Why your brand's best advocates are your employees

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What’s one of the best ways to get your message heard? Have other people tell it for you, of course! This adage holds even more true when it comes to social media. People are going to trust other people before they trust a business.However, finding influencers and advocates online can be a long, time consuming (and costly) endeavor. What you may not realize is your best advocates are the people all around you — your employees and coworkers. They are a key way to build brand awar...
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Social media ROI: Myth or reality?

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Proving your worth on social media can be one of our largest challenges as marketers. It can be so difficult that many simply don’t bother; they know they should have a social media presence and leave it at that. But when done correctly, social media measurement can prove ROI, improve your marketing strategy and ultimately help you reach new customers.Social media measurement has come a long way — it’s not just about counting the amount of likes and followers. In fact, all...
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Live storytelling and the future of video

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It’s no secret that video is devouring the internet. Cisco estimates that by 2019, 80 percent of the world’s internet consumption will be video. Facebook reports 8 billion video views on average per day.But now, the latest trend is live video.In March 2015, Twitter launched the Periscope live-streaming video application, and one year later Facebook launched Facebook Live. Snapchat Live and the whole host of additional live-video applications are available, giving anyone with a smartp...
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Making the most of your social media

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If you fail to plan, you plan to fail. This adage has made its way into our enewsletter column before, but it rings true more than ever these days for social media. One of AOE's trusted partners, Lindsey Congeni, social media director, explains that content strategy for social media is a must because all social mediums today operate using algorithms. If people don't engage with a post, it doesn't come into their feed and it becomes a vicious cycle. Therefore, coming up with a game pl...
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Tackling the elevator speech

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The “elevator speech” seems to be a bit of a mystery to many in the concrete industry and can be quite unnerving. However, by tackling this mysterious concept and developing the right speech for your company, you’ll eliminate the cumbersome and clunky initial sales process.Jargon JunctionThe phrase “elevator speech” is best explained by asking what can you tell a complete stranger about your company in the time it takes to ride an elevator from one floor to another ...
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Mobile phone etiquette

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According to recent findings, U.S. construction and architecture firms have room for improvement when it comes to phone manner. Conducted by PH Media Group, the study surveyed 2,234 American consumers and found only 21 percent are satisfied with the way construction businesses handle phone calls. Only 20 percent of architecture firms’ customers report satisfaction.Perhaps the survey results can be explained by the widespread use of mobile devices, particularly in the design and constructio...
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We all face a constant “bombardment” of time demands as we work through our workday – phone calls, emails, keeping up with social media, project deadlines, business travel, etc. This is especially true for Internal Communicators, who are also tasked with managing employee communications and feedback. According to a report from Lawrence Ragan Communications, Inc./Newsweaver, “Time Management and Productivity: A Guide for Corporate Communicators,” while many internal ...
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One topic that seems to come up everywhere I turn lately is work-life balance. Some might say the universe is trying to tell me something. I’m trying to listen. But honestly, how easy is it for anyone to listen these days when so much noise comes at us from all directions? Social media feeds, e-mail pop ups, hundreds of satellite radio channels – not to mention all of the programs available for Netflix binges. It’s easy to see how life can quickly get out of balance.Such was th...
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Serve your best customers first

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Customer segmentation has long been a standard in other industries. For instance, there are countless examples of manufacturers slapping a different label on an automobile and marketing it to a dissimilar demographic either based on a difference in price, image, or even branding. Applying this same philosophy to the concrete contractor can benefit customer retention and profitability. Customer segmentation is simply a process by which you organize your customers regarding their needs and your se...
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Posting photos on social media is a great way to share your project progress with your clients and customers – it gives them a “sneak peek” of things to come and lets them feel as though they’re part of the process. However, static images aren’t the most immersive, and while videos are, they can come with their own problems: recording outdoors can pick up the sound of wind, which muffles your voice and distracts viewers, and you may not have the time required to cap...
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Regardless of your area of study in school or title in your current position, we are all marketers.

Today’s global economy, high-tech business world and ever-changing business environment littered with buzzwords mandate a lifelong journey of education. As experts in marketing, communication, public relations and technical writing, the AOE Team is dedicated to helping you better hone your craft and serve your organization. Through industry workshops and seminars, columns in a variety of trade publications and other educational resources, we offer a variety of educational venues to assist you in your short- and long-term marketing objectives.


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