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A campfire with roasting marshmellows.

Accounting Marketing Campfire: Content Marketing Trends

Recently, we served as the subject matter experts on a virtual networking call with the national Association for Accounting Marketing.

We picked up some tips and trends for accounting firm marketing to share with you. Here they are in no particular order:

Use content marketing scheduling tools.

Many of the accounting marketers discussed their approach to scheduling content and making sure they have a plan each month, especially when last-minute content is added.

Tools mentioned included a separate calendar in Outlook to coordinate their team and to plot in content deadlines. Others use project workflow tools such as Monday.com and Airtable.

For some marketers, it helps to create a theme for the month or quarter, tied to your marketing keywords or to the firm’s business goals. Then address the types of content you will create and how often each month.

How many blog posts is the right amount per month? We advised that frequency of any content is less important than the quality of content and your firm’s marketing goals. You will learn how frequently you should post and promote new content by what your analytics are telling you through the year. Let that data inform how you schedule content for the coming year.

Plus, it’s ok to repeat content for people who may have missed it the first time!

Make content creation competitive or required.

Marketers still struggle with the age-old challenge of getting their practice leaders or technical experts to help them develop new content, let alone write it, create a video or participate in a podcast.

The Association for Accounting Marketing members had some great answers for that issue. One idea is to make it a competition and instill the fear of missing out (FOMO) among different practice groups. Another is to request content from directors or managers rather than busy partners, those in your firm who are eager to establish their own reputations and books of business.

A final idea is to have content creation required. Top leadership can direct this activity as part of the firm culture. If each leader contributed an idea or article a month, marketing would be a whole lot easier.

Repurpose. Repurpose. Repurpose.

Once accounting marketers get ideas and/or content from the subject matter experts, they all agreed that their job is to use that content in as many ways as possible. A blog post can become a speaking topic or magazine pitch. A video script can become a blog post. A longer video can be mined for micro-video clips to share on social media, and the audio portion can become a podcast.

When practice group leaders realize that one small effort can produce massive visibility for their team, they may be more willing to offer ideas and keep the party going.

Be mindful of the experts’ preferences because some of them are better at writing while others have a great personality for video and presentations. Play to their strengths, and they will gain confidence.

Hire a business ghostwriter.

It was interesting to learn that most mid-sized accounting firms have a ghostwriter on call to help them produce the volume of content they need each month. It makes sense from a capacity standpoint, but also for the ease of interviewing subject matter experts.

The accounting marketers said that you need a professional to draw out the ideas and key points from the practice group. Your technical experts have the knowledge, but an experienced ghostwriter is focused on the marketing angle and your audience.

READ: How to develop a content marketing strategy

The Association for Accounting Marketing is the principal organization for accounting firm marketing in the U.S., and their annual conference is anticipated and actively attended. It was a privilege to participate in their “campfire” conversation about content marketing for accounting firms.

Your content marketing approach can benefit by taking time to network with other marketing leaders. At the very least, you can learn what other marketers are doing to solve common challenges, such as getting your practice leaders to create content!

Take time for networking opportunities, and let us know if you have any questions about content marketing or ghostwriting services.

You may also like our blog post about virtual networking.


 

A large sandwich with lunch meat, cheese, lettuce and tomato.

Social Media Marketing That’s ‘Snackable’

We don’t know how your schedule looks lately, but it seems to be heating up around here. That means less time and attention to posts and emails that aren’t directly tied to work or families. 

It’s the perfect time to reinvent your social media marketing strategy. We have these trends and tips to help you grab attention as prospects scan your channels. 

‘Snackable’ Social Content

‘Snackable’ is the marketing term for 2021. People are tired of being online, and they want quick, clear content that is easily consumed and shared. We’re talking about inspiring quotes with cool images, posts that include animation and short video clips that take seconds to view. 

To apply snackable social media to engineering firm, accounting firm or other professional services marketing, here are a few tips: 

Tip #1: When creating social media posts, build your image in an app like Canva and make use of their free library of animated gifs to add to your post.

Woman smiling with her arms raised in a sea of confetti.

