The Two Times Marketing Should Be a Priority for Your Firm

Throughout the years, I’ve had countless conversations with A/E firms about the right times to market. I don’t mean on the micro level like, “What time of day is the best time to tweet?” I mean on the macro level like, “We are a little slow right now so we figured we should market our firm a bit.”

So, I thought a brief post about the best times to market would be helpful. Below are the two absolute best times to market your architecture, engineering or construction firm.

  1. When you’re busy.
  2. When you’re not busy.

Yep, pretty much always. Marketing should be a priority year-round for your firm. Your campaign direction may change, your media may change, but a focus on marketing isn’t something that should come and go when you get the free time. Marketing is a long-term business process that builds a foundation of awareness for your firm, your team, your expertise…it isn’t just a one-time lead generation exercise when work is slow. (Lead generation is a part of marketing, but it’s more like the end result of successfully doing a number of marketing and communications activities.)

Do you pay employees every once in a while, when you have the free time? Or do you process payroll regularly as a part of managing your firm?

Marketing is just as necessary as paying bills to run a successful firm, but may not happen if you don’t get it on the schedule and build your expectations around the time that has to be dedicated to it – time from yourself, your billable employees, or even your marketing team that may spend the bulk of their time responding to RFPs.

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