How to build your business online strategy - Building & Architecture


Published on

7 steps to building a successful online marketing strategy within the Australian Building & Architecture sector

Published in: Marketing, Technology, Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

How to build your business online strategy - Building & Architecture

  1. 1. How to promote a business online Building Designers Conference Oct 2013 Presented by Adrian Wilson & Stu Stevens
  2. 2. 7 steps to building an online presence Step 1 – Create on online strategy Step 2 – Select your digital platforms Step 3 – Create great content (Content Marketing) Step 4 – Optimise your content (SEO) Step 5 – Distribute your content (Lead generation) Step 6 – Leverage your content (Integrated campaigns) Step 7 – Monitor, learn and refine (Analytics tools)
  3. 3. Step 1 Create an online strategy
  4. 4. Create an online strategy  Activity audit – establish your baseline         What digital presence do you currently have? What content do you currently have? What’s working and what’s not? What benchmarks are you using to measure success? What are competitors doing? What does best practise in other markets look like? Where does your audience hang out? What type content do they appear to respond to?  Make a plan       Set some measurable goals Establish ownership Allocate some dedicated budget All in (for a period) Undertake some due diligence, but start the process Measure and learn (analytics tools)
  5. 5. Step 2 Select your digital platforms
  6. 6. Finding the right mix  Invest in your own website first  SEO (search engine optimisation)  SEM (search engine marketing)  User experience  Good content  Build a blog  Social share links  Develop and utilise your own email database  Calendar of activity – content is key  Invest in lead nurturing software  Grow and clean your database  3rd party channels  Industry/Community websites and databases  Online PR & Editorial  Associations/Industry bodies
  7. 7. Start being social  The classic mix  Facebook  Twitter  YouTube  Flickr  Pinterest  Google+  Slideshare  LinkedIn  Instagram  Do it properly or don’t do it at all  CONTENT IS KEY  Don’t sell....knowledge share / join the conversation  Maybe look to outsource to get started properly
  8. 8. Digital tools  Blogging  Digital freelance design  Online PR  Knowledge centre  Social media management  Social listening  Email marketing / Lead nurturing
  9. 9. Step 3 Create great content (Content Marketing)
  10. 10. What is Content Marketing?  Content Marketing is the creation and sharing of media content that actively engages, and builds a relationships with customers  It allows brands to have the right types of conversations with their buyers, in the right way, at the right time, and on the buyers terms.  It gives marketers the ability to focus on ONE STRATEGY that they can use to tackle MULTIPLE TOUCHPOINTS, across MULTIPLE CHANNELS.  Importantly, it allows communications to stay consistent, so they can build trust, trial, advocacy, and loyalty
  11. 11. Why is it important?  Increase your level of brand awareness  Build stronger customer engagement  Drive advocacy, and loyalty from your buyers  Increase transaction & conversion rates across your business
  12. 12. Change has just begun  A “Perfect Storm” of industry forces is creating unprecedented and accelerated change  Massive investments in technology infrastructure (NBN,4G)  Huge proliferation of devices. (Apple, Samsung)  Changing Social attitudes has empowered the user.  Mobilisation of the web, increased connectivity and bandwidth. = all of us having more access to more content, more of the time
  13. 13. Conversations build Relationships  In today’s new media environments communications between a brand and its users must be thought of as ‘two way’  Brands MUST think in terms of “conversations”  In our digital lives, conversations are had through the creation and sharing of various forms of content. Some of it pushed, some of it pulled  Traditional media still has a big role to play in helping push content
  14. 14. The buying journey - long and complex  The purchase process can be long, and complex with most purchase decisions requiring;  A high level of involvement  Over a long period of time  Using multiple sources of information, across multiple channels  Marketers are looking for a way to influence buyers throughout this process, understanding that they need to build a relationship with their buyers, well before they consider a purchase  Those relationships are built on trust, and consistency
  15. 15. First you need a Content Strategy  A Content Strategy is a plan for the production and distribution of your content  What content are you going to produce?  How are you going to make sure it gets seen?  And how are you going to measure the results?  A comprehensive content strategy should encompass a wide range of content, published across a calendar year, that is designed to influence the buyer at each stage of the process
  16. 16. Give your buyers the information they want  Up stream: ‘Thought leadership’, and ‘Educational’ content. Focus on helping define the issues for the buyer, build trust, and identify their needs. Drive consideration  Down stream: provide content that is more ‘Product & Service’ focussed. Focus on your brand & ‘the offer’ to differentiate against your competitors  Map your buyer decision making process with a content calendar
  17. 17. Example Content Map
  18. 18. Types of content to consider  Static Content:        White papers Info graphics E-books Case Studies Blogs Press Releases Brochures/product comparison guides  Direct Mail
  19. 19. Types of content to consider  Video Content:        Industry based / thought leadership Educational / Explanatory / Product Complicated messaging simplified Advertorial / Content that Sells Customer / Client Testimonials Webinars / Interactive Live Streams o Events / Expos o Presentations o Interviews
  20. 20. Step 5 Optimise your content (SEO)
  21. 21. Website SEO - 10 things you must do 1. Keyword selection – research and build content around these key phrases 2. Compelling content – if its not interesting it won’t be shared or acted upon 3. Fresh content – create a blog and news sections an update regularly 4. Good user experience – don’t make it hard for the users, or they will not return 5. Design for mobile – all website should now be responsive design (25% of all traffic is mobile) 6. Meta data – don’t be lazy, ensure page title/description/H1/Alt tags are all optimised 7. Site accessibility – don’t hide content from search engines within images 8. Optimise your page URL’s – include keywords, not code and numbers 9. Encourage social sharing – shared content boosts SEO 10. Regularly check your Google Analytics and Webmaster Tools – invaluable information
  22. 22. Step 6 Distribute your content (Lead generation)
  23. 23. Transmedia distribution  PAID  3rd party online channels  LinkedIn sponsored stories  Industry Events & Forums  OWNED  Your own database  Your own website  Your other channels              EARNED Facebook Twitter You Tube LinkedIN Slideshare Google+ Outside influencer channels Advocates & Bloggers 3rd party channels Partner databases Partner websites Other PR & Media opportunities
  24. 24. Step 6 Leverage your content (Integrated campaign)
  25. 25. Caroma approach – creation/distribution Cirrus Media network Social Websites Print Email Events Content Caroma
  26. 26. One piece of content... Content creation
  27. 27. ...distributed many ways Content distribution (paid)
  28. 28. Benefits of an integrated approach Touch points Long Term Response ROI Engagement Impact Holistic Consistency LEADS Synergy Value Cost SavingsReach Time Savings Seamless Awareness Visibility Reinforcement 86% of the marketing decision-makers surveyed believe successfully integrating multiple channels under a single integrated marketing strategy is critical to long term success* * According to a global survey of marketing decision-makers recently conducted by Forrester research
  29. 29. Step 7 Monitor, learn & refine (Analytic tools)
  30. 30. Learn and refine  Try to measure and report on all marketing activity (online is easier) – even if its just some simple data initially  Benchmark internally and externally  Review regularly (be disciplined)  Move spend towards successful channels/campaigns/content  Don’t forget to also use your gut instinct as well!
  31. 31. Analytics tools  Website performance  Keyword research  Website benchmarking  Social measurement  Media monitoring  Email marketing
  32. 32. Questions
  33. 33. For more information: Adrian Wilson Sales Manager T: 02 8484 0612 M: 0417 779215 E: