The ‘Practical Snacks’ marketing mini-series
The ‘Practical Snacks’ podcast marketing mini-seriesn are four episodes of The Built Environment Marketing Show podcast that ran over August 24 packed with short, practical marketing tips.
The topics covered were:
Website home page optimisation
First impressions count. Being able to grab the attention of your website visitors as soon as they land on your home page is important if you want to get the most of your digital and online marketing.
Your website home page is your online shop window and the most visited page on your website. It’s where your clients get to know, like and trust you and build affinity with your business brand. But how much time do you spend continually improving your website home page?
It pays dividends to spend some time optimising your website home page so it is working as hard as it can to drive business opportunities and connections.
Listen to some tips about how you can optimise your built environment website home page.
SEO Basics
How Google ranks your website will impact where your business appears in Google Search rankings. SEO is a great way to drive traffic to your website 24/7 and as a result build brand awareness and potential business opportunities.
It is important to understand that a lot of SEO is going to be not just down to your actual content, but also doing the back-end (meta tagging, headings, keywords) performance related basics to also help to improve your rankings.
Your website needs to:
have a fast page load speed,
be optimised for mobile search, where most website searches come from
have images that are optimised for search. Large images slow your website down and Google penalises you for this.
Listen to some tips on how you can get your SEO working better.
Email Marketing
According to Hubspot in 2023 the return on investment (ROI) for email marketing stands at an impressive $36 for every $1 spent, so many businesses, particularly built environment ones in my opinion, are leaving money on the table.
There's so much untapped potential for email marketing for architects and engineers, as it is a relatively low cost form of marketing.
Email marketing helps you to maintain client relationships and stay front of mind with clients, which means that when they are looking to hire someone, you're the first person they think of.
It also helps you to showcase your expertise and talk about your work, your product, project, your process, and your beliefs.
Hear some helpful tips on email marketing for architects and engineers.
According to research recently from Edison Research, more UK adults than ever are actually listening to podcasts, and audiences are getting younger, and way more diverse. So there's an opportunity. Plus, according to RAJAH's Midas survey, 21%, of the UK population tune into podcasts in an average week and listen to around seven hours of podcasts each week.
Podcasting is a great way to position yourself as a thought leader, spread the word by boosting your visibility and also by being a guest on other people's shows, you can really, really tap into their audiences.
I always advise people to start off as a podcast guest before considering hosting their own show.
Listen to this episode to hear more about how to secure podcast guesting spots.
Grab your marketing playbook
The Practical Snacks Marketing Playbook gives a summary of the top tips from the series along with handy checklists so your built environment business can get on with implementing. Download your guide here.
