build your business with online marketing

Build Your Business with Online MarketingTEMA FRANK

FRANKONLINEMARKETING.COM

APRIL 2014

Adapted from a presentation to the Residential Construction Industry Conference, 2014

1.Why the Web Matters to Your Business

2.I’m Busy. What’s Most Important?

3.How to Manage & Keep it Working

What is Web Marketing?

= “digital” marketing

•Online, web based (includes online advertising)

•Mobile (phones & tablets)•Social networks •Search engines

Why the Internet Matters To You• 92% of house hunters use the Internet in their search

–42% start by looking for potential properties online–14% looking for info about the home buying process–12% looking for online recommendations in choice of agent

• 68% of adults access the internet on a cell phone, tablet or other mobile device

• Builders look online for new suppliers

Sources: National Association of Realtors annual Profile of Home Buyers & Sellers, 20132. Source Pew American Internet Life project http://www.pewinternet.org/2014/02/27/part-1-how-the-internet-has-woven-itself-into-american-life /

Everybody’s Doing It

Social Media & Internet Users in Canada, by Age

Age Social media users Total internet users Populationunder 18 19.70% 21.50% 22.4% (0 - 19)18-24 12.30% 11.30%

20.9% (20 - 34)25-34 16.50% 15.80%35-44 16.00% 15.40% 13.5% (35 - 44)45-54 16.40% 16.20% 28.3% (45 - 64)55+ 19.10% 19.70% 14.9% (65+)Source: comScore Inc., Aug 28, 2013Note: numbers may not add up to 100% due to roundingPopulation source: Statistics Canada & eMarketer July 1, 2012

What’s The Difference?

• Uses good online marketing

• Booked solid

• No online marketing

• Mostly empty

Both beautiful, 10 min walk from each other

Benefits of Being Active Online

• Be found more easily

• Establish credibility

• Build networks

• Improve customer service

• Lower customer service costs

• Relatively inexpensive form of marketing – (a 1-time 1/8 pg ad in Edmonton Journal costs nearly $3000)

Where Do I Start?

It’s a Process

Strategy Comes First

•What are your goals?

•Who is your target market?

•What do they want?

•Why are you their best choice?

•Where do they hang out?

Who’s Your Customer?

Photo credits: Man- Flickr – Tim Rodenberg; woman – Flickr – Sam Churchill; Family - TFrank

Where to be online – Consider:• Cost/Benefit Analysis

– (include cost of doing nothing)

• Time/Staffing Availability

• Comfort Levels

• Target Customer Behaviour– Where do they spend time?– What social media tools do they use?– What questions do they have?– What technology do they use (e.g. smartphones, ipads?)– Who do they believe / trust?© FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM

What Are Your Goals?

• Awareness?

• Credibility?

• Calls?

• Referrals?

• Save phone answering time?

• Other?

Competition• Who else is trying to reach your audience?

• Where and how are they doing it?

Match Message & MediumPlatforms multiplying & changing constantly

FacebookTwitterPinterestInstagramLinkedIn Youtube SlideShareTumb.lrGoogle+Mobile E-mailYour site(s)

Photo by Komgrit, Flickr

What Do We Really Need?

1. Website

2. Facebook & Linked In

3. E-mail list

4. Google “Local” Pages

WebsiteMust cover the basics & be easy to use

Don’t do this!!

Website Essentials1.Who

3.What

4.Where

5.When

• Google Analytics

• User Testing!

Why Outside Testers?

1. Employees know their organizations too well.

2. Site designers know computers too well.

Choose Your Social MediaBased on:

1. Where prospects hang out2. What you think you can sustain

Most Important Today (for most of you)LinkedIn – for suppliers, jobs, colleaguesFacebook – for home buyers, customers

LinkedIn Basics• Set up personal page

• Set up company page

• Use pictures

• Encourage all friends, clients, contacts to Follow your page

• Encourage clients to write testimonials

• Join & participate in Groups

USEFUL

Linked In Groups

For networking with:– associates, potential customers, potential suppliers

Group examples:– Luxury Home Builders Network (and subgroups)– Home Renovations & Construction

Facebook for Business• Start at https://www.facebook.com/business/overview/

• Fill in the blanks

• Link to your website! (Don’t rely on Facebook!)

• Invite friends and contacts to “like” your page.

• Post frequently

• Use pictures!

• Encourage interaction

I Can’t Get No… Interaction

https://www.facebook.com/TinyHomeBuilders

(With apologies to the Rolling Stones!)

Great Competitive Intelligence!

E-mail: Build Your ListE-mail still effective

–Ideally weekly (if you have something worth saying)

–Minimum monthly–Can “repurpose” content

for print, social media, website

–Ethical bribes to grow list

E-mail Marketing Tips• It’s about THEM, not you!

• Catchy headlines

• From a person (& reply to)

• Simple format

• Must be readable on mobile

• Don’t spam!

• Use a service

Google Local

Places for Businesshttps://www.google.ca/business/placesforbusiness/

Google+ Business Pageshttp://www.google.com/+/business/

Google Places

Also add • Hours• Website link

Google+ Business Pages

• More details allowed

• Can be conversational

• Use header space more effectively than this

Online Advertising• PPC vs CPM

• Google Search vs Ad Networks

• On social media itself –Don’t just “boost post”!

• In others’ e-newsletters

• Should you allow ads on your site?

PPC EssentialsDo keyword research first

Keyword Spy

Google Keyword Tool

We’re Ready. Now What?

Monitor monthly1. Conversion rates2. Bounce rates3. Audience growth4. Engagement rates5. Open rates6. Click-through rates

Free Tools– Google Analytics– Facebook Insights– E-mail reports

•Give them more of what they value

Tema (at) frankonlinemarketing.com

1-866-249-9262 Twitter:@temafrank

Listen to the Frank Online Marketing Show

(weekly podcast on iTunes, Stitcher or at http://frankonlinemarketing.com/show)

Get your website user tested! http://webmysteryshoppers.com

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