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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
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: [email protected]: 1300 798 848 / 073257 2558
You may also like to download our eBook:A Guide to Facebook Timeline for Marketers
