How a Project Portfolio on Your Company’s Website Can Prove Your Expertise

Highlight Your Company’s Work with a Robust Project Portfolio

For AEC and construction companies (and for those in many other industries, too!) one of the most powerful ways to convey your company’s expertise is by showing the work you’ve done. Images of your work will show the depth and breadth of what you do. After all, a picture is worth a thousand words!

This is why a project portfolio should be a priority on your website. A portfolio should visually highlight the projects your company has completed, include valuable information about the project and have functionality that makes it easy to navigate.

When we redesigned The LiRo Group’s website, the project portfolio was a main focus. Some of the main features that we included are:

  • Design that focused on eye-catching imagery
  • Filtering by multiple categories and a search bar
  • Ability to add as many images and videos as needed per project
  • Areas to highlight important information about each project
  • Easily editable WordPress template so LiRo’s team could continue to add new projects
  • Cross-linking throughout the website to bring attention to their work on multiple pages

The result is a robust project portfolio that makes LiRo’s expertise and exceptional work stand out:

View LiRo’s Project Portfolio >

Another benefit of a robust project portfolio? It’s a good way to keep visitors on your website longer. The longer someone stays on your site, the more they learn about you, making it more and more likely they’ll become a real lead or customer. Plus, the more time people stay on your site and the more pages they visit, the happier Google will be. And we’re always trying to keep Google happy, aren’t we!?

A project portfolio can be a powerful marketing tool for your company, especially if it’s well designed with great functionality.

Do you have a project portfolio on your website? Do you wish it could do more to showcase your company’s work?

If your company’s website isn’t doing what it needs to do for your business, Pomerantz Marketing can help. We’re a B2B marketing firm that specializes in construction.

Schedule a complimentary 30-minute consultation to discuss how we can help you come up with a Big Message and take your web presence to the next level. REACH  OUT NOW >

Why You Need a Carefully Crafted _Big Message on Your Website

Website Messaging is Key to Connecting with Visitors

Why You Need a Carefully Crafted “Big Message” on Your Website

When someone visits your website homepage for the first time, you want it to be immediately obvious what you do and why you’re special. Of course, there are other things that are important to convey (who do you do it for? how do you do it?), but first and foremost, you want to say what you do in an attention-grabbing way.

That’s why one of the first tasks we tackle on every new website is to come up with the “Big Message” that will do just that. This message often goes at the very top of the home page, in the hero image or billboard.

The “Big Message” can be a powerful tool on your website. In addition to conveying what you do and what makes you special in a short and sweet way (key for today’s short attention spans), a big message will:

Be the one thing every visitor will read

If a visitor can take away just one thing about your company, what do you want that to be? If someone does click away from your site quickly, you want to make sure they’ve at least read that key message.

Drive visitors to learn more

If your message is compelling and provides visitors with that initial connection, it should push them to scroll and click further into your site to learn more about your company.

Show your company’s personality

Is your company serious or playful? Bold or quiet? Verbose or to the point? The “Big Message” can convey a lot of those personality traits in a small package.

Help direct the copy throughout your website

If your “Big Message” is written in a way that can be leveraged throughout your website, you’ll really drive home that messaging. Make the message a touchpoint to continually refer back to on other site pages, which will help align your messaging and brand on a larger scale.

When we were redesigning The LiRo Group’s website, one of our first tasks was coming up with the “Big Message” for their homepage hero image.

It needed to be catchy but speak to their industry and expertise. Their old site (which you can see here) had no front-and-center messaging, so it was hard to immediately understand what they did and what made them different.

Now, “We’re Built for This” is the first thing you see:

The LiRo Group's website update - Big Message

This “Big Message” plays on the fact that the impressive and beautiful imagery on the homepage showcases projects that LiRo has, in fact, built. A subhead clearly defines the nature of their business: “Award-winning Integrated Construction, Design, and Technology Solutions firm, consistently ranking among the nation’s top companies.” A visitor to their site can easily understand what services they deliver and see evidence of their expertise.

Does your website do the same? Do you need help creating and implementing a “Big Message” to really speak to your website visitors?

