Category: Advertising & Marketing

Four Tips for AEC Firms to Get Started on Content Marketing

Posted on by Taylor Kennedy

ContentAs in other industries, the world of architecture, engineering and construction (AEC) is relying more and more on online/digital means to prospect for new clients. You can’t expect your business development staff to only attend conferences and networking events to build your company’s brand and get invited to respond to RFPs.

This is where content marketing can help, as it’s a tool used to gain the trust of potential clients, have them understand your firm’s areas of expertise and move them down your sales funnel. According to Jump Factor, AEC firms that generate more than 50 percent of their leads online grow on average at least 250-500 percent faster than their competitors.

Following are four tips for AEC firms to get started on content marketing:

1. Provide value. Is your content useful to your target audience? It’s okay to give away your advice for free. The content should help solve your prospective clients’ problems and is worthy of your their time. For example, what are ways that a municipality can acquire grant funding for its projects? How can a utility company save time and money by using the latest GIS software? Remember, quality over quantity.

2. Define success. How will you measure your content marketing efforts? Besides new leads and clients, look at metrics such as views, shares, etc. You should strive to improve those numbers over time. Use tools like Google Analytics to generate the data that indicates how your content marketing is performing. In addition, create sign up (lead generation) forms to help track sales conversions.

3. Change it up. Don’t just write standard blog articles. Content marketing comes in different forms, such as whitepapers, infographics, videos and listicles. Keep it fresh for your audiences, who many range from developers to city engineers. Experiment with different lengths and different authors, too.

4. Make time. You have to fully commit to making the time for content marketing to have any success. Allot 1-2 hours to brainstorm and create a monthly editorial calendar. Ask your subject matter experts to spare one hour each month to help you produce content. Expect about four hours to research, write and edit one piece of content a week.

FOR MORE INFORMATION

Revelation PR, Advertising & Social Media offers architecture, engineering and construction companies services related to advertising, public relations, email marketing, tradeshow marketing, content marketing, public involvement and social media management. Please contact Brian Lee, brian [at] experiencerevelation.com or 608-622-7767.

In Hospitality, Customer Service is Everyone’s Responsibility

Posted on by Brian Lee

hospitalityINTRODUCTION

In a survey by American Express, 7 in 10 Americans said they were willing to spend more with companies they believe provide excellent customer service. This is especially important for hotels, B&Bs and resorts. It is the responsibility of every employee–from the front desk to housekeeping–to provide a high-quality, memorable experience for each and every guest.

Following are a few keys to hospitality success.

HOW TO IMPROVE CUSTOMER SERVICE

Creating a customer-first culture starts with training. Make your hospitality standards a key part of new-employee onboarding.

Employees should learn your hotel’s mission and values. Your internal communications–for example, email, Intranet or department meetings–should regularly reinforce these points. A maintenance worker directing a guest to a pool or a bartender providing sightseeing recommendations goes a long way.

Senior staff members need to lead by example, according to HotelRED General Manager Jason Ilstrup, a past Wisconsin Hotel and Lodging Association Innkeeper of the Year whose hotel in Madison, Wis., has earned numerous Trip Advisor Certificates of Excellence.

“I’m out on the floor, working in all departments, and great customer service becomes contagious,” Ilstrup said. “I’m trying to demonstrate that we’re all on the same team and doing this together. Our mentality is that we’re here for the guests.”

BENEFITS TO GREAT CUSTOMER SERVICE

Contrary to popular belief, customer loyalty is not built through great customer service, according to a study by the Customer Contact Council. Instead, customer loyalty is built by “reducing (the guest’s) effort—the work they must do to get their problem solved.”

That’s why Ilstrup empowers his staff to solve issues as they arise.

“We train the staff to have the right frame right of mind, and then we never question their decisions,” Ilstrup said.

As a result of great customer service, Ilstrup said the main benefit for his hotel is not only referrals or favorable reviews, but also the “positive attitude the staff has all the time.” And that, in turn, benefits the guests, too.

RECOGNIZE YOUR STAFF

You also should establish an employee recognition program. Staff members always appreciate being noticed for going above and beyond. This is not an employee-of-the-month award; rather, it’s calling out “wins.” Your program will hopefully lead to increased productivity and high morale.

Check out what Hilton does:

FOR MORE INFORMATION

Revelation PR, Advertising & Social Media offers hotels, B&Bs and resorts services related to media relations, community relations, branding, group sales, SEO/SEM and social media management. Please contact Brian Lee, brian [at] experiencerevelation.com or 608-622-7767.

Five Things to Include in Your Health Tech Investor Update Letter

Posted on by Brian Lee

INTRODUCTION

typingRegardless if you have one investor or 12, or you’re in your angel round or Series B, you need to keep your investors updated regularly. But how do you write an investor letter? Should it be short or long? Do you keep it high level or go into details?

The key is to cover the five points listed below to the extent that your investors will feel apprised and can read through the update in less than 5 min. (approximately 1,000 words). Use an email marketing program like MailChimp to save some formatting effort, and send your updates monthly to quarterly, depending on the preferences of your investors.

1. Progress and milestones

Describe your progress toward short-term and long-term goals. For example, how close are you to acquiring five new IDNs and $20,000 monthly recurring revenue? What milestones have you reached or exceeded en route to achieving your vision of becoming the leader in your healthcare sector? You also should list what milestones you missed and what course corrections you plan to make.

2. Financial health

Start this section with your top-line revenue information. From there, include your cash position, burn rate and runway. Depending on your financial health, you may be hinting or asking investors for follow-on funding.

3. Pivots or change of plans

If you’re still following your trajectory, just say so and be done with this section. Otherwise, you’ll need to let investors know of course changes. Don’t worry, they know that businesses evolve. In the world of health tech, new federal laws and guidelines continue to force providers, payers and vendors to pivot. Describe what new opportunities you’ve discovered, why you’re targeting different customers or how you’re tweaking your product or service.

4. Potential opportunities

Here’s where you’ll talk about your pipeline and leads, no matter where they are in the sales funnel. You want to show what potential revenue may be coming in, while also showing that you’re focused enough not to be chasing bad leads. As a value-add, your investors may know decision-makers at your target hospitals or clinics and can help you close some deals.

5. Need for advice

You already know that investors often serve on your board of directors or advisors. They are there to provide you guidance, so tap into them. For example, ask for advice on your staffing issues, ask for introductions, ask for help on your operational challenges, etc.

FOR MORE INFORMATION

Revelation PR, Advertising & Social Media offers healthcare IT companies and startups services related to media relations, email marketing, investor relations, tradeshow marketing, content marketing and social media management. Please contact Brian Lee, brian [at] experiencerevelation.com or 608-622-7767.