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Three Ways to Optimize Your Careers Pages video header.

Three Ways to Optimize Careers Pages

Website careers pages aren’t just for listing your job openings. They provide an opportunity for marketing the unique aspects of your professional services firm.

Communications Consultant Brooke Visser shares three ways to differentiate your firm on your website’s careers pages.

Check out this video or the blog post below to optimize website careers pages for maximum engagement and recruiting power.


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

When people are looking for a job, the first thing they might see is your job posting. If they are interested, the second thing they will do is look at your website.

They want to know more about your firm, about your people and what it’s like to work there. Your culture. Your location.

You’re probably not the only firm they are researching. So here are three ways to stand out with the content on your Careers pages.

Number one. Don’t make them search for it. I recommend including a Careers tab in your website’s main navigation, not buried in the footer.

You can have subpages under the main Careers tab, such as benefits, current job openings and even some information about what life is like in your office locations. Make clicking easy.

Number 2. Write about your firm’s culture and why it’s different. Help visitors imagine working for you before they even send a resume.

Include photos of employees. Create videos of people talking about your firm. Or link your careers pages to positive reviews and testimonials.

Share workplace awards you have won. This helps candidates see that your workplace culture is validated by your employees.

Number 3. Build a marketing strategy that ties into your Careers pages. For example, write blog posts that support career development.

Showcase your top people on social media and use careers keywords that attract new candidates to your site. Analyze traffic to those pages to boost engagement.

Another tip: Make sure that the job sites you use are fully developed with your unique messaging and links.

Each job site is unique, but it should be updated with the right careers pages links, descriptions about your firm culture and any changes to your workplace policies or hiring approaches.

Leverage those careers sites to your advantage because they provide authoritative backlinks to your website, which help to boost your ranking on search engines.

If you have any questions about that and other digital optimizing, I’m ready to help at Ingenuity!

See how we helped this firm differentiate its culture through college fair publication advertising.

LEARN MORE ABOUT INGENUITY’S DIGITAL MARKETING SERVICES

Video header for Christine Nelson's "4 Ways to Maximize Your International's; AEC Marketing" video.

4 Ways to Maximize Your Internal AEC Marketing

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. 


Your firm may have the opportunity to supercharge its marketing efforts through partnership or referrals. Learn more about this marketing strategy!

 

Video title slide for "Four Signs Your Website is Outdated".

Four Signs Your Website is Outdated

Is your website looking a little neglected? Regular maintenance to a website is critical to the functionality of your web pages, but also to your image and brand. Unfortunately, website maintenance doesn’t always happen like it should. In this video, graphic design consultant Robert Wasiluk describes four key areas of your website that should be updated regularly and how an outsourced website consultant may be able to help. Learn how!

Learn more about incorporating SEO into your website strategy.


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

I have worked on a lot of websites, and one thing I notice is that the technical and visual aspects of websites can be neglected.

Sometimes you have an agreement with your web hosting provider to maintain the site with regular updates and back-ups.

and sometimes those updates don’t always happen like they should.

You need someone inside your firm who proactively reviews your site and makes sure that technical elements are reviewed and updated as needed.

If you don’t have someone inside the firm, then you need to schedule regular meetings with a outsourced website consultant to make sure it does happen.

Here are four areas to keep an eye on and ask about:

Number one. Core, plugins and themes. Your website has certain features that need updating or pages can start to look weird or don’t function right for visitors. You will start getting page and functionality errors, and your website can become vulnerable to malicious attacks. 

Number two. Old content. Do you have pages that no one visits? Check your web analytics to see where you have high bounce rates or outdated content that no one reads. You can hide or eliminate those pages to help with easier navigation and improve site speed.

Number three. Page load time. Sometimes your website will tell you when it needs replacing. It takes forever for pages to load. There are a number of reasons for slow load times, so this needs attention or you will start to lose visitors.

And number four. Overall design and first impression. Does your site use an old color scheme or dated stock photography that make visitors think you’re not modern enough to handle their needs?

With a home page refresh, you can send the right brand signals to new and current clients. Pay attention to your website image. 

