The AEC landscape has changed, and it’s time for a more strategic approach.
Here’s why:
- 84% of CEOs and VPs now use social media to make purchasing decisions.
- 62% of B2B buyers start with a web search to learn about solutions.
- 80% of decision-makers prefer learning about a company through articles over ads.
No one cares that you are proud, or that the adjectives you choose to describe your services are ones like ‘leading’ or ‘premier’. Buyers are smarter than that, they crave authenticity, not fluff.
Building the Authenticity Muscle
It’s 2024, and storytelling, strategy, and design are the cornerstones of AEC success. What value does your new hire bring to their potential project? How are your employees treated, and what’s the work environment like? Does your presence at these events or conferences demonstrate any value or establish you as a thought leader in their industry? That’s what they want to know.
At the end of the day, investors and construction consultants are people too. They (are now mandated to) care deeply about social impact and sustainability. They can spot greenwashing a mile away because it doesn't help them achieve CSRD compliance. Buyers want to know who they’re working with and what sets you apart. They seek genuine commitments and accreditations, alongside guidance and thought leadership.
Tritech's People-First Marketing: building their authenticity muscle
Tritech’s marketing prioritises their people, emphasising employee safety, wellbeing, mental health, and career development. As industry thought leaders, they share insights into innovations and the future of M&E contracting, with a focus on data centres, pharmaceuticals, and sustainable solutions. Their commitment to governance is demonstrated through frequent charity fundraisers, fostering community engagement. Tritech celebrates team spirit by recognising promotions, new hires, and farewells.
They deliver these messages through video marketing (both long and short-form), their frequently updated website, and a consistent 2-3 times weekly social media content strategy featuring videos, carousels, newsletters, GIFs, and images.
By articulating their core values and fostering genuine connections, AEC companies can position themselves as trusted partners in an increasingly competitive landscape. This strategy the Generate Leads team has implemented for them over the past year, has driven a 20% increase in website traffic, with notable improvements across new user engagement, organic searches, and direct visits. LinkedIn content, in particular, has propelled referral traffic up by a remarkable 280%.
The AEC Renaissance
Yes, AEC marketing has traditionally been a bit stiff and reserved - lacking creativity, innovation and diversity. But the industry is undergoing a renaissance at the moment, it is embracing diversity of thought, of ability - it is innovating - and the storytelling needs to evolve with it.
Book your complementary storytelling workshop tiffany@generateleads.ie
