1 / 72

Strategic Planning: How and Where to Advertise Online

Strategic Planning: How and Where to Advertise Online. Panel. Dan Hobin , CEO, G5. Amanda Patterson, Marketing Manager, G5. Gina Scheffel , Director of Marketing and Branding, Hamilton Zanze. Rob Britt, Publisher, Multifamily Executive. Agenda. Introductions.

tierra
Download Presentation

Strategic Planning: How and Where to Advertise Online

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Strategic Planning: How and Where to Advertise Online

  2. Panel Dan Hobin, CEO, G5 Amanda Patterson, Marketing Manager, G5 Gina Scheffel, Director of Marketing and Branding, Hamilton Zanze Rob Britt, Publisher, Multifamily Executive

  3. Agenda Introductions 3 Steps to Getting Started Improving Response Rates Capturing More Leads The Multifamily Advertising Landscape Assessing the Opportunities Setting up Measurable Campaigns

  4. Advertising Opportunities • Industry Publications (Display and Online) • Association Publications • PPC (Pay Per Click Advertising) • Facebook • LinkedIn • Direct Response

  5. About G5 Founded in 2005 Headquartered in Bend, Oregon 130 Employees Scalable Local Marketing Software Platform

  6. About Multifamily Executive Founded in 1995 (Hanley Wood in 1976) Headquartered in Washington D.C. B2B Publisher Network of more than 30 media brands in housing and commercial construction

  7. About Hamilton Zanze Founded in 2001 (Syndication dating to 1985) Headquartered in San Francisco Real Estate Syndication Firm 74 Apartment Communities and 15,544 Units in Western US

  8. 1 2 3 3 Steps to Getting Started Create a Buyer Persona Set Measurable Objectives Tie Objectives to Tactics www.G5platform.com

  9. 1 Create a Buyer Persona

  10. Identifyyourtargetand be specific • CEO? Marketing Director? Property Manager? • Research them • Pubs they read, tradeshows they attend, groups they belong to, social media networks • Understand them • Pain points, needs and personal/professional goals

  11. Buyer Persona: Gina 311 LinkedIn Connections Attends: NAA, AIM and Brainstorming • Our buyer is Gina. • Age: 27 • Title: Director of Marketing and Branding • Education: BA, Design and Managerial Economics • Years in this Role: 5 • Lives in: San Francisco • Job Description: Create, implement, and measure strategic marketing plans for multifamily housing firm across 74 properties • Priority Initiatives: Increase lead generation by 20% while decreasing the cost per lead by 10% across all properties. Needs to identify the right vendor/partner to help her achieve this. If she’s successful, she could be promoted. • Barriers to Success: Does not yet know where dollars would be most effectively allocated • Reports to: CEO Wants a promotion Belongs to NAA, CAA and NMHC Connected: G5, AIM and Lead Tracking Solutions Reads: Units, MFE and Multifamily Insiders

  12. 2 Set Measurable Objectives

  13. What are you trying to accomplish? • Fill the sales pipeline? Build your database for future nurturing programs? Increase demo requests? • How will you measure the success of your advertising/marketing campaign? • # of leads, cost per lead, cost per conversion • What is the desired action you want your audience to take? • Show interest? Attend a webinar? Request a demo?

  14. Measurable Objectives: Example • Key Objective: • Increase online lead generation (conversion of traffic to leads) by 20% within 6 months, while reducing overall cost per lead by 10% • KPIs/Measurement Tools: • Using CRM and Google Analytics, will calculate percentage of traffic converting to leads, increase month over month and cost per lead • Desired Action of Target Audience: • Complete an online form

  15. 3 Tie the objectives to tactics

  16. Marketing Plan • Make sure that every tactic is mapped back to a measurable goal — including advertising, direct response, tradeshow attendance, etc.

