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Marketing in The Digital Age

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  1. Marketing in The Digital Age Joaquin Erazo, Jr. Vice-President of Marketing Case Design/Remodeling, Inc.

  2. Agenda • The internet • Building a top website • Getting people to your site • Other technology marketing • Q&A

  3. I’m a Marketing Guy,Not a tech guy! • Marketing has changed! • Technology makes marketing easier • If you don’t adapt, you’ll be left behind

  4. Dominant Marketing by Remodelers Is this good?

  5. Savvy Remodeling Marketing

  6. The Web

  7. Traditional Marketing is Declining

  8. Changing Demographics • Boomers still represent the majority of remodeling expenditures… • Boomers have crossed the internet threshold • Generation X – The new targets? • Will be more affluent • Will have higher disposable income • Has a higher net worth than their parents at their age. • Have much higher expectations

  9. Planning Your Website

  10. Planning your website • The internet is a great way to appear larger than you really are • The web can be inexpensive or expensive • Navigation and traffic matter most • Write copy for non-readers • Don’t create an online brochure

  11. Domain Name • Select it Carefully • Use your company name • Memorable • Error resistant • Avoid unusual characters • Include searchable words

  12. Your Home Page

  13. About Your Company

  14. Highlight Differentiators - Process

  15. Awards - quality

  16. Thumbnails – for ideas

  17. Testimonials - confidence

  18. Streaming Audio - dimension

  19. Make sure they accomplish something

  20. Service Areas – we can help them

  21. Frequently Asked Questions

  22. Employment Application

  23. Affiliations and Alliances - pro

  24. Newsroom - branding

  25. Provide Resources - answers

  26. Website Lessons Learned • Start with the architecture - strategically! • There are still people using dial-up • Position your site as a resource • Use Flash or iPIX carefully • Nobody reads long copy on the web • Create printer-friendly options • Avoid sending them away from your site

  27. How to get people to your site

  28. Driving Traffic • Domain name everywhere • Search Engine Optimization (SEO) • Pay-per-Click • Local Directories • Link Partnerships

  29. SEO - Google can be Friend or Foe • Keyword research - Think about the words and descriptions your clients will use • Create content - Create content to include your keywords. Search engines and visitors like this • Improve your link popularity • Create keyword-rich titles

  30. Sponsored links appear next to or above search results Sites such as Google and Yahoo Ads can be targeted to certain keywords or geographic areas Search Engine Advertising

  31. Banner Ads • Be careful about selecting where to place banner ads • Teaser messages are best • Insist on weekly traffic reports • Pay for time or conversion

  32. Get Legitimate Links Out There

  33. Referral Services

  34. Other ways to leverage Technology in Marketing

  35. Database Marketing • Your past clients are key • Keep your client database in order • Use off-the-shelf contact management software or build your own • Use RFM to determine your best clients- Recent(cy) – Frequency – Monetary Value • Communicate with them!

  36. Database Marketing

  37. Build TOMA

  38. Leveraging E-mail

  39. Web Baby Steps • Review other sites • Keep it simple • Get the basics on your site • Make it easy to navigate • Create a clear next step • Web and technology should only be part of your marketing mix

  40. Maintain Your Balance!

  41. Questions