Digital marketing road map for a real estate company in india
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Digital marketing road map for a real estate company in india
- 1. Digital Marketing Road Map Real Estate Company in - India Jishnu Brahma March,2018
- 2. Lead Generation: -No. of Leads -Quality of Leads (Site Visit) -Cost Per Lead
- 3. Probable Digital Sources : 1. Adwords/ Bing PPC 2. Facebook 3. Email Marketing 4. SMS 5. Magic/99/Housing 6. 24x7 Chat Service 7. ABP/Times etc 8. Organic Leads (SEO)
- 4. Quality of Leads Measure the Quality of the Lead Source - No. of SITEVISITs Strategy Depending upon lead source, we will decide the strategy. Example : For facebook, in case of lead generation campaigns we should follow conversion optimization technique. Application A/B Test Strategies going to take time to be implemented properly. Example : to apply CPA model in google adwords campaign, we have to generate a minimum no of conversions first. Test,what is working what is not. Measure Measure the data.Implement & close the test case for the time being
- 5. Cost Per Leads : Pouring Money and more Money is not the solution, as there’s no guarantee,there is no simple mathematics. Rs.100 No.50 Rs.200 No.60
- 6. Best Practices 1.Landing Page Optimization 2.Website UI Ux 3.Ad Copywriting 4.Display Banner design 5.Implement Hotjar 6.24x7 Chat Support 7.CRM Integration 8.Test,Measure,Execute
- 7. How it works Target Basic targeting will include Search Network,Display Network(moneycontrol), Social Media. Remarketing Once acquired, re target the prospect/lead. Multi Channel Approach Researched have showed that, approaching leads & site visits on multiple platform can increase the change of Sale. 1 2 3
- 8. Adwords - Bing PPC Search Network Display Network
- 9. Google Adwords Plan of Action In house keyword research Brand Ads (India,UAE,UK,USA,Canada) Explain Market & target audience Set up Events on website Run rest of the ad campaigns Measure no of leads Cost/lead Quality of leads Send Site visit data to adwords and analytics Optimize
- 10. Google Display Ad Example
- 12. Facebook Plan of Action Create Interest Based Audience Create Creatives for 30 Days Run Lead Generation,Conversion,Brand,Video Ads Create Custom Audience Create Lookalike audience Onboarding of Facebook marketing agency Explain Market & target audience Set up Events on website Set Offline events (Send data to mailchimp via Zapier) Measure no of leads Cost/lead Quality of leads Optimize
- 13. Ad Fatigue (Example) After Running for certain period of time the ad copies & creatives losses their weight Campaign Starts Frequency Below 3 Frequency>4 Pause - Introduce New Creative Start Reusing Old Creative Day 1 Day 7 Day 15 Day 21 Day 30
- 15. Email Marketing Plan of Action Please COP1 & COP2 New Domain for sending out emails (Use personal card) Choose ESP (Mailchimp,Benchmark,Madmimi) Set SPF,DKIM,CNAME Create Layout of Emails Create Audience (Location wise,Budget wise etc) Check total email size Send out regular campaigns (Retarget email list on facebook,send data via Zapier) MXToolBox,Senderscore,Melonmedia Design Html Template Set up new domain when open rate is below 3%
- 16. Lead Magnet Setup Plan of Action Up to date landing page design Minimize loading time (Server Boxintense) Lead form Above the fold Test and optimize with Unbounce Videos,site plan,floor plan,testimonials,distance - other best practices (Share Evernote) Set up custom dimension on submit button (Send email & sms automatically to the lead) Send CID,CAMPAIGN,ADSET,AD,SOURCE,MEDIUM data to analytics Send Email id,Name,Phone No. as event level to analytics Send all these detail to sales email and also forward it to a relay email address Parse the emails from the relay address and distribute (To make it automatic use zapier parse tool with one drive for business)
- 18. Livserv and Manychat Implementation: 1. Research has showed we can get 30-40% more leads if 24x7 human chat option is present on the website. 2. Also for landing pages we should implement maychat (Chat Bot) [Priority 2] 3. Chat service should have measurement protocol implemented so that we can collect all data in google analytics.
- 19. SEO: ● Keyword research ● Onpage Optimization ● Google Map listing ● Google My Business ● Off page optimization ● Moz reports (Crawl report, Opensite explorer) ● Content Marketing
- 20. Website Design : 1. Mobile First Design 2. Different desktop site design 3. Zumbo Menu for Desktop Site 4. Road blocker option 5. CMS for blog-article part 6. Easy uploads and altaration option 7. Online Payment option 8.
- 21. Digital Marketing Injection in CRM 1. Create New custom dimension for site visit,Task,Status,lead status & Project 2. Send Campaign,Adset,Ad,Source,Medium for every lead to analytics. CID will be the key. (Website Enquiry) 3. Create New custom dimension for FID, Send Campaign,Adset,Ad,Source,Medium for every lead to analytics. (FB Lead Form) 4. Every Lead,Site visit must have Campaign,Adset,Ad,Source,Medium on CRM.
- 22. Closed loop marketing Plan of Action Facebook Site visit (Offline Conversion) Adwords Other Leads Update on google sheet,update on crm CRM to Adwords & Analytics via Measuremen t Protocol Google sheet to fb offline events
- 23. In House Team CRM Team Graphic Design Team LeadGeneration Team Digital Marketing
- 24. Lead Generation Tools Google Review Article-Blog Adwords Bing PPC FB Lead Form FB Brand Ads Content Marketing- Taboola, Outbrain Quora Email Marketing Whatsapp Business SEO Local Business Listing LinkedinTwitter Facebook Conversion ads Why Mani? Landing Page Design Livserv Customer Testimonial