Architect Marketing Course 2012 – Course Outline
Level 1 Part A – Introduction and Overview

Overview of Visibility, Traffic, Conversion and Client Acquisition; Introduction to Search Keyword Analysis and Website Analytics

Copyright 2012 – Eric Bobrow
All rights reserved – do not reproduce or distribute

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LESSON TRANSCRIPT

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LESSON OUTLINE

INTRODUCTION

Welcome to the Internet Marketing for Architects Course

This session is being recorded and will be posted

My aim is to help you to deepen your understanding of marketing and master the technology tools and processes that will help you promote your design firm and bring in more clients and projects

This Course is the culmination of:

  • 6 months of planning + research (including Case Study Program & Webinar)
  • 5 years of dedicated study of Internet Marketing
  • 15 years experience in web development
  • 23 years working with architects as a technology consultant
  • My degree in computer science from 1975

My personal mission: teach people to use technology to achieve their creative and business goals

AGENDA FOR TODAY

OVERVIEW OF THE COURSE

— Show Course Outline and Schedule page —

TOUR OF THE MEMBER SITE

  • Login page
  • Member Home Page
  • The IMA Course – Outline and Schedule, 12 lessons to be posted
  • Case Study Program Training Videos
  • WordPress Mastery Training Videos
  • Marketing Samples
    • – Press Releases
    • – Promotional Videos
    • – Music Licensed for Commercial Use
  • More will be added, including 2 powerful WordPress plugins: Riva Slider Pro and SEO Blog Kahuna
  • EXTRA BONUS: a training module focused on how to set up your very first website (for those who do not have one already)

MARKETING

What it’s about – communicating who you are and what you offer

Why you need it – no business can succeed without people knowing about you

What are the various media / modalities – word of mouth, networking, traditional advertising (Yellow Pages, print ads, direct mail, directories, cold calling based on lists), new digital media and tools

What’s changed in recent years – research and information accessible online, replacing many of the old media

What are the blind spots of most architects

  • in general:
    • no training in marketing
    • learn from peers and show work to peers
  • websites:
    • all about me
    • lots of images, few words
    • “professional” = understated to the point of being ineffectual
    • design project vs. marketing project
    • no recognition that people may be in various stages of the buying cycle
    • rarely any useful information OTHER than about the firm itself
    • not much better than a brochure (although it’s good at filling that purpose)
    • not introducing firm to new prospects, “invisible” to searchers

ACQUIRING CLIENTS

*** What to do BEFORE you get the opportunity for a meeting or proposal ***

You need to solve a problem or fill a need

How can you present yourself as an authority and as someone they like

“They don’t care how much you know until they know how much you care”

Giving before Getting

Recognition of the Buying Cycle

  • awareness of need or desire (e.g. do they need an architect?)
  • research / education (what options are available, what are others doing)
  • consideration of alternatives (including non-action, DIY, contractor, etc.)
  • selection of solution (short list)

Develop a strategy offering value (information) at multiple stages in the cycle

Follow up, repeated touch-points

“Know, Like and Trust”

INTERNET MARKETING OVERVIEW CHEAT SHEET

Review of main concepts:

  • Visibility
  • Traffic
  • Conversion
  • Winning New Projects

How will each of these topics be covered in the course – refer to curriculum outline

KEYWORD ANALYSIS

What would people type in to a search engine if they were looking for you, but didn’t know your name?

Try this yourself, see if your firm comes up

Try variations, see how you can fine-tune the search to a precise “need”

Who is getting the business that could be yours?

Do a Google search for “Google Keyword Tool”

Enter some possible search words or phrases, see the results

Look at alternative phrases for more specialized searches

Often it’s easier and better to rank for “long-tail” terms – less competition, more direct need / action-takers, specialties

General strategy for Internet Marketing:

  • research keyword phrases and decide on a small number of primary targets
  • build the website content around these keywords and concepts
  • essentially – provide a good solution (website content) for the question

WEBSITE ANALYTICS

To take a journey, you need to know where you are now, and where you want to go

Keyword Analysis is part of “where you want to go”

Analytics is like a GPS – where are you now, how well are you doing as you progress along your journey

Measure several related statistics:

  • Number of visitors (per day or month)
  • Number of unique visitors
  • Average Length of Visit (longer = more involvement = better)
  • Number of pages per visit (another measure of involvement)
  • Sources of traffic (“organic” search, paid ads, links from other sites, etc.)
  • Search terms (what are visitors looking for?)

