Inbound Marketing for the Design + Construction Industry
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This presentation begins with a story about how one professional services marketer stumbles upon inbound marketing during the "Great Recession." Upon discovering these new methods, a discovery of these new marketing methods ensues and the conversation evolves into a discussion about how digital marketing is changing the way AEC firms market technical services.
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Inbound Marketing for the Design + Construction Industry
- 26. Thank You! designed by Mode Design modedesign.us
Editor's Notes
- When I think about a client’s website, their blog, or social media channels, I consider it it their social space.It is easy to think of this space as a modern day “coffee house.” This is a place where we can share ideas and content, strike up a conversation and engage with our community.With that idea in mind, I’d like to thank you for including me in today’s workshop and inviting me into your “coffee house.”
- When I think about the AEC industry and marketing…hmmm….let’s just say…It is time we had a heart to heart.
- First…a little about me…In what seems like a lifetime ago, I was a college student with grand dreams of being a super-powered marketing executive.
- I’d be a part of creatingand promoting some world’s most phenomenal brands. I’d be actively engaged in wildly successful marketing campaigns to promote a service, innovative idea, or event.
- My career would allow me to surround my self with some of the most creative minds in advertising and public relations.
- When I graduated college with a business degree in marketing, my wildest career dreams never included “proposals and qualifications statements.”
- My first job was with an architectural firm.Myfirst mission was to coordinate and manage a design build proposal.This proposal was one of the most massive responses I have ever laid eyes upon. Needless to say, my degree NEVER prepared me for publishing such an enormous document.
- As I learned more about the AEC industry, I came to really love the project story.It was through a sincere appreciation of each project that I was able to truly enjoy developing strategies to deliver targeted proposal and presentation messages.
- After many successful years of marketing with professional services firms, I decided to wing it on my own in 2006. Like any other business, it has taken some time to nurture and grow…but then…
- We experienced the “Great Recession.” All of my predictive modeling and marketing strategies seemed obsolete. My project opportunity pipeline became bloated with projects that went “ON HOLD” only to incessantly follow-up on hundreds of projects with little result.While I had a few clients and business was all right, I began to rethink my marketing career in this industry.
- So why am I telling you this? While you may not have the same background, I am very familiar with your workday. I understand your pain points. For example, did you ever get an RFP that had an unreasonable due date? …and because you did not have the authority to say “No, we will not pursue this opportunity,”… the overall message and quality of your proposal was diminished.Or, is the project lead on the proposal a severe procrastinator…and you are always working up until the last minute to deliver the final proposal draft.Whatever the case, I get it - I don’t need to remind all of you of the trials and tribulations associated with marketing in this industry.
- I am here today to demonstrate a different approach unlike our traditional methods…
- As you know…We jump through extraordinary hoops to meet deadlines… Only to file away our content treasures into large file cabinets... What if we could unlock this treasure to create extraordinary marketing campaigns…
- What if…We could create marketing people love!I’ve discovereda marketing method that is truly inspiring and exciting.….this method has dramatically change the way I do business.
- It is my pleasure to introduce you to inbound marketing!Inbound marketing focuses on creating quality content online that pulls people toward your company and services.By aligning the content you publish with your client’s interests, you will naturally attract inbound traffic that you need to convert close and delight over time. The diagram above offer the four phases for nurturing a mere stranger into a client and promoter through digital marketing methods.Let’s walk through each phase together!
- It is my pleasure to introduce you to inbound marketing!Inbound marketing focuses on creating quality content online that pulls people toward your company and services.By aligning the content you publish with your client’s interests, you will naturally attract inbound traffic that you need to convert close and delight over time. The diagram above offer the four phases for nurturing a mere stranger into a client and promoter through digital marketing methods.Let’s walk through each phase together!
- PHASE ONE / Attract: Many industry firms have gorgeous websites. Now that you have a great website, it is time to attract the right visitors to your site. The right visitors will likely become leads, and, then, satisfied clients.
- Some of the most important tools for attracting the right users to your site include: Keywords: Your clients perform a due diligence effort online in order to find firms that meet their criterion for licensed professionals, service offering, and relevant experience. Therefore, it is important to make sure to incorporate keywords or keyword phrases into your content. Applying a search engine optimization strategy will ensure the right visitors arrive at your doorstep. Pages: Your website needs to be able to attract the right visitors. These pages should offer fresh content that keeps your visitors coming back to your site. Blogging: A blog is the best method for attracting new leads and getting found by the right visitors. The blog is a forum for providing educational content that speaks directly to your target audiences.Social Media: To attract a greater number of audiences, you must share your content through social media channels that will engage your communities and, also, provide a friendly, meaningful message that will build your brand.LINK: Keyword placement on website.DEMO: Several google look-upsDEMO:Keyword grader.
- PHASE 2/Convert: When a visitor arrives at your site, it is up to you to convert these visitors into leads by persuading them to willingly provide their contact information. The professional services marketer can convince the visitor to take this step if they provide something in exchange. This exchange is in the form of content, like a tip sheet, ebook, diagram, spreadsheet – whatever information would be interesting to your prospective clients.
- The following tools help you turn a site visitor into a lead:Call-to-Action: A call-to-action is a “button” or link that encourages your visitors to take action, for example, “download our checklist,” or “attend our webinar.”Landing Pages: When a visitor clicks on a call-to-action, they will be sent to a landing page to fulfill the exchange. Forms: When a visitor ends up on a landing page, they fill out a form in exchange for the desired content. Once visitors provide their contact information, they become contact leads.DEMO: Rudolph and Sletten CTA exampleQUICK TIP: These steps can be supported by repurpose proposal content.QUICK TIP: Leverage your superb design skills by design extraordinary landing pages that speak to your audience.
- Phase 3/ Close: Now that you have leads' attention and you actively converting the right leads. It is time to transform these leads into clients.
- The following “close” techniques are flexible enough to be part of a communications plan or campaign framework:Email: Once your visitor becomes a lead, it is time to provide targeted emails that provide insightful, relevant content can build trust with a prospect and prepare them to take the next step.Workflows: Email workflows consist of a series of email messages tailored to address the specific needs of each lead. For example, if a visitor downloaded a checklist about a certain topic, you may choose to send a series of related emails over a period of time on a related subject. Lead Scoring: Once you have contacts in the system, you need to determine the right time for a business developer or executive to engage. Come up with a numerical rating system for leads to trigger when it is the right time.CRM Integration: Determine how well your marketing and business development personnel are working together to ensure leads are closing by integrating a client relationship management (CRM) solution that provides the reporting you need to determine efficacy.DEMO: Prospects and evaluating the level of interest in content.
- PHASE 4/ Delight: Hopefully you can see by now,inbound marketing practices aim to deliver content your audiences love. Whether they are a visitor, lead or client, it is up to marketers to make sure they do not forget about your firm. It is up to us to engage, delight and, hopefully, further nurture client relationships so that they are willing promoters of your firm and it’s professional staff.
- Inbound marketing tools that aim to delight your clients include:Social Media: Using a range of social media channels will give you the opportunity to provide real-time client service as well as further connect with your community.Smart Calls-to-Action: Smart calls-to-action present different visitors with offers that change based on their client profile and lifecycle stage.Email and Workflows: These tools provide your clients with continued content that keeps them excited and engaged. They also allow you to introduce new services and information that may be of direct interest to them.
- You are now familiar with the inbound marketing method. You are armed with a series of activities and tools used at each stage to turn a stranger into a client. Hopefully, these practices are have inspired you to develop new and exciting content that will help build business for your firm.