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

Email

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

Sean@blureach.netCell: 504.813.6644LinkedIn.com/in/seansimoneFacebook.com/TheSeanSimoneTwitter.com/BRsocialmedia