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Marketing strategy for 2022
With a little effort, you can put a plan in place that will empower your firm to work with the types of clients you want on the types of projects you want to pursue.
2 022 is right around the corner. It doesn’t seem possible, but it will be here before we know it. Have you sat down with your team to work on your strategic marketing plan for next year? What about for the next two to five years? There is no better time to do so than right now. You might ask why it’s so important to have a strategic marketing plan, especially when the market is ever changing. Wasn’t it ever changing before the pandemic? Yes – just not as quickly.
Lindsay Young
Putting together a strategic marketing plan guides your firm in the type of work you want to pursue and the types of clients with whom you want to partner. Knowing these things will allow you to focus your marketing efforts in the right places. It’s better to be a specialist versus a generalist. You wouldn’t go to a general practitioner if you were having heart issues. You’d go see a cardiologist. If you identify the type of clients you want to partner with, you’ll know where you need to spend your marketing dollars. You can ask your current clients how they found out about you, and that will show you where to spend your time and money. Through this research, you’ll know you are reaching the types of clients you want to work with. The answers are often across the board
which is why you must market your firm in several different ways (social media, digital advertising, trade shows, publications). Market research is an important component to your strategy. It needs to be done at least once a year, especially with your clients. Once you determine where your clients look for your services, then you can build out your marketing plan with specific tactics. Typically, clients look at your website and social media. These mediums of your business must be updated and consistent with your brand and message. You should update your website at a minimum once a quarter, but ideally monthly. As a design or construction professional, you are completing
See LINDSAY YOUNG, page 10
THE ZWEIG LETTER NOVEMBER 15, 2021, ISSUE 1417
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