Marketing for architecture, engineering, and construction has changed rapidly over the past decade. The industry used to be driven by relationships and referrals. As companies completed quality work for clients, they were more likely to win bids for their friends and associates.
Like most industries, AEC marketing is now driven by digital strategies. Your prospects are likely starting their search for an AEC partner online. They're using their phone or computer to research companies and even make decisions. If you aren't using marketing your business online, you're likely missing out on a large portion of your potential market. Having a website and social media pages is a good start, but there are a few other components that can make your digital marketing strategy more effective.
Bill Gates said in 1996 that "content is king." That prediction about the Internet couldn't have been more accurate. Content is what drives nearly every facet of a digital marketing strategy. Blog posts, infographics, worksheets, templates, and much more can help draw potential customers into your website and your online presence. It can also impact their buying decision. Your content shows your authority and expertise in your field, which can build trust between you and the prospect before you even speak with them.
A lot of focus is paid on social media, but email is still one of the most effective forms of marketing. It's effective because it gives you the ability to speak directly to your recipient. Many people on your email list won't open or engage with your emails, but some will. And if you build a large enough list of prospects, eventually those emails will start to generate business.
The best part of email marketing is that it is relatively affordable. Many email marketing platforms are inexpensive to use, even if you have a large list. You can use your emails to distribute your content, send helpful reports or worksheets, or even share news about projects you have recently completed.
Analytics, review, and analysis are a major part of AEC work. You often have to double and even triple-check the work you're doing. You may have to evaluate feedback or analysis and correct work before moving on to the next steps. This is all done in an effort to reach the best possible outcome and produce quality work.
Shouldn't the same be true of your marketing process? Analytics help you better understand which emails are effective, which social posts resonate most with your audience, and even what type of content drives the most activity. Analytics helps you determine what works and what doesn't so you can chart a path forward. If you're not using analytics, you're essentially operating blind.
A robust, effective AEC digital marketing strategy can put you a step ahead of your competitors. Contact an AEC digital marketing company such as Smartegies LLC today to develop your strategy.
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