If your company’s website isn’t doing what it needs to do for your business, Pomerantz Marketing can help. We’re a B2B marketing firm that specializes in the construction industry.

Schedule a complimentary 30-minute consultation to discuss how we can help you come up with a Big Message and take your web presence to the next level. REACH  OUT NOW >

Leading AEC company's website before and after Pomerantz revamp

Before and After: Inside Look at a Leading AEC Company’s Website Revamp

A Website Refresh Designed to Fuel Business Growth

Leading AEC company's website before and after Pomerantz revampOne of our favorite types of projects to work on at Pomerantz are new websites because they give us the opportunity to make a big difference in a company’s online presence. A new website can drastically change the first impression made on a visitor, and we love placing all of the pieces of the new website puzzle. From messaging to imagery to functionality, each of these pieces work together to achieve a company’s business goals.

This is why we start the new website process by working to understand our clients’ business objectives. Do they want more leads, or are they just looking to better show what they do? Do they want to speak to specific vertical markets, or are they more interested in telling their brand story? Is improving their recruiting efforts critical to their website? Understanding our clients’ real-world business objectives drives our entire web strategy.

When The LiRo Group, one of the top Architecture, Engineering & Construction (AEC) companies in the U.S., turned to us to upgrade and modernize their website, they wanted to make sure their new website showcased all of the great work they do. They also wanted to clearly communicate their offerings, particularly those of a new technology division. While their old website had some of this information, the design was outdated and difficult to navigate, so it wasn’t doing their work and capabilities justice.

Pomerantz performed an extensive audit of LiRo’s top competitors to understand their market positioning. Then, we came up with a big message to differentiate LiRo from its competition, rewrote their web copy, redesigned the entire look and user experience, and added new pages that would help with some of their other business goals (more to come on that in future blog posts!).

Here’s a before shot of LiRo’s homepage:

The LiRo Group's website before Pomerantz's revamp

And here’s what it looks now:

The LiRo Group's homepage after Pomerantz's revamp

You can visit the live site at liro.com to get the fully upgraded experience.

To see more on LiRo’s before and after, check out the full case study. And check back here on the blog as we share more about how we addressed some of LiRo’s specific goals, with more before and after shots!

If your company’s website isn’t doing what it needs to do for your business, Pomerantz Marketing can help. Schedule a complimentary 30-minute consultation to discuss how we can take your web presence to the next level. REACH  OUT NOW >

Make Recruitment Marketing a Key Part of Your Company's Online Presence | Pomerantz Marketing

Make Recruitment Marketing a Key Part of Your Company’s Online Presence

If recruiting is important to your business, your website should reflect this— and not just with a single page of content!

Make Recruitment Marketing a Key Part of Your Company's Online Presence | Pomerantz MarketingRecruiting quality employees is often a critical part of a company’s business, but it’s also frequently ignored online in favor of paying more attention to prospects and new business. This is a huge mistake, and we see it every day. A generic Careers page on your company’s website just doesn’t cut it. The fact is, you need to focus on your recruitment marketing presence.

Today’s potential recruits expect to see a modern website that paints a clear picture of your company’s culture and benefits. It should be easy for them to see why they would want to work for you. Uninteresting boilerplate content with bulleted lists of benefits isn’t going to capture their attention.

You need to bring your company to life online. A robust Careers page or microsite is a great first step. (What’s a microsite? It’s exactly what it sounds like – a smaller site within a site.) By creating a Careers microsite, you’re showing recruits how important hiring the right people is to your company. Putting effort into content that shows what makes your company special from a recruiting standpoint pays off.

From videos of company events and behind the scenes to full benefits explanations that really show off what you offer to candid employee photos, there are a number of creative ways to convey your culture through your website. If your company uses a third party system for applications and resumes, you can still link to that site, and even add some of your branding to it. But a Careers page shouldn’t just be a list of open positions – it can, and should, be so much more.

And it shouldn’t stop there! Your company should harness the power of social media for recruiting – many people start researching a company on social media before they even hit your website. Make sure you’re sharing photos, stories, events and more that can help convey what life is like at your company.

