Building a Comprehensive Marketing Strategy

Building a Comprehensive
Marketing Strategy
Tech Con | May 31, 2019

www.morevisibility.com | © 2019 MoreVisibility 1
Chuck Forbes
• Manager of Client Strategy
• Been with MoreVisibility 4+ years
• Help oversee a team of a Strategists that act as the quarterback /
main contact for all our clients
• Host the Eye on Digital Marketing podcast
• Graduated with a Master’s Degree in Communications / Marketing
from FAU – GO OWLS.

• Founded in 1999 … recognized leader since inception
• Named to INC 500/5000 six years in a row
• Full Service Interactive Agency
• 19 years of documented results & industry recognition
• Diverse B2B and B2C clients, including:
• Arthur Rutenberg Homes
• Allen Tate Co.
• Brunswick Forest
• Lake Charles Resort Community
• Panco Properties
• Premier Estate Properties
MoreVisibility Background

Where Do I Begin?
When building your current marketing strategy, you probably asked yourself:
• How can I engage with potential new buyers or sellers?
• What channels should I be present in?
• Is traditional marketing really dead?
• Where should I spend most of my money?
• How do I know if my marketing efforts are really working?
Don’t worry…everybody asks these questions. This presentation is intended to guide you
through the process and strategy behind a successful comprehensive marketing strategy, with
an emphasis on digital efforts.

Save This, Print It Out – Just Don’t Forget It.
Your Marketing Strategy
Is A Guide, Not A Bible.

Understand Your Marketing Funnel
Reach
Engage
Convert
This is your wave. Say hello. Let them
know you are there.
This is your handshake. Get their name,
discuss business & opportunities.
This is your contract. Trust has
been built, you gained a new client.
Each marketing channel will play a role in your client’s journey:

Marketing Channels & Measurement
Search Engine
Optimization
Social Media
Analytics /
Measurement
Search Engine
Marketing (PPC)
To begin, breakdown your digital efforts into three main channels and ensure you
have measurement capabilities:
Technical & Content efforts
to boost visibility within
search engines.
Paid campaigns within
search engines, bidding on
user search queries.
Paid & Organic efforts to
drive awareness and/or
conversions.
Your source of truth to
measure your efforts &
make optimizations.

Measuring Your Marketing Tactics
If you cannot accurately measure your marketing efforts that align with your goals –
you are jeopardizing your entire strategy.
“In God we trust, all
others bring data.”-W Edwards Deming

Measuring Your Marketing Tactics
Here are important areas of measurement for each marketing channel:
 Keyword rankings for priority pages
 Organic traffic behavior on your site
 Time on site
 Pages per session
 Conversion rate from organic traffic
 Top blog/content organic traffic
 Click-through-rate
 Paid traffic behavior on your site
 Conversion rate / Cost per Conversion
 Campaign Quality Score
 Average ad position
 Reach, Likes, Clicks, Shares, Views
 Conversion Rate / Cost per Conversion
 Engagement Metrics
 Comments
 Direct Messages
 Tags

Digital Marketing
Strategy Example
BUYERS and SELLERS

Marketing Strategy In Action - SEO
Target priority pages on my site with relevant keywords:
• BUYERS: Buy a house near me, tips for purchasing a FL home, best FL neighborhoods to buy
• SELLERS: sell my house fast, cash offer for my FL home, sell my home today
Publish consistent blogs and tips to be an authoritative industry voice:
• Separate my blog categories into BUYER vs SELLER topics
• Use a media mix of copy, video and graphics for engagement
• Allow users to subscribe to my blog categories for updates

Marketing Strategy In Action - SEO
Review the User Experience on my site and ensure:
• My site is set-up using a mobile-first strategy
• My Call-to-actions are clear and easy to spot
Update Meta Data where needed:
• Ensure my title tags, page descriptions and image tags are all accurate and relevant to BUYERS
and SELELRS, depending on the site page.
If you are not working with an agency partner who can help with a meta data export, Screaming Frog is a great tool to try.

Marketing Strategy In Action – SEO Tips & Examples
Blog categories
targeting to BUYERS
Make your content sharable
Use search results in
Google / YouTube to
understand what else
people are searching

Marketing Strategy In Action - SEM
Create two Search campaigns – one for BUYERS and one for SELLERS:
• Bid on key phrases for your target audience (overlap with your organic keywords can exist).
Test Remarketing campaigns in Google:
• Serve specific ads to BUYERS and SELLERS by retargeting those users who visited your site
but perhaps did not take the final action you wanted to.
Landing Page experience:
• Send traffic to the appropriate page on my site or build out a unique landing page just for paid
traffic. Either way, your landing page should reflect the user’s search query with content and call-
to-actions. Avoid ambiguity and too many steps to covert.

Marketing Strategy In Action – SEM Tips & Examples
Google Search Ads have many features that will help attract clicks:
Three Headlines
Advertiser Rating
Description
Location Extension
Vanity URLs
Sitelink Extensions
Call Extension

Marketing Strategy In Action – SOCIAL MEDIA
Facebook:
• Share my blogs and tips for BUYERS and SELLERS
• Promote my posts to boost reach in my area
• Create video content (6, 15, 30 seconds)
• Test Facebook Advertising – separate ads targeting BUYERS and SELLERS
Instagram:
• Use my story to share quick tips, industry updates and a sneak peak into homes
• Create a behind the scenes approach with posts to show my office, staff, homes for sale / sold.
• Test Advertising in IG from Facebook

Marketing Strategy In Action – SOCIAL MEDIA Tips & Examples
Facebook has many different paid advertising options. Test campaigns based on your goals:
• Bosting a Post, Promoting Your Page and Local Business Promotion is great for REACH
• Pushing traffic to your site is great for ENGAGEMENT
• Collecting Messages and Leads is great for ENGAGEMENT and CONVERTING
Reach
Engage
Convert

Marketing Strategy In Action – Measurement
I am going to measure my marketing efforts by leveraging:
Google Analytics – track user behavior and engagement on my site from organic and paid traffic, set-
up conversion goals, see user locations, etc. Google Analytics can also be integrated with Google Ads
and help track referral traffic from other channels, such as Facebook.
Google Ads – measure my paid campaign performance for Google Search and Display (Remarketing)
Facebook – review my boosted posts and paid advertising performance

Marketing Strategy In Action – MEASUREMENT Tips & Examples
Having the correct tools to track marketing performance is key. Understanding of your industry and
how all your marketing efforts work together will allow you to make the best optimization decisions:
SEO, SEM & SOCIAL Relationship
• Keyword choices can overlap
• When you increase or decrease paid efforts, how is organic traffic impacted?
• What does your user journey look like – are BUYERS / SELLERS clicking a paid ad, then
reading blogs and then going to Facebook to contact you?
• How much referral traffic are your marketing channels sending to your site?
• What channel has the highest Conversion Rate and Why?
• How long is your average research / sale cycle before you gain new business?

Digital Strategy Checklist
 Outline marketing channels you have seen success with previously and/or those you’d like to test
 Create goals based on those channels
 Create assets (video, images, graphics, etc) to promote in your channels
 Set-up or confirm you have measurement tools for each effort
 Outline KPI’s you will use from your measurement tools to determine success
 Ensure your site or unique landing page is ready to inform / convert users
 Launch / Measure / Optimize & Refine

Thank You!
Questions? Please contact
Chuck Forbes, Manager of Client Strategy at
cforbes@morevisibility.com
or 561-620-9682 ext. 242

Building a Comprehensive Marketing Strategy

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