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Digital Marketing Plane For Real Estate
‘ A BRAND IS Nothing But An
Expression Of The Consumer's
LOYALTY And TRUST ‘
OBJECTIVE• Product promotion is one of the necessities for getting
your BRAND in front of the public and attracting new customers.
• Brand Positioning• Increase visibility• Build Brand Value• Improve revenue• To Compete in Market• To Educate People• To Spread Awareness
DIGITAL MEDIA PLAN
DIGITAL MEDIA PLAN
• Digital Communication : Creative's & Videos• Website Options : Branding• Digital Media Plan : Digital & Social• Digital Strategy : Launch Plan & Sustainer
DIGITAL COMMUNICATION : CREATIVES & VIDEOS
SAMPLE CREATIVES
WEBSITE OPTIONS : BRANDING
OPTION 1
OPTION 2
OPTION 3
DIGITAL MEDIA PLAN : DIGITAL & SOCIAL
CURRENT BRAND PRESENCE
Current WebsiteSocial Presence
SEO Reports
BRAND PRESENCE & POSITIONINGPlatform Presence
Organic Yes / But Low
Adwords No
Facebook Yes /But Low
Twitter No
Insta No
Pinterest No
G+ Yes/ Low
Youtube No
LinkedIn Yes / But only Account
Just Dial No
Business Listing No
yellowpages No
COMPETITORS ANALYSIS
COMPITATERS
5 Top Compotators Analysis Websites
Social PresenceSEO Reports
COMPETITOR’S BRAND PRESENCE
Competitors Name Facebook Twitter Linkedin Instagram Pinterest G+ YouTube Adwords Business
Listing
Yes Yes No Yes Yes Yes No Yes Yes
Yes Yes Yes Yes Yes Yes Yes Yes Yes
Yes Yes Yes No No Yes Yes Yes Yes
DIGITAL MEDIA PLAN
DIGITAL MEDIA PLAN• Brand Launch – Branding & Viral Marketing (Videos) YouTube Promotion, WhatsApp Promotion, Social Promotion,
Website & Email Promotion • Google Display Ads Marketing – Brand Awareness Showcase Ads on Popular Websites & Generate Leads on Our
Website – Sell Products, Form Filling, Subscribers for Product Update List, Discounts & Offers
• Search Network Ads & Shopping Ads – Most Searched Targeted Keywords
Get Ads Lead on Top For Keywords
• Social Media Ads Marketing – Metro Cities Popular Social Platform (Awareness, Engagement & Leads)
Facebook, Twitter, Google+, Instagram, YouTube
• Remarketing - Integration With Google Display Ads, Social Media Ads & Email Marketing
Showcasing Ads of the Viewed, Visited Products, Information on the website To Hammering the product Image in Visitors mind
• Affiliate Marketing – Integration With Bloggers, Influencers, Trending Websites
To Promote Our Products, Feathers & Information.
• Search Engine Optimization – Organic Ranking For Website To Get Rank On Search Engine Result Page for targeted keywords &
Increase Website Performance
DIGITAL MARKETING PLAN
DIGITAL MARKETING PLAN
• Branding & Viral Marketing (Videos)• Social Media Marketing • Search Engine Marketing • Search Engine Optimization• Email Marketing
BRANDING & VIRAL MARKETING (Videos)
• YouTube Promotion • Social Promotion• Website & Email Promotion
YOUTUBE PROMOTION
SOCIAL PROMOTION
EMAIL MARKETING
SOCIAL MEDIA MARKETING
SOCIAL MEDIA MARKETING
• Facebook• Twitter• LinkedIn• Instagram• YouTube• Pinterest• Google +
SOCIAL MEDIA MONITORING
• Identifying conversation variations.• Segregating conversation variations.• Analyzing conversation.• Insight & Improvement report.
SOCIAL MEDIA MANAGEMENT
• Strategic presence creation on social media.• Presence promotion, Engagement & Response
management.• Analyzing opportunities for social media
outreach.
ONLINE REPUTATION MANAGEMENT
• Researching and analyzing Real Time online reputation.
• Defining a reputation score.• Improve reputation score.• Execution of ORM.
SOCIAL MEDIA CAMPAIGN
• Increase conversions on your website• Send people to your website• Promote your Page• Reach people near your business• Get video views• Get people to claim your offer• Collect leads for your business• Deliverables (ROI) via campaign execution.
FACEBOOK• Content development• Integration page with other social media channels• Post updates with links to the desired landing page• Joining groups and pages• Adding members• Starting discussions• Sharing links• Creating Facebook “like” button and badge, to place it in the website and blogs• Run contests, promotional campaigns, polls• Video sharing via YouTube tabs ( for viral campaigns)• Photo sharing via page flicker apps/ similar apps• Document sharing ( pdf, ppt, whitepapers, brochures, notes..)• Customized contact form/ registration form• Promote blogs/feed• Adding custom tabs• Tagging use of various external interactive Apps
FACEBOOK SAMPLE ADs
LINKEDIN• Integrating profile with other media channels• Adding connections• Joining Groups• Targeting and networking with the influencers• Starting Discussions in groups• Active participations in relevant Q&A’s• Publish Press release• Creating polls• Launching and promoting events• Submitting feeds• Sharing presentation• Integrating blogs to the profile• Performing Like & Share activity
LINKEDIN SAMPLE ADs
• Creating twitter handle• Posting tweets with site link (content from the site)• Following key influencers• Using hashtags for keywords• Retweeting influential tweets• Tweeting based on trends• Post natural updates frequently• Mentioning Influential content/handles/personalities• Creating a twitter badge and placing it on the site and blogs• Increasing followers base constantly• Networking and engaging with the followers
TWITTER SAMPLE ADs
GOOGLE+• Content Development• Buzz Creation• Integrating page with other social media channels• Post updates with links to the desired landing page• Joining pages• Adding influencers to our circles• Starting discussion• Sharing links• Sharing Videos• Sharing Pictures• Sharing Documents ( pdf, ppt, whitepaper, brochures, notes…)• Tagging
PINTEREST• Creating boards• Content Development• Buzz creation• Integration profile with other social media• channels/blogs• Add pins• Influence repines• Photo sharing with links• Sync info graphics• Follow influencers• Follow relevant boards• Install Pint It button• Me + Contributors• sharing pins on other networks• Crowd source• Pinterest Contests
PINTEREST SAMPLE ADs
SOCIAL BOOKMARKING AND DOCUMENT SHARING
• Social Bookmarking – Bookmarking Links from the site– Adding keywords– Using top SBM sites for quality backlinks: mixx, jumptages,
Digg, Reddit, StumbleUpon, delicious.
