Branding and Marketing for Professional Services Firms

WHAT IS MARKETING AUTOMATION?Why Should I Care?

In order to survive in today’s competitive marketplace, AEC firms must adapt.

What?

Why?

When?

Where?

How much?

The Pitch

Agenda1

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3

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What?

• Email Marketing• Landing Pages• Marketing Programs• Campaign Management• Lead Generation• Lead Scoring• Lead Management

• CRM Integration• Social Marketing• Resource Management• Marketing Analytics

Components of Marketing Automation

Why?

1. Allows for automation of repetitive tasks

2. Provides ongoing nurturing until individual is ready to engage

3. Saves time

Key Benefits

MA in B2C

When?

Scenario #1: Sightlines• Target: Higher ed institutions• Leadership team / BOD Decision Makers• Facilities Managers Influencers

• Key question to answer: retrofit existing spaces or tear down and rebuilt?

• Offering: consulting services and benchmarking product

Blog with Offer and Landing Page

Ongoing Nurture Email Campaign

Sequence Diagrams

Missed opportunity: collect visitor info.

At the time, PDF not working.

80.8%of buyers check out your website.

Source: Visible ExpertsSM: How High Visibility Expertise Helps Professionals, Their Firms, and Their Clients

Builds Trust

Where to Start?

1. Define Strategy

2. Set up the Infrastructure

3. Create the Content

4. Execute

5. Analyze, Test, Repeat

Path to Marketing Automation

1. Define the Strategy

2. Set up the Infrastructure

Marketo, InfusionSoft and HubSpot

For emails only: Look into Constant Contact, Mail Chimp and InfusionSoft to get your search started.

Different Tools for Different Aspects

Features Vary by Platform

3. Create the Content

Content: Online & Offline

There is a complex eco-system of execution.

• Hyper Personalization

• Segmentation

• Lead Scoring

• Analytics

• Variety of Content

4. Execute

Example: Testing Subject Lines

Sample Basic Nurture Sequence

Email with related content, survey,

offer, etc.

Sample Complex Nurture Sequence

Sample: Thank You Page

“Shiny object” –Animated gif

Example:

Links to PDF

More service-Driven content.

No SEO gain

Example:

Search for “trends in hospitality buildings” showed this in 1st page.

Could benefit from cross-linking from within post to other parts of site.

Example:

Example:

Highly topicalcontent.

SEO gain

Emails for nurturing

Evergreen, timelycontent

Example:

Variety in Types of Content

5. Analyze, Test, Repeat• Basic metrics:

• Conversions

• OR subject line

• CTR email copy/CTA

Testing is the only way to learn what works and what doesn’t:

14.5% Conversion Rate

10.2% Conversion Rate

A/B

SEE ALSO: Shore Up System Boundaries for a Smoother FEDRAMP ATO

On back end – has a tag for download.Will help with lead scoring

Cross-Linking

Include UTM CodesWhat is a UTM code (Google URL Builder) A code that is

attached to a custom URL that allows us to track interactions through Google Analytics. It gives us the data to support an idea by showing us where searchers came from as well as what campaign directed them to our content.

Source: 20160801AMedium: ReviewButtonCampaign Name: Broadcast

Who do I know? Who do they know?

Transparent conversations — education and not selling.

Confirmation of “right decision”

Branding and Marketing for Professional Services FirmsSource: Referral Marketing for Professional Services Firms Research Report

of buyers rule out a firm because they couldn’t understand how the firm could help them.

43.6%

Consider Lead Scoring

Takeaways for Marketing Automation

1

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3

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Define Strategy

Select Tools/Platform

Create the Content

Execute

Analyze, Test, Repeat

Branding and Marketing for Professional Services Firms

51.9%of potential clients have ruled outa firm before speaking with them.

Source: Referral Marketing for Professional Services Firms Research Report

Branding and Marketing for Professional Services Firms

Don’t be the one

ruled out!

How Much?

Credit: Hubspot

Costs Vary – Understand Your Needs

The Pitch

80.8%of buyers check out your website.

Source: Visible ExpertsSM: How High Visibility Expertise Helps Professionals, Their Firms, and Their Clients

Branding and Marketing for Professional Services Firms

29.6%rule out a firm because of anunimpressive website.

Source: Referral Marketing for Professional Services Firms Research Report

• CEO

• CMO

• VP Sales

• Technology

Selling Internally

Branding and Marketing for Professional Services Firms

23.5%rule out a firm because of apoor quality content.

Source: Referral Marketing for Professional Services Firms Research Report

Role in Client Journey

Contact Info:

How Hinge Can Help:

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