BETTER CONNECTIONS: Managing Digital Marketing Strategies to Help Grow Your Business 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
Winning Best Practices
• 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
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 on Facebook!
NRMLA 2017 Annual Meeting Retargeting
NRMLA 2017 Annual Meeting Search Engine Optimization
Winning Best Practices
• 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
NRMLA 2017 Annual Meeting Pay-Per-Click (Search Engine) Marketing
Winning Best Practices
• 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
NRMLA 2017 Annual Meeting Pay-Per-Click (Search Engine) Marketing
Search for “Reverse Mortgages in Colorado”
Google Ads
When your PPC campaign is well-designed Ratings are very important 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.
Google My Business
Organic search results 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
Buyer Stages Selling Steps
Ad Landing Page / Website Get Contact Info. Fuel: TRUST Teach / Share Research
Get Application
Mortgage Closing
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
Why 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
“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.
NRMLA 2017 Annual Meeting Content Marketing Example
Social Media post Link with embedded Call-to-action scheduling tool
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 Content Marketing Example
TheStreet.com
Sniply adds your custom call-to-action to any page
Your branded custom call-to-action banner overlays on top of the third-party content.
It can drive traffic to your content or collect emails on the fly.
Personal or Company Branding
Send prospects to any website or landing 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). TUESDAY NOVEMBER 14TH 2:15 PM TO 3:15 PM
Facebook Game Plan: Developing a Successful Skill Set (A Facebook Advertising Case Study) DON’T MISS IT! LaunchHawk Marketing, LLC
Jim Berkowitz LaunchHawk Marketing Founder & Lead Growth Consultant Telluride, Colorado Website: http://www.launchhawk.com Mobile Tel#: 720-384-5953 Email: [email protected] LinkedIn: https://www.linkedin.com/in/jberkowitz/
NRMLA 2017 Annual Meeting