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I have money in my savings account because my bank has a built-in auto-deposit process. Im not logging into my account every day and moving money around, but when I do log in, I can see the progress Ive made toward my goals by setting my account to automate deductions.

Think of marketing automation like auto-deducting money from your checking account and putting it into savings: The automatic process lets you invest in your future goals in an easier way than if you did it manually.

Marketing automation can play a significant role in the success of your inbound marketing strategy, but there is a right way and a wrong way to use it. Learn more about HubSpot's latest tools to power your growth here.

We want to help you understand marketing automation, and how and when to use it to your organizations benefit. In this post, well discuss traps marketers can fall into when incorporating marketing automation and alternatives that solve for these challenges.

What Is Marketing Automation?

Quite simply, marketing automation refers to the software that exists to automate marketing actions -- actions like email, social media, and more. All of these automated actions are designed with the concept of lead nurturing in mind. In other words, marketers are creating and automating various types of content with the goal of actively attracting, qualifying, and moving prospects through the sales funnel towards a purchase.

And the marketing automation industry is huge -- Emailmonday estimates that 49% of companies use marketing automation software, and Marketing Automation Insider estimates that the industry is worth $1.62 billion per year.

The trouble is, because marketing automation software has grown so significantly as a part of the inbound marketing movement, some marketers arent adopting it correctly. Lets dig into some of the most common marketing automation mistakes below.

7 Common Marketing Automation Mistakes (And How to Fix Them)1) Youve invested in marketing automation without an inbound lead generation strategy.The Problem:

Youve purchased and started using marketing automation software, but you dont have a strong content strategy in place yet. As a result, you arent attracting enough qualified leads to your website, so the ROI of your marketing automation software is low.

To solve this problem, you might be considering buying an email contact list to build the size of your database.

The Solution:

Before you buy an email list, don't.

You see, its not a sound lead generation strategy to purchase email contact listsfor a few reasons. For one,people dont generally like being contacted unsolicited, and you dont want to irritate potential customers. Additionally, purchased email lists have generally high churn rates -- because the leads are often unqualified -- meaning yourdatabase wont have the long-term growth that youre looking for.

Instead of going that route, focus on developing an inbound marketing strategy aimed at attracting folks that actually want to hear from you.Write blog posts, create content offers, calls-to-action, and landing pages, and optimize your website so it will rank well in organic search. These efforts will ensure that your content is being discovered by your audience. Then, once you start generating more leads, youll be able to nurture them effectively with automated emails and social media posts.

2) You dont have a goal for your marketing automation.The Problem:

Youre sending out multiple automated email and social media messages without an end goal in mind.

The Solution:

Take advantage of the ease of use marketing automation software provides and invest time and efforts into determining your goals first. Once you have them, you'll want to assignthese goals to each automated effort -- social media, email workflows, and so on -- to ensure it's easy to track progress.

After all, marketers need a way to measure success when it comes to marketing automation, and one means of doing so is by evaluating goal attainment. For example, here at HubSpot, the Visual WorkflowsApp(currently in beta) lets you set a specific goal for each automated workflow. A goal might be a new lead transitioning into a marketing-qualified lead based on certain behaviors, such as downloading a specific number of content offers.

HubSpot Visual Workflows also allows you to track the percentage of contacts in each workflowthat achieve the goal, which is another great way to measure the success and ROI of your marketing automation.

3) You dont segment your email list.The Problem:

You have a database full of qualified leads, but youre using marketing automation software to blast out tons of emails that arent customized at all. As a result, your leads are churning because your emails arent useful to them.

The Solution:

Develop a lead nurturing strategy that includes email list segmentation so youre sending specific emails to specific people that theyre more likely to open.

According to the Direct Marketing Association, 77% of email marketing ROI came from targeted, segmented campaigns in 2015, and segmented emails generate 58% of all revenue. Seems like a must-have strategy, right? Unfortunately, only 42% of email marketers are sending targeted messages.

With the right marketing automation software, its easy to execute an email list segmentation strategy that delivers strong results. For example, HubSpot customers can use the Visual Workflows App to target their emails based on dozens ofcriteria, both demographic and behavioral.

Need inspiration? We recently published a blog post with 30 ideas for email list segmentationfrom real brands.

