Online Marketing: Key Tools and Concepts Sean Simone BluReach November 22, 2011
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Online Marketing: Key Tools and
ConceptsSean Simone
BluReachNovember 22, 2011
TAKEAWAYS:1.Choose the relevant content that will connect emotionally with potential homebuyers/sellers
2.Determine cost effective tools on the market that we can use to distribute content
3.Develop/Deploy a strategy for these tools
4.Stay within a reasonable budget
5.Measure Results & Repeat what works!
Market Research: Why not ask potential clients what they
want!
The Big 4: Online Sharing Tools
Websites, Landing Pages &
Blogs
Social buttons & email capture?
Search
Organic Search: A zero sum game
Watch: location, logged in/out, level of competition
What are your keywords?
Domains?
adwords: Paid Search Advertising
Goals? Focus on optimization
Google Places: easy setup/mgmt
Google Places: mobile friendly
No ads on smartphones
Search goes straight to Places for local terms
Facebook Advertising
Targeted by Geo, Age, Interests
Social
YouTube: People Share Videos
Nearly 17 million people have connected their YouTube account to at least one social service 150 years of YouTube video are watched every day on Facebook (up 2.5x year/year)100 million people take a social action on YouTube every week We see more than 500 tweets per minute containing a YouTube link
OpportunitiesVideo is in, but not being shared effectively
QuickEntertainingEasy
Majority of local agents aren’t using twitter/facebook effectivelyBe transparent and differentGive RELEVANT stuff and EXCLUSIVE info awayPay people!Professionally designed pages
Twitter: Engage or Die
#BatonRouge
#remax & #realestate are not relevant to me
#LSU
#GoBR
#Southdowns
Local YouTube & Facebook Pages: Incentivize People to
Share!
LinkedIn: B2B
Simple and Consistent
Average Open Rate of Real Estate Emails
18.48%
You send out to 5,000 people/month = 924 opens
http://mailchimp.com/resources/research/
Local Banner Ads
Local Banner Ads: LSU newspaper
Budget?
6 Month Budget (Optimal)Email Marketing: FREE
Monthly Email -> Free up to 5,000 emails
Facebook: $2,400 PPC Outreach
Twitter: Mostly Free Outreach - FREE PPE – Work with
Corporate
YouTube Videos: FREE
Locally Optimized Channel
Banner Ads: $6,000Google: $4,200
Organic SEO: $3,000
Adwords: $1,200Contest Prizes: $600
6 month total:
$13,200
Measure!
Hootsuite / Bit.lySescout / SerpIQ
EdgeRankCheckerTweetGrader / Twitalyzer
Klout
unique links, emails & phone #s
Measuring Results: Cost of a new fan?
$1.57 for this campaign..
What content is the most relevant? What time of the
day should we share?
When do people share?
Learn what works and repeat. Don’t repeat what doesn’t work.
Your turn!
Get loyal fans working for you!You don’t need a huge budget.Ask your audience what they want!Change course quickly and frequently.Viewer > Fan > Client
Sean Simone
[email protected]: 504.813.6644LinkedIn.com/in/seansimoneFacebook.com/TheSeanSimoneTwitter.com/BRsocialmedia
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