Traton Homes Example:
4,005 individuals opened the e-flyer
515 clicked through to the landing page
246 landing page visits100 unique guesses310 new Facebook likes 77% increase in
Facebook traffic
TwitterPerception: Who is Using it Most?
CelebritiesNews Professionals Politicians/Elected Officials
Then, there’s the rest of us: Most common complaint about twitter:
“I don’t get it.”What really matters most about twitter:
Twitter is shortTwitter is mobile (and geo-specific)Twitter is real-time
TwitterStatistics: 100 million+ active registered users 230 million Tweets per day Percent of Twitters who don’t tweet but watch other people
tweet: 40% Number of tweets that happen every second: 159,722
So, why do celebs, news pros, and politicians like it? Real-time news Searchable Customizable Experiment with what “sticks” Bypass conventional PR channels Build and Craft their personal “brand”
TwitterKey Elements / Terms to know: Tweet Follow Retweet (RT) @replies Direct Message (DM) Hashtag (#)
How to Use Twitter to build brand: Share industry and local/national news Announce/remind members about events/meetings Share association news Share staff kudos Market research Brand monitoring
YouTube
Statistics
1 million+ unique users each month
Making the Most of YouTube
SEO Branding Content Calls to Action Bulletins Testimonials Advertising Insights Leverage other Social Media Accounts
YouTube
Houzz Why
Showcase work Free and immediately
accessible Searchable Connect with other
professionals How
Ideabooks Articles, discussions,
message boards and chat Referrals
Houzz
Houzz
Pinterest Powerful demographics Grabs more e-commerce shopping than any other social
media site Visuals are ideal for building your brand Best Practices
Pinterest – Best Practices
Google+
Why use Google+? Features SEO Local Integration Social Integration 500 million users (Jul
2013) What to post? Authorship for SEO & Author
Tags
Google+
Blogging Increased
Website Traffic Better SEO /
Fresh Content – The Core of your Content
Enhance Brand Awareness
Syndication Hub Integrates
Marketing Program
Blogging
Grandfather of social media: the start and end of tools that are offshoots of blogging itself
Blogging Online
Footprint Foundation of
the program
Realtor OutreachWhy?
For every 1 new home sold, 8 resale are sold.Homebuilders who actively promote long term
realtor relations credit up to 50% of their sales to Realtors.
How?Reach them in the space they are in.Tell them what is in it for them.Make it just for them.
Realtor Outreach
Email Marketing
44% made at least 1 purchase last year based on an email
Tips Integration with Overall Marketing Program
Email Marketing
Search Engine Optimization
Search Engine Optimization No longer just about how to get on page one;
it’s now a comprehensive strategy that deals with business processes and content marketing.
Major Google changes
Speaker Contacts:
Chad DavisNAHB202-266-8328
Mary DeWalt Mary DeWalt Design Group, Inc. 512-236-0017
Kelly Fink The Providence Group of Georgia, LLC678-218-1728
Janette Hawkins
Keystone Custom Homes717-464-9060x215
Mitch LevinsonmRELEVANCE, LLC847-259-7312
Carol MorganmRELEVANCE, LLC770-383-3360x20
Matt MorrowAHB of Greater Birmingham205-912-7000