Ep 79 : UK Government budget marketing next steps special with Ayo Abbas, Stacey Meadwell and Shirin Iqbal
Welcome to The Built Environment Marketing Show.
The UK budget has just finished so I wanted to fast track the release of this episode about the next steps that UK businesses can take to use B2B content to position themselves with the Government agenda post budget.
This episode is a B2B Comms Breakdown live that I hosted last Friday with Stacey Meadwell and Shirin Iqbal.
Enjoy.
In the live we talked about:
How to figure out your message and approach that will resonate with the government agenda
Ways to find opportunities to share your solutions, thoughts and opinions
What journalists want and are looking for
The need for speed and quick turnarounds.
TAKE THE BUILT ENVIRONMENT MARKETING SHOW SURVEY AND WIN A POWER HOUR CALL
Links
Work with Ayo and Abbas Marketing - End of Year services
Cany Ash - Profitable neighbourhoods campaign
About the show
The Built Environment Marketing Show is hosted by marketing consultant and content creator Ayo Abbas. It is unashamedly about marketing for architects and engineers, as well as bringing forward voices that we don't always get to hear.
Ways you can support this show
This show is independent and if you're a regular listener you can show your support by:
Donate to help cover the costs for making this show
Sharing about the show on socials
Or telling a friend about the show who you think will benefit.
More podcasts.
Transcript
Shirin Iqbal, Stacey Meadwell, Ayo Abbas
Ayo Abbas 00:00
Ayo, hello and welcome to the latest episode of The Built Environment Marketing Show hosted by me Ayo Abbas. This is a very special bonus episode, as it's a UK Government budget special. What I've done is taken the live that I did last week over on LinkedIn with Shirin Iqbal and Stacey Meadwell, I've taken out the predictions as the budget has already happened, and instead, what I focused on is the next steps. So the things that you could be doing as a built environment firm to make the most of the budget andthe government agenda, this is a really practical episode with lots of tips and ideas on what you could be doing next. Enjoy. Welcome to the October edition of the B2B Comms Breakdown Live. I am Ayo Abbas, which says Insert proper intro here. I am a marketing consultant, a speaker trainer and all around kind of content creator, and I work for myself, and I work with architects and engineers. Over to you, Stacey, hello.
Stacey Meadwell 01:03
I'm Stacey Meadwell. I'm a former property journalist turned content creator, content strategist. I also do a bit of media training and moderating as well, but I work with businesses in the built environment sector, and
Ayo Abbas 01:16
we have a special guest today, which is Shirin. Shirin, do you wanna introduce yourself? Hi
Shirin Iqbal 01:19
everyone. I'm Shirin Iqbal. I'm a freelance comms specialist in the built environment. I've got over 15 years experience in built environment comms, both agency side and in-house, and I work with businesses to help them tell their story, reach their audiences, and position them to win work.
Ayo Abbas 01:41
Okay, so first up, I start to talk about the channels that are available for built environment firms who want to share their knowledge and expertise. I think it's quite I mean, it's huge, um, I think in some ways you got to kind of understand what things you care about and what things you where you can add to the conversation. But I think that you know in terms of what you can do, if you like. For example, it's understanding, I guess, which areas of the story in the pie that are, you know, which you want to focus on, and then thinking, right, who is talking about these issues? So you've got publications. So, for example, the AJ, over the past few years has very much been about retrofit, not knocking buildings down. So you've got people like that, who are championing those courses, so who's championing those issues? So some of the magazines might be doing things, some of the associations you've got people like campaigning groups, like the London Society looking at toilets and infrastructure or things like that. So you've got to just look at who is talking about these issues and these debates. And as well. There's also things like, you know, the government expert panel. So they put together that panel, for example, the new homes accelerator. Who's on those panels, who's involved in that? How can you join that conversation? And there's also kind of non government groups, so things like Business First, which used to be London First, when I was, when I was at Mace, but they're kind of campaigning organisations, the associations like the RTPI, for example, for the planning reforms, they're involved in that. So there's lots and lots of ways that you can kind of meet people who are talking about these issues, who are actually going to be the people advising government, which is ideally what you want to be in front and how you can join the conversation. And you've also got consultations as well. Where they come the government are actually going out and saying, Can you tell us what you think? So I think that's a huge kind of opportunity as well, where you can join these conversations. Do you want to go on? Shirin,
Shirin Iqbal 03:29
I'd completely agree with everything that you've said. And I think just to add to it, obviously thought leadership articles and trade press, panels, conferences, podcasts such as this, really adding your voice, but not just to add to the noise, but to add value to the conversation and really showcase your expertise. Yeah,
