EP 94: Architect Marketing Overwhelm (Part 2)

by Jonathan DeCollibus on June 18, 2018

“The best use of your time as Director of Marketing for your firm, is to dictate the direction and delegate the details.”

Jonathan DeCollibus

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Today, we’ll continue with our overwhelmed series. If you are an architect, engineer, or contractor and you need help with marketing, this topic is for you.

In part 1 of our series, we talked about the process of establishing an effective marketing strategy. Now, we’ll jump into discussing the importance of hiring someone who will take care of your marketing.

The time, delivery, and management you can allocate on marketing are limited. Hence the importance of getting a trusted team who can effectively execute your marketing plan.

[3:09] Your Responsibility

Set the direction to the group who will handle the marketing of your business.
Delegate tasks or delivery to your people so you can focus on what you do best.

You will need a long-term strategy to support your business. This is called Evergreen Strategy. It is expected to work for decades. Unlike other strategies which are just promotions.

[7:29] Difference of Promotion and Marketing Strategy

PROMOTION
One hit wonder
Devalues what you do
Causes feast and famine
Tied to your time

MARKETING
Scientific
Fills your pipeline overtime
Has predictable results
Works without you

[11:24] Process to Build an Evergreen Strategy

Begin with strategies which are based on the universal principles of human psychology. This will help you analyze the reason behind someone’s action.
Do not base or rely on a specific platform. They will eventually change or get phased out.
Build a dynamic relationship with your market. Identify their demands, give them offering, test and measure the results, then be adaptable to change.

Remember, implementing a proactive approach will bring you to the position of power because you are aware of the changes in the marketplace and you are flexible to adapt.

If you need help to fill up your pipeline of clients, you can reach out to our office so we help you arrange a meeting with our consultants.

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