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5 Ways to Build an Effective Architecture Firm Marketing Strategy
Elevate your architectural firm with proven marketing strategies to generate leads, drive conversions, and create brand awareness.
It’s impossible to overestimate the importance of the digital world when it comes to operating a successful architecture firm. And the reason for this is simple: the vast majority of modern consumers consistently turn to the internet before purchasing goods and services.
What's more, people not only tend to sign up for architectural services online, but they research these services there as well. This is particularly true as it relates to services that are extremely important, and of which the end buyer has little experience.
A strong online presence is particularly essential for the architecture industry. However, while digital marketing campaigns are important for your firm, don’t forget the power of running your own physical marketing efforts as well.
If your firm needs to step up its lead generation and find new qualified leads, carefully consider the following guidelines.
1. Optimize Your Architectural Firm Website for Engagement
In light of the central “hub” position that the official firm website plays in your overall online marketing plan, it should come as no surprise that website optimization is first on the list of the best ways to effectively market an architecture business online.
First and foremost, make sure that your website is built to impress. This means that it must be both highly functional and intuitive to navigate because it’s often the first impression that your firm will make on a prospective client, your website is a great opportunity to put your best foot forward with an elegant, captivating, and aesthetically pleasing design that matches your unique capabilities and values. Enhance user experience by making sure your website is easily navigable, responsive, and quick to load. You also want to optimize for mobile, as more consumers are using mobile devices to access online content.
To help your website gain visibility on search engines, work with a search engine optimization (SEO) professional to optimize your site for strategic keywords and obtain referral links from other reputable websites. If your firm has a physical presence, you should also implement local SEO practices such as optimizing a Google My Business profile and ensuring your name, address, and phone number are consistent across all online platforms.
Publishing valuable, original content that is helpful to your ideal clients can also improve your organic traffic and keep visitors engaged.
2. Provide Clients with Engaging Content
Beyond effective design, your architectural firm website must offer helpful and compelling quality content if you want to attract new clients, as well as cater to existing ones. Whether provided in written or audio-visual form, this content should provide essential information about your firm itself, including services and benefits.
A blog can be an invaluable tool for marketing your architecture firm. A well-curated blog can showcase your firm's unique design philosophy, portfolio, and expertise, acting as a virtual storefront for potential clients. By posting about completed projects, design processes, industry trends, or architectural insights, a blog can demonstrate your firm's competencies and innovative approach.
A blog also offers an opportunity for SEO which can significantly improve your firm's online visibility. By incorporating relevant keywords, your blog can attract traffic from individuals searching for architectural services, effectively generating leads. Blogs also facilitate engagement and interaction, encouraging readers to share content on social media, thus expanding your reach. Also, regular blog posts can help establish your firm as an industry thought leader, which can enhance your reputation and credibility.
Another part of your content marketing should go into creating case studies. Case studies can be a great source of information for your services and provide positive word-of-mouth right on your own website. Interview clients that you know were satisfied with a project you did for them. Tailor your questions so that you’ll get a compelling story that you know your customers will want to read. Ask them how you solved their pain points. Make sure to ask permission for a few solid quotes as these can be great sources for potential customers.
A good website will also offer valuable information on common architectural questions, issues, principles, and trends. This type of information is best contained on a general FAQ page or in a comprehensive firm blog.
3. Connect with Clients on Social Media
Social media provides another excellent place to post helpful, interesting, and/or entertaining content for prospective and existing clients alike. Choose the appropriate social media platforms for your target audience, and use these platforms to both connect with new clients and stay connected to repeat clients.
In addition to providing valuable information, your social media pages should showcase the best of your architecture firm, as well as team members, key services, and completed projects.
Platforms such as Instagram and Pinterest are ideal for showcasing high-quality images and videos of architectural designs, completed projects, and behind-the-scenes content, which can captivate audiences visually and create interest in the firm's work.
LinkedIn can be used to establish professional networks, share industry insights, and post job vacancies, while Facebook and Twitter can facilitate interaction with clients and the general public.
Regular updates and postings keep the firm's work fresh in people's minds and can also showcase its growth and evolution. Engagement can be improved by encouraging followers to share content, leave reviews, and participate in discussions or Q&A sessions.
Your firm can also leverage social media marketing through advertising to target specific audiences based on location, demographics, and interests. Using social media analytics, your firm can gain valuable insights into user behavior and preferences, enabling you to refine your marketing strategy and content to better engage your audience and attract potential clients to your architecture services.
The key to success is consistency. While social media is a prime driver of online activity, it requires constant updates and regular posting in order to be truly effective.
4. Harness the Power of Email Marketing and Online Ads
Beyond your official website and social media pages, you can stay in touch with your client base through mass marketing emails and targeted online advertisements.
Consider publishing a regular newsletter that keeps clients updated on various developments within your architecture firm and the industry in general. By sending this newsletter as an email, you’ll ensure that your name remains at the forefront of your clients’ minds.
Personalized targeted emails can significantly increase conversion rates, turning prospects into clients and providing valuable, quality content in these emails. Quality content such as expert insights and tips, can position your firm as a thought leader in the architecture industry.
Online ads play a strong part when it comes to getting more out of your email marketing. Online ads allow firms to capture email addresses of prospective clients by linking to a landing page with a lead magnet.
An online advertising campaign is a great way to connect with an audience of key prospective clients. Using platforms like Google Ads allows your firm to target specific demographics, locations, and even behaviors, ensuring that ads reach the most relevant audience.
Remarketing strategies, where ads are targeted at individuals who have already visited your architecture firm's website or interacted with its content, can significantly improve conversion rates.
Combining these two strategies—personal, direct communication via email marketing and broad, targeted reach via online ads—can greatly enhance your architecture firm's online marketing strategy.
5. Consistently Create Offline Marketing Ideas
Despite the digital age, there are still numerous effective physical marketing strategies that architects like yourself can use to market your firm.
Networking is one of the most beneficial tactics, allowing you to build relationships with potential clients and industry professionals. This can involve attending architecture industry conferences, local business events, and community gatherings.
Sponsoring or participating in local events or architecture industry trade shows is another excellent way to gain visibility.
Also, you can offer to speak at events or run workshops, positioning your firm as thought leaders and experts in your field.
Creating high-quality, tangible marketing materials like brochures, business cards, or even physical portfolios can leave a lasting impression and serve as a constant reminder of your firm's services.
Collaborating with related businesses such as interior designers, construction companies, or real estate agents can also lead to referrals.
Finally, considering a physical advertisement in strategically chosen locations or print publications that target the firm's demographic can also be effective. While a digital marketing strategy and new technologies are important, traditional marketing methods still have their place and can complement digital strategies.
Learn More about Creating Sustainable Growth and Revenue
At BQE Software, we have a long history of service to architecture firms, and offer digital platforms that are specifically designed to meet the unique needs of architects, including supporting their operations. If you’re ready to take your knowledge of marketing strategies even further, we invite you to view our webinar, “Marketing Essentials: Creating Growth & Predictable Revenue” webinar hosted by Douglas Teiger, FAIA.
Watch "Marketing Essentials: Creating Growth & Predictable Revenue" webinar.
Part 12 of the ‘Designing Your Business’ Masterclass Series with Douglas Teiger, FAIA.