It might need a makeover.

There are many other things that keep websites fresh and interesting, such as keyword and meta description updates. Let me know if you have questions about your site’s design and functionality. I’m here to help!


 

Video title for "Tips to Jumpstart Creative Marketing"

Make Your Marketing Strategy Personal

Positivity may be the secret ingredient to jumpstart your creative marketing strategy. How can your firm or association brighten the day for others? In this video Communications Consultant Christine Nelson talks through a few creative marketing ideas that can refresh your personal connection with clients or members.

Borrow these ideas to inspire your conversations and marketing strategy, and make marketing personal!


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

Are you tired of reading? No really. Every day you get tons of emails and reminders and texts that want your attention. Maybe you’ve started to delete everything.

Well, that’s probably what your clients and potential clients are doing or want to do, too. With this in mind, take the opportunity to get more creative with your marketing. It can start with a dose of positivity!

Think about it. How can your firm or association brighten the day for others?

Here are a few ideas to make your marketing more creative, but also more human focused:

Send a handwritten note to say how much you value a client’s business or a member’s contributions.

You can also change up your regular newsletters or correspondence by including tips for making life easier. A simple work hack or life balance tip is always appreciated.

How about picking up the phone? If you’ve done too many videoconferences in a row, change it up and suggest a short phone call to focus on active listening. 

How about creating a video that demonstrates how several of your team members are volunteering for a great cause. Share it on social for more engagement with your followers. You could also create a challenge or contest that everyone can participate in!

Looking ahead, are there new, ancillary services you can offer that support personal connection with clients or members? How about, in addition to quarterly check-ins, a quarterly business vision mapping or marketing component to help them focus on new possibilities?

Your own team or a facilitator can support these forward-focused conversations.   Help people imagine a bigger, satisfying future while you work with them on solutions for today’s challenges.

Now I’m sure you can find many ways to bring hope and inspiration to your clients and members. But if you need more ideas, connect with me at Ingenuity!


 

4 Ideas for Association Marketing Video Header

4 Ideas for your Association Marketing

Build your digital presence as a professional association by being a member resource as well as strategic with your marketing visibility. In this video for association marketing, Principal Dawn Wagenaar talks about four ways that professional association leaders and marketers can ramp up their outreach to existing and potential members.

It’s more important than ever to be visible to your audience online. Learn how.

Sign up for Ingenuity’s monthly newsletter to stay up-to-date on marketing trends.


Read the video transcript:

Association marketing is an exciting and challenging place to be, whether you are new to associations or a longtime leader.

The race to attract and retain members has ramped up. Many associations have also had significant leadership changes. The technology for marketing has also changed.

This presents an opportunity. And I want to introduce four ideas for you to consider in your association marketing. 

The first is a digital ad campaign. You have to approach it a little bit differently compared to print ads, but digital ads can work really well for attracting members.

For example, consider a LinkedIn ad campaign where you offer a valuable article or white paper when they click your ad. You can capture emails when the downloadable content is really enticing.

The second idea is DIY toolkits. Send an email that introduces a valuable toolkit to prospective and current members. The toolkit should help them navigate a common need or issue in their industry.

Here are two other ideas that kind of link together. It’s about going virtual.

You can set up virtual coffee meetings with potential members, and send them a coffee card to sweeten the deal. Or, expand your reach from a traditional conference or tradeshow and optimize virtual events. Take questions prior to the event to ensure livelier engagement. Book virtual “rooms” for small group discussion.

These are just a few ways to get creative with your association marketing. Call me at Ingenuity if you have questions or need help. 

See this related blog post about fostering brand loyalty. Don’t miss the link at the end!


Why Your Blog Content Needs SEO for Visibility

Writing content for your blog and website is just one part of an effective content marketing strategy. You need a good SEO strategy for your content to be found organically online. In this video, hear from Christine Nelson, Communications Consultant at Ingenuity Marketing Group, as she shares some important considerations when it comes to your SEO strategy and how keyword research and technical elements are critical elements in this strategy.

Get some easy tips to improve your website’s search engine optimization with the SEO Checklist on our resources page.


