flexiblefullpage -
billboard - default
interstitial1 - interstitial
Currently Reading

Marketing for engineering firms: 3 reasons to embrace the revolution

Engineers

Marketing for engineering firms: 3 reasons to embrace the revolution


By Karl Feldman | Hinge | August 20, 2018

We regularly field inquiries from national and regional engineering firms about marketing and lead generation services — and in particular, about the latest trends in professional services marketing.

I’ve been talking to marketers and executives in engineering firms about the revolution that has been underway in AEC marketing. It’s a real shift away from traditional marketing techniques and toward online marketing.

Firms who still aren’t embracing this fundamental shift stand to fall further and further behind the competition.

Generally speaking, engineering firms aren’t natural marketing innovators. Marketing for engineering firms usually consists of event sponsorships and face-to-face networking. While the marketing spend on print advertising continues to decline (see Hinge’s own research on marketing for professional services), some firms insist on wasting their hard-earned dollars.

Pick up the latest issue of any trade publication and you’ll still see ad after ad for AEC firms. Some engineering firms continue to look at print advertising as a primary vehicle for promoting their business. Maybe someday the right person will see their ad, and principals feel comfortable with visibility that they and hold in their hands.

Why is it that some executives often think nothing of spending big money on print ads, yet they object to the financial investment associated with a new website?

 

The Trajectory of a Print Ad

In an advertisement, a headline, some body copy, and a visual come together. You submit it to a publication. It runs once or just a couple of times. It’s seen by a limited number of people (and you’ll never know how many actually read it).

Firms lack the ability to directly tie new business to the ad — the ROI is largely unknowable.

 

The Trajectory of a Website

A well-designed, high-performance website, on the other hand, offers far greater opportunity and flexibility. Once a site goes live, it is available 24/7/365 and can be seen by an unlimited number viewers across diverse geographic areas.

You can use various proven techniques to attract visitors to your site, generate leads, and nurture prospects. And all of this activity is trackable. That means you can calculate real ROI.

Is it possible that some executives think nothing of spending money on print ads because it’s the evil they know? If they embraced the revolution currently underway in professional services marketing, would they be better off? Well, that would be devil they don’t know.

If you are on the fence, there are a number of good reasons to embrace the revolution. We document the online revolution in our free book, Online Marketing for Professional Services.

In the meantime, here are three reasons why a website continues to be the best investment for marketing for engineering firms:

1. Show Off Your Brand– A website has the ability to demonstrate a firm’s culture in a way that can profoundly impact how you attract top talent.

2. Demonstrate Your Expertise– You don’t have to luck into meeting the right prospect (as you do at a networking event). A good website can demonstrate your expertise and generate leads in a steady, reliable fashion.

3. Be Genuine, be Consistent  – A good website has the ability to attract leads, nurture them, and convert them into opportunities. What you say online should be consistent with the message your people are delivering in the real world. No website, no matter how well done, will help you grow your business if it does not project a genuine and consistent value proposition.

You can bet that any magazine you advertise in will end up in the trash. Your website, however, is always on and always working. That’s a powerful advantage. Isn’t it time you embraced the online revolution to reengineer your firm’s marketing?

Tags

More from Author

Hinge | Jun 8, 2020

A time for fearlessness: Lessons from high growth AEC firms

As it turns out, one of the High Grown firms’ superpower is digital marketing.

Hinge | Apr 11, 2019

Opportunities and challenges you may face in an M&A and how to tackle them

How do mergers and acquisitions impact a firm’s brand, marketing, and business development?

Hinge | Feb 19, 2019

Strategies and tools to help navigate a successful M&A

Based on Hinge’s industry research, smaller firms typically spend a higher percentage of revenue on marketing and business development efforts for the same return.

Hinge | Jan 23, 2019

7 AEC marketing trends to watch for in 2019

As we enter into the new year, I’d like to walk through seven marketing trends that will impact AEC firms in 2019 and beyond.

Hinge | Jul 10, 2018

AEC marketing fundamentals can still have a role in winning new business

In our Internet-fueled world, it’s easy to get distracted by the latest online tools. But the boring stuff is still important, and you don’t want to lose sight of old-school techniques that are just as persuasive now as they were a few decades ago.

Hinge | Jun 13, 2018

How your AEC firm's brand affects recruiting top talent

There is a major shift in workforce demographics as upwards of 80 million baby boomers retire over the next fifteen years.

Hinge | Apr 27, 2018

4 reasons to pursue speaking engagements

We found speaking engagements were among the top ten marketing techniques that AEC firms employ.

Hinge | Apr 4, 2018

How to acquire speaking engagements and hone your skills

So, you understand the benefits, but how do you actually get started with speaking engagements?

Hinge | Mar 8, 2018

Prioritizing your marketing initiatives

It’s time to take a comprehensive look at your plans and figure out the best way to get from Point A to Point B.

Hinge | Feb 1, 2018

How to generate architecture leads

One of the first steps to increasing leads for your design firm is to acknowledge that all leads are not equal, writes Hinge’s Karl Feldman.

boombox1 - default
boombox2 -
native1 -

More In Category




halfpage1 -

Most Popular Content

  1. 2021 Giants 400 Report
  2. Top 150 Architecture Firms for 2019
  3. 13 projects that represent the future of affordable housing
  4. Sagrada Familia completion date pushed back due to coronavirus
  5. Top 160 Architecture Firms 2021

 



Magazine Subscription
Subscribe

Get our Newsletters

Each day, our editors assemble the latest breaking industry news, hottest trends, and most relevant research, delivered to your inbox.

Subscribe

Follow BD+C: