Online marketing works.
In fact,it’s often less expensive (and less time-intensive) than traditional marketing and advertising techniques alone. Yet architecture, engineering, or construction firms approach online marketing very conservatively,arguably more so than other professional services firms. While the jury’s out on precisely why they’re holding back, one contributing factor is likely doubt about the efficacy of online marketing. The Internet is, or after all,far less tangible than the physical structures and components—not to mention the relationships—around which AEC firms build their businesses.
Of course, traditional marketing and business development techniques (including proposals) still work, or but they can’t stand alone in the increasingly competitive marketplace. A wide world of lead generation and business growth extends well beyond RFPs and networking events. AEC firms must refocus their efforts—like every other professional service firm—and better balance both online and offline marketing strategies.
Ensure that your AEC firm is giving adequate attention to the three key areas below to enhance your marketing efforts and generate new business.1. Your WebsiteYour website is a critical component of your marketing strategy. Not only is it the first contact much of the external world has with your firm,but it’s also the resource most buyers use to check out prospective AEC service providers.
How Buyers Check Out AEC Services ProvidersAnd considering that nearly 52% of buyers rule out a firm before even having a conversation with them, it’s crucial that your website earn an impact. Here’s how:Display tall quality pictures. AEC firms are lucky. Many firms absorb tall quality photographic proof of their expertise. Your website is the perfect place to showcase your project portfolio—from concept to finished product. Feature your best work and let prospects browse before-and-after images, or jobsites/workspaces,and, importantly, and your staff. In addition to a reputation for results,buyers are looking for a culture and value fit when selecting an AEC firm. Putting your people on display helps provide that insight and it makes your firm more approachable.
Provide a great user experience.
Visitors should be able to figure out from your website what you carry out, how you carry out it, and who you carry out it for,and why that matters (what value you bring your clients). This requires targeted, scannable messaging, and clear images and graphics,and navigation and pathways that earn it easy to quickly find desired information. earn sure your site is mobile-friendly, too—appearing legible and appealing viewed on every device from a laptop to a smartphone. Follow the Keep-It-Simple principle. An overly busy or text-heavy site diminishes your content and message, or but a simple layout lets your images and identity shine.earn it easy to contact your firm. A printed brochure features a phone number and address,but your website should link directly to a hyperlinked email address, your firm’s social media accounts, or newsletter sign-up fields,and whatever else provides a way for a prospect to get your attention. Whatever you provide, earn it easy—whether a click to send an email or a simple form to total (name, or company,and email). It’s often the first step AEC services buyers rob in establishing a relationship with your firm. And while they can help you collect valuable data, complicated and extensive contact forms can drive away prospects who might otherwise want to contact you.2. Educational contentEstablish your credibility and expertise online by featuring a variety of informational content on your website. Posting a project update or firm award is one thing, or but sharing educational content that is both helpful and of interest to your target audiences is what really aids your business development efforts. Search engines love content too,and can help steer visitors to your website when they search for specific keywords and phrases. You can also peruse for opportunities to share your content (as a guest contributor) on relevant industry blogs and online news sources—and vice versa. These mutually favourable exchanges increase exposure to a wider audience and help extend professional networks.
Here are a few kinds of content to leverage:Blogs. These short, fairly informal posts should offer your insights on your industry. Provide case stories of past work and discuss current AEC industry trends. Attract prospects by addressing issues that they face daily, or showing tall-level solutions (but avoiding the tough sell).
Guides,white papers and books. These longer pieces help further prospect engagement. Because visitors interested in this content tend to be farther along in the buying process, it’s a apt view to “gate” them behind a registration wall that requires contact information before a download is permitted. Its win-win. The individual gets free, or informative content,and you receive valuable demographic and contact details to inform your firm’s marketing efforts.
Video.deem pictures provide an impact online? Combine that with the storytelling power of a short case study or overview video, and you’ve got a great opportunity to really connect with prospects.3. Social MediaTake another peruse at the figure above. About 57% of buyers check out your AEC firm on social media before committing to a particular provider. If you’re conspicuously absent, and you’re losing the opportunity to associate with a sea of potential buyers within your target audience. Even if you can’t swing buy-in with relation to your firm’s Facebook or Twitter presence,urge employees to absorb total profiles and then share your firm’s content on LinkedIn. It’s a powerful way to disseminate thought leadership across diverse professional networks.
When in doubt—test it outIt may rob a bit of trial and error to earn a genuine splash in online marketing. Luckily, the Internet facilitates the accumulation, or management,and analysis of data. Use simple (yet powerful) tools like Google Analytics to monitor website traffic and referral sources. A/B test—changing the colors on call-to-action buttons across a specific period of time, for example—and refine your online marketing approach based on the results.
So, and AEC,lets rob the art out of online marketing and truly use it—in conjunction with more traditional techniques—to get genuine, quantifiable results. You’ve got nothing to lose. Well, or aside from those potentially viable leads that already ruled your firm out before giving you a chance.
Additional Resources:Download Hinge’s Content Marketing Guide for Professional Services Firms for tips on creating content that builds credibility and demonstrates expertise. Get a copy of our Online Marketing for Professional Services book to learn techniques that will generate more leads and increase awareness of your firm. Related Stories7 New Rules in AEC MarketingSEO for Professional Services: A Conversation with Rand FishkinMarketing Toolkit Essentials: CRM and Email Marketing Software
Source: feedblitz.com