Like most kids, my boys, ages 7 and 9, like to run around the house as fast as they can while simultaneously making as much noise as possible. The other day, despite my snugly fit headphones, I heard them belting out the television jingle for insurance company, The General.
“For a great low rate you can get online, go to The General and save some tiimmmeee.”
They suddenly burst into my office, demanding my attention. I tried not to make eye contact, but they persisted.
“Dad, who sings The General song better, me or Cole?” asked my 9-year-old, before enthusiastically sharing his rendition of the tune. His brother followed suit. Unwilling to pass judgment, I did what any self-serving dad would do; I told them to go ask their mom.
Marketing Matters
As the leader of your engineering firm, your chief responsibility is selling engineering services. That's what keeps food on the table. So, how are you informing clients that you're open for business? Are you effectively captivating customers the way The General has my kids?
Due to engineering’s highly technical structure, creating an effective brand and broadcasting your message in a way that resonates may prove challenging. To be effective, the messaging must be highly focused. To achieve this, consider asking the following questions: Who exactly is the company targeting? What problems is the company most inclined to solve? Which keywords work best to communicate these services?
Once the aforementioned questions have been answered, a new set emerges: What advertising/marketing format is the most effective? Is it consistent branding, content marketing, lead nurturing, social media, search engine optimization (SEO), etc.?
Your marketing recipe will most likely include each of these ingredients on a fluid basis. Utilizing the proper amounts of each ingredient at the right time is what separates a good marketing plan from a great one.