1. ERIKTRUCHAN
DIGITAL MARKETING SPECIALIST
& UX Designer
DIGITALSKILLSET
SEO DESIGN UX
WORDPRESS
As a single point of contact digital
marketing specialist I cover a wide range
digital skills.
Because I have such a strong analytical
background, strategy plays a key role in
everything from brand management to
content writing.
BRANDINGSOCIALMEDIA
2. client skillset
THE CHALLENGE
Transfer the an existing antiquated website to Wordpress,
create a more user friendly flow with and equal balance of
text and images. Design the page layout for maximum CTR
and search engine optimization.
1 KEYWORDRESEARCH
First part of the strategy is to utilize google
keyword planner to figure out the sitemap and
page content for organic optimization.
2 SITEMAP
In this stage I utilize the data from keyword
planner and cross references the services and
message the client is trying to convey
4 CONTENTWRITING
Content writing incorporates the keyword research done
earlier. Main keywords are determined, as well as, related
keywords. These are all brought together using organic best
practices and natural writing style.
3 WIREFRAMING
This stage is imperative to the UX
strategy as well as the SEO
strategy. Thought is given to
achieve a healthy balance of
images and text as well as a
modern responsive look across
multiple mobile devices.
3. THE WIREFRAME
THE FINAL PRODUCT
Continuing down the process I was able
to achieve a clean multi device user
friendly redesign with great local SEO
results.
4. client skillset
THE CHALLENGE
• SWOT
• Competitor Analysis
• Brand/Identity
• Customer Experience Maps
RESULTS: Pat possesses a local competitive
advantage in that he understands that current
digital marketing tactics of the luxury real estate
industry are outdated, informal and use follow
the leader methodology. It is necessary to
emulate the successful paths of other industries.
Startup realty group with no strategy and a lot of ill
conceived advice for tactics.
“Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.”
- Sun Tzu
1 AnalyzeCURRENTSITUATION
First part of this strategy was to assess the current
state of affairs.
2
CreateaFramework
3 OutlineDigitalSCOPE
• Website(s)
• Locally optimized branded responsive website
(SEO)
• Keyword optimized inventory style website
(SEM)
• Digital Advertising
• SEO – Utilize Branded site to drive organic
local traffic
• SEM – Utilize PPC, inventory style website, and
local keyword based landing pages
• Social Media
• CRM(s)
• Commissions Inc
• IDX (ihomefinder) – Integrate with
Commissions Inc.
• Social Media
• Facebook
• Twitter
• LinkedIn
• Trulia
• Homes.com
• Online Content
• Locally relevant postings
• Article Writing
• Video Production
Utilize the Unique Value Proposition as the main selling
feature of why you would choose Pat Bolger Realty Group
5. client skillset
THE CHALLENGE
Startup realty group with no strategy and a lot of ill
conceived advice for tactics.
4 EXECUTIONANDANALYSIS
5
• Prioritize
1. Website(s)
2. SEO and SEM
3. Social Media Structure
4. CRM Integration
5. Online Content
• Personnel/Project Team(s)
• Accountability and KPI’s
• Google
• Analytics
• Webmasters
• Reputation Management
• CRM Tools and Reports
TheResults
Over the course of time I have been with Pat
Bolger Homes, we have seen tremendous growth
in the areas various areas we have direct control
over.
June 2014 to June 2015
• Organic Results
• Property Searches/Mos: +239%
• Leads/Mos: + 63%
• Users/Mos: +313%
• Sessions/Mos: +286%
• SEM Results
• Average Leads/Mos: 120
• Cost per lead : $40
• Social Media
• Likes: + 29%
• Engagement Average/Post: +
6. client skillset
THE CHALLENGE
Client has a single location with two businesses. One is a large
sports bar and the second is a music venue separated only by a
firewall. Client needs Social Media presence, multi promotional
channels, SEO and constant ads for events. The client also needs
food menus and various print materials that maintain the brand.
1 STRATEGY
The client, a super club, is located on one of
the largest college campuses in the United
States and is just steps away from the most
popular and iconic sports venues in college
football and basketball. Traffic is not going to
be a problem. The problem is finding a way to
tie all of the social media and ads together in
a timely fashion so they reach the naturally
viral audiences.
2 Solution
The solution is interconnectivity. The staff
naturally posts content on a fairly regular basis
that engages customers naturally. It is
necessary to post event schedules, digital
flyers and more. This is achieved through
creative use of plugins and working directly
with the developers to tweak the plugin code
to do what is needed.
EVENTS/POSTS/GALLERY
POSTS
POST TRAFFIC
POSTS
EVENTS
MUSIC FANS VIA
BAND SITES
Foodmenus
EVENTS/POSTTRAFFIC
BASICMODEL
7. client skillset
THE CHALLENGE
0
20
40
60
80
100
w/ pic w/o pic fb event wp event
%ofReached
Avg. % Reach Fans
Avg. % Reach Non-Fans
Once interconnectivity is achieved, how can
we effectively manage and promote chosen
events and engagements?
1 Expectations
Effectively promote events, specials, and new
to our social media followers on a tiny budget.
2 Solution
Utilize appropriate graphics based posts,
events and a blend of organic vs paid reach. If
possible promote from the website blog first,
then autopost to appropriate channel.
3 TheTools
4 TheRESULTS
33
5
21
33
0
184
10
0
0
50
100
150
200
w/ pic w/o pic fb event wp event
%ofLikes
Facebook Campaign Numbers
Avg. Organic Reach %
Avg. Paid Reach %
8. client skillset
THE CHALLENGE
Create an entirely online marketing presence to supplement
and replace the $10k plus a year yellow and homepages
budget. STRATEGY: Organic SEO Landing Pages
1 KEYWORDRESEARCH
First part of the strategy is to utilize google
keyword planner to figure out the sitemap and
page content for organic optimization. Target
following keywords:
• Decorative Concrete Contractor
• Stamped Concrete
2 LandingPages
I create unique landing pages for the following
cities:
• Ixonia, WI
• Jefferson, WI
• Greenfield, WI
• Milwaukee, WI
• Whitefish Bay, WI
4 TheResults
3 WIREFRAMING
This stage is imperative to the UX strategy as well as the
SEO strategy. Thought is given to achieve a healthy balance
of images and text as well as a modern responsive look
across multiple mobile devices.
• Cedarburg, WI
• Grafton, WI
• Mequon, WI
• Mukwonago, WI
• Brookfield, WI
• Williams Bay, WI
• Lake Geneva, WI
• Germantown, WI
• Hartford, WI
• Richfield, WI
RESIDENTIAL AND COMMERCIAL
• Campaign March to June
• Click to Call: 85
• Email Requests: 82
• Average Closure Rate 25%
• Total Jobs: 42
• Average Gross Per Job: $12,000
• Cost for Organic Campaign: $2,500
• Total ROI: 199.4%
9. client skillset
ARTICLE WRITING
Clean Public Bathroom Will Increase Your Business
Clean Your Public Bathroom
We always have known that a clean public bathroom is important but
just how important is it? Not only is the cleanliness of your business'
restroom important to the health of your employees and customers
but it is important to your bottom line. In an independent study
conducted by Harris Interactive, it was determined that customers
judge a business by its bathroom. In fact 94% of all customers
interviewed said that they would avoid a business with a dirty
bathroom.
PERCENT OF CUSTOMERS THAT WILL AVOID BUSINESSES WITH
DIRTY RESTROOMS
• 79 Restaurants
• 79 Hotels
• 77 Healthcare Facilities
• 45 Retail Stores
Avoid Lost Business With a Cleaning Schedule
It is important to have a daily, weekly, and monthly cleaning
schedule. A proper cleaning schedule will ensure that you are
cleaning the right spots at the right times. It will also ensure that
supplies like toilet paper and paper towels are being restocked
contributing to a pleasant customer experience. If you need help
developing a schedule or cleaning, contact us today.
