3 latest marketing and selling techniques

Latest Marketing and Latest Marketing and Selling TechniquesSelling Techniques

Social Media ExpertSocial Media Expert

• A joke used to refer to persons claiming to be experts in the field of social media.

• The punch-line being that those with enough expertise in the field know it's an impossible field to be an expert of.

Topics Discussed TodayTopics Discussed Today

• Marketing to First-Time Home Buyers

• Design A Marketing Plan w/ Social Media

• Building A SEO-Rich Blog

• Using Twitter To Get Clients

First-Time Home BuyersFirst-Time Home Buyers

• Who is a First-Time Home Buyer?– someone buying their first home.– someone buying their home for the first time.


CHARACTERISTICS OF FIRST-TIME HOME BUYERS – NAR

• Forty-one percent of recent home buyers were first-time buyers.

• The typical first-time home buyer was 30 years old.• The median income was $60,600 among first-time buyers.• About one-quarter of first-time buyers identified their race or ethnicity as

non-white.• Twenty percent of recent home buyers were single females, and 10 percent

were single males.• For two-thirds of recent home buyers, the primary reason for the recent

home purchase was a desire to own a home.

Profile of Home Buyers and Sellers 2008

http://www.realtor.org/research/research/reportsbuysell

http://www.realtor.org/research/research/reportsbuysell

First-Time Home BuyersFirst-Time Home BuyersCHARACTERISTICS OF FIRST-TIME HOME BUYERS – NAHB

• The average age of the householder was 33 years old . Almost two-thirds of these householders were under age 35 while less than 5 percent of these householders were over age 55.

• The average size of those households was 2.7 persons. • The average first-time buyer household had an income of $64,074. • About 31 percent of first-time buyers are married with children, one-person

households are about twice as likely to be male headed as female headed, but single parent headed households are about twice as likely to be female headed as male headed.

• About two-thirds of first-time buyers are white non-Hispanics, 11 percent are black non-Hispanics and almost 15 percent are white Hispanics.

• Lastly the percentage of first-time buyers that were previously renters is about 77 percent.

Special Studies, January 23, 2008Elliot F. Eisenberg, Ph.D.Report available to the public as a courtesy of HousingEconomics.comhttp://www.nahb.org/generic.aspx?genericContentID=88533

http://www.nahb.org/generic.aspx?genericContentID=88533


Who is a First-Time Home Buyer?The law defines "first-time home buyer" as a buyer who has not owned a principal residence during the three-year period prior to the purchase. For married taxpayers, the law tests the homeownership history of both the home buyer and his/her spouse.

Example Groups of First-Time Homebuyers– Recently Married

– College Grads– Rebuilding Credit – Emerging Markets


• How Do You Market to Them?– Direct To Consumer– Referral-Based

• Topics to Market “Overcome the Obstacles to Home Ownership”– Where Do I Get My Funds To Close?

• Hot Topic: First-Time Home Buyer Tax Credit– How Can I Qualify and How Much Can I Afford?

• Obtain basic knowledge of FHA and USDA financing.

– Why Should I Buy A House?• Rent v. Buy Analysis• Tax Benefits

Design A Marketing Plan w/ Social MediaDesign A Marketing Plan w/ Social Media

• The Most Important Advice I Can Give You Today Is …

“Do Everything With A Plan!”


1. Indentify a Specific Target MarketIt may consist of …

• home buyers that receive the most benefit from the service that you provide.

• home buyers with whom you share distinct commonalities.

• home buyers that you are more strategically positioned to serve.

• today’s hot market trend followers.


2. Establish Your Unique Selling Position

• Why would someone want to do business with you?

• What differentiates you from your competition?

• What is your niche?• Know your strengths.• Know your weaknesses.


3. Set Goals and Forecast Your Results• Determine how much you want to make in

the next 24 months.• Estimate how many transactions it will take

to reach that goal.• Estimate how many hours a week it will take

you to reach your goal.


Push and Pull Marketing Classic Definitions:• A push strategy in marketing is used when the product

is "pushed" to the consumer by distribution and promotion.

