Advanced Internet Marketing for Agents

Module 2 – Your Blueprint The SuccessWebsite Campaign Planning Checklist

Step 1: Choose your target audience

Before you choose your campaign it is important to establish who your target audience is. Are you going to target first time buyers or move up buyers? Empty nesters or short sellers? Once you have identified your target audience, choose an offer that will speak to that audience. This can also be referred to as the “Market” you are creating your message for.

Step 2: Prepare your landing page

Now that you know who you are targeting, choose a campaign landing page that fits the offer for that group. First time buyers will most likely respond to a Free List of Foreclosures in your area or the Stop Renting report. There are many pages to choose from within the site, but it is very important to make sure the landing page has a strong headline that speaks to your target audience and a call to action above the form that outlines the benefits. You may have to customize the headline or form text on your landing page to accurately reflect what you are offering. This is very easy to do within the control panel of your website

For maximum results, make sure you have the most recent optimized version of the landing page. If not, please contact us. You can review the most current optimized versions at:

YorkRegionHomeInfo.com (Less Branded)

CraigProctorSite.com (Branded

In most cases, you will get best results if you stick with the most recently optimized version of your landing page. No additional customization is usually necessary! GO TO STEP 3.

You may get better results, if you localize your page’s headline but adding the name of your city or town. For example, “Toronto Hot List of Distress Properties” or “FREE Chicago Over-the-Net Home Evaluation”. In most cases, no other changes are recommended. If you wish to customize your page, follow the steps below.

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Click on the My Sites tab within the SuccessWebsite Command Center. Click on Modify Site to edit the pages within your website.

Under the Main Menu, choose Customize Web Pages

Choose the page you wish to edit from the list of active pages

Now you can edit the content of your landing page.

Once you have made your changes, make sure you save and publish.

Step 3: Choose your Media Outlet

Where are you going to run your ad?

Google AdWords (Pay Per Click): A great way to drive a steady stream of traffic to your landing page.

Online classifieds: Sites like Craigslist are a good option because there is no cost involved, but you will have to consider the amount of time it will take to post these ads on a regular basis.

Print ads : A good way to target local buyers and/or sellers. Print ads usually do not drive as much traffic, but can produce a higher response %. If you are running a print ad, make sure you are using a Benefit-Rich Domain Name that fits the offer and can be forwarded to the appropriate landing page.

Step 4: Prepare your Ad

Now that you know where you are going to be advertising, it’s time to prepare your ad. If you are using Google AdWords, SuccessWebsite will create the ads for you to fit the landing page. If you are running a Craigslist ad or print ad, make sure your ad fits the landing page. Remember that the headline for both the ad and the landing page should clearly state the offer and outline the benefits. Most pages are designed to do this by default.

It is crucial at this point to make sure the ad and landing page are consistent.

Step 5: Make sure the tracking is setup and working

If you are running a Google AdWords campaign, we take care of this step for you. If you plan to run a print campaign (classified ad, editorial ad or postcard) you will need a benefit-rich domain name in ad to drive traffic directly to the appropriate landing page. Good examples of this type of domain name include: YorkRegionHomeEvaluation.com or YorkRegionDistressHomes.com. These domain names will essentially be setup to track how many visits and leads the ads generate. To setup the tracking for your new campaign: Click in the My Campaigns tab in the top menu of the Command Center -> Click on the Create Ad button

Now it’s time to Create Your Ad. To start, define your Media Outlet (where you are planning to run your ad) and follow the steps within the ad creator.

Make sure you click on the Save button once you have filled in all fields.

Media Outlet: Define where you are planning to run your ad

TMS Code (aka Track My Success Code): The system will assign a tracking code to all of your ads. You can edit the TMS code if you wish.

URL: The system will automatically create a tracking URL for your new ad that contains a T= and page= parameter

Domain Name: Once you have purchased a new domain name, make sure the DNS (nameservers) are set to ns1.consulnet.com & ns2.consulnet.com. Once that is done, you can setup the UrlForward here

The system will verify the domain name:

Once you Save your new ad, you will be brought to a confirmation screen. This is where the system may notify you if your domain name is still not setup with the proper DNS or not registered.

At this stage you can click Finish, and make the necessary changes to your domain name.

Now that you have created your ad, it is imperative to test the domain name in your ad to make sure it is going to the right page before you run your ad. Do Not Skip This Step.