Stacey Meadwell 03:58
I agree with all, all of that. I second it all. I think it's, I mean, I think it's key, and I think this, this kind of follows through, this kind of follows through into into the final into the final question. But I think key is about offering solutions. And because it's very easy to get around a table and everybody to talk about where all the problems are, but where the real value is, is being the person who can actually come up with ideas, not just, you know, not solutions, but also how to move things forward, and how to get past the past the problems. But you've got to be around the table. If you're not around the table, you're not part of that, you're not part of that conversation. And I was
Ayo Abbas 04:40
also going to say things locally as well. So if the local development plans, for example, looking at your council, what are their priorities? What are the MPs saying for those areas? So I think there's also, like, look at a local element to it as well. So looking at that, looking at the government quangos like the DfT, what are they pushing out? What Homes England pushing out? And actually, just understand. Saying, I guess, where those conversations are being had, and who's saying what? So I think there's a huge mapping exercise to kind of understand, where are we interested in housing, right? Who is talking about housing, and really going deep into that, and then you start figuring out, I guess, onto our next question, which is about, how do you actually find your message? And also, you know, how can you develop your messaging, your thought leadership, and B2B content, to capitalise on what you found in question two. So who wants to answer that one first is that, you Stacey,
Stacey Meadwell 05:29
I can go first, if you like. I know we've all got lots to lots to say about this. I mean, I won't kind of talk about all the different, all the different, different channels. Shirin's already mentioned a few of them. There are a lot of opportunities, but there are two things that I want to focus on. I think, taking a platform like LinkedIn, and positioning yourself as a thought leader, as an expert on the particular topic, if you've done as Ayo suggested and narrowed it down to kind of what is important, where you can offer the offer you know the best expertise and knowledge, position yourself as a thought leader in that area. And you can do that, obviously, through thought leadership on your blog, but on your website, but LinkedIn is a great place for doing that, not just for publishing and talking about, talking about key things and sharing your expertise, but starting a conversation. Get a conversation going with your industry, with your with your peers around the stuff that you are talking about. You know, join other conversations. I think it's important not just to be abroad, not just to be a broadcast in this you know, if there are other people that are saying, saying interesting stuff, join that. Join that conversation. Be part of that conversation and that that gets you seen by different people. It puts you on different radars. You know, this person is making some interesting, interesting points. I might go and then check out what they've got. They've got to say you can position yourself where your feed on LinkedIn becomes the place to be to talk about particular, particular topics, and from that, you can then get picked up by journalists. Journalists are monitoring social media feeds. They're looking on LinkedIn for people who are experts are people who know what they're talking about, who are talking about interesting things, that are articulating it in an interesting way. And they will start coming to you if you're seeing this, you know, if you've positioned yourself, you're very visible. You're visible talking about particular things. They will come to you for comment. They will come to you for interviews. It makes it easier if you've got a thought leadership if you've been very visible about talking about a particular topic and you want to kind of pitch in thought leadership to publications, it makes the job a lot easier if you've already done that work on the on on a social channel like LinkedIn.
Shirin Iqbal 07:55
Yeah, I'd completely agree with that, because I've got a number of clients who have got noticed through LinkedIn, and journalists are now coming to them, but also it's worth thinking about, what are you going to say on LinkedIn in your area of expertise after the budget? So for example, we all know that the trade press and some of the nationals after the budget, they will have articles which are basically a lot, a lot, a lot of chief executives of companies saying, we welcome the government's budget announcement and kind of not saying anything particularly interesting. Whereas LinkedIn gives you the opportunity, perhaps you know you're either a less well known organisation or maybe you're slightly lower down the pecking order at your company, but you've got something of interest and of value to say, put it on your LinkedIn. It gives you an opportunity to write a bit more, not too much, because people aren’t going to be reading essays, necessarily, but you can put it on there. You can get, as Stacey says, a bit of a conversation going, potentially with other people, and that's a way to get yourself noticed. And then you're having a more nuanced conversation than just quite a bland comment in building.
