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The AEC edition of the Hinge Research Institute\u2019s Visible Expert\u2120 study report<\/a> is a must-read for business owners. It shows why becoming a Visible Expert\u2120 is good for business. It also demonstrates why content marketing is an essential strategy for AEC experts.<\/p>\n The Hinge Research Institute studied over 530 professional services firms to identify their most commonly identified challenges and top-priority marketing initiatives. They also surveyed 1,026 professional services purchasers of which around 20 percent bought AEC services. Additionally, they interviewed 130 Visible Experts.<\/p>\n Visible Experts<\/a>, according to Hinge, are well-known experts in their field. Other practitioners and media seek them out for leadership and insight.<\/p>\n The top business challenges in the AEC industry are clear:<\/p>\n The report explores strategies through which firms can generate new business and succeed in a competitive marketplace, attracting the best talent at the same time.<\/p>\n Around 31 percent of the interviewed buyers use online search to find experts. Recommendations come second (21%) and publications third (18%). Eighty percent of the buyers look at the service providers\u2019 websites to check them out.<\/p>\n These result clearly indicate why online presence, done right, is essential.<\/p>\n In order to generate new business, AEC firms report these top marketing initiatives:<\/p>\n Content marketing is a perfect fit for these companies. By creating and promoting content that demonstrates the nature and breadth of firms\u2019 and individuals\u2019 expertise AEC firms educate clients. Educated clients make better decisions and understand the value of the firms\u2019 offerings.<\/p>\n AEC experts mentioned the following tools as having the greatest effect on their brands. The scale is 0 to 10, with then representing the highest impact:<\/p>\n Hinge calls \u201cFast Trackers\u201d a group of Visible Experts who rose from the status of an average expert to Level 5 in about five years. It is interesting to find that 85 percent of Fast Trackers have written a book.<\/p>\n Becoming a high-level expert does not happen overnight. It takes talent, a lot of work, and incessant marketing and image-building. Is it worth the effort?<\/p>\n Hinge asked the purchasers how much they are willing to pay to engage a Visible Expert\u2120? The results are staggering. A highest level expert can charge up to eight times the rate of an average professional!<\/p>\n You can download the report at http:\/\/www.hingemarketing.com<\/a>.<\/strong><\/p>\n<\/div>\nTop business challenges<\/h2>\n
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How clients find Visible Experts\u2120<\/h2>\n
How AEC firms will generate new business<\/h2>\n
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What is the payoff?<\/h2>\n