Maybe marketing shouldn't be this hard, but it's taken years to settle on a solid process for generating good leads in a tasteful way.
Here's the current iteration of our Marketing Flywheel. Too simplistic? Not sure, but it seems to be working. Importantly — all our work is awesome!
Tone: friendly, helpful, confident, fun
The concepts of "onward & upward" are important.
"Building Up" - inspirational and aspirational.
We can help you get there (and help you see what "there" looks like!).
Image is professional at all times, but not stuffy. Personal. Showing real people doing real work. People that care about their craft, getting to know you, and helping you tell your story. We're people you want to be friends with and spend more time with. It's not just transactional (otherwise we'd be in a far more lucrative business!).
"Work hard work smart." - core value we live out every day.
Open and honest imagery. Showing behind-the-scenes, how we do work. Craftsman carefully & purposefully pursuing their craft.
Twice per week, post something like this:
- “museum appreciation posts” celebrating the good and interesting work we see at other organizations (generally pictures we take on visits)
- behind-the-scenes photos showing our people doing what they do best - Joel's journal style of images
- portfolio photos, with project names overlayed
- work anniversary posts celebrating employees work anniversaries
- product customization posts - check out how this museum chose to customize one of our products
- educational posts like the benefit of powder coat, or a new museum design guide
- “Things we've learned” posts about a new process, like zinc primer to prevent rust and make our products last even longer
- short how-to TikTok style videos
- conference attendance (“Come visit us at AAM in Denver, July 21-24”)
- reviewing prototypes that work and don't work
Every week, post a picture from the weekly marketing workspace.