A/E/C industry needs marketing now more than ever

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By Karen Wiesneski
Marketing manager, R.A. Smith National

Post-recession companies in the architecture/engineering/construction industry need marketing more than ever.

Competition has increased as companies are diversifying their services, markets and geographic presence. Many are taking on greater workloads than before the recession with fewer staff and longer hours. Companies are working to recoup lost revenue and regain or improve their pre-recession position in the marketplace.

While the recession has undeniably taken a toll on the A/E/C industry, those who have embraced and invested in marketing continue to thrive. The role of marketing in the A/E/C industry is increasingly important as building and maintaining relationships is the key to success.

Below are some considerations for companies who are looking to maximize their post-recession marketing efforts.

Understand your clients’ needs and deliver

Have your clients’ needs changed since the recession? The best way to determine what your clients need is easy – ask them. The best approach is to be candid and ask a lot of questions. Find out what interests them, both personally and professionally. From a business perspective, what keeps them up at night and what can you do to help solve their problem? If you can’t respond to a specific need, seek a partnership with another firm that can complement your services or provide a referral. These types of client-centric gestures go a long way in building and maintaining long-lasting client relationships.

Build and/or reinforce your brand

What impression do you want to give people who visit your website or read your marketing literature? What makes your company stand out and how do you convey that to someone quickly, easily and concisely? Developing and then reinforcing your brand based on your firm’s founding principles and key values is a task that should be revisited time and time again. Getting insight from your customers as well as others in and outside the A/E/C industry can also be very helpful in gauging your brand’s effectiveness and gaining a fresh perspective. Companies who maintain their authenticity post-recession by not trying to be something they aren’t will continue to stand out among their competition.

Keep your message front and center

There is no shortage of competition for many of the services that those in the A/E/C industry provide. Demonstrating to clients what differentiates your firm is vital to keeping your company front and center in the client’s mind. Use your website, social media, client e-newsletter, or a combination of these platforms, to provide a consistent message. Tell success stories via videos, blogs, project case studies or other tactics. People are busy so be creative and use technology to capture interest.

Get employees involved

Employees are some of your company’s most influential brand ambassadors. How they interact with their clients and the messages they convey builds an impression in your clients’ minds. Arm employees with the tools they need to be effective in promoting your brand – from your company’s strategy to key marketing messages. Educate and encourage them to use tools such as LinkedIn and other social media to connect with clients and colleagues and share information.

Position key staff as thought leaders

Everyone in your company has unique expertise in one or more areas, even if they don’t realize it. It’s our job to find those nuggets of information and share stories with employees, clients, colleagues and the public. If you express a genuine interest in the work people are doing, they are happy and excited to talk to you. Industry trends, regulation changes, new technology, a new method of doing something or an interesting project may catch the attention of existing or prospective clients, a potential partner, or someone with a personal connection who could be valuable to your business.

Get social. Go global

People throughout the world are online searching for solutions to problems. Can they find the answers on your website or social media platforms? Does your website provide valuable content that is easily searchable? Meaningful connections can be made via your website and social media. Content marketing (value-added information as opposed to self-promotional content) is a good way to ensure visitors come back. If you aren’t plugged in to social media outlets such as LinkedIn, Twitter, Facebook and others, start following some key people and companies in the A/E/C industry. Listen first and then jump in and participate when you have insight on a topic or value-added content to share.

The recession has brought new challenges and new opportunities to the A/E/C industry. Companies are forced to do more with less as they strive to grow, and in some cases rebuild, their business. Companies that are embracing the role of marketing and integrating it in their strategy are one step ahead in ensuring their success.