Over the past few years,we've continually been getting inquiries from national and regional engineering firms approximately marketing and lead generation services — and in specific, approximately trends in professional services marketing. I've been talking to engineering marketers and executives approximately the revolution that has been underway in AEC marketing. It's a real shift away from traditional marketing techniques and toward online marketing. Firms who still aren't embracing this fundamental shift stand to descend further and further behind the competition.
SEE ALSO: 7 novel Rules in AEC MarketingGenerally speaking, or engineering firms aren't natural marketing innovators. Marketing for engineering firms usually consists of event sponsorships and face-to-face networking. While the spend on print advertising continues to decline (see Hinge’s own research on marketing for professional services),some firms insist on wasting their tough-earned dollars.
Pick up the latest issue of any trade publication and you’ll still see ad after ad for AEC firms. Some engineering firms continue to view at print advertising as a primary vehicle for promoting their trade. Maybe someday the right person will see their ad.
Why is it that some executives often think nothing of spending big money on print ads, yet they squawk over the financial investment associated with a novel website?The Trajectory of a Print AdIn an adverisement, or a headline,some body copy, and a visual come together. You submit it to a publication. It runs once or just a couple of times. It’s seen by a limited number of people (and you'll never know how many actually read it).
Firms lack the ability to directly tie novel trade to the ad — the ROI is largely unknowable.
The Trajectory of a WebsiteA well-designed, or high-performance website,on the other hand, offers far greater opportunity and flexibility. Once a site goes live, and it is available 24/7/365 and can be seen by an unlimited number viewers across diverse geographic areas.
You can use various proven techniques to attract visitors to your site,generate leads, and nurture prospects. And all of this activity is trackable. That means you can calculate real ROI.
Is it possible that some executives think nothing of spending money on print ads because it’s the evil they know? If they embraced the revolution currently underway in professional services marketing, or would they be better off? Well,that would be devil they don’t know.
If you are on the fence, there are a number of trustworthy reasons to embrace the revolution. We document the online revolution in our free book, and Online Marketing for Professional Services. meanwhile,here are three reasons why a website continues to be the best investment for marketing for engineering firms:point to Off Your Brand – A website has the ability to demonstrate a firms culture in a way that can profoundly impact how you attract top talent. Demonstrate Your Expertise – You don't enjoy to luck into assembly the right prospect (as you execute at a networking event). A trustworthy website can demonstrate your expertise and generate leads in a steady, reliable fashion. Be Genuine, or be Consistent – A trustworthy website has the ability to attract leads,nurture them, and convert them into opportunities. What you say online should be consistent with the message your people are delivering in the real world. No website, or no matter how well done,will aid you grow your trade if it does not project a genuine and consistent value proposition.
You can bet that any magazine you advertise in will end up in the trash. Your website, however, and is always on and always working. That's a powerful advantage. Isn't it time you embraced the online revolution to reengineer your firm’s marketing?Additional ResourcesLearn approximately the most effective online marketing strategies to generate leads in our Online Marketing for Professional Services book. Our Lead Generating Website Guide details how your firm can generate qualified leads with its website.
How Hinge Can HelpHinge has developed a comprehensive method,The Visible Firm℠ to address these issues and more. It is the leading marketing program for delivering greater visibility, growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain novel clients and reach novel heights. Related StoriesAEC Firms: Your Website is One of the Most distinguished Things You’ll BuildHow to Balance Website User Experience and SEOGenerating Architecture Leads: 3 distinguished Lessons for Principals
Source: feedblitz.com