  17. TACTIC EXAMPLE: • Print & Digital Advertising – Units • Reach: 70,000 • Frequency: 6x/year • Forecasted Response: 40-60 Leads + • Awareness Build

  18. The Multifamily Advertising Landscape: Assessing the Opportunities • Industry Publications (Display and Online) • Association Publications • PPC (Pay Per Click Advertising) • Facebook • LinkedIn • Direct Response www.G5platform.com

  19. MultifamilyPublications Industry Publications (Display and Online)

  20. Multifamily Publication Breakdown Units Magazine (NAA) Multifamily Executive MultiHousing News Multihousing Pro Multifamily Insiders (online) Multifamily Biz (online) Student Housing Business News

  21. E- Newsletters (Daily/Weekly) Student Housing Business News MultifamilyBiz.com Multifamily Insiders Multifamily Executive MultiHousing News

  22. How to Evaluate and Select • Collect and review media kits to find out: • Circulation • Audience • Cost per click and cost per impression • Distribution • Request case studies/testimonials from other advertisers

  23. Sample Media Kit Comparison

  24. Associations

  25. Why Associations? • Show of industry support and commitment • Face time and networking opportunities • Sponsorship and advertising opportunities • Exhibitor opportunities • List-building and targeted campaign opportunities

  26. Major Nat’l and Regional Associations

  27. Association Marketing/Adv Opportunities • Tradeshows (Exhibiting) • Magazines (e.g., Texas Apartments) • Newsletters • Sponsorships

  28. Industry/Association Publications • The Pros • Industry-targeted circulation plus distribution at tradeshows • Builds exposure and brand awareness • Access to subscriber list • The Cons • Can be more difficult to precisely measure results • Less targeted/less customized communication • More expensive than other forms of advertising

  29. Pay-Per-Click Advertising (Paid/SEM)

  30. What is Paid?

  31. Why Paid? • Precisely targeted (including geo-targeting) • Highly quantifiable • Instant results • Allows more keyword targeting than SEO • Relevant to user context • Drives highly qualified traffic (more conversions) • Guaranteed page 1 placement

  32. The Truth About Paid • Paid ads are highly effective. 28% of all results page clicks are Paid • Google puts users first – even when it comes to Paid advertising results • Google evaluates both quality of the ad and quality of the content of your website or landing page

  33. Paid Tips • Start with a strategy • Conduct research before writing the ads • Use landing pages to convert leads quickly • Track, test and adjust accordingly • Calculate cost per lead to quantify success

  34. PPC • The Pros • Drives highly qualified traffic to your site • Increases Page 1 Placement Exposure • Flexible – can turn off/on and test easily • The Cons • High placement not guaranteed • Performance largely dependent on quality of copy on both the ad and your main site or landing page • Doesn’t replace SEO – your website still needs to be optimized for PPC to have any impact

  35. Facebook

  36. Setting up a Facebook Campaign

  37. Facebook • The Pros • Ability to target based on groups, job titles, geography and interests • Response rates are higher the more targeted you get • Opportunities to converse and communicate on a social level • The Cons • Because you have to target so carefully with B2B ads, your impressions and CTRs are lower • Depending on your audience, Facebook might not make sense • Most people are on Facebook on personal time and not as responsive to business ads

  38. LinkedIn

  39. LinkedIn Ads – Examples • Option 1: Pay Per Click • Option 2: Display/Impression Cost

  40. Setting up LinkedIn Campaigns

  41. LinkedIn • The Pros • Largely a B2B social network • LinkedIn members are typically on the network for business reasons • Ability to target by company, job title and groups facilitate highly targeted campaigns • The Cons • CTRs on the cost per click ads tend to be lower • Banner advertising is more effective but also more expensive • Campaigns must be tied to individual profiles

  42. Direct Response Opportunities Outbound Marketing Inbound Marketing

  43. Outbound Marketing (Email) • Sponsor a webinar hosted by an association or publication • Advertise webinars in partnership with an organization like PowerHour (partners with MultifamilyBiz and markets to their subscribers, plus LinkedIn Group members) • Host your own webinar and rent lists to promote via email

  44. InBound Marketing • Create valuable content on your website (Webinars, white papers, blogs) • Optimize your site and blog entries for SEO, and promote content via email campaigns • Build database with website inquiries

  45. Direct Response • The Pros • Highly targeted and segmented audience • Opportunity to test and refine programs • Easy to track and measure • With right messaging can be most effective • The Cons • More time-consuming to implement • Need a solid and clean database • Testing required

  46. Setting Up Measurable Campaigns Offline Campaigns Online Campaigns Metrics to Watch www.G5platform.com

  47. Offline Campaigns • Use call tracking numbers and unique Landing Page URLs • Set up tracking system that is both manageable and insightful • Measure through to conversion to determine cost-effectiveness of programs • Measure against objectives

  48. Online Campaigns • Know what to measure and what to ignore (don’t get lost in the minutia) • Tie PPC, banner and email campaigns to landing pages that are designed to convert • Test, test, and test again

More Related