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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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Digital Marketing For Estate Agents
• Responsive web design• SEO• Social media• Content marketing• Facebook app• Branded emails
Introductions
Mike Smithson – MD – The Property Jungle
32 years in and around Estate Agency
Founded The Property Jungle in 2002
Building Web Sites for 17 years
Built over 1,000 web sites
IT Career since 1992
Introductions
Dave Colgate – SEO Specialist – Vertical Leap
Strong web development background
SEO, Design & Build of Property Sites
Ecommerce Systems
Subject - Maintenance & SEO
Content Management Systems
Introductions
Simon Jenkins– Head of Social Media– Red Rocket Media
4 years in social media marketing
Regular speaker within the social media industry
Heads up strategy and planning for social media
Subject – Social Media – more than a listing
Expert defining digital marketing success measures
Introductions
David Howells – Brand Journalist – Red Rocket Media
Strong professional background in writing
Regularly presents on brand journalism & content
Subject – Content that attracts buyers and sellers
Magazines and Web Sites
Not the golfer and also known as Dai
Introductions
Stephen Phillips – Founder – Growth Track
Provides innovative technology tools
25 years in Estate Agency
Subject – Leveraging Facebook & the Power of Email
Successful consultant to a number of agencies
Built and sold award winning Estate Agency
Responsive Web Design
What is it?
Where has it come from?
How does it work?
What’s the point?
What should I do next?
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”
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 Didn’t 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”
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• iPad Mini• iPad 2+• iPhone 3, 4, 5• HTC Android• Blackberry• Nexus 4• Xbox• PS3• Smart TV• Wii• Microsoft Surface
• Chrome, IE, Firefox, Webkit, Safari, Opera
• Landscape, Portrait & Widescreen variants
• Google dominance (67% at 13billion pm)
• 785,293,473 sites (18 million more pm)
• Circa 1/3 Rightmove visits by mobile device
• Peak 82% mobile Rightmove visits in evening
“Designed for the device”
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”
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
RWD – How do we do it?
Here’s 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.
Media Queries – how big is the screen and which way round is it?
RWD – So What’s the point?
1. EASE OF MAINTENANCEOne set of content and only one place to maintain it.
2. IMPROVED USER EXPERIENCEConsistent information, no synchronisation issues
3. GOOGLE PREFERREDMore efficient for Google to crawl, index, and organize content with just one URL – ranking implications
4. GREATER PERFORMANCE VISIBILITYConsolidate analytics and reporting – whole body view of all traffic across all devices
Introduces major opportunities for business improvement
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.
* Source MeanPath
• 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. Can’t just start.• RWD can take slightly more time to build.• RWD can be less flexible on design.
• 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.
thankssss
RWD – So what should you do next?
QUESTIONS
Site maintenance
and what you
should be doing
to help SEO
#property
@SEODave
@RedRocketMedia
SITE MAINTENANCE AND WHAT YOU
SHOULD BE DOING TO HELP SEO
Actions you can perform now
Create a channel through the fog
Positive actions on your website with consistency
Website maintenance is the foundation of
good SEO
#property@SEODave
@RedRocketMedia
WHY AM I TELLING YOU THIS?
What do I mean by dependency?
Like a child is dependent
on their parents?
#property@SEODave
@RedRocketMedia
DEPENDENCIES WITHIN YOUR SITE ADMIN
What do I mean by dependency?
Kind of …
#property@SEODave
@RedRocketMedia
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
DEPENDENCIES WITHIN YOUR SITE ADMIN
It depends on your website software …
#property@SEODave
@RedRocketMedia
DEPENDENCIES WITHIN YOUR SITE ADMIN
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
TITLES & DESCRIPTIONS
What is a meta
description?
• Every page on a site has one
• User doesn’t usually see this
• Sits in some code on your page
• Seen in search results
#property@SEODave
@RedRocketMedia
TITLES & DESCRIPTIONS
Title Tags
Meta Description
• 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 unique
• 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
TITLES & DESCRIPTIONS
If you’re 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 you’re a young lady who needs a dress a little bigger than what you
can usually find, we’ve 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
KEYWORDS
Duplicating content is bad
practice for SEO =
Internally duplicated
on multiple pages
Google’s notice that there’s duplication
#property@SEODave
@RedRocketMedia
CONTENT DUPLICATION
Make sure everything is unique
=
Avoid ‘boiler plating’ copy
Tailor the copy on each page
to the targeted reader#property
@SEODave@RedRocketMedia
CONTENT DUPLICATION
Whenever you delete ... Re-direct
#property@SEODave
@RedRocketMedia
REMOVING PAGES & RE-DIRECTING
Really important to both optimising for search
engines and providing a good user experience.
Here’s a good example of how your error page
shouldn’t look …
“Page not found” = page users see when the page
they’re trying to find doesn’t exist
#property@SEODave
@RedRocketMedia
PAGE NOT FOUND
Page not found
What you need for a great error page:
• Branded page – same template as your website
• Title tag – “Page Not Found – Error 404”
• Content – Why and How
• Link to the home page, sitemap
• Search functionality
• Make it interesting or
entertaining
#property@SEODave
@RedRocketMedia
PAGE NOT FOUND
Alternate text or “ALT” text
Optimised for size(Less than 100kb)
Filename
Title
Tag
Resolution
#property@SEODave
@RedRocketMedia
IMAGES WITHIN ARTICLES
The ‘local pack’
A ‘local’ search which includes a location returns local results
Google also knows where you are
#property@SEODave
@RedRocketMedia
LOCAL SEARCH PRESENCE
If you’re not
already – get your
brand on Google+
Create a local
business listing
Include locations in
your page titles and
page content
Business directories
and government directories local to you
#property@SEODave
@RedRocketMedia
LOCAL SEARCH PRESENCE
Hugely important aspect of site maintenance and
consistent SEO
#property@SEODave
@RedRocketMedia
INTER-OFFICE TRAINING
Many, many more things you
can do
Keep content up to date
Don’t remove pages without
redirecting
Don’t go overboard with
keywords
#property@SEODave
@RedRocketMedia
TO FINISH OFF
Social Media…
More than just a listing of properties
#property
@SimonJenkins09
@RedRocketMedia
It’s only natural…
#property@SimonJenkins09
@RedRocketMedia
It’s totally natural for a brand to link to their own products across Social Media.
Don’t believe blogs that tell you to NEVERpost self-promotional content.
One size fits all…
#property@SimonJenkins09
@RedRocketMedia
The key is to get the right balance of ‘self-promotional content versus non-self-promotional content.
The ‘one theory fits all’ in Social Media shouldn’t exist.
This is particularly relevant when talking about Estate Agents.
The boring bit…
#property@SimonJenkins09
@RedRocketMedia
Vs.
Low involvement High involvement
The boring bit…
#property@SimonJenkins09
@RedRocketMedia
“Buy these Bananas – they’re good” “The benefits of the juicer include”
Notch on the bed post…
#property@SimonJenkins09
@RedRocketMedia
Two years ago it was fine to say to a client, “we got you 25 new followers on Twitter…”
However, the industry has moved on…
So what do we do…?
#property@SimonJenkins09
@RedRocketMedia
It’s unrealistic to think we can track a Social conversion that has purchased a house directly…
Listing of properties…
#property@SimonJenkins09
@RedRocketMedia
Think about the consumer journey… What do consumers consider when buying a house
Local Schools
Travel links
Local business
Things to do
Pubs
Restaurants
Local authorities
It’s a bull ring…
#property@SimonJenkins09
@RedRocketMedia
It’s a fiercely competitive market. Brand awareness can by the key differentiator
HOUSEHOUSEHOUSEHOUSEHOUSEHOUSEHOUSEHOUSEHOUSEHOUSEHOUSE
Listing house after house will not get you noticed
HOUSEHOUSEHOUSEHOUSEHOUSEHOUSEHOUSEHOUSEHOUSEHOUSEHOUSE
It may surprise you…
#property@SimonJenkins09
@RedRocketMedia
One of my Estate Agent clients hasn’t linked (publically)
to one of their properties in 8 months
Instead… it’s simple!
#property@SimonJenkins09
@RedRocketMedia
We follow local businesses: from start-up’s to shops;from barbers to baby-care centres
We engage with these people about the local area… i.e. what’s going on? Future developments etc.
