Marketing For Architects: How to Take Your Firm to the Next Level
Marketing for Architects
5 Tips to Help Your Architecture Firm Grow
No matter how good of an architect you are, or how talented your entire team is, you need marketing in order to succeed. Marketing is what introduces your services to potential clients. It helps you reach people in your immediate area and all around the world, too.
With the right marketing strategy, you may end up creating a movie star's next billion-dollar home or a large corporation's new headquarters. Anything is possible... it's just a matter of how you brand yourself and talk to your audience. Learn how to enhance your firm's marketing, with these digital tools.
Before you get into all the specifics of digital marketing, you need to make sure you have a strong brand identity. Do you have a professionally designed logo? What is your company culture like?
These both have an effect on how potential clients perceive your business, both online and in person. You need to make your brand interesting and straightforward for it to succeed among other architect firms competing against you.
Other branding tools include the voice of your digital copywriting and even the filters you use on your photos. Everything should be consistent, working to create a certain emotion or reaction from your audience.
Once you have the branding down, you can start to work on lead generation. This mostly means reaching out to new clients, but it can also be interpreted as creating repeat contracts with satisfied clients. Email is a great tool to do such things and more.
Sending out an email not only creates a conversation with your audience as a whole, it targets it. You can send one mass email to your new leads and another email chain in the form of a newsletter to touch base with past clients.
Emails are also great for getting audience feedback, for distributing a press release, and even for announcing a work opportunity. Pretty much anything you have to say can be turned into a fun, engaging email. The trick is to find a way to make your message relevant to the people it's going out to.
Regardless of what your email is about, never send one out without a link to your website included somewhere in the copy. Feel free to include a few links to different landing pages, as long as they're relevant to the message.
Before you press send, though, make sure your website is something worth visiting. In fact, web design should be the main priority of your digital marketing campaign!
Think about it this way - you wouldn't claim to create beautiful buildings for clients if your own office space is outdated and unimpressive. In a similar way, you can't expect to have strong digital marketing results with a weak website. Focus on the design first, then start to use the other tools for marketing your architecture firm on this list.
The main components of a great web design:
Custom URLs - Instead of random, auto-generated URLs, customize the end of each URL for each page on your website.
Multiple landing pages - Create landing pages to bring visitors to a single page on your website with a specific offer. This is perfect for lead generation.
Engaging visuals and copywriting - Incorporate content tailored to audience on your website. Add photos, videos, and custom graphics to add visual interest.
Link building - Process of getting other websites to link back to your website.
Fast load times - Your website should take no longer than two seconds to load. If it takes any longer, people will most likely click away from your site.
Mobile responsiveness - To be mobile responsive means your website will automatically adjust to fit on any screen (smartphone, tablet, and desktop computer).
All of these things are commonly referred to as on-site optimization tools.
SEO stands for Search Engine Optimization. It's a system that connects user inquiries on sites like Google, Yahoo, and Bing to the most relevant information on the internet.
You don't need to know all the ins and outs of how SEO works, but you should have a basic understanding of the mechanics behind it. Basically, every search engine has a bunch of "search bots" crawling the web for information.
These bots know how to recognize a professional, well-made site from a fake architectural website or just a flat-out poorly made site. They will always favor the well-made sites, with proper optimization and a certain sense of authority in their industry.
This is why you need to pay so much attention to your web design. The more you start to include relevant keywords in your copywriting, make user navigation easier, and shorten how long it takes everything to load, the better of a chance you have at ranking on the first page of search results.
Something as simple as cleaning up your contact information (name, address, phone number) can help as well. Also, don't forget to research your competitors online. Do a Google search and read their reviews and check them out on social media.
Social Media and Blogging
Speaking of sites other than your own, take your digital marketing efforts to social media. Social media is a great tool for SEO. It gives you a platform to make personal connections with potential clients and to express more of your company culture rather than just your services.
This is something you can also do by blogging. Having a blog on your website is pretty much a must. It allows you to create a constant stream of new, relevant content for your audience (and search bots) to read.
Plus, the two go hand in hand. When you publish a new blog post, you can post about it on social media. Then, as you start to write more and more blogs, you can use a quote or photo from an old article as new content for social media.
Mastering Digital Marketing for Architects
Building a strong marketing campaign is kind of like designing a building—you have to have a plan and the right tools to create something successfully. Of course, you probably have much more knowledge about the latter than the former.
Thankfully, you don't have to take on marketing for architects alone! Just as people come to you for building designs, you can reach out to us for professional advice on how to expand your presence in the industry.
We'll focus on how to build up your business, so you can focus on leading your firm. It starts with a free 30-minute architecture marketing strategy review call to help you:
Get clarity on why your current digital marketing efforts aren't working
(re)Define your competitive advantage
Discover insights into your ideal clients that you never would have thought of on your own
Find out how we can help you. Schedule your strategy review call today to see how we can help your architecture firm go even further.