Website management and optimization for search traffic (paid and organic).

1. 1
Building Systems Design
Digital Marketing Report | July 2020
*Data Date Range: June 1-30 (V1)

2. 2
Executive Summary - July
• BSD Marketing heavily increased lead generation activity. This included the execution of:
• Launched multi-channel “Content” and “Get SpecLinked 2”Campaign.
• Developing 8 content pieces to drive web traffic and SEO results for the blog, PR, and website.
• Press Released launched about the MARTA partnership, which was picked up 125 times by news media
and a potential audience of 10.5M.
• Created over 36 social media posts on LinkedIn, Facebook, and Twitter with a total of 2.7K Followers.
• All of this activity lead to capturing sales leads/conversions:
• Digital marketing activity lead to website traffic increasing +49% since January 2020 compared to
previous period.
• As a result of increased web traffic, there were a total of 145 leads/conversions on bsdspeclink.com
and campaign landing pages.
• The leading channels in generating Conversions were Organic Traffic (SEO), which results in 46% of
Total Leads.

3. Web Visits – YTD 2020
3
• Since January, our ramped-up marketing activities lead to significant growth in website traffic (+49% Users)
compared to previous period.
• We have also increased traffic from new users (+48%) to generate new client leads, while returning users make
up 11% of traffic.
Web Traffic Growth YOY

4. Web Visits – Month-Over-Month
4
• This month, there were 7.6K visits to the website (Users). Compared to last month, there was a decrease in
website traffic (-26% Users).
• Decrease may be due to marketing channels taking users to other websites like webinars, GoToMeeting, etc.
Paid traffic also decrease because ads were pause due to limited budget.
Web Traffic Growth

5. Website Conversions – July
5
• Based on Conversions, the leading channels in generating Conversions were
Organic Traffic (SEO) and Email.
• SEO optimizations were the main driver of Organic Conversion due to
optimizing, which drove 67 Organic Conversions an increase of +39%
compared to last month.
• Paid Traffic was down because ads have been paused due to limited budget.

6. Website Conversions by Campaign – July
6
The Marketing runs multiple campaigns per month with unique goals and landing pages for each. Below are
results per campaign by landing page.
• The bsdspeclink.com website generated the most leads in July. Compared to other landing pages, it
generated 121 leads, which makes up 83% of all leads for the month.
121
1 1
15
0
8
0
20
40
60
80
100
120
140
Sales Leads by Campaign
BSD Website Collaboration Campaign Canada Campaign
Get SpecLinked Campaign Webinar Content Campaign

7. Web Visit Sources – July
7
• In terms of web traffic, top sources were Direct,
Email, and Organic Search (SEO).
• Marketing activities this month include:
• SEO & Website Updates
• Web & Blog Content
• Press Release
• Google Paid Ads
• Email Marketing
• Webinars
• Social Media
• Graphic Design

8. Web Content and SEO - June
8
Content published below results in an
overall boost for SEO and Organic Web
Visits.
This month, content was produced for the
website, PR, and blog articles.
1. Press Release: MARTA Partnership
2. Blog Article: Expert Tips Guest Post
3. Web Content: BPM Page Refresh
(In Progress)
4. Web Content: Webinar Blog Articles
(Pending Review)
5. Blog Article: Get Specified in SpecLink
(Published)
6. Web Content: ROI Calculator
(In Progress)
7. Web Content: Webinar Page
(Published)
8. Web Content: Training Page Refresh
(In Progress)
Organic Leads
67
+39% Since June

9. Public Relations
MARTA Press Release

10. Public Relations
10
BSD launched a press release about the MARTA partnership. The press release was picked up
by 125 media outlets, including some of the following channels.
Launch activities include:
• Published on PR Newswire
• Blog post
• Social media post
• Personal outreach to 6 media contacts
• Atlanta Journal Constitution
• Atlanta Business Chronical
• ENR
• American Public Transportation Association
• American Association of Airport Executives
• Airports Council

11. Public Relations
11
Below are results from the MARTA Press Release from PR Newswire.

12. Social Media
Top Content & Analytics

13. Social Media – Top Content in July
13
LinkedIn Facebook Twitter
Results below are for top social media posts by Engagements (Likes, Comments, and Shares).
Guest blog post by employees
performed the best in terms of
content.
The social media post with the
most engagement were
related to the blog and the
webinar.

14. Social Media – Analytics Dashboard
14
Total Followers
2,769
Total Leads (Web Conversions)
4
Total Leads (Messenger)
2
Below is data for all BSD social media channels (LinkedIn, Facebook, and Twitter).
• LinkedIn is the best-performing social media channel in terms of Follower Growth, while
Facebook gets the most Page Views.
• Paid ad support will help boost engagement and sales leads.
• Next month, we are launching a social campaign for the Owners market to test enhanced
design, social, and blog content with an external agency. The strategy behind the campaign is
to promote the ROI Calculator and generate leads.
• Social media optimizations will include activating chat functionality to increase leads.

15. Social Media – Channel Growth
15
0
500
1,000
1,500
2,000
2,500
LinkedIn Facebook Twitter
Followers
May June July
0
200
400
600
800
1000
1200
LinkedIn Facebook Twitter
Page Views
May June July
*Last 28 Days (7/7)
This month, Follower growth was Organic as there is no Paid support. Engagement was boosted
by tagging employees/companies in blog content, the Press Release, and webinars.

16. Social Media - “Content” & “Get SpecLinked #2” Campaign
BPM Performance
LinkedIn Impressions - 158
Engagements - 5
Facebook Impressions - 25
Engagements - 1
Twitter Impressions - 138
Engagements - 3
AEC Performance
LinkedIn Impressions - 226
Engagements – 11
Facebook Impressions - 29
Engagements - 1
Twitter Impressions - 160
Engagements - 4
BPM Performance
LinkedIn Impressions - 204
Engagements - 9
Facebook Impressions – 28
Engagements – 1
Twitter Impressions - 161
Engagements - 7

17. Social Media - “Content” & “Get SpecLinked #2” Campaign
AE Performance
LinkedIn Impressions - 196
Engagements - 5
Facebook Impressions - 32
Engagements - 1
Twitter Impressions - 195
Engagements - 2
BPM – Social Post #2 - Performance
LinkedIn Impressions - 190
Engagements – 5
Facebook Impressions - 37
Engagements - 1
Twitter Impressions - 213
Engagements - 3
AE – Social Post #1 - Performance
LinkedIn Impressions - 268
Engagements - 2
Facebook Impressions – 31
Engagements – 2
Twitter Impressions - 214
Engagements - 5