Welcome to The Shortlist! We are exploring all things AEC marketing and answering listener questions to provide best practices and fresh ideas for marketing strategies to help your firm win the shortlist. New episodes drop each Wednesday. Listen as the team from Middle of Six shares their thoughts on proposals, interviews, websites, social media, marketing planning, business development, and countless other tactics that architecture, engineering, and construction firms rely on to grow their businesses and build strong brands.
Sharing Your Expertise
Sharing your expertise can feel like a daunting task. How much is OK to share? What type of information will resonate with your audience? And how do you draw out meaningful stories from your technical or field staff? Middle of Six principals Wendy Simmons and Melissa English give their recommendations to help AEC leaders and marketers stand out from the crowd and connect with decision-makers.
Website Refresh vs. Rebuild
When discussing major updates to your existing website, there are two paths: refresh or rebuild. Wendy Simmons and Kyle Davis talk through each option in detail, exploring what makes them different, when you might prioritize one over the other, and how to optimize your time and budget when renovating your "digital storefront."
Proposal Strategy Matrix
Is it just us, or is the thought of being disqualified in the pursuit process the stuff of nightmares? Enter the Proposal Strategy and Responsibility Matrix. In this episode, Wendy Simmons and Pursuit Strategist Rachel West break down Middle of Six's pursuit planning document, sharing topics ranging from common booby-traps to best practices, to ensure you and your team are set up for success!
Right-Sized Marketing Teams
AEC Marketing departments typically have too much to do and too few resources to do it. This leads to overworked staff, quality control issues, and unfulfilled department goals. So, what is the right size marketing team for your firm? Allison Tivnon talks about how to collect and leverage data to discover where your time and resources are currently going and decide where they should be going.
Building Brand Awareness
From speaking engagements, sponsorships, and submitting for awards to client care, public relations, and industry associations, the toolkit for brand awareness is large and a key function of the AEC marketer's responsibilities. Dig into effective brand awareness tactics with Middle of Six principals Wendy Simmons and Melissa English as we explore this topic, including assessing fit for your firm, getting buy-in, and reporting on ROI of a brand awareness campaign.
In business-to-business and AEC marketing, there is sometimes a belief that you "don't win work from the website." But have you ever wondered if a poor web presence is costing you projects or recruiting opportunities? What if you haven't even been invited to the conversation because of incorrect contact information, broken links, online forms that go to nowhere, or worse? Enter the website audit—a simple tool you can use to identify your website's strengths and weaknesses. Is it meeting your firm's objectives, or is it a candidate for a full rebuild? Kyle Davis walks us through the Middle of Six process with tips for in-house teams.
All things AEC Marketing
Wendy and her team are top notch - can’t wait to hear what they come up with each week!
So excited for this podcast!
I love this! I’m eager to learn and get some insider tips and tricks. Looking forward to more episodes.
Looking forward to upcoming episodes!
This team knows their stuff, I’m sure I’ll learn a lot.