For sites like Instagram, the learning curve is tight for creating and curating our most appealing images. We have seven apps for our AEC marketers to make finding your feet easier—specifically for stories, but you'll find that they help with the entire process!
One of the steepest learning curves in the social media sphere is the jargon particular to each platform. Some networks share terms—others have their own. Brush up on them or learn more!
As marketing coordinators, know that projects are not the only content to elevate your firm and extend their influence. Likewise, marketing should not be a mere copy-paste between social media platforms. Know and understand the diverse range of possibilities open to you in order to make sure your time in social media marketing is well spent.
LEAD: Plan for Balance in Diversity and Consistency for your Social Media Content
Jun 08 2021 MARKETLINKSocial media marketing needs a balance of diversity and consistency to be at its most effective—that means new content within a reliable plan and system. Consider both the big picture and the minutia to create social media feeds that your followers can rely on.
One of the most challenging demands in marketing is maintaining authenticity, but it is an easier problem to solve than it seems. The sheer number of experts behind every firm in the AEC industry makes achieving authenticity a cinch—so long as technical professionals take a step out.
A visible expert is a professional with high marketplace visibility and a reputation for expertise. In this day and age, social media will bring you there.
Everyone at the firm should be involved when it comes to creating and engaging with content in the social media sphere—everyone has a role, whether that's creating a vision or sharing posts within their personal networks.
Patricia Cantley, Regional Marketing Director of Brown and Caldwell, describes her experience at her job and explains what steps she has found are necessary for marketing success in the industry.
Cynthia Re’Mine, Marketing Director for Reaveley Engineers, provides concrete advice and objectives in response to our questions on her marketing success. From establishing marketing as a serious and fruitful commitment early on to her practices in getting the right people on board, there's wisdom to be found in her informed answers.
Is there still some web tech jargon going over your head? Brush up on four major terms you'll encounter while ensuring the success of your website.
EXECUTE: A Marketing Coordinator’s Role in Keeping Your AEC Website Relevant
May 04 2021 Keri Hammond, FSMPS, CPSMEven when your newly developed website is considered “complete,” it still requires attention. Marketing Coordinators, you are a crucial team partner in guaranteeing the continued effectiveness of your website. Adding website optimization to your task list is essential.
ENGAGE: The Role of Technical Staff in Creating a Lead-Generating Website
May 03 2021 Keri Hammond, FSMPS, CPSMWhen creating a lead-generating website, technical staff are crucial for creating quality content that appeals to potential visitors and draws them in. Technical staff are the ones who create appealing educational libraries for everyone and anyone to learn more about both the firm and the business, and it's expertise that keeps clients coming back for more.
A firm’s marketing leader is responsible for leading the website development team, and there are many factors to juggle. Simplifying those processes into ten steps will help development progress from a slow walk to a smooth run.
AEC firm leaders know that their website reflects the best of their business, becoming a major benefit to marketing success. Though its importance is clear, the steps to advising its creation and maintenance may not be. We have provided five best practices to focus on that will anchor your goals toward building and sustaining the ideal website.
ALL IN: Six Strategies to Master Your AEC Website by Embracing an All-In Attitude
May 01 2021 Keri Hammond, FSMPS, CPSMWebsites are the most encompassing piece of collateral any firm will produce. Because of their marketing potential and proven success, they should directly impact every company's strategic planning. In order to have the best results, the entire firm should have an "all-in mentality," ensuring that all planning and agendas meet the needs of everyone involved—most of all the audience.
As the Client Relations Director at Calder Richards Consulting Structural Engineers, there is much to learn from Nancy Wolthuis. She's worked in the AEC industry for 35 years, and has developed the skills and network to help firms grow through leading by example. She knows clients want to communicate with the people working on their projects, and she works hard to shape up her people and spaces to make sure every connection to clients is a strong one.
As a part of their job, Marketing Coordinators need to consider the many areas where they can assist and enhance their firm’s branded message—from photography to company vehicles. Their work to make sure clients form a brand connection is what makes the firm go 'round.
In order to quickly and accurately communicate your brand to others, you need to know it from inside and out. With Vision, Voice, Visuals, and Values, you'll be able to hit the four biggest facets to ensuring your brand is known. From there, you're already on the pathway to creating the brand guidelines that will make your company come together.
Technical Staff's role in branding is crucial and a key component to customer service. As they interact with customers, vendors, staff, and consultants every day, they should prioritize their skill usage, know their brand back to front, and always lead with a good impression.
Branding envelops every aspect of running a company, and it is essential to understand what it is and how to control it. In order to have a successful brand, you have to consider more than just aesthetics, so what is it? Where do you have to consider branding and when is it relevant?
Most of us in the AEC industry realize that a new name, icon, or logo will not create a new brand for our firm. Creating an “All In” mentality is crucial to forming the brand message necessary to make a lasting impression. The ultimate goal is for every person who interacts with anyone at your firm, in any capacity, to have a structured, consistent, and carefully orchestrated experience.
Marketing coordinators, you are critical to the public relations process. From researching the best tactics to creating a schedule of events and action items and finally implementing the tactics, you'll be involved every step of the way.
AEC technical professionals, your intimate familiarity with design, projects, processes, and the solutions provided is an untapped gold mine for public relations.
By prioritizing the direction of your public relations plan, you can ensure you are getting the return on investment (ROI) expected from your firm leaders. It may be hard to determine which efforts will be most rewarding for your firm. Pick the tactics that will work best with your marketing strategies, within your budget and timeframe.
Do you know what clients and potential clients think of your firm? Does it match what you believe is true about your firm? Because “perception is reality,” it’s important that you make the effort to understand the perception of your firm within your industry and market sectors.
Often misunderstood, PR is an influential tool – a way of turning cold calls into warm prospects. While some people think of PR strictly as press releases and advertising, we suggest you turn that notion on its head. PR is “Perception = Reality.” When used as a support tactic, it will help you win work.
For Myrna Wagner, Vice President of Business Development at Swinerton Management and Consulting, the most important step to marketing mentality was to create a culture of collaboration and accountability with the leadership team. Her approach is to provide them with tools to help and encourage their involvement with business development. MARKETLINK Principal Stephanie Craft asked some questions to find out more.
Professional friendships are built upon a number of valuable facets—reliability, availability, proactivity, and so forth. A good way to get closer to people no matter the setting is by asking questions. Tweak these however you like, but here are some conversation points to get the ball rolling with your clients – current or potential.
It’s all about relationships in our industry - we can’t maintain those relationships if we don’t know where people are. Whether you use an Excel spreadsheet or a CRM like Cosential or Deltek, invest the time needed to keep it current.
Whether your firm has a formal Client Care Program or not, one way to enhance your client relationships and further your career is by thinking of yourself as a Client Care Manager.
We have learned over the years there are 15 solid reasons clients leave firms they’ve built long-term working relationships with. Does your firm have a culture of client service to mitigate this?
Does your firm have customers or clients? Customers buy a service once; clients have established a long-term relationship. Your firm can be ALL IN for client relations.
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