BuildRight 2014

Online Marketing for Offline Sales

Mike Russell - John Durso - Dan DelMain

Audience

Website

Social Media

Who is your audience?

• Whose attention do you want?o Whose attention don’t you want?

• Why bother?o Leverages your marketing.

• Insufficient: “People who need buildings.”o Specificity = success

WhoDo

Who Do

Decision Makers

Resource Holders

Obstacles/Friction

Supporters

Read their minds.

In relation to your business, what does each of your audiences:

• Think?

• Feel?

• Say?

• Hear?

Audience

Website

Social Media

Crosshatch Creative

Great, you know your audience!

Now what?

What is the purpose of your site?

• To look pretty

• To provide extensive info about your company

• To facilitate sales

• To capture leads

Understanding Conversions

A conversion is when an anonymous visitor offers their information, becoming an identified lead. Examples:

• Blog/newsletter subscription

• Follow on social media

• Whitepaper download

• On-site inquiry form submission*

Why focus on conversion?

• Helps reinforce or correct audience understanding

• Effectively lowers the cost of advertising, permanently

3 Critical Elements

1. Design

2. Browsability

3. Prominent CTAs (calls-to-action)

Site Audits

http://www.wdc-construction.com/

http://pdxcs.com/

DIY Site Audit

1. Compare your design with that of your competitors

2. Go through each page and ask, “Is it clear what the visitor should do next?”

3. Give 5 people who have never visited your site a task to complete, then ask about their experience

Audience

Website

Social Media

Social Media for the Build Industry

Major Road Blocks of Social Media

source: www.ragan.com/Main/Articles/Infographic_An_inside_look_at_companies_social_med_46502.aspx

What are the Goals of Social Media?

source: www.ragan.com/Main/Articles/Infographic_An_inside_look_at_companies_social_med_46502.aspx

Facebook

1) number of ‘likes’ vs ‘talking about you’ (higher ratio = greater reach)

2) 70 / 30 Rule (community vs. me)

3) posting frequency & times of day

(stick to a schedule)

Facebook: Bonus

use Facebook Insights to learn what’s working / what isn’t

LinkedIn

1) build a professional network

(referral partners - search HBA)

2) establish yourself as an

industry expert (on personal level)

3) recruitment tool

(candidates are more transparent)

LinkedIn: Bonus

use LinkedIn Showcase pages

to show off various products and

services

Houzz

1) user demographics (affluent customer base)

2) search engine hybrid (hint of SEO)

3) brand reputation (user reviews)

Houzz: Bonus

turn an ideabook into a blog post for Search Engine Optimization benefits

Full Circle

Make marketing decisions based on what you know about your audience.

Build a site that compels your target audience to engage.

Social Networks to pay attention to. How will you grow your brand?

Thanks!

Dan Delmainwww.delmainanalytics.com - dan@delmainanalytics.com

John Dursowww.CrosshatchCreative.com - john@crosshatchcreative.com

Mike Russellwww.PivotalWriting.com - mike@pivotalwriting.com

download slides at: http://www.slideshare.net/dandelmain/buildright2014