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Table Of Contents

Planning Your Web Site
Common Objectives
Selling Your Properties or Services Online
Providing Customer Service and Support
Providing Location, Property, or Corporate Information
Other Primary Objectives
Other Objectives to Consider Up Front
Designing Your Site to Be Search Engine Friendly
Including Repeat Traffic Generators on Your Site
Getting Visitors to Recommend Your Site
Using Permission Marketing
Including “Stickiness” Elements
Including Interactive Elements
A Final Word on Objectives
Target Markets
Real Estate-Related Products and Services
The Fundamentals
Using Competitor Sites to Your Advantage
Storyboarding Your Web Site
Detailed Web Site Planning
Content Notes
Text Notes
Color Notes
Navigation Notes
Graphics Notes
Visual Notes
Other Notes
Internet Resources for Chapter 1
Designing Your Site to Be Search Engine Friendly
Methodology to Make Your Site Search Engine Friendly
Understanding Search Engines
Decide Which Search Engines Are Important
Learn the Search Engine Ranking Criteria
Keywords Are Critical
Brainstorming, Surveying, and Reviewing Promotional Material
Review Competing and Industry-Leading Web Sites
Assess Your Web Site Traffic Logs
Keyword Suggestion and Evaluation Tools
Fine-Tuning Your Keyword Phrases
Assign Specific Keywords to Specific Pages
Populate Each Page with the Assigned Keyword Phrase
Title Tags Use Descriptive Page Titles
Keywords Meta-Tag
Alt Tags
Hypertext Links
Domain Name and File Names
Body Text Header Tags and Page Copy
Headings <H1>Header Tags</H1>
Page Copy
Spamming
Quality Guidelines Basic Principles
Quality Guidelines Specific Recommendations
Other Important Design Factors
Frames
Robots.txt, Meta-Robots Tag
Clean Code Is King
Navigation Techniques
Revisit Meta-Tag
Cascading Style Sheets (CSS)
Dynamic Pages and Special Characters
Splash Pages and the Use of Rich Media
Use of Tables
Custom Error Pages
Image Maps
Optimization for Search Localization
Monitoring Results
Internet Resources for Chapter 2
Web Site Elements That Keep ’Em Coming Back
Rationale for Encouraging Repeat Visits
Use a What’s New Page for Repeat Visits
Free Stuff Everyone Loves It
Everyone Wants the Best Price Coupons and Discounts
Open House Listings Keep Visitors Informed
Luring Customers with Contests and Competitions
Creating Useful Links from Your Site
Ensuring Your Site Gets Bookmarked
MP3s/Podcasts
Distribution through RSS Feeds and Autoresponders
Internet Resources for Chapter 3
Permission Marketing
Permission Marketing Explained
Uses of Permission Marketing
Personalization
Sell the Benefits
Cooperative Permission Marketing
Incentive-Based Permission Marketing
A Closing Comment on Permission Marketing
Internet Resources for Chapter 4
Spreading the Word with Viral Marketing
Capitalizing on Viral Marketing Opportunities
Word of Mouth
Pass-It-On Viral Marketing
E-Books
Fun Videos
Checklists
Podcasts, MP3s, or Audiozines
Articles
Internet Resources for Chapter 5
Great Content
• The “Wow” factor
The “Wow” Factor
E-Brochures and I-Brochures
Audio and Video
Podcasts
Interactive Maps
Interactive Elements
Internet Resources for Chapter 6
Landing Pages
• What is a landing page?
What Is a Landing Page?
Considerations for Landing Page Content
Testing Your Landing Page
Landing Page Content
Landing Page Layout and Presentation
Internet Resources for Chapter 7
Search Engine and Directory Submissions
Submission Process
A Closer Look at Search Engines and Directories
Submitting to the Search Engines
1. Free submission
Free Submissions
Paid Inclusion
Automated versus Manual Submission
Real Estate-Specific Search Engines
Is Your Page Already Indexed?
Submitting to the Directories
Preparing your Directory Submission
Pay Careful Attention to Titles and Descriptions
More Directory Submission Tips
Keep a Record of Your Submissions
Effective Use of Submission Tools and Services
Complete Your Site before You Submit
W3C HTML Validation Service
Get Multiple Listings
Some Final Pointers
Internet Resources for Chapter 8
Developing Your Pay-to-Play Strategy
Generating Targeted Traffic Using PPC Advertising
Exploring PPC Campaigns in Google and Yahoo!
How PPC Campaigns Work
Where Do Your Ads Appear?
