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Effective Digital MarketingFive State Manufactured Housing Convention
Chris Prendergast
CHRISPRENDERGASTPartner & Chief Strategy Officer
Certified Web Analyst
twitter.com/chrisprender
Your digital presence is your best sales tool.
LET’S GETEXCITED
WebsiteExperience
AGENDA
Search Marketing
Other Digital Channels
WEBSITE EXPERIENCE
WEBSITEEXPERIENCE
● Mobile-Friendly Sites● Fast Page Speed● Writing for the Web● Calls-to-Action● Measuring UX
MOBILE-FRIENDLY WEBSITES
Your website visitors are on their phones already.
What is their experience?
40% of consumers will leave a page that takes longer than
three seconds to load.
FAST-LOADING WEBSITES
One of the best UX investments you can make is in a faster website.
WebPageTest.org
WRITING FOR THE WEB
Good web writing uses:● Simple language● Headings &
subheadings● List-based content
CALLS-TO-ACTION
What is the next step you want your users to take?
Give users a conversion path on every page.
CALLS-TO-ACTION
What is the next step you want your users to take?
Give users a conversion path on every page.
MEASURING USER EXPERIENCE
Google Analytics is a free tool to measure user experience.
Data is only meaningful if you are tracking toward business goals.
SEARCH MARKETING
● Search Basics● SEO Ranking Factors● Local Business
Listings● Paid Search
Marketing
SEARCHMARKETING
SEARCH RESULTS
Three chances to rank: Paid Search, Map Listings, or Organic Listings.
Work hard to slowly increase rankings—or just buy your way to the top.
SEO RANKING FACTORS
● Website Content● Technical SEO● Backlinks● Usability
USEFUL, UNIQUE CONTENT
Write content that matches what users are looking for.
Keywords are good, but solving problems is better.
TECHNICAL SEO
How well can search engines access your site?
Minimize broken pages, minimize redirects, make your pages fast.
Screaming Frog SEO
BACKLINKS
An outside link is an endorsement.
What other sites (quantity and quality) are endorsing your site with backlinks?
Ahrefs.com
LOCAL LISTINGS
#1 most important: Claim and fill out your Google My Business listing.
After that, work to complete other listings.
Moz.com/Local
PAID SEARCH
Pay your way to the top! (Pay-per-click)
Make sure you can track the return on your spend.
Double-check keywords, geography targeting.
OTHER DIGITAL CHANNELS
DIGITALCHANNELS ● Email Marketing
● Social Media● Display Advertising
EMAIL MARKETING
Good for:● Repeat purchases● Slow sales cycles
Only makes sense if you have an email list, or have the budget to grow one.
SOCIAL MEDIA
“Free” audience isn’t really free any more.
You don’t have to be on social media. But if you are, make sure you are tracking the time investment.
DISPLAY ADVERTISING
Modern-day equivalent of billboard advertising.
New targeting can focus on “conversion goals”, new tracking can measure offline interactions.
