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Best Practices for Digital Ad Campaigns

If you’re reading this, you may have made the decision to maximize your online presence by investing in Google Ads. Or, maybe you have been using Google Ads for some time but want to change them up to improve their overall performance. Let’s talk through best practices to create engaging, persuasive and reputable online advertisements.

READ: How Google Ads Can Support Business Development

The Importance of Versatile Ads

When investing in Google Ads, you want these ads to be placed in front of people that are interested in information related to your firm or association’s services. Your goal is to attract people to your website that need our help.

When creating a Google Ad, you have the ability to create multiple headlines and descriptions. Google is an intuitive machine that will then interchange your headline and description based on what someone is searching for online. The keywords that you implement into the ad content should attract people who are actually searching for information related to your services. If you have been using the same ad copy for a while, it might be time to change the headlines and descriptions to better reach your target audience through refreshed keywords and phrases.

READ: 3 SEO Boosters and How to Implement Them

Create an Engaging Landing Page

Think of the landing page associated with your online ad as the face of your organization. How do you want new website visitors to view your brand or services when they visit your website for the first time?

Tips to make your landing page engaging and effective:

  1. Deliver on the ads promise. Does the landing page provide information a viewer would expect to find based on the content of the ad? Make this information front and center so it can’t be missed.
  2. Create engaging content. Instead of the usual, printed copy on a page, turn your message into a video to better explain your services or upcoming event. Create a downloadable resource to share, or display a case study. These engaging content ideas better position your firm or association as a thought leader by displaying your expertise, and by making your message memorable.
  3. Make it easy to reach out. Create a contact form for website visitors to fill out if they want to get in touch. Visitors that click through your ad and land on the website are potential leads. Collect contact information to follow up with them and add them to your newsletter. This follow-through helps you stay top-of-mind when they are ready to become a client.


Ask yourselves these three questions when designing an ad landing page:

Google prefers to showcase ads with landing pages and that have these three factors: relevance and original content, transparency and navigability.

  1. How will a visitor navigate the page? Design your landing pages with your target audience in mind. Encourage engagement and navigation to other areas of the website.
  2. Are you providing clear information? Be direct and upfront with the information and services you want to highlight on each landing page.
  3. Is your landing page relevant to the ad? Use similar keywords and phrases on the landing page as you do in the ad. Assure visitors that your information is what they were looking for.

The Impact on Quality Score

The relevance of an ad and an engaging landing page do make an impact on your ad’s overall performance. These elements are critical to making your Google Ads a success because these elements impact the ad’s quality score. Quality score is Google’s rating system to show you how user friendly your ads, landing pages and keywords are. This rating is represented on a scale from 1 to 10, with 1 being the lowest and 10 being the highest, or best performing. If your ads have a lower quality score, they are less likely to be placed in front of people searching for services related to what you have to offer.

You can improve an ad’s quality score by creating specific landing pages for each ad you have. Meaning, don’t link to the same landing page for multiple ads. Quality score can also be improved by using relevant keywords. Just like we mentioned before, make sure your ads are relevant to the landing page you’re directing them to.

We hope you now have a grasp on how to make your ads relevant, how to make the landing page engaging and how these elements impact your ad’s overall performance. With these tips in mind, your ads and web content will encourage new visitors to engage with your firm or association, supporting your business development strategy.

Curios to learn more SEO tips? Check out our SEO Checklist, a tool designed to help you improve conversion.


 

Virtual Networking: It’s Here to Stay!

 

Virtual networking provides countless advantages to boost your business development strategy. Not only can you form long-term relationships with potential clients and business partners, but you get to connect at your own convenience.

Taking advantage of virtual networking allows us to connect with anyone from anywhere. There’s no longer a limit to how far we will travel to meet prospects, or a need to coordinate travel days into our busy work schedule. It also allows us to connect with others in different time zones, and then take our children to soccer practice later in the afternoon. The new virtual world we live in allows professionals within any industry to maintain a personal and work life balance.

Virtual networking is here to stay simply because of the convenience factor. Here’s how to take advantage of this new way of doing business.

