Planning and Branding for Architects - Inbound Marketing Strategies

Planning and Branding for Architects

Inbound Marketing Techniques

Ratu Lewis Managing Director

Today

• Social Media• SEO• Blogging• Email Marketing• Measuring Results

Inbound and Outbound Marketing

Social Media and your Brand

Digital word of mouth

• What are your Brand beliefs and values?• Who is your target audience?• How do you reach out to your audience?• What resources do you commit to forming

brand identity?

What to Consider

Social Media in Architecture

•Design Focused

•Creative

Do

• Plan before you jump in – create a strategy• Brand your business with images• Be prepared to invest• Have guidelines for staff and posting

Do not

• Neglect your page• Expect instant results• Break the rules

• Don’t ignore negative feedback

89% of consumers start doing business with a competitor following a poor customer experience- Forbes

Other Platforms

LinkedIn

What to take away

• Go in with a strategy, don’t rush

• Be prepared to invest time and sometimes money

SEO

• 717, 000, 000 searches per day. (2011)• Over 70% of clicks go to organic results• 75% of people don’t look past the first page• The top 3 results get over 60% of organic clicks

Keywords

Branded

•Your company name

•Your address

•Your contact details

•Your clients

Non Branded

• Your Services

• Industry News

SEO Coding

SEO Content

What to take away

• It’s important, if you’re not on the first page, get on it.

• Content is king

Blogging

• The average company that blogs generates 55% more website traffic

• 57% of companies that blog have acquired a customer out of it

• The average company that blogs gets 97% more inbound links

Woodhead Architects

Do

• Blog relevant content• Keep it simple• Research• Create a strategy• Be interesting

Do not

• Be Careless• Forget you have a blog

What to write

• Remarkable content• Keyword rich • Stats your audience is interested in• Company news• Industry news (get known as experts)

What to take away

• Companies with a blog generate 55% more website traffic

• Show your expertise

Email Marketing

Benefits for your brand

• Brand Recognition• Identity• Loyalty and relationships

with customers• Forefront of customers

minds

Important Information

• Your subscribers• Automated email marketing program• Content sharing• Analytics

What to take away

• It is another way to interact with your customers and potential customers

• Brand recognition, front of your customers minds.

Measuring results

What you can measure

• Sharing• Inbound links• Click through rate• Subscriptions• Downloads• Page Views

Why measure?

• Evaluate success• Identify valuable content• Make informed decisions

What to take away

• Evaluate results to make informed decisions

Protecting your brand online

• Your domain name• Be in control of your domain details

Privacy Policy

– Collection and storage of info– Automatic info collection– Info placed on users computers – cookies– Use of info– Your rights– External sites– Privacy contact

Terms of Use

• Focus’s on your online content

– Disclaimer– Access restriction – External website content– Copyright – logos etc. – User conduct

What to take away

• Domain name protection• Privacy policy – Build users trust• Terms and conditions – Protect your brand

from unnecessary legal issues

Thank you.Ratu LewisEmail: ratu@marginmedia.com.auPhone: 1300 798 848 / 073257 2558

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