6 Marketing Tips for Architects Approaches to Promote your Business Online
How do architects get clients? Digital marketing and word-of-mouth. To tell people you exist and keep them updated on your achievements, you need to build a strong online presence. Without it, you will easily get lost in the huge and competitive market.
Whereas word-of-mouth marketing depends on the quality of services you provide, digital promotions require absolutely other skills. That’s why we’ve compiled an overview of top architecture marketing approaches with tips. They will help you spread the word about your company and attract real clients.
Marketing for architects tip #1. Analyze your target audience
To use the right words and triggers in architecture marketing, you need to know who you address. For example, your average customer is “a 35-55-year-old woman with an annual income ranging from $200,000 to $300,000”. Age, gender, location, income, marital status, education, and job are usually the most important factors. Once you know your customer persona, explore their purchase behavior and channels of communication. This will guide you on how to market your services and reach people.
Here is a set of questions you should answer to explore your target audience:
• What are their demographic and personal characteristics?
• What unmet needs do your customers have?
• Why do targeted customers order your services?
• What influences the decision to order from you?
• What do customers expect from your services?
Marketing for architectural firms tip #2. Prepare visuals
Before starting an architecture marketing campaign, you will need to have quality renderings. These are 3D models generated with CAD software that showcase your projects. Since rendering is usually a separate service from architectural design, it’s better to outsource this task. You will only need to provide project specifications and details to get ready-made renderings. Later on, these images will make your website and architecture marketing materials look more professional and convincing. Of course, you can prepare 3D models yourself if you have the necessary skills. But note that quality rendering requires specialized software and lots of experience.
Marketing for architects tip #3. Take care of social media accounts
Always share news and publish your projects on Facebook, Linked In, Instagram, Houzz, and Pinterest. These are social media platforms with the highest traffic. Besides, Houzz and Pinterest are dedicated to design, art, and other creative content. The best thing about social media advertising is that you don’t need to invest anything. A profile and regular posts are enough to run architecture marketing campaigns.
If you can afford paid marketing for architectural firms, you can also run social media ads. Facebook ads reach up to 1.95 million users and some of them might be interested in your services. To maximize the benefits of social media advertising, make sure it’s targeted. The understanding of your customer persona should help you tailor ads.
Marketing for architectural firms #4. Use multi-channel and personalized architecture marketing
People switch between multiple channels every day. First, they see your social media ad. Then, they visit your profile to get additional information. Next, they view the portfolio on your website. After some time, they recall your projects and decide to get in touch. These actions can happen in any order during the customer conversion journey. Your task is to make them connected and deliver the same message.
Ideally, it’s recommended to implement marketing automation software. Such tools will allow you to integrate multiple channels in a single architecture marketing campaign. The offer will be customized to every customer based on their previous behavior.
If the automation software seems too pricey, you can manually connect channels. To do this, you can use the same design across all channels, interlink social media, add contact information on every resource, etc.
Marketing for architects tip #5. Encourage customers to share feedback
Choosing an architecture agency most customers pay attention to feedback. Therefore, if you convince your existing customers to leave a review about your services, you can generate new leads. To promote your company online you can add reviews on your website or ask people to leave feedback on Facebook, Google, or Upwork (if you use it).
Here are the most effective strategies to make customers review your services:
• Ask about a review in one of the final emails you send to customers
• Explain why reviews are so important for your business
• Speak in person. Happy customers rarely refuse to share a feedback
• Write reviews/testimonials for your customers and ask them to approve the text
Architecture projects are usually long-lasting and allow you to build trustful relationships with customers. This makes people more likely to leave a positive review.
Marketing for architectural firms #6. Create SEO content
To show potential customers your expertise in architecture, add a blog section to your website. Here you will be able to publish useful trends, reviews, case studies, and other content that can engage leads. All leading architecture companies leverage content.
Besides, content marketing can help you promote your website on Google. You will need to select relevant keywords with SEMrush, Ahrefs, or other SEO tools, and include them in articles. If you don’t know much about SEO, you can hire an SEO agency that will do keyword research for you. Everything depends on your budget. Small architecture firms usually opt for DIY architecture marketing.
If you need any help with visuals for your architectural projects, we can create them for you.
Check out our rendering portfolio or contact us to discuss your needs.