They converse with us, often piggy-backing our sentiment and increase our reach to a targeted / relevant audience
What did we do…
#property@SimonJenkins09
@RedRocketMedia
The main objective of this campaign was to raisethe brand awareness of the agency
We did this by creating a list of potential local Influencers that we could engage with…
…alongside them boosting the reach of our content:News > Blogs > Infographics
The results are in…
#property@SimonJenkins09
@RedRocketMedia
Achieved a reach of 477k across Social
Achieved a 515% increase in Social referrals to their website
Increased returning visitors to the site by 47%
Without listing one single property
Increased the average time spent on site by 2mins 42secs
So what about…
#property@SimonJenkins09
@RedRocketMedia
Social platforms have become native playgrounds
You can’t trick people by occasionally dropping in sneaky link to a property
You need to build trust before offering them the product
People are increasingly using Social Media as a research tool
CREATING CONTENT THAT ATTRACTS
BUYERS AND SELLERS
#property
@DavidJHowells
@RedRocketMedia
ME
#property@DavidJHowells
@RedRocketMedia
#property@DavidJHowells
@RedRocketMedia
CONTENT MARKETING 101
Picture credit: Shutterstock
#property@DavidJHowells
@RedRocketMedia
TWO ASPECTS
Identify a need
Research ShortlistSeek word of mouth
references
Find reviews online
Speak to a sales
personBuy
#property@DavidJHowells
@RedRocketMedia
MODERN BUYING CYCLE
Writing for search engines
Creating keyword-rich content
Cramming in external links
#property@DavidJHowells
@RedRocketMedia
Offer fresh perspectives
Regularly updated
Keep search engines happy
React fast to breaking developments
Infinite
#property@DavidJHowells
@RedRocketMedia
SHORT FORM - NEWS
•Blogs
•Articles
•White papers
•Email content
> 300 words
Picture credit: mdhia.tripod.com
WHAT IS LONG-FORM CONTENT?
#property@DavidJHowells
@RedRocketMedia
Picture credit: mdhia.tripod.com
SproutSocial
#property@DavidJHowells
@RedRocketMedia
GOOGLE PRIORITISING LONG-FORM
Yield
Void period
Conveyancing
LTV
Completion
Stamp duty
Negative equity
Break clauses
Rack rent
Sold STC
Picture credit: businessinsider.com
#property@DavidJHowells
@RedRocketMedia
Browsing
Shortlisting
Buying
What is...?
How does...?
How to...?
Benefits of...?
How much...?
Help with...?
#property@DavidJHowells
@RedRocketMedia
HUMMINGBIRD FUNNEL
BROWSERS
• What are the benefits of renting?
• How do I let my house?
• How much does buying a house really cost?
• Is ‘location, location, location’ really the best maxim?
• How much rent can I afford?
• What is it like living in...?
SHORTLISTERS
• How to find the right estate agent
• What are the benefits of using a letting agent?
• How much rent should I charge?
• What is an EPC?
• What should you look for on a property viewing?
BUYERS
• What do I need to do to my property before letting it?
• What happens with problem tenants?
• What should a tenancy agreement cover?
• What paperwork does a landlord need?
#property@DavidJHowells
@RedRocketMedia
FOR EXAMPLE
• Google Analytics – although more difficult
because of ‘not provided’ data
• FAQs
• Ask staff (they can contribute as well)
• Ask customers
• Update old content
#property@DavidJHowells
@RedRocketMedia
HOW TO CREATE YOUR OWN TOPIC IDEAS
• “People buy people”
• Look for key differences
• Target your audience
Picture credit: wikimedia.org
#property@DavidJHowells
@RedRocketMedia
BUILD A BRAND
1. Create a blog, FAQ or guide section on your websites
2. Promote this to new users and drive visits
3. Write a list of potential topic ideas
4. Create an editorial calendar
5. Re-purpose content
6. Remove or update outdated content
#property@DavidJHowells
@RedRocketMedia
WHAT ARE YOU WAITING FOR?
THANKS FOR LISTENING!
#property
@DavidJHowells
@RedRocketMedia
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