Buildright Conference 2014

1. Online Marketing for
Offline Sales
Mike Russell - John Durso - Dan DelMain

2. Audience
Website
Social Media

3. 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

4. WhoDo
Who Do
Decision Makers
Resource Holders
Obstacles/Friction
Supporters

5. Read their minds.
In relation to your business, what does each of
your audiences:
• Think?
• Feel?
• Say?
• Hear?

6. Audience
Website
Social Media

7. Crosshatch Creative
Great, you know your audience!
Now what?

8. What is the purpose of your site?
• To look pretty
• To provide extensive info about your
company
• To facilitate sales
• To capture leads

9. 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*

10. Why focus on conversion?
• Helps reinforce or correct audience
understanding
• Effectively lowers the cost of advertising,
permanently

11. 3 Critical Elements
1. Design
2. Browsability
3. Prominent CTAs (calls-to-action)

12. Site Audits
http://www.wdc-construction.com/
http://pdxcs.com/

14. 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

15. Audience
Website
Social Media

16. Social Media for the Build Industry

17. Major Road Blocks of Social Media
source: www.ragan.com/Main/Articles/Infographic_An_inside_look_at_companies_social_med_46502.aspx

18. What are the Goals of Social Media?
source: www.ragan.com/Main/Articles/Infographic_An_inside_look_at_companies_social_med_46502.aspx

19. 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)

20. Facebook: Bonus
use Facebook Insights to learn what’s working / what isn’t

21. 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)

22. LinkedIn: Bonus
use LinkedIn Showcase pages
to show off various products and
services

23. Houzz
1) user demographics (affluent customer base)
2) search engine hybrid (hint of SEO)
3) brand reputation (user reviews)

24. Houzz: Bonus
turn an ideabook into a blog post for Search Engine Optimization benefits

25. 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?

26. Thanks!
Dan Delmain
www.delmainanalytics.com - dan@delmainanalytics.com
John Durso
www.CrosshatchCreative.com - john@crosshatchcreative.com
Mike Russell
www.PivotalWriting.com - mike@pivotalwriting.com
download slides at: http://www.slideshare.net/dandelmain/buildright2014