Shelby GreeneVP, Media Director

Capturing AND Converting Buyers From Paid Media

ABOUT ME

Today, I am working, planning a wedding and am a part-time Mom to two teenage bonus kids!

TBA’s Mission

To develop and execute Revolutionary Business-Building Ideas that help our

clients GROW! 4

If our personal lives and technology are changing this quickly, how on earth do we keep up with our marketing channels and knowing what to do?

Impressions

Consumer Purchase Journey

Lead Generation

Path to Purchase

Media Consumption

TV Sync

Social

Second Screen

Omni-Channel

Full Funnel Marketing

Retargeting

Conversions Analytics

Pixels

OTT/CTV

Streaming UTM

Tracking LInks

Custom Audiences

Fundamentals

★ Step Back★ Consider Your Primary Objective★ The Things You Should Be Doing★ What You Need To Know About Your Target★ Turn Paid Media Contact Into Owned Media

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It may be old but the marketing funnel is more relevant in today’s marketing than ever before.

STEP 1 - KNOWING THE AUDIENCE

WHO IS THE CUSTOMER?

38% of Homebuyers last year were 53 and older

2018 National Association of REALTORS® Home Buyer and Seller Generational Trends

★ Boomers and Seniors spend more time

online than they do watching TV★ 82% of Boomers who use the internet

have at least one social media account★ Facebook is the number one platform for

Adults 55+★ An average of 4.6 social media accounts★ Spend an average of one hour and 48

minutes daily on social media networking

Knowing the Audience

★ Love visuals, especially video★ YouTube is the preferred

video website★ Love to share with their

friends/community when they see something they like

Knowing the Audience

STEP 2 - CAPTURING THE AUDIENCE

We know the audience, what’s next? Moving them down the funnel from Paid Media to Owned Media to Conversion/Lead Generation and finally purchasing a home.

Once you know the audience, you can start building your plan- Traditional - Print, Radio, Television, Out-of-Home - Almost no tracking- Digital - Endless Possibilities and tracking

This is not an either or, but yes to both!

How do we start awareness stage?

Awareness does not equal just image, lead generation is a huge part of it as well.

Once we capture their attention from liking the page on Facebook, driving them to a landing page, capturing an email onsite at an event or a lead generation ad on Social Media, then we can start remarketing through owned media channels.

Moving them through the funnel

Brand Awareness Ads• Optimized towards people who spend at least four seconds with the ads on their

screen (Ad Recall Lift)• Can generate an immediate brand lift • Are designed to establish and grow a brand presence.

Drive To Website Ads • Further down the funnel, the Drive To Website ads fall under the Consideration ad

set. • These ads are optimized/retargeted towards people who have clicked through to

the website. • The goal of these ads will be to encourage people to browse through the website.

Moving them through the funnel

Lead Ads• This ad type will be used to build YOUR owned audience by collecting email

addresses directly on the Facebook platform.• The email addresses collected from these ads can be used for remarketing

purposes through weekly/monthly emails sent from your current database. • These ads also provide us with the opportunity to build lookalike audiences to

enhance targeting across all ad types.

Moving them through the funnel

Social Media is also one of the only options where you don’t have to worry about closed states.

STEP 3 - BUILDING DATABASE

★ Targeted social and display ads creating awareness and capturing leads

★ Optimize site for lead capture★ Email marketing to convert sales and feed

fans

Continue Building Database Onsite and through promotions

★ Website sign-ups with incentive★ Co-op marketing efforts★ Lead ads (giveaways and promos)

STEP 4 - OWNED MEDIA IMPLEMENTATION

★ Effective Email Marketing★ Relevant Messaging★ Segmented Audiences

Automated Marketing Emails

Automated Marketing EmailsGetting Started★ Create your plan ★ Create personas or scenarios★ Define your segments & channels★ Define your metrics

• Their first impression. What should they expect?

• Reinforce your story, your differentiation points, your strengths

• Create a feeling of exclusivity• Show your product mix• Incentivize

WELCOME EMAILS

Step 5 - Measure and Optimize

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Daily Dashboards & Monthly Reporting

PROCESS NEVER ENDS - ALWAYS FILLING THE FUNNEL

- Optimize on performance and target audience response

- Detailed reporting of performance of all media

- Review all placements and move budget and creative to top performing elements

- Negotiate with vendors to obtain most efficient placements

- Add in media tactics and budgets to Audience Insights and Strategy

- Create balance between Awareness and Active Evaluation

-Research target, media consumption, market area, industry trends

Audience Insight

Strategy

PlanningGoals & KPIs

BuyingOptimization

Reporting

Optimization

Just Get Started!★ Create your communication plan ★ Explore all of your opportunities★ Start with your foundational set, then advance★ Optimize, Test, Measure, Repeat

★ OWNED MEDIA IS KEY

CAPTURING AND CONVERTING BUYERS

★ RECOGNIZE HOW PAID ADVERTISING FITS INTO YOUR OVERALL MARKETING STRATEGY

★ BUILD YOUR OWNED MEDIA TO CONTINUE TO MARKET TO INTERESTED BUYERS

★ UTILIZE GOOGLE ANALYTICS AND OTHER TOOLS TO MEASURE THE METRICS THAT MATTER

★ OPTIMIZE YOUR AD SPEND AND IMPROVE YOUR ROI

Thank You!

Shelby GreeneThe Brandon Agency

Paid Social Media Funnel

DMA - Acquisition and the consumer mindset 2018

Consumers who see an ad and an emailare 22% more likely to purchase

DMA - Acquisition and the consumer mindset 2018