Why You Should Teach Your Facility Management Knowledge and Skills In Order To Elevate Your Positioning in the Industry

Javier Lozano, Jr. provides 7 tips for facility and property management companies on improving their marketing during an economic downturn. 

The tips include 1) knowing your numbers, 2) focusing on promoting education, 3) doubling down on content marketing, 4) leveraging employee advocacy, 5) engaging prospects through events and communities, 6) avoiding tactics that lack value, and 7) optimizing conversion points on the website. 

Javier also emphasizes the importance of refining website content and call-to-action strategies for effective marketing. He shares personal experiences of thriving during economic downturns by focusing on marketing efficiency.

In this podcast episode, seasoned CMO, Javier Lozano, Jr. discusses strategies to align marketing and sales in facility or property management companies. 

He emphasizes the importance of weekly pipeline reviews, measuring leads, bringing predictability into the funnel, and utilizing ideal customer profiles. 

He also highlights the need for sales to provide feedback to marketing on prospect questions, use marketing-produced content, identify successful lead channels, and amplify content on LinkedIn. 

Aligning both teams can lead to achieving goals and bonuses consistently.

Javier Lozano, Jr. discusses the challenges faced by FM businesses in the current tough economic environment and emphasizes the need for proactive strategies to navigate the market. 

He highlights the importance of refining processes, exploring new verticals, and creating sales enablement tools to adapt to changing conditions.

In this episode of the Facility Management Marketing Podcast, Javier discusses the importance of scaling content for facility management companies in today's business economics. 

He emphasizes the compounding value of consistent content creation over time, comparing it to investing in the stock market. 

Patience and a structured content strategy are key to success in building FM business value through content marketing.

Marketing leader and CMO, Javier Lozano, Jr. discusses the importance of teaching as a way to solidify expertise in facility management. He emphasizes the value of sharing acquired knowledge to position yourself as an expert. 

Plus, teaching helps refine systems, improve understanding, and contribute to the industry. 

Javier also highlights the misconception that one needs extensive experience to teach, stressing that being a few chapters ahead is sufficient.

He discusses the value of sharing knowledge and insight to gain appreciation. Javier encourages individuals to start teaching and sharing their expertise, even with limited experience. He highlights the significance of finding a platform to speak on and developing proficiency over time.

Javier shares his journey from college to becoming an expert marketer in facility management, highlighting the importance of understanding people and leveraging personal strengths. 

He emphasizes the process of learning and growth in marketing, showcasing his success in generating leads and closing deals. 

Through various roles and experiences,  Javier developed a unique approach to marketing that led to significant revenue growth in different companies. He shares insights on the non-linear nature of marketing journeys, emphasizing the value of diverse experiences and adaptability.

Javier encourages listeners to embrace a varied path and customize strategies for individual companies. The importance of continuous learning and evolution in marketing is highlighted.

2x CMO, Javier Lozano, Jr., discusses the importance of having a clear go-to-market strategy, marketing plan, and marketing operations to successfully grow a facility management company. 

He emphasizes the need for proper execution, measurement of impact, and adaptation to ensure marketing efforts generate pipeline and revenue. 

Javier also shares the effectiveness of his marketing strategies in generating revenue for facility management companies. 

Javier provides tips on how to increase organic traffic for facility management companies, focusing on writing powerful headlines, adding internal links, winning SERPs features, and building a diverse link portfolio. 

He discusses various SEO strategies to increase website traffic, emphasizing the importance of diverse link building and utilizing different channels like LinkedIn and social media groups. 

Finally, Javier highlights the value of organic traffic and shares personal success in implementing these strategies.

CMO and marketing guru, Javier Lozano, Jr., takes you through the importance of calculating pipeline for a facility management company's marketing efforts. 

He outlines the stages of leads, marketing qualified leads, sales qualified leads, and customers. And, how different tiers within each stage help classify the level of interest or engagement of potential clients. With the goal to optimize for sales rather than just generating leads.

Customization is key as different FM companies may have varying sales processes. However, Javier discusses the importance of calculating pipeline for facility management marketing, outlining three types of SQLs and emphasizing the alignment between sales and marketing teams to drive revenue. 

He explains the process of converting leads to MQLs, SQLs, and customers, highlighting the significance of tracking conversion rates and future revenue projections.

Javier Lozano, Jr. discusses the strategy of using marketing to grow your facility management company in today's current business landscape, sharing insights from a recent campaign involving wrapping vehicles with Coach Prime designs. The campaign aimed to generate earned media and create brand visibility through out-of-home advertising. 

He shares his experience of successfully gaining earned media attention for their company by wrapping vehicles in a unique campaign during Colorado Buffaloes Football home games. Javier emphasizes the importance of finding a newsworthy angle, doing thorough research on media outlets, crafting a compelling message, and utilizing tools like ChatGPT for email writing.

Javier also highlights the process of reaching out to news stations, getting featured on local news channels, and the significance of building local momentum for potential national coverage. 

He discusses the importance of continuing to reach out to media outlets even after initial coverage, utilizing different angles for stories. Javier highlights the value of earned media and how it builds trust and credibility. 

Finally, Javier emphasizes the need for a brand-driven approach alongside direct response marketing strategies to stand out in the market.