According to a recent
editorial by David Barista, editorial director of
Building Design + Construction,
The explosion of social media and the “publish everything” culture
has turned everyone into brand-builders. In the AEC market, it’s hard to
find a firm that isn’t taking steps to promote their knowledge leaders,
whether through authoring blogs and books, speaking engagements,
webinars, social media, or video.
They’re all chasing the Holy Grail of professional services: to
become known as the expert and go-to resource for clients and prospects
in a given market or niche. The prize, of course, is more work and a
chance at higher profit margins, as market leaders are more likely to
command higher fees.
While David is discussing professional services, the principle extends to building product manufacturers.
Building product companies that are perceived to have expertise are perceived as having better quality products. The expertise can rest in the company as a whole, but that is often generated by the perceived expertise of a key staff member.
One of the services I provide my clients is to make them look like experts.
Most of my clients are already experts in their field. But without being visible to potential buyers, architects, and purchasing influencers, few would notice.
I turn the spotlight on clients by using the tools of marketing communication and promotion. This includes writing articles with their byline, getting them invited to speak at industry conferences and helping them shape their presentation, and generating content for their online presence. Using my own expertise in building materials, I know how to craft stories that let my clients' expertise shine on the leading edge of design and construction.
A case in point was my work promoting Engelhard's Metamax brand of High Reactivity Metakaolin. The
Fortune 500 company, now part of BASF, was, without a doubt, the expert on the performance of the concrete additive. They did not, however, look like the expert in solving concrete construction problems. I significantly raised their visibility among architects, engineers and contractors through strategically placed articles, involvement with industry technical committees, building an online presence, and getting them quoted as an expert and invited to speak at industry conferences.
The result was not only good for the company, it enhanced the reputation and perceived expertise of the individual managing the business unit, as these press clippings suggest.
One of my current clients put it this way, "Michael, you are
an expert at creating expertise."
The
explosion of social media and the “publish everything” culture has
turned everyone into brand-builders. In the AEC market, it’s hard to
find a firm that isn’t taking steps to promote their knowledge leaders,
whether through authoring blogs and books, speaking engagements,
webinars, social media, or video.
They’re all chasing the Holy Grail of professional services: to
become known as the expert and go-to resource for clients and prospects
in a given market or niche. The prize, of course, is more work and a
chance at higher profit margins, as market leaders are more likely to
command higher fees.
- See more at: http://www.bdcnetwork.com/blog/why-aec-firms-should-be-cultivating-visible-experts#sthash.Pfqnovjj.dpuf
The
explosion of social media and the “publish everything” culture has
turned everyone into brand-builders. In the AEC market, it’s hard to
find a firm that isn’t taking steps to promote their knowledge leaders,
whether through authoring blogs and books, speaking engagements,
webinars, social media, or video.
They’re all chasing the Holy Grail of professional services: to
become known as the expert and go-to resource for clients and prospects
in a given market or niche. The prize, of course, is more work and a
chance at higher profit margins, as market leaders are more likely to
command higher fees.
- See more at: http://www.bdcnetwork.com/blog/why-aec-firms-should-be-cultivating-visible-experts#sthash.Pfqnovjj.dpuf
The
explosion of social media and the “publish everything” culture has
turned everyone into brand-builders. In the AEC market, it’s hard to
find a firm that isn’t taking steps to promote their knowledge leaders,
whether through authoring blogs and books, speaking engagements,
webinars, social media, or video.
They’re all chasing the Holy Grail of professional services: to
become known as the expert and go-to resource for clients and prospects
in a given market or niche. The prize, of course, is more work and a
chance at higher profit margins, as market leaders are more likely to
command higher fees.
- See more at: http://www.bdcnetwork.com/blog/why-aec-firms-should-be-cultivating-visible-experts#sthash.Pfqnovjj.dpuf
