Digital Marketing Plan for Real Estate Business

1. 1. Digital Marketing Plan REAL ESTATE BUSINESS By – Gaurav Tripathi (Digital Marketing
Consultant) Visit – www.gouravtripathi.com
2. 2. What is Digital Marketing Digital marketing is an umbrella term for the targeted,
measurable, and interactive marketing of products or services using digital technologies to
reach and convert leads into customers and retain them. The Objective of Digital Marketing
is to create brand awareness, increase traffic and sales to the website by different marketing
channels such as SEO, Social Media, Email Marketing, Paid Advertisement, Press Releases
and Blogging etc.  Reaching the right audience  To engage with your audience  To
motivate your audience to take action  Efficient spending on your campaign  Return on
investment (ROI)
3. 3. Digital Marketing Overview Brand building, website traffic and lead generation through
these marketing cannels.  Search Engine Optimization  Paid Advertisements (PPC) 
Social Media Marketing  Online Reputation Management  Blogging and Content
Marketing  Email Marketing  Digital Marketing Measurement
4. 4. Search Engine Optimization Search engine optimization (SEO) is the process of
generating organic traffic from major search engines like google, yahoo and bing. It’s a very
effective process to increase ranking of any website on google top #1 position. SEO Basics:
 Website SEO Audit  Keyword Research  Competitor Research  On Page and Off Page
Optimization  Link building  Keyword Position
5. 5. Search Engine Optimization Strategy  Competitor Research and Keyword Analysis 
SEO On page optimization  Off page optimization (Link directory, business listing etc.) 
Google, Bing Webmaster and Analytic Tool Integration  XML Sitemap Integration and
Search Engine Indexing  Robot.txt File Setup  Website crawling and Error Resolution 
Broken Link and 404 Resolutions  Page title and keyword setup  Images optimization
6. 6. On Page Optimization  Meta Optimisation: Search engines need to see relevant Meta
data such as Meta descriptions, page titles and keywords. We will review the descriptions
and title every time and refresh it.  Robots.txt creation and XML Sitemap generation: We
will create the Sitemap and Robots.txt file and upload it to root and update along the
campaign..  SEO Friendly URL Optimization and Redirection : We will optimize all web
pages URL’s for SEO perspective. A redirect is a way to send both users and search
engines to a different URL from the one they originally requested.  Optimizations of Internal
Links: Here we will be creating the relevant internal links on your website that enhance SEO.
We will analyse this every month and update if necessary.  Press Release Distribution:
Smart Press release distribution is necessary although it is not absolutely vital SEO.
Whenever we have new products or promotions it would be ideal to submit the news into the
relevant places that handle press release over the internet.
7. 7. On Page Optimization Image + Content Optimisation + H- tag implementation We will
optimise all of your content while keeping a track of keyword density and prominence. We
shall implement coding of the relevant H-tags on each page. All images will have the right
alt-tags on them. All works shall be reviewed at the end of each month and the necessary
changes will be made if needed. Google Webmaster Setup and Error Resolutions Google
webmaster - We will be working continuously on Google webmaster to resolve errors and
comply to Google standards. Google Analytic Tool Integration to Measure and Monitor
website performance Bing Search Engine Optimization We will Optimize site for Bing search,
submit sitemap and index pages on bing, yahoo and msn search engines.
8. 8. SEO Off Page Optimization Directory + Local Business Listing Submissions There are a
number of good quality web directories where we can get links. Nowadays Off page SEO is
not about spamming and making countless links at one time. Parts of SEO back linking is
now more about well timed and planned submissions in relevant directories and local listings.
We shall plan this campaign in a way where we can organically acquire the right links that
 make a positive difference in your search rankings. Social Bookmarking and B2B Classified
Ads Social bookmarking and B2B Classified Ads can have negative effects if not used
correctly and if used too much. We will use the relevant pages to bookmark and advertise
website in the proper manner. Google+ Integration (local business) It is evident that the more
prominent you are on Google+ the better it is for your search rankings! We will link your most
relevant web pages to your Google + page.
