buildingsource Top 5 links from May 2013

by Karen Davis Burton of Building Industry Resources

These four articles and one video outline steps for developing business, sealing the deal, and incorporating cloud-based technology in your business.

Strategies for Success: Business development is not a department, but part of the fabric of your business, and everyone should be involved.

Social Studies: Representatives of HOK, Perkins + Will and HDR share how A&D firms can better leverage their presence online. 

13 FAQs about Cloud-based Applications: What's "the cloud," and how will it affect my business data?

5 Reasons Why Every Professional Should Have a Personal Website: With fewer jobs and more competition, self-promotion is becoming increasingly more important.

[Video] 3 Steps to Close the Deal: You've made the pitch, now move your prospect toward "yes."  

Searching for AEC Services

by Karen Davis Burton

When a client searches online for the services you offer, what do they find? And, I’m not asking what do they find when they search for your name or your business name – hopefully, you pop up then.

But what happens when they google “retail architects in Detroit” or “interior designer for hotels near Santa Monica?” Will your prospect find you on page one of Google?

More and more, people are going online to find the building products and AEC services they want and need to purchase. When my water heater was on the fritz late one night – while all my friends that I would call for a referral were asleep – I googled “plumber, water heater” and the search engine gave me a list of service providers in my area.

Traditionally, consumers and businesses have found AEC professional services firms through word-of-mouth referrals, live networking, RFPs, and even through the phone book advertising.

Well, we know most of those phone books get tossed out and recycled as soon as they are dropped off on the porch. Referrals and networking are still the best ways to build business because people want to do business with firms and professionals they know and trust.

Why not let those prospects – and your existing clients – get to know you when they search for your AEC market niche and professional services online. Even if a potential client gets a referral from a reliable source, they probably want to do their own research on the names they’ve received. And when you’re out in the community developing business – at conferences, happy hours, trade organization meetings – shouldn’t your prospects have a way to find out more about you and your business?

By developing relevant content – writing blog posts, articles, and press releases, sharing valuable information on social media sites, posting photos of your work, providing your prospects with testimonials from satisfied clients, and making sure your website is updating regularly – you can work toward getting at the top of the search engine listings so your AEC company will be the first one a prospects sees when they search for your types of services.

Get your free eBook download, "Building an Internet Presence: An Introduction for the AEC Industry."

Don't Miss an Opportunity - AEC version

Read the post about finding a spot to watch the Michigan vs. Michigan State football match-up 

So what does an empty restaurant have to do with marketing and selling design and construction services and products?

Plan Ahead: October is Fire Prevention month. Did you tie that in to marketing your services? There was an opportunity to educate on life safety, building materials, and other aspects of design and construction. There are many other monthly observances, too. And, trade magazines have editorial calendars that describe what their stories will focus on each month – a chance to pitch your expertise.

Think outside your typical marketing activities: Where can you position your business so clients can find you? You attend networking events put on by chambers of commerce and AEC trade organizations, but are you also capitalizing on social media, where many of your potential clients and collaborators congregate? Some of the top AEC companies are using Facebook, Twitter, LinkedIn, and Google Places. Prospects can find your competition there – where are you?

Extend Your Reach: Hey, the economy has been slow. What non-profits could benefit from your services at a reduced rate? Or could you provide consulting or education on a particular building topic to an organization who may need your services later?

Know your market: Read what your clients read. If you provide construction or design services or building products to hospitals, are you reading the periodicals, website and blogs that are highly regarded by medical professionals? If not, you're missing out on important information and industry trends.

6.5 Ways to Build Web Visibility

Gone are the days that a prospect would go to the Yellow Pages to find a designer, builder or service provider. I know that I immediately recycle the massive book after I find it on my front porch. So how do prospects and customers find you and the services you provide? Even when asking their friends and neighbors for a referral, they probably want to conduct their own research.

More than likely, they go to an Internet search engine and put in the name of your business or keywords that describe the types of services they need. When they see pages of businesses and websites, how do you stand out? Are you even listed? You want to be the first name a prospect sees when they “Google” your types of services.

Here are 6.5 things to do to make sure you can be found:

1. Google Place listing. Even without a company website, you can list your business name, location and service area, and the services you offer. With careful keyword descriptions of your business, you could be well on your way to being listed in the top 10 of your prospect’s search. Claim your name and address before someone else does.

2. Custom Website. A website should be the hub of your online communication. Your brand, services, testimonials and other pertinent information are found there. You can create a website with good content for less than $100 per year.

3. Social Media (Twitter, Facebook, LinkedIn and other niche sites). Social networking is a great way to stay connected with your clients and prospects on a daily or weekly basis, sharing information, answering questions, and getting feedback about your services.

4. Blogs and articles. Share your specialized expertise by posting case studies, how-to’s and tips that help your clients. Even if you post to a blog weekly, those posting can be grouped to form an article. Writing articles is a proven way to position yourself as an authority with your target audience.

5. Press releases. Sending press release to trade magazines and other targeted media can raise visibility for your business and services on a regional or national level. Just remember to follow up with your press contacts.

6. Online videos and slide presentations. Videos can be created with your webcam, digital camera, or even your cell phone. You can take a few minutes to introduce yourself to prospects or outline a service offering. Slide presentations of your portfolio of work can easily be uploaded to slide sharing sites or converted to a video.

6.5 Online classifieds. Many online classified sites allow you to advertise your services for free or very low cost. Some professionals may be reluctant to use classifieds, but many have found success with this method of promotion.

Outline a plan to implement a mix of the web services listed above, and you could find your name moving up the search engine listings and more prospects calling.