If you’re ready to take your recruiting marketing from non-existent to game-changing, reach out to Pomerantz now. We love helping companies bring their culture to life online, from Careers microsites to recruitment campaigns to social media. For over 20 years, we’ve served as the outsourced marketing engine for companies that embrace marketing but don’t want to staff up. We have a proven track record of helping to grow businesses from start-up to $100 million+ in revenue.

If want to take your recruiting marketing to the next level, schedule a free 30-minute consultation with Pomerantz. REACH OUT NOW>

Have No Clue How to Market to the Private Sector? | Reason 4 to Outsource Your Marketing to Pomerantz

How to Start Marketing Your B2B Company to the Private Sector

Have no clue what you’re doing when it comes to your B2B company’s marketing?

Have No Clue How to Market to the Private Sector? | Reason 4 to Outsource Your Marketing to Pomerantz

Many B2B companies have traditionally relied on getting business via RFPs or based on their reputation in the public sector. However, many of those same B2B companies eventually realize that there is also opportunity to be found in the private sector. Their offerings also have commercial and even specific vertical market appeal, and by ignoring that, they’re leaving money on the table.

But what do you do when you realize it’s time to diversify and go after private sector work? You likely have no clue how to market your company’s offerings and abilities outside of how you’ve always done it, through proposals and presentations.

To go after private sector work, you need to look and sound like a private sector, commercial company. Unfortunately, chances are that no one in-house knows how to accomplish that.

This is what Pomerantz does. We are B2B marketing experts who have helped a multitude of companies successfully cross the chasm from public to private sector by modernizing their brand, web and marketing presences. We define and implement strategic marketing programs aligned with our clients’ business objectives, including achieving online visibility for their offerings in the geographies they are looking to target.

Want a little head start doing this on your own? We’ve got a number of blog posts that help you get started on your own. And our free e-book, How to Make Your B2B Marketing Not Suck, is a comprehensive tool that walks you through Pomerantz’s proven, step-by-step marketing planning process. Here’s an overview of that process:

  1. Define and prioritize your marketing goals
  2. Develop target audience personas
  3. Assess the performance of your current online presence
  4. Conduct an online competitive analysis
  5. Gather insights from your sales team
  6. Define your value proposition
  7. Create your marketing engine
  8. Define a 12-month plan
  9. Determine if you have the resources you need to succeed

For tools and tips to follow through on those steps, download the e-book now.

If you’d rather jump straight to getting to work, schedule a free 30-minute consultation with Pomerantz now. For over 20 years, we’ve served as the outsourced marketing engine for companies that embrace marketing but don’t want to staff up. We have a proven track record of helping to grow businesses from start-up to $100 million+ in revenue.

Schedule your consultation now to get Pomerantz Marketing’s expertise on your side, and learn how we can help you market to the private sector with the best of them. LEARN MORE NOW>

It can be difficult for a company to tell its own story clearly | Pomerantz Marketing

Telling Your Company’s Story Clearly is Key to Successful Marketing

Is your company terrible at telling its own story?

It can be difficult for a company to tell its own story clearly | Pomerantz MarketingIt should be easy to explain what your business does, but companies often have a hard time telling their own story.

Why is that? Often, the people inside a company are just too close to it. It’s easy to get bogged down by industry lingo and acronyms, making it difficult for your target audiences to really get what you do.

If prospects don’t immediately understand what your company has to offer, they’re quickly going to bounce. Think about it – will you spend time digging through a website or collateral to see if a business can do or provide what you’re looking for, or will you just look for another option that says clearly that it does?

The best way to avoid this problem is to bring in an outsider who will look at your business and come up with a new way to tell your story. Get a fresh perspective from someone who isn’t caught up in the day-to-day of your business! The resulting message should be clear, concise and compelling. It should make it easy to understand your strengths, offerings and capabilities at first glance. You want to instill confidence in prospects that not only do you offer what they need, but you do it better than the competition.

Then this messaging should be used everywhere you’re talking about your company – on your website, social media, collateral, advertising, etc. So once your message is clear, it needs to be consistent across all channels.

