AMPLIFY YOUR DIGITAL MARKETING STRATEGY. Webinar May 24, 2016

Transcription

1 AMPLIFY YOUR DIGITAL MARKETING STRATEGY Webinar May 24, 2016

2 Housekeeping Items This webinar is being recorded. A follow-up will be sent with a link to the recording. Questions can be submitted through the GoToMeeting control panel. Following the webinar, we ll be drawing an attendee s name to win a FREE Summit registration. Housekeeping Items

3 Agenda Introductions SEO & PPC Trends Digital Marketing To Dos Event Tracking Demo Question & Answer Agenda

4 Matt Frandsen Associate Director of SEM Entrata Sarah Greenough Chief Marketing Officer Princeton Properties Ryan Nadeau Chief Evangelist & Founder Panelists

5 Using SEO & PPC

6 PPC Assisted Keyword Research KEYWORD RESEARCH Use PPC as a means for SEO research Improve click-through rates by testing keywords in PPC ads BRING IT BACK TO BASICS Don t use PPC to offset SEO results for poorly created websites Using SEO & PPC

7 PPC and SEO Strategic Initiatives Watch Factory Lofts struggled with online presence with a -32% downward trend in website traffic. SEO and PPC adjustments went live in February 2015 and the following results ensued: Jan Feb vs. Mar Apr 2015 Organic Growth = 28% (7618 visits) Jan Feb vs. Mar Apr 2016 Organic Growth = 55% (8206 visits) The difference in organic sessions for this time frame is now positive at 7.7%. Using SEO & PPC

8 New Google Search Layout GOOGLE SNACK PACK Local adds now show up in the mobile snack pack interface Google SERP 16 MapAds are also on the snack pack Additional ad in mobile search Using SEO & PPC

9 Measuring Success in the Current Environment

10 Conversion Metrics How do companies measure success in today s current search environment? How should companies be measuring conversion? How do companies isolate it? What external factors impact your success? Housekeeping Items

11 Princeton Properties Data

12 Princeton Data Organic Sessions Jan - Apr 2015 vs Princeton Properties Data

13 Princeton Place Report This property tried to rank better for apartments near UMASS Worcester. Entrata and Princeton Properties made some changes which resulted in Princeton Place showing up organically and on maps. With some SEO brainstorming and better content marketing, Princeton Place was able to outrank the competition. Princeton Properties Data

14 Other Tracking Methods Use additional tools to track the entire sales funnel. Walk-Ins Bluetooth Beacons Call Tracking Princeton Properties Data

15 SEO & PPC Trends

16 Mobile Search Behavior 49% 2015 Mobile Traffic NEAR ME How do you incorporate organically? Local Ranking Factors: Proximity Relevance 19% 2014 Mobile Traffic Prominence Blog, create dynamic sites, make your footprint larger to increase prominence SEO & PPC Trends

17 Traffic Trends LOCAL TRAFFIC Requires companies to look at proximity Geofencing needs to be used for effective ad interactions Most potential residents live in close proximity to your communities SEO & PPC Trends

18 Digital Marketing To Dos

19 SEO To-Do List Know and capitalize on the top three SEO ranking signals: Link Building Content Rank Brain Digital Marketing To Dos

20 Link Building Know the content that already exists for your brand. In other words, know where your brand is being mentioned. If you are being mentioned, ask the company to link back to your property. Digital Marketing To Dos

21 Content Companies should also create their own strategic public relations campaigns. Generate buzz around new construction projects, events, renovation, etc. Digital Marketing To Dos

22 Rank Brain Rank Brain is essentially unknowable. There isnt a way to know how to make this work for you, so you have to take Google at face value. Digital Marketing To Dos

23 PPC To-Do List Budget Suggestions Keyword Suggestions Target Audience/Target Mediums Social Remarketing Digital Marketing To Dos

24 Budget Suggestions Effective ways to determine a budget include finding a vendor or hiring an employee to do competitive research. Companies should also tighten up on ad copy and not give money away to Google. Digital Marketing To Dos

25 Keyword Suggestions People usually hone in on broad keywords, but with apartments, you need to have variations. Do not target random keywords. Keywords cost different amounts in different areas. Digital Marketing To Dos

26 Target Audience/ Mediums Identify who your audience is for each property and cater your paid advertising to that audience. Make each click count and convert. Digital Marketing To Dos

27 Social Remarketing Use social media as another medium for paid advertising. The cost for Facebook and YouTube ads is much more affordable in comparison to traditional Google Ads. Digital Marketing To Dos

28 Event Tracking Demo

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31 Questions?