by davidlecours | Feb 22, 2014 | Web & Digital
Having a “People” section on your website is essential. People do business with people they know. So it continues to surprise me that there is any question about including your people on your website. AEC marketing is built on relationships. While client prospects can have a relationship with your brand, this best occurs after an introduction by your people. In this digital age, prospects want a human connection before considering hiring your firm.
Including People on your website inspirers a lot of questions. In this post, I’ll answer those I’m asked most frequently.
Who should we include in our People section?
Those in your firm with client contact. Typically this means Project Managers and above, plus everyone in Marketing and Business Development.
What if these people leave our firm?
Then you take them off your website using your content management system. This is trickier if you have group photos. If the group photo is of 4 or more people, and one of them leaves, then keep the photo. After all, the person leaving did work at the firm at the time of the photo.
Won’t our competitors steal our best employees?
Your competitors already know who your best employees are. Seeing your staff on your website isn’t going to make them any more desirable. Your employees are already on LinkedIn. They should also be visible in the industry by developing relationships. Keeping employees off your website to prevent them from leaving the firm is a myth. Trying to hide staff from competitive predatory poaching does more harm than good.
Should we include people’s photos?
Yes. Human beings like to look people in the eyes to get to know them. Adding a face to a biography makes that person real, more authentic and approachable when a prospective client sees that person at a networking event. Nobody expects your staff to be supermodels, so don’t worry about people being them photogenic enough.
Corporate headshot or casual friday photos?
Both. Provide several photos to communicate a person’s diversity. Ultimately, photo style depends on the culture of your firm. Or even more importantly, the culture of your target clients.
What about video?
If a photo is a thousand words, then video is 10,000. Video is a powerful way to communicate what someone will be like to work with. It provides a great opportunity to tell that person’s story. Not everyone is comfortable speaking on camera like Ron Burgundy. But there are other options. Try voice-over with project photos or favorite things combined as a slideshow. Stalwart PR, cleverly used video of employees talking about the strengths of their co-workers. Think video testimonial, but instead of coming from a client (which isn’t bad either), the praise comes from co-workers.
Should we include a bio?
I prefer a short introduction to the person with the ability to “Read More” or download a PDF Bio. The download can be helpful for teaming scenarios. Simply listing a person’s achievements like a resume is dull. I recommend a story with more of a narrative arc to make an emotional connection. Another technique I’ve used effectively is an interview format like you’d see in a magazine. You include custom questions per person, and feature their best answers (as seen below in the Randall Lamb site we designed).
What should we call this section?
Call it something consistent with the culture of your firm. You can be clever, but not cryptic. It should be easy for visitors to find this section as part of your top-level navigation. I’ve seen this section titled as People, Team, Staff, Leaders, About Us (I’d reserve this title for about the firm), Leadership, Talent, Management, etc.
Having a People section on your website is another great tool for prospects to get to know, like, and trust your people, and thus, your firm.
by davidlecours | Jan 7, 2014 | Experience Marketing, Web & Digital
Pro Surfing Tips: What the New Wave of Websites Means for AEC Marketers
Surfing Instructors: David Lecours and Josh Miles
SESSION OUTLINE
Intro
- Introducing today’s surf instructors
- Social Handles & Hashtags
- CTA ““ where to get the slides, links, downloads, and handouts
Why – Why Have a Website?, Why This Session?
- A brief perspective of AEC websites
- Why this session? Why have a website?
- 4 Functions: Attract, Demonstrate, Connect, Convert
- Wipeout: The gnarliest mistakes online today.
What – What Is The New Wave Of Websites?
- A new wave is on its way””are you ready to ride?
- What’s NEW for AEC websites?
Examples, and case studies of some of the hottest trends:
Content Management Systems
Responsive Design
Simplified Navigation
Going Vert (Scrolling), Parallax Scrolling
CTAs & Lead Generation
Graphic Design Trends
- Marketing Automation
Cross-channel marketing
- Beyond text and photos: content that scores big with prospects, SEO
- Respect the environment: Today’s digital ecosystem
- Q&A, Comments
How – How To Create Your Next Website
- Ding Repair (fix it up) or New Board (whole new website)?
- Lifecycle of a website
- Assembling your surf team:
Getting the right team on board
Selling a new website to your team
Leading the content charge
- Assembling the right surf instructors
When to go outside for help
- Process: Planning, prototyping, design, content, & coding
- Measurement: How long? How much $?