• In a pull system, the consumer requests the product

and "pulls" it through the delivery channel.


Push and Pull Marketing The “Steve Lines Social Media” Definitions:• A push strategy in social media is using social

networking (linked-in, facebook, twitter, etc.) to "push" your product to your target market. What is your product? You! In other words, referral marketing.

• A pull system in social media is providing and promoting information, tools and service that your target market will seek after and request (ex.

blogging).


Act Methodically and Track Your Results

• Define Your Production Units

• Seek Feedback

• Modify Your Actions If Your Actual Results Do Not Meet Your Forecast

Time To Convince The SkepticTime To Convince The Skeptic

“Social Media,

I don’t get it!

What could social media possibly do for me?”


“Why would I need social networking, I’m a member of a networking group already.”


LinkedIn is a business-oriented social networking site mainly used for professional networking. As of May 2009, it had more than 40 million registered users spanning 170

industries. The purpose of the site is to allow registered users to maintain a list of contact details of people they know and trust in business.

A contact network is built up consisting of their direct connections, the connections of each of their connections (termed second-degree connections) and also the connections of second-degree connections (termed third-degree connections). This can be used to gain an introduction to someone you wish to know through a mutual, trusted contact.It can then be used to find jobs, people and business opportunities recommended by someone in one's contact network.


“Sounds like I can join any number of networking group with like-minded professionals with similar interests and backgrounds who are willing and able to refer their friends, family and co-workers to me.

Hey, I could use that for push marketing.”


“You haven’t seen my sphere of influence. I bet that if I sat down and put pencil to paper, I might be able to come up with 30 or 40 names of people I know. If I tell them I’m a loan officer, they might use me to finance their next house.”


Facebook is a free-access social networking website. Users can join networks organized by city, workplace, school, and region to connect and interact with other

people. People can also add friends and send them messages, and update their personal profiles to notify friends about themselves. A February 2009 Compete.com study has ranked Facebook as the most used social network by worldwide monthly active users.

http://en.wikipedia.org/wiki/Compete.com


“Wow, I signed on Facebook and I reconnected with 200 of my old friends, relatives, past coworkers and past customers. I can keep in touch with all of them just by updating my status. Plus, every time that I talk to them, all of their “friends” get my updates too. It sounds like I could use that to generate referral business.”


“I don’t need that social media junk. I have a company that sends out monthly newsletters for me and birthday reminders.

I also email my database with interesting news articles and call them to see what they thought about it.”


Facebook gives you birthday reminder prompts for all of your friends and you can contact everybody at any time.

Linkedin allows you to participate in discussion panels with your networking groups about relevant current events.


Blogging allows you to demonstrate your expertise and knowledge in your field. You can set up your blog so that every time you post and article, your entire database is notified.

Twitter lets you broadcast in real-time any current event.


All of the above provide an opportunity for both push and pull marketing (referral generation and direct-to-consumer marketing). They all allow you to be a member of a community and control the media. You can set yourself up to be the expert source of relevant information for your referral partners and customers.

Effectiveness and EfficiencyEffectiveness and Efficiency

• Traditional marketing tools are effective and proven. However, many people still do not see the purpose and benefit of social media (social networking).

• I hope that you can see that social media can be used to enhance proven traditional marketing strategies.

Building A SEO-Rich BlogBuilding A SEO-Rich Blog

• Basic Terms:– A blog (a contraction of the term "weblog") a type of website,

with regular entries of commentary.– Search Engine Optimization is the use of various techniques to

improve a web site's ranking in the search engines and thus attract more visitors.

– A post is an entry made by someone on their blog.– The anchor text is the visible, clickable text in a hyperlink. – Hyperlink is a reference in a document to an external piece of

information. The most common usage is in the Internet to browse through web pages.

– Keywords are specific words or phrases often within the content of a website. Search engines use keywords in order to search for relevant websites.


• First Thing, Remember Your Marketing Plan.– Who is your target market?– What is your unique selling position?

