The evolution of the Internet has greatly influenced marketing strategies. In this presentation, we suggest that the web now represents a mature marketing ecosystem. Success comes not from applying the latest 'easy button' tool but, rather, from having the smartest strategy.

1. THE END OF THE
EASY BUTTON(HOW THE MATURATION OF
DIGITAL AFFECTS MARKETING
STRATEGIES)

2. A CONTENT CENTERED
APPROACH
Social
Social Amplifiers
& Listeners
Events
PPC
Paid Amplifiers
Website
Videos
Blogs
Portfolio/
Bios

3. Audit your existing strategy
• List all tools and tactics
• What kinds of content are you currently producing?
• How are you sharing and amplifying brand messaging?
• What do analytics for website and all social platforms tell
you?
• How is your business development platform supposed to
work? To what degree are you relying on traditional vs non-
traditional lead generation methods?
ASSESSMENT & AUDIENCE RESEARCH:
(Who are we currently reaching?)
TAKING STOCK 1

4. Internal Functionality: Is your friend or foe in your marketing efforts
• CMS Design: How easily is new content added?
• Are landing pages easy to make?
• Are SEO tools implemented?
• Meta tags?
• Friendly URL’s?
Visitor - facing functionality
• Is your site privatized according to marketing objectives?
• Is content easily downloadable and content forms filled out?
Conduct a thorough audit, to align with current goals and objectives
DIGITAL AUDIT

5. • Where are your clients and where do they
congregate on the web? LinkedIn? Twitter?
Instagram? Where?
• Who are the potential intermediaries to
them?
• Are there tools you can be using to identify
either clients or potential amplifiers of your
brand’s messaging?
• Don’t forget to use ‘Old School’ research
techniques - interviews and verbal out-
reach - to find clients
IDENTIFY POTENTIAL “TARGETS” FOR
MESSAGING CONTENT
TAKING STOCK 2

6. Social listening tools can allow you to find out who the Influencers in your vertical are,
what kinds of content they are producing or sharing.
Some of things social listening tools can do include:
• Conduct keyword and hashtag based searches on Social to see traffic vol-
umes and sources? (Buzzsumo)
• Test the value of potential content ideas by analyzing what content per-
forms best for any topic or competitor (Buzzsumo)
• Compare your social footprint with that of your competitors (Followerwonk)
• Harness advanced analytics tools to gain deeper access into your firm’s use
of Twitter and you competitors (Followerwonk)
• Find and connect with Influencers, using a wide range of research tools (all
3!)
SOCIAL LISTENING TOOLS CAN YOU
HELP YOU FIND YOUR AUDIENCE
followerwonk >>

7. Internal Functionality: Is the back end of your site friend or foe in your marketing efforts?
• CMS Design: How easily is new content added?
• Are landing pages easy to make?
• Are SEO tools implemented?
• Meta tags?
• Are URLS sensibly created by the CMS and SEO friendly?
• Are user profiles prioritized and configurable within the CMS? Can multiple parties add
content, with varying levels of access to site?
Visitor - facing functionality
• Is your site prioritized according to marketing objectives?
• Is content easily downloadable and content forms filled out?
Conduct a thorough audit, to align with current goals and objectives
PERFORM A DIGITAL AUDIT
TAKING STOCK 3

8. TAKING STOCK 3
NAUGHTY WEB BACKEND NICE WEB BACKEND

9. CASE STUDY
MICHELLE GALINDEZ
National Director of Marketing and
Communications at Syska Hennessy Group,
a 500+ professional MEP, ICT and Cx
systems engineering firm. With 17 offices
around the world, Syska Hennessy provides
a range of integrated engineering services
to commercial, institutional and public
clients.
Quotable: “Content creation, curation and
distribution forms a hub within our overall
marketing efforts.”
Syska Hennessy Group
1515 Broadway, 15th Floor,
New York, NY 10036
TEL: (212) 556-3390
CELL: (917) 969-6338
EMAIL: mgalindez@syska.com
www.syska.com

10. AT A GLANCE
Firm Summary
Syska Hennessy Group is a global, full-service MEP, information and communication
technology (ICT) and commissioning engineer for the government and commercial
sectors.
Who Their Clients Are
Clients types include building owners, architects, developers & government
representatives.
Challenge
In 2017, Syska Hennessy made significant changes to their in-house team.
Three positions were consolidated into one integrated role for communications
and marketing. The intent was to create an ‘agency’ model in-house, with tasks
segmented by channel (website, social media, database/crm.) As part of this
transition, the new team made several changes to marketing strategy, based on
audits.