Ayo Abbas 09:24
Hi, it's Ayo here. Just wanted to hop on and let you know about free new services I've just introduced for you. The first is a one hour strategy review where I will look at your marketing plans for next year and give you some ideas and approaches on how you can really make them work. The second one is actually a LinkedIn Power up training session where I will take you and your firm through LinkedIn and how you can get the most out of this amazing platform to grow your business in 2025 and finally, it's an audit and recommendations where I will look at your current marketing activity and give you some recommendations and a roadmap of what you should be doing in 2025 to find out more. There's a link in the show notes to my end of year services. Take care bye.
Ayo Abbas 10:10
One of the things about the budget is actually you get what's presented, don't you in Parliament, but then there's also, there's the full document that sits behind it, and that gives you the detail. So actually, if you as a team, download that, which can be a lot, but then go through the sections that are relevant to you, and then right off the back of that, then that is a much more thorough, in depth, knowledgeable piece to actually be sharing and I think people that actually do that kind of thing, that's a huge opportunity, because then you you really can come but, I mean, you need to turn it around in like, a day, so you need to kind of have it, like, go for it and do it and block out time to do that timely. But that's a huge opportunity.
Stacey Meadwell 10:50
Yeah, that. I mean, that's what I was going to say, just picking up on on your point Ayo insurance point speed is of the essence. And these things, unless you're doing, you know, I mean, there's probably a little bit you've probably got a little bit more wriggle room if you're doing something more in depth and analytical, but the conversation moves on very, very quickly. I mean, back when I was where I was a journalist, generally, we'd have all the comments, the responses lined up. Some of them would all be written. And pretty much, let's just change a word here, change a word there, because there's always leaks about what's coming. And, you know, people can anticipate, if you're on, if you've got your finger on the on the pulse, you can, generally, you've got a bit of an inkling about what, what is going what is going to come. Come through in the budget. I mean, there's always going tobe surprises, but usually all that stuff is set up. They will have the go to people. They will have all of that will be drafted ready, and all it just needs is a tweak. If you've got a an approvals process that takes three or four days to get something signed off, don't bother. Just don't bother, because you're going to have missed, you're going to have missed the boat, becausethe mark, things will have moved on. And it's the same. It's not just the budget. It's the same with all those big announcements, people will pour all over it, and then a day later, it's all you know. And I think coming back to your point, Shirin, about actually having something different to say is really important. Imean, we used to get so many emails with people offering comments post budget, and they were all pretty much bland. Said pretty much the same thing you're looking for. It's either you're either too late, or you're looking for something different, someone who's got a different perspective, or is saying something in different in a non bland, corporate way, that's got a bit of personality too. It's got a bit of life and energy to it. And you're saying something interesting in an interesting way. Yeah, that's bit behind the scenes of what it's like. But normally, all that stuff's all wrapped up and tied up before, before they it's even happened in terms
Ayo Abbas 12:47
of kind of messaging. So I think once you've kind of for me, I think once you've figured out, like, this is what I want to do and what I want to say, and the sectors and parts of the market I care about, I think the other thing is, like, looking at the kind of campaigns, and you don't have to, you know, tap into someone else's campaign. You can create something. I was at an event earlier this week, and Cany Ash was talking about a campaign that she's been doing about what she launched January was around profitable neighborhoods. So it's about, you know, neighborhoods creating community. You know, communities and neighborhoods, but they need to be profitable for the firm developing it, but also for the people who live in it. So they've got to enjoy it. It's got to be that, that right space. It's got to have those community areas and all of that kind of stuff. So it's like, that's campaign she's developed herself and the narrative, and you think that's really nice so, you know, and she's taking that out to market. And I think especially with the things around housing, you know, housing is a huge opportunity. And I just think, how are we going to build 1.5 million homes in the next five years when we've never, ever hit our 300,000 target. Ever, have we? I like, you know, so this is suddenly, like, in five years, we're starting out to do it. There's
Shirin Iqbal 13:48
the optimism. Oh, that's my
Ayo Abbas 13:50
optimism, you know that. But I think it's like, how would but that's an interesting campaign. Here's five solutions. How about how we can get this going? You know? That could be really interesting, and you could take that out to people, and that's the kind of stuff that we need those solutions if, actually, we've set this huge target. This is what I think's gone wrong before, but actually this is how we can improve it. And like you say, solutions, like you said, rather than doom and gloom
Shirin Iqbal 14:13
completely, because we all know, I mean, it's the easiest thing in the world for a minister to say no, because you've come up with something which is in cloud cuckoo land, what the important thing is to not whinge, but be solutions focused, but achievable, solutions aligned to the government agenda. So saying this, these are the steps that you can take to get to what you want to deliver, Minister, that's what, that's what they want to hear.
