2014 online marketing guide for real estate
DESCRIPTION
Our 2014 Online Marketing Guide for Real Estate details the importance of mobile optimization and content marketing, complete with strategy checklists and key phrases to enhance your 2014 marketing plan.TRANSCRIPT
the TAKEAWAYMobile-friendly marketing will help give your
business the upper hand in 2014.
the TAKEAWAYContent marketing is key to modernizing your
strategy and driving more traffic.
the TAKEAWAYPlanning out your strategy, from web design to local SEO, will make your content more
cohesive and effective.
MOBILE MANIAARE YOU A MOBILE-FRIENDLY MARKETER?
CONTENT CRAZEIS CONTENT MARKETING PART OF YOUR MARKETING STRATEGY?
CHECKLISTSUSE THESE MARKETING CHECKLISTS TO STAY ON TRACK IN 2014
TODAY
IN 2014
2014REAL ESTATEONLINE MARKETING GUIDE FOR
of searchers use mobile devices
exclusively for online research
MOBILEFRIENDLY WEBSITE
MOBILEFRIENDLY MLS SEARCH
INDEXABLE PAGE FOR EVERY LISTING
MODERN, BEAUTIFUL DESIGN
INTEGRATED ANALYTICS PROGRAM
SEO PLUGIN
Options: mobile-only site, mobile app, responsive design site
Visitors should have an excellent search experience across all devices
The best IDX solutions auto-generate listing pages for boosting SEO
Does your site still have that “made-in-the-’90s” look? Makeover time!
Using an analytics program will show you what’s working and what isn’t
A good SEO plugin will boost your search rankings & help you get found
IN 2014
2014 WEBSITE
CHECKLIST
“Content marketing will be bigger than ever.”- Jayson DeMers, Forbes
46% of real estate searches are performed on mobile devices
20%
TODAY
of businesses use some form of content marketing
60% of CMOs (Chief Marketing Officers) believe custom content is the future of marketing
78%
CONTENT MARKETING PERSONAS
EDITORIAL CALENDAR
CUSTOMER QUESTIONS
KEYWORD OPTIMIZATION
MADE FOR MOBILE
VISUAL CONTENT
Create representations of the ideal prospects you’re trying to engage
Use a spreadsheet to plan out the content you want to create
List out all of the questions your customers ask. Voilà, content topics!
Include relevent keywords in titles, captions, meta descriptions, etc.
Use mobile-friendly formatting & short posts that can be read on-the-go
Use video tours, high resolution property photos, presentations, etc. to draw in leads
2014 CONTENT
CHECKLIST
SOCIAL SHARING BUTTONS
CONSISTENT BRANDING
ADDING VALUE
LISTENING IN
EXPANDING YOUR PRESENCE
SOCIAL SELLING
Add social sharing buttons to ALL of your content (including listings!)
Use the same name, contact info, logo, etc. across all of your channels
Be a resource on the social web. Share industry knowledge, tips, etc.
Use monitoring tools to find out what folks are saying about your business
Experiment with Pinterest, Instagram, Vine, etc. to increase your reach
Find and engage prospects on social sites, nurture relationships, and convert
2014 SOCIAL
CHECKLIST
DOMAIN NAME
CONTACT INFO
CONSISTENT SEARCH CITATIONS
LOCAL BLOG
LOCAL CONTENT
REVIEWS
Use a local term in your site’s domain name (e.g. BostonCondos.com)
Create a “Contact” page & always make your contact info easy to find
Use the same contact info on Yahoo! Local, Google+ Local, & Bing Local
Include a local search term in your blog’s title (e.g. Boston Condo Blog)
Review restaurants & attractions, interview local “celebrities,” etc.
Ask your clients to write (great!) reviews on Google, Yelp, etc.
2014 LOCAL
CHECKLIST
BE IN THE KNOW
MARKETING AUTOMATIONSoftware solutions that allow marketers to automate repetitive tasks, such as email blasts and drip campaigns, with triggers based on lead behavior.
