AEC firms should prioritize a clear marketing and business development plan to avoid distractions and strategically pursue profitable, aligned clients and markets.
In today’s marketplace, there is so much going on. Recruiting is tough. Meeting clients’ schedules and budgets is tough. Business is much different today than it was even five years ago. The market is tightening in some areas. New clients are coming out of the woodwork. Perhaps there are more opportunities for your firm. Is that a good thing? Maybe.
What I mean by that is, don’t let the shiny ball distract you from your firm’s focus! New industries and new clients can be great, but make sure they’re in line with what your firm’s goals are too. By having a clear marketing and business development plan, you can focus on the right industries and the right clients. Knowing what types of clients you want to work for – and the types of projects – helps you steer clear of chasing after that shiny ball and veering off course.
Take some time drawing and analyzing your ideal client. Where do they spend their time? What do they enjoy doing? Think of the clients you love to work for right now. What are their characteristics? Why do you love working for them? This is a great place to start when determining what types of clients and markets you should chase. You need to also analyze what your employees like working on, because they will be more productive and get more fulfillment when working on projects they enjoy. Analyze what clients and markets are profitable. This continually changes, so you must keep a pulse on this. Sometimes government work is more profitable or there is just more available; other times the hot spot is technology companies and data centers. Does your team have the experience to work on these types of projects?
Every architect can design. Every engineer can engineer. Every contractor can build. But does it make sense for your firm to design, engineer, or build this type of project for this client? You must ask yourself this question every time you are chasing a new shiny ball.
It’s not necessarily a matter of if your firm can do it. It’s a matter of delivering the best service and best design or construction project your team can produce. This goes back to having a clear marketing and business development plan on what clients and markets you want to go after, so you can be strategic in how you acquire those clients and markets.
I’m not saying you shouldn’t pursue new clients or new markets because, of course, that is how you grow a business. You just need to sit down and put serious thought into what that looks like for your firm. As we wrap up the year, what is your 2025 marketing and business development plan? Do you have one? If not, it’s time to start now!
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.
