3 newsroom lessons to improve your sales story

April 21, 2017

3 newsroom lessons to improve your sales story

Humans are natural storytellers and we gravitate to stories — whether around a campfire, the office water cooler or on Netflix. The world of sales is no different.

A compelling narrative can be the difference between a pitch that converts prospects into clients and one that falls flat. That’s why sales stories are so important.

Read more »

 
 

How to address your AEC prospects’ sales objections with great content

March 14, 2017

How to address your AEC prospects’ sales objections with great content

Think back to your firm’s last major client project. Now consider the process of winning that contract in the first place. That journey can be almost as complicated and drawn out as the construction project itself.

In a perfect world, your business development team would love nothing more than smooth sailing from start to finish — question-free sales calls, a straightforward proposal presentation and full agreement across the board with no objections or back-and-forth whatsoever from the prospective client.

Alas, life isn’t an episode of “Friends” where all your problems are solved and loose ends tied up in just 22 minutes to the sound of a laugh track.

Read more »

 
 

Why your AEC firm’s business development team should be using your content (and 5 ways to do it)

March 2, 2017

Why your AEC firm’s business development team should be using your content (and 5 ways to do it)

So your firm is producing useful, educational, client-centric content. Or maybe you’re just exploring content marketing and wondering if you should incorporate it into your firm’s strategy.

No matter where you are on the spectrum, you must ask a crucial question: What is the business development team doing with our content?

Your marketing team’s blog posts, e-books and white papers can’t live in a vacuum. By using a balance of inbound and outbound tactics, your business development team can leverage your content to win more contracts — and they should.

Read more »

 
 

Why the most successful AEC firms combine online and offline marketing

February 23, 2017

Why the most successful AEC firms

I’ve said it before, and I’ll say it again: The internet has changed the game for how architecture, engineering and construction firms grow their business.

Inbound marketing, which “pulls” clients in by educating and solving their problems online, has stolen the spotlight from the traditional “push” tactics of outbound marketing (think: trade shows, advertisements, cold calls, direct mail).

So does that mean outbound marketing is dead and gone? I think not.

For AEC firms, the key to success is achieving a balance between inbound and outbound, a strategic blend of online and offline marketing.

Read more »

 
 

AEC firms: Why 2017 is the year to kick your content marketing into high gear

February 21, 2017

Why 2017 is the year to kick your content into high gear

Alright, we’re more than a month into this brave new world we’re calling 2017. So how are those resolutions coming?

Maybe you’re crushing that 5K training plan (good for you!), or perhaps you decided a world without fried chicken taco shells isn’t a world you want to live in (you do you, friend). Or maybe the whole New Year’s resolution thing is too mainstream for you. That’s cool, too.

Regardless of where you stand, there’s a conversation we need to have that’s bigger than a simple resolution.

See, a resolution is a choice to do something, but when it comes to the AEC industry, content marketing isn’t really a choice anymore — if you want your business to boom, at least.

Read more »

 
 

What is influencer marketing? (And why B2B companies should care)

January 6, 2017

Reputation Ink’s exclusive interview with Promise Phelon of TapInfluence

What is influencer marketing? (And why B2B companies should care)

Consumers today are smart.

Yes, regardless of what many YouTube “fail” videos may imply about the intelligence of the human race, people are in fact pretty savvy — and they’re not easily swayed by old-school marketing tactics. In fact, research shows consumers value customer reviews and peer recommendations over traditional advertising more than ever. Why? Because they value authenticity.

But can brands be authentic? Sure. There are plenty of good examples of this, but influencers can provide a human extension of your brand. They can connect your business to customers in a unique way.

Enter: influencer marketing.

Read more »

 
 

#INBOUND16: Top Takeaways from HubSpot’s INBOUND 2016 Conference

November 15, 2016

#INBOUND16: Top Takeaways from HubSpot’s INBOUND 2016 Conference

It was a whirlwind of a week for the Reputation Ink team, and no, unlike everyone on your Facebook feed, we’re not talking about the election. (You’re going to get enough of that at Thanksgiving, anyway.)

We’re here to talk about #INBOUND16, folks.

Our team spent last week in Boston for the annual conference hosted by HubSpot, and we picked up A LOT of good stuff along the way, from inspiring content strategy tips to buttery lobster rolls. Here are some of the key takeaways that got us thinking (and tweeting).

 
 

Sales Stories 101: Crafting an effective narrative

October 13, 2016

Sales Stories 101: Crafting an effective narrative

When was the last time you told a good story? What about a good sales story? A compelling narrative can be the difference between a pitch that converts prospects into clients and one that falls flat.

Read more »

 
 
About the Author
Steven Gallo

Steven is a media-savvy writer with a knack for telling stories across various platforms. His experience includes award-winning work in television, radio and digital newsrooms. He loves reading, making music and college football.

Read my full bio.

Get INKsights in your inbox

Sign up for our e-newsletter.
We have added you to our list.

Archives

Download e-book for AEC firms