11. FIXING WHAT’S BROKEN
Technical frustrations were expressed by staff regarding some of the marketing toolset.
Notably these included:
Website
• Backend was overhauled to support
easier content creation and analytics
tie-ins. End result includes easy
landing page creation, an end user
friendly press section, segmentation
of content by vertical, etc.
• Front end redesign will begin in 2019

12. CONTENT FOCUSED
Content ideas are fueled by PR initiatives & staff
members. The firm is selling expertise and seeks
to demonstrated their innovation through various
types of content.
VIDEO
ARTICLES/DOWNLOADABLE BROCHURES/OTHER WEB CONTENT
PHOTOS/
COPY SNIPPETS
(Heavily curated LinkedIn feed; links
to video & snippets. Video also used
in proposals.)
(Video promoted through organic
Insta channel; snippets and links)
(Concerted Insta effort sees five-
fold increase in follower count in
2018)
(Corporate LinkedIn account is
largest hub of Social. Curated and
themed, post frequency is approx.
2/day. Firm staff and principals are
encouraged to share; the size of firm
makes this form of amplification
significant.)
(Channel is themed according to
posts related to People, Community
Involvement, Current Events and
Firm Projects== .)

13. DAVID KOREN
Director of Marketing and Business Development
at Morris Adjmi Architects, a nationally
recognized, design driven firm in New York. With
approximately 70 design staff, MA is a mid-sized
firm with a celebrated portfolio.
Quotable: “I read a lot about trends in our
industry and article-based content marketing
gets talked about consistently. Yet it seems of
limited value in my world...”
Morris Adjmi Architects
60 Broad Street, 32nd Floor
New York, NY 10004
TEL: (646) 520-0633
EMAIL: dk@ma.com
www.ma.com
CASE STUDY

14. AT A GLANCE
Firm Summary
Morris Adjmi Architects is an ‘architects architecture & interiors firm.’ Known for the
high quality of their design work, as well as their instinct to take inspiration from
fine art (and include it within their design), the firm has no trouble getting ink. MA
creates both new and restored projects and are particularly well-known for spinning
innovative, modern elements into historic structures.
Who Their Clients Are
Clients include residential and commercial developers, hospitality entitities and
institutions.
Challenge
MA’s approach to marketing relies on traditional press and some digital
amplification. The firm - owing to the distinctiveness of their work - gets a lot of
publicity. This publicity is paired with art-related initiatives, which the firm either
sponsors or participates directly in.

15. PRESS & IMAGE FOCUSED
‘Content,’ as it were, consists largely of press
releases, press coverage and shared project
images on Social.
PRESS/EVENTS
WEB CONTENT
PHOTOS/
COPY SNIPPETS
(Press shared and amplified
through both Insta and LinkedIn)
(Concerted Insta effort sees five-
fold increase in follower count in
2018)
(Channel is themed according to
posts related to People, Projects,
Observations and Events. They use
branded post typologies.)
(The website itself hosts most
visual content)
(The firm reinforces its design-
forward reputation by sponsoring
and participating in art related
initiatives. They host exhibitions in
their office, as well...)

16. CASE STUDY
TOM WESTON
A boutique residential architecture firm in
suburban Philadelphia, MCA is a multiple
award-winning practice.
McIntyre Capron Architects
2318 South Street
Philadelphia, PA 19146
TEL: (646) 520-0633
EMAIL: dk@ma.com
www.ma.com

17. AT A GLANCE
Firm Summary
McIntyre Capron Architects is one of suburban Philadelphia’s best known traditional
residential architecture firms. A multiple award winner, the firm has designed
Philadelphia Magazine’s ‘Design Home’ five times.
Who Their Clients Are
Clients include homeowners and builders. Referrals come from real estate
professionals, builders and traditional word-of-mouth marketing.
Challenge
MCA’s market niche offers considerably different challenges than firms working
within a B2B business model. Although content is important, the direct to consumer
orientation of the firm affords opportunities to reach prospective clients through
paid media more effectively than B2B firms.

18. CONTENT & PAID
‘Content,’ consists of static content on website;
paid advertising and limited social presence on
Insta and Houzz.
PAID
WEB CONTENT
PROJECTS/
COPY SNIPPETS
(Channel is themed according to
posts related to People, Projects,
Observations and Events. They use
branded post typologies.)
(The website itself hosts most
visual content)
(Pay-per-click is managed
professionally and leverages the
reasonably inexpensive cost of PPC,
do to limited competition. PPC has
proven fruitful; generating 2 - 5
projects/year at a $1300 monthly
budget.)
(The lack of organic keyword competition
is driving the creation of sequenced blog
posts, intended to widen gographic scope
and highly keyword researched.)
(A curated, premium
Houzz account raises firm
awareness and generates
occasional leads.)

