photo source: www.pexels.com
Marketing is an emotional business. We’ve seen it first-hand. Firm leaders that agonize over photos, colors, and brand messaging to make sure it plays well with their audiences.
That’s not logic.
That’s caring.
What is logical? Research. Assessment. Cutting the fat and focusing on priorities that will get your firm more business.
Fat marketing is doing things you’ve always done, but never asking if you should keep doing them. Fat marketing is playing it safe. Fat marketing is illogical.
Instead, smart AEC marketing and growth leaders are making sure that the activities they pursue are worth the effort, the money, and the risk. They are looking at everything from analytics to competitor data to social engagement to content. They are getting lean and focused with their strategy.
It’s a healthy thing to cut the fat, and that doesn’t mean reducing staff. It means working smarter with the resources and tools you have.
4 TIPS FOR ASSESSING YOUR MARKETING STRATEGY
- Review all tactics for your best-performing niche market strategy…determine why it works and then decide what to duplicate for other markets.
- Scrutinize your competitors. What is envy-worthy? What is missing? How can you differentiate at your firm?
- Develop a social strategy that leverages the search features of each channel as well as its personal branding benefits. Choose one or two analytics that you can track for firm leaders/industry team leads and overall brand visibility every month.
- What content is really ‘popping’ from the past 12 months? How can you repurpose, repromote or reinvent content to get even more interest and attention? (with less effort, right?)
Here are some additional ideas:
AEC Marketing Top Questions for 2026
Create a Content Marketing Strategy that Keeps Giving
Make Your Marketing Strategy Personal
How to Market an Engineering Firm
And remember – UTMs are your friend! If you can’t track it, did it really happen?
What are your thoughts about Fat marketing? If you are interested in discussing ways to cut the fat in your strategy, reach out to us today.
