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

Facebook

Campaigns Lead-capture/

opt-in list building

Facebook

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

Twitter

Twitter

LinkedIn

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