AEC Website Emergency


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Marketing professional services in today’s world requires a healthy online community. But what happens when your website, marketing materials and social media presence aren’t in full health? When your firm’s online community shows symptoms of failure?

Common marketing issues can easily masquerade as “website” problems. This session will help infuse your marketing strategy through your website, and develop tactics to build an online business development machine. We will equip your firm with the tools, tactics and tips to assess the vitality of your online community, and the strategy to move your marketing forward. Studies show that the majority of people conduct research online – so your clients and colleagues are just a click away. Yet how can you capture and convert that online traffic to actual interest in working with your firm? Join this presentation as we share the latest cutting-edge trends for social media and other online marketing approaches.

A successful architecture, engineering or construction firm needs a website that will function as an online business development machine. It needs to support your firm’s overall marketing strategy.

In this highly interactive session, we will help your firm treat – or prevent – the “marketing emergency” that may be plaguing your efforts. Participants will leave with a list of the top online tools that marketers can use to better diagnose and score their online presence. Attendees will discover marketing metrics to track online activity, and free tools that will help get you started. Everyone will get a roadmap to “self-diagnose” their state of online health, and assess areas most needing improvement. We will discuss progressive trends, conversion strategies for online marketing, and other concepts that will protect the vitality of your website and online community.

Through a series of three segments, we will help your team diagnose, treat, and fine-tune an online presence that not only supports your marketing efforts, but propels your firm forward. Attendees will participate in two dynamic breakout sessions, and a question and answer session at the end of the presentation.

Part one will present the most common website emergencies, discuss why they are so prevalent and diagnose the common causes. We will help your team avoid marketing malpractice and identify necessary strategy in your online communities. Assess unhealthy habits of your online activity, such as content issues, lead generation, statistics, and drip marketing. We will point out root pains that may be symptoms of bigger marketing

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AEC Website Emergency

  1. 1. A/E/CWebsite EmergencyThe secrets to creating an onlinebusiness development machine Josh Miles–Miles DesignTaryn Erickson–Trindera Engineering
  2. 2. About Taryn Erickson: A social media strategist and A/E/C marketing specialist. Business Development Director Trindera Engineering, an electrical consulting firm based in the Pacific NW.@joshmiles @taryn44 #smps2012 2
  3. 3. About Josh Miles: Founder of Miles Design, specializing in branding and strategy for professional services. Entrepreneur, speaker, and author of “Bold Brand: The new rules for differentiating, branding, and marketing your professional services firm.@joshmiles @taryn44 #smps2012 3
  4. 4. It’s a conversation! - Please ask questions! - Keep it interactive - Tell us your challenges & successes! - Tweet along!@joshmiles @taryn44 #smps2012 4
  5. 5. capabilities TIMELINEblogging wordpress social budget content content management systems DESIGN photography Lead Gen SEO audience Mobile @joshmiles @taryn44 #smps2012 5
  6. 6. WebsiteEmergency!@joshmiles @taryn44 #smps2012 6
  7. 7. Everybody Lies.@joshmiles @taryn44 #smps2012 7
  8. 8. Malpractice:Prescription without diagnosis@joshmiles @taryn44 #smps2012 8
  9. 9. Where doesit hurt?Diagnosing the root pains@joshmiles @taryn44 #smps2012 9
  10. 10. UnhealthyHabits!@joshmiles @taryn44 #smps2012 10
  11. 11. Unhealthy Habits: Content@joshmiles @taryn44 #smps2012 11
  12. 12. Unhealthy Habits: Content - Too much about YOU@joshmiles @taryn44 #smps2012 12
  13. 13. Unhealthy Habits: Content - Too much about YOU - Valuable content@joshmiles @taryn44 #smps2012 13
  14. 14. 1. Who is visiting our site?2. What is valuable to them?@joshmiles @taryn44 #smps2012 14
  15. 15. Unhealthy Habits: Content - Too much about YOU - Valuable content - Quality of content@joshmiles @taryn44 #smps2012 15
  16. 16. Hello? ...Katie?@joshmiles @taryn44 #smps2012 16
  17. 17. Unhealthy Habits: Content - Too much about YOU - Valuable content - Quality of content - Updated & current@joshmiles @taryn44 #smps2012 17
  18. 18. Unhealthy Habits: Design - Experience@joshmiles @taryn44 #smps2012 18
  19. 19. Responsive:@joshmiles @taryn44 #smps2012 19
  20. 20. Unhealthy Habits: Design - Experience - What should I do?@joshmiles @taryn44 #smps2012 20
  21. 21. GroupTherapy:Discuss and share!@joshmiles @taryn44 #smps2012 21
  22. 22. Unhealthy Habits: Design - Experience - What should I do? - Visual Hierarchy@joshmiles @taryn44 #smps2012 22
  23. 23. Unhealthy Habits: Lead Gen@joshmiles @taryn44 #smps2012 23
  24. 24. Unhealthy Habits: Lead Gen - Marketing Automation@joshmiles @taryn44 #smps2012 24
  25. 25. Unhealthy Habits: Lead Gen - Marketing Automation - Start Small@joshmiles @taryn44 #smps2012 25
  26. 26. Unhealthy Habits: Tracking@joshmiles @taryn44 #smps2012 26
  27. 27. Unhealthy Habits: Tracking - Know your numbers@joshmiles @taryn44 #smps2012 27
  28. 28. Unhealthy Habits: Tracking - Know your numbers - Automate reporting@joshmiles @taryn44 #smps2012 28
  29. 29. Unhealthy Habits: Social@joshmiles @taryn44 #smps2012 29
  30. 30. Unhealthy Habits: Social - SEO benefits@joshmiles @taryn44 #smps2012 30
  31. 31. Unhealthy Habits: Social - SEO benefits - Avoid social notworking@joshmiles @taryn44 #smps2012 31
  32. 32. Unhealthy Habits: Social - SEO benefits - Avoid social notworking - Institution vs. Person@joshmiles @taryn44 #smps2012 32
  33. 33. Unhealthy Habits: Social - SEO benefits - Avoid social notworking - Institution vs. Person - Not just promotion!@joshmiles @taryn44 #smps2012 33
  34. 34. GroupTherapy:Discuss and share!@joshmiles @taryn44 #smps2012 34
  35. 35. Stick withthe Diet…How to develop a contentmarketing strategy that sticks.@joshmiles @taryn44 #smps2012 35
  36. 36. Focus Group:Hotseat a volunteer and prescribepotential courses of treatment.@joshmiles @taryn44 #smps2012 36
  37. 37. Courses ofTreatment@joshmiles @taryn44 #smps2012 37
  38. 38. PrescribingA Culture:Thought Leadership and BloggingAnd how to align your team.@joshmiles @taryn44 #smps2012 38
  39. 39. Walking inHealth:Your roadmap to fresh marketingthat stays well year-round!@joshmiles @taryn44 #smps2012 39
  40. 40. In-HomeCare:What you can do after SMPS 12? @taryn44 #smps2012 40
  41. 41. Q&A:@joshmiles @taryn44 #smps2012 41
  42. 42. Thank you! Josh Miles Taryn Erickson @joshmiles @Taryn44 @taryn44 #smps2012 42
  43. 43. Get the Book! 2:45-3:10 at the SMPS Bookstore located in the Networking Pavilion, Pacific (Lower Level 1) discount code: SMPS2012 // branding for professional services.