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

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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.