By tracking these numbers, you can decide what areas to focus on

— Show Google Analytics onscreen report —

How to Set Up a Google Analytics account

Copying the tracking code and placing it into your website

WHERE TO GO FROM HERE / HOMEWORK

Think about keywords, and “what would someone search for” to find you

Play with the Google Keyword Tool and see what comes up

Experiment with web searches, see who is listed, check out their websites

What is your “Unique Value Proposition”? – what makes you special

Set up a Google Analytics account and install tracking code or have it done

Look over your own website with a fresh eye, imagine how a visitor sees it

NEXT WEEK:

On-page Optimization – content development, site navigation, eye-candy

QUESTIONS?

Leave A Reply (10 comments so far)

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  1. Kenneth J. Filarski
    5 years ago

    Eric, this is a question. I went to the top of the page to download the lessons. The writing above is: “Sorry, you do not have access to this content”. Then below in blue it states: “Click here to get access”. When I clicked on the click here it took me to “Yoursite.com” which is not your site, unless I am wrong. How am I able to download the lessons?

    Thank you. I don’t know if I am the only one with this problem.

    Ken

    Eric Bobrow Reply:

    Ken –

    In order to view the videos, you need to login to the website at http://internetmarketingforarchitects.com/login/

    If you’re not logged in, you’ll get an error message like the one you saw.

    I have revised this error message to explain this more clearly, and offer the correct links for either logging in or for signing up. Thanks for bringing this to my attention.

    Eric


  2. Doug
    5 years ago

    Eric,

    I was just wondering where the idea of having 300 to 500 words on a page comes from? Is it thought to be good for Google search results for some reason? Does Google count words, or just look for keywords?

    Thank you!

    Eric Bobrow Reply:

    Doug –
    This is one of the things I’ve learned in my studies of Search Engine Optimization. While there are certainly exceptions (I’ve seen some architectural websites rank highly that have few words on them), this is a general rule of thumb that I’ve seen mentioned in many places by many people who specialize in this area. It makes sense to me that Google would “appreciate” the information content on a page that is well-written and of sufficient length to communicate something beyond a caption or a few words. It is one of many factors they take into account, and it is one of the most easily managed.
    Eric


  3. Erich
    5 years ago

    Eric,
    It feels like we’re off to a good start. Perhaps you can add a resources page to the website with links to sites such as the Goggle Keyword Tool. I think this might prove useful to myself and the other participants.

    I look forward to the next session.

    Eric Bobrow Reply:

    Erich –
    The resource page is an excellent idea!
    I’ll get that set up before the second lesson on Wednesday.
    Eric


  4. Brian
    5 years ago

    Lots of interesting ideas, including the sub-titles. The session was a little long. It would be both helpful and perhaps less monotonous to be able to see more visuals like the cheat sheet which is not just a relief but also a useful resource. It was an introductory session and we look forward to getting down to specifics. This could be a very helpful course for architects and we look forward to the next session with great expectations.

    We are wondering about a client in Chicago who might be looking for an architect to do work for a new residence in the Caribbean – would the client find an architect by searching for “residential architects in Jamaica” and what sort of keywords would you recommend in this case?

    Eric Bobrow Reply:

    Brian –

    Thank you for your comments and suggestions.

    Re the client in Chicago looking for an architect for a new residence in the Caribbean, I think your first guess re a search phrase (i.e. “residential architects in Jamaica”) is a good one. I suggest that you try typing this in, and see what comes up. If it brings up firms like yours (or actually shows your firm in the results) then you’re on the right track.

    If not, or just for comparison, try variations such as “architect Jamaica” or “Jamaica architect” or “custom home design Jamaica” or “build a vacation home in Jamaica”. See which of these bring up interesting and relevant results.

    This is what your prospective clients will do – they will keep trying things in Google until they get a list of resources and websites that relate to their needs.

    You may also find it useful to try the Google Keyword Tool and enter all of these phrases, and see what other words or phrases they suggest as alternatives. Sometimes this can be surprisingly useful, in a way similar to consulting a thesaurus. You’ll see synonyms or related terms that you haven’t thought of, but that some prospective clients will try.

    Ultimately, choose a few of these phrases that give the most relevant search results, and build some of the content on your website around these topics. You will then become a good “answer” to the question implied by the search term.

    Eric


  5. MAREK STOKLOSA
    5 years ago

    Eric,
    I wanted to thank you for the fantastic and informative course. You have presented it in a narrative that was nail biting with anticipation of one item after the other. It was very engaging and kept the attention constant.

    Great job!

    Eric Bobrow Reply:

    Marek –
    Thank you for your great feedback! I’m so glad to know that my presentation was so engaging and hit the mark!
    Eric