Emlaktown Digital Marketing Strategy

1. Emlaktown.com
MARKETING
STRATEGY
DIGITAL

2. «A digital strategy is the who, what, when,
and where of listening and responding to
consumers, bridging brand experiences,
iterating offerings and collecting and
activating consumer relationships in order
to accomplish an actionable and
measurable objective.»
Bud Caddell

3. Competitor Social platforms Content types
Sahibinden.com Twitter (160k+), Facebook (1200k+), LinkedIn (1.4k+),
Pinterest (1k), YouTube (5.8k views)
Links to commercial videos, website, breaking
news, user interaction campaigns, product
lunch (youtube), interest based classification
(pinterest)
Hurriyetemlak.com Twitter (20k+), Facebook (208k+), LinkedIn (1.4k+),
Pinterest (209), YouTube (2.6k views)
Links to website & blog, company photos,
market based events, informative posts,
commercial videos, commercial ads(youtube),
product based classification (pinterest)
Emlaktown.com Twitter (1k+), Facebook (18k+), Pinterest (94),
YouTube (200 views)
Important dates celebration, inspiring quotes,
images , spam tweets (twitter) , brand
promotion , commercial film (youtube)
Zingat.com Twitter (3.5k+), Facebook (18k+), LinkedIn (369),
Pinterest (1), YouTube (409k+)
Links to blog, breaking news (new product
sale for exp), informative posts, real estate
news, announcements, informative videos
(youtube)
Emlakjet.com Twitter (8k+), Facebook (62k+), LinkedIn (1.8k+),
Pinterest (70), YouTube (7.6k+)
Product promotion, gif images, important
dates celebration, inspiring brand slogans,
links to blog, real estate news , interest based
classification (pinterest), product lunch
(youtube)
Where are we in the Marketplace?
Market

4. Target Audience Ideal Customers How it works Location
B2B Real Estate Agencies
Property Owners
Construction Firms
They buy the best fit
package for themselves.
Therefore they will reach
their potantial customers
easily
Turkey, Abroad
B2C Customers would like to buy
or rent home/office/land
They buy or rent
home/office/land which
best fits their needs
Turkey, Abroad
Who is our target audience?
Customers

5. How to collect the visitor & customer data?
Customer Data
Customers Real Time
Behaviour (Online Survey
Methods, Signup & Email Form)
Mobile User Data ( Track
customers according to their
location and download options)
Global Positioning System
(Measure customers shopping
activies, purchasing behaviour
and local places they visit)
Passive User Data (Data based
on customer’s interaction with
website)
Social Media Data (Visitors
Interaction & Behaviours)
Search Engine Data (Visitors
Interaction & Behaviours)
Research Data (Market Based
Statistics and so on)
Customer Service Data

6. So we would learn more about customers
Customers
Who are the
worst
customers?Who are our
twitter
followers?
Which ones
are influential?

7. Marketing
Funnel

8. Business Objective Tactic
Key Measure of
Success
Traffic Increase Reach Fans/Followers
Visitors
Inbound Links
Lead Generation Act
Convert
Optimize
Time on Site
Shares/Comments/Likes
Leads/Lead Conversion
Revenue
Avg Contact/Contact Value
User Engagement Engage Life Time Value
Social Media Shares
Referrals
Objectives
What are our business objectives?

9. Direct Paid Offline
SEO, Blogging, Content
Management, Acquisition Email
Marketing, Social Media (
Facebook, Twitter, Pinterest,
Youtube, Linkedin, Instagram,
Google Plus)
Paid Search Marketing (
Adwords, Aggregators), Viral
Videos , Mobile Marketing
Press Release, Brochures,
Giveaways, Advertising, Guerilla
Marketing, Deal with Real Estate
Agencies
Strategy
ReachWhich marketing channels should be used to reach target audience?

10. Strategy
Act, Convert, OptimizeWhich marketing channels should be used to reach target audience?
Direct Paid Offline
Act
Social Media Marketing, Site
Wide Content & Design
Effectiveness, Premium
Content, RSS, Customer
Relations, Blogging
Affiliate Marketing
Convert
A/B Testing, Landing Page
Content Development, Search
& Browse Page Efficiency,
Category & Product Page
Efficiency, Lead Segmentation
Email Marketing, Workflow
Development
Remarketing Channels, Social
Media Advertising, Mobile
Advertising, Mobile
Advertising
Optimize
Marketing KPI Analysis, Cost
Analysis, Reporting, Content
Optimization, Closed Loop
Reporting, CRM Management

11. Direct Paid Offline
Content Marketing, E-
newsletters & Promotional E-
mails, Event-Triggered E-mail
Marketing, Web Site
Personalisation, Social Media,
Infographics, Podcasts, Creative
Contests
PPC Display Marketing, Mobile
Advertising
Events , Traditional Media
Strategy
EngageWhich marketing channels should be used to reach target audience?

12. Month Theme / Week Week 1 Week 2 Week 3 Week 4
June 2016 Keyword & Persona
Research , Technical
Requirements
Develop SEO Strategy Social Media Marketing
Plan, Acquisition E-mail
Marketing Plan
PPC Marketing Plan , Blog
Contents
July 2016 Social Media Channels
Remarketing Plans
Social Media Channels
Customer Relations
E-mail Marketing
Campaigns
Content Management
Reach Meta Search
Channels
August 2016 Paid Ads on Facebook PPC Campaigns Viral Video Management
(if needed)
Analyze & Measure Results
, User Experience Tests
September 2016 Social Media
PPC, SEO, Blog, E-mail
Marketing
Social Media
PPC, SEO, Blog, E-mail
Marketing
Social Media
PPC, SEO, Blog, E-mail
Marketing
Social Media
PPC, SEO, Blog, E-mail
Marketing
October 2016 Social Media
PPC, SEO, Partner
Marketing
Weekly Marketing Actions,
Lead Generation, Content
Development
Weekly Marketing Actions,
Image & Video & Content
Efficiency
Weekly Marketing Actions
Mobile Marketing
November 2016 Weekly Marketing Actions,
Site Wide Content &
Design , Text & Push
Messages
Weekly Marketing Actions
Premium Content Plan
Weekly Marketing Actions
Targeting & Segment
Planning
Weekly Marketing Actions
Web and Landing Page
Design
December 2016 Year-End Evaluation,
Improvements , Weekly
Actions
Year-End Evaluation,
ımprovements, Weekly
Actions, CRM Plan
Year- End Evaluation,
Improvements, Weekly
Actions, Lead Generation
Year-End Evalution
Content

13. Road Map
Act &Measure!
PPC, Social Media, Content
Development, Video Marketing
08/09
End of year
Evaluation, CRM
Measure &
Development
12/01
Content & Web Site
Efficiency, Mobile
Marketing
10/11
2016
Reach!
Reach & Act!
Social Media, SEO, PPC, E-mail,
Content, Remarketing Planning &
Acquisition
06/07
Reach!

14. Target (from objectives) Results Comments
Measure Visitors Interaction & Behaviours
Increase interaction by 50%
Increase leads by 50%
Increase followers from 2k to 4k
Results