4) You send too many emails.The Problem:

Perhaps your email list isnt segmented, or maybe youre a little overzealous with your marketing automation software. Whatever the reason, youre annoying potential prospects by sending way too many emails.

The Solution:

Strategically send fewer emails.

When it comes to your email database, focus on quality over quantity. Its better to have a lower volume of leads with higher engagement rates than a massive database of people who dont open your emails.

Why? Because higher quality leads are more likely to become customers.

A staggering 78% of customers recently surveyed by HubSpot Research have unsubscribed because the brand was sending too many emails. To avoid sending one of many such emails, make sure that every single email you send provides value to leads in a way that they wont be able to help but click.

5) Youre only automating your email marketing strategy.The Problem:

You use your marketing automation software to send out emails, and not much else.

The Solution:

Take advantage of all of the features your software offers to maximize efficiency.

There are probably a lot of little tasks over the course of your work day that dont seem time consuming individually. However, if you add up all of the time you spend posting on social media, updating contact information, and other tasks, you end up with a large chunk of your day spent on things that can probably be automated.

Poke around your marketing automation to see which processes you can make more efficient. For example, in the HubSpot software, users can bulk update lead contact information instead of clicking into each record and changing details there.

The more processes you automate, the more time youll have each day to strategize with your team about content, lead generation, and lead nurturing tactics to keep attracting quality leads to your site.

6) Youre only sharing your marketing automation efforts within your marketing department.The Problem:

You have marketing automation set up only for email marketing, social media, and other lead activities that are only impacting your marketing teams bottom line.

The Solution:

Use a smarketing approach, and make your marketing automation work for sales reps as well.

Think bigger than just the marketing team: What processes would help your sales team if they were automated?

For example, if there were a process in place that alerted reps to when their leads were checking out parts of your website, that would help inform their next call or email. When a lead fills out a form, it could trigger a specific email send from marketing and a follow-up call from their sales rep. Marketing automation software also helps users set follow-up tasks and to-do lists, which reps could use to keep track of the many leads theyre working at a given time.

Take your sales and marketing alignment to the next level by making processes easier for team members across the board to achieve their goals with the help of marketing automation.

7) You use too many different tools.The Problem:

Roughly half of marketers use marketing automation software, and those who do often combine different strategies into a Frankensystem of tools to achieve their bottom line.

For example, they might start on a whiteboard, move to a spreadsheet, then shift onto an online flowchart maker, and only then will they use marketing automation software. This system is problematic in a few ways -- its time consuming, numbers can be incorrectly analyzed, and communication is complicated.

The Solution:

Invest in all-in-onemarketing automation software.

The point of marketing automation is to make things easier and more efficient, and your team wont achieve that if youre spending too much time updating different documents or manually targeting your leads database.

All-in-one marketing automation software offers a variety of criteria options to target your audience, as well as visualization tools so you can see how your marketing automation efforts are working together. That means youll be spending less time writing out numbers and emailing spreadsheets to your team members, and more time implementing strategies designed to qualify leads.

Whats the biggest challenge you encountered when you purchased marketing automation software? Share with us in the comments below.

Product Launches INBOUND 2016

Admin · Ninguna vista · Escribir un comentario
25 Nov 2016
Content Marketing: 10 Common Mistakes Photo: flickr: DigitalRalph

This article was written by Yael Warman, Content Manager atLeverate.

Content marketing has become a vital component in businesses marketing strategies and its value and focus is rapidly rising, with 78% of CMOs considering custom content as the future of marketing.

Join the industry leaders at the Finance Magnates London Summit, 14-15 November, 2016. Register here!

With content marketing taking such a center stage role, guaranteeing that you design, develop and implement a successful content marketing campaign is of utmost importance. Lets take a look at some of the most common mistakes content marketers make, so you can avoid them and improve your chances of achieving your set goals.

1. Forgetting to set goals

How can you even attempt to achieve your goals if you dont even have them set?

Like any other aspect of your marketing strategy, content needs to have clear, quantifiable and measurable goals. Most B2B marketers aim at brand awareness as their number one goal, and while that is a great thing you can achieve through content, because developing high-quality pieces can showcase your companys expertise in your field, it is hardly its only achievable objective.

The reality is that you can KPI the sh*#t out of your content strategy. Building brand loyalty through credibility, educating your customer base or prospective clientele, engaging and connecting with your audience and even recruitment of talented individuals who might identify with your vision and culture, are all great goals a company can set to achieve through content marketing.

Leverate Leverate2. Not having a plan

For content to serve a purpose and be effective, it needs to follow a plan. Research your target audience and what their actual needs are.

Once armed with information, plan the direction in which you want your content strategy to go 6 months to a year down the line. Set up an editorial calendar including your daily and weekly postings. This creates a commitment that helps you stay focused long term and gives you a visual understanding of what you are doing.

3. Not paying enough attention to distribution

You may have developed the most interesting piece of content, but if you fail to distribute it properly to your audience, your content strategy will fail.

You should have a plan to distribute your content through multiple channels, some paid, some earned and some owned by your company, and each channel should speak its own language and serve its own purpose. For example, if you are using social media to promote your blog posts, make sure the messages posted in each social network to introduce your blog post, speak the language of that social network.

4. Not posting frequently enough

Companies that publish quality content regularly see the biggest returns in terms of web traffic and lead generation.

According to recent research shared by Hubspot, brands that published more than 16 blog posts per month received about 4.5 times more leads than companies that published between 0 and 4 posts per month.

Publishing with the same frequency every month is also an important factor, as customers want to see something new every time they visit your website or social media pages and they begin to expect your pieces.

5. Not having a purpose

The fact that someone is reading, seeing or listening to your content doesnt mean much unless you can guide them to take the action you want them to take.

As we stated above, your content strategy should have a clear objective and every piece of content you develop should help you serve that objective, so depending on what that objective is, use simple and straight-to-the-point language to let your audience know what their next action should be.

Is it signing up to your newsletter, is it subscribing to your e-mail list, is it liking your social media page or downloading an asset? Besides a clear CTA, I like including a whats in it for you to entice my audience to follow the action.

6. Not squeezing the juice out of SEO

Often times I come across an article so chock full of keywords that it is so obviously trying to achieve ranking rather that convey a valuable message, that it honestly turns me away from the actual content.

That is not to say however, that content and SEO cannot be good friends. With a little bit of research to determine the right keywords you want your content to rank for, a few structural adjustments are all it takes to optimize your content for search engines.

It makes little sense for you to create top-notch content if nobody is going to read it. Improving your content in order to help search engines discover it will help your company increase web traffic and lower the cost of customer acquisition. Find the keywords that best match your strategy and include them consistently throughout your pieces.

7. Not giving visuals enough importance

Adding infographics, pictures and a visually appealing layout to your content pieces goes a long way.

Entire platforms are built on the knowledge that humans primitive brain is best appealed to visually, such as Instagram and Pinterest.

Research has revealed that content containing images gets 94% more views than content that does not include images, regardless of industry or topic. Content that includes imagery also gets shared 35% more than content without visuals.

Some image best practices include using lifestyle photography instead of clipart, close-up pictures rather than unidentifiable subjects and images that portray a representation of your audience and that matches the content. Because the average person reads only 20% of the text appearing on a typical website, using infographics to convey a message is a powerful tool.

Even the way in which the text is displayed, the type and font size, the spacing and paragraphs breaks are important things to consider to make your content pieces more appealing to your audience.

8. Not using enough media variety

Audiences today consume content in all shapes and forms and are constantly hungry for more.

There are plenty of ways in which you can get your message across and the more different types of content you use, the more powerful your content marketing efforts will be. Speak to your target market using blogs, articles, white papers, e-books and case studies. Develop how-to guides and best of lists.

Video is exploding on social media, leverage the trend by producing your own videos and live casting the interesting things your company is doing. Interview the executives of your company. Produce infographics to convey harder to swallow material like statistics.

Make up your own memes. Have a weekly or monthly podcast. Think of content as an ever-changing animal and adapt it to convey different messages through different media.

9. Not focusing on quality

While putting your brand out there through content relies largely on the number of pieces you develop and distribute, you should never sacrifice quality for quantity.

As superficial as it may sound, one grammatical mistake or spelling error will have readers focusing on that rather than your message and will flush your efforts down the drain.

Titles are a particularly crucial component of your content. Having a great piece of content with a title that does it no justice or that is not catchy enough will take away from your content.