Example: We added a confetti gif image over the static best workplaces image to catch attention.

Tip #2: Use inspiring quotes as part of your weekly social posting to showcase your firm’s core values or culture.

An example of a inspiring quote.

Here at Ingenuity, we liked this quote because it spoke about intelligence and relationships which are part of our firm’s core strengths.

Tip #3: Include snackable video clips edited down from longer videos with a quick message that people can consume and use right away.

In this example, we took a longer video with five tips and focused on the color palette tip. The shorter clip can play live over and over on social channels. It promotes services in a new way, and it re-uses content you have already created. 

Other Social Media Marketing for Professional Service Firms

Of course, your posts are only helpful for professional service branding and marketing if people actually see them! You need to focus on your number of followers, how often they like or comment on your posts and if they share them. 

Start by encouraging your own team members to like and share your firm’s content. This expands your social media reach by getting in front of the networks of each team member. That can represent thousands of new possible connections and followers on your company pages. This works because your team members probably have connections in target industries that could use your services. Plus, personal posts get better social media ranking than your company page posts. 

You can also boost your social engagement by mentioning or “tagging” a client, a referral source or your connections. Just make sure the tagging relates to the social post. People don’t want to be tagged if the post doesn’t relate to them. 

For example, in the Best Workplaces post we showed you, you could tag the media company that gave your firm the award. The media outlet will appreciate the shout-out, and they might even like, comment or share your post!

Increased likes, follows and comments – engagement – with your posts helps your firm or association rank higher on social channels as an influencer. When those busy potential clients flip through their social feeds, they won’t pass you by!

Learn more about Ingenuity’s social media strategies and creative insights. You may also be interested in How to Use Social Media for Leads.


 

Male hand holding a small block with the words "Strategy" on it.

Strategic Marketing is Not Administration

Professional service firm leaders who choose to outsource their marketing can fall into the seductive trap of hiring agencies that don’t know the first thing about marketing professional services — or the sophistication of your firm’s clients. What’s worse, larger agencies may assign a junior account manager who doesn’t understand proactive marketing consulting.

On the other hand, many firms that are heavily dependent on billable hours may choose to invest in marketing at the entry level. They hire someone with two to five years of experience. Without an experienced marketing professional driving the approach, your strategy and planning lose ground to urgent administrative tasks like assembling proposals or taking random pictures for social media.

We’ve also worked with firms that delegate marketing oversight to their firm administrator, operations executive or a partner/principal. These professionals are amazing at their core jobs, and they may even be interested in marketing. But they can’t prioritize marketing due to time constraints and a lack of knowledge about creative marketing strategy.

Marketing Solutions for Professionals

Here is why strategic marketing is not administration. A full-service marketing department should be able to accomplish the following things:

  • Senior-level consulting, design and writing, digital marketing, advertising and social skills
  • Effective and proactive project management with timelines, accountability and communication
  • Support for hiring new staff at the right time with proper job descriptions
  • Consulting with owners/partners regularly to develop a marketing/sales culture
  • Liaison with vendors to streamline and/or automate your marketing strategy
  • Market research to understand how your buyers buy
  • Industry-wide view of marketing trends to expand your options and creativity
  • Alignment of marketing activities with sales goals
  • Consistent branding on all materials and channels
  • Consistent lead generation and nurturing activities and monitoring
  • Coaching to build in-house marketing skills
  • Proactive consulting on next steps to maximize marketing efforts

A firm with limited in-house marketing support or an executive who is managing marketing will need to seek other solutions to deliver these full-service results. To continue with the status quo will lead to frustration, loss of visibility or scattered business efforts.

Marketing is not about the leads and new business you have now. Just like project planning and accurate financial statements, marketing planning is vital for attracting future business. Can you afford to just hope that leads and referrals appear in your competitive market? Stay visible with consistent marketing strategy and professionals who specialize in it.