Virtual Networking Can Still Be Personal

Just like you would talk about weather or traffic when meeting a prospect in person, you still need to add these casual conversational pieces into your virtual discussions. In other words, don’t make it all about work. Ask about a painting or photo someone has behind them during the video conference call. Ask them questions about their weekend or their hobbies. Side conversations like this make networking fun, memorable and personable. It’s these types of conversations that allow you to form long-lasting, valuable relationships with potential leads that turn into loyal clients.

Add variety to how you connect with your prospects. With the year 2020 behind us, you’ve probably heard or experienced what we often call “Zoom fatigue”. It’s true that being on video or on a long call can be exhausting, especially when you’re trying to separate personal and work life. Ask your prospects if they prefer to meet on camera or over the phone today. Who knows, you may find prospects in your local area who would prefer to meet at a coffee shop.

Other ways to stop top-of-mind with prospects is to share resources. After knowing your prospects interests and appetite for your services, share podcasts, blogs, videos or other resources you’ve found to be helpful. Connecting like this via email allows you to be seen as a valuable resource, helping the potential client to understand certain topics or gain industry insight.

PODCAST: THE MAGIC OF VIRTUAL NETWORKING

Virtual Networking Adds Flexibility to your Work Schedule

We now have the opportunity to network with people far and wide, whenever it works best for our work or personal schedules. You may find that fitting virtual networking into your busy work schedule is easier than ever. Maybe for you, scheduling multiple video conference calls in one afternoon allows you to cross multiple necessary discussions off your business development to-do list quickly and efficiently.

It may seem difficult to initially connect with new prospects. Once you have their contact information, offer a brief 10 to 15-minute phone call. Brief phone calls remain less intimidating than video conferencing. This phone call can be used to get to know what the prospect’s needs are, what they are looking for and how you can help. From there, having a follow up discussion via video can be a more beneficial use of time and provide an opportunity to share informed insight to what specific services or information the prospect is looking for.

Connecting virtually also allows you have to have multiple resources at your fingertips. When meeting virtually with a potential client, you can have their website up on your computer screen while you ask questions about their operations. Maybe you even skim through their LinkedIn profile during your discussion to speak to specific work-experience or skills the prospect has.

GENERATE LEADS WITH GOOGLE ADS

Stick to the Basics

One of the keys to networking is your follow through. Even when connecting virtually, follow up via email or phone to check in with the lead. Ask how they are doing, if they have any questions for you and maybe even bring up a topic of conversation you had together during the call. This is another opportunity to connect with the prospect on a personal level, and form a loyal working relationship with them.

When connecting virtually, be attentive. Give the prospect your entire attention by being in a quiet room with limited distractions and good phone service or a strong internet connection. Silence phone or computer notifications, just as you would in an in-person business meeting.

We get it. Life happens, and sometimes you will need to reschedule virtual meetings. Even though virtual networking is convenient because we can do it from our couch, the airport or the local coffee shop, being appreciative of the prospect’s time is critically important. Don’t forget to communicate in advance if you must reschedule.

The advantages to virtual networking are limitless. It brings ease to your work day, adds flexibility to your business development strategy and expands who you can reach for future business opportunities. If you haven’t added this into your business development strategy, what are you waiting for?! Take advantage of these opportunities, yet keep the foundation of networking skills in place. With these tips in mind, your business development strategy will reap the benefits of virtual networking long into the future.  

Thinking about hosting more virtual events to support virtual networking? Check out our blog post, How to Leverage Virtual Events in 2021


 

Client Satisfaction Blog

Borrow these 3 client experience hacks from DIY tax platforms

Client Satisfaction Blog

Right now, DIY tax platforms are designed for individuals with simple returns, and they don’t necessarily compete with CPA firms. However, their proactive communications throughout tax season are quite elegant and worth a closer look.

Leveraging their technology, these platforms communicate with customers and potential customers prior to tax season, during the tax preparation process and after. Since there is no personal relationship with a CPA, they enhance the client experience with regular, strategic email check-ins and feedback requests.

You may be very proactive throughout the year with your clients in an advisory capacity. When deadlines push and laws change rapidly, though, your firm could leverage marketing technology to stay in touch and productive.

