A217

Digital Marketing Strategies that Drive Business

Market_BP17

Leah Moore & Scott Henry

April 5, 2017

Credit(s) earned on completion of this course will be reported to AIA CES for AIA members. Certificates of Completion for both AIA members and non-AIA members are available upon request.

This course is registered with AIA

CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner ofhandling, using, distributing, or dealing in any material or product.___________________________________________Questions related to specific materials, methods, and services will be addressed at the conclusion of this presentation.

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© Pipitone Group 2017

Copyright Materials

Whether you have a marketing plan collecting dust that needs to be revived or you don’t have one at all and just need some tips on how to incorporate digital strategies to drive business, this course will help you best understand and utilize the most up-to-date marketing tactics that you can track, analyze and adapt. This course also will provide you with ideas, tactics, and tips on how to infuse digital strategies into your existing plan and how to measure their effectiveness.

CourseDescription

Digital Marketing Strategies that Drive Business

Your presenters

Leah Moore, Director, Digital MarketingPipitone Group

Scott Henry, Director, Communications Pipitone Group

LearningObjectives

1. Understand the key components of a digital marketing plan

2. Distinguish your website as the ultimate destination for marketing efforts

3. Define key traffic drivers to your website

4. Convert marketing leads into customers

At the end of the this course, participants will be able to:

Understand The Key Components Of A Digital Marketing Plan

1. Target audiences

2. Web presence

3. Getting them there

4. Calls to action

5. Capturing names and information

6. Measurement and analytics

Who are we trying to reach?

• Demographics• Title• Geography• Budgetary discretion

What is their online behavior?

What problems are they trying to solve?

How are they looking for services I sell? Are we on their radar at all?

Target Audience

Do you have a website?

What is the goal of your website?

Is it relevant to your target audience?

What action do you want users to take?

How often are you updating your site?

Web Presence

Getting Them There

Have you optimized your site?

Are you advertising? • Online• Offline

Are you leveraging social media?

Do you have a blog?

Calls to Action

What do you want users to do?

• Contact youo Emailo Phoneo Chat

• Engage with contento Subscribe to a newsletter or

blogo Watch a videoo Download a white paper or

case studyo Take a surveyo Fill out a profile

Capturing Names and Information

Do you have forms on your site? • Are they intuitive?• Are they being placed into a

database?

Are you gating content? • Give something to get something

Are you synching the names from your website against other sources?

• Phone calls• Trade shows• Past customers• Current customers

Have you segmented your lists?• Clients• Vendors• Partners

Define the program:• What are your quantitative and

qualitative goals?• What is your campaign budget?• Do you have a follow-up strategy?

Define your metrics:• Increased visits• Increased leads• Cost per lead• Cost per acquisition

Be prepared to adapt!

Measurement and Analytics

Distinguish Your Website As The Ultimate Destination For Marketing Efforts

1. What is the goal of your website?

2. Do you have a content strategy?

3. How are you promoting your website?

How will my website support my business goals?

• Do you need to raise awareness for your brand?

• Do you need to build your email list?

• Do you need to nurture prospects along their buyer’s journey?

• Do you need to convert your audience to paying customers?

• Do you need to retain customers and/or increase their purchases (up-sell/ cross-sell)?

• Do you need to convert customers to evangelists?

What Is The Goal Of Your Website?

Critical questions to ask.

• Why are you creating content at all?

• Who are you helping?

• How will you help them in a way that no one else can?

• What will they be able to do once they consume your content?

Do You Have A Content Marketing Strategy?

This is a guiding document that details the creation, publication, and governance of useful, usable content.”

This strategy often goes beyond the scope of a content marketing strategy, as it helps businesses manage all of the content they have.

Not for the faint of heart!!!

Do You Have A Content Creation Strategy?

Spring Cleaning is upon us.

Good news!

• You already have content. Its everywhere.

Bad News.

• Its going to take time to sift through and determine what’s relevant to your audience and what aligns with your content strategy.