Maximize Exposure with Contextual Advertising
Geo-Targeting Your Campaigns
Dayparting
Maximizing Your Exposure
Maximizing Your Budget
Internet Resources for Chapter 9
The E-mail Advantage
Making the Connection
E-mail Program Versus Mail List Software
Effective E-mail Messages
The Importance of Your E-mail Subject Line
E-mail “To” and “From” Headings Allow You to Personalize
Blind Carbon Copy (BCC)
Effective E-mail Message Formatting
A Call to Action
Appropriate E-mail Reply Tips
Always Use Your Signature Files
Discerning Use of Attachments
Expressing Yourself with Emoticons and Shorthand
E-mail Marketing Tips
Include a Brochure and Personal Note
Provide Customer Service
Gather a Library of Responses
Following Formalities with E-mail Netiquette
The Importance of Signature Files
Graphic Headers and HTML
Reply Promptly
Leverage with Viral Marketing
Internet Resources for Chapter 10
Utilizing Signature Files to Increase Web Site Traffic
Presenting Your e-Business Card
How to Develop Your Signature File
The Do’s and Don’ts of Signature Files
Sig Files to Bring Traffic to Your Web Site
Using Signature Files as an E-mail Template
Internet Resources for Chapter 11
Autoresponders
What Are Autoresponders?
Autoresponder
Why Use Autoresponders?
Types of Autoresponders
Autoresponder Features
Multiple Responses/Sequential Autoresponders
Size of Message
Tracking
HTML Messaging
Successful Marketing through Autoresponders
Internet Resources for Chapter 12
Consumer-Generated Media
What Is Consumer-Generated Media?
Why Consumer-Generated Media Is Important
The Effect of CGM on Corporate Reputation
CGM Opportunity or Threat?
Developing a Social Media Strategy
Where Do You Find Consumer-Generated Media?
How Do You Use Consumer-Generated Media?
Internet Resources for Chapter 13
Establishing Your Private Mailing List
Why Have Your Own Mailing List?
Permission-Based Marketing
The Issue of Privacy
Where We Need to Be
The Right Mail List Technology
Using Your E-mail Program
Using Mail List Software
Outsourcing Your Mail List
Building Your Database or Mail List
Promoting Your Private Mail List
Your Communication with Your Mail List
Stay under the Spam Radar
Recent Legislation
Measure, Measure, Measure
Why E-mail Is Not Dead
E-mail as the Killer App The Latest
The Good News RSS and E-mail Are Not Mutually Exclusive
Internet Resources for Chapter 14
Developing a Dynamite Link Strategy
Links Have an Impact
Links Have Staying Power
A Quick Talk about Outbound Links
Google Webmaster Guidelines on Link Schemes
Strategies for Finding Appropriate Link Sites
Explore These URLs
Tools to Identify Your Competitors’ Links
AltaVista
Excite and Other Search Engines
Google
HotBot
Link Popularity
Other Potential Link Strategies
Winning Approval for Potential Links
Link to Us
Reciprocal Linking with Partners
Making Your Link the Place to Click
To Add or Not to Add with Free-for-All Links
Add Value with Affiliate Programs
Maintaining a Marketing Log
A Word of Caution with Link Trading
Internet Resources for Chapter 15
Maximizing Promotion with Meta-Indexes
What Are Meta-Indexes?
How to Find Appropriate Meta-Indexes
Enlisting Meta-Indexes for Optimal Exposure
Internet Resources for Chapter 16
Online Advertising
Expanding Your Exposure through Internet Advertising
Maximize Advertising with Your Objectives in Mind
Online Advertising Terminology
Banner Ads
Click-Throughs
Hits
Impressions or Page Views
Keywords
Geo-targeting
Jump on the Banner Wagon
Exploring Your Banner Ad Options
Banner Ad Tips
Interesting Banner Ads
Location, Location, Location
Search Engines
Content Sites
Banner Ad Price Factors
Considerations When Purchasing Your Banner Ad
Make Sure Visitors Can See Your Banner
Making It Easy with Online Advertising Networks
Behavioral Advertising
Retargeting
Bartering for Mutual Benefits with Banner Trading
Form Lasting Relationships with Sponsorships
Commercial Links
Sponsoring a Mailing List
Online and Offline Promotion
Advertising through Content Integration
Video Advertising
Social Network Advertising
A Few Final Thoughts to Remember
Internet Resources for Chapter 17
Maximizing Media Relations
Managing Effective Public Relations
Benefits of Publicity versus Advertising
What Is a News Release?
