Managing Digital Marketing Strategies to Help Grow Your Business - - PowerPoint PPT Presentation

Managing Digital Marketing Strategies to Help Grow Your Business

BETTER CONNECTIONS:

NRMLA 2017 Annual Meeting

LaunchHawk Marketing, LLC

Jim Berkowitz

Founder & CEO of LaunchHawk Marketing, LLC. Founder of 6 other startups (4 successful money makers) Mentor with the Telluride Venture Accelerator and SCAPE. Mentor with TechStars StartupNEXT and Startup Weekend Programs Creator of the PinPOINT Program (For Product Positioning) Expertise in Launching Startups, Growth Hacking, Digital Marketing & CRM Technology

NRMLA 2017 Annual Meeting

Facebook Audiences

SEM

NRMLA 2017 Annual Meeting

The Digital Marketing Realm

NRMLA 2017 Annual Meeting

Social Media Marketing

• Focus your efforts on Facebook
• Share content daily (a mix of original & third-

party)

• Build & use target & custom audiences
• “Boost” your best content frequently
• Make your website a reverse mortgage

information hub (with pillar pages)

• Use Remarketing… it works!
• Think local (use “Google My Business”)
• Test, test, test and use available analytics

Winning Best Practices

NRMLA 2017 Annual Meeting

Social Media Marketing

Currently: 2.01 Billion Users Growing @ 20 million users by month. There are over 21 million people 62 years old & up

• n Facebook!

NRMLA 2017 Annual Meeting

Retargeting

NRMLA 2017 Annual Meeting

Search Engine Optimization

• Organic SEO vs. Paid SEM
• National vs. Local SEO (Geo Targeting)
• Develop keyword strategies (cover entire

buying process)

• Shift to mobile-first indexing & Google

AMP (Page load speed matters)

• Long-tail phrases - consider voice search
• Link building is still important
• Test, analyze, optimize, repeat

Winning Best Practices

NRMLA 2017 Annual Meeting

Pay-Per-Click (Search Engine) Marketing

• Don’t use just Google (Use Bing & Yahoo too)
• Do your keyword research
• Use negative keywords effectively (ex. free)
• Use landing pages for lead capture
• Consider different creatives for desktop &

mobile ads and landing pages

• Consider display campaigns (banner ads)
• Analyze what your competitors are doing

Winning Best Practices

Pay-Per-Click (Search Engine) Marketing

Google Ads Google My Business Ratings are very important

Search for “Reverse Mortgages in Colorado”

Organic search results

When your PPC campaign is well-designed and running smoothly, the click and the visit to your landing page or website will be worth far more to your business than what you payed for the clicks.

NRMLA 2017 Annual Meeting

Website Marketing Optimization

The Digital Marketing Lifecycle

1 Attract Visitors to Your Website 2 Convert Visitors Into Leads 3 Close New Business Every Phase Should Be Optimized Digital marketing optimization has become required for Internet

marketers who wish to compete successfully. From website

visitor to closed business, and with the right tools, every phase can be optimized to reduce cost and increase sales.

NRMLA 2017 Annual Meeting

The Classic Sales Funnel

Ad Get Contact Info. Teach / Share Research Get Application Mortgage Closing Landing Page / Website

Buyer Stages Selling Steps

Fuel: TRUST

NRMLA 2017 Annual Meeting

E-Mail Marketing

Email Marketing Do’s

• Strive for ongoing healthy list growth
• Send emails with a clear goal in mind
• Keep all emails simple but enticing
• Be honest & transparent
• Give your emails a distinct “flair”
• Automate the sales funnel (Timely Messaging)
• Personalize your emails
• Use smart segmentation
• Ensure your emails are easy to read on all

devices

• Track your emails, monitor results, A/B test

NRMLA 2017 Annual Meeting

E-Mail Marketing

Email Marketing Dont’s

• Don’t be a spammer; everybody hates spam
• Don’t write boring emails
• Don’t forget “Call-To-Action” links
• Don’t buy email lists
• Don’t send emails without editing and

proofreading them

• Don’t Try too hard and go overboard
• Don’t use bombastic subject lines (Click-bait)
• Don’t make emails all about you

NRMLA 2017 Annual Meeting

Content Marketing

• Positions you as an authority
• Proven method of lead generation
• Engages target audience with valuable information
• Helps prospects flow through their buying process
• Increases brand awareness
• People engage more easily and emotionally to

Images & video

Why Content Marketing?

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou

NRMLA 2017 Annual Meeting

Content Marketing Example

Content Curation Tool

A content curation tool gathers all new internet content “real-time” based on “keywords and phrases” or from pre-selected blogs and news sites. Pick “the best of the best” content to post.

Content Marketing Example

Link with embedded Call-to-action

Post to Facebook once or twice a day. Use post scheduling software to publish at the best times of the day. Use a call-to-action linking tool on every post to drive traffic from someone else’s content to your content.

Add a custom call-to-action to any page Social Media post scheduling tool

Content Marketing Example

Personal or Company Branding Send prospects to any website or landing page

Your branded custom call-to-action banner

• verlays on top of the third-party content.

It can drive traffic to your content or collect emails on the fly.

TheStreet.com

Sniply adds your custom call-to-action to any page

Content Marketing Example

Always drive traffic to a place where they can get access to the information that they need to move forward in their buying process. Offer one or more calls-to-action to encourage them to take the next most appropriate step. Don’t force the prospect to exit the digital realm to a direct phone conversation or meeting. Let them choose when they want to do so. Don’t force prospects (right away) to give you more information than they would give to a stranger (establish trust first).

Facebook Game Plan: Developing a Successful Skill Set (A Facebook Advertising Case Study)

TUESDAY NOVEMBER 14TH 2:15 PM TO 3:15 PM

DON’T MISS IT!

NRMLA 2017 Annual Meeting

LaunchHawk Marketing, LLC

Jim Berkowitz LaunchHawk Marketing Founder & Lead Growth Consultant Telluride, Colorado Website: http://www.launchhawk.com Mobile Tel#: 720-384-5953 Email: jberkowitz@ launchhawk.com LinkedIn: https://www.linkedin.com/in/jberkowitz/