BETTER CONNECTIONS: Managing Digital 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, & CRM Technology

NRMLA 2017 Annual Meeting Facebook Audiences

SEM

NRMLA 2017 Annual Meeting The Digital Marketing Realm

NRMLA 2017 Annual Meeting

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 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 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 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

Why Content Marketing? • Positions you as an authority • Proven method of • Engages target audience with valuable information • Helps prospects flow through their buying process • Increases • 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 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