My presentation from the 2016 SMPS Pacific Regional Conference that was held in Palm Springs, CA in February. Discusses digital touchpoints, analysis of digital communications, and actionable items for firms just starting out.
10. 90% of users listen to recommendations shared
from friends.
Clicks from shared content are 5 times more likely
to result in a purchase.
Voltier Digital (2012)
11. Demand Metric (2013)
Per dollar spent, content marketing generates
approximately 3 times as many leads as traditional
marketing.
12. People want to be in control of the content they
receive:
⢠86% of people skip TV commercials
⢠44% of direct mail is never opened
⢠91% of email users have unsubscribed from
a company email they previously opted into
Content Marketing Institute (2012)
16. Sessions
% New
Sessions
New Users Bounce Rate Pages / Session
Avg. Session
Duration
8,522
% of Total:
65.95%
(12,922)
64.80%
Site Avg:
67.92%
(-4.60%)
5,522
% of Total:
62.91%
(8,777)
47.96%
Site Avg:
48.67%
(-1.46%)
2.85
Site Avg:
2.79
(2.16%)
00:02:33
Site Avg:
00:02:35
(-1.22%)
17. Acquisition
State New Users
# of customer
locations
Region
Economy Strength (#of new
construction jobs)
Ranking of new
construction jobs
Rank within
region
Florida 331(4.98%) 11 E 38,900 1 1
Texas 1,433(21.58%) 21 C 38,500 2 1
California 791(11.91%) 16 W 34,300 3 1
Illinois 242(3.64%) 8 C 14,800 4 2
Colorado 162(2.44%) 6 W 9,000 7 2
North Carolina 169(2.54%) 12 E 7,200 10 2
Washington 125(1.88%) 5 W 9,900 6 3
Georgia 245(3.69%) 8 E 8,500 8 3
Michigan 255(3.84%) 8 C 4,300 18 3
Utah 37(0.56%) 0 W 11,000 5 4
Minnesota 92(1.39%) 4 C 7,400 9 4
Tennessee 91(1.37%) 8 E 6,700 12 4
New York 242(3.64%) 4 E 5,600 13 5
Indiana 111(1.67%) 7 C 3,500 21 5
Nevada 72(1.08%) 5 W 2,100 26 5
18. 57.4% of B2B businesses say SEO has the biggest
impact on lead generation goals.
MDG Advertising (2013)
21. Sales trips
Construction hot spots
Event planning
Event ROI
Relevant content
Social media traffic
Effect of sponsorships
Sales process
Focus on warm leads
Qualify prospects
Tailored presentations
Regional approach
References
Publications
27. 1. Know your company objectives
2. Build marketing campaigns around objectives
3. What does success look like?
4. Quantify success (KPIs)
5. Put campaign into action
6. Track data on a consistent basis
7. Schedule team communication/collaboration on
results/activities
8. Improve
30. Objective:
Track traffic on new careers page
Marketing campaign:
Work with web designer to get new page updated and
promote positions on social media
Success?:
See traffic increase on careers page
KPIs:
Set goals in Google Analytics to track conversions
31. Campaign Action:
Get careers page live at the beginning of 2016
Track Data:
4 weeks between meetings
Team Effort:
Visit with web designer and setup goals in Google Analytics
Improve:
Create marketing campaigns for specific positions
32.
33. Outcome:
⢠Saw a lot of traffic coming in from LinkedIn.
⢠Able to see which positions are getting more notice.
⢠Will work with HR to combine the data from applicants with
the data from Google Analytics to get a good idea of how
ideal candidates are finding the positions.
âThere is so much to explore in the analytics! Iâm excited to
see what happens long term and how we can use this
analytical thought process on other initiatives like our email
campaigns.â
35. Objective:
Quality new hires for hard to fill positions: estimator and Sr.
Superintendent
Marketing campaign:
Promote senior level positions on social media
Success?:
Fill positions within 2 months and repeatable campaign
KPIs:
Set goals in Google Analytics to track conversions
36. Campaign Action:
Posted regularly to LinkedIn, Twitter, and Facebook
Track Data:
9 weeks between meetings
Team Effort:
Visit with HR to show results of campaign
Improve:
Create a HR + marketing approach to fill positions
37. April 15
Twitter 192 followers 317 following
Facebook 217 likes
LinkedIn 536 followers
June 17
Twitter 212 followers 321 following +20 (9.4%)
Facebook 222 likes +5 (2.3%)
LinkedIn 601 followers +65 (10.8%)
38. Outcome (as of June 2015):
⢠Website is not updating outside of companyâs servers.
⢠Traffic increase from Twitter and LinkedIn for careers page but
high bounce rate.
⢠Will use analytics for future KPIs.
âEach department has been tasked with creating and tracking
KPIs as they relate to company objectives. Seeing what can be
done with analytics has opened up the door for what we can
track on the marketing side beyond proposals.â
39. Outcome (as of January 2016):
⢠Website is updating outside of companyâs servers.
⢠Weekly review of analytics and tracking trends.
⢠Setting up new goals in Google Analytics.