What To Budget, Calculating ROI
- After the Surf Session
Zen and the art of maintenance
- Q&A, Comments
Review & Conclusion
Resources at Miles Design
http://milesdesign.com/surf
Best Practice AEC Websites
http://www.psomas.com
http://www.randalllamb.com
http://www.ktua.com
http://www.mwalleng.com
http://www.geoconinc.com
http://www.moonmayoras.com
http://www.array-architects.com
http://www.tylin.com
http://populous.com
http://www.dpr.com
http://www.arup.com
http://www.sellen.com
Other Sites Shown in Session
http://www.davidlecours.com
http://www.teehanlax.com
http://www.kpf.com
http://coarchitects.com
http://hok.com
http://milwaukeepolicenews.com
http://www.smpssd.org
Content Marketing Articles For AEC Firms
Why AEC Firms Must Use Content Marketing
AEC Content Marketing: How To Get Started
AEC Firm Website Articles
5 Symptoms of an Expired Website
Why Your Next AEC Firm Website Will Use Responsive Design
I’m No Longer Scared of Google Analytics
4 Functions AEC Websites Must Serve
SEO for AEC Firms
The Website Development Process
Other Website Resources
http://moz.com
http://www.smashingmagazine.com
https://typekit.com
http://www.typography.com
Reward for Scrolling This Far: embarrassing photo of David Lecours at 15
by davidlecours | Dec 12, 2013 | Branding, Strategy
I’m delivering a national webinar on Jan. 21 for Society for Marketing Professional Services (SMPS) about rebranding A/E/C firms. Below is my pre-webinar interview with SMPS on this topic.
How does a company or organization know when it’s time for rebranding?
The time to rebrand is when your firm is known for what it used to be, not what it aims to be. Island Architects used to be known for designing traditional homes. In 2008, we designed a brand identity update to reflect their aim to also be known for contemporary architecture. A brand audit and/or perception study can help a firm decide if/when to rebrand.
How would you define a “˜tired’ brand?
A tired brand doesn’t reinvest in itself. A tired brand looks, feels, and sounds dated. A tired brand isn’t aligned with the strategic direction of the firm.
What companies and organizations have you helped when it comes to rebranding?
Our firm, LecoursDesign has a narrow focus of brand consulting for the Architecture/Engineering industry. A few branding clients have included Tucker Sadler Architects, International Parking Design, Vasquez Marshall Architects, MA Engineers, Schmidt Design Group, Kirkpatrick Architects,BSE Engineering, Island Architects, SMPS San Diego and USGBC San Diego. Some of these are viewable here.
Can you describe a successful rebranding project you were part of?
I sat next to Glen Schmidt, Principal of Schmidt Design Group at the firstSMPS luncheon I attended. He mentioned an impending 20th anniversary and rebrand for the firm. After being hired, I first helped refine a new brand positioning of “balancing artistic expression in design with environmental sensitivity.”
After presenting new logo design explorations, Glen asked me to duplicate my presentation to the entire firm. This was a smart move because rebranding requires change, which employees and stakeholders often resist. By sharing the thinking behind the new logo explorations, the entire firm felt part of the process. Employees shared their opinions, but the Principals made the final decision on which logo to refine. The new logo led to a new color and typography palette as part of a brand style guide.
I suggested a 6″ square gift book for attendees at their 20th anniversary party, and to have a marketing life beyond the party. I designed a 48-page book titled 20 Years of Service, 20 Lessons Learned. The lessons fell into one of three themes: life, work, and design. A Schmidt Design Group client told Glen that she keeps the book on her desk. If she’s having a bad day, she looks through it for inspiration. This is when I knew the project was successful.
What do you like most about working on branding projects?
I tell clients “Don’t try to be different. Simply acknowledge that you already are (different).” It’s gratifying to help firms clarify who they are and what makes them most relevant to prospective clients. Marrying this strategy with creative expression becomes real when a client is incredibly proud to hand out their new business card.
How involved is the client during a branding project?
Clients involvement in brand research and planning is essential because they know their business best. A good branding consultant asks the right questions, gains consensus on the problem to solve, and guides the client in decision making. After research and planning, the best clients trust their branding consultant to present great creative solutions.
How is rebranding different with A/E/C firms than with other professional services or product-based companies? And, will you provide insight into this during your webinar?
Rebranding A/E/C firms and other professional services firms is similar if the firms are business-to-business (B2B). Product-based companies are often business-to-consumer (B2C) and the process is different. We’ll discuss this in the webinar.
What would be the biggest takeaway for people attending your webinar?
Attendees will learn WHY to rebrand, WHAT a rebrand project really involves, and HOW to manage a successful rebrand.
Rebranding Your Firm: Why, What and How Webinar
January 21, 2014 at 2:00 PM EST, 1:00 PM CST, 12:00 PM MST, 11:00 AM PST
Your firm should continually grow its expertise and capabilities. In the last 5″“10 years, you probably added new markets and new services. You may have an entirely new strategic direction. Is the public perception of your firm keeping up, or is it stuck in the past? It could be time for a rebrand.
