Why it is important to have a marketing strategy • The 8 pillars of digital marketing • The 6-step process of online marketing • Which techniques make sense for architects • How you can integrate digital marketing techniques •
Reach a large audience • Target and connect with potential clients • Automize your business development • Build your brand online • Become an authority in your market •
Website Email • • Content Lead Generation • • Search (SEO) Analytics • • Social Media Paid Ads • •
Develop Create Generate Generate Convert Track Strategy Website Traffic Leads Leads Metrics What are Create a Create quality Use lead Segment Analytic tools • • • • • • your goals? modern content magnets leads website Traffic • Who are your Onsite SEO Collect email Email statistics • • • • ideal clients? Responsive addresses marketing • design Social Media system Evaluate, • • Who will marketing (Run PPC iterate, adapt • • implement Easy to campaigns) Follow-up • • the necessary navigate strategy to-dos?
Showcase projects • Explain project ideas • Describe work process • Establish thought leadership • Build a brand •
Stay consistent, day to day • Focus on a few core marketing strategies • Focus on 1-3 content distribution channels • Have a content calendar in place • Know your metrics and conversion rates •
Clear structure • Mobile responsive • SSL certificate • Create a blog section • Integrate email opt-in forms • Use clear call-to-actions •
Consumer time today starts online • Content demonstrates expertise • Content turns cold leads into warm ones • Content gets shared and promoted •
Only publish images of projects • Not relevant content • Stop publishing at one point • No opt-in or newsletter feature • Don’t think beyond the content • > no overall strategy
Relevant topics for your audience • Create content clusters • Use multiple content formats • Create relevant lead magnets • Have a follow up strategy •
Focus on relevant channels • Post with your audience in mind • Messaging should fit to your strategy • Consistency and quality is key • Use automation and scheduling tools •
“Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's service.” STRANGER Customer Journey Marketing Funnel CLIENT
Cold Leads TOFU Awareness Warm Leads MOFU Consideration Hot Leads BOFU Decision Clients
Website Social media Blog articles Video content Traffic Project posts Newsletter Generation Value offers Lead Useful resources Educational content Generation Email follow-up series Free consultation Lead Video call Nurturing Project/ Client Client Acquisition
Set of automated, pre-written emails • Build and nurture relationships • Provide value for your subscribers • Use different email types in your sequence • Set up with an email marketing service •
• Your conversion rate is the number of conversions divided by the total number of visitors. • Conversion Rate = (Number of Conversions / Number of Visits) x 100 • For example, if a website receives 1,000 visitors in a month and 50 people are buying a product, the conversion rate would be 50 divided by 1,000 … so it would be 5%.
Conversion goal: Email subscribers • 150 email list subscribers / month • 5,000 people visited your website / month • Conversion rate: (150/5,000) x 100 = 3.00% • Conversion goal: Free consultation call • 10 people book a free consultation call • Email follow-up message was sent to 500 subscribers • Conversion rate: (10/500) x 100 = 2.00% •
Measure the performance • What is a good conversion rate? • 1% - 3% = typical • 5% - 10% = very good • Identify areas for improvement • Helps you make strategic decisions •
Website Structure • Content Creation Process • Content & Social Media Schedule • Core Email Sequence • Conversion Rate Tracking • Daily Marketing System •
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