BuildRight 2014

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Buildright Conference 2014

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BuildRight 2014

  1. 1. Online Marketing for Offline Sales Mike Russell - John Durso - Dan DelMain
  2. 2. Audience Website Social Media
  3. 3. Who is your audience? • Whose attention do you want? o Whose attention don’t you want? • Why bother? o Leverages your marketing. • Insufficient: “People who need buildings.” o Specificity = success
  4. 4. WhoDo Who Do Decision Makers Resource Holders Obstacles/Friction Supporters
  5. 5. Read their minds. In relation to your business, what does each of your audiences: • Think? • Feel? • Say? • Hear?
  6. 6. Audience Website Social Media
  7. 7. Crosshatch Creative Great, you know your audience! Now what?
  8. 8. What is the purpose of your site? • To look pretty • To provide extensive info about your company • To facilitate sales • To capture leads
  9. 9. Understanding Conversions A conversion is when an anonymous visitor offers their information, becoming an identified lead. Examples: • Blog/newsletter subscription • Follow on social media • Whitepaper download • On-site inquiry form submission*
  10. 10. Why focus on conversion? • Helps reinforce or correct audience understanding • Effectively lowers the cost of advertising, permanently
  11. 11. 3 Critical Elements 1. Design 2. Browsability 3. Prominent CTAs (calls-to-action)
  12. 12. Site Audits http://www.wdc-construction.com/ http://pdxcs.com/
  13. 13. DIY Site Audit 1. Compare your design with that of your competitors 2. Go through each page and ask, “Is it clear what the visitor should do next?” 3. Give 5 people who have never visited your site a task to complete, then ask about their experience
  14. 14. Audience Website Social Media
  15. 15. Social Media for the Build Industry
  16. 16. Major Road Blocks of Social Media source: www.ragan.com/Main/Articles/Infographic_An_inside_look_at_companies_social_med_46502.aspx
  17. 17. What are the Goals of Social Media? source: www.ragan.com/Main/Articles/Infographic_An_inside_look_at_companies_social_med_46502.aspx
  18. 18. Facebook 1) number of ‘likes’ vs ‘talking about you’ (higher ratio = greater reach) 2) 70 / 30 Rule (community vs. me) 3) posting frequency & times of day (stick to a schedule)
  19. 19. Facebook: Bonus use Facebook Insights to learn what’s working / what isn’t
  20. 20. LinkedIn 1) build a professional network (referral partners - search HBA) 2) establish yourself as an industry expert (on personal level) 3) recruitment tool (candidates are more transparent)
  21. 21. LinkedIn: Bonus use LinkedIn Showcase pages to show off various products and services
  22. 22. Houzz 1) user demographics (affluent customer base) 2) search engine hybrid (hint of SEO) 3) brand reputation (user reviews)
  23. 23. Houzz: Bonus turn an ideabook into a blog post for Search Engine Optimization benefits
  24. 24. Full Circle Make marketing decisions based on what you know about your audience. Build a site that compels your target audience to engage. Social Networks to pay attention to. How will you grow your brand?
  25. 25. Thanks! Dan Delmain www.delmainanalytics.com - dan@delmainanalytics.com John Durso www.CrosshatchCreative.com - john@crosshatchcreative.com Mike Russell www.PivotalWriting.com - mike@pivotalwriting.com download slides at: http://www.slideshare.net/dandelmain/buildright2014

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