Are you feeling limited by how you can differentiate your firm from its competitors? In this video, our Lead Communications Consultant shares four ways to maximize marketing efforts to help your AEC firm stand out. Check out this video or the blog post below to learn more about the importance of research and analysis, how to maximize marketing in proposals and how marketing can support your firm’s reputation.
Architectural, engineering and construction firms have a unique environment for business development, with limitations on how they can approach differentiation.
Despite these limitations, we’ve found that marketing can be maximized in several ways to help you stand out from competitors.
To really maximize your marketing, here are four ways to make sure you’re getting the most from your efforts.
1. Outsourced Research and Analysis
Sometimes you’re too close to the business to see threats or opportunities. Through branding research, competitive research, market research or search engine optimization research, you can identify strengths to leverage in your marketing and business development.
For example, a recent content audit we conducted identified several ways for a regional engineering firm to leverage the great content they’ve already created and align it with business goals.
2. Maximize Your AEC Marketing in Your Proposals
Much of your advantage is how you present information. Identify and incorporate competitive messaging, but also communicate with charts and strong visual images to reduce your word count.
Developing better templates can also streamline the process and avoid repetitive copy.
My third and fourth tips are somewhat tied together because they are about your reputation. This includes traditional and online reputation building.
Your content, social posts, public relations and your visual brand all work together to put your best foot forward – especially with so much of your firm being viewed online these days.
You want to ensure a great first impression. Besides great content, your SEO keywords help new leads find you quickly online.
3. Keep Doing PR Through Industry Publications and Apply for Awards
Those activities attract interest in your team’s knowledge, and they keep your firm’s name in front of people in between projects.
4. Do Research on the Best Search Keywords for Your Firm
Use those keywords as inspiration for fresh articles and social posts. Create buzz around the services you want to be known for.
When looking ahead at your big vision to attract future business, do your research, enhance your proposal process and stay visible through PR and optimized search strategies. That’s it!
I’m happy to answer your questions here at Ingenuity.
