Topic #16: Integrator Marketing Must-Haves Part 2
Learning Objectives:
- Ensure your business is registered and has a Google business listing
- Have professional, attractive presentation folders
- Make sure all of your documentation (including quotes, invoices, schematics) are professionally branded
- Have all of your staff wearing uniforms/branded clothing
- Have a brochure or professional piece of literature to leave prospects
Homework:
- Select a topic above and take action
Topic #15: Integrator Marketing Must-Haves Part 1
Learning Objectives:
- Utilize marketing to “share your passion”
- You need to have a logo
- Ensure you have a beautiful website
- Have professional business cards readily available
- Vehicle wraps can be an excellent way to brand your company
- Make sure your email address domain matches your website
Homework:
- Select one of the topics above and define steps to improve
Topic #14: Integrator Branding 101
Learning Objectives:
- You should love your logo and be proud to show it to the world
- Learn about the 3 types of logos (Font-Based, Logos that illustrate focus, Abstract)
- Know the importance of your brand and why it matters
- Don’t use clip art
- Know what types of file formats you should have
Homework:
- Determine if your logo accurately represents who you are today
Topic #13: Social Media 201 for Integrators
Learning Objectives:
- LinkedIn is a great place to target architects, designers, and builders
- Focus on publishing relevant content (case studies, industry articles etc) vs “selling”
- Consider advertising on LinkedIn
- Publish photos and video on Instagram (focus on publishing content from completed projects)
- Be sure and utilize hashtags on Instagram
Homework:
- Develop your strategy for LinkedIn
Topic #12: Social Media 101 for Integrators
Learning Objectives:
- Be great at Facebook, LinkedIn and Instagram first
- Secondary priorities can be Twitter, Youtube and
- Regularly update your Facebook page
- Implement advertising on Facebook
- Learn about audience targeting
Homework:
- Define 3 activities that will improve your effectiveness on Facebook
Topic #11: 5 Website Must-Haves: Part 4 (#16 - #20)
Learning Objectives:
- Enable live chat on your website
- Ensure you have an SSL certificate
- Use an open source CMS
- Update your CMS
- Make sure your site has an XML sitemap
Homework:
- Determine if your website was built on a CMS and when it was last patched
Topic #10: 5 Website Must-Haves: Part 3 (#11 - #15)
Learning Objectives:
- Showcase your credentials
- Embed positive reviews on your website
- Publish client testimonials
- Feature your showroom (if you have one)
- Have a blog that features great content
Homework:
- Type your company name into Google and see what reviews show up
Topic #9: 5 Website Must-Haves: Part 2 (#6 - #10)
Learning Objectives:
- Ensure your website makes it easy for visitors to contact you
- Have custom imagery on your website
- Put up an image gallery to organize your imagery in an attractive way
- Dedicate a page as a ‘Project Gallery’
- Have videos & video galleries on your site
Homework:
- Photograph every major project you work on
Topic #8: 5 Website Must-Haves: Part 1 (#1 - #5)
Learning Objectives:
- Learn what makes a website mobile-responsive
- Know the basics of delivering a great first impression
- Ensure your local address is included in the header of the site
- Know the importance of social media
- Validate the footer information included on your website
Homework:
- Download ’30 Website Must-Haves’ checklist below...
Topic #7: SEO Performance Metrics
Learning Objectives:
- Ensure you have Google Analytics loaded on your website
- Look at the number of organic sessions your website has month over month
- Check out your average session duration & bounce rate
Homework:
- Download Google Analytics for your mobile phone
Topic #6: How to Develop SEO Phrases
Learning Objectives:
- Know what digital real estate you own
- Determine how you want to grow
- Learn about long-tail keyphrases (including topic + geo-tag)
- Research on trends.google.com
Homework:
- Create your list of topics and geo-tags and combine to create your SEO target phrases
Topic #5: The top 3 SEO Ranking Factors
Learning Objectives:
- Learn the Top 3 Rankings Factors and what influences them
- Define how you want to show up in search
- Know how to measure your current SEO performance
Homework:
- Start tracking your SEO target phrases
Topic #4: Google Algorithm Updates
Learning Objectives:
- Understand how and why Google’s search algorithm changes
- Learn how you can stay relevant in Google search
- “White Hat” SEO vs. “Black Hat” SEO
Homework:
- Audit your activity and updates made to your website in the last 2 years
Topic #3: SEO vs SEM for Integrators
Learning Objectives:
- Understand the difference between SEO & SEM
- Learn which strategy is best for your business
- Know the benefits of each strategy
Homework:
- Type in a search query and identify organic results vs. paid ads
Topic #2: SEO Defined
Learning Objectives:
- Understand what SEO is
- Know which factors influence SEO performance
- Learn about the 3 types of search queries
Homework:
- Define ways you want to be found online. Go to Google & start searching!
Topic #1: Online Presence
Learning Objectives:
- Know your customer’s online journey
- Understand the various touchpoints a referral may have when searching for your company
Homework:
- Take inventory of your current online presence
