Inbound Marketing presentation given Sept 30, 2009 covering SEO, SEM, PPC, social networking, blogging and email marketing. This is a concise and complete plan for small business online marketing.

1. Mary McKnight Internet marketing director fuel records, EMI Private Consulting Contact Info: rebloggirl@gmail.com PHONE:: given upon request http://www.facebook.com/marytmcknight http://friendfeed.com/rebloggirl http://twitter.com/REBlogGirl Intro to Inbound Marketing Mary McKnight, rebloggirl@gmail.com

2. 2009 State of Technology Mary McKnight, rebloggirl@gmail.com

3. Outbound Marketing Inbound Marketing The Shift in the Sales Process Mary McKnight, rebloggirl@gmail.com

4. Where do leads come from? If 51% of your leads come from your online efforts, 51% of time and money should be dedicated to your online strategies. Mary McKnight, rebloggirl@gmail.com

5. On Page SEO Off Page SEO Domain & URL structure Title tags & meta data Rich, relevant content with strong internal and external linking Backlinks from authoritative domains with quality anchor text SEO – 16% of leads Mary McKnight, rebloggirl@gmail.com

7. *Chart from SEOmoz2009 Ranking FactorsMary McKnight, rebloggirl@gmail.com

8. What is first page Google placement worth? 1. 56% of clicks 2. 13% of clicks 3. 10% of clicks 4. 4% of clicks 5. 5% of clicks 6. 3% of clicks 7. .4% of clicks 8. 3% of clicks 9. 1% of clicks 10. 3% of clicks Mary McKnight, rebloggirl@gmail.com

9. Finding the right keywords Make sure the keywords you are targeting have value. Use research tools like SEO Book’s Keyword Tool Determine the traffic value of #1 position for a prime keyword using this formula :: Total Daily Traffic for Keyword x 56% = Total Estimated Traffic to Site Ex. 159 x 56% = 89 visitors per day from Google Mary McKnight, rebloggirl@gmail.com

10. Database Collection Outbound Efforts Website/blog RSS feed Newsletter Twitter Facebook fans and groups Specialized db of past clients & prospects Only send something when you have something important to say Group contacts based on interest or type and message them with targeted content Always include a call to action that links back to your lead generator Keep messages short and use accepted copywriting practices Email Marketing – 14% of leads Mary McKnight, rebloggirl@gmail.com

11. Fast Facts 80% of consumers subscribe to permission-based email messages from companies. 71% of U.S. online marketers have used email marketing in the past 12 months, and an additional 12 percent plan to use it within the next 12 months. U.S. Internet users spend 15% of total Internet time one mail. JupiterResearch forecasted that email marketing spending will grow to $2.1 billion by 2010 in the United States. According to Forrester, the value of the email marketing market will grow by 12% per annum, hitting $2.3 billion in 2012. Email has among the highest return on investment (ROI) index of all marketing channels. Mary McKnight, rebloggirl@gmail.com

12. Resources www.salesforce.com www.constantcontact.com www.getresponse.com www.emailflyerads.com www.verticalresponse.com www.sharperagent.com Be sure to include a link to your property search and lead generator in the signature line of your email (this link is 10 times more likely to be clicked than a link to your homepage) Make your email signature a call to action! The best call to actions are specific like “search 143K homes for sale in Orlando today” or “save $120K on recent foreclosed homes now” Graphical call to actions are 10 times more likely to be clicked than text links on both email and your website Touch or drip email campaigns of 8 emails per year create 30% more business per annum from your existing database. Mary McKnight, rebloggirl@gmail.com

13. Authentic Messages Create Customers Mary McKnight, rebloggirl@gmail.com

14. Why Pay for Traffic? Best Practices Pay Per Click Campaigns on Google generate immediate targeted traffic to your site If implemented correctly they have very high conversion rates Set a budget based on keyword value Hire an AdWords professional (typical fee 15% of campaign) Direct PPC traffic to conversion landing pages, NOT your home page! Use split testing for ads Use geo targeting for ad buys Measure your results PPC – 13% of leads Mary McKnight, rebloggirl@gmail.com

15. Facts & Tools Adwords Traffic Estimator 28% of all search traffic in Google goes to the sponsored paid links The #1 position is not always the most profitable in PPC The combination of first page natural and paid search can increase your traffic by more than 300% Mary McKnight, rebloggirl@gmail.com

16. Conversion Page Conversion Paths Mary McKnight, rebloggirl@gmail.com Conversion pages are designed to “convert visitors to customers” They offer little text and many places to “take action” that result in generating a lead or a sale Ideally, there is little else a visitor can do on a conversion page other than take action and convert What Kind of Pages Do You Buy Traffic To?

17. The Networks To Use Productivity Tools Facebook – 300M Personal Page Business Page Group Twitter – 44.5M Sharing Conversation LinkedIn – 43M Business Growth Talent Employment 49 Amazing Social Networking Stats Friend Feed Aggregates social content Pushes content to Twitter Google Reader RSS reader Allows you to share content Tweet Deck Desktop/mobile Twitter client Allows you to publish to multiple accounts Social Networking – 8% of leads Mary McKnight, rebloggirl@gmail.com

18. Action Items ALWAYS fully fill out your social profile and include your web address. Talk to others 12 times more than you talk about yourself Aggregate and distribute your content among your social profiles for efficiency Network UP not laterally (AKA DON’T SOCIALIZE WITH OTHER REALTORS) Mary McKnight, rebloggirl@gmail.com Prior to the advent of online social networks, the accepted Dunbar number (average number of friends a single person can keep in touch with was 150) Tools like Facebook, MySpace and Twitter, when used correctly can increase that number 10 fold Social networks can be used effectively to drive traffic and business back to you and your website

19. Facebook Most affluent users of any social network 300 million users The largest group of users is over 25 years old System offers advertising, group and business page creation and the ability to segment “friends” for targeted messaging Mary McKnight, rebloggirl@gmail.com

20. Facebook Strategies Personal Page (Wall) Business Fan Page (customized with www.Involver.com) Local business or real estate group with regular messaging Continued “friend” acquisition Organize your friends into lists so you can message them appropriately The name of the game is sharing things that interesting to your industry and business and to you personally! Mary McKnight, rebloggirl@gmail.com

23. Multiple column views

24. Multiple accounts

26. Viral Videos Create Traffic & Brand Value Mary McKnight, rebloggirl@gmail.com

27. Viral Content Very little of what goes on in the RE world is “viral” Here are some examples: Crisis of Credit Visualized Drunkonomics 25 People to Blame for the Financial Crisis When creating viral content – look for inspiration from sites that do it all the time: www.cracked.com www.twitter.com/shitmydadsays www.textsfromlastnight.com www.collegehumor.com http://digg.com (look in the offbeat section) Often, retweeting or sharing funny youtube or posts from around the internet is good enough to garner some viral value in your sphere. Mary McKnight, rebloggirl@gmail.com

28. Measuring Your ROI Use a tool like VisiStat, Mint or Google Analytics to track web traffic, clicks and conversion Regularly check your competitor’s sites through Alexa and Compete Monthly check your website’s SEO with WebsiteGrader and SEOcentral Closely monitor your search position for keywords, incoming links and traffic from search engines If your traffic grows but your conversion does not, consider hiring a professional to analyze your website for landing page optimization and conversion psychology If your traffic begins to decrease, immediately hire an SEO to analyze your site as this can be an indicator of serious problems Mary McKnight, rebloggirl@gmail.com