19. PPC TRENDS: GOOGLE AD REMARKETING
WHAT IS REMARKETING?
Think of Remarketing as a way to both amplify and
recycle your PPC advertising on the web. Basically, after
a Google ad drives traffic to your website, the source of
that traffic is then noted. As the user peruses the web,
your ad is served to them, repeatedly, as they visit other
sites running Google Ads.
HOW TO ACTIVATE GOOGLE AD REMARKETING?
(Easy to add)
After already advertising on google then add a piece of
google remarketing code to your website so visitors can
get added to your remarketing audiences

20. Remarketing keeps your brand front-and-center for an extended duration, even when the custom-
er is not thinking of making a purchase. This subtle increase in brand awareness ensures your
potential clients ‘don’t forget...’
• It allows you to stay connected with your target audience, even after they leave your
site
• You are gaining brand exposure and becoming more recognizable to your target audi-
ence, raising trust and making them more likely to purchase from you
• Remarketing ads have much higher click through rates than typical display ads
• You will see better conversion rates when you start to combine remarketing cam-
paigns with additional targeting methods, such as targeting by demographics
WHY IS REMARKETING SO IMPORTANT?
(How it will increase your revenue)

21. PPC TRENDS: MACHINE LEARNING & PPC
WHAT IS MACHINE LEARNING?
Machine learning is the modern philosophy and associ-
ated technologies which allow machines to ‘think on
their own.’ It’s an idea associated with Big Data, which
basically states that huge amounts of data, when sup-
plied to well-designed and high resource bandwidth
machines, can yield insight and strategy from the ma-
chine itself.
HOW IS IT RELEVANT TO PAID ADVERTISING?
Machine learning is being implemented in all major
paid search environments such as Google Ads, Face-
book Ads and others. Google Ads, for instance, uses MI
to refine the scope and targeting of advertising and can
adjust targets, spend, geographic parameters, etc. Au-
tomatically. During the first few weeks of an ad spend,
MI is particularly instructive.

22. SEO TRENDS: WHAT ABOUT ORGANIC SEO?
WHERE HATH THOU GONE, EASY BUTTON?
Although the days of writing keyword-stuffed copy and watching the traffic roll in are
long gone, AEC marketing was never really ‘about that’ anyway. These days, the fun-
damentals of SEO are still VERY important. Quick questions to ask are:
SEO 2.0?
In many ways, organic SEO has evolved into content-based marketing. Remember, con-
tent marketing came along as a trend when easier means of getting traffic (like key-
word stuffing) ceased working. Although content marketing has additional advantages
- the ability to demonstrate thought leadership, for example - it is still used for traffic
generation.
Link building is one part of traditional organic SEO which is still exceedingly beneficial
within a conent marketing workflow. Combined sometimes with PR efforts, link building
can be the SEO tactic that makes your content initiatives especially successful.
• Is your website responsive and fully-mobile compli-
ant? Should you consider AMP?
• Do pages load quickly? Are images properly com-
pressed?
• Have all basic organic keyword-related needs been
addressed? All Meta tags correctly written, from
the standpoint of research and attention-grabbing
‘calls to action?’

23. DOING SOCIAL RIGHT
Authenticity Emotion Connectivity

24. • To increase traffic to the company’s website
• To bolster brand awareness
• To fuel qualified lead generation
• To foster sign-ups / build database
• To fill open positions
• To offer a glimpse at company culture/belief
system (story telling)
• To emerge as an expert or thought leader on
a specific niche topic
• To check out your competition
WHY TO DO IT

25. 5 HACKS FOR A/E/C MARKETING PROS

26. Heading into Q1/19 , think about ways that marketing can proactively
support your firm’s biz dev goals by reaching, engaging and nurturing
prospects before the RFP is issued AND after a client is landed.
1.PROPOSALS, PROJECTS AND PURSUITS ARE PASSE ON PLATFORMS

27. The new year is a great time to stop doing what you shouldn’t be
doing, even if your firm has been doing it for a long time. IOW put your
marketing plan on a healthy diet.
The truth is, most firms need to lose some tactical fat before they
can build strategic muscle. Where is your firm wasting money?
Money that could be used for digital marketing!
2.PUT PUFFERY PRACTICES ON A PELETON

28. A/E/C firms are famous for not having a marketing plan in place. Smart
marketers know that creating a campaign or campaigns with legs is key
to maintaining engagement on social platforms.
So scrap the to-do list and opt for an adult version. Create a social
marketing plan that speaks to long term desires and find away to get
buy-in from management.
3.CAMPAIGNS ARE COHESION FOR COMPETENT CONTENT CREATORS

29. Buddy up with your HR Department. Why? They need you. Raise your hand
if attracting and retaining top talent isn’t a priority for your firm.
Help them win the talent war and be an overnight hero.
Whether it’s understanding what platform to use, when and how…or
showing them tools to use on Indeed, help cultivate a culture of tech love
throughout departments and business units. Explain why an investment
in LinkedIn could have a higher ROI than more traditional methods of
attracting good people.
4.TEMPT TOP TALENT WITH TRIALS

