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6. Marketing Tools: Electronic and
Multimedia
Podcasts and Vodcasts Recorded audio or video file Distributed via Internet in
MP3 file format Listeners can subscribe,
download to player or computer
Really Simple Syndication (RSS) notifies subscribers of new posts Pages 77-78
Photography> Buyers expect to see
photos> Remind buyers> New home album> Change-of-address
cards
> Store, edit, share at Flickr YouTube Photobucket
> Link to your sites
Page 79
Video Sells services with
sight, sound, and emotion
Carry a compact video camera with you so you’re always prepared to capture a marketing video
Page 79
Smart Phones
Business on the go Check e-mail Make calls Schedule appointments Browse the Internet
Your customers and clients use smart phones
“There’s an app for that!”Page 80
Web Presenceo Overall look and functionality of
site, pages, links, features, contento Brand imageo Usabilityo Search engine optimization
Intuitive User Friendly Updated Valid Links
Page 81
Web Sites: Best Practices
Lots of photos
Searchable listings
Updated links
Readable typeface
Customer-centric
content
Valuable
information
Simplicity
Organization
Consistent look
Short, snappy copyPage 82
Web Sites: Best Practices Memorable domain
name
Intuitive for viewer
3 clicks or less
MLS tools
Refresh content and links
No pushing
Keep it simple
Provide choices for making contact
Promote your site Everywhere
Ask trusted sources for feedback
Page 83
Asking for Input
Page 83
Tracking Web Traffic
Web analytic tools Number of visits Number of pages viewed per visit Average time spent on site Sources of traffic Percentage of conversions
Page 84
Search Engine Optimization> Design & redesign sites for
search engine priority> Your site should come up at
top of Web searches> Optimizers analyze:
Design & navigation Key word searches Content Back links
Page 85
Exercise: Key Words> Top 20 words you would like to “own”> If someone searched using these terms,
your Web site will appear at the top
Page 86
Pay Per Click Traffic auction
Bid on words, phrases, terms, contexts
Can vary bid for different rankings
Google AdWords
Yahoo! Search Marketing
Microsoft adCenter
Page 86
Aggregator Sites> Consumers can view many listings from a
variety of sources> Brokers receive leads (unqualified)> Expands marketing reach> REALTOR.COM is the largest > Web tools –create one classified ad, post on
multiple sites
Pages 86-87
