buildright 2014
DESCRIPTION
Buildright Conference 2014TRANSCRIPT
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
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
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 - [email protected]
John Dursowww.CrosshatchCreative.com - [email protected]
Mike Russellwww.PivotalWriting.com - [email protected]
download slides at: http://www.slideshare.net/dandelmain/buildright2014