This is what Pomerantz does. We excel at helping companies define their brand positioning, explaining what makes them different and better than their competition. Then we bring it all to life online and in their marketing materials. We’ll do the legwork to understand your company’s competitive environment, offerings, customers and unique differentiators to tell your story in a way that makes your business shine.

From creative, memorable campaigns that build brand awareness and generate leads to case studies that bring your successes to life, Pomerantz will roll up our sleeves, dig in and make the marketing magic happen.

If you think your company could use a little of this marketing magic, schedule a free 30-minute consultation with Pomerantz now.

Schedule your consultation now to find out how Pomerantz Marketing can tell your story clearly. LEARN MORE NOW>

Why Your Company Needs to Look Awake Online

Social Media & Recruiting: Why Your Company Needs to Look Awake Online

How Outsourcing Your Company’s Social Media Content Can Help You Recruit New Talent

Why Your Company Needs to Look Awake Online Finding the right employees for your company is ultimately key to the success of your business. You want to attract and hire the best and brightest, which is why it’s important that your company makes it easy for potential recruits to understand who you are. One of the most accessible ways to do that is through social media content that shines.

The truth is, more and more potential employees are scouting out companies via social media to get a feel for company culture. It’s a good way to gauge the personality of a company, so if your company is sharing boring posts (or not posting at all), you may not be putting your best foot forward. If your company looks asleep online, it can be a red flag to potential recruits.

We understand that social media can seem simple but is in fact one of the marketing tasks that companies hate the most. It can be a huge pain to come up with engaging posts over and over again, rather than just reposting or recycling content. Gathering photos, interesting stories, fun tidbits and more can become a serious chore. But it’s important to do it, since those types of posts say a lot about your company culture.

The better your posts, the more engagement you get, and the more appealing your company begins to look to outsiders (and that doesn’t just go for potential employees but even prospective customers!).

How Outsourcing Your Company's Social Media Content Can Make You Look Awake OnlineSo if you’ve struggled to connect with new talent, it could be that your company doesn’t look awake online, and you need help. Like we said above, we get that it’s hard to stay on top of social media. This is why outsourcing your social media can be the right move.

At Pomerantz Marketing, we get to know your company so that we can help you shine online. We’ll work with you and your team to break down your post planning into a simple system to help you get the most payoff with minimal input on your part. We can manage your social media presence to give you back the time you need to focus on your business.

If your company is ready to look awake online and bring in that top talent, it’s time to wake up your social media.

Schedule a free 30-minute consultation with Pomerantz to learn how we can take your social media from boring to engaging. LEARN MORE NOW>

Outsource Your Marketing | Pomerantz Marketing

How Outsourcing Your Marketing Can Lead to Sustained, Profitable Growth

Your Marketing Department of One Ain’t Cutting It

If you’ve been wondering why your marketing isn’t achieving results, here’s a clue: it’s underpowered.

Outsource Your Marketing | Pomerantz MarketingEffective B2B marketing in today’s world requires a ton of specialized skills and talents. We’re talking about an integrated team that includes:

  • strategist
  • creative copywriter
  • technical copywriter
  • graphic designer
  • webmaster
  • multimedia designer
  • online marketing specialist
  • database/email manager
  • social media manager
  • event coordinator
  • data analyst
  • and more!

Plus, you need someone hyper organized to coordinate all of the activities. No way, no how can one person do all of this effectively on their own or by working with a bunch of random contractors.

A Bain & Co. study of 2,000 companies over 10 years found that only one in 10 companies achieved sustained, profitable growth. What did the winners have in common? More effective capability sourcing. 85% of the winning companies used capability sourcing more broadly and innovatively than their competitors.

By doing this, they gained capabilities they didn’t have in-house, or they strengthened existing capabilities.

If you are a marketing department of a few, reaching out to an agency to outsource some aspects of your marketing can lead to exponential growth. And if you’re handling your company’s marketing on your own, not only will you see growth, but you’ll have so much more time on your hands to run your business. Here’s some more information about outsourced marketing.

For over 20 years, Pomerantz has served as the outsourced marketing engine for companies that embrace marketing but don’t want to staff up. We have a proven track record of growing companies from start up to $100+ million in revenue. Our seasoned team of B2B marketing professionals brings to the table all of the talent needed to market effectively in today’s world. We can work hand-in-hand with your marketing manager or quarterback your company’s entire marketing program.