• Document sharing– Sharing presentation through slide share, scribd and
docstoc & prezi.– Publishing white papers and Article in scribd and docstoc
SOCIAL MEDIA MARKETING
6 Month Social Media marketing timeline – 1st & 2nd Month
Brand presence
Promote profiles
Implement brand image
Announce presence
6 Month Social Media marketing timeline – 3rd & 4th Month
Brand/customer Engagement
Increase followers base
Monitor brand, industry, niche
Reply to customers and prospects
6 Month Social Media marketing timeline – 4th & 6th Month
ROI focus
Special offers for fans, members, followers…
Converts fans, members, followers to email subscribers
Revenue based campaigns
Lead generation
SEARCH ENGINE MARKETING
SEARCH ENGINE MARKETING
• Google Paid AdsSearch NetworkDisplay NetworkVIDEO Advertising• Bing Paid Ads
GOOGLE PAID ADs
• Showcasing the ads of Projects in best manner to create excitement among the people to Buy the Property.
• Advertisements will be displayed on the sites where users are already looking for a Properties that we sell.
• When people click on the advertisement, they’ll be directed to the website for more information about the property.
BENIFITS OF GOOGLE ADVERTISEMENT
3. Measurable
2. Cost Effective
1. Maximum Relevance
5. Highly Targeted
4. Remarketing
SEARCH NETWORK (SAMPLE)
DISPLAY NETWORK (SAMPLE)
VIDEO ADs (SAMPLE)
BING PAID ADs (SAMPLE)
BING PAID ADs (SAMPLE)
SEARCH ENGINE OPTIMIZATION
SEARCH ENGINE OPTIMIZATION
• Website SEO Audit• Keywords – Examples• SERP (Search Engine Result Page)• Competitor Research• Reference Links - Link building
WEBSITE SEO AUDIT
website Report
KEYWORDS SAMPLE• residential projects in pune• pune residential projects• new residential projects in pune• ongoing residential projects in pune• best residential projects in pune• residential projects in india• residential projects in undri pune• premium residential projects in pune• luxury apartments in pune• luxury flats in pune• luxury homes in wagholi ,pune• 3 bhk luxury apartments in pune• 3 bhk luxurious flats pune
SEARCH ENGINE RESULT PAGE (SERP)
Keywords Ads Sample
COMPETIOR RESEARCH The Competitive Analysis section of your business plan is
devoted to analyzing your competition--both your current competition and potential competitors who might enter your market.
REFRENCE LINKS - LINK BUILDING
• Link building refers to the process of getting external pages to link to a page on your website.
EMAIL MARKETING
EMAIL MARKETING
EMAIL MARKETING STRATEGY
• Business analysis• Communication Opportunities• Content building strategies• List building strategies• List Management• Email Marketing Infrastructure• Marketing Organization• Develop budgets• Implementation Support
BUSINESS ANALYSIS
• Understand Business, Products, Services• Customer profiling (Industries/segments, Decision
makers, influencers) • Organization structure • Sales & Marketing organization• Sales and Marketing processes• Current Marketing initiatives – Conventional and
Internet Marketing
COMMUNICATION OPPORTUNITIES
• Derived from the Business Analysis• Some Typical opportunities • New product launches • Special promotions, Events • Periodic Newsletters (with pre-decided content
categories) • Purchase triggered emails • Warranty renewal triggered emails • Support triggered emails
CONTENT BUILDING STRATEGIES
• Depending on communication opportunities, develop generic content for each type of opportunity
• Assign content generation to people in the organization
• Set up a mechanism for people to contribute content on an ongoing basis
• Build processes to ensure a smooth functioning of Email Marketing
DIGITAL MARKETING STRATEGY
DIGITAL MARKETING STRATEGY
• Targeted Location• Strategy Phase
Teaser Launch
Sustainer
TARGATED LOCATION
City – State - Country
STRATEGY PHASE
Teaser Launch
Sustainer
PHASE : TEASER
• Teaser : 15 Days• Campaign Days : Thursday, Friday, Saturday,
Sunday • Viral Marketing (Videos)• Building Brand Awareness• Marketing Campaign Hike • Introduction e-Mail Campaign• Media Outreach
PHASE : LAUNCH
• Launch : 3 Month• Campaign Days : Thursday, Friday, Saturday,
Sunday• Website Promotion• Social Promotions• Google Campaign Hike• E-mail Campaign
PHASE : SUSTAINER
• Sustainer : Hike & Low Mode• Campaign Days : Thursday, Friday, Saturday,
Sunday• Affiliate Campaign• All Google Ads Campaign• All Social Media Campaign• E-mail Marketing• Remarketing Promotions
THANK YOU...!