President's Message

A LIGHTING CONTRACTOR'S DIGITAL MARKETING JOURNEY

By Bill Brunette, ECO Engineering

Like most organizations, our company's employees are experienced web users and personally active on social media platforms such as Facebook, lnstagram, Snapchat, TikTok, Twitter and Linkedln As a result, we have no shortage of internal ideas regarding our website and social media actions for the company Expand

Our digital presence, they say, and we will increase our proJect volume We even will be able to attract future employees to the company through these channels Is 1t really that easy'

Questions about general marketing issues have persisted since our founding in 1993 Questions about digital and social media marketing have been more prevalent 1n recent years. What 1s best suited for us, a national lighting contractor? What media channels could create more awareness for our company? How do we effectively promote our expertise outside of traditional meetings and conferences'

Our company's journey in the digital marketing world has been filled with encouraging results, numerous missteps, and continued questions This article 1s intended to share these experiences and offer insights to fellow NALMCO members. We have a saying at our company that mistakes are treasures to be shared It is my hope that some of our lessons will help other contractors in their own digital markeung.

THE EARLY YEARS

During the 1990s and 2000s, our marketing was pnmanly creating collateral about our company or an occasional case study about a project This started as paper-based documents provided to our sales organization in support of their faceto-face prospect meetings As time passed, we created a website tha1 was essentially an electronic version of our paper-based handouts We could not justify staffing a marketing position internally due to our size, so all actions were coordinated through multiple a time and material basis.

Key lessons learned were as follows:

ˍ Marketing is more than collateral. Whether in paper form or on a website, we learned that a "onw way" company snapshot had limiited impact.

ˍ Websites age quickly. It seemed that as soon as we created a new company websitem it was already outdated. What would compel a visitor to reture to the sire? would compel a visitor to reture to the sire?

ˍ Consistency is a challenge.

Because we used multiple thrid-party markting

RECENT YEARS

Our marketing efforts evolved over the last decade Hilit, tecum ipis aut rero modis int abore conse nia consed et ut quam ra quatur Bill Brunette is Vice President of Sales and Marketing at Eco Engineering, Inc. Based in Cincinnati, Ohiom EcoEngineering is a design-build turnkey lighting contractor with projects spanning the United States and Canada. Bill can be contacted at bbrunette@ ecoengineering.com

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Primary lessons learned included the following:

ˍ Marketing is more than collateral. Whether in paper form or on a website, we learned that a "onw way" company snapshot had limiited impact.

ˍ Websites age quickly. It seemed that as soon as we created a new company websitem it was already outdated. What would compel a visitor to reture to the sire?

ˍ Consistency is a challenge.

Because we used multiple thrid-party marktin

National REAU BU LIGHTING

Trusted Warranty

By Craig Dilouie, CLCP, LC

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