5 practical marketing tips for growth for architects and engineers

This article is taken from the very first live that I did in lockdown one in 2020.with Lucia from Lolab. It was my very first Instagram Live and scarily enough much of the marketing tips that I shared then is still relevant and consistent with what I talk about today. I love marketing, especially B2B, so check out some of the key takeaways about what I think we should all be doing now to continue marketing and to keep driving your business forward.

Built environment firms, whether small SMEs or larger companies, must adopt strategic and nimble marketing approaches to not just survive but thrive. Drawing from my 24+ years of experience in B2B marketing for architects and engineers, here are five actionable marketing tips to keep your business competitive and relevant today.

1. Clarify your value proposition

Ensure your value proposition clearly communicates your company's core offerings and differentiators. Revisit and refine it regularly, especially after significant market changes or project completions. Your website, case studies, and marketing collateral should always reflect your current strengths and strategic goals.

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With @ayoabbas we talked about marketing and how B2B opportunities are probably underestimated by small agencies and solopreneurs. She shared great tips and her point of view from her experience working with big companies, and what you should focus on when it comes to marketing. Ayo is also launching her new podcast next week, so go on Apple Podcast and subscribe to "Marketing In Times of Crisis" so you don't miss her premiere next Friday!

A post shared by lolab • online office (@lolabapp) on Jun 23, 2020 at 11:25am PDT

2. Get your marketing ‘house’ in order

Before launching any marketing campaign, audit your current assets—website, case studies, and messaging. Are these materials truly representative of your current business and future ambitions? Consistency across all channels ensures clarity and trustworthiness.

3. Think long-term but act short-term

Large infrastructure projects and major commercial schemes can take years from initial bidding to delivery. Smaller firms, however, can benefit by adopting a similar long-range perspective. Set clear long-term goals and identify incremental actions to position your firm strategically over time. Meanwhile, maintain agility to pivot as necessary to capitalise on emerging opportunities.

4. Embrace agility and innovation

Now is not the time for complacency. Smaller architecture and engineering firms especially should leverage their inherent agility. Experiment with innovative marketing strategies and quickly pivot when necessary. Unlike traditional sectors where decisions can stall, embracing the tech sector’s 'fail-fast, learn-fast' mentality can lead to quicker breakthroughs and stronger market positioning.

5. Network strategically and effectively

Online networks are more critical than ever. Engage actively where your clients and industry peers congregate—whether LinkedIn, industry forums, or networking groups. Thoughtfully contribute valuable insights, ask relevant questions, and participate in discussions. Networking isn't just about finding immediate business; it's also about establishing credibility and visibility in your niche.

By using the approaches outlined above, your architecture and engineering firm can confidently navigate the challenges of marketing today both online and offline.