In this episode, I talk with Derek Wong, ghostwriter and founder of Builders Press, about tackling some of the toughest AEC marketing challenges, uncovering the power of branding, the impact of digital strategies, and game-changing tactics to elevate your AEC business.
Engineering Quotes:
Here Are Some of the Questions I Asked Derek:
- What do you see as the main marketing challenges for the construction industry?
- Why does the construction industry often seem less appealing to the public, and how can we shift this perception?
- How do you assist construction companies in building their brand, and what common branding mistakes do you notice?
- How can storytelling enhance marketing in construction, and what are the best ways for companies to use it?
- Why is having a strong digital presence, especially on social media, important for changing the construction industry’s image?
- How do you see marketing evolving in construction with the rise of new technology and innovation?
- What final piece of advice would you give to engineers and professionals in the AEC industry looking to build their brand and stand out?
Here Are Some Key Points Discussed in This Episode About How to Overcome Some of the Toughest AEC Marketing Challenges:
- The construction industry faces challenges in effectively communicating its valuable work to a broader public, with many impactful stories remaining within close circles. By embracing modern marketing techniques and authentic storytelling, the industry reshapes its image, making it more appealing and inspiring for both the public and potential new talent.
- Once held in high regard, the construction industry has lost some of its historic prestige and is often seen through a negative or inconvenient lens. By highlighting awe-inspiring achievements and tangible contributions to communities, the industry can regain public admiration and showcase its clear value.
- Building trust and creating connections in construction starts with showcasing genuine value and sharing real, relatable experiences. A common branding pitfall is overlooking storytelling as a connection tool — by authentically sharing challenges and accomplishments, companies create a more relatable and compelling impact.
- Storytelling in construction marketing powerfully humanizes the industry and connects with audiences on a personal level. Companies focusing on the journey and pride in their projects, showing both challenges and successes, build deeper connections with clients and communities.
- With a strong digital presence, especially on social media, construction companies can highlight the meaningful, impactful work they do, addressing labor shortages by attracting younger talent. Digital platforms enable a broader reach and allow the industry to craft a more positive, relevant image for the next generation.
- Advances in technology and innovation in marketing expand the construction industry’s reach and enhance its image, while core values like authenticity and pride in completed projects remain constant. By blending timeless values with digital tools, companies present their work in ways that resonate with both tradition and the modern audience.
- Professionals in the AEC industry who share authentic insights and experiences resonate deeply with others. Despite all advancements, the satisfaction of a job well done remains timeless; by reflecting this in their brand, they create a relatable and impactful connection.
More Details in This Episode…
About Derek Wong
Derek Wong is a seasoned ghostwriter and the owner of Builders Press, specializing in helping construction professionals and businesses share their stories and insights with the world. With a deep understanding of the construction industry, Derek crafts compelling content that amplifies the voices of leaders and experts, ensuring their knowledge and experience are effectively communicated. Through Builders Press and his platform, Construction Catalyst Blueprint, Derek empowers industry professionals to leverage written content as a tool for business growth and thought leadership.
About the Host: Nick Heim, P.E.
Nick Heim, P.E., is a civil engineer with six years of experience in the repair and restoration of existing structures, and host of the AEC Engineering and Technology Podcast (AECTECH), where he brings valuable insights and expertise to listeners worldwide.
Nick’s interests lie at the intersection between the built world and technology, and he can be found looking for the ever-changing answer to the question, “How can we do this better?” Nick can be found on LinkedIn, producing content about use of technologies in his civil engineering career and small business.
Books Mentioned in This Episode:
Sources/References:
Builders Press
Golden Gate Bridge
Connect with Derek Wong on LinkedIn
We would love to hear any questions you might have or stories you can share on how to overcome some of the toughest AEC marketing challenges.
Please leave your comments, feedback, or questions in the section below.
