Unlocking Successful AEC Marketing Content: Leveraging Technical Professionals' Insight
Technical professionals play a vital role in driving successful marketing strategies for Architecture, Engineering, and Construction (AEC) firms. Their understanding of a project’s needs form the story of a firm’s project. As subject matter experts, they possess the invaluable knowledge and resources that shape marketing collateral. But what specific insights do AEC marketers need from these technical professionals?
Unveiling Challenges, Solutions, and Benefits
AEC marketers seek comprehensive information about company projects, project approach, management plans, and other technical information that can be used in marketing collateral. This requires an understanding of the challenges, solutions, and benefits associated with each project that can only come from a technical professional working day-to-day on each project.
Challenges may encompass technical complexities, collaborative hurdles, or external obstacles. Technical professionals should articulate the obstacles they encountered, such as weather conditions, slopes, site conditions, owner requests, change orders, or scheduling and budget constraints.
The true essence of technical professionals' expertise lies in how they conquer these challenges. Marketing endeavors that can showcase this expertise by telling the story of their problem-solving methods and innovative approaches are valuable in proposal writing. Even seemingly mundane details hold remarkable value in conveying how the firm has overcome challenges.
Moreover, marketers are interested in understanding the tangible benefits that arise from the implemented solutions. They want to identify the distinctive aspects of the project that make it stand out. Is it the remarkable amenities, a project completed early, visionary design choices, or something else altogether?
Collaborative Partnerships that Showcase an AEC Technical Professional’s Expertise
Effective communication and articulation are pivotal when delivering this information. By fostering consistent collaboration with AEC marketing professionals, technical experts can provide the necessary details needed to enhance the marketing efforts. This empowers marketers to spotlight firm projects, infuse precision and authenticity into proposals, hire photographers, curate articles, and execute a host of other marketing initiatives. In essence, these fundamental insights significantly contribute to showcasing the strengths of each project, highlighting its unique characteristics, and substantiating the value of the AEC technical professionals' expertise.
To facilitate this process, it is ideal for the marketing team to establish project milestones that allow them to regularly meet with technical professionals. These sessions facilitate the gathering of essential components required for marketing campaigns, ensuring the availability of accurate and compelling information.
By harnessing the insights of technical professionals and fostering a collaborative environment, marketers can unlock the full potential of their marketing efforts in the AEC industry.
