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FROM THE FOUNDER
Start 2025 strong by reviewing your AEC firm’s marketing tools, including your website, email lists, signage, and more. Time for some marketing maintenance!
T he new year is always a good time to do your necessary maintenance. Our Tiffin Allegro diesel pusher motorhome just turned over 50,000 miles. It is going into the truck shop later this week to get an oil change and to check out the front end, air brake and suspension systems, and Allison transmission. It’s a complex machine and we need to get it ready for the year ahead!
Mark Zweig
Your AEC firm isn’t altogether different. It could probably use the same kinds of maintenance for its marketing. Here are a few of the things I would be looking at right now. You may have others to add to this list: 1. Website. How does it look? Does it need graphic overhaul? How is it organized? Does it function as it should? Are there any dead ends? Is the list of offices and addresses and phone numbers correct? Do you know where information requests filled out by site visitors are going and how they are being responded to? 2. Email list. How large is it? Are you making efforts to grow it? Do you use it often enough? Does
everyone have access to it? Have you eliminated duplicates? The email list can be very valuable! 3. Email signature lines. Do they need revising? Is everyone’s title correct? Do they all have all contact info in them including cell numbers? Are they all formatted identically? They should be! 4. Online reviews. Are there any negative ones? Have they all be responded to? Do you need to ask for some newer reviews? Have you checked out what the Better Business Bureau has on your firm? Google reviews? Glassdoor reviews? These things need to be managed – not ignored.
See MARK ZWEIG , page 6
THE ZWEIG LETTER JANUARY 6, 2025, ISSUE 1567
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