TZL 1587 (web)

OPINION

Consistently invest in marketing

Continuous investment ensures that when the market eventually slows down, your firm remains resilient and well-positioned.

M arketing and business development should be consistent efforts over an extended period of time. You don’t reap what you sow immediately, so for those of us who want to see immediate results (myself included), it’s also an exercise in patience. There are numerous tactics in marketing and business development, each tailored to specific business goals. Whether it’s content marketing, social media campaigns, networking, or strategic partnerships, the approach must align with your objectives.

Lindsay Young, MBA, FSMPS, CPSM

The joke among marketers is, “Our marketing is working, we just aren’t sure which half.” All joking aside, marketing and business development must be consistently implemented in your firm. Even when your firm is inundated with projects, your marketing and business development should not be neglected or put on the back burner. Why? Because continuous investment ensures that when the market eventually slows down, your firm remains resilient and well- positioned. In our marketplace today, most firms are busy and looking for talent. That doesn’t mean that you shouldn’t be focusing on marketing and business

development, because we all know the time will come when things will slow down. Those firms that invest in marketing and business development consistently can be more selective with clients and projects – and many times have a higher profit margin on these projects as well. All that sounds like a great return on your investment, doesn’t it? A powerful analogy is comparing marketing and business development to investing in your 401(k). If you start investing at the age of 20, you are going to have a lot more money later in life than if you wait to start investing until age 40. My college finance professor told us to put down a 10 percent

THE ZWEIG LETTER MAY 26, 2025, ISSUE 1587

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