LEARN MORE ABOUT INGENUITY’S OUTSOURCED MARKETING SERVICES


 

 

A freeway sign showing outsource and in-house directions on sign

3 Times Your Marketing Team May Need an Outside Specialist

More professional service firms today are investing in experienced marketing teams led by chief marketing officers (CMOs). Some of these leaders are even getting the opportunity to become shareholders while leading teams that range from designers and content specialists to digital marketing managers, proposal teams and analysts.

Even so, there are times on larger marketing teams when an outside perspective is necessary for the following three reasons:

  • Time constraints
  • Independent analysis and insights
  • Creative inspiration

Depending on the project, all three areas can come into play. For success, you need relationships with consultants who understand professional services marketing and the sophistication of the clients you serve.

#1 Time Constraints for Marketing Strategy

When your team is already busy, taking on the challenge of a new website or a niche campaign project can feel overwhelming. The firm has determined these goals for the coming year, and you already know that time is not on your side.

Another challenge that can occur is during turnover on your team. You lose a key professional, and your rhythm is thrown off until someone can be hired. This is the perfect time to draw from your connections already developed with outsourced professionals. It’s not the time to take a chance on an agency that’s untried in your industry.

#2 Independent Analysis and Recommendations

Sometimes your team is too close to your marketing strategy or branding to get a clear perspective on what’s happening with analytics, content or client perceptions. Projects such as website or SEO audits, third-party client or referral research and analysis of the data can bring broader recommendations to support your strategy.

In addition, my may outsource projects such as client surveys and niche industry research to support broader promotion and participation as well as independent analysis and recommendations that leaders can feel confident about sharing in a final report.

#3 Igniting your Creative Inspiration

This third reason is not needed as frequently as the other two, but at times visual creativity can fix wordy proposals, website copy and marketing collateral. Bringing in a fresh perspective can help you communicate your value visually and in fewer words.   

Entire processes and approaches can be rendered visually as infographics. Core values can be illustrated with icons. There are many ways to go beyond bullet points and subheadings when you collaborate with a fresh design team that understands professional services marketing.

Marketing Solutions for Professionals

When you determine that your marketing team could use an outside specialist, you will need to consider:

  • The flexibility of your marketing budget and a reasonable fee for the level of project
  • Your role in the project as a marketing leader and how much to delegate to your team and to the outsourced specialist
  • The desired timeline for starting and finalizing the project, and any room for flexibility
  • How you will define success for your team and the specialist in order to measure results
  • The communications strategy with firm leaders on why you need a specialist for the project
  • An understanding of next steps with the final project and how the outside specialist can ensure effective implementation and ROI.

A firm with a large marketing team may find it harder to justify bringing on an outside marketing specialist unless you factor these considerations ahead of proposing it to the firm. Even if outsourcing is already built into your marketing budget, make sure to map out your purpose and collaboration from day one so that everyone is on the same page.

Marketing is not about the leads and new business you have now. Just like project planning and accurate financial statements, marketing planning is vital for attracting future business. Can you afford to just hope that leads and referrals appear in your competitive market? Stay visible with consistent marketing strategy and engaging professionals who specialize in it.

LEARN MORE ABOUT INGENUITY’S OUTSOURCED MARKETING SERVICES


 

A purple cow standing out in a field of other cows.

Copywriting: Is Your Content a Purple Cow?

Could three questions really help you get more compelling stories for your website content and content marketing? Communications Consultant Christine Nelson uses her journalism mojo to find those great stories hiding among your professionals and your work with clients. If your content marketing could use better storytelling, this is a must-see video.


If you prefer to read this content, the video transcript is below.

An accountant I interviewed quite a few years ago told me a story about slinging pizzas for his client. He had stopped into the restaurant on a very busy night. He wanted to help, and that night the client needed him to make pizzas. And so he did!

You can bet the client was grateful and stayed with that CPA. And that’s a Purple Cow story.

Purple cow is defined by Seth Godin, a US entrepreneur and bestselling author, as delivering a remarkable experience with your product or service. It’s fresh. It’s unexpected. It’s a first.

But mostly we get brown cows when we visit websites…the same old “quality service and dedicated team and responsive delivery”…and it’s why most firms can’t get lead conversion on their websites.

