Online Marketing Success in 2015

RealtorⓇ Summit 2015

Adriel MichaudTop Draw Inc.

topdraw.com/presentations

Overview

● How Online Has Changed● Creating a goal framework● Regular old SEO● Local SEO● AdWords● Social● Marketing Automation● Question Period

About Top Draw

Online Marketing Agency

● Build Websites● Online Marketing

Online Agency since 1995

Focus on results

27 Employees

How Online Has Changed

● It’s no longer that easy

Online Space

Online Space

Don’t give up!

Online Marketing Goal Framework

Goals: Sample

● Goal: Customer Acquisition● Goal: Reduce Costs● Goal: Customer Satisfaction

Lead Acquisition: Measure Cost Per Acquisition (CPA)

Regular Old SEO

Organic SEO

Ranking in Organic SEO

● Generally out of reach: extremely competitive● Requires in-house or agency to build & maintain

Local SEO

Local SEO

Local SEO

Google My Business

● Claim your location (phone call or postcard to verify)● Add logo, background image.● Add business info: phone number, category,

description, photos, videos, etc.● Add business hours.

Business Locations on Other Platforms

● Claim your location (phone call or postcard to verify)● Add logo, background image● Add business info: phone number, category,

description, photos, videos, etc.● Add business hours.

Reviews

Negative Reviews

Google My Business - Getting Reviews

● Create a rigorous after-sales process that generates reviews and testimonials.

● Use marketing automation if your volume is high.

Google My Business - Getting Reviews

AdWords

AdWords

AdWords

AdWords

AdWords

Advertising via AdWords

● $3/click● 5 calls per 100 clicks● Close 50%

● Advertising cost per closed sale: $120

Cost Per Acquisition: CPA

What is Remarketing?

• Remarketing is a way for you to show your ads to people who visited your website but didn't complete a desired action; for example, making a purchase or signing up

• It is a powerful way to stay engaged with your target audience and can radically improve return on investment for your marketing campaigns

What are the benefits of Remarketing?

More relevancy, more leads Remarketing increases the relevancy of your campaigns. You're targeting the right people with the right message

Wide coverage The Google Display Network reaches millions of unique internet users around the world

Message evolution With Remarketing you move from a generic message to a segmented message once prospects have visited your site and expressed interest

A user visits your website but does not make a purchase or complete an action

Google places a “cookie” in this user’s browser to show they visited your website

The user leaves your website and navigates through other websites on the Google Display Network

The “cookie” triggers your ad to show on these GDN sites. This gives you another chance to advertise to this user

How does it work?

Your audience before Remarketing.

• People are searching the internet for products and services

• They benchmark and compare during the buying process, so it’s important to ensure you have a presence when they do so

• You can target people who have previously visited your website but not performed a desired action

• For each new site they visit they are served your ad again - reminding them of your business as they continue to browse the web

Your audience with Remarketing.

How can I make it work for me?

• The key is to have very tactical messages – drive customers to your website with an exclusive offer

• Target people who have browsed your website but not converted

• Target customers who have started but not completed an online form

Conclusion: Why should I use Remarketing?

Remarketing gets results.

• Generally, new visitors do not convert on the first visit

• Retarget the right users with the right message and you could increase conversions

Performing AdWords for Real Estate

● Easy to spend a lot of money for no leads● Requires in-house expertise or agency to maintain

Social

Social

Marketing Automation

Marketing Automation

Marketing Automation

● Tracks customer touchpoints more rigorously○ Website form fills, Website visits, Phone calls, Online chat,

Social media engagement, Newsletter clicks, etc.

Marketing Automation

● Automates common customer workflows

Marketing Automation

Questions?

Full slide deck at: www.topdraw.com/presentations