Audiences are likely to click on catchy titles. Countdowns (top 10s for example), negative keywords (worst or never are more clickable than always or best), and posing questions are great, proven ways to get your content clicked on.

Broken links on your content are an obvious no-no, but I cant tell you the number of times in which an interesting article has prompted me to click on a link in search of additional, valuable information, only to end up in browsers error page. Test your links if you are including any in your content (and you should be including them).

10. Making your content salesy as opposed to informational

While increased web-traffic and click-through rates are great achievements from a content marketing strategy, they should be considered a byproduct.

A content strategy that is designed specifically to increase traffic and conversion will end up being shamelessly promotional, and your audience will see right through your intentions, which decreases your opportunities for building brand loyalty.

Promotional links and other mentions of how great your company is at fixing that particular problem you are laying out in your blog, as subtle as you may think they sound, will come off as spammy, diminish your credibility and quality of the content and will not result in as much increased traffic as you may hope it would.

Readers in this day and age are smart and sophisticated and wont drink the Kool-Aid just because you serve it. Show off your brand by providing content that is valuable to them, not you and the results will come in as a result of your efforts. Trust me on that. I do this for a living.

Got a news tip? Let Us Know Found a mistake? Let us know
Admin · 4 vistas · Escribir un comentario
19 Sep 2016
John,

In regards to a better name.. there are cases where I wouldnt recommended moving to a better, more brand able domain. I base my recommendations on having done organic SEO (and domaining) since 1996. Sure, there are new gTLD names that are not better, but if a business can get a better name then they should pull the trigger on it if they can.

Jacksonville.Attorney is just a better, more brandable name than EricBlockLaw.com. And, JacksonvilleAttorney.com is better, also. He probably would have had the same results if he had moved to JacksonvilleAttorney.com, but that doesnt make for a good story.

You said this:

>> So far, there is absolutely ZERO proof that a new TLD is better than a .com, even if it looks better on paper it might still receive all kinds of typos of people going to the .com because of memory retention problems when dealing with thousands of new extensions.

Well, when it comes to branding, and getting real people to CLICK on a website listing, and click on an ad, those New gTLDs, stuff like Jacksonville.Attorney, DOES look good on paper, and thats why people are clicking on the ads and clicking on the sites and visiting them. They simply look good. Did I mention that click-thru rate in the search results is, in fact, a search engine ranking factor?

Also, you mentioned the fact that it might still receive all kinds of typos. While that might be the case, we actually have NO PROOF that there are even any typos. I havent see ANY studies or proof anywhere that shows how often people (real people) are adding .com to the end of something like jacksonville.attorney, like if you told them in person to go to jacksonville.attorney they would type in jacksonville.attorney.com. Id like to see some data around that. I totally get what youre saying, but we just dont know that thats a valid argument.

Im not sure where you get come up with the fact that registries are just scumbag snake oil salesmen. Granted there may be some out there, but Im not aware of any.

In 2014 when I started to look into the New gTLDs, I did it from a marketing perspective and wanted proof that theyre better for marketing purposes. Like whether or not people click on them if its in an ad or if they will actually rank. I only became a believer when I saw the proof that they work.

.Biz, .mobi,, and .info are not even in the same league as some of the topical, niche, keyword rich new TLDs. You cant compare a .biz to a .ATTORNEY if an attorney is going to use one or the other. There are good TLDs and there are ones I wouldnt use. But you shouldnt put all TLDs into the same bucket as being loser extensions.

Admin · 5 vistas · Escribir un comentario
20 Jun 2016
china prison police kickReutersGoogle is effectively kicking out header bidding.For the past year or so, ad tech companies had been selling "header bidding" the hacky workaround used a way to chip away at Google's huge ad tech monopoly as one of their competitive advantages over rivals.

But now Google has effectively stamped it out.

As AdExchanger first reported and Google announced on Wednesday, has also begun testing allowing ad exchanges outside of its own AdX access to its "Dynamic Allocation" product.

Test partners include Index Exchange and Rubicon Project.

So why does this do away with the need for header bidding ... and what is header bidding anyway)?

To understand the answer to that question, you need to get to grips with what header bidding is and why it rose in popularity in the first place.

As the CEO of ad tech startup Beeswax, Ari Paparo, explained in a Business Insider article last year, virtually every publisher uses Google's DoubleClick for Publishers (DFP) technology to serve ads on their websites.