Content Audit

Audit is complete. Now what’s missing?• Case studies• Videos• Photos • Checklists• Infographics• Checklists

Who can help?• Marketing team• Interns• Outside resources

o Freelancerso Agencies

Identifying Content Gaps

You have great content. Now what?• Focus on website SEO• Social media marketing• Search engine listing• Signature branding• Reciprocal linking• Email campaigns• Email signatures

But, don’t forget about the basics• Advertising

o Online/offline• Public relations• Trade shows

Promoting Your Website

Define Key Traffic Drivers To Your Website

1. Offline marketing efforts

2. Digital advertising

3. Email campaigns

4. Social media

5. Search engine optimization

6. Referral sites

Offline Marketing Efforts

Offline Marketin

g

Cold Calling Direct Mail

TV/Radio/ Print Ads

ReferralsEvents

Networking

Incentives

Definition: Using advertising resources of the real rather than the virtual marketing Examples of offline opportunities• Networking • Speaking engagements• Print publications• Direct mail• Cold calls• Print advertising• Associations and trade shows

Definition: Leveraging Internet technologies to deliver promotional advertisements to consumers

Examples• Paid search• Banner advertising • Native advertising/advertorials

Benefits of digital advertising• Cost effective• Segmentation• Interactivity• Measurable

Digital Advertising

Definition: Rounds of messages sent via email to build familiarity and trust around a serviceWhy use email marketing?• Targeted • Increases brand awareness• Easily shareable.• Measurable• Cost effective

Email Campaigns

Definition: Websites and applications that enable users to create and share content or to participate in social networking• You can build your brand

• Increase brand awareness and loyalty

• Increase website traffic and search ranking

• Share content faster and easier

• You can build relationships• Have a conversation• Provide rich customer experiences• Gain valuable customer insights

• You can advertise• Run targeted ads with real-time

results

Social Media

Every day there are over500 million Tweets

4.5 billion Likes on Facebook

95 million photos and videos

uploaded to Instagram

Definition: a methodology of strategies, techniques and tactics used to increase website traffic by obtaining a high-ranking placement in the search results page

Why should I care?• Everyone is searching

(search engines, videos, audio searches)

• It is cost-effective • Rise of mobile bandwidth and local

search optimization • Your competitors are doing it

Search Engine Optimization

Definition: denotes incoming traffic on a website as a result of clicking on a URL on some other site,

But if I don’t own it how can I leverage it?

• Update your profiles• Publish articles online• Comment on other blogs and post in

public forums• Connect with other experts• Contribute to collaborative blog posts• Become a guest blogger• Get listed in relevant quality

directories• Share links on social media sites• Produce valuable content on a

regular basis

Referral Sites

Be prepared to adapt!• Check back against your goals• Be prepared to make changes

Do more of what works and less of what doesn’t!• Work with pilot plans• Test, revise and test again!

Tracking And Reporting

Convert Marketing Leads Into Customers

1. Recognize the problem

2. Define needs

3. Evaluate options

4. Resolve concerns

Define what problem your audience has and determine how YOU can help solve it!

• Offer a free “something”• 30-minute consultation• T-shirt or mug

• Show them your credentials• White papers• Case studies• Client testimonials

Recognize The Problem

Identify other people who are impacted and how you can help

• Focus on pain pointso May not necessarily relate to

your serviceso Help make their job easier to

build trust• Create content that can help

o FAQso Checklistso Tipso How-to lists

Define needs

Help your leads understand why your services are the best for their needs• Provide guidance about services in

your industry • Teach prospects how to evaluate

solutions like yours

Deliver tools to help• Comparison sheets• Decision making guides

Evaluate Options

Be ready to answer common concerns• Share recommendations/testimonials

from customers and experts• Demonstrate value• Provide third-party articles to gain

credibility

Resolve Concerns

Questions?

This concludes The American Institute of Architects Continuing Education Systems Course

Scott Henry shenry@pipitonegroup.com

Leah Moore lmoore@pipitonegroup.com