If your company is serious about achieving sustained, profitable growth, it’s time to get serious about your marketing.

Schedule a free 30-minute consultation with a Pomerantz growth coach: SIGN UP NOW >

As 2018 comes to a close, we’ve been reflecting on which marketing strategies and tactics have been most effective this year. Here are the 7 most effective B2B generation strategies.

2018 Round Up: Top 7 Most Effective B2B Lead Generation Strategies

As 2018 comes to a close, we’ve been reflecting on which marketing strategies and tactics have been most effective this year. Here are the 7 most effective B2B generation strategies.

How to Move the Needle and Get More Leads

As 2018 comes to a close, we’ve been reflecting on which marketing strategies and tactics have been most effective this year. We not only provide marketing services for B2B companies, but we also do our own B2B marketing, so we’re always aware of what works to get more leads.

Here are our top 7 most effective B2B lead generation that have been moving the needle in 2018:

As 2018 comes to a close, we’ve been reflecting on which marketing strategies and tactics have been most effective this year. Here are the 7 most effective B2B generation strategies.1. Create quality content more frequently

Content marketing is not going away. If you aren’t already on board, it’s time to start creating quality content. And if you are already sharing content online, keep it up, and do it more often. We know as well as anyone how hard it can be to make time to create unique, interesting content that will draw in your target audience! But it’s important to prioritize this. Whether you’re writing a blog, creating e-books, hosting webinars or sharing other helpful tools, keep brainstorming and creating. Create content that speaks to the leads you want.

As 2018 comes to a close, we’ve been reflecting on which marketing strategies and tactics have been most effective this year. Here are the 7 most effective B2B generation strategies.2. Look alive on social media

Many B2B clients think social media isn’t important for them. However, you need to at the very least “look alive” with your social networking. For B2B companies, LinkedIn is probably the best place to focus efforts. But you should also consider sharing on Facebook, Twitter and even Instagram, especially for recruiting purposes. Potential employees like getting a sense of a company through social media. Spend your time wisely, but don’t write these platforms off entirely. Some of your leads may vet companies across their online presence before deciding who to reach out to, so don’t be absent.

As 2018 comes to a close, we’ve been reflecting on which marketing strategies and tactics have been most effective this year. Here are the 7 most effective B2B generation strategies.3. Optimize your website for mobile

More and more online visitors are checking your company’s site out from their mobile phone or tablet rather than a computer. Put yourself in their shoes: how does your site look and perform on mobile? Can you find what you’re looking for, and does it look nice? One way to immediately turn away prospective leads is by having an unattractive, non-functional website. Avoid this by optimizing your site for mobile.

As 2018 comes to a close, we’ve been reflecting on which marketing strategies and tactics have been most effective this year. Here are the 7 most effective B2B generation strategies.4. Try video marketing

Video is also a growing marketing tactic that appeals to a variety of personas you want to reach. Think about the type of people you want to contact you – in what situations would video help you get your message across to them? Try creating educational or informational videos about your products or services, or use video to tell your company’s story. There are so many ways to draw in new leads through video.

As 2018 comes to a close, we’ve been reflecting on which marketing strategies and tactics have been most effective this year. Here are the 7 most effective B2B generation strategies.5. Don’t stop email marketing

Email marketing is still one of the most effective ways to get new leads. Don’t give up on it if it hasn’t been working for you! Just rethink what you’ve been doing. Are you saying the right thing to the people on your lists? Should you tailor your messages more? Do you need to create a compelling new offer? One of the great things about email marketing is that it can hit a potential lead at just the right time – you may have already sent them 10 emails that they didn’t engage with, but if you say the right thing at a time when they need your business, that contact can convert to real lead!

