Top B2B marketing trends for professional services in 2025

January 13, 2025

I wrote a predictions blog post in early 2020, but nowhere in that post were the words COVID-19, murder hornets or Black Lives Matter protests. Suffice it to say, that’s the last time I’ll ever write a blog post predicting anything. Instead, I’m sharing some trends I believe any professional services firm or B2B company should consider when implementing marketing strategies this year.

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Useful LinkedIn features B2B firms should use to enhance their marketing

November 26, 2024

Selling expertise to sophisticated audiences is professional services firms’ bread-and-butter. As such, these firms stand to benefit enormously from getting their LinkedIn strategy down pat. 

The platform has an active audience of over 1 billion professionals who want to connect and engage with content that improves their work lives. According to LinkedIn, members engage with 1.5 million pieces of content every minute, a testament to the platform’s success at fostering connection.

LinkedIn offers several features that enable businesses to exhibit, highlight and amplify their offerings and owned content to reach and convert leads. Let’s talk about how to make the most of them.

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Merry and bright: A blueprint for creating your AEC firm’s 2024 holiday card

November 5, 2024

For architecture, engineering and construction (AEC) marketing teams, wrapping up a successful holiday card campaign feels like a sip of hot cup of cocoa on a snowy, blustery day — a comforting relief! However, developing a holiday card concept, securing firmwide support, and executing the plan can feel more like that after-shave scene in Home Alone. You know the one.

via GIPHY

While you may be tempted to send a quick email with an AI-generated image of elves, a wreath, and some mistletoe, that isn’t the personal touch your clients and business partners will melt over. Holiday cards give AEC firms the chance to express their gratitude for the support and collaboration received throughout the year. They can also communicate your company’s values. You don’t have to overcomplicate it but don’t phone it in.

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October AEC firm rankings, lists, awards and PR opportunities

October 14, 2024

There are so many spooky puns sprinting into my brain right now, it’s scary.

Instead of sprinkling fun wordplay all over this intro, let me tell you a real-life haunting tale.

I have been with Reputation Ink for eight years now and I’ve felt real fear in my bones approximately four times. Each of those times has been centered around the thought of, “Did I miss that deadline? No! Maybe? I’m scared to look … WHEW.”

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These 12 AI tools can help professional services firms create thought leadership content

August 28, 2024

Ah, the blank page. It’s been taunting humans ever since we invented writing. The desire to fill it can be strong, but, oh, the excruciating frustration of actually putting pen to paper — or hands to keyboard. 

We can’t all lock ourselves in a remote cabin with nothing but a feather quill and log fire in order to create fantastic content. That’s especially true if you’re running a law practice, architecture, engineering and construction (AEC) firm or any other professional services business. Clients are gonna client, and billable work must take priority.  

However, there is unique value in creating regular, insightful thought leadership content. When done right, it can set your firm apart, demonstrate its authority in an industry, build trust with new prospects and keep existing clients engaged. 

With the support of artificial intelligence (AI), tasks such as idea generation, research, writing and editing can be streamlined. The key is not to automate the entire process but to be strategic about what you outsource to AI and what you continue to do the old-fashioned way. 

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August AEC firm rankings, lists, awards and PR opportunities

August 12, 2024

Would you believe me if I said that we are fully in back-to-school mode over here?

I almost don’t believe it myself (she says while panting through 104 degrees of humid heat), but the school supply receipt says otherwise.

Fresh pencils and untarnished highlighters are a great reminder of how delightful a fresh start can be. Even if this year’s editorial calendars have gotten away from you and your architecture, engineering and construction (AEC) firm, it’s never too late to review the opportunities that highlight your strengths.

Below are Rep Ink’s favorite PR opportunities this month for our AEC clients:

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How AEC firms can craft a winning DBIA awards submission

March 26, 2024

The fields of architecture, engineering and construction (AEC) are incredibly competitive. Securing a bylined article in a reputable industry publication isn’t the only way to capture the attention of your desired clients. The prestige associated with winning certain AEC awards (I know, I know, you don’t do it for the recognition) can also bolster your firm’s reputation. But not all awards are the same.

Clients won’t be won over by a participation prize, much less one you paid for! If you deliver design-build projects and you’re going to invest money in an annual award submission, the Design-Build Institute of America’s national or regional Design-Build Project and Team Awards, similar to the organization’s leadership awards, are a great place to start, as they’re incredibly competitive and highly esteemed. They also recognize a wide scope of projects, from vertical construction to various infrastructure sectors like aviation, water/wastewater and transportation.

Because the DBIA Awards are so competitive, they require a lot of diligence and documentation to verify design-build best practices were used to improve the project outcome, a process the DBIA dubbed “Design-Build Done Right®.” Like high school algebra, it’s not enough to show the end result; you actually have to show your work. I know, I know. I’m full of good news today.

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Keeping your emails out of the spam folder

February 27, 2024
Keeping your emails out of the spam folder

Congratulations! You’ve successfully implemented an email marketing strategy to connect with your clients and prospects. Email marketing is a potent tool for getting a high return on your marketing investment. 

But, wait! 

Just a day after hitting ‘send,’ you receive that dreaded message: “So-and-so didn’t receive the email; it went to spam.” Even worse? Your supervisor got the email in their spam folder, causing some pointed questions about just why you’ve been spending time on this.

Don’t panic just yet. 

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Do’s and don’ts of podcast interviews

September 14, 2023

I love a good podcast. The ones that make me feel like the host and guest are standing in the same room are instant favorites — doesn’t matter what genre it is.

Personal entertainment aside, they’re also a fantastic business opportunity for B2B companies. Not only does running a podcast enable you to build brand awareness while creating content for your business and your guest’s, it’s also a great way to build relationships and have meaningful conversations with industry leaders and potential prospects.

But how do you do good podcasting?

I didn’t think this question would be so hard to answer when I first started producing our agency’s podcast, “Spill the Ink.” After all, I’m an avid consumer of plenty of great podcasts and have a background in production and storytelling as a former TV journalist. Why wouldn’t it be easy? While a lot of my skills were transferable, I had to come to terms with the fact that podcasts are unique pieces of content that require their own skillset. 

In my opinion, one of the most important skills you can develop is learning how to conduct an interview. I won’t lie and say that this isn’t going to take a lot of trial and error. But I can at least help get you started on the basics.

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How AEC employees can contribute marketing videos with their smartphones [infographic]

May 31, 2023

You don’t need a Hollywood movie studio to be a B2B video marketer. In fact, you already have a team of videographers at your disposal: your employees. And they already have access to a high-powered video camera in their purse or pocket: their smartphone.

After all, the best camera is the one that’s with you.

So why should AEC firms care about employee-generated video content?

Glad you asked.

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