flexiblefullpage -
billboard - default
interstitial1 - interstitial
catfish1 - bottom
Currently Reading

Prioritizing your marketing initiatives

Market Data

Prioritizing your marketing initiatives

By Karl Feldman | Hinge | March 8, 2018

From an outsider’s perspective, it may seem like your firm is killing it at the marketing game. You execute your strategy with enthusiasm, you attend all of the right events, your segmented email campaigns are on point, and your website and content is an SEO dream.  And yet…you can’t shake the feeling that something is still missing.

Whether it’s just a nagging suspicion or something more concrete lacking in your results, you think it’s time to make a change. With all of the time, effort, and energy going into your marketing strategy, you deserve to have all the dots connecting at an optimal level. It’s time to take a comprehensive look at your plans and figure out the best way to get from Point A to Point B.

So, what’s the next step? Where can your firm begin to look for direction?

The answer: Hinge’s Visible Firm approach. This process takes a comprehensive look at all of your firm’s initiatives—both online and offline—in order to provide benchmarking through proprietary diagnostics and algorithms. This information is then used to develop a comprehensive strategy that helps identify three different goals:


— Short-term opportunities, (or “low hanging fruit”) that can quickly and efficiently make a difference

— Mid-term initiatives, that may need more development but can provide results relatively quickly

— Longer-term initiatives, that may take more time due to requiring building operational support or re-working major components, such as your website or branding.


With this approach, your firm can get your marketing initiatives back on track and working seamlessly together. However, if you aren’t completely sure the Visible Firm approach is right for you, here are a few practical takeaways to help you decide whether you should develop your own strategy or bring in outside support:

3 Tips to Help Prioritize Your Marketing Initiatives


Take the 360° Approach

Before you make any big changes, you need to get all of your cards on the table. Collect all materials, collateral, strategy documents, and any additional information you’ll need to get a clear picture of your current marketing strategy.

As you look through these materials, try to identify where you already have a clear plan in place and where you don’t. For example, do you have a detailed editorial calendar for your content creation and social media sharing? Have you planned out the specifics of your next email campaign?

Next, give your firm a rating based on how you think your approach fares in comparison to your peers and competitors. Consider how your current level of effort compares to some of the top firms in your field and what you’d need to do differently to compete at that level.

Finally, analyze your resources. What areas already have the proper resources to achieve growth? What areas are lacking? Knowing the answers to these questions can help you figure out how to structure your plans and goals moving forward.


Increase Your Understanding

When you know more, you can accomplish more. Work to build your understanding in the following areas:

— Your competitors. Not only do you want to understand who they are, but you also need to know at what level they currently do business. You may even have different segments of competitors based on your business model and services, so don’t forget to consider all angles of competition.

— Your audiences. Understanding the concerns, questions, and issues your audience members bring to the table—and all the relevant topics associated with those issues—is the first step in creating better marketing content. You also want to understand where your audience is located, how they are currently engaging with you, and how you would ideally like them to engage with you in the future.

— Your differentiators. Think about what sets you apart from the competition. In addition to understanding what unique features your firm brings to the table, you also need to have a clear understanding of your positioning and messaging, as well as how you communicate those aspects clearly to your audience.


Build a Road Map

Now that you have fully analyzed your current initiatives and developed an understanding of what’s working and what needs some work, it’s time to make a plan.

Start first by prioritizing your initiatives by considering the level of effort and current available resources for each. From there, build a road map that takes into account the calendar time and budget needed to execute each initiative. Think about the personnel you’ll need, as well as the internal and external costs associated.

Remember, your initiatives aren’t nearly as likely to succeed without sustainable internal support, so work to create excitement and momentum around your plans by embracing the necessary research, results, and internal communications to get everyone on board.

Regardless of whether you decide to go at it alone or bring on outside support to achieve your goals, keep in mind that a clear and objectively supported plan—combined with communication and sustained operational support—is the key to success.

More from Author

Hinge | May 22, 2023

2023 High Growth Study shares tips for finding success in uncertain times

Lee Frederiksen, Managing Partner, Hinge, reveals key takeaways from the firm's recent High Growth study. 

Hinge | Dec 15, 2022

4 ways buyer expectations have changed the AEC industry

The Hinge Research Institute has released its 4th edition of Inside the Buyer’s Brain: AEC Industry—detailing the perspectives of almost 300 buyers and more than 1,400 sellers of AEC services.

Hinge | Jun 8, 2020

A time for fearlessness: Lessons from high growth AEC firms

As it turns out, one of the High Grown firms’ superpower is digital marketing.

Hinge | Apr 11, 2019

Opportunities and challenges you may face in an M&A and how to tackle them

How do mergers and acquisitions impact a firm’s brand, marketing, and business development?

Hinge | Feb 19, 2019

Strategies and tools to help navigate a successful M&A

Based on Hinge’s industry research, smaller firms typically spend a higher percentage of revenue on marketing and business development efforts for the same return.

Hinge | Jan 23, 2019

7 AEC marketing trends to watch for in 2019

As we enter into the new year, I’d like to walk through seven marketing trends that will impact AEC firms in 2019 and beyond.

Hinge | Aug 20, 2018

Marketing for engineering firms: 3 reasons to embrace the revolution

Firms who still aren’t embracing the fundamental shift away from traditional marketing techniques stand to fall further and further behind the competition.

Hinge | Jul 10, 2018

AEC marketing fundamentals can still have a role in winning new business

In our Internet-fueled world, it’s easy to get distracted by the latest online tools. But the boring stuff is still important, and you don’t want to lose sight of old-school techniques that are just as persuasive now as they were a few decades ago.

Hinge | Jun 13, 2018

How your AEC firm's brand affects recruiting top talent

There is a major shift in workforce demographics as upwards of 80 million baby boomers retire over the next fifteen years.

Hinge | Apr 27, 2018

4 reasons to pursue speaking engagements

We found speaking engagements were among the top ten marketing techniques that AEC firms employ.

boombox1 - default
boombox2 -
native1 -

More In Category

halfpage1 -

Most Popular Content

  1. 2021 Giants 400 Report
  2. Top 150 Architecture Firms for 2019
  3. 13 projects that represent the future of affordable housing
  4. Sagrada Familia completion date pushed back due to coronavirus
  5. Top 160 Architecture Firms 2021