Strategic Marketing is very important as the challenges faced by the company keep increasing. The buyers have become more advanced and equipped with what is happening in the industry with the help of internet. Due to these reasons, the traditional marketing companies are not able to grow their business sufficiently. The only way to tackle these challenges is to keep the business growing both in the online as well as offline platforms. 2016 is continuing to be volatile for aec marketing. To understand the best practices that can be followed for the aec industry check out this link: http://www.constructionmarketingassociation.org/blog/marketing-best-practices-aec-firms/#.WBQ8c-B97Dd.
Most of the times, architecture, engineering and construction firms have handled the circumstances that are uncertain by using a shotgun marketing approach. But the same strategy is not going to hold good for a long period of time. It’s time to change the way AEC marketing is handled.
For every firm, regardless of their size, having a marketing strategy is very important. Gone are the days when companies functioned without a marketing budget. While devising the strategy, it is important to consider what are the basics and how it looks from someone else’s point of view. The strategy should include any risks, take into account the competitors, do sufficient research and identify customer requirements. Doing sufficient research for identifying the blind spots so that any risks involved can be reduced forms an important part of the marketing strategy. The strategy should be arrived at by considering only the data that has been collected over time. This way, the companies can come up with concepts for can work on a continuous cycle and then conceive and implement them.
Whenever anyone says data, all that think about is excel-sheets. But collecting data should go beyond excel spreadsheets. Data and analytics are now an integral part of every business. There are many tools such as Google analytics that are available for these functions. One of the skills that are required to do this kind of analytics is to understand how much data is available and how it can be converted into something meaningful for the company. To do these, a knowledge beyond excel spreadsheets is required. By understanding the analysis process, you can measure how effective your marketing campaigns are and what can be done for improving them.
Establishing lasting relationships with customers should be the primary focus for all service providers. Instead of working on the leads from the pipeline alone, one can look at developing longer relationships so that it will help in understanding the needs of the customer. This process is key to understand the customer’s journey. This will help in having a more intimate relationship with the customer. In marketing terms, this can be categorized as omni-channel marketing.
Content plays a major role once you have understood the customer journey. This helps in understanding the issues that are more close to your target audience. Having better understanding you can develop better content. Most of the AEC firms look for developing educational content that can connect with the users.