Online Marketing: Some Proactive Steps To Gauge Your Marketing Mix

In 2008, 75% of American adults were online.

Over the last 10 years this figure has more than doubled--and what's more the rate of growth has remained fairly steady.  Looking at today's figures I'd imagine it would be close to 95%.

Forget a static website, those are days of the past.  In fact, the rate at which technology is growing, most of your target market will be connected throughout the day--if they're not already.

Think mobile marketing

Here's some food for thought:  84% of Americans age 57-65 own cell phones.  That means most customers in the top age group of your target market are already connected.  With a smartphone industry that is experiencing rapid growth--better to be proactively defining how you'll accommodate mobile into your marketing mix--or get stuck playing catch up.



So what can you do?  Whether you're an architect, engineer or construction firm, here are a few simple steps to take with your marketing team:

Find Your Marketing Plan

Yes, you heard me.  You might need to tear apart your office, but find your marketing plan and if it's not in digital form, scan it.

Organize Your Marketing Team

Create a marketing team if you don't have an official one.  Using a representative from each department is great because ultimately, everyone is part of your team.  The end result will always be more efficient.  Plus, they'll be happy you brought them to the table.  The only caveat here, find people who are passionate about making the business successful!!

Make An Honest Marketing Assessment

Keep an open mind.  Have a friend, colleague or even spouse review your plan (this goes for everyone on the team).  Then, come back to the table and discuss comments and solutions.

Mobilize Your Marketing Team

Delegate tasks to those most suited to manage them.  Then, divide and conquer.  Make sure you treat this just like any other project--set agendas, benchmarks, operating procedures, documentation and scheduling.  Oh, and celebrate/share success :)

Do NOT Leave Any Stone Unturned

Leave all ideas out on the table.  Get creative and reward those that think outside the box.

Measure, Evolve, Rinse, Repeat

Be prepared for changes and evolution in your plan.  It's a living document, treat it like one.

These are just some general guidelines to driving your marketing efforts.  Ultimately, you need to have an integrated approach.  You should consider both real-world and digital mediums--and get creative as possible.  Remember, some of the best ideas come from outside the industry and the most unlikely places!

B2Bs Take Note: Social Search Is For Real

Search engine's over the past year have been increasingly integrating social media and other web 2.0 products (blogs, wikis and other media, eg photos and video) into their results.

Everyone who is online is using some type of search function to find and sort information.  B2B, and Architects, engineers and construction firms in particular should not ignore this trend.

Over the past several years, we've seen wikis and photography get some love in SERPS (search engine results pages) but more recently video, blogs and social media has become sprinkled in search results.

This means a couple things:

1. AEC firms must address each of these vehicles in their marketing plan.  Be proactive and not reactive.  Sure, some of those vehicles are not for your mix (because they're not where your target audience is) but knowledge is power here.  Find out where you need to be and put strategy in place to make it and then measure it.  If you can't or just don't have time, invest in someone (or a firm) that can.

2.  Understand how people are finding you.  Again, this takes research and time.  If you don't have the luxury for those, hire an SEM consultant.  (my company page used recently for the IFA show, but still can be used!) If you can't, at the very least attend a seminar to learn more.  Contact me and I'd be happy to provide more information.

The bottom line is that the right keywords that will drive employees, customers, partners and other stakeholders are critical to your SEO strategy, and now that's apparent in all avenues of web 2.0...including social media.  If you're playing in the space and doing any sort of marketing online (yup, even just your old, run down website!) you can and should be optimizing it.  

Google did a nice video on the subject and recent updates they've been pushing.  Here it is, courtesy of Google:

Technologies You Should Think About

Recently I moved into a new role with my company as a SEM (Search Engine Marketing) Consultant.

Part of my job is to help Clients solve their problems leveraging today's web technology.

There are a lot of different technologies out there that can help clients in the services marketing sector.  By meeting with existing and new clients on a regular basis I've found that there are a few out there that can and should be considered in a firm's integrated approach; whether they're in the construction, architecture, or engineering industry...or all of the above (eg, full-service).

Blogging
There are essentially two reasons you blog:

The first is to gain relevancy in a search engine's eyes against your competition.  Remember, when your potential employee, partner, customer or client is out there looking you're competing against thousands if not hundreds of thousands of other AEC firms who have information JUST LIKE YOURS.  For instance, a search for "construction company richmond va" yielded a staggering 334,000 competing websites.  It's great that you paid to develop a nice looking site.  But first thing is first:  Is it even being found?  

The second is that you provide great marketing information for people who seek it.  Maybe you're talking about your company (eg, a new hire) or perhaps you're showing off a new project.  The goal here is to provide something of value and provide it often.  A blog is really just an arm of the website body.  It's constantly changing, moving and waving at everything in sight.  It's then (metaphorically) grabbing your client by the hand and leading them back to your marketing information or website.

Social Media
This is commanding more of a role in the AEC world recently.

But wait, before you jump right in--consider the guidance of some of your top level younger team members.  They're great for insight into strategy and ideas.  Don't let them go overboard, but consider their feedback as legit.  They understand the inner workings of how the social world works and can be your best consultants in the matter.  One of the best performing marketing committees I've ever been on was a multi-generational web 2.0 committee where the older and younger generations respected one another's opinions.  It's amazing what kind of progress can happen with that combination of elements.

Of course, there is one caveat to all that is social:  it's a lot like real life...be careful what you say and do because it's not easily forgotten (or removed from the web!).

Mobile
The smartphone industry has seen explosive market growth over the past several years.  The AEC industry is way behind the curve on this type of marketing technology.  Do I see a wedding in their near future?  You betcha.  From using QR codes for job site inventory tracking to showing a company portfolio for business development purposes, the push to mobile will happen in the next couple years and it will happen fast.  

Video
How can you use video to sell your AEC firm?  Easy!  Sometimes a visual is all people are looking for.  There are some great examples of video usage out there already which I've provided links to below:

Architecture Video

Engineering Video

Construction Video

Again, today's marketing world even for professional services companies deems an integrated approach includes consideration of things like website development, search engine marketing, social media, mobile and video technology.  These elements combine together with traditional media and branding can have a profound impact on any sized firm's bottom line.