Marketing professional services in today’s world requires a healthy online community. But what happens when your website, marketing materials and social media presence aren’t in full health? When your firm’s online community shows symptoms of failure? Common marketing issues can easily masquerade as “website” problems. This session will help infuse your marketing strategy through your website, and develop tactics to build an online business development machine. We will equip your firm with the tools, tactics and tips to assess the vitality of your online community, and the strategy to move your marketing forward. Studies show that the majority of people conduct research online – so your clients and colleagues are just a click away. Yet how can you capture and convert that online traffic to actual interest in working with your firm? Join this presentation as we share the latest cutting-edge trends for social media and other online marketing approaches. A successful architecture, engineering or construction firm needs a website that will function as an online business development machine. It needs to support your firm’s overall marketing strategy. In this highly interactive session, we will help your firm treat – or prevent – the “marketing emergency” that may be plaguing your efforts. Participants will leave with a list of the top online tools that marketers can use to better diagnose and score their online presence. Attendees will discover marketing metrics to track online activity, and free tools that will help get you started. Everyone will get a roadmap to “self-diagnose” their state of online health, and assess areas most needing improvement. We will discuss progressive trends, conversion strategies for online marketing, and other concepts that will protect the vitality of your website and online community. Through a series of three segments, we will help your team diagnose, treat, and fine-tune an online presence that not only supports your marketing efforts, but propels your firm forward. Attendees will participate in two dynamic breakout sessions, and a question and answer session at the end of the presentation. Part one will present the most common website emergencies, discuss why they are so prevalent and diagnose the common causes. We will help your team avoid marketing malpractice and identify necessary strategy in your online communities. Assess unhealthy habits of your online activity, such as content issues, lead generation, statistics, and drip marketing. We will point out root pains that may be symptoms of bigger marketing

1. A/E/C
Website Emergency
The secrets to creating an online
business development machine
Josh Miles–Miles Design
Taryn Erickson–Trindera Engineering

2. About Taryn Erickson:
A social media strategist and A/E/C
marketing specialist.
Business Development Director
Trindera Engineering, an electrical consulting
firm based in the Pacific NW.
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3. About Josh Miles:
Founder of Miles Design, specializing in
branding and strategy for professional
services.
Entrepreneur, speaker, and author of
“Bold Brand: The new rules for differentiating,
branding, and marketing your professional
services firm.
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4. It’s a conversation!
- Please ask questions!
- Keep it interactive
- Tell us your challenges & successes!
- Tweet along!
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5. capabilities
TIMELINE
blogging
wordpress social
budget content
content management systems
DESIGN
photography
Lead Gen SEO
audience
Mobile
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6. Website
Emergency!
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7. Everybody
Lies.
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8. Malpractice:
Prescription without diagnosis
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9. Where does
it hurt?
Diagnosing the root pains
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10. Unhealthy
Habits!
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11. Unhealthy Habits: Content
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12. Unhealthy Habits: Content
- Too much about YOU
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13. Unhealthy Habits: Content
- Too much about YOU
- Valuable content
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14. 1. Who is visiting our site?
2. What is valuable to them?
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15. Unhealthy Habits: Content
- Too much about YOU
- Valuable content
- Quality of content
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16. Hello?
...Katie?
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17. Unhealthy Habits: Content
- Too much about YOU
- Valuable content
- Quality of content
- Updated & current
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18. Unhealthy Habits: Design
- Experience
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19. Responsive:
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20. Unhealthy Habits: Design
- Experience
- What should I do?
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21. Group
Therapy:
Discuss and share!
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22. Unhealthy Habits: Design
- Experience
- What should I do?
- Visual Hierarchy
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23. Unhealthy Habits: Lead Gen
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24. Unhealthy Habits: Lead Gen
- Marketing Automation
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25. Unhealthy Habits: Lead Gen
- Marketing Automation
- Start Small
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26. Unhealthy Habits: Tracking
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27. Unhealthy Habits: Tracking
- Know your numbers
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28. Unhealthy Habits: Tracking
- Know your numbers
- Automate reporting
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29. Unhealthy Habits: Social
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30. Unhealthy Habits: Social
- SEO benefits
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31. Unhealthy Habits: Social
- SEO benefits
- Avoid social notworking
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32. Unhealthy Habits: Social
- SEO benefits
- Avoid social notworking
- Institution vs. Person
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33. Unhealthy Habits: Social
- SEO benefits
- Avoid social notworking
- Institution vs. Person
- Not just promotion!
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34. Group
Therapy:
Discuss and share!
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35. Stick with
the Diet…
How to develop a content
marketing strategy that sticks.
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36. Focus Group:
Hotseat a volunteer and prescribe
potential courses of treatment.
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37. Courses of
Treatment
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38. Prescribing
A Culture:
Thought Leadership and Blogging
And how to align your team.
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39. Walking in
Health:
Your roadmap to fresh marketing
that stays well year-round!
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40. In-Home
Care:
What you can do after SMPS 12?
MilesDesign.com/SMPS2012
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41. Q&A:
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42. Thank you!
Josh Miles Taryn Erickson
milesdesign.com trindera.com
@joshmiles @Taryn44
http://www.slideshare.net/milesdesign
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43. Get the Book!
2:45-3:10 at the SMPS
Bookstore located
in the Networking Pavilion,
Pacific (Lower Level 1)
BoldBrand.com
discount code: SMPS2012
// branding for professional services.