MARKETING MADE EASY · (free level) TILTMARKETING.COM. Email Marketing (with your own list) ... RFP/RFQ Submittal TILTMARKETING.COM

How to Find the Right Mix for Your Business

MARKETING MADE EASY

For the Design & Construction Industry

TILTMARKETING.COM

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About the SpeakerLori Tilt Koepka of Tilt Marketing

Degree in PR from UGA

30+ Years Experience

Consultant for 16+ Years

Exclusive Focus on Design &

Construction Industry

Outstanding Client Testimonials

TILTMARKETING.COM


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Marketing Made EasyHow to Find the Right Mix for Your Business

Track, Adjust, & Repeat

Clarify Your Vision

Create Your Marketing Plan

Pick Your Marketing Mix

TILTMARKETING.COM

CLARIFY YOUR VISION

TILTMARKETING.COM


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NO!However, many design & construction firms try

to “build” their business without a marketing plan.

Would you start a construction

project without a plan?

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Clarify Your Vision & Mission To Develop Your Marketing Plan

VISION

MISSIONMARKETING

What is your company’s vision? Why did

you start the company? What do you

want to achieve?

Company Vision

A solid marketing plan builds on a

foundation of the company’s vision and

how they plan to fulfil their mission.

Marketing Plan

How will you carry out your vision? A

well-crafted mission statement helps

everyone stay focused on the goals.

Mission Statement

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CREATE YOUR MARKETING PLAN

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3 4 51 2

Time-BoundAttainableMeasurableSpecific Realistic

How to Set SMART Goals

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20 Projects

40 Meetings

80 Leads

$2M

Goal:

$2MGoal is to generate $2 million in work this

year. What does it take to generate the work?

20 ProjectsAssume an average project is $100K, it would take 20 to reach $2M

Assume a win rate of 50%, so 40 meetings would yield 20 projects.

How to Set SMART GoalsHere is an example to illustrate the concept.

Assume a meeting rate of 50%, so 80 leads would yield 40 meetings.

40 Meetings

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80 Leads


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Business-2-Consumer

Advertising

Direct Marketing

More Social Media

Business-2-Business

Trade Associations

Face-to-Face Sales

LinkedIn

B2B vs B2CLead Generation is Different for B-2-B vs B-2-C Marketing

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BD Program Collateral Website/Social Advertising Trade Shows Public Relations

Repeat/Referral Stationary Website Print Advertising Networking News Release

Paid Lead Source Brochure Organic Search Online Advertising Assoc. Directories Media Interview

Emails Portfolio Blog Jobsite Signage Present at Show Project Published

Snail Mail Resumes Social Media Vehicle Wrap Booth at Show Design Award

Phone Calls Proposals Google Maps Direct Mail Promotional Items Open House

Meetings Presentations Online Ratings Radio/TV Ads Follow Up Project Tour

How Do You Generate LeadsWhat Works Best for Your Business?

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Here’s the Good News!

You just need to pick a mix

and stick to it!

HELP!!! I Can’t Do All of That!Marketing Options Can Seem Overwhelming

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You don’t have to do it all!


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Select Activities to Achieve Your GoalsFirst Three Columns are the Foundation

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0

10

20

30

40

50

2015 2016 2017

Goal Example: Increase

Sales by 10% in 2017

For each goal, develop a mix

of activities to help you

reach the goal..

Develop Your Marketing PlanUse SMART Goals for Your Plan

Small firms will have more

simple plans and large firms

will have more complex plans

with multiple goals and many activities.

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Marketing Plan BasicsWhat Should My Marketing Plan Cover?