DRIP CAMPAIGNAA communication strategy that sends out automated messages to leads or customers over a set amount of time. These messages are typically "dripped" in a themed sequence that relates to the action (downloads ebook) or coconversion funnel status (nearing the end of a free trial) of the recipient.
LIFECYCLE EMAILSEEmails that are triggered based off of where a lead or customer is in the conversion funnel. For example, customers who have been with a company for many years will get different messaging than those who have jujust signed up.
CONVERSION FUNNELTThis is meant to serve as a "visual" representation of how a customer is led through a closed sale, from clicking on an Internet advertisement to starting a free trial to buying the offered product or service.
CUSTOMER PERSONASPPersonas are meant to model real customer demographics, allowing marketers to create content and products tailored to an individual with an imagined name, history, story, and behavior. These details should be cocomplete enough to allow the marketer to imagine the persona's needs and desires in a way that will strengthen the product or service offering and the messaging used to sell it.
LONG TAIL KEYWORDSAA phrase of at least three words, these keywords are extremely specific and, though unlikely to drive a great deal of traffic, are better suited to drawing higher quality leads, which allows for higher conversion than shorter kekeywords.
12 EXPERT TERMS FOR 2014
Create beautiful real estateWEBSITES THAT WORK
INFOGRAPHIC BY PLACESTER
Built with indexable IDX for better online marketing, local search, and SEO. For expert help, visit placester.com
Resources
http://searchenginewatch.com/article/2265547/46-of-Searchers-Now-Use-Mobile-Exclusively-to-Research-Study
http://www.smallbusinesssem.com/real-estate-search-stats/7020/
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
http://www.dcmarketingpro.com/blog/bid/340493/Digital-Marketing-Strategy-3-Things-You-Need-to-Know-for-2014
http://www.forbes.com/sites/jaysondemers/2013/10/08/the-top-7-content-marketing-trends-that-will-dominate-2014/
hhttp://www.forbes.com/sites/jaysondemers/2013/09/17/the-top-7-online-marketing-trends-that-will-dominate-2014/
http://www.salesforcemarketingcloud.com/blog/2013/08/50-content-marketing-stats/
Attributions
http://thenounproject.com/noun/application/#icon-No17114
http://thenounproject.com/noun/browser/#icon-No20809
http://thenounproject.com/noun/click/#icon-No19425
http://thenounproject.com/noun/cloud/#icon-No3841
http://thenounproject.com/noun/dart-board/#icon-No13448
hhttp://thenounproject.com/noun/graph/#icon-No18735
http://thenounproject.com/noun/share/#icon-No253
http://thenounproject.com/noun/handshake/#icon-No16725
http://thenounproject.com/noun/incognito/#icon-No7572
http://thenounproject.com/noun/landing-page/#icon-No6603
http://thenounproject.com/noun/link/#icon-No15066
http://thenounproject.com/noun/megaphone/#icon-No17250
http://thenounproject.com/noun/podium/#icon-No22697
hhttp://thenounproject.com/noun/funnel/#icon-No17328
RESPONSIVE DESIGNAAn approach to web design that automatically shifts & resizes content to provide an optimal viewing & browsing experience across all devices (smartphones, tablets, etc.).
SEMSearch Engine Marketing focuses on the promotion of websites through increasing their visibility in search engine results pages.
PPCPPay-Per-Click is a model of Internet advertising wherein advertisers pay a specific amount each time an ad is clicked on (Google AdWords is a PPC provider).
Mobile Internet traffic will surpass desktop Internet traffic.
There will be more Internet- ready mobile devices than huhumans.
Mobile devices will increasingly utilize location & personal preference dadata to deliver relevant content.
More and more companies will invest in developing and implementing content strategies
Mobile-friendly content will become increasingly popular
CONVERSION RATE OPTIMIZATION (CRO)Refers to the process of experimenting with web page design, copy, offers, and variations of content to increase the rate at which leads convert.
SEOSSearch Engine Optimization is a subset of SEM that focuses on manipulating websites or web pages to increase their visibility in organic (non-paid) search engine results.
UXUser Experience refers to a person’s overall perceptions and feelings following an interaction with a product, service, or company.