What if, instead, you were able to stand apart from the brown cows? Few professionals do it because it’s easier to talk about your services and not your extraordinary experiences for clients.

You need to find the real story behind the services.

Just this week, I was talking to a professional about audit services. You might think it’s the brownest cow there is. But as I asked more questions, this auditor got pretty animated. He wasn’t talking about audits. He was talking about the outcome his clients wanted and how the audited financial statements took them there.

I want to hear and write that story.  Don’t you?

To get started, here is a simple formula I use to draw out that purple cow story. Ask these three questions:

Who has it helped?

Why does it matter?

Why do others need that kind of solution?

Answering these questions gets you out of the brown cow writing and into a more direct answer to the solutions that your website’s visitors are searching for. Try it with your next eblast or blog post, and send me the link here at Ingenuity for a quick Purple Cow review!

CONTACT US AT INGENUITY ABOUT BUSINESS GHOSTWRITER SERVICES

See an example of technical engineering data transformed into our client’s project success story.


 

Person typing a message into Slack application on laptop.

Keep Conversation Flowing When Working Remotely

When the entire team was in the office, short conversations in the breakroom or by the printer were common and helped you get to know your coworkers. Maybe you’ve heard these quick chats called “water cooler moments.” Water cooler moments are a great opportunity to simply hang out with one another and get to know coworkers on a personal level. You may have had many water cooler moments with clients as well when you met up for lunch or happy hour to discuss upcoming projects.

Now that many offices are working remotely or have implemented a flexible work-from-home model, these personal and impromptu moments to connect are far and few between. Here are a few ways to make water cooler moments with coworkers or clients possible when working remotely.

Incorporate Casual Conversation into Your Routine Meetings

Add time for water cooler moments into your regularly scheduled meetings. You can even add structure to these casual conversations by planning a specific question to ask in advance, or noting to catch up on the client’s recent vacation that they took. Taking the time to ask these light-hearted, personal questions allows you to build meaningful relationships with coworkers and clients. It allows you to understand their thought processes and patterns, which can make work more fun for everyone.

During these water cooler moments, take note of any personal status updates a coworker or client shares with you. Building strong relationships is possible even when working remotely! Remembering that a coworker was going to a specific state for vacation allows you to follow up and ask specific questions about their time off. Or maybe you notice that your client’s office has a different décor. Make personal connections whenever you get the chance to maintain a positive work environment, even when you’re at home.

PODCAST: Quick tips to nurture client relationships

Utilize Technology

There are many tools to make water cooler moments even more impromptu than during a meeting. Utilizing tools like Slack and chat features tied to your email or video conference software are easy ways to quickly say hello to a friend at the company. These features can also be used for quick work updates, so whenever you have to share a status update on a project, make sure to ask about the coworker’s kickball league or favorite sports team. These conversations don’t have to be long, but are meaningful and help build team comradery.

There are many different types of professional online messaging tools your firm or association can use to stay connected. If you don’t know of a tool that your organization uses, reach out to the HR or IT department. Maybe there is one that you need to get connected to, or they would be able to set one up for the entire team to take advantage of.

VIDEO: A positive work culture attracts great candidates. Learn more!

Get Face-to-Face

The best part of in-office water cooler moments is that you had the opportunity to connect with coworkers that you didn’t work with directly, or you could schedule regular hangouts with a client. When we work from home, that opportunity to connect with different teams or departments is often missed. If you’re like us at Ingenuity, you love forming relationships with people. Don’t be afraid to admit that casual conversations in the middle of the work day is something that can turn your day around! If this is you too, invite a coworker or client to have a quick 15-minute phone or video call with you over coffee.

These conversations aren’t impromptu, but can certainly be something to look forward to. Just because so many of us are working from home doesn’t mean that we don’t have to see one another. Reach out and send the invitation to connect. You may be surprised at how many of the people you enjoyed talking with near the printer in the office will want to chat remotely.

Keep the Conversation Light

Quick chats in the breakroom were fun because they were refreshing. The topic of work didn’t come up often. It was a little bit of a break that allowed you to go back to your task at hand with a new perspective and cleared mind. Light conversations also helped you form long-lasting relationships with clients.

