From the National Association of Home Builders International Builders Show 2014: Digital marketing tools and tactics are constantly evolving, and keeping up with the changes presents a real challenge for busy sales and marketing professionals. During this session, 12 of the most effective online marketing tools will be discussed and demonstrated, including: online contests, email marketing, YouTube, Facebook, mobile sites, Google+, SEO, Houzz, LinkedIn, Pinterest, blogging and Twitter. In the end, you will have a better understanding of what tools are driving new leads, how to use them and the pros and cons of each so you can determine which are right for promoting your business.

1. 2014’s Best Digital Marketing Tools and Tactics
FEBRUARY 5, 2014 | 8 – 9 AM | 3-4 PM (ENCORE)
Presenter(s):
Mitch Levinson // mRELEVANCE, Arlington Heights, IL
Chad Davis // National Association of Home Builders, Washington, DC
Mary DeWalt // Mary DeWalt Design Group, Austin, TX
Kelly Fink // The Providence Group of Georgia, Johns Creek, GA
Janette Hawkins // Keystone Custom Homes, Lancaster, PA
Carol Morgan // mRELEVANCE, Cartersville, GA
Matt Morrow // AHB of Greater Birmingham, Irondale, AL

2. Session Description
Digital marketing tools and tactics are constantly evolving,
and keeping up with the changes presents a real challenge
for busy sales and marketing professionals. During this
session, 12 of the most effective online marketing tools will
be discussed and demonstrated, including: online contests,
email marketing, YouTube, Facebook, mobile sites,
Google+, SEO, Houzz, LinkedIn, Pinterest, blogging and
Twitter. In the end, you will have a better understanding of
what tools are driving new leads, how to use them and the
pros and cons of each so you can determine which are
right for promoting your business.

3. Learning Outcomes
 Identify and understand top digital marketing
tools with industry-relevant examples.
 Assess which digital marketing tools will work
for your company, based on the examples
provided.
 Learn from the presenters' experience and
make decisions regarding allocation of time
and resources on the newest digital
marketing tools.

4. Mobile Sites
 Buyers will leave your site if
its not optimized for mobile
 Mobile Site Must-Haves:
 Speed, clarity, fingerfriendly
 Map/directions & built-in
GPS for communities
 Easy access to contact info
 Mobile coupons
 Social integration
 Mobile forms
 Responsive Design
 Site Features

5. Mobile Sites

6. Facebook
 Campaigns
 Lead-capture/
opt-in list building

7. Facebook
 Traton Homes Example:
 4,005 individuals
opened the e-flyer
 515 clicked through to
the landing page
 246 landing page visits
 100 unique guesses
 310 new Facebook likes
 77% increase in
Facebook traffic

8. Twitter
 Perception: Who is Using it Most?
 Celebrities
 News Professionals
 Politicians/Elected Officials
 Then, there’s the rest of us:
 Most common complaint about twitter:
“I don’t get it.”
 What really matters most about twitter:
 Twitter is short
 Twitter is mobile (and geo-specific)
 Twitter is real-time

9. Twitter
Statistics:
 100 million+ active registered users
 230 million Tweets per day
 Percent of Twitters who don’t tweet but watch other people
tweet: 40%
 Number of tweets that happen every second: 159,722
So, why do celebs, news pros, and politicians like it?
 Real-time news
 Searchable
 Customizable
 Experiment with what “sticks”
 Bypass conventional PR channels
 Build and Craft their personal “brand”

10. Twitter
Key Elements / Terms to know:
 Tweet
 Follow
 Retweet (RT)
 @replies
 Direct Message (DM)
 Hashtag (#)
How to Use Twitter to build brand:
 Share industry and local/national news
 Announce/remind members about events/meetings
 Share association news
 Share staff kudos
 Market research
 Brand monitoring

11. Twitter

12. Twitter

13. LinkedIn

14. YouTube
 Statistics
 1 million+ unique users each month
 Making the Most of YouTube









SEO
Branding
Content
Calls to Action
Bulletins
Testimonials
Advertising
Insights
Leverage other Social Media Accounts

15. YouTube

16. Houzz
 Why
 Showcase work
 Free and immediately
accessible
 Searchable
 Connect with other
professionals
 How
 Ideabooks
 Articles, discussions,
message boards and chat
 Referrals

17. Houzz

18. Houzz

19. Pinterest
 Powerful demographics
 Grabs more e-commerce shopping than any other social
media site
 Visuals are ideal for building your brand
 Best Practices

20. Pinterest – Best Practices

21. Google+
 Why use Google+?
 Features
 SEO
 Local Integration
 Social Integration
 500 million users (Jul
2013)
 What to post?
 Authorship for SEO & Author
Tags

22. Google+

23. Blogging
 Increased
Website Traffic
 Better SEO /
Fresh Content –
The Core of your
Content
 Enhance Brand
Awareness
 Syndication Hub
 Integrates
Marketing
Program

24. Blogging
 Grandfather
of social
media: the
start and end
of tools that
are offshoots
of blogging
itself

25. Blogging
 Online
Footprint
 Foundation of
the program

26. Realtor Outreach
Why?
 For every 1 new home sold, 8 resale are sold.
 Homebuilders who actively promote long term
realtor relations credit up to 50% of their sales
to Realtors.
How?
 Reach them in the space they are in.
 Tell them what is in it for them.
 Make it just for them.

27. Realtor Outreach

28. Email Marketing
 44% made at least 1 purchase last year based on an
email
 Tips
 Integration with Overall Marketing Program

29. Email Marketing

30. Search Engine Optimization

31. Search Engine Optimization
No longer just about how to get on page one;
it’s now a comprehensive strategy that deals
with business processes and content
marketing.
Major Google changes

32. Speaker Contacts:
Chad Davis
NAHB
202-266-8328
Janette Hawkins
Keystone Custom Homes
717-464-9060x215
Mary DeWalt
Mary DeWalt Design Group, Inc.
512-236-0017
Mitch Levinson
mRELEVANCE, LLC
847-259-7312
Kelly Fink
The Providence Group of
Georgia, LLC
678-218-1728
Carol Morgan
mRELEVANCE, LLC
770-383-3360x20
Matt Morrow
AHB of Greater Birmingham
205-912-7000