Digital marketing for estate agents

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This slide deck is from a seminar that we ran in conjunction with Property Jungle and Growth Track, aimed specifically at estate agents. It offers a broad overview of the main areas of digital marketing: - Responsive website design - Website maintenance and what you should be doing to help SEO - Social media: so much more than just a property listing - How to create content that attracts buyers and sellers - Details about a brand new Facebook property app - Branded emails

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  • 1.Digital Marketing For Estate Agents Responsive web design SEO Social media Content marketing Facebook app Branded emails

2. Introductions Mike Smithson MD The Property Jungle 32 years in and around Estate Agency IT Career since 1992 Building Web Sites for 17 years Founded The Property Jungle in 2002 Built over 1,000 web sites 3. Introductions Dave Colgate SEO Specialist Vertical Leap Strong web development background Content Management SystemsEcommerce Systems SEO, Design & Build of Property Sites Subject - Maintenance & SEO 4. Introductions Simon Jenkins Head of Social Media Red Rocket Media 4 years in social media marketing Expert defining digital marketing success measures Heads up strategy and planning for social media Regular speaker within the social media industry Subject Social Media more than a listing 5. Introductions David Howells Brand Journalist Red Rocket Media Not the golfer and also known as DaiStrong professional background in writing Magazines and Web Sites Regularly presents on brand journalism & content Subject Content that attracts buyers and sellers 6. Introductions Stephen Phillips Founder Growth Track 25 years in Estate Agency Built and sold award winning Estate Agency Provides innovative technology tools Successful consultant to a number of agencies Subject Leveraging Facebook & the Power of Email 7. Responsive Web Design What is it? Where has it come from? How does it work? Whats the point?What should I do next? 8. RWD What is it? Responsive Web Design not Rear Wheel Drive A design technique to allow for the creation of one set of content that has the minimum amount of panning, zooming or scrolling, irrespective of the device being used to view it.One content fits all sizes 9. RWD Where has it come from? The Web Design Challenge in 1996 800 x 600 the new max screen size IE, Netscape, AOL & Opera browsers Google Didnt Exist Only 100,000 web sites in the world Dial up connections max 33.6Kbs Simpler times, simpler targets, Simple technology Designed for the screen 10. RWD Where has it come from? The Web Design Challenge in 2013 Desktop, Laptop & Mac between 1024 x 768 and 2560 x 1440 Nexus 7 & 10 Android Tablet Kindle Fire HD Windows Phone Chrome, IE, Firefox, Webkit, Safari, Opera iPad Mini Landscape, Portrait & Widescreen variants iPad 2+ iPhone 3, 4, 5 Google dominance (67% at 13billion pm) HTC Android Blackberry 785,293,473 sites (18 million more pm) Nexus 4 Xbox Circa 1/3 Rightmove visits by mobile device PS3 Smart TV Peak 82% mobile Rightmove visits in evening Wii Microsoft Surface Designed for the device 11. RWD Where has it come from? The Web Design Challenge in 2014+ Wearable Devices Galaxy Gear, Google Glass, Google Watch Pervasive Computing Things that think Augmented Reality User controlled interaction with the point of view Smart TV Extension to couch commerce on-demand Design for any display 12. RWD Where has it come from? Responsive Web Design stops us from designing for a target screen or device and obliges us to design for any display future-tolerant. Design for the screen Design for the device Design for any display 13. RWD How do we do it? Media Queries how big is the screen and which way round is it? Heres a few things we can do using media queries: 1. Test for portrait or landscape orientation. 2. Hide or show content dependent on size of screen. 3. Move and resize content for optimal viewing on a variety of screen sizes. In essence a responsive web design responds to our devices and adapts to create an enjoyable user experience. This happens in real time as you turn your device or resize your browser window. 14. RWD So Whats the point? Introduces major opportunities for business improvement 1. EASE OF MAINTENANCE One set of content and only one place to maintain it. 2. IMPROVED USER EXPERIENCE Consistent information, no synchronisation issues 3. GOOGLE PREFERRED More efficient for Google to crawl, index, and organize content with just one URL ranking implications 4. GREATER PERFORMANCE VISIBILITY Consolidate analytics and reporting whole body view of all traffic across all devices 15. RWD So what should you do next? Adoption rates Sample of 200,000,000 sites 0.55% adoption today* Foxtons have it already. We resisted it while standards evolved now ready and need is present. Your existing sites still work Expect 15%+ of agency sites to be RWD in 2014 Expect 50%+ of agency sites to be RWD in 2015 Expect 50%+ of all traffic from mobile devices in 2015 RWD requires more planning. Cant just start. RWD can take slightly more time to build. RWD can be less flexible on design.* Source MeanPath 16. RWD So what should you do next? It is a more intelligent build approach device capable and future tolerant. Business benefits in customer experience, search engine ranking, content maintenance, traffic and performance measurement. Plan for your next generation of web content to be RWD.QUESTIONSthankssss 17. SITE MAINTENANCE AND WHAT YOU Site maintenance HELP SEO SHOULD BE DOING TOand what you should be doing to help SEO#property @SEODave @RedRocketMedia 18. WHY AM I TELLING YOU THIS?Actions you can perform nowCreate a channel through the fog Positive actions on your website with consistency Website maintenance is the foundation of good SEO#property @SEODave @RedRocketMedia 19. DEPENDENCIES WITHIN YOUR SITE ADMIN What do I mean by dependency?Like a child is dependent on their parents?#property @SEODave @RedRocketMedia 20. DEPENDENCIES WITHIN YOUR SITE ADMIN What do I mean by dependency?Kind of #property @SEODave @RedRocketMedia 21. DEPENDENCIES WITHIN YOUR SITE ADMIN What do I mean by dependency?You make a change. And that impacts or changes something else#property @SEODave @RedRocketMedia 22. DEPENDENCIES WITHIN YOUR SITE ADMIN It depends on your website software #property @SEODave @RedRocketMedia 23. TITLES & DESCRIPTIONS What is a title tag? Title of the page Every page on a site has one Seen in the browser tabs Sits in some code on your page#property @SEODave @RedRocketMedia 24. TITLES & DESCRIPTIONS What is a meta description? Every page on a site has one User doesnt usually see this Sits in some code on your page Seen in search results#property @SEODave @RedRocketMedia 25. TITLES & DESCRIPTIONS Title Tags No more than 65 characters (incl. spaces) No need for brand mention on every single page Be descriptive about the page Use as much of character limit as possible Make each one uniqueMeta Description No more than 160 characters (incl. spaces) Remove keywords repetition Describe the page, why should I click? Entice them to click through to the page Make each one unique #property @SEODave @RedRocketMedia 26. KEYWORDS If youre a plus size girl and want a plus size prom dress, we have a lot of plus size prom dresses. We have blue plus size prom dresses, black plus size prom dresses, yellow plus size prom dresses, green plus size prom dresses, white plus size prom dresses, aqua plus size prom dresses, mint green plus size prom dresses and many more plus size prom dresses for plus size girls. This particular plus size prom dress is sleeveless and has a pretty sash in the back.If youre a young lady who needs a dress a little bigger than what you can usually find, weve got a great selection for you! From blue to black, green, yellow and every colour in between our plus size prom dresses are made just for you. This specific dress which is ideal for a prom night is sleeveless and features a stunning sash on the back.#property @SEODave @RedRocketMedia 27. CONTENT DUPLICATION Duplicating content is bad practice for SEO=Internally duplicated on multiple pagesGoogles notice that theres duplication #property @SEODave @RedRocketMedia 28. CONTENT DUPLICATION Make sure everything is unique=Avoid boiler plating copy Tailor the copy on each page to the targeted reader #property @SEODave @RedRocketMedia 29. REMOVING PAGES & RE-DIRECTING Whenever you delete ... Re-direct#property @SEODave @RedRocketMedia 30. PAGE NOT FOUND Page not found = page users see when the page theyre trying to find doesnt existReally important to both optimising for search engines and providing a good user experience.Heres a good example of how your error pageshouldnt look #property @SEODave @RedRocketMedia 31. Page not found 32. PAGE NOT FOUND What you need for a great error page: Branded page same template as your websiteTitle tag Page Not Found Error 404Content Why and HowLink to the home page, sitemapSearch functionalityMake it interesting or entertaining#property @SEODave @RedRocketMedia 33. IMAGES WITHIN ARTICLES Alternate text or ALT textTitle TagResolutionOptimised for size Filename(Less than 100kb)#property @SEODave @RedRocketMedia 34. LOCAL SEARCH PRESENCE The local packA local search which includes a location returns local results Google also knows where you are #property @SEODave @RedRocketMedia 35. LOCAL SEARCH PRESENCE If youre not already get your brand on Google+Create a localbusiness listing Include locations in your page titles and page contentBusiness directories and government directories local to you #property @SEODave @RedRocketMedia 36. INTER-OFFICE TRAINING Hugely important aspect of site maintenance and consistent SEO#property @SEODave @RedRocketMedia 37. TO FINISH OFF Many, many more things you can do Keep content up to date Dont remove pages without redirecting Dont go overboard with keywords #property @SEODave @RedRocketMedia 38. Social MediaMore than just a listing of properties#property @SimonJenkins09 @RedRocketMedia 39. Its only natural Its totally natural for a brand to link to their own products across Social Media. Dont believe blogs that tell you to NEVER post self-promotional content.#property @SimonJenkins09 @RedRocketMedia 40. One size fits all The key is to get the right balance of selfpromotional content versus n