Keep the same strategy in place when you decide to send someone an online message, invite them to a one-on-one video call or when incorporating water cooler moments into your meetings. Allow this time to be a little break from the reality of your work day.

By taking a break, you gain momentum on your project when you get back to your desk. Your clients also benefit from the break, and the entire office benefits by you having built stronger coworker relationships. Relationships that you form through these impromptu conversations will allow you to work better with coworkers and clients. Not only will you work better with one another, but work will be more fun, more conversational and the finished project results will be collaborative and successful. Implement more water cooler moments into your work-from-home routine and reap the benefits!

Virtual networking is here to stay! Learn more tips about how virtual tools can boost your firm or associations business development strategy.


 

Cat sniffing catnip

3 Things to Make Your Association Like Cat Nip to Members

 

What if your association offerings were like cat nip to members and potential members? They rush to it. They actively engage in it. It makes them happy.

This is exactly the experience you want members to have, especially with the changing demographics of professionals. They consume information and socialize differently than they did within associations 20 years ago. If we know anything about digital marketing ideas, we know that you can adapt your outreach to become catnip to your members. Try these three things.

Help Them Browse and Shop

Your buyers are comfortable shopping online, and they do it with services just as much as with products. A GE Capital Bank “major purchase shopper study” found that 81% of buyers go online before talking to someone. They also spend an average of 79 days gathering information.

Your online presence should allow your members and potential members the ease of shopping your site, gathering information and resources and confirming the value of membership. Don’t have all your good stuff locked behind a “members only” wall. Your potential members need opportunities to browse and consider contacting you.

Some of the top resources we’re seeing on association sites include industry studies and survey reports, videos by current members and infographics that show the results and benefits of membership. Reinforce how your association is a critical avenue to their success.

See an example of a valuable industry report.

Provide News and Listen for Trends

Marketing for associations is all about being a resource. You want to be the go-to source of valuable information. You do this by providing up-to-date news, but also by listening for emerging challenges or trends.

Your social channels are invaluable for providing this service. Don’t just promote the results of your educational events or conferences. Photos and videos are great to showcase your member culture, but also post legislative news, industry breakthroughs and studies relevant to your audience.

In addition, listen to your members for issues they are concerned about. Follow their posts and identify opportunities to create events, resources or articles and videos that address those needs.

Offer Multiple Points of Interaction

As your members go about their day, they consume information in different ways. They may use their digital notebook to read the news in the morning from various digests. Then they check their social networks. Later, they may listen to a podcast while exercising or driving. Your association marketing must consider how your members consume information at different points in their day. Provide your information in those multiple formats.

If you record your webinars, for example, turn that valuable information into a podcast series. It’s easier for members and potential members to consume while they’re on the go. The technology is available to easily transform an MP4 file into audio only.

In addition, you will find that some members prefer attending virtual events even as in-person events ramp up. Keep that hybrid option available, and think about how to make the virtual experience special and impactful.

Meet your members and potential members at the crossroads of their needs and lifestyle, and you will keep them coming back for more!

For more cat nip ideas and marketing for associations, contact us at Ingenuity.

SEE HOW THIS GLOBAL ASSOCIATION IS MAINTAINING ITS COMPETITIVE POSITION AND MEMBER INTEREST.


 

Video tile header for brand refresh video

Elements of a Brand Refresh

Could your brand use a change? An industry rule of thumb is to update a brand every five years, but instead of creating an entirely new brand maybe you could use a refresh! In this video our Lead Design Consultant, Robert Wasiluk, gives advice to bring new life to any brand. Check out the video to hear Robert’s five creative branding tips.


If you prefer to read this content, the video transcript is below.

Your team is hinting that your logo and overall look could use a change. But what if you just updated everything a few years ago?

An industry rule of thumb is to update your brand every five years. Instead of a whole new brand, you might just need a re-fresh!

Here are 5 elements of a visual brand re-fresh that can make a huge difference in your firm’s or association’s first impression. 