Competition – Do Lots of Research

SMART Goal(s)

Services Offered

Pick Mix of Activities to Achieve Goal(s)

SWOT Analysis

Target Market(s)

Layer Activities onto Calendar

Schedule Calls/Meetings to Track & Adjust

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Marketing Strategy is CriticalDifferentiate Through Pricing, Process & Message

Highly Competitive Market

TILTMARKETING.COM

Aggressive Pricing Strategies

Better Ways to Deliver Projects

Communicate Your Unique Value

PICK YOUR MARKETING MIX

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Business DevelopmentWe’re Going to Explore Each Category

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Business Development is

Focused on Sales &

Relationships

Marketing is Focused on

Strategy & Implementation

of the Marketing Program

Business Development vs MarketingThey Are Two DIFFERENT Specialties

Extroverted, Outgoing,

Personable, Charismatic,

Highly Organized,

Attention to Detail,

Deadline Driven

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Lead

Generation

Tracking

System

Customer

Relationship

Management

System

Proposals

& PresentationsStay-in-Touch Program

for All Contacts

Business Development ProcessIt’s a Fancy Word for SALES

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Reliable Data on Customers & Prospects

Expert Assistance in CRM Selection

Construction Marketing Consultants

www.cmconl.com

Helps Track & Follow Up with Everyone

Business Development ToolsCustomer Relationship Management System

Integration with Accounting Saves Time

Affordable Cloud-Based Options

www.insightly.com (free level)

www.hubspot.com (free level)

TILTMARKETING.COM

http://www.cmconl.com/

http://www.insightly.com/

http://www.hubspot.com/

Email Marketing (with your own list)

www.ConstantContact.com

www.MailChimp.com

Connecting With All Contacts on

Social Media Helps Too

Snail Mail (with your own list)

Can Be Very Effective

Be Creative in Your Mailing

Business Development ToolsLeverage Email, Snail Mail & Social Media to Stay in Touch with Contacts

TILTMARKETING.COM

http://www.constantcontact.com/

http://www.mailchimp.com/


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Business DevelopmentTarget Your Past, Present & Future Clients

Past Present Future

(aka Prospects)

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Mine Your Own GOLD First!!!


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Collateral MaterialsAre Your Marketing Materials Up-to-Date?

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Collateral MaterialsPrint & Electronic Versions (PDFs)

PresentationsOne-on-one Meeting

Formal Interview

Selection Committee

StationaryBusiness Cards

Letterhead

Email Signatures

BrochuresPortfolio

Data Sheets

Project Profiles

ProposalsScope of Work & Fee

Quote or Estimate

RFP/RFQ Submittal

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Print & Electronic Formats

Kit of Parts is PopularPresentation Folder

Overview

Resumes

Project Profiles

Collateral Materials Marketing Materials are Still Important in a Digital Age

Professional Design is Best

www.wholebrainbrands.com

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DIY Templates

VistaPrint www.vistaprint.com

“Wow” & “Pretty” Aren’t Enough

Must Differentiate & Position Co.

http://www.wholebrainbrands.com/

http://www.vistaprint.com/


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Collateral MaterialsInvest in Professional Photography

Stock Photos: www.bigstockphoto.com

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http://www.bigstockphoto.com/


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Website/SocialLet’s Talk About Websites & More!!!

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Do They Find What They Need?

Are You Generating Business?

Website Think of It as Your ONLINE Office or Showroom

Does Your Site Draw in Visitors?

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Website – Get Free AnalyticsGoogle Analytics Offers FREE Data on Your Website

Google Analytics – FREE Reports

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Website - How Good is Your Site?FREE Website Grader from HubSpot

www.websitegrader.com

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http://www.websitegrader.com/


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WebsiteCovering the Basics

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Professional Design is Best

Local Resource:

www.doubledome.com

Make Sure You OWN the Site & Content

Templates are Widely Used

www.studiopress.com

www.envatomarket.com

WordPress is a Solid Platform

http://www.doubledome.com/

http://www.studiopress.com/

http://www.envatomarket.com/


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Website – Google FriendlyWhy is “Google” So Important to Organic Search & SEO?

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Google – Most Popular Search Engine

Google’s Mission – Deliver BEST Search Results

Google “Likes”

• Established Website Addresses (URLS)

• Sites with “Clean” Coding – Easy to “Crawl”

• Relevant Info – Solid Info on Whatever Your Site is About

• Depth of Info – Like Lots of Quality Information

• Fresh Content – Because That Would Most Likely Be Current

• Integration with Social Media

• Linking from Sites with “Authority”


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Website – Importance of SEOBasics About Search Engine Optimization (SEO)

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Beginners Guide to SEO (Free E-Book) https://moz.com/beginners-guide-to-seo

Yoast – Free WordPress Plugin

Benchmark Starting Point

Google Analytics to Track

Optimize Each Page for One Key Term

Research Keywords - Moz

Check References for Companies

To Help Manage Outsourced SEO

https://moz.com/beginners-guide-to-seo


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To Blog or Not to Blog…Why Is Blogging Important?