Corporate clients are still run by individuals who are busy and don’t have time to check on the status of tax filings and payments or audits. Even so, they want to know that their CPA is on the job despite regulatory delays or deadline extensions. Take a cue from DIY tax services in these three ways to enhance your clients’ experience. They are simple and will be appreciated.

Hack #1 – Reminders to Connect

Once people have an account with a DIY service, the platform begins a series of emails with friendly reminders to get in touch. It’s their version of a tax planner, but they send it more than once to remind busy customers to get started.

Whether you are communicating with CFOs, administrators or owners, a series of pre-planning or reminder emails strengthens the client experience because it does not require the client to search through paperwork OR emails to find your firm’s instructions or request. When that reminder email shows up, your clients will appreciate the simplicity of following through.

These emails can be personalized and scheduled through your integrated CRM and marketing tools. In this DIY tax platform example, the email is reminding the client of a scheduled appointment. Busy people appreciate reminders.

Appointment Reminder Example

Hack #2 – Automated Updates

With unprecedented tax changes over the past few years, CPAs have experienced an endless tax season. So have your clients.

Amidst these changing tax laws, regulations and filing deadlines, the DIY platforms do a smart thing. They send regular updates to let customers know about the status of their returns.

Automated Email Updates

In your automated email updates, you can give a status update, but also proactively let the client know what it means and what’s next for them.

These updates calm client concerns or frustrations. You will potentially avoid multiple calls or emails from clients, which disrupts your team’s productivity. Use your technology to set up these emails in advance. They can be as simple as:

“Good news! Your tax preparation is underway. I will let you know when I have more details on your filing date. Thank you for choosing us.”

OR

“Thanks for your patience. We are waiting on information from the IRS regarding some aspects of your return, and we will update you on filing status by March 17…”

READ: Keys to Fostering Brand Loyalty for Your Firm

Hack #3 – Measure Client Satisfaction

DIY tax platforms always offer a survey or ask customers to review their service to help them improve it. The surveys are less than three minutes, but they target certain aspects of the tax filing process. They help the company identify service, technology or outcomes that people highly value or highly dislike.

Quality Customer Support

Through your CPA firm marketing, you can offer a series of multiple choice and open-ended questions in a short survey following your key tax or audit engagements. They can be automated like the DIY tax platforms to feed your firm information about the client experience.

Surveys should be analyzed for action steps that support future communications. They can also help you identify new services to offer.

Using these three client experience hacks from DIY tax platforms can optimize the great advisory relationships you have built with loyal clients. They will also help new clients feel like they made the right choice with your firm. If you need assistance with client experience communications or setting up your automated digital marketing surveys, contact us at Ingenuity.

View Ingenuity’s research and survey services.

Establish Your Firm’s Online Presence

Like many other A/E/C firms, you may feel like your marketing strategy needs a refresh. Maybe you notice that your firm’s marketing strategy continues to support clients you’ve worked with in the past, but the firm struggles marketing to prospective leads. The internet has changed drastically over the past few years. Firms can no longer get by with passively engaging with clients. Today, regular online interactions are vital to any business’ success. In this article we will highlight ways your firm can actively engage with current clients and generate new leads.

Spoiler Alert! To get new business you will have to brag about yourself. Here’s how to do that tactfully to attract quality leads and support business development.

Conduct Market Research

Market research is a key part of developing your marketing strategy. It’s about collecting information that provides insight into how your clients think, their buying patterns and specifics that may influence their way of doing business, like their location or job title. This research also allows you to identify and monitor market trends, and to keep a pulse on what your competition is doing.

It’s always a good idea to conduct market research once you are expanding into a new location, when you are providing new services or if you just feel like your marketing strategy is stagnant. This research will help your firm identify how you can stand out amongst your competitors and market for future work.

Build Your Firm’s Online Reputation

Has your engineering firm established a consistent online presence? Here are a few ways your firm can showcase itself as a thought leader by providing firm updates, informing your followers on industry news and providing project updates.