As 2018 comes to a close, we’ve been reflecting on which marketing strategies and tactics have been most effective this year. Here are the 7 most effective B2B generation strategies.6. Take advantage of intent signals

When you know what visitors are doing on your site, you can take advantage of that information to get more leads. With tools like Google Analytics or others that provide data on what visitors are doing on your site, you can learn where you’re engaging people and where you’re losing them. You can even find out what specific leads are up to, then tailor your follow-up messaging with that knowledge. Data is power, so take advantage of all the tools out there that provide you with this valuable information

As 2018 comes to a close, we’ve been reflecting on which marketing strategies and tactics have been most effective this year. Here are the 7 most effective B2B generation strategies.7. Track interactions at all stages of the funnel

When someone engages with you at any stage of your sales funnel, take note. Monitor traffic to your site and to specific content. Track comments and likes on social media, pay attention to who’s reading your emails and follow up with anyone who provides contact information at any stage. When following up, use the information you’ve gathered at other stages to create responses that speak specifically to that lead, helping move them further down the funnel.

Regardless of which B2B lead generation tactics you choose to employ, make sure you’re constantly fine-tuning them. This is not a set it and forget it job. Lead generation is complicated, ongoing and constantly changing.

If you want a marketing partner who can help you handle lead generation and ensure that you’re doing the best you can to get the best leads for your business, reach out to Pomerantz Marketing. We know what it takes to get the B2B leads you want.  PUT POM ON IT >

Strategic Support System for Small Business Owners

What Is Small Business Coaching?

Think of it as equal parts strategic and emotional support for small business owners.

If you’re a small business owner, you may be wondering what is small business coaching and how could it potentially benefit you and your business.

First and foremost, being a small business owner is lonely and isolating, especially without having someone you can talk to who can truly grasp the challenges that you face everyday. Sure, you can talk to your partner/spouse, family and friends, but unless they are small business owners, chances are, they won’t be able to provide you with the insight and support you need to keep going. With this said, I’m married to another small business owner, and the last thing we want to talk about at the end of the day is our work! If there is a burning crisis, sure, we will be there to support one another, but in terms of the day in and day out grind of running a small business, we’d rather relax and enjoy life together than problem solve the work-related issue du jour.

Strategic Support System for Small Business OwnersSo, small business owners need someone to talk to who gets it, and that’s where small business coaching comes into play. The ideal small business coach is someone that has successfully run or is successfully running a small business of their own and knows the drill. They have experience dealing with all of the issues that you are facing in your business such as business strategy, employee challenges, client challenges, cash flow issues, processes and procedures. And  don’t forget being overwhelmed, anxiety, sleepless nights and relationship stress. A good small business coach will be able to help you illuminate the vision you want for your business, figure out the obstacles that are getting in your way of achieving it and then help you strategically and systematically conquer them. They are your strategic and emotional support system and help keep your vision in front of you, even when you are losing sight of it due to the challenges of running your business.

Finding a small business coach who fits the bill can be easier said than done. There are consultants out there that want you to pay them thousands of dollars per month to tell you how to run your business. Several years ago, I hired such a person. He worked for a big company then went off on his own and consulted small business owners. A fellow small business owner who turned out not to be remotely business savvy referred him to me. My business was growing, and I thought I needed guidance. I’ll spare you all of the gory details, but take my word for it when I say that it was a costly mistake. My instincts as a small business owner in the trenches were far more sound than the expensive, unproductive things I embarked on during a year-plus of working with him. It took me a couple of years to unravel some of the things he got me into. So buyer beware when it comes to a business coach/consultant of this nature. It’s not to say that there aren’t consultants out there that can get hands-on with your business and be effective, but this is not a business coach and should not be considered as such. It’s important to know the difference.

A small business coach is kind of like a business-savvy therapist. They know the ins and outs of running a business, and they also know the emotional rollercoaster that small business owners experience. They can help you figure stuff out, deal with stress and enjoy your life. Look for a small business coach who is available to you on an hourly basis or has a discounted package of hours that you can purchase. Plan on working with them bi-weekly initially to get them dialed into your world and vision and then every three to four weeks thereafter. You also want someone who is available to you via email or phone in a pinch. Last but not least, when you find the right small business coach, don’t think of them as a short-term fix. Think of them as a long-term strategic partner and ally. Chances are, you will need their support time and time again.

Interested in seeing if Kathy Floam-Greenspan might be the right small business coach for you? Schedule a complimentary intro call >