Tag: social media

Do as I Say, Not as I Do

Do as I say, Not as I do

“Do as I say, not as I do” is a phrase purportedly originating from John Seldon’s book, Table-Talk, published in 1654, which Dictionary.com defines it as “don’t imitate my behavior but obey my instructions.”

This phrase came to mind while reviewing updates to our website. Admittedly, it is quite obvious that we have not posted a blog since October of 2016 – an instance where we would have chided one of our clients if they had not posted in so long, reminding them of the importance of posting more often. In this era, where content marketing is king, not producing digital content on a consistent and frequent basis, can be the killer of any firm’s digital marketing strategy.

For a marketing communications firm that is responsible for producing content marketing for our clients, we often forget to do so for ourselves. I have produced a weekly blog for Construction Careers Now since July of 2016, with a range of topics including:

I also served as the Editor of MileHighCRE.com for one year and managed all of the online content to adhere to Denver’s commercial real estate and A/E/C (Architecture/Engineering/Construction) industry branding. In addition, I wrote several pieces of original content that can be found in this Portfolio.

Regardless of our efforts, the flight attendant’s announcement still comes to mind where we hear “If you are travelling with someone who requires assistance, secure your mask on first, and then assist the other person.” In essence, in order for us to better help our clients, we must first help ourselves and take our own advice.

CCD Magazine Winter Spring 2017_Todays Electrical Contractor_Business RewrittenNow that we’ve recognized the gravity of implementing our own marketing suggestions, we are challenged to produce content for our own website on a more regular basis. Recent updates include additions to our Portfolio sections:

Timely blog posts and “live” social media postings are other strategies we are carrying out in order to fulfill our own digital marketing strategy for the year. Instead of “do as I say, not as I do”, let us all be reminded to “do what you say you’re going to do” and serve as an example to others.

Written by: Julie Wanzer, LEED AP

Main image: izquotes.com 

Logo: courtesy of Construction Careers Now

Article: “Today’s Electrical Contractor”, Colorado Construction & Design Magazine

Authenticity and Relevance in Social Media Marketing

Authenticity and Relevance in Social Media Marketing_Business Rewritten

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You want your firm’s social media posts to be authentic and reflect your core company values and areas of expertise that your firm offers.

As we head into the fourth quarter of 2016 and look towards planning ahead for your 2017 marketing strategies, social media has become more of an expectation than a nuance for almost all companies and associations, regardless of industry type. According to the 2015 YTD statistics from Kleiner Perkins Caufield & Byers (KPCB), American adults are spending 51% of their time per day on mobile digital media. In addition, the 2016 Business Insider Intelligence Social Engagement report found that 20% of the total time spent online per day in the U.S. is on social platforms. In order to reach your potential client/customer/membership base and capture a percentage of their time spent on social media, companies must establish a social media presence.

One of the first questions my clients ask me once they have recognized this need for a social media presence, is “What do I post on Facebook, Twitter, Instagram, LinkedIn, Snapchat, etc?” I then spend the next twenty minutes or so asking them questions such as:

  • What are your core company values?
  • What areas of expertise does your company focus on?
  • What do you want your potential clients to know about you?
  • Describe the demographics of your ideal clients/customers/members

The answers to these questions obviously vary given the type of company or association sitting across from me in the conference room, but all of these answers relate to authenticity and relevance in social media marketing.

Authenticity and Relevance in Social Media Marketing_Business RewrittenYou want your firm’s social media posts to be authentic and reflect your core company values and areas of expertise that your firm offers. As a construction firm, you do not want to be posting about the latest brain surgery tactics or trending cat videos – rather focusing on innovative building techniques, your firm’s philanthropy in construction and the latest statistics influencing the construction market.

You also need to ensure that your firm’s social media posts are relevant to both your firm and to your potential client/membership base. As an engineering firm, what do you want to portray to your clients?

  • Your firm’s reliability?
  • Flexibility in a team structure?
  • Ease of use for design document collaboration?

Then take the time to define your ideal client to ensure your target social media demographics align with your ideal client/member demographics.

Written by: Julie Wanzer, LEED AP