Utilize the Power of Social Media. Social media is a great tool to provide quick updates, and also is a very powerful way to attract and retain employees. Make it a priority to maintain these channels by posting updates at least twice a week. This type of engagement will establish a strong social media presence and help your firm create a targeted following. Social media platforms your engineering firm should consider using include:

  • Facebook
  • Twitter
  • LinkedIn
  • Instagram
  • Yelp
  • Glassdoor


Showcase Your Work Through Email Campaigns.
An e-newsletter is a convenient way to showcase current, future and past projects. Highlighting your work experience and innovative engineering designs may persuade potential leads to become a loyal client. This form of communication also serves as a way to keep your engineering firm top-of-mind. Your firm’s name and reputation are on display whenever you send a newsletter, and people will remember the work you’ve done after reading it.

READ: IMPROVE YOUR DIGITAL CAMPAIGNS WITH THESE THREE TIPS.

Maintain Your Website. Is your site easy to navigate? Does the site highlight previous work to showcase your firm’s expertise? Is your site showing up in a potential client’s online search? These questions are things to monitor and routinely ask yourself when evaluating the effectiveness of your site. An updated, easy to navigate and informative website increases your reputation and will encourage potential leads to work with your firm in the future.

VIDEO: PRIME YOUR WEBSITE FOR EFFECTIVE DIGITAL MARKETING

Online Advertisements. Google Ads or social media advertising is becoming a powerful way to reach potential leads. The online advertising tools allow you to group or segment potential clients based on certain characteristics, such as; location, job title and what services they are searching for online related to your engineering firm. Provide a resource for users who click on your ads. This take-away allows the potential lead to learn more about your firm and your thought-leadership within the industry.

READ: LEARN HOW GOOGLE ADS HAVE BECOME A POWERFUL TOOL FOR LEAD GENERATION.

Ask Clients to Write A Review. Reach out to a few of your loyal clients, asking if they wouldn’t mind writing a social media or Google review for your firm. These reviews are public, so anyone who searches for your firm can find them. Word of mouth is a powerful marketing tool, and these personal accolades to your services will go a long way when persuading others to work with you in the future.

Showcase Your Firm’s Expertise

It’s time to take advantage of the marketing tools available to expand your engineering firm’s online presence. You may find that showcasing the work you’ve done, the awards your firm receives and publicly recognizing employees will not only drive business development. It may lead your firm to retain key employees, strengthen current client relationships and improve your firm’s presence within the community. Start implementing these marketing elements into your firm’s strategy to reap the benefits.

Learn more about how Ingenuity can support your firm when conducting marketing research to identify fresh ideas to position your firm as a thought leader within the industry.


How to boost your satisfaction rating

Gather Experience Data Through Effective Interviews

How to boost your satisfaction rating

Ask enough people about their expectations, and you can identify some universal themes about why they choose you. However, surveys can only do so much.

Your experience strategy should include interviews. You can ask deeper questions based on each person’s individual preferences and concerns. Here are some interviewing techniques that can help you get beyond general satisfaction ratings.  

  1. Ask a question and be quiet.

Wait patiently for the person to elaborate. Silence will feel uncomfortable, but don’t rush to fill it. Give the other person time to think, and their answers will be more detailed. If they become quiet, ask if there is anything else that comes to mind. And be quiet again!

  1. Ask for examples.

You may have some prepared questions experiences, the level of quality you deliver or how people feel about your team. The best interview transcripts also include real examples of how great service showed up.

If someone says that the programs or services you deliver are “high quality” or “informative,” ask them for an example. Specific examples will help you identify actual results while defining what “quality” and “informative” actually mean.

  1. Repeat what you heard.

Show that you are listening. Paraphrase what you heard the person say, and you will get them to reinforce or clarify with additional details. “What I’m hearing is…is that right?”

  1. Make it a conversation.

People can get nervous and short with their answers if you keep asking questions and don’t participate in the conversation. You are creating an experience during the interview, and it’s a great technique to share a story of your own that relates to what the person just said.

A conversation puts your clients at ease, making it more likely that they will open up and be honest about their experiences. When they are honest, tell them how much you appreciate it — whether the feedback is good or bad. It is all constructive feedback to help you improve your service delivery.

  1. Tell them what’s next.

Make sure to tell people what you will do with their responses. They want to know that they are helping you and that their input will result in something good.

If you are collecting testimonials as part of the interview, let them know that you will follow up soon to have them review some comments. Tell them that their feedback will be analyzed for improving service delivery. Let them participate in the future success of your team.