Rebranding is not a panacea. But done well, it can energize a tired brand. All A/E/C firm brands go through a life cycle. So it’s nearly guaranteed that, at some point in your career as a firm owner or marketer, your firm will go through a rebrand. From gaining Board of Directors’ approval, to budgeting, managing the process, managing expectations, and rolling it out, this is a delicate process. Just ask Yahoo, The Gap, and UPS.
This webinar will help you navigate the process of why (or why not), what, and how to complete a successful A/E/C firm rebranding.
During this Webinar, you will learn to:
- Assess why and when a firm should consider rebranding
- Clarify the confusion among rebranding, refreshing, and simply designing an anniversary logo
- Navigate the process and allocate the resources (time and budget) required for a successful rebrand
- Evaluate the pros and cons of hiring an outside consultant
- Gain a realistic expectation of the ROI of a rebrand
by davidlecours | Oct 15, 2013 | Experience Marketing, Story, Strategy
I recommend To Sell Is Human by Daniel Pink to anyone in the A/E/C industry because, as the book says, “we’re all in sales now.” Many A/E/C firms claim that “everyone in the firm sells,” but they rarely offer sales training. This book fills that knowledge gap, even for those that don’t think of themselves as salespeople.
This summary highlights the why, what, and how to apply the core concepts of the book.
WHY
1) Like it or not, we’re all in sales now.
2) Sales has changed more in the last 10 years than in the previous 100.
WHAT
ABC used to stand for Always Be Closing. According to Pink, ABC now refers to Attunement, Buoyancy, and Clarity.
Attunement “” The capacity to take someone’s view and calibrate your words and actions to match. Proposals and Presentation Interviews need to be attuned to our buyer’s challenges. If the RFP is written using specific language, then selectively adopt that language in your response to demonstrate an understanding of their challenges.
Buoyancy “” The capacity to stay afloat in “an ocean of rejection.” After pursuit losses, Pink recommends interrogative self-talk. During your next go/no go deliberation, interrogate yourself. Ask “can we deliver this project with excellence? If yes, then list the top 5 reasons why. Use these 5 reasons inspire your proposal and presentation.
Clarity “” Making sense in murky situations. Pink defines this as problem finding, then problem solving. Teams that win frequently make recommendations about potential project problems that the client hadn’t even considered.
HOW
Pitch, Improvise and Serve are how to apply the new ABCs of sales.
Pitch “” Summarizing the essence of your project pursuit into a memorable tagline or phrase can help your message stick. According to Pink, rhyming “taste great and goes down easily.” A great resource to help with rhymes isrhymezone”‹.com.
Story is another brilliant way to pitch. Story is memorable, powerful, and emotional. Big decisions are made on emotion, then later justified with fact.
Improvise “” To Sell is Human reminds us that there are three main rules in Improv. Hear offers, say “yes and,” and make your partner look good. Being a great marketer means being a great listener. Making your partner look good can be directly applied to presentation interviews. Not only are selection panels listening for what you say, but they also observe how your team interacts. Making fellow team members look good communicates that you will make your client look good.
Serve “” Pink reminds us to make our work both personal and purposeful while serving others. By understanding your client’s personal hopes, dreams. fears and insecurities, you will offer better solutions. Also, ask why a pursuit matters to you and your team. Then share your answers in proposals and interviews. If your purpose for pursuing a project improves quality of life or improves the world, then your team now has an inspired mission.
What’s your reaction when you think of a sales person? The terms most often used are “pushy, slimy, slick, obnoxious, etc.” This is the old model of sales, trying to convince buyers. Nobody likes to feel manipulated. To Sell is Human offers a new model. A model based on emotional intelligence, purpose and service. Since we’re all in sales now, it’s nice to know we can use our powers for good
by davidlecours | Aug 30, 2013 | Content Marketing
Note: This is part 2 in a series. Part 1 is Why AEC Firms Must Use Content Marketing
I see a lot of firms dabbling with content marketing “when they have time for it.” With sporadic content sharing, firms see sporadic results, if any, and then abandon this valuable marketing channel. Content marketing can’t be a luxury for when you have free time. Nobody has free time. Content marketing requires a plan and commitment. This post will help you get started.
Buy-In From the Top
In order for a marketing initiative like content marketing to work, you must have support from the C-Suite.You need this buy-in because content creation will only occur when the C-Suite makes content creation part of technical staff job descriptions. There is a chicken-and-egg conundrum of needing a content marketing plan to persuade the C-Suite, while needing support of the C-Suite to spend your time creating a plan. This post is a short-cut to help you create your content marketing plan before, or after, you have C-Suite buy-in.