Google DFP gave publishers the option to switch on the Dynamic Allocation product, which was closely tied to Google's AdX. That product allows AdX to compete directly with the ad slots sold by publishers' in-house sales forces.

Most of the time, in-house sales forces sell ads at a higher price than ads sold programmatically (in other words, using ad tech to make the ad buying process automated.)

However, there are occasions when ad tech can win out because they use cookies to build profiles on users based on their browsing behavior.

One example: Users that have previously been searching for vacations in Barbados are hugely valuable to travel companies, who are willing to bid a lot of money to serve ads to them. But a publisher's salesforce might not even know they have been visiting the site.

That's where ad tech can win. And publishers win too, because they sell their ads at a higher price.

The problem for ad tech, when it came to DFP, is that only Google's AdX was being able to compete with the internal sales-forces for those audiences. Google's AdX didn't let third-party exchanges enter bids for those impressions. Everyone else had to wait for a slot that became available after the direct deals were sold.

That's where header bidding came in

How Header Bidding WorksAri PaparoAd tech companies figured out a workaround. They asked publishers to insert a special piece of code into the header of their web pages that sent out the ad request before Google's DFP could take a look. And so header bidding was born.

The header bidding concept was created some years ago Paparo says ad tech company AppNexus probably created the idea in 2009, although other people have claimed credit.

Now, use of header bidding is widespread. A report from BI Intelligence published earlier this year suggested almost 70% of publishers claim to have adopted header bidding technology, compared to almost zero two years ago.

In recent months, ad tech company, after ad tech company, after ad tech company, after ad tech company have been touting their new header bidding solutions.

Is header bidding no more?

baby waveDean Wissing/FlickrCCBye-bye header bidding?

Paparo certainly thinks so.

"The announcement from Google today essentially removes the need for header bidding. Google is saying, that if you are a reputable exchange or source of demand, and the publisher wants you to integrate into DFP they're going to let you bid against the direct sold inventory without having to go through AdX. It's like Microsoft letting you install Linux on your PC," he told Business Insider.

Paparo thinks that's good news for publishers as it gives them what they want. He says it's also "pretty good news" for ad tech companies with ad exchanges and demand-side platforms (DSPs) as they get access to more ad inventory without paying a "AdX" tax.

In fact, he thinks it's "marginally bad news for Google" as the company is now giving away one of its key advantages but it's most likely that Google is simply acknowledging that the market had moved on and it needed to follow.

Tom Shields, AppNexus SVP of strategy for the ad tech company's publisher technology group, is a little more suspicious about whether Google's move are well-intended.

He said: "If Google has finally embraced open dynamic allocation, thats a good thing for publishers, and we welcome them to the party. If theyre providing tools to help publishers see exactly whats happening inside their auctions, all the better. If, on the other hand, this proves to be just another measure to create artificial advantages and disadvantages in the market, then its the same old game."

In the blog post, DoubleClick director of product management Jonathan Bellack explains that the company is simply trying to help publishers make more money, without "compromising the user experience" referring to how header bidding code can slow page load time down for users.

A spokesperson for OpenX, an ad tech company that has previously credited publisher adoption of header bidding technology as helping to grow its revenues, takes Google's side: "Along with Google, OpenX agrees that server to server is the best way forward for managing multiple header bidding tags. Server to server is a long term scalable solution, one that can also provide unprecedented levels of transparency and control, both of which are core to the relationship OpenX enjoys with publishers and buyers."

In addition, Google also announced on Wednesday that all of its DFP clients will now be able to use a new product called "First Look," which allows publishers to give all of its programmatic ad buyers the chance to bid on 100% of their inventory, including ahead of sponsorships and reservations. The product had previously only been available to a test group of publishers.

Admin · 93 vistas · Escribir un comentario
13 Avr 2016
seo company dallas


Whether you're a business professional or an aspiring blogger hoping to make some money on the side, your number one tool in the internet arena is going to be something called Search Engine Optimization. This refers to a group of actions you can take to make your website appear as the number one result in a search. Read on to find out how.


Make a number of mini-sites that lead back to your main site. This way, each site can focus on one or two keywords and have a fully functional site that you can get and optimize traffic for, but serves a dual purposes since it will link back to your main website. The more mini-sites you have, the more point to your original site, and that will cause it to rise in the search engine page rankings.