• Pick a keyword-rich, descriptive web address that is tailored to your target market.


I recommend WordPress.

• High Usage – No need to recreate the wheel and ever-evolving designs, tools and functionality

• User Friendly – Easy to set up, lots of resource material for experienced users and beginners.

• Free!


• Steps to Set Up A SEO-Rich Blog

http://yoast.com/articles/wordpress-seo/

http://yoast.com/articles/wordpress-seo/


• Write SEO-Rich Posts– Always Write Quality Content– Always Use a Plan!– Always Benchmark Your Competitors!

• Post Topic– Title– Description– Keywords Promoted– Body Text Has Proper Keyword Density– H1 Headings– Bold Text– Anchor Text– Image Alt Text

– Always Prompt Action and / or Contact


Link Building is the core of any website promotion strategy. Google and other search engines are known to trust websites with lots of high-quality incoming links.

• Use a plan!• Check who your competitors are getting their links from.• Get links from leading sites in your community.• Make sure the alt text is specific to the theme and

keywords you are promoting on your blog.• Try to get “do follow” links• Some argue that it isn’t necessary, but it is still a good

idea to try to get links from sites w/ a high google page rank.


Highly Recommended SEO Tools• Google Keyword Tool

https://adwords.google.com/select/KeywordToolExternal • Google Analytics

• Google Webmaster Tools

• Link Assistant SEO PowerSuite

https://adwords.google.com/select/KeywordToolExternal

Using Twitter To Get ClientsUsing Twitter To Get Clients

• What Is Twitter?• Twitter is a free social networking and micro-blogging service that

enables its users to send and read each others' updates, known as tweets. Tweets are text-based posts of up to 140 characters, displayed on the author's profile page and delivered to other users - known as followers - who have subscribed to them.


• WHY?– Belong To A Community– Be the Source of Media

• HOW?– Stick to Your Marketing Plan

• Build Your Community • Choose Your Followers – Quality of Quantity


– Import your database– Follow the Leaders– Pick Your Niche, Join The Community

Using Twitter To Get ClientsUsing Twitter To Get Clients• Good Twitter Posts Ideas (I Hate Spam)

1. Talk to people about THEIR interests, too. I know this doesn’t sell more widgets, but it shows us you’re human. 2. Point out interesting things in your space, not just about you. 3. Share links to neat things in your community. ( @wholefoods does this well). 4. Don’t get stuck in the apology loop. Be helpful instead. ( @jetblue gives travel tips.) 5. Be wary of always pimping your stuff. Your fans will love it. Others will tune out. 6. Promote your employees’ outside-of-work stories. ( @TheHomeDepot does it well.) 7. Throw in a few humans, like RichardAtDELL, LionelAtDELL, etc. 8. Talk about non-business, too, like @astrout and @jstorerj from Mzinga.

Using Twitter To Get ClientsUsing Twitter To Get Clients• Good Twitter Posts (I Hate Spam)

Ideas About WHAT to Tweet 1. Instead of answering the question, “What are you doing?”, answer the question, “What has your attention?” 2. Have more than one twitterer at the company. People can quit. People take vacations. It’s nice to have a variety. 3. When promoting a blog post, ask a question or explain what’s coming next, instead of just dumping a link. 4. Ask questions. Twitter is GREAT for getting opinions. 5. Follow interesting people. If you find someone who tweets interesting things, see who she follows, and follow her. 6. Tweet about other people’s stuff. Again, doesn’t directly impact your business, but makes us feel like you’re not “that guy.” 7. When you DO talk about your stuff, make it useful. Give advice, blog posts, pictures, etc. 8. Share the human side of your company. If you’re bothering to tweet, it means you believe social media has value for human connections. Point us to pictures and other human things. 9. Don’t toot your own horn too much. (Man, I can’t believe I’m saying this. I do it all the time. – Side note: I’ve gotta stop tooting my own horn). 10. Or, if you do, try to balance it out by promoting the heck out of others, too.

http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/

http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/

3 latest marketing and selling techniques

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