As a final tip, interviews can seem like an intrusion, but an email script can help you invite people to participate at a time that is convenient to them. Let them know how long the interview will be, and offer to send questions ahead of time. All of this will support more scheduled interviews and good data to support your experience strategy or service standards.

Even a half-dozen interviews with your best clients or members are worth the time.

Interviews support strong brand positioning in your market. Read about 4 ways to enhance client service, based on years of client research by our team.

 

Illustration of rocket ship shooting up into the sky.

How to Set Your Association Apart from the Competition

Illustration of rocket ship shooting up into the sky.

2020 has brought a new way of thinking, and has presented many challenges, for associations in any industry. The way associations connect with members, provide networking opportunities and encourage professional development now looks very different. Associations are being forced to move all of their services online, and while we all hope to get back to regular in-person events in the future, virtual connection will likely remain a vital way to connect with members far and wide.

Connecting with members and encouraging meaningful conversation is more important than ever before, but all associations are asking the same question: How can we encourage members to engage in the virtual world?

What Are Your Members Interested In?

It’s likely that you have data on where your members are from, the company they work for, their job title, what events they have attended or what topics they care most about. During a period of change and uncertainty, it’s important to reconnect. Survey your members to learn what topics are most important to them. You can also learn more about the times of day they are most likely to engage with your association and how they prefer to hear from you. Take these results and build a new marketing strategy around them to increase engagement with your current members, and to increase future member enrollment.

Not only do associations need to learn more about their members, but it’s crucial to stay on top of industry trends. What do your members need help preparing for within their industry? Based on the answers you receive; your association can take advantage of any gaps by offering support and guidance regarding these new trends.

Survey tip: When collecting information from your members, ask if you can interview them to hear more specifics about their experience. Share these interviews far and wide to promote events, encourage member registration or use them to create fun social media posts. Someone’s personal experience with your association may spark new engagement. Conducting interviews also allows you to gather more in-depth knowledge into how members feel about your association. This is your chance to ask what you are doing well and what can be improved.

READ: LEARN HOW TO MAKE YOUR SURVEYS VALUABLE AND EFFICIENT

What Are Your Competitors Doing?

It’s challenging enough to motive members to attend another virtual event, but even harder when competitors are also sending out marketing materials promoting similar events. A competitive analysis provides insight how your association can set itself apart. Once you have reviewed the competition, you can start to identify gaps in your marketing strategy. 

It could be as simple as this. After conducting competitive research, you’ve discovered that your competitors are offering many networking events in the late afternoon throughout the week. Your association has been wanting to host a networking event, but now you have information to set your event apart. Your association decides to host coffee networking opportunities so that members available early in the day will be able to attend. You may be surprised how simple adjustments, or differentiators, can draw people to your association. 

READ: TYPES OF RESEARCH AND WHY IT’S IMPORTANT

Freshen Up Your Brand

Even though we are all working remotely and adapting to receiving most (if not all) of our information digitally, people want to connect! Current and future members are craving opportunity to discuss pain points or solutions within their industry. Even though the future may seem bleak, now is the time to freshen your association’s image to stand out and reconnect.

A new brand image can speak to a new audience in the future. Modernize your image and marketing strategy to appeal to the next generation in the work force and to continue connect with those that have been with your association for a while. 

An example: Wood Component Manufacturers Association (WCMA) felt like their logo was outdated and didn’t connect with their younger members. They decided to refresh their image to set their association apart. This resulted in a modern aesthetic for their logo and brand perception. 

Finding new ways to connect with your members is more important than ever. As your members adapt to new work styles and trends, your association must do the same. Think through how surveying members, researching your competition and a brand refresh can boost your member engagement to new heights. 

Looking for assistance to help set your association apart from the competition? Learn more about Ingenuity’s association marketing experience.


 

Illustration of sales funnel with elements going in the top of it.

Generate Leads with Google Ads

Illustration of sales funnel with elements going in the top of it.

How do you find information about brands or services? When looking for information you probably think, “I’ll Google it!” If that’s you, you’re not alone. We all rely on search engines to help us find information we’re looking for. 

The marketing world has changed dramatically in recent years, and Google Ads is one of the platforms driving this transformation. In fact, Google Ads has become one of the best tools for lead generation. If the ads are set up properly, they have the potential to send extremely targeted leads to your website to view your services or provide lead contact information by downloading a resource.  

Let’s talk through how your firm can offer a resource through Google Ads to support your lead generation strategy. 

Create a Valuable Resource

Every effective Google Ad will lead interested visitors to an engaging landing page on your website. One way to make a landing page engaging is to offer a downloadable resource that your target audience would be interested in. Maybe a case study, white paper, industry insider tips or a checklist for a new process related to your niche focus area. 

Offering a take-away shows your firm’s thought leadership and expertise in a certain area. It also makes a visitor feel like they found what they were looking for, or better yet, they found a firm that can help support them. 

Collect Contact Information

The best part about offering a free resource is that you can ask the lead to provide contact information to receive it. When you collect contact information, make sure you require the lead to provide:

    • First Name
    • Last Name
    • Email Address

What other information would be important for you to know about the lead? Maybe the company they work for, their location or job title. When designing this landing page, you can make these requirements tailored to your firm’s lead generation strategy, but don’t ask for too much information right away. Each click or required field on a landing page increases the chances for someone to opt out and leave. Keep the information needed to receive the resource simple, clean and quick. 

READ: LEARN MORE ABOUT HOW TO DIRECT PROSPECTS AND CLIENT ATTENTION ONLINE.

Monitor the Results

Don’t rush online advertising. It takes time to find your mojo. Until you find your rhythm and see desired results, frequently monitor your ad and landing page. You can see how many people visit the landing page, if they are downloading your resource and if visitors from your Google Ad explore other areas of your website. All of this information can be tracked through Google Analytics.   

If you notice that people are not downloading your resource, you may need to make the landing page more engaging to persuade and encourage. If you want more people to visit the landing page in general, try tweaking your Google Ad to better reach your target audience. 

With a little patience and an open mind, your Google Ads will become an effective lead generation tool for your firm or association.

Follow Up

Your ad is running smoothly and you’re starting to collect lead contact information when visitors are downloading your free resource. Now what?! 

Reach out to these new leads in a timely manner. Send a friendly email thanking them for visiting your site and learning more about the services you provide. Offer to answer any questions they have regarding the free resource they received. Are there any other questions they have that weren’t answered? Build the relationship and learn more about them. What types of services are they looking for? How can you support them?

Set aside time to contact these new leads. Following up is a critical piece to build your business development strategy, so set firm calendar reminders to incorporate it into your routine.  

Google Ads can be inexpensive and target people specifically searching for the services your organization provides. An effective ad will drive potential leads to your website. An engaging landing page and resource will position your firm as a thought leader in the industry. Follow-through builds great brand recognition and turns these potential leads into future clients. Incorporate Google Ads into your SEO and business development strategy, and be prepared to be wowed by the results.

Listen to our most recent podcast for busy professionals! Learn tricks to easily incorporate business development into your busy schedule.


 

How to Leverage Virtual Events in 2021

With fewer opportunities to connect face-to-face with clients, prospects, referral sources and coworkers, many firms and associations have found ways to connect virtually. Thanks to modern technology, we are able to continue reaching our target audiences online and just as effectively as in-person interactions.

If you have already started to incorporate virtual events into your marketing strategy, you know how much time and effort is needed to make these successful and worthwhile. Let’s talk through how you can continue to promote past virtual events to further expand your reach into the new year without having to reinvent the wheel.   

Share on Social Media

Utilize your firm or association’s social media channels to spread the word about previously recorded virtual events, trainings, videos or podcasts. The content you have already recorded can still be an engaging way to connect with leads well into the future. Sharing these recordings showcases your teams’ expertise on social media. It will also encourage your followers to learn about the work that you’ve done in the past and keeps your firm or association top-of-mind moving forward.

By posting these previously recorded events on Facebook, Twitter, LinkedIn and YouTube, you’re creating a library of resources for your target audience to reference in the future. What better way to stand out as a thought leader and provide accessible information?!

Social media tip: Ask the individuals presenting at your virtual events to share the recordings on their personal social pages. Their followers will be interested in this content which can expand your reach even further.