January 31
Twitter 268 followers 472 following +56 (26.4%)
Facebook 270 likes +48 (21.6%)
LinkedIn 969 followers +368 (61.2%)
41. Objective:
Drive website traffic around two newsletters
Update content where needed/relevant
Marketing campaign:
Send out newsletters on routine basis
Success?:
Traffic on website increases
KPIs:
Set goals in Google Analytics to track conversions
Track Mail Chimp analytics
42. Campaign Action:
Emailed to a targeted list
Track Data:
9 weeks between meetings
Team Effort:
Content creation by staff and routine check of analytics
Improve:
Build on top of hot topics in newsletters and promote content
beyond email blasts
Update content on site that appeals to traffic
43.
44.
45.
46.
47. Outcome (as of June 2015):
⢠Team meeting on a monthly basis to review analytics.
⢠Discuss website updates that are supported by analytics.
⢠Explore marketing opportunities with training center.
âSeeing this information has totally validated all of the time
we have put into our initiatives.â
48. Outcome (as of January 2016):
⢠Monthly track and analyze:
â Audience overview
â Queries
â Referral traffic
â Pages
â Channels
â Device type
â Locations
â Goal completions
⢠Seen major traffic to the site when news updates are posted
⢠LinkedIn referrals are significant, so will continue to robustly use
that platform
49. Outcome (as of January 2016):
⢠Also provide a quarterly summary with suggested action steps,
such as (From Q3 2015):
â More robust content on Safety Consulting page, as itâs a heavily searched
topic; also more safety consulting mentions throughout website copy
â Updating HR on best recruiting-focused sites for visitors
â Add more vides to specific pages as they are developed â brings traffic in
â Pages or content to remove
â Focus on responsive design in very near future, as percentage for mobile
and tablet are slowly increasing
⢠Tracked several email marketing campaigns
â An event campaign brought 140 first-time visitors to the site
â The last of a four-part campaign in 2015 brought more than 60% of its page
views in new visitors
â A once-and-done regulatory update email brought 38 new users
50. âNow that we have our feet under us with ongoing analysis of
the analytics, weâre planning to create a quarterly brief that
shares select data with higher-level leadership, highlighting
changes that will or have been made. â
61. Scenario 1a:
Industry event: American Society for Healthcare Engineering
Co-worker attends: Project Manager
Write recap article (include 2 quotes)
24 hours to turn in article
What do you do with the article and why?
Company objective: Increase win rate of integrated projects in healthcare market
63. Scenario 2:
You attend SMPS Pacific Regional Conference
Write recap article (include 2 quotes)
24 hours to turn in article
What do you do with the article and why?
Objective: Increase company recognition and be a thought leader in industry
We combine our analytics from our website, number of customer locations, our sales regions, and number of new jobs as reported by U.S. labor reports. We then rank those states based on this data. This helps our sales team pinpoint âlow hanging fruitâ in our opportunity pipeline.
This is Googleâs PageRank algorithm. It is the first algorithm that they developed for SEO rankings. I show this simply to say do not try to game the system. Search engine optimization is using several algorithms and they are becoming more refined each year. The best way to increase SEO is to have robust marketing content on valid digital platforms that connect to each other.
Algorithms are making sure the digital platform is as authentic as possible. Donât piss them off.
Setup goals for each specific position to track how those people are using the site to find the positions (their digital road map)
Posted careers page in LinkedIn and Facebook (did not promote individual positions)
This ended up getting âbackburnered" by me because of proposal deadlines :-( but they are currently working to try and see what the issue is⌠I found out also, since we last spoke, that I am not seeing any of the updates on the mobile version although of course I see them on my desktop. Â
Not a lot of website traffic
Making improvements to site internally & updating content
Their âFocus on Fundingâ newsletter is sent to contacts in municipalities/townships and project owners.
Their open rate and click rate are above industry average.
By doing a reverse goal path in Google Analytics we can see how people are finding their newsletter links. A good rule of thumb is âless than 3 clicksâ. If you are wanting to drive your audience to a specific piece of information on your website you want them to get there in under three clicks of a mouse button. Sometimes that means putting a special âcall to actionâ button on a page that gets heavy traffic.
Being able to see the click report is a great tool. Their call to action is âRead this monthâs Safety Netâ button. Which leads to the newsletter link. My company has similar call to action buttons on our e-blasts and we have tested out different colors to see if it drives more traffic to that button. Spoiler alert: it does.
We also looked at the sites that were linking to their website. And what we are looking for is a low bounce rate and a high average session duration. And, again, since we are focusing on driving traffic around our newsletters we have sorted this chart by number of goal completions on the right side of the chart. *click*
As you can see, the No. 3 referral website had 5 sessions, a very low bounce rate of 40%, and spent over 7 minutes on the site. As it turns out, this is a company that would hire Rettew staff to lead their training classes. It may be worthwhile to do joint marketing events with this company if the goal completions increase.
I posted this on July 27th. Within a day, it had 112 views. This has NOTHING to do with what my company does. I didnât write about software, technology, preconstruction, estimating, integrated project delivery ⌠NOTHING.
However, my company page had a spike in unique visitors following that post. I show this not to tout my LinkedIn post but to show how influential an individualâs network can benefit your companyâs brand.