  1. Inspiration – Whenever you do a brand refresh, look at fonts, colors, inspirational imagery and words. They can give you direction for updating your visual branding. Also look at your competition. You still want your refreshed brand to be unique.
  2. Logo Usage – Look at the different formats of your current brand identity, and how they are used, to make sure a revised logo will fit those specific uses. Does your refreshed logo need to look good in an email signature, but also on a t-shirt? Test it out.
  3. Color Palette – Sometimes your current color palette is limited or out of date. By adding complementary colors to your primary color palette, you get an instant refresh!
  4. Brand Style Guide – Do you have a style guide? Sometimes your style guide can point to options for refreshed logo uses, additional approved fonts or colors, and even new photo imagery.
  5. Identity Kit – You want to save your refreshed brand identify in a variety of file formats. This makes it easier to send a .jpg or a vector .eps file to a vendor for an ad or to your webmaster. Create presentation templates and digital forms with your refreshed logo, so that everyone is using it consistently.

Once your brand is refreshed, use this opportunity to include your internal team and promote it to the public. Share your new look on social posts or host an old stationery shredding party! Everyone loves a makeover!

Clarify your brand positioning. Download our brand strategy resource to better identify and establish your brand.


Waterfall with rainbow

Add Client Check-Ins to AEC Project Debriefs

We all agree that project debriefs are helpful if you can get clear takeaways about areas to improve in your management processes, cost estimates or client communications. But everything we’ve read about project debriefs is essentially internal and focused on your team.

What about the client’s perspective?

AEC firms tell us that they get the majority of their new work through repeat clients or referrals from clients. So it begs the question, why aren’t project managers checking in with clients immediately post-project, six months after a project and so on?

Some experienced project managers and firms with a sales team are great at this, but it should be a common practice across your PM team if you are building a culture that delivers consistently stellar client experiences. PMs who check in with clients strengthen the relationship, and they will also hear about future work on the horizon sooner.

It’s a team effort. PMs and business developers have different, but complementary interests in the relationship. Business developers are interested in keeping clients happy and attracting new work. PMs are interested in improving processes, efficiency and project outcomes. It all translates to new work and more enjoyable projects for everyone.

Winning AEC Business While Retaining Great PMs

Here are some thoughts to integrate client check-ins with your post-project debriefing. They are a key part of competitive research and winning future business.

  1. Encourage your PMs to invite or join clients for lunch. Post-project, you should have fun, celebratory lunches or post-project conversations. Why? It will strengthen the client relationship by letting the PM show their human and personal side. People who have a nice time together are more likely to want to work together in the future.
  2. Prep your PMs for great post-project questions. As part of your debrief process, create some questions that the PM can use to collect important feedback and also ask for referrals. You already know if the project came in on time and on budget, so why ask clients that?

Ask them about what they appreciated most during the project and what might have displeased them. Ask if you’re on the same page about the value you delivered or if they have other ideas. And finally, ask how likely they are to refer you to other clients, and when there might be new work coming your way.

READ: Read this post for additional interviewing techniques

  1. Train your PMs to share client feedback with marketing and business development. If your marketing team doesn’t know about how your firm saved a client thousands of dollars through a new choice of materials or an alternative design approach, they can’t share a success story to attract new business.

Plus, PMs can feel proud talking about their “wins” on a short video or sharing a client compliment in a case study. Even if you have an NDA, smart marketing people know how to discreetly share that competitive feedback and communicate your firm’s value to clients and prospects. Client feedback and stories are the most memorable ways to do that. And who is closer to the project’s value and deliverables than the PM?

Why is client feedback so important for AEC repeat business? You can’t assume that clients will choose your firm every time. These industries are too competitive.

Instead, proactively ask for the feedback through your debriefing process. Discuss the project internally, and then take that information on the road to discuss with your clients. They will appreciate that you spent time talking about their project, and you will appreciate having time with them that isn’t solely focused on a proposal, a problem or a deadline.

We highly recommend a post-project celebration, too. Cheers!

