Past experiences with search engine optimization professionals may have soured many owners and leadership on the whole concept, but that doesn’t change the importance of organic search and paid search (pay per click or PPC) strategies working in tandem.

Not unlike search, social media marketing for design/builds can effectively be broken down into two categories—paid and organic. Depending on the platform, both are worthwhile to include in your budget, but the tactics deployed on each vary greatly based on expected goals.

It’s well-established that the most convincing source of marketing information has always been endorsements from your satisfied customers. That’s been true from the dawn of commerce, and it’s just as true in the digital age.

Holding the attention of your prospects and reliably capturing leads requires a level of responsiveness that’s just not possible without automation. After all, running a leading design/build firm doesn’t exactly leave for a lot of free time.

Of course, the intent is to empower your sales team by giving them the resources to do their job. It’s incredible how many sales organizations put so much effort into setting goals and incentivizing their sales force, then torpedo the entire effort by not providing the resources they need.

Because marketing is a combination of art, data, science, and human emotion, there are a lot of gray areas—that’s the deal.