So far in the “Driving Revenue Growth with Digital Marketing Series,” firms have developed their content plan and created content. However, creating great content simply is not enough. AEC marketers need a promotional plan that strategically shares content with the people that benefit the most from it. This article shares some common and uncommon promotional tactics.
Search Engine Optimization
Search engine optimization or SEO is a series of techniques firms can deploy for their content and on their website to rank higher for certain keywords on search engines like Google. Click here for a basic introduction to SEO.
SEO should be the first strategy to be used as part of the promotional plan and should be considered when the content is being created, especially if that content is a blog article. Marketers should optimize the piece of content for the specific topics or keywords it wants to be found for. Another way to look at it is to think about the person that marketers want to read or consume that piece of content. What types of phrases or questions would that person be typing into a search engine as that person searches for answers? Make sure that marketing content has those phrases and key words included naturally throughout the content piece.
This is the most overlooked and underutilized promotional tactic in the AEC industry. As a Premier Partner for Deltek Vision and Vantagepoint CRM, Full Sail Partners works with hundreds of AEC firms across the country specifically advising them on CRM and marketing strategies. So many of these firms have databases full of thousands of contacts but fail to have a consistent email marketing strategy.
By using email marketing, there is a real opportunity for AEC firms to easily, affordably, and routinely get in front of clients and prospects with the content that is often difficult and time consuming to create. With tools like the Blackbox Connector for Mailchimp or Constant Contact that connect Deltek Vision and Vantagepoint to those email marketing services seamlessly, AEC marketers can get a leg up on their competitors just by using email marketing.
This is probably the most popular and utilized promotional tactic. AEC firms often promote blog articles, white papers and case studies through their social media channels including LinkedIn, Twitter and Facebook. Each social media channel has its own pros and cons in terms of reach and engagement as well as best practices when it comes to getting in front of the preferred audiences.
Finding out the social media channels where the ideal clients and personas spend the majority of their time is key for AEC marketers to develop the content, and they should focus their time on that channel first. Once that channel or channels are identified, marketers can research hashtags to utilize and optimize the visual content plus write engaging captions that keep both the tone of the social media channel and the brand voice.
With a digital marketing campaign, often the content that is created is online. This includes blog articles, videos, case studies or white papers, for example. So, it isn’t a surprise that promoting this type of content is often forgotten when attending or presenting at live events. If the firm has technical experts or subject matter experts (SMEs) who present or speak at industry events, it’s a great opportunity to also promote the online content.
Most recently, presenters have been including a slide at the end of a presentation with a QR code. The audience can snap a photo of that QR code, and it takes them to either a specific piece of content or to a webpage/landing page that has links to several pieces of content. Below is an example of a slide with a QR code from a recent conference.
It’s not just for in-person conferences or events either. If the firm’s SMEs are guests on podcasts or webinars, those can be other great opportunities to promote marketing content. AEC marketers should help SMEs prepare for these appearances, including identifying what marketing content to promote.
Creating Great Marketing Content Simply Isn’t Enough
Thinking about the content promotion while developing it is a great way to make sure that content performs well and meets the digital marketing goals. The content promotion plan should list the ways in which the content will be promoted including SEO, social media, email marketing, and live events.
This article is part of the Driving Growth with Digital Marketing and will walk through how to gather and analyze the results for the digital marketing campaigns.