Writing a News Release
Notice of Release
Header
Headline
City and Date
The Body
The Close
Advantages of Interactive News Releases
Golden Tips for News Release Distribution
News Release Timing and Deadlines
Monthly Magazines
Daily Newspapers
TV and Radio
Formatting Your E-mail News Release
What Is Considered Newsworthy
What Isn’t Considered Newsworthy
Developing an Online Media Center for Public Relations
Internet Resources for Chapter 18
Increasing Traffic through Online Publications
Appealing to Magazine Subscribers on the Net
What Exactly Are E-zines?
Web-Based E-zines
E-mail E-zines
Using E-zines as Marketing Tools
Finding Appropriate E-zines for Your Marketing Effort
The Multiple Advantages of E-zine Advertising
Guidelines for Your Advertising
Providing Articles and News Releases to E-zines
Reasons You Might Start Your Own E-zine
Developing Your Own E-zine
E-brochures and I-brochures The Latest in Online Publications
Internet Resources for Chapter 19
Really Simple Syndication
What Is RSS?
How Does RSS Work?
RSS Content Options
Benefits of RSS
How to Promote Your RSS Content
What Is Social Bookmarking?
Why Is Social Bookmarking Important?
Getting the Most Out of Your RSS
RSS Versus E-mail
Internet Resources for Chapter 20
Blogs and Wikis
• What are blogs and wikis and how do they work?
What Are Blogs and Wikis and How Do They Work?
How Do I Create My Blog or Wiki?
Do Your Research
Determine Your Objectives for Starting a Blog
Decide on the Content and Tone of Your Blog
Choosing Blog Software
The Legalities
Schedule Your Posts
Writing Your Blog
Search Engine Ranking for Your Blog
Organize and Archive Your Entries
Track Your Blog’s Readership
To Blog or Not to Blog
Pros and Cons of Blogging
Avoid Classic Blog Mistakes
Underestimating the Time Commitment
Overestimating the Marketing Impact
Irregular or Infrequent Updating
Writing for the Search Engines and Not for the Blog
Promote Your Blog
Resources for Chapter 21
Podcasting and Videocasting
What Is Podcasting?
What Is Videocasting?
Advantages of Podcasting
Setting Up Your Podcast
Decide on Content and Frequency
Develop the Format
Gather Your Podcasting Equipment
Recording Your Podcast
Publishing Your Podcast
Outsourcing Your Podcast
Podcast Content
Promoting Your Podcast
Internet Resources for Chapter 22
Mobile Marketing
• What is mobile marketing?
What Is Mobile Marketing?
• SMS (short messaging service)
SMS Short Messaging Service
MMS Multimedia Messaging Service
Mobile Search
Instant Messaging
LBS Location-Based Services
Profile-Specific Advertising
Mobile Blogging
Subscribed Content
Benefits of Mobile Marketing
Internet Resources for Chapter 23
Interactive Mapping
• What is interactive mapping?
What Is Interactive Mapping?
Why Is Interactive Mapping Important to the Real Estate Industry?
How Do You Do It?
How Do You Leverage Interactive Maps?
Internet Resources for Chapter 24
The Power of Partnering
• Ideal partner sites
Ideal Partner Sites
Partnering Opportunities
Internet Resources for Chapter 25
Web Traffic Analytics
Web Analytics Defined
Key Performance Indicators
Common Measurements of Performance
Click-Through Rate
Unique Visitors
Time Spent
Click Stream Analysis
Single-Page Access
Leads Generated or Desired Action Taken
Customer Conversion Ratio
Net Dollars per Visitor
Cost per Visitor
Form Abandonment
Impact on Offline Sales
Return on Investment (ROI)
Monitor What Matters to Your Business
Determine What Works A/B Testing as a Start
Keep It Simple
Give It Time
Tracking Your Tests
Go Deeper Use It or Lose It
Bringing It All Together Use What You’ve Learned from Other Sources
Segmenting Your Target Market
Choosing a Web Analytics Solution
Look at Yourself
Look at Technology
Look at the Vendor
Popular Web Analytics Vendors
Closing Comments on Web Analytics
Internet Resources for Chapter 26
Effective Offline Promotion
Offline Promotion Objectives
URL Exposure through Corporate Literature and Material
URL Exposure through Promotional Items
URL Exposure through Clothing
URL Exposure on Novelty Items
Promotion with a Touch of Creativity
Internet Resources for Chapter 27
About the Author
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101 Ways to Promote Your Real Estate Web Site

101 Ways to Promote Your Real Estate Web Site

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Published by: pap71 on Mar 12, 2011
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