6 Steps for Internet & eMarketing Success
A succesful eMarketing strategy must have:
- Compelling reason(s) for prospect to contact you
- Benefits for prospect
- Specific offers, reports
- Calls to action
- Lead capture ability
- Measuring & Tracking capability
1. Maintain a great “Destination” Website
- Customer-Centric not Business-Centric – “Image style branding is out”
- People don’t want to be sold, they want to be helped and get information
- Internet = access, information, instant
- Web 2.0 = social networking, sharing of information, two-way communication
- A good domain name (Consider keyword terms vs. your name)
- Offer what the consumer wants
For Real Estate Agents – examples might be:- Easy & accessible Search for listings (IDX)
- Photos & virtual tours
- Reports, local market data
- Neighborhood, community, school information
- Foreclosure, short sale, loan modification information
- Buyer/Seller process & tips
- Relocation info, guides
- Testimonials
- Your niche, target markets, specialties
2. Effective Lead Generation & Lead Capture
- Calls to Action (CTA) that lead to capturing prospect info
- Real estate agent/team examples of CTAs:
- IDX search – allow access to a point and then a sign-up form
- Property Watch – email alerts – allows the consumer to receive the listing information they want when it becomes available
- Free, compelling reports – consumer completes a contact form to receive the report or offer
- Home Market Valuation
3. Offline Marketing Plan
- Energize Your Database – Import or add your sphere of influence (SOI), past client database into a CRM solution(Outlook, Constant Contact, aWeber) and send them a welcome email or letter with a strong Call to Action for your business, service or product
- Add contacts daily – set a goal to add a minimum of 5 new people to your database every week.
- Change Your Voice Mail message to include a CTA to visit your blog at www.yourblog.com
- Add compelling call to action on everything:
- Business cards
- Letterhead
- Marketing Flyers
- Email signature
- Postcards
- Print advertising
4. Online Marketing Plan
-
- Build your FREE Profile on (recommended for real estate professionals):
- Build your FREE Profile on (recommended for real estate professionals):
-Realtor.com
-Trulia.com
-Zillow.com
-ActiveRain.com
-LinkedIn.com
-Facebook.com
And if you are into it…
-MySpace.com
-YouTube.com – for video tours and consumer videos
-Twitter.com – micro-blogging
- Paid Advertising on other websites
-Realtor.com
-Trulia Pro
-Zillow
-Local online magazine & newspapers
-Your niche market
-Strategic Linking
- Comment on blogs (you can add a link back to your website)
5. Optimizing your website and pages for search engines
- Title tags
- Keywords & Description
- Keyword research Tools
- Write quality content that matches your selected keywords
- Submit Your site to directories and search engines
- Consider adding a blog to maximize SEO
- Pay Per Click – Paid Advertising
- Google Ad Words
6. Converting the Lead (From Click to Close)
- Connect
- Immediate response (less than 20 mins) increases your chances of converting that lead – text and email alerts for leads
- Initial email welcome letter
- Cultivate
- Automated, drip email campaigns
- CTAs in the email (Search properties now!
- Phone calls = qualify, build rapport
- Close
- Use the visitor search profile information
- Refine searches – use property watch
- Close for appointments
- Build Referrals
- Client for life email campaigns – Ask for referral Call to action
- eNewsletters
- Holiday letters
- Market condition reports
Remember, it’s a process! Set aside time each week to improve your overall website and emarketing solution for your business. Find the balance bewteen working IN your business and ON Your Business!!
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