Marketing Handbook

MarketingHandbookFollowing up from last week’s post Moments several of you have asked about the book I mentioned. The book is called the Marketing Handbook and it is a multi-author book on marketing professional services published by BNI Building News. I wrote the section of the book on Client Relationship Management and lead tracking. If you are working in the design and construction industry let me encourage you to pick-up a copy.

Over the past several weeks I have enjoyed reading several great articles in the blogosphere, so this week I wanted to share some of my favorites with you:

Not Everybody has to Like You
Valerie Conyngham from The Cecil Group writes a great post about what it takes to win work in a down economy. My favorite part of the article is a discussion on the problems that can occur when a firms’ mantra changes from “from niche, niche, niche to diversify, diversify, diversify.” 

How important is it to be first on Google?
Mark Buckshon of Construction News and Report shares a great chart that denotes the percentage of clicks that you will receive based on your location in Google search results. I’ll tell you here that the first position gets clicked on 56.36% of the time. Do you know what your chances are of being clicked on if you are in the third position?

Networking for Success
Mel Lester of the Business Edge discusses key principals of networking that everyone should know. I especially agree with his belief that networking shouldn’t be all about selling, rather about building relationships.

The Dull Edge of Experience
How do our clients define experience? Bruce of PSMJ Resources considers how you would feel about selecting a physician if they had “performed the operation you needed 27 years ago.” He then uses this as an analogy for how to win work based on your individual or firm experience. 

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