The architecture, engineering, and construction industry is very technical to those outside of the industry. It’s our responsibility to educate our clients and prospects about our industry, and a great way to do that is through effectively written articles. These articles should be published in client and prospect industry publications and blogs, which is an effective marketing strategy. You aren’t selling anything, but you are receiving some fantastic public relations. It’s getting your firm’s name in front of clients and prospects!.
Getting published can be challenging depending on what publication you are trying to write for. But there are some steps to take to help make it easier:
- Research which publications your clients and prospects are reading. Look at what types of articles appear in the publication and if other service providers are writing the articles. Find out the correct contact at the publication to contact in regards to getting your article(s) published.
- Contact the appropriate person by phone and email, letting them know you are interested in submitting articles. Start building a relationship with these people.
- Write your articles or tailor the articles to that selected publication.
- Once your article is published, you should be able to get printed and digital copies. Post these on your website and social media platforms. You can also send them to clients and prospects as part of a targeted marketing campaign.
Getting published on a blog requires many of the same steps as above and is also an effective marketing strategy. Many times the publications will have a blog series which is posted in between each publication.
- Research which websites and blogs your clients read to obtain information about their industry. Find out who has written these blogs and if service providers can submit articles.
- Contact the appropriate person affiliated with the blog and build a relationship with them.
- Write blogs targeted toward your clients and prospects.
- Once your blog is posted, you can share it on your firm’s website and social media platforms.
The topics you write about need to connect with your clients and prospects. If you aren’t sure what interests them, then you need to ask them. There are many things your target audience would like to be educated and informed about due to the technical nature of the architecture, engineering, and construction industry. Make sure you are educating your audience and not selling to your audience. Provide valuable information that can help them in their job and that pertains to the design and construction industry.
Getting your firm’s name and knowledge in front of your clients and prospects allows you to be perceived as an industry expert. When you consistently submit articles and blogs through these associations and websites, you will see the fruits of your labor. Posting blogs also increases your firm’s SEO (Search Engine Optimization) which allows your prospects to more easily find you online. It also attracts your ideal client to your website and social media platforms. You already have a wealth of knowledge and experience, so share that wisdom to help increase your brand and acquire clients.