If you prefer to read the video transcript, you may find it below:

Do you write content for your website? Then you probably know that fresh content is a great way to bring visitors to your website to learn about your services. If you are writing a blog post or two…or more a month, that’s great. Keep doing that. But I also urge you to step up your game with search engine optimization.

Due to the volume of new content produced every day on the Internet, your great content will get lost without SEO. SEO is a broad term for many things that search engines consider when sending visitors to your site. These include user experience, mobile friendliness, and a number of other technical aspects like website page speed and website security. Just to name a few. 

They also look at the trustworthiness of the content and they look at how many other quality sources, also known as backlinks, are pointing to your content. You can optimize your blog posts in several ways.

First, do keyword research for the services and topics you want to write about so that you have a better chance of people organically finding your content through their online searches.

You also need to think about your reasons for writing content. Is it to inform visitors about important information? OK, but is it also tied into the services you provide? Your blog content needs a strategy that informs, but also leads visitors to a decision. Otherwise, that’s a lot of energy spent with less hope for new business.

As we’ve found with clients who request SEO help for their blog, it’s also best to optimize your content while it’s being 
written rather than after it’s posted. What I mean is, don’t forget about the back-end of your blog post. Elements like page titles, meta descriptions, header tags and alt text will help search engines and visitors know if a search result is a good fit for them.

In my experience as a ghostwriter, writing a blog post is the easy part. But to get more visitors viewing your content and learning about your firm, you also need SEO built right into it. Otherwise, your website might be invisible to great potential clients.

Interested in learning more?  Call us at Ingenuity.


Take control of Your Firm's Website Content and Site Updates.

Take Control of Your Firm’s Website: Content and Site Updates

When we get asked to consult on a website or begin working with new clients, we often come across situations where they don’t have control of all their digital assets, websites are not updated regularly or outdated themes are still being used. These situations can affect website security and SEO, putting your firm or association at risk.

In this video, Robert Wasiluk, design consultant at Ingenuity Marketing Group, discusses the differences between a hosting service and web management service. He also shares some of the technical aspects of a website that firm leaders and marketers need to keep in mind. Afterall, it’s not just about the pretty colors and sleek design.

Do you enjoy Robert’s videos? Check out this next video to hear how you can refresh your brand with color.


If you prefer to read the video transcript, you may find it below:

How do you know when it’s time to do technical updates on your website? Maybe it’s something you don’t think about as a firm leader or marketer because your website host should handle that, right?

Well, we’ve seen situations where sites are not optimized regularly, leading to lower visibility on search engines, page errors, and outdated themes that make it difficult to add content.

A hosting service is different from a web management service. Your site host is the company that has agreed to let your website “live” on its server. A web management service will actually work with you to update your site and make recommendations for content optimization.

Can you do site optimization in-house right now? Is your in-house IT team well versed on how content should be optimized for marketing? Or are you stuck with an unresponsive vendor that you call every time you want to do a design update or add a photo? 

When we develop and optimize websites at Ingenuity, we don’t host the sites. But we do strategize on the best methods for your firm to keep your site updated and in good working order.

Actually, you work directly with me on those updates. 

The danger of not updating your site with regular maintenance and SEO is that search engines like Google will stop displaying your site as a search result. That’s bad. You could have great content, and no one is seeing it!

When is it time to make sure that your site is SEO optimized and easy to perform back-end updates? Don’t wait until there are technical difficulties.

Schedule regular updates on the back end of your site that actually support your marketing efforts, and call Ingenuity if you have questions about how tech and marketing should work together.


 

What is a Digital Marketing Agency video title slide.

What is a Digital Marketing Agency?

When you partner with a digital marketing agency, you want to receive not just the work as promised, but recommendations on how to optimize your digital marketing to impact your lead generation. Your firm needs strong digital marketing consulting. In this video, hear from Dawn Wagenaar, Principal at Ingenuity Marketing Group, as she shares some important considerations about what professional services firms need when working with a digital marketing agency.

Check out these ideas as a way to personalize your firm’s values and experiences with clients and prospects.