30. Social media is a breeding ground for trolls. A hater’s gonna hate hate hate
your company’s achievements, whitepapers, wins and wisdom.
Smart marketers know that it’s critical to invest in tools that monitor online
reputation. Today’s tools make it possible to listen and respond to less than
desirable threads. Ignoring them is not a great idea. This includes monitoring
articles that have been written which feature “comments below.”
5.PERUSE, POLICE AND PREPARE PR

31. LinkedIn is where B2B firms are seeing the most results.
Currently, LinkedIn has more than 250 million ACTIVE
members worldwide. It’s rated by B2B content marketers as
the most effective social media and research has found that
80% of B2B social media leads come from LinkedIn.
Senior-level clients that claim “don’t use social media” can
most definitely be found on LinkedIn.
The business nature of the platform and the ability to reach
your target audience means LinkedIn should be a cornerstone
of you’re A/E/C firm’s social media efforts.
LinkedIn provides huge possibilities for engagement,
including company page updates, personal publishing and
groups.
Pro tip: Leverage this platform to promote thought leadership
and content marketing, NOT just as a megaphone for firm
awards and other accolades.
LINKEDIN
TOP 3 PLATFORMS
OVER 4,500 FOLLOWERS

32. For A/E/C firms, consider Twitter the virtual newsroom of
social media platforms. It’s real-time, news-oriented and
second only to LinkedIn in terms of effectiveness as rated
by B2B marketers. Twitter currently has 305 million active
users and is a helpful channel for connecting with industry
influencers, reporters, publications, associations, teaming
partners, prospective employees, as well as clients and
prospects.
Due to the real-time nature of the platform, frequency of use
should be higher than other platforms. With Twitter, its best
to follow the 4-1-1 rule of social media:
• One self-serving, news-oriented tweet
• One thought leadership-oriented tweet
• Four tweets that point to other industry influencer
content such as articles from ENR, Building Design &
Construction, Wall Street Journal, etc.
Additionally, research from Buffer found that tweets that
include an image receive 18% more clicks, 89% more
favorites and 150% more retweets.
TWITTER
OVER 31,2K FOLLOWERS

33. Follow heroes and legends. Comment on and share their posts. What are they talking
about? (We have a fancy word for this practice, in our industry. What we used to call
‘common sense’ is now called ‘Influencer Marketing...)
Befriend these folks so future asks don’t seem so “out of nowhere. (Guest blogging
opportunities/Podcast invites).
Find out what topics and trends are worthy of being the basis of your content. Search
relevant hashtags (especially from industry conferences),
ENGAGE WITH YOUR HEROS, CLIENTS & PROSPECTS

34. Instagram is a growing platform for B2B social media
marketing, with 60% of marketers planning to increase
usage in 2019.
A/E/C firms who substantially invest time and resources in
photography to tell their client’s stories and showcase the
interesting work they’re doing might find Instagram to be a
great platform.
Similar to Twitter, Instagram is real-time (for now), leverages
hashtags and relies on quick hitting messages to accompany
photos or videos.
Forget about pretty pictures...disrupt Instagram with a new
idea. Solicit the help of influencers (including staff). Think
about themes January: Wood February: Outside In March:
Green Building Materials.
INSTAGRAM
OVER 68,1K FOLLOWERS

35. STAFF FOSTERING AWARENESS
INSPIRATIONAL POSTS
VOLUNTEER MENTORING

36. COOL ARCHITECTURE
INSPIRATIONAL POSTS
DEVELOPMENT OF BUILDINGS

37. • Can’t get buy-in? Show the senior people what your
competitors are doing on various platforms. Share follower,
like and share counts.
• Remember that you may be the only one who cares. Stop
bragging. No big checks. No trophies. No awards. Say it in
a different way.
• Practice what you preach. If you say you’re about creating
a more culturally diverse company, show it…authentically.
SHOW IT, DON’T TELL IT.
• Capitalize on trending hashtags.
• Police company social media policy. Adam in accounting
may just be the reason that you didn’t win that last RFP.
• Create a content plan for 2019. Don’t know how? Find a
mentor, hire a firm or follow others in your field who are
doing a great job. Ask YouTube!
• Behind the Scenes and Spoiler Alerts still mater. Show how
your team is upping the aunty on safety regulations in a
fresh, new way.
7 FAST TAKEAWAYS
THE AVERAGE CEO HAS OVER 930 CONNECTIONS ON LINKEDIN.
ASK FOR ACCESS!

38. Thank You!
STAY IN TOUCH
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@Daaveey