building & branding for high growth: how to build a...
TRANSCRIPT
Building & Branding for High Growth: How to Build a Visible FirmSM
Presented by: Sylvia Montgomery, CPSM
What We’ll Cover
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The New Reality of the AEC Industry
How AEC Firms Are Adapting
How Visible Firms are Leading the Way
3 Practical Strategies for Today
The New Reality of the AEC Industry
Once upon a time…
Today’s AEC Buyers Are Different
• Emergence of a new buyer
• Digital natives
• Time pressured
• Collapse of geography
• Accessibility of free education
• Expectation of transparency
• Expectation of excellence
Buyers have access to a wealth of information. And they are using it.
#VisibleFirmSource: Visible ExpertsSM: How High Visibility Expertise Helps Professionals, Their Firms, and Their Clients
of buyers check out your website.
80.8%
And they use an average of
to check out your firm before buying.
3.2 approaches
Source: Visible Expert Research Study: Architecture, Engineering, and Construc<on Edi<on
#RethinkingReferrals
Source: Referral Marketing for Professional Services Firms Research Report
51.9%have ruled out a firm
before speaking with them.
Why are these firms being ruled out?
#RethinkingReferrals
Source: Referral Marketing for Professional Services Firms Research Report
43.6%rule out a firm because
they couldn’t understand how the firm could help them.
#RethinkingReferrals
Source: Referral Marketing for Professional Services Firms Research Report
29.6%rule out firms because
of an unimpressive website.
#RethinkingReferrals
Source: Referral Marketing for Professional Services Firms Research Report
23.5%rule out firms because of poor quality content.
How AEC Firms Are Adapting
Still think your firm doesn’t need to focus on building visibility?
Your competition does.
AEC Firms Are Focused on Building Visibility.
#1 Marketing Initiative
Make Existing Clients More Aware of the Services We Offer
43.2%Source: 2015 Professional Services Marketing Priorities Research Report
#2 Marketing Initiative
Increase the Brand Visibility of Our Firm 39.0%
AEC Firms Are Focused on Building Visibility.
Source: 2015 Professional Services Marketing Priorities Research Report
#3 Marketing Initiative
Increase the Visibility of Our Experts 37.9%
AEC Firms Are Focused on Building Visibility.
Source: 2015 Professional Services Marketing Priorities Research Report
The firms dedicated to building their visibility online are seeing the payoff.
Firms that are generating at least 40% of their leads online are
growing 4X faster.
Source: Online Marketing for Professional Services
Source: Online Marketing for Professional Services
Firms that are generating at least 60% of their leads online are 2X as profitable.
How Visible FirmsSM Are Leading the Way
What is a Visible FirmSM?
A firm that has attained high visibility and a reputation for expertise in their industry niche.
An Ecosystem of Visibility
Professional services firms can build visibility at three different levels in the organization.
Build Your Overall Brand.
Strengthen Specific Practices or Divisions
Groom High-Profile Experts
Firm
Practices
Experts
The Benefits of a Visible Firm
• More opportunity
• Faster growth
• Higher profits
• Greater valuation
• Better talent
5 Ways Visible Firms Attract Better Talent
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Prospective Employees Will Find You More Easily
2 You’ll Be Able to Articulate How Your Firm Is Different
3 Your Expertise Will Instill Confidence
4 Growth Has its Appeal
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Top Talent Want to Work for Leaders
55Percentage of firms that get new hires online
2X
High growth firms hire online twice as often as other firms
%
What Do Visible Firms Do Differently
• Pursue well-defined group of target clients
• Possess strong differentiators
• Spread clear message capturing their reputation
• Build the visibility for their expertise
Practical Strategies for Your Firm
• Improve your website
• Implement both online and
offline strategies
• Develop the visibility of your
firm’s experts
How Can My Firm Start Growing Faster, Today?
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Your website is your greatest asset.
Google’s Mobile Search Update
Mobile-friendliness is now a ranking signal. This affects mobile searches in all languages worldwide
and has a significant impact on search results.
Real World Example: FreemanWhite
Real World Example: PCM Services
Today’s Website Essentials
• Public face
• Provides high-quality content
• Demonstrates your specialty and expertise
educates audience
keywords for SEO
Today’s Website Essentials
1) True 2) Relevant to audiences 3) Provable
of American adults have a smartphone
58%of American adults
have a tablet
42%
1) True 2) Relevant to audiences 3) Provable
• Conveys your differentiators:
• Showcases your work
• Uses mobile responsive design
Integrate both online and offline marketing strategies.
Take a Balanced Approach to Marketing
Engagement at Every Buying Stage
Stage 1 Attract Prospects Attract potential buyers, influencers, and referral sources
Stage 2 Build Engagement Deepen engagement with your prospects, educate them, and build critical trust
Stage 3 Turn Opportunities into Clients Make the decision easy for prospects that are ready to buy
People begin referring you to others
Prospects find your content online and begin to trust your expertise
You become the obvious choice
Social media has become mandatory for AEC
• participate in group discussions
• post updates
• share your content and others’
• display culture
LinkedIn Twitter
Visible Experts℠ will grow your firm.
Develop the Visibility of Your Professionals
Sources of Expertise-Based Referrals
Source: Referral Marketing for Professional Services Firms
How Visible Experts Impact Their Firms
Source: Visible Experts: How High Visibility Exper<se Helps Professionals, Their Firms, and Their Clients
How Visible Experts Influence Their Firm’s Brand
Source: Visible Experts: How High Visibility Exper<se Helps Professionals, Their Firms, and Their Clients
Buyers Are Willing to Spend More on Experts
Hourly Rates AEC Buyers Will Pay for Visible Experts by Level of Visibility
Source: Visible Expert Research Study: Architecture, Engineering, and Construc<on Edi<on
Free Resources
Rethinking Referral Marketing Guide
Available at: www.hingemarketing.com/library
The Visible ExpertSM Inside the Buyer’s Brain
Contact Info
www.hingemarketing.com/blog
www.twitter.com/HingeMarketing
www.facebook.com/HingeMarketing
www.linkedin.com/companies/Hinge
www.hingemarketing.com 703.391.8870
Connect with Hinge
Sylvia Montgomery, CPSM Senior Partner, Hinge Marketing [email protected]
Connect with me on LinkedIn: In/sylviamontgomery
Connect on Twitter: @BrandStrong