Step 6: Track Your Success

Once you have confirmed that the domain name is going to the right page, you’re all set to run your ad. The TrackMySuccess report within MyCampaigns will help you stay on top of how your ads are performing.

Remember, the key to a successful campaign is in the tracking. Identify the campaigns that are not doing well and make your adjustments quickly. For the campaigns that are producing leads, repeat and replicate.

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Campaign Planning Worksheet

Campaign Ad Type Media Outlet

Target Website Landing

Page Domain Name

used in ad Tracking ID

Date Run

Cost Leads Cost per

Lead

EXAMPLE: Home evaluation

Classified ad Chicago Times

ChickagoHomeInfo.com Homeeval.asp ChicagoHomeEval.com ChiTimesHomeEval May 30 $40 80 $0.50

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Campaign Planning Checklist Follow these steps to ensure maximum response to every ad you run!

3 Ad Type/Media:

a. Check the type of ad you want to run:

*Online classified

*Newspaper classified

Tear away flyer

Newspaper editorial style Postcard

(Bulk ad mail, Direct mail, Newspaper inserts, ValPak, Ad Mailer, Flyer)

Pay-per-click search engine (Google Adwords)

Specialty advertising (Automobile painting, Billboards, Bus benches/shelters)

Banner advertising (Local TV, newspaper website )

Other:

_____________________ (*Recommended for beginners)

b. What is the media outlet to be used? (i.e. Chicago

Times) ___________________________

c. What is the cost of the ad?

___________________________

1 Choose Audience

& Campaign: Decide whether you want to target buyers or sellers

Check one campaign below:

Top Seller Campaigns: *Over-the-net home

evaluation

Find out what the home down the street sold for

Guaranteed Sale Program “Your Home Sold in 120 Days of I’ll Buy It”

FSBO - Sell Your Own Home

9 Step System to Get Your Home Sold Fast and For Top Dollar

Other: _____________________

Top Buyer Campaigns *How to Stop Paying Rent

and Own Your Own Home

Fixer-Uppers and Foreclosures

Search the MLS (VOW or IDX)

Buy a Home With Zero Down

Free Pre-approval

Find Your Dream Home

Other: _____________________

(*Recommended for beginners)

Additional campaigns can be found in the SuccessWebsite Online Marketing Center.

5 Domain Name:

a. Select a unique, benefit domain name that will be used just for this ad campaign:

_____________________

b. Verify that this domain name meets all of the conditions below: (check each)

Is this domain name only used for this ad campaign? (This is required to track this

domain name.)

If it appeared by itself, does this domain name convey a benefit which supports the ad (i.e. If you are running a home evaluation ad, you might use

DenverHomeEval.com)?

Has this domain name been registered?

Make sure that your ad prominently displays this domain name.

6 Tracking ID:

a. Select a unique Tracking ID code just for this ad campaign:

_____________________

b. Verify: (check each)

Is it 20 characters or less with no spaces

Is it only used for this ad?

7 Final Check:

a. Before you run your ad verify ALL of the following: (check each)

Does the ad copy include an attention grabbing headline?

Does the ad copy create desire?

Does the ad copy include the correct domain name?

Is the domain name spelled correctly?

Verify that the domain name is working and directs to the correct landing page.

Test that the form on the landing page is working correctly and that you are receiving the leads.

Verify that the source tracking is working properly. Your lead should identify the source and it should appear in your “By Source” report of your Report Request Statistics within your Control Panel.

4 Select the Ad:

a. Choose the specific ad you want to run based on the campaign and type/media.

Hundreds of example ads that

you can use can be found in the SuccessWebsite Online

Marketing Center.

2 Landing Page:

a. Which website and page do you want to point this ad to?

If you are targeting NEW prospects, you should direct this ad to your Less Branded site to maximize response.

_____________________

b. For best results: MAKE SURE YOU HAVE THE MOST RECENT VERSION OF THE PAGE. If not,

please contact us.

You can review the most current optimized versions at:

YorkRegionHomeInfo.com

CraigProctorSite.com

_____________________

c. Verify each of the following: (check each)

Does this landing page make sense with the ad?

Does it have an attention grabbing headline?

Does the copy create desire?

Does the page include incentives and an appropriate signup form?

Need Help? Don’t hesitate to contact your SuccessWebsite

Customer Service and Marketing Support Specialist.