Creating content (start with writing for your blog) is alien to technical staff and thus outside their comfort zone. Knowledge is the antidote to fear, so I recommend getting C-Suite approval for training technical staff to become better writers and speakers (see Resources at the end of this post).
Those in the C-suite often ask, “what firms are using content marketing successfully?” Peer pressure can be persuasive, so here are a few examples:
Array Architects
HOK
Gensler
Populous
Brown & Caldwell
DPR
American Express
“Content is an important piece in all of our marketing efforts…extending our messaging through content is a great way for us to continue to convert our customers from simply seeing a message to considering our brand.”
““ Walter Frye, Director of Entertainment Marketing & Sponsorships at American Express
Start With Strategy
Like any marketing channel under consideration, start with strategy. Determine who you are trying to reach, and what is the intersection of their pain points and your expertise. This intersection will answer the question of what to write/speak about. For example, I wrote this post in response to several Marketing Directors expressing interest in content marketing, but needing to develop a plan to get buy-in from their C-Suite.
Commit to at least a year. Part of what makes content marketing work is putting your audience on a regular drip of valuable content. You never know when buyers, in the sales process, cross the threshold from the research stage to the intent to hire stage. So it’s key to keep your firm front of mind with consistent publishing of content.
No single piece of content, no matter how excellent, will be as successful as a steady, long term flow of quality content.
““Chris Butler, author of The Strategic Web Designer
Define Personas
It’s always more effective to write with a single reader in mind rather than an amorphous group. Therefore, I recommend that you clarify your target audience by creating 3 personas for ideal clients. Personas are short fictitious biographies for those you wish to influence. At minimum, include the following in your personas:
• name
• age
• sex
• job title and responsibilities
• dreams and goals at work
Find a photo and post a cut-out of this “person” to keep your target audience front of mind when creating content. Consider creating one persona for each stage of the buying process (research, evaluation, decision) for your 3 personas.
Start Small and Then Scale
I see a lot of firms get excited about all the channels at the content marketing buffet: podcasts, blogs, newsletters, speaking, white papers, etc. Firms fail because they bite off more than they can chew. I recommend starting with a blog, and committing to one post per month for an entire year. Posts about new hires, project wins, and awards do not count. True content marketing must be original content that your audience can use to be better at their jobs. Aim for 500″“1000 words per month. Once you’ve mastered a year of blog posts, and have resources to scale, then take on new content marketing channels, while increasing to 2k”“3k words of new content on your blog per month.
Considering Outsourcing Writing
Since your technical staff are under pressure to maintain billable efficiency, consider hiring professional writers to write compelling content. Technical staff should brief the writer on the article, provide key terminology, and fact check. The Bloom Group conducted research last year with 50 consulting firms and found that those whose website thought leadership content generated the greatest number of client leads on average used ghostwriters for more than 50% of their articles. Consulting firms with the fewest number of leads from their website content on average had 22% of their online articles ghostwritten.
Your Website Is The Hub or Home Base
All your brilliant content needs to have a home. That home should be your website and the content must be indexable by search engines. Within your website, the content must live under a button listed in your main navigation. This button could be titled Blog, News, Thinking, Thought Leadership, Thoughts, etc. Avoid creating a separate blog with a separate URL because you then dilute your SEO.
All your outbound channels (Twitter, Email Marketing, Pinterest, Linked-In, Direct Mail) for promoting your content should pull your audience back to your website to read the entire story. Hence the term “inbound marketing.”
Remember: Your Content Must Be Searchable
Whatever form your content takes, be sure that at least part of it is posted on your website in searchable form. In other words, don’t just post PDFs or videos. If you do, search engines won’t pick them up, and you lose the opportunity the unaware finding you through a google search. Be sure to include a summary of the PDF, video, or podcast in your blog.
Conclusion
Content Marketing is difficult, so few firms do it well. This is why it’s an opportunity for your firm to stand out. By following the steps outlined above, you’ll create a “scalable plan for regularly adding high quality, educational content to your website that will attract prospects, inform them of your expertise, and engage them in a helpful and conversion focused process that transitions visitors to qualified and viable leads.” ““Mark O’Brien, author of A Website That Works
When your firm’s content and expertise becomes archived, and accessible to everyone in your firm, you begin to build a Core Brilliance Culture. This is also known as knowledge management. This adds significant value to your firm as a marketing, recruiting, and ownership transition asset. Maybe this is how you get your C-Suite to approve your content marketing plan?
For Discussion
How did you get your content marketing initiative started?
How do you motivate technical staff to write and speak?
Resources
Writing Training – Copyblogger
Speaking Training – Toastmasters
Firms Doing Conttent Marketing Well: Array Architects, Populous, DPR
More on Personas: The User is Always Right by Steve Mulder
Bloom Group Research – State of Online Publishing in Consulting