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Blog on RELEVANT Topics!

Adds DEPTH to Your Site

Social Sharing = More Google Juice

Gives You FRESH Content

Positions You & Company As Experts

Builds Team Pride in Company’s Work

Gives You Something NEW To Talk About


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Let’s Get Social?Is Social Media Right for Your Company?

SOCIAL

MEDIA

LinkedIn is BEST for B2B

Visuals, Pictures & Video are KING

B2C Companies Need to Pick a Mix

Keep it Entertaining & Clean

Pick 2-3 Channels & Post Weekly

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Social Media DashboardYou Can Schedule Posts in Advance

www.HootSuite.comSocial Media Dashboard: Schedule posts on 3 channels for FREE

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http://www.hootsuite.com/


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AdvertisingLet’s Look at Advertising

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Target Advertising to Reach ProspectsChoose Logical Sources and Commit to Campaign

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B2B – Generally Limited

Industry Publications

Association Directories

Trade Show Publications

B2C – Many Options

Print or Online

Local, Regional, National

Direct Mail & Shared Mailers

Magazines & Papers

Not Too Much Radio & TV


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Trade ShowsTrade Shows & Association Marketing

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Trade ShowsTrade Shows & Association Marketing

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Present to Position as Expert

Attend to Network & Collect Data

Exhibit to Meet Prospects

Need to Have a Plan for Follow Up

Can Be Big Financial Investment

Target Valuable Shows


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Association InvolvementNetwork with Your Clients Not Your Peers

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More for B2B than B2C

Go Where Your Clients Are

Get Active – Serve on Committees

Show Up – Don’t Just Pay Dues

Don’t Sell – Become a Resource

Sponsor or Host Events

Volunteer As Often as Possible


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Public RelationsMy Favorite Category - My Degree is in PR

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PR – News ReleasesPress Releases Help Keep Your Name in the News

www.PRWeb.com

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http://www.prweb.com/

PR – News ReleasesAdd Releases to Your Website

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PR – News ReleasesCross Promote News Releases on Social Media

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PR – Coverage in PublicationsPitch Media for Coverage in Publications Your Clients View

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TRACK, ADJUST & REPEAT

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17342

56789Pages Visit

45%Bounce Rate

00:03:32

Track, Adjust & RepeatAccountability is Critical to Your Success

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Weekly Meetings or Calls

Revenue

Outstanding & Upcoming Proposals

Wins/Losses

New Leads & Lead Tracking

Metrics for Website, Social Media, etc.

Status of Marketing Projects

FINAL WRAP UP

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Marketing Planning WorksheetLori Tilt Koepka of Tilt Marketing

Simple Planning Tool

Review Categories

Select Relevant Items

Prioritize & Schedule

Track Progress

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Month BD Program CollateralWebsite

SocialAdvertising Trade Shows

Public

Relations

JulyEmail

Newsletter

New Case

Studies

Add New Case

StudiesNARI Meeting

AugustTradeshow

Mailing

Social Promos

for Tradeshow

Tradeshow

Directory Ad

Really Big

Tradeshow

News Release

for Tradeshow

SeptemberTradeshow

Follow up

Update

ResumesNARI Meeting

OctoberEmail

Newsletter

Social Promos

for New ClientsNARI Meeting

List of New

Clients

NovemberPhotos of ABC

Building

Add ABC

PhotosNARI Meeting

DecemberHoliday

MailingNARI Meeting

Layer to CalendarScheduling & Tracking Activities is the Key

TILTMARKETING.COM


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Marketing Made EasyHow to Find the Right Mix for Your Business

Track, Adjust & Repeat

Clarify Your Vision

Create Your Marketing Plan

Pick Your Marketing Mix

TILTMARKETING.COM

THANK YOU

TILTMARKETING.COM

Documents

MARKETING MADE EASY · (free level) TILTMARKETING.COM. Email Marketing (with your own list) ... RFP/RFQ Submittal TILTMARKETING.COM