Ayo Abbas 14:44
Yeah,
Stacey Meadwell 14:45
they're busy. They're busy people. They want the you know. They want the path. They want a you know. They want it to be easy. They've got a lot on their plate. So if you can come up in Nothing's easy. But if you can come up with something that is very clear, then it offered it, you know, you're pushing it. An open A. Open Door. I mean, I was just going to add you talking about an event you were, I was in an event and talking about easy solutions for the housing delivery. And someone on the panel was talking about all the number of homes that are empty and not in use. And it's something like 700,000 homes in the UK that are, that are empty, and are either not habitable, but or, you know, just not being, not being lived in. And actually, there's a huge chunk of homes there that actually, if you could bring those so that could be, that could be a campaign. It might not necessarily about building new if that's your area of expertise, if that's, you know, if that's something you've got a lot of thoughts on, that's another. It's another area. It's thinking about app, you know, these other not just the obvious ones. There are lots of, lots of opportunities. There's lots of different things you can drill down, as you, as you said, Ayo, into different areas, because
Ayo Abbas 15:56
we were having this chat, weren't we the other day, on text message. They're going, we're talking about, you know, we need to build more social housing rather than affordable. Because affordable, what is affordable, is affordable, affordable. That is, that is that thing, you know? I mean, it's like, Ayo, start drilling down to these definitions, and you're like, actually, are we building the right housing that we actually gonna need? And you're kind of there, and then you've also got the kind of, shouldn't we be retrofitting our homes rather than building 1.5 million new you know, which isn't as glamorous, but, you know, I mean, there's, like, so many different ways you can kind of look at stuff, and I think, and add to the conversation and debate, which are interesting topics. So I think, you know, it's housing, but yet, you can talk about it in so many different ways, and depending on, I guess, where you're coming at the problem, really, it's
Shirin Iqbal 16:42
interesting. And the clients are looking for, you know, how do we get into government? But I think, from what you know, just listening to what the two of you are saying just now, it there's not one silver bullet that's going to deliver the housing. And I know that we're focusing on housing here. It's going to be made up of a lot of different ways of getting housing. So, it might be retrofitting a lot of housing so that they can come back into use. It might be saying, Okay, actually, Alliance thing of house builders is a way of getting new towns built over here, and it's looking for a number of solutions. There's not going to be just one solution. So, the government is going to need a lot of experts to come together and put forward solutions, and be, frankly, working together to come up with the answers for the good of the country, as it were. But then that will help, that will help them, but that, but that will help business as well, because then they'll all get a piece of the pie. Yeah,
Ayo Abbas 17:48
no, that's a really, really good point. And especially, like modern methods of construction as well, and and all of that kind of stuff that those are solutions that we are going to need, because we've got skills gaps, we've got materials gaps, you've got, there's so much stuff that you're there going actually to hit 1.5 mil. Or if we want to start delivering large infrastructure projects, this is, you know, we're going to have to work together more and collaborate more. So I think actually how we go to market and how we actually come up with solutions should be a collaboration as well. So I think that that's actually really, really important, because otherwise we we're not going to hit any of this stuff. So yeah, no, if we are not connected, make sure you connect with all of us on LinkedIn. So I'm Ayo Abbas, she's Stacey Meadwell, and we have Shirin Iqball and that's it. Thank you so much.
Shirin Iqbal 18:30
Thank you for having me great conversation.
Ayo Abbas 18:37
Thanks so much for listening to the built environment marketing show. Don't forget to check out the show notes, which will have useful links and resources connected to this episode. You can find that on www.abbasmarketing.com and of course, if you like the show, please do share it with others on social as it helps more people to find us see you soon you
