Marketing in The Digital Age Joaquin Erazo, Jr. Vice-President of Marketing Case Design/Remodeling, Inc.
Agenda • The internet • Building a top website • Getting people to your site • Other technology marketing • Q&A
I’m a Marketing Guy,Not a tech guy! • Marketing has changed! • Technology makes marketing easier • If you don’t adapt, you’ll be left behind
Dominant Marketing by Remodelers Is this good?
Changing Demographics • Boomers still represent the majority of remodeling expenditures… • Boomers have crossed the internet threshold • Generation X – The new targets? • Will be more affluent • Will have higher disposable income • Has a higher net worth than their parents at their age. • Have much higher expectations
Planning your website • The internet is a great way to appear larger than you really are • The web can be inexpensive or expensive • Navigation and traffic matter most • Write copy for non-readers • Don’t create an online brochure
Domain Name • Select it Carefully • Use your company name • Memorable • Error resistant • Avoid unusual characters • Include searchable words
Website Lessons Learned • Start with the architecture - strategically! • There are still people using dial-up • Position your site as a resource • Use Flash or iPIX carefully • Nobody reads long copy on the web • Create printer-friendly options • Avoid sending them away from your site
Driving Traffic • Domain name everywhere • Search Engine Optimization (SEO) • Pay-per-Click • Local Directories • Link Partnerships
SEO - Google can be Friend or Foe • Keyword research - Think about the words and descriptions your clients will use • Create content - Create content to include your keywords. Search engines and visitors like this • Improve your link popularity • Create keyword-rich titles
Sponsored links appear next to or above search results Sites such as Google and Yahoo Ads can be targeted to certain keywords or geographic areas Search Engine Advertising
Banner Ads • Be careful about selecting where to place banner ads • Teaser messages are best • Insist on weekly traffic reports • Pay for time or conversion
Database Marketing • Your past clients are key • Keep your client database in order • Use off-the-shelf contact management software or build your own • Use RFM to determine your best clients- Recent(cy) – Frequency – Monetary Value • Communicate with them!
Web Baby Steps • Review other sites • Keep it simple • Get the basics on your site • Make it easy to navigate • Create a clear next step • Web and technology should only be part of your marketing mix