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Posts Tagged ‘Cutting Edge of Online Marketing’

Recapping a great 2010, looking ahead to 2011

December 30th, 2010 No comments

When 2010 dawned, MHMarketingSalesManagement.com (MHMSM.com) was a great information source for our readers. We had a website that published articles on a monthly basis from some of the finest minds in manufactured housingand we were sending two emails per week, just as now, to keep our readers informed.

We also had three blogs, Tony Kovach’s the Masthead, my own Cutting Edge of Online Marketing and Tim Connor’s Words of Wisdom.

On January 25th, we added the Industry Voices blog which gave a place for anyone in the industry to sound off on topics that they though were important. Industry Voices has grown into a vital sounding board for the industry.

We followed with the Inspiration blog, launched on March 13. This blog has since featured some fine quotes, quips, videos and stories of an inspirational nature.

March 8 saw the introduction of the Newsletter blog that carries a copy of every email newsletter since that date. Anyone having a problem with the email can click a link and get the news on the blog.

June 4 saw the first News at Noon (NaN) Podcast featuring the voice talent of Erin Patla. Industry in Focus Reporter Eric Miller and Associate Editor Catherine Frenzel soon joined the NaN team and the synergy gave birth to the Daily Business News blog in November which carries all of the stories heard on NaN plus. The Daily Business News is updated throughout the day as stories present themselves.

MHMSM.com now carries more news and views than any other publication in the industry. At this writing, we are drawing over 1,200 visitors and 6,100 pageviews daily. That’s a long way from where we started and I’d like to thank all of our readers for making this success possible.

We have plans to make 2011 an even better year for MHMSM.com, the industry and you, beginning with the Louisville Manufactured Housing Show in January. What a great way to start a new year!

Finally, I am taking a few days to visit with family for the holidays. This blog will be back on January 3, 2011. I hope you’re having a wonderful holiday season and a very prosperous New Year.

Place a Lead Capture Web Form on Your Facebook Profile

September 9th, 2010 No comments

Facebook logoIf you’re using Facebook to promote your business, this video will show you how to add a lead capture form directly into your Facebook profile.


For a free test drive of the AWeber autoresponder and email broadcast application mentioned in the video fill in the form below:


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Google Places lets you define your service area

August 28th, 2010 No comments

Last April, in Google changes name, adds features to Local Business Center,we told you about Google changing the name of their Local Business Center to Googled Places, a geo-location service tied to their Local Business Listings.

The Google Places folks made this short video to give you a brief overview of Places and the Service Area feature.

Essentially, you use Places to define your service area – the area in which you service your customers. You can select your service area by city name, county or zip code.

And once you have defined your service area, you ca hide your business address. This comes in handy if you operate your business out of your home or primarily through a post office box or mail drop.

Retailers might find this useful to define the areas they wish to do business in. Installers and transporters can show the areas they serve. And Google can display your business on Google Maps in search engine results pages (SERPs) for your area(s) and your keywords.

Adding Places service area information to your Local Business Listing is really a “no-brainer” if your business services customers in areas other than just your home city.

AWeber Makes Manufactured Housing Email Marketing Simple and Effective

August 25th, 2010 No comments

AWeber logoAlthough I’m not big on pushing other’s products in these posts, there are times when a tool is just too good not to share.

My latest MHMSM.com article, Online Marketing 1-2-3, Part 2 – eMail Marketing explains why email is just as important to your marketing efforts now as ever.

In consulting with clients over the years, we’ve gone back and forth discussing the merits and drawbacks of various email deliver software or services. And there are pros and cons with every system. In this video, an AWeber user demonstrates just one reason why AWeber is the email application of choice for anyone who is serious about marketing online.

Would you like to:

  • Email your list automatically every time you make a new post to your blog or website?
  • Update your Facebook and Twitter accounts every time to send an email to your list?

These are just two of the many features of the AWeber application that will help you build your business.

There are tons of advantages to using AWeber over other providers. To learn what they can do for your business, visit the AWeber website</a>.

Or take a FREE test drive of the AWeber email marketing software today!

Lifetime Value of a Manufactured Housing Customer

August 15th, 2010 No comments

When planning a campaign to place a business on page one of the search engines for a given set of keywords, one of the criteria used to establish a reasonable ROI to achieve that result is the lifetime value of a customer.

“Successful companies, [Frederick] Reichheld (author of The Loyalty Effect) points out, have three things in common: loyal customers, loyal employees and loyal owners. The customers are often loyal, not so much to a bank, for example, as to employees that they know and trust who work for the bank.”

While we aren’t sure what the future holds, history suggests that the average homeowner will be back in the market in 5-7 years. For our purposes, I will use the higher figure of 7 years. This means a manufactured home retailer may have the possibility of selling a customer two or three homes in a lifetime.

Multiply the average price of a home over the next 25 times the number of homes that customer may buy in that timeframe and you have the expected lifetime value of a customer.

Other factors

When you sell a customer a home, is the quality of their buying experience such that they will be likely to return to your place of business when they want to:

  • Upsize
  • Downsize
  • Re-locate
  • Move for Personal Reasons

If it isn’t, you need to ask yourself why?

As an industry, we need stop thinking of our customers as “one-time” buyers. The same retailer can, over a lifetime, move a buyer from an entry level, to a larger more upscale home and beyond.

Much the same as a Chevy owner, having had a good experience might upgrade to a Buick or Cadillac, or a Ford owner might move to a Lincoln, your customer having had a good buying experience will have a tendancy to come back to you when the time comes to move up.

It’s all about establishing loyalty to the product, the manufacturer and the retailer.

There is an excellent article on Frederick Reicheld’s The Loyalty Effect here.

It’s about the quality of the experience – and that page one Google ranking wouldn’t hurt you either.