Turning strangers into clients For Architects May 7, 2015 2pm 3:30pm Introduction & Agenda
Agenda Social media isn't out of the box marketing. It never was. Adapt it to traditional sales and marketing best practices and you will get further ahead: 1. Your social media marketing goals 2. A conceptual framework 3. Examples and ideas that employ these principles Introduction & Agenda 3 Your Goals
Your goals Without specific goals for your social media marketing you set yourself up for endless meandering. Your goals 5 Social Media Marketing Goals There isn't just one universal goal. Decide what your priority is: 1. Expand reach to desired growth market or referral market 2. Generate traffic to website or blog 3. Find talented candidates to recruit 4. Establish partnerships 5. Generate media coverage 6. Build a reputation for your firm, yourself or your team 7. Generate awareness of your firm, yourself or your team 8. Stay up to date on trends 9. Seek feedback 10.Study competitive set or target audience Goals 6
Conceptual Framework Conceptual Framework OFFLINE Identify niche market, point of difference and audience ONLINE Develop your unique and valued priority messages for use across marketing materials Develop communication strategy & apply it Reach out with targeted, value added messaging Use creative, clear & compelling titles / descriptions. Integrate positioning & voice in all social media & blog updates Post insightful discussions, articles, videos and comments on social media and blogregularly Directories, events, network Who do you know that knows them Identify list of specific prospects & referrers Locate them Directories, articles, professional bodies, groups Websites, social media, blogs, media Advertising, direct mail, seminars, subscribe to & send newsletters, events, join & give seminars, email, call NO Bond with them Offer consultation YES Read, watch, learn, follow, subscribe to & send newsletters, connect, message, join & give webinars, skype NO NO Submit proposal Fulfill contract YES
MARKETING IMPACT = REACH x FREQUENCY x RELEVANCY Examples and Ideas
Conceptual Framework OFFLINE Identify niche market, point of difference and audience ONLINE Develop your unique and valued priority messages for use across marketing materials Develop communication strategy & apply it Reach out with targeted, value added messaging Use creative, clear & compelling titles / descriptions. Integrate positioning & voice in all social media & blog updates Post insightful discussions, articles, videos and comments on social media and blogregularly Directories, events, network Who do you know that knows them Identify list of specific prospects & referrers Locate them Directories, articles, professional bodies, groups Websites, social media, blogs, media Advertising, direct mail, seminars, subscribe to & send newsletters, events, join & give seminars, email, call NO Bond with them Offer consultation YES Read, watch, learn, follow, subscribe to & send newsletters, connect, message, join & give webinars, skype NO NO Submit proposal Fulfill contract YES
Conceptual Framework OFFLINE Identify niche market, point of difference and audience ONLINE Develop your unique and valued priority messages for use across marketing materials Develop communication strategy & apply it Reach out with targeted, value added messaging Use creative, clear & compelling titles / descriptions. Integrate positioning & voice in all social media & blog updates Post insightful discussions, articles, videos and comments on social media and blogregularly Directories, events, network Who do you know that knows them Identify list of specific prospects & referrers Locate them Directories, articles, professional bodies, groups Websites, social media, blogs, media Advertising, direct mail, seminars, subscribe to & send newsletters, events, join & give seminars, email, call NO Bond with them Offer consultation YES Read, watch, learn, follow, subscribe to & send newsletters, connect, message, join & give webinars, skype NO NO Submit proposal Fulfill contract YES
Conceptual Framework OFFLINE Identify niche market, point of difference and audience ONLINE Develop your unique and valued priority messages for use across marketing materials Develop communication strategy & apply it Reach out with targeted, value added messaging Use creative, clear & compelling titles / descriptions. Integrate positioning & voice in all social media & blog updates Post insightful discussions, articles, videos and comments on social media and blogregularly Directories, events, network Who do you know that knows them Identify list of specific prospects & referrers Locate them Directories, articles, professional bodies, groups Websites, social media, blogs, media Advertising, direct mail, seminars, subscribe to & send newsletters, events, join & give seminars, email, call NO Bond with them Offer consultation YES Read, watch, learn, follow, subscribe to & send newsletters, connect, message, join & give webinars, skype NO NO Submit proposal Fulfill contract YES
Conceptual Framework OFFLINE Identify niche market, point of difference and audience ONLINE Develop your unique and valued priority messages for use across marketing materials Develop communication strategy & apply it Reach out with targeted, value added messaging Use creative, clear & compelling titles / descriptions. Integrate positioning & voice in all social media & blog updates Post insightful discussions, articles, videos and comments on social media and blogregularly Directories, events, network Who do you know that knows them Identify list of specific prospects & referrers Locate them Directories, articles, professional bodies, groups Websites, social media, blogs, media Advertising, direct mail, seminars, subscribe to & send newsletters, events, join & give seminars, email, call NO Bond with them Offer consultation YES Read, watch, learn, follow, subscribe to & send newsletters, connect, message, join & give webinars, skype NO NO Submit proposal Fulfill contract YES
Interior design Cycling Toronto business community Books Develop connections where you have common ground and they are likely to spill over into your business.
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