INGenius Podcast

In this episode of the Ingenuity Masters Series, we are joined by Melissa Seburg, Senior Marketing Coordinator at TKDA, an employee-owned provider of engineering, architecture, and planning services headquartered in St. Paul, MN. Melissa is an active member with SMPS-MN and is also the incoming president. Interviewed by Dawn Wagenaar, Melissa shares her insights on marketing trends in the architecture, engineering and construction (AEC) industry, the benefits of membership in industry associations and why a network is so important to career success. 

In this episode of the Ingenuity Masters Series, we are joined by Virginia McCoy, Regional Marketing Specialist at H.B. Fuller and President of the Society for Marketing Professional Services – Twin Cities through 2020. Interviewed by Dawn Wagenaar, Virginia shares her insights on marketing trends in the architecture, engineering and construction (AEC) industry. 

In this episode of the Ingenuity Masters Series, we are joined by Christina Camara, master journalist and all-around accounting trends influencer at The Platt Group and INSIDE Public Accounting. Interviewed by Dawn Wagenaar, Chris shared her insights on media trends and how firms leaders can gain visibility and attract talent. Her one big tip? Keep focusing on firm culture. 

Following up with your leads and nurturing the relationship is sometimes the area where people fail to indulge. In this episode, Natalie Klein and Dawn Wagenaar discuss the importance of relationships, what to do to continuously nurture them and how you can be most effective in this area. 

1:29 The challenges of lead conversion

2:40 Ways to get to know people

3:25 Making time for business development

4:30 Tips for lead conversion

5:23 How to have a conversation with your prospects

6:34 The importance of coaching and sales training

8:42 Digital tools for lead nurturing

In this episode, Natalie Klein and Robert Wasiluk discuss graphic and back-end design. Because people process images faster than words, your communication must be beautiful as well as persuasive. Learn more about current color trends and why the back-end design such as meta descriptions, alt tags, is just as important as graphic design to set you apart from other professionals.

2:00 Importance of page titles and meta descriptions

2:32 Website maintenance, updates and backups

3:02 ADA compliance

4:07 GDPR compliance

5:05 Why you need to clean up that emailing database

5:50 Color trends

Referrals online are called social proof. Natalie Klein and Leah Spielman discuss the power of reviews, testimonials and other socializing that create the appetite for your services and yours alone.  

Show notes: 

1:00 The importance of testimonials and online reviews

2:15 Asking for referrals

3:05 How client surveys can help align your brand promise and client perceptions of your brand.

4:20 Responding to a negative review

5:25 Using testimonials to drive perception

8:03 Getting online reviews – their importance and integrity

12:50 Using reviews to internally assess and improve your customer service model and processes

14:30 How reviews help with talent recruitment