When trying to get your site ranked well by the search engines, it is important that you write meaningful markups around Dallas TX so that the spiders can easily find your content. Always focus on two solid principles here. One, make sure to use the proper headings and listings. Two, remember to always validate your markup.


Don't put large amounts of information in the TITLE or META tags of a website. Putting large numbers of keywords in these two areas of a page is a common tactic used by spammers. There is evidence that websites that have lots of information in these tags are heavily penalized by Google and other search engines.


Include various images on your website so that you can take advantage of the visual searches on the big search engines. Sometimes, it is much better to display, promote or market your product with a picture, rather than explaining what it does with a text description. This will go a long way in improving your visibility as a company.


Search engines crawl your entire site by default so you should include a robots.txt file to exclude pages that are not relevant to your site topic. Write the file and upload it to the root directory of the site. This will tell the search engine what to ignore right away so it doesn't waste time going through info that is not important.


How you present keywords is just as important as using them consistently. You impart importance to your visitors and draw their attention to them, by adding bold or italic tags. This also has an impact on the search engines. This simple addition brings weight to drives and searches visitors to act.


Don't use hidden text or links on your website to optimize your site for search engines. Some webmasters will try to make text or links invisible to visitors but visible to search engine spiders. One way they do this is to use white text on a white background. Search engines can now easily spot this sort of behavior, so it will not help your site rank at all.




Let viral marketing do some of the dirty work for you. Allowing your readers to post comments and reviews is an easy way of bringing your search engine rating higher. Search engines have favorable views of sites that allow commenting and reviewing, so using this method can easily bump you up a few points.


If you need to use them make sure to include a noframes tag and to create a full version of your site for the noframes client, search engines hate frames, so. You are never going to move anywhere in the ranks if the search engines spiders can't read your site. Creating a noframes site will ensure that you can even be indexed in the search engine.


As much as possible, stay away from frames in your website. Search engines can't index framed pages. The best that they will be able to do is to index your home page. This means that, if the majority of your site uses frames, then the majority of your site will not be indexed.


Sometimes focusing too much on SEO-related keywords and rules can detract from your writing quality and topic. You should start by writing for your readers. Writing a quality article should be your goal. Afterwards you can always go back and add keywords and edit it as you see fit.


You can use search engine optimization to generate traffic by continuously adding new and keyword-rich content to your site, whether it is through descriptive industry articles, new product descriptions, user reviews, or company blog posts. This keeps your search and content results fresh and up-to-date while keeping your regular visitors engaged.


When supplying information in your copy, include phrases like "How do I..." or "Where can I find..." in your keywords. People love to write questions into search engines, and you want to supply the answer. You can even use the question as the title of your post, which will rank it high for those keywords.


If you don't take the time to expand, build and enhance your personal branding, SEO means nothing to your site. Design a memorablelogo and slogan, and use effective layout and typography design on your site. Even if you have higher rankings in the search engines, they will mean nothing if customers are dissuaded and decide to leave immediately from your mediocre site.


Convince the owner to blog if you're optimizing a website for a company! People love to read what the big honcho in charge has to say, and they adore the idea of being able to communicate back with him through comments. This will drive a large amount of traffic to the site.


You can optimize your blog for search engines by using SEO-friendly URLs for each blog post. Most blogging services offer this option, which is a must-do if you are using your blog to make money. Rather than allowing the service to assign a generic URL, create your own post URL that includes keywords.


You must make sure that each web page has its own specific and unique content. In other words, do not place the same article on more than one web page. When you have two or more web pages with the same content, you will also have a set of inbound links that point to several pages rather than have the entire set of links point to one page,. That's the reason for this. Since search engines take into account the number of inbound links, you want to consolidate as many of those inbound links into one web page. It is significantly better to have one high ranked web page than several lower ranked web pages.


The best way to make the most of SEO is to build incoming links that are solid, write a great title and META description, be sure your internal linking structure is strong, keep your content quality level extremely high, and don't worry too much about the keyword density level. If you do all of these things, you will see your rankings in the search engines climb.





Oracle Nova


5222 Belmont Ave #209


Dallas, TX 75206


(972) 370-5170

Admin · 97864 vistas · Escribir un comentario
06 Dic 2015

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