Digital Marketing Plan: Revit Library

• The activity focuses on developing a digital marketing plan for a product or service.
• The plan is to be presented as a PPT or Canva presentation.

Key Sections of a Digital Marketing Plan

• Analysis of the current situation, including macroeconomics, market analysis, and a SWOT analysis.
• Definition of campaign objectives, both qualitative and quantitative.
• Definition of specific actions to be carried out.
• A work plan with tasks, responsibilities, and deadlines in a timeline.
• Control and measurement of results to determine campaign success.

Product Selected for the Digital Marketing Plan

• A library of scaffolding components for use with Autodesk's Revit design software.

Current Situation Analysis

• Macroeconomic Environment:
  • Growth in the construction sector.
  • Adoption of BIM (Building Information Modeling).
  • Increased integration of digitization to optimize processes and reduce costs.
• Market Analysis:
  • Growth in BIM-related software, especially in Europe and America.
  • Architects, civil engineers, and construction companies seek solutions to facilitate planning and project management.
• SWOT Analysis:
  • Weaknesses:
    • Low product visibility among new Revit users.
    • Limited digital presence in current BIM communities.
    • Limited technical support in English or German.
  • Threats:
    • Competition from other BIM libraries with similar components.
    • Changes in software or construction regulations.
  • Strengths:
    • Large catalog of pieces for engineering, construction, maintenance, and entertainment.
    • Compliance with minimum BIM standards.
    • Continuous updates and technical support.
  • Opportunities:
    • Growing demand for BIM solutions.
    • Potential collaborations with engineering, architectural, and construction firms.

Establishment of Objectives

• Qualitative Objectives:
  • Increase awareness of the library within the BIM community.
  • Position Layher as a reference in scaffolding digital solutions.
• Quantitative Objectives:
  • Increase library requests by 30% within 6 months.
  • Achieve a 20% increase in traffic to the product's specific website.
  • Secure five collaborations with studios or construction companies in the first year.

Definition of Concrete Actions

• Content Strategy:
  • Creation of video tutorials and success stories.
  • Publication of technical articles on the benefits of using BIM and Revit.
• Email Marketing:
  • Targeted campaigns to architects and engineers focusing on product advantages.
• Digital Advertising:
  • Campaigns on Google Ads and LinkedIn targeted at the construction sector.
• Webinars:
  • Online training sessions.
• Collaborations:
  • Participation in BIM events and construction fairs, such as Rebuild or BIM Conference.

Work Plan

• Phase 1: Content Creation - Marketing Layher (Months 1 and 2).
• Phase 2: Launch of Ad Campaigns - External Agency (Month 3).
• Phase 3: First Webinar - Technical team Layher (Month 4).
• Phase 4: Initial Results Evaluation - Marketing Layher (Months 5 and 6).

Control and Measurement of Results

• Key Performance Indicators (KPIs):
  • Number of library sales.
  • Web traffic to the purchase and download page.
  • Conversion rate in digital campaigns.
  • Participation in webinars and events.
• Monitoring Tools:
  • Google Analytics.
  • Internal HubSpot CRM.
  • Ad campaign and social media reports.
• Strategy Review:
  • Quarterly analysis to adjust results as needed.

Conclusion

• A digital marketing plan will help consolidate Layher's position in the BIM environment.
• It aims to increase product visibility and also provide added value.
• Proper measurement of results and adaptation of strategies will improve campaign effectiveness.

Create a digital marketing plan for a Revit library, including situation analysis with macroeconomic and market trends. Define campaign objectives, actions, work plan, and control/measurement methods. Present the plan as a PPT or Canva presentation.