A/E/C Marketing Tactics Shift With Ever-Changing Internet Landscape
Buildings, parks, green space, neighborhoods, cities, water supply, energy works—these all comprise our built environment, or the “human-made space in which people live, work and recreate on a day-to-day basis.”
As the built environment sprawls forward to fit a rapidly growing population, technology has become more and more essential in order to break down silos and direct architecture, engineering and construction (A/E/C) businesses towards more efficient and interoperable design, construction and infrastructure models.
A/E/C businesses have long relied on reputation, trade shows and repeat business to grow, but advances in technology and interoperability have necessitated a change from these traditional models and marketing strategies. Now, your website is your portfolio, online reviews are your reputation and talent recruiting tools and content like videos and blog posts are your trade shows.
In fact, 78% of US Internet users research products and services online —a number that likely will increase in the coming years. What’s more, B2B buyers have completed nearly 60% of the purchase decision online before even engaging the supplier sales representative.
The New Outlook for A/E/C Marketing
Just how important is digital marketing to the A/E/C industry? In a 2015 Construction Marketing Outlook survey:
- 83% of respondents said they plan to increase their Search Engine Optimization (SEO), website development and social media tactics
- 71% plan to increase content marketing
- 56% plan to increase mobile marketing
- And 31% plan to increase paid search (PPC)
These digital marketing pushes aren’t just the latest fad, they represent a shift on how many in the A/E/C industry now approach their marketing and advertising strategy.
Bottom line: if you aren’t meeting your competitors on these fronts, you may be losing business.
SEO has been a particular strong push for A/E/C businesses and one that SWC places a high priority on when building and redesigning websites. Why? 95% of search engine traffic originates from page 1 of search listings.
SWC takes a user experience-directed approach to SEO strategy. In other words, SEO is not implemented for search engines’ sake, but rather for the end user. As Aaron Wall, founder of SEObook.com affirms:
The success of a page should be measured by one criteria: Does the visitor do what you want them to do?
Every step of SWC’s digital marketing strategy—from the design to the content—has the user in mind.
As ideas like alternative energy solutions and smart cities evolve, so must the technologies that govern them and thereby the marketing strategies that make them visible.
Join SWC as we showcase “best-in-class” examples of web design, SEO and digital marketing strategy at our next upcoming Chicagoland IT event.
Exceptional Social Media and Marketing Statistics for 2014”’, Webbiquity, April 2014
“The Digital Evolution in B2B Marketing”, Google & Corporate Executive Board Company, 2012
2015 Construction Marketing Outlook- Survey Results, Construction Marketing Association Blog
If you enjoyed this digital marketing post, please check out a few of our related past posts:
Client Success: Preferred Meals Website Redesign & Mobile Application
User Experience: The Makings of a Sustainable SEO Strategy
How Search Engine Technology Is Changing the Way We Think About SEO
Search Engine Optimization
Digital Design and SEO
Five Principles Of Successful Web Design