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Digital Marketing Strategies that Drive Business


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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.

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Digital Marketing Strategies that Drive Business

  1. 1. A217 Digital Marketing Strategies that Drive Business Market_BP17 Leah Moore & Scott Henry April 5, 2017
  2. 2. 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 of handling, 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.
  3. 3. This presentation is protected by US and International Copyright laws. Reproduction, distribution, display and use of the presentation without written permission of the speaker is prohibited. © Pipitone Group 2017 Copyright Materials
  4. 4. 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. Course Description Digital Marketing Strategies that Drive Business
  5. 5. Your presenters Leah Moore, Director, Digital Marketing Pipitone Group Scott Henry, Director, Communications Pipitone Group
  6. 6. Learning Objectives 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:
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. Getting Them There Have you optimized your site? Are you advertising? • Online • Offline Are you leveraging social media? Do you have a blog?
  11. 11. Calls to Action What do you want users to do? • Contact you o Email o Phone o Chat • Engage with content o Subscribe to a newsletter or blog o Watch a video o Download a white paper or case study o Take a survey o Fill out a profile
  12. 12. 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
  13. 13. 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
  14. 14. 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?
  15. 15. 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?
  16. 16. 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?
  17. 17. 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?
  18. 18. 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
  19. 19. Audit is complete. Now what’s missing? • Case studies • Videos • Photos • Checklists • Infographics • Checklists Who can help? • Marketing team • Interns • Outside resources o Freelancers o Agencies Identifying Content Gaps
  20. 20. 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
  21. 21. 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
  22. 22. Offline Marketing Efforts Offline Marketing 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
  23. 23. 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
  24. 24. Definition: Rounds of messages sent via email to build familiarity and trust around a service Why use email marketing? • Targeted • Increases brand awareness • Easily shareable. • Measurable • Cost effective Email Campaigns
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Convert Marketing Leads Into Customers 1. Recognize the problem 2. Define needs 3. Evaluate options 4. Resolve concerns
  30. 30. 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
  31. 31. Identify other people who are impacted and how you can help • Focus on pain points o May not necessarily relate to your services o Help make their job easier to build trust • Create content that can help o FAQs o Checklists o Tips o How-to lists Define needs
  32. 32. 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
  33. 33. Be ready to answer common concerns • Share recommendations/testimonials from customers and experts • Demonstrate value • Provide third-party articles to gain credibility Resolve Concerns
  34. 34. Questions?
  35. 35. This concludes The American Institute of Architects Continuing Education Systems Course Scott Henry Leah Moore