Services marketing: Smart ways to stand out from the crowd

Services Marketing Engineering


Marketing ideas for selling consumer products are a dime a dozen.

But when you start digging around for good examples of professional services companies in a business to business (B2B) environment, it’s harder to find the star performers. 

Fleetwood Urban describes itself as “a trusted partner for the design and execution of specialised urban and public infrastructure”. Its clients include Regional and Local Government and community developers. They partner with landscape architects, architects and urban designers. They build boardwalks, shelters, bridges – all sorts of serious engineering stuff. 

They address their client’s ‘pain points’

Fleetwood Urban have taken a long hard look at their clients’ real challenges. They have then packaged up their services into what they call their DesignExecute Model (TM)

This is smart services marketing. They’ve created an easy to understand product designed to address ‘pain points’ experienced by their clients and partners when working on large projects with engineering firms. 

They promise that their 6 step model “ensures that total project cost control is maintained, whilst maximising design stability and increasing design fee efficiency.” In other words, clients know what they’re getting throughout the project process. 

They’ve made an intangible service tangible – easy to understand. 

A clear, direct message

The messaging is clear. You can almost hear the sighs of relief: “that’s just what we needed.”

Not only are the words hitting the right notes, they’ve made a number of excellent videos showcasing some of their built work.

I’m not talking boring, talking heads rambling on about tedious engineering details here. They’re beautifully made videos that make you feel good. 

Spreading the word

Email marketing is one of the the ways they keep in touch with their clients and partners. Fleetwood’s regular email newsletter showcases their latest work and includes great photos and short, interesting descriptions of each project. 

According to their marketing manager Elsie Joyce: “Our aim is simple – to drive awareness and ensure our brand stays front of mind with contacts. Frequent marketing helps our brand to stay fresh and positions us as a leader in our field.”

They also make their information easily shareable on social media. 

They communicate their support of many Australian charities and non-profits.

How can you create a story of value for your clients?

Whether you’re working in an engineering firm, a legal practice, landscape architects or accountants, if you want to stand out, you need to think deeply about how you can create value for your clients by defining:

  1. What problems are you solving with your product or service?
  2. Why should your client care about your offering?
  3. What do they believe about the type of product and service you’re selling?
  4. What are you really selling beyond the basic utility of your product or service?
  5. How can you add more value to your current offering?
  6. What makes you different from every other company in your category?

If you’re interested in working out how you can better market your services or if you would like to create a newsletter to reach out to your clients, contact me at Marketing Buzz