• Why it is important to have a marketing strategy

• The 8 pillars of digital marketing

• The 6-step process of online marketing

• Which techniques make sense for architects

• How you can integrate digital marketing techniques

• Reach a large audience

• Target and connect with potential clients

• Automize your business development

• Build your brand online

• Become an authority in your market

• Website

• Content

• Search (SEO)

• Social Media

• Email

• Lead Generation

• Analytics

• Paid Ads

Develop Strategy

Create Website

Generate Traffic

Generate Leads

Convert Leads

Track Metrics

• What areyour goals?

• Who are your ideal clients?

• Who will implement the necessary to-dos?

• Create a modern website

• Responsive design

• Easy tonavigate

• Create qualitycontent

• Onsite SEO

• Social Media marketing

• Use leadmagnets

• Collect email addresses

• (Run PPC campaigns)

• Segment leads

• Email marketingsystem

• Follow-upstrategy

• Analytic tools

• Traffic statistics

• Evaluate, iterate, adapt

• Showcase projects

• Explain project ideas

• Describe work process

• Establish thought leadership

• Build a brand

• Stay consistent, day to day

• Focus on a few core marketing strategies

• Focus on 1-3 content distribution channels

• Have a content calendar in place

• Know your metrics and conversion rates

• Clear structure

• Mobile responsive

• SSL certificate

• Create a blog section

• Integrate email opt-in forms

• Use clear call-to-actions

• Consumer time today starts online

• Content demonstrates expertise

• Content turns cold leads into warm ones

• Content gets shared and promoted

• Only publish images of projects

• Not relevant content

• Stop publishing at one point

• No opt-in or newsletter feature

• Don’t think beyond the content

> no overall strategy

• Relevant topics for your audience

• Create content clusters

• Use multiple content formats

• Create relevant lead magnets

• Have a follow up strategy

• Focus on relevant channels

• Post with your audience in mind

• Messaging should fit to your strategy

• Consistency and quality is key

• Use automation and scheduling tools

“Lead generation is the process of attracting and converting strangers and prospects into someone who

has indicated interest in your company's service.”

Cu

sto

me

r Jo

urn

ey

Marketing Funnel

STRANGER

CLIENT

Cold Leads

Warm Leads

Hot Leads

Clients

TOFUAwareness

MOFUConsideration

BOFUDecision

WebsiteBlog articlesProject posts

Social mediaVideo contentNewsletter

Value offersUseful resources

Educational content

Email follow-up seriesFree consultation

Video call

Traffic Generation

Project/Client

Lead Generation

Lead Nurturing

ClientAcquisition

• Set of automated, pre-written emails

• Build and nurture relationships

• Provide value for your subscribers

• Use different email types in your sequence

• Set up with an email marketing service

• Your conversion rate is the number of conversions divided by the total

number of visitors.

• Conversion Rate = (Number of Conversions / Number of Visits) x 100

• For example, if a website receives 1,000 visitors in a month and 50

people are buying a product, the conversion rate would be 50 divided by

1,000… so it would be 5%.

• Conversion goal: Email subscribers

• 150 email list subscribers / month

• 5,000 people visited your website / month

• Conversion rate: (150/5,000) x 100 = 3.00%

• Conversion goal: Free consultation call

• 10 people book a free consultation call

• Email follow-up message was sent to 500 subscribers

• Conversion rate: (10/500) x 100 = 2.00%

• Measure the performance

• What is a good conversion rate?

• 1% - 3% = typical

• 5% - 10% = very good

• Identify areas for improvement

• Helps you make strategic decisions

• Website Structure

• Content Creation Process

• Content & Social Media Schedule

• Core Email Sequence

• Conversion Rate Tracking

• Daily Marketing System