9. 9. Paid Advertisement To generate more sales, clicks and leads to your website the pay-per-
click advertising is one of the best ways of using search engines paid advertising. Pay-per-
click is a faster way of enables audience to click on their online advertisements, thus will
drive more leads and traffic to their websites. Sources to Generate Leads and Traffic  PPC
Google AdWords Search Ads (Google and Bing)  Display Marketing and Remarketing 
Affiliate Advertising  Gmail Ad Campaigns  Facebook Ads
10. 10. PPC Search Ads We will keep your website position for selected keywords under top #3
ranks. This will attract more customers and enquires . PPC Campaign Research (Google +
Bing) We will do keyword research and will select the best keywords for your campaign to
target right peoples. Creating the perfect landing pages In order for us to get the best quality
score to ensure a good CTC (cost per click) we need to creating the best landing page
environment for users and google. This includes, having catchy relevant ad titles, having
appropriate call to actions buttons, having the right images and infographics Contact Form
Setup It’s a best part to capture online leads & Enquiries
11. 11. Display Remarketing (Banner Ads) Display marketing is great way to reach out to your
target audience by creating attractive banners. Retargeting is a key method for increasing
conversions. We will be using the adword for your retargeting campaign. We will manage the
campaign and this will include banner creations and updates that are used for displaying on
the partnered websites. Campaign Setup and Targeting  Establish marketing budget and
campaign objectives  Develop comprehensive list of applicable keywords  Target your
right audience  Placement and keyword targeting  Create display banners  Targeting by
topics  Remarket ads to those who have visited website but didn’t take action
12. 12. Gmail Sponsored Promotions GSP is a unique ad type that shows up only in personal
Gmail boxes (it does not show in Google business apps email boxes) in the promotions tab.
13. 13. Social Media Marketing Social Media Audit Social Media Monitoring Social Media
Management Social Online Reputation Management Social Media Marketing
14. 14. Social Media Advantages  Better targeting  High return on investment (ROI)  Does not
require specialization or vast technical skills  Increased visibility  Targeted traffic  Content
promotion  Helps with PR  Fun way to do business  Ability to go viral  Expedites online
brand development  Cost effective (only time and effort)  Market research (what are your
customers talking about?)  Create relationships with your customers  Campaigns has the
ability to drive huge amounts of traffic  Supports traditional and other digital marketing
campaigns
15. 15. Social Media Audit Research your social media presence Analyzing your social media
opportunity and threats Recommending the ideal social media strategy Execution plan
16. 16. Social Media Monitoring  Social media measurement  Monitor traffic  Fans and
followers  Analyzing conversation  Insight & recommendation report
17. 17. Social Media Management  Promotion and response management  Analyzing
opportunities for social media outreach  Increase followers and fans on social pages 
Customer Engagement  Create social media content & promotion strategy  Post
Variations  80/20 Rule :  Facebook Paid Campaigns to Generate Leads Managing all
social media accounts such as Facebook, twitter, google+ to increase brand visibility and
Traffic to the website.
18. 18. Affiliate Advertising Affiliate marketing is internet advertising that allows any online
business to affiliate themselves with web site owners (known as affiliates or publishers) using
affiliate programs. Affiliates make money by generating sales, leads and traffic for the
 Merchants business. Merchants who sell goods and services online or seek other affiliate
business activity typically use one of the affiliate program commission payment models
below:  Cost Per Sale (CPA) A visitor referred by the Affiliate purchases goods and
services from the Merchant. This payment structure is referred to as - cost per sale or cost
per acquisition (CPA).  Cost Per Lead (CPL) A visitor referred by the Affiliate completes a
form on the Merchants web site. This payment structure is referred to as - cost per lead
(CPL).  Cost Per Click (CPC) A visitor to the Affiliates web site clicks on a Merchant's
banner and visits the Merchant's web site. This payment structure is referred to as - cost per
click (CPC).
19. 19. Blogging and Content Marketing Blogging is the best part of marketing to reach out to
more peoples through your content.  Create Blog articles  Social book marketing
submission  Guest posting  Promotion on social media sites  Blog commenting
20. 20. Measurement ROI (return on investment) = [(Payback - Investment)/Investment)]*100
We shall provide you with a weekly report of all the works carried out as well as a full
monthly report of the breakdown of all the work done. We will provide you complete website
report in terms of website traffic, pageviews, search ranking, and keyword position etc.
Analytics tools  Google analytics  Google webmasters tools  Basic google search 
Google adwords  Social media monitoring tools  Sentiment analysis tools
21. 21. Thank You Want Consultation for Your Business Contact Mr. Gaurav Tripathi Email
gauravt73@gmail.com Visit www.gouravtripathi.com