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DIGITAL MARKETING FOR
THE BUILT ENVIRONMENT

September 14, 2021

Webinar Recap - September 2021

Mortarr’s Director of Customer Experience + Growth, Alexis Williams, sat down with Jennifer Wilde from Feeney Inc, Matt Devlin from MG Marketing, and Rachel Sebald from PeakMetrics to talk through all things digital marketing. Watch the full re-wind here or take a spin through some of our favorite learnings below. 

+ Digital doesn’t stand alone -- it needs to be weaved into your existing processes and campaigns.
 

+ At the core of a strong digital marketing strategy is a deep, deep understanding of your customer.

“The internet is a big place and people tend to stick to the platforms they know and trust… When we asked our target audience where they get their information - they listed platforms we’d never heard of and we were using platforms they’d never heard of. That was very eye-opening.” - Jennifer Feeney

 

+ A digital strategy must include the ability to pivot based on testing and learning over time. When you get comfortable testing + learning, that’s when you can start to make gains.
 

+ There is no end-point with digital. It’s all interconnected.

“I like to think of digital marketing as a circle - every piece plays a role and there is no endpoint.” - Matt Devlin

 

+ If you’re struggling to find the balance between investment in sales versus marketing, it’s important to know that sales input is critical to great marketing. Leverage the feedback loop that comes from having a hand in both sales and marketing to create more impactful campaigns. 
 

+ Even if you’re spending most of your time on sales, that’s still marketing. Your own personal brand - what does your LinkedIn look like, what builds your reputation, etc. are all things that contribute to your brand.
 

+ Sales happen right now, Marketing helps your brand grow over time - these two pieces must work together. 

+ Publications you might already be working with likely have digital options - start by asking them for options to digitize your ad buy.
 

+ Jump in with both feet - be bold and go for it.

“Every single manufacturing client who’s adopted digital has seen growth.” - Matt Devlin

 

+ Long-gone are the days of thinking digital doesn’t apply in the B2B space because at the end of the day, we’re all consumers. We’re all using our phones and developing consumerized habits even in our day-to-day work. Look to consumer brands for inspiration.
 

+ Lean on your channel partners. Good channel partners, like Mortarr, will help you reach a niche audience. Long gone are the days of mass media.
 

+ Amplify what you’re already doing - for example if you’re going to a tradeshow, how can you promote that you’ll be there online before you’re there and how can you continue to reach that audience long after the show has ended? (hint: Mortarr is a great option!)
 

+ Scared to invest? Just because you create it and launch it doesn’t mean you’re done. You’ve got to test, learn, and scale up which means your first try does not need to be perfect.
 

+ Utilize Google UTM codes. These are your friend as this can help you identify where traffic is coming from and what might be working.
 

+ Frame your investments as experiments. Set a budget and timeline for yourself to evaluate if a particular campaign or platform si working for you. This will be different for everyone, but it’s important to have in mind what you’re comfortable testing in order to learn and grow.
 

+ Be bold, but don’t get stuck re-inventing the wheel. Look into what has been working for your competitors and how can you adjust those tactics to work for you.

Start by setting up tracking with tools like Google Analytics

Set aside time to review what you’ve done -- don’t get stuck just moving forward. This is the quickest way to lack strategy.
 

Use the data that you do have. There’s so much data that you could have, but focus on what you do have. What can you learn from the data you’re already capturing?
 

Focus on solid conversion tools on your website. Entice people to convert.

“It’s not good enough to have just a contact form or a quote form on your site. I mean -- who cares. Create interactive tools that support industry knowledge and engagement.” - Matt Devlin

 

Leverage the “learning” capabilities that are built into platforms - for example, this or that polls on Instagram or using question boxes to ask what they want to see from you.

+ Organic (SEO) - assuming the content you’re investing in is related to what your customers are searching for.
 

+ Even a small investment in AdWords will support your organic traction.

+ Segment your audience by: role, objective of their role, use case for your product, consider their influencers, consider comfortability of your offering. 
 

+ Meet with your personas to survey, sample, and formalize who your customers really are 

+ This boils down to the value of your content and how you’re distributing it. What value were you providing in-person that you’re not successfully delivering online? Try offering consultative value

“If you just convert your brochure to a PDF and then you just post generic copy to social - in brutal honesty, no one cares.” - Matt Devlin

 

+ Social is about conversation. Social is not about yourself. Invest time in being a part of the social community you’re looking for engagement from.

+ The interesting part about social media is that the consumer isn’t choosing to consume the content, so to combat censorship shifts, we suggest shifting to more native platforms where your audience is choosing to go and would expect to see content like yours.

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