10
Historically, marketing has been relegated to proposal writing for many in the AEC industry. Firms that think small when it comes to marketing will see their businesses stay that way. In my experience, smart firms and the ones with the greatest longevity in this industry invest in marketing holistically. They put time, effort, and money into brand awareness, digital marketing, and client relations – not just proposal writing. Just as you’d delegate important, urgent tasks to team members, you’ll need to entrust your marketing efforts to others as well. This is a huge job to handle if you want to see a big payoff. This is where strategic partnerships with consultants come in handy. An outside expert will not only take a lot of this important, non-urgent work off your hands. Their sole goal and responsibility will be to expand your business. With insider knowledge of the trends and direction of the market, they’ll help you pivot your business strategy and marketing accordingly. If you’re ready to turn your attention away from dealing with urgent emergencies and tasks, and to start preparing for the future, marketing is a must. Finding an advisor who can learn the ins and outs of your business as well as you do (or even better) is the key to achieving that vision you have for your business one, three, five, or even 10 years down the line. Lindsay Young, MBA, FSMPS, CPSM is a marketing services advisor with Zweig Group and president and founder of nu marketing. She can be reached at lyoung@zweiggroup.com.
LINDSAY YOUNG, from page 9
All of these areas of your business are important. But the one I want to speak to right now is marketing. Marketing is one of the most underutilized departments in the AEC industry. But just because marketing may feel non-urgent, that doesn’t mean you can afford to put it off for another day. Or to underestimate its value to your company. AEC businesses that invest in marketing see tenfold results. With an active and intentional marketing strategy, firms can reap a multitude of benefits:
■ Get in front of new clients (and higher quality ones)
■ Build credibility in the industry with valuable content (thought leadership)
Stay top-of-mind with clients
■
Retain clients by providing extra value
■
■ Increase profits with strategically-promoted content
■ Gain a greater market share in the digital space (and real world)
Attract and hire the best in the business
■
Boost employee morale
■
© Copyright 2025. Zweig Group. All rights reserved.
THE ZWEIG LETTER DECEMBER 29, 2025, ISSUE 1614
Made with FlippingBook flipbook maker