SEE INGENUITY’S AEC MARKETING SERVICES

THIS FIRM TRANSFORMED GREAT PROJECT RESULTS INTO PR FOR THEIR AEC FIRM


 

Someone laying bricks

AEC Marketing Basics

There’s no question that your AEC firm is busy! The marketing department may be creating proposals left and right to take advantage of all the new business opportunities. When new business can be quickly earned through proposals, the firm’s marketing basics can be left out to dry. While proposals certainly position your firm to win new business in the present, these marketing basics will continue to position your firm for success long into the future.

Be Present Online

According to Intergrowth, 80% of major purchases start with online research. As people go online to learn about the AEC industry and your services, it’s critical that your firm can be found through an internet search. Here are some ways to make sure your firm shows up as a search result and that your brand is accurately represented online.

    • Add content to your website. When was the last time you updated information on your site? Add information about completed projects, industry trends and anything else that sets your firm apart from the competition. Write a blog about the new drone technology your firm has invested in or highlight a presentation that an employee gave at a recent conference. By creating valuable, educational content, you educate your potential clients and become a trusted thought leader within your industry.

Here are a few content ideas to incorporate into your marketing strategy:

    1. Blog posts
    2. eBooks, worksheets and templates
    3. Project photos and videos

SEO Tip: Adding information to your website helps your firm stand out on search engines like Google. Search engines are more likely to highlight websites that are maintained and updated regularly.

    • Regularly post to social media. Social media is an extension of your website. Use these platforms to engage with partners, clients and to showcase your work. Social media can also be a great tool to retain and attract talent to your firm by highlighting firm news and culture events.

SEO Tip: An active social media account that links to your website also improves your chances of being a top search result on Google or any other search engine. We recommending posting to social media at least 1-2 times a week.

DOWNLOAD: Check out these easy tips to improve your website’s SEO

Email Marketing

Email marketing continues to be one of the most powerful ways to reach warm leads and convert them into clients. By emailing your contact list consistently, your firm stays top of mind. Find an e-newsletter schedule that works best for you and stick to it. We recommend sending an email at least once a month to communicate with your contact list.

Topics to include within your future newsletters:

    • Award Recognition – Highlight recent awards your firm has received, or projects you’ve completed. This showcases your firm’s experience and instills trust in your brand.
    • Webinar Invitations – Whether you’re hosting a webinar or one of the firm’s employees is participating as a speaker in one, promote it via email. This positions your firm as a thought leader within the industry. Webinars are a great lead generation tool!
    • Content Updates – Highlight the new content you’ve added to the website. New blogs, video or resources are always popular to share and will drive traffic back to your website to learn more about the firm.

VIDEO: 5 Email Marketing Tips for Lead Generation

Tell Your Story

Your firm exists to help clients reach their goals. Case studies are a powerful tool to help others understand the work you do and highlights successes. Rather than tell prospective clients how you can help them reach their goals, show them. Tell the story from start to finish, but highlight the client as the focal point. Your case studies should answer the following questions:

    • Who is the client and what do they do?
    • What were the client’s goals?
    • What were their needs?
    • How did you satisfy those needs and help meet the client’s goals?

But don’t stop there! Follow up with this client to ask them how your firm’s work benefited them. What solutions do they feel like your firm provided? 

Testimonials

This leads us to our last point. When discussing previous work with clients, collect a testimonial about your relationship. Share these testimonials far and wide. Share on your website, via social media, in newsletters and in case studies. Testimonials connect with future clients in a meaningful, personal way. Others can relate to a testimonial and will work with your firm to have a similar experience. 

Your AEC firm is busy, but don’t push these marketing essentials to the side any longer. They continue to be the foundation of your firm’s success and support future growth opportunities. Proposals are the sprinkle on top. Position your firm for longevity by investing time and energy into the marketing basics that will continuously position your firm as a leader and innovator within your industry. 

Looking for more guidance on marketing basics? Contact us at Ingenuity.

DOWNLOAD: THIS AEC DEBRIEF CHECKLIST HELPS BUILD LONG-LASTING RELATIONSHIPS. HERE’S HOW.