Utilize Other Creative Outlets

Your target audience is consuming information in new ways because of this virtual environment. It’s important that you stay up-to-date with how people are learning about your services, upcoming events and where they go to find new information.

Did you know that if you record a webinar, video or even a meeting, you can turn that content into a podcast? All you need is an audio converter software program, which transforms your video into a MP3 file. Once you have the audio file downloaded on your computer, you can edit this file to add an intro, outro and make any other audio edits.  Display the finished product as a podcast on your website, share on social media and make available on other podcast sharing platforms.

It’s also possible to transform videos into blog content! Viewers who would rather skim through the content of your video or don’t have the ability to access audio can read a new blog with the same content instead. Take your video and create a transcript using a tool like Rev.com. After reviewing the transcript for any errors, you have already created a new blog post for your website with minimal extra effort. 

Encourage Virtual Business Development

All of the content you work so hard to create (trainings, videos, blogs, podcasts, social media posts, etc.) prove that you’re a thought leader within your industry or niche. Encourage new business by sharing these resources far and wide. Share these resources during a sales pitch, display on your website and use them to encourage future speaking engagements. Showing that you have experience communicating your industry knowledge through these virtual platforms will expand your reach and business development opportunities.

Looking to boost your digital marketing efforts in 2021? CONNECT WITH OUR TEAM TO INCREASE YOUR VISIBILITY.

Stay in-the-know. Give Ingenuity Marketing Group a follow on Facebook, Twitter or LinkedIn to stay on top of emerging marketing trends in 2021!

Find Quality Engineering Leads Using Social Media

Have you ever wondered how people are searching for information about your firm online? One of the most powerful ways to share your firm’s story is through social media! When someone decides to search Google for your engineering firm, chances are your social media channels pop up right away. Because social media is becoming increasingly popular, these platforms are a powerful tool to allow firms to connect, generate leads and position themselves as thought leaders.

Let’s talk through four reasons why your engineering firm should be using social media and how to incorporate it into your regular content marketing routine.  

Social Platforms Boost Brand Awareness

Social media is a powerful way for brands to maintain client relationships while having the opportunity to be found by new leads. Your firm’s social pages can become a way to engage with clients at every stage of their journey with you. Whether they are prospective leads or current clients, your social media visitors can engage through comments, ads, video and firm updates.

As your firm gains followers on social media, routinely posting allows your brand to stay top-of-mind. Your followers are interested in your content, and more likely to engage with you as you post more frequently. Social media is also a great way to connect visually with your followers! Create videos and images that represent your brand and specific projects you’re working on.

Incorporate Social into Your Routine

Let’s not sugar coat it. Your firm creates a lot of valuable content to highlight your work. Use social media as a space to share blogs, videos and other content you’ve worked hard on, such as project updates and information about your firm’s culture.

Sharing information regularly (we recommend 2-3 times a week on your selected social platforms) makes it easier for people to see it on their feed and find information they are looking for on your pages. Most importantly, active social media pages encourage your followers to share the content you post! By creating something “shareworthy,” your firm can extend its reach.

Maybe your firm dabbles in social media, but you’re not posting regularly. Make a plan to consistently keep these platforms updated, keeping your followers in-the-know and to position your firm as thought leaders within your industry. You’ve already made the content; now how can you make posting to social part of your normal marketing routine?

READ: LEARN HOW THIS ENGINEERING FIRM USED SOCIAL MEDIA TO GET MORE CLICKS TO ITS WEBSITE

Utilize Social Media to Satisfy Business Objectives

Your firm has big goals! Now more than ever, social media is a way to help you achieve them. Looking to generate more leads? Wanting to connect with employees in the new virtual age? Hoping to become known for your construction, engineering or architecture work? Want to stand out in niche areas? Be more social!

You have the ability to focus on certain topic areas on social media, helping you stand out against competitors. Social media platforms are a great resource for your firm to connect with other thought leaders in the industry, reach new clients/project partners and engage with referral sources. Use these platforms to highlight your firm’s experience in creative and engaging ways.

In addition to better supporting your firm’s social media pages, encourage leaders of your firm to engage with important prospects or clients through their personal pages. Use social as a way to remain connected and aware of what your potential clients care about and how your firm can support them in the future.

Earn Quality Leads

Social media is a way to engage with quality leads because your best followers will care about the topics you share and post regularly. Potential leads are people who follow your firm or who follow the leaders at your firm. They engage with your content and maybe they have already sent a direct message to your firm through social. Here are some ways to make sure quality leads can get in touch:

    • Provide contact information. Your contact information should be up-to-date and readily available on all of your social media profiles, highlighting how your firm prefers to receive inquiries—whether by phone, email or a link to a contact page on your website.
    • Add direct links. Wherever possible, make sure each post has a clear link and a tempting call-to-action. The majority of the links used on your firm’s social media channels should be encouraging followers to visit your website for more information, and they should align with the firm’s business objectives.
    • Take advantage of lead gen forms. Certain platforms offer a paid ad format that’s specific for lead generation. Anyone who clicks on your ad can submit their contact information with the click of a button. Your firm can reach out and connect with these quality leads in the future. 

 

Other ways to find quality leads on social media include joining Facebook or LinkedIn groups, following hashtags and industry influencers, and monitoring who regularly engages with your content.

Now you know more about the power of social media! It’s time to take advantage of this tool in constructive ways to increase brand awareness, meet business objectives and generate quality leads.

Want more content marketing tips? Check out our Create a Content Marketing Strategy That Keeps on Giving blog for ideas to boost your strategy.

Office background with smart phone in orange color.

How referral sources influence your branding process

 

What is one of your favorite brands, and how did you get hooked on the product or service? It’s likely that word-of-mouth was your referral. Think about it! We talk about products and brands with our coworkers, family and friends all the time. Our loyalty to certain brands or products supports business development.

Here’s an example of brand loyalty and how referrals impact the branding process.

You and your family have always purchased Chevrolet vehicles. You decide to look for a fresh perspective and seek advice from a coworker for your next vehicle purchase. Based on their advice and feedback, you purchase a new Ford SUV.

You end up loving the new amenities and low-maintenance fees the Ford SUV provides. Your brand loyalty has changed! You plan to inform your family members of how much you’re enjoying your Ford vehicle, knowing their brand loyalty could switch just like yours did.

This is exactly what Ford wanted to happen! Building reliable vehicles that people want to talk about and share is all part of their branding process. This can be part of your brand loyalty process, too!

How can you build referral sources that ultimately support your business development strategy?

Engage with your current clients

One of the most efficient ways to attract future clients is to utilize your current client base, allowing them to tap into their networks for you. It’s likely that their business connections are also your target audience or potential referral base.

One way to encourage engaged conversation with your current clients is to offer a survey or assessment. Surveys provide an opportunity for you to better understand your clients, but also help your clients give you referral information directly.

READ: CREATE A SURVEY TO RECEIVE REFERRAL INFORMATION.

Make sure to follow up after you have received survey responses. This tells your clients that you appreciate the feedback. During this follow-up step, they may be more likely to make an email or personal introduction.

Tips to connect with referrals

Always collect your referral’s email address to easily follow up and connect. Frequent follow-ups allow you and your business to stay top of mind with your referral sources without taking up too much of their or your time.

Keep the emails focused on what’s new with your firm or association, what services or events you’re offering and the ways you can assist them with their own clients. Your goal is to show your clients that you care and by doing so you will build brand loyalty through these emails and keep your firm top of mind.

What happens next?

You received referral contact information, engaged with those referrals, and now they have started working with you. Hooray! You have reached your goal. Or have you?

The process isn’t complete just yet. Give the referral source a quick phone call or write a personal note, thanking them for their referral. Better yet, depending on the size of the prospect they referred you, you may want to send them a gift such as a gift card, a bottle of wine or something they would enjoy. This is a great way to increase brand loyalty even further and start the referral process all over again.

Ultimately, if you can refer business back to your referral sources, that’s a slam-dunk branding gift that they will remember the next time their clients have a need!

Over time, you will see the trickle effect of your referral program! Your new clients will begin to share their own referrals, which can further establish your brand positioning.

Want to learn more about adding partnerships and referral sources into your brand positioning strategy? Read this blog post for tips.