Building preference, creating demand, generating leads and cultivating relationships
Every new strategy should come with a review of your current assets. Here’s a simple 5-step strategy you can do to assess where you are, and how you can improve your digital presence.
- Fundamental to any firm’s business strategy
- Where the firm intends to focus its client acquisition efforts
- Clarify the core markets served
- The value-creating services provided
- Meaningful expertise
- Aligned with the needs of each market, if applicable
- “packaging.” clearly articulate your expertise through positioning
- Is your firm packaged and presented in such a way that prospects will take you seriously.
- Do you look like a leader and an expert?
- Do you look just merely credible?
- Does it effectively present your firm’s projects, its people and its unique perspective?
- Your website should attract, educate, and inform prospects early in the buying process through your expertise (expressed as thought leadership).
- Simultaneously, it should reassure prospects later in the buying process through your experience (demonstrated through case studies).
Additionally it should address the following
- Does it offer educational content?
- Has it been updated within the last 60 days?
- Is it easy to read on a mobile device?
Upwards of 56% of most buyers’ decision-making have already been made before your business development team ever speaks to them.
By the time, a prospect actually reaches out to your firm, chances are he already has an entrenched belief of what his needs actually are.
As a collection of professional consultants, it is incumbent upon your firm to be shaping those learning’s and that preliminary diagnosis that your prospect brings to the conversation in order to demonstrate your expertise and establish your firm as an expert BEFORE your prospect reaches out to you.
Experts write. In order to make your positioning credible, you’ll need to develop a content-driven approach to marketing that incorporates some combination of blogs, articles, proprietary research, or webinars to engage prospects early in their buying process.
make the firm, and its website, the definitive source of expertise for its defined core audiences
Your email campaigns are a great way to keep in contact with your customers and drive them to new and existing content on your website – such as a new product for example. These emails should be nicely designed, have links to your website and be a regular feature of your communication.
As for your contact database, this should be:
Free of any ‘unwilling’ subscribers
Be segmented into product/service categories
Be cleaned and kept fresh
Social media is deemed unnecessary to some firms, but it can be a genuine source of new business. At first, it’s important to identify which social media platforms you’re on and what success you’ve had so far.
Any social media accounts should carry the same logo, contact details and tone
Have a presence on the social media platforms your customers use
Regularly update your accounts with messages.
All your digital marketing efforts, from your website to your tweets should all serve one purpose – get your engineering firm new business.
You may be successfully getting new people to your website but how do you know they’re actually a potential customer? In this instance, you should see whether your website is:
Capturing contact information of people who downloaded your guides
Following their interest up with an email or phone call
Keep their information for future marketing use in line with GDPR requirements