If you prefer to read the video transcript, you may find it below:

Several years ago, Ingenuity worked through a strategic process to define the future of our agency. As you may have guessed, it included digital marketing.

Today, we help many of our clients develop campaigns that include social media, eblasts, SEO strategy, digital ad campaigns and other automated communications.

But professional services continue to be about relationships. When you are looking for assistance with fresh communications to support new business development, how do you evaluate a great digital marketing agency?

First of all, the agency should understand how buyers select professional services. It’s not product marketing. Your deliverables are different. Your digital campaigns must speak to why they need your service. What pain are you solving?

Next, the campaign must connect to your sales process. Who will follow up on campaign results and evaluate how to improve it? It goes beyond printing monthly data reports. You want your agency to translate visitor and buyer behavior for marketing as well as sales.

As a business owner myself, I’m not sold on complete automation of marketing and sales for professional services. But I do believe that your content should include strong keywords and search engine optimization – for every blog post, service page and video!

That way, your content is working for you to attract leads.

A great digital marketing agency must combine a strong business consulting strategy for professionals with a technical understanding of how people find and choose your content.

Anything less? Keep shopping. 


 

Video title slide for 3 Ways You Can Retain Talent Through Brand Positioning.

3 Ways to Retain Talent Through Brand Positioning

Recognizing the talents of your team can go a long way in retaining your best employees and recruiting new talent. In addition, happy employees are the key to great client service. In this video, hear from Dawn Wagenaar, Principal at Ingenuity Marketing Group, as she shares how brand positioning can help your professional services firm retain key employees.


BRAND POSITIONING CAN ALSO ENHANCE CLIENT SERVICE. READ MORE.


If you prefer to read the video transcript, you may find it below:

As a business owner, I know how important it is to recognize and promote the talents of my team. But with project management deadlines and business development, it can be easy to forget this important piece of talent retention — and recruitment.

Happy employees are the key to client service and recruitment. Here are a few ways to recognize them. These ideas will help you attract more great employees.

How about going social? Create some “meet the team” posts on your social media channels. Share a photo of an employee and talk about why this person is great. Choose employees by lottery or start by featuring your leaders.

A second idea is to include younger team members as authors or presenters. Use a ghostwriter or outsourced vendor to help them write a blog post or develop a video.   They might need some initial coaching or art direction, but it’s a great way to showcase your team’s diversity and personalities.

Here’s one more idea. Nominate them for awards. Some of your team members are doing amazing things inside and outside the office. Look for ways to nominate them for industry awards, community or business awards in your region. If you need help investigating your options, you can outsource this public relations task.

A great reputation attracts more talent! Recognize your employees, and word will get around!


 

Video header for "Is your website outdated? voice search and ada"

Is Your Website Compliant? ADA and Voice Search

Design Consultant Robert Wasiluk has developed websites on various platforms for years, and the technology is always changing to match user demands as well as speed and accuracy of search results. However, websites also need marketing updates to help users find what they need, determine that your services are a good match and take action. In this video, Robert talks about a couple reasons why you may need the support of an outsourced marketing consultant to “tune up” your website’s technology for marketing purposes.

IN THIS RELATED VIDEO, LEARN HOW TO GET MORE REFERRALS.


If you prefer to read the video transcript, you may find it below:

Have you looked at your website lately? I don’t mean just the content and design, but the structure, too. A lot has changed with websites in just the past two years.

You might find that your website is not compliant with the Americans with Disabilities Act or it’s not set up to prepare for stricter marketing opt-out regulations. The problem is that search engines are downgrading sites that don’t include things like image descriptions and clear relevance to the topics being searched.

The bottom line. Your website may need a tune-up.

I know that a lot of firms and associations have internal or outsourced technology teams, but those professionals may not have the skills or knowledge to optimize your site for marketing.

For example, voice search is becoming more important for your potential clients and members to find you — literally. How your site is set up for voice search questions is another reason to keep your website marketing ready.

I do a lot of websites here at Ingenuity, so if you have any questions regarding your website, contact me at www.ingenuitymarketing.com.