Seeing beyond what’s there is your job. Testing the limits of what’s possible is in your blood. Strategy is your rulebook, you my friend, are an architect.
That’s why it would only make sense that you would want to take the reins and build a stronger marketing foundation for your architecture firm. Whether the goal is more clients or just better clients, there are strategies to get you to the top of your marketing game.
You’ve just been enrolled in architecture marketing 101, and you’re about to pass the class if you read on as we drop some knowledge.
Lesson 1: Know What’s Going on in Your Marketing
Question: How would you know if any of your marketing strategies thus far have worked or even given you the slightest inch towards seeing the kind of results you desire without the data?
Where is your traffic coming from?
What is the most effective way to connect with your clientele?
Why does it seem like people aren’t reaching out?
All of these questions are important and contribute to real organic growth.
Can you draw your latest masterpiece in the dark? Probably not (and if so, you’re someone that is beyond us mortal humans). Nothing you do should be left in the dark, especially when it comes to marketing. We’re not saying that you need to strictly measure KPI’s and hire a huge marketing company that charges more than you make in a year to track numbers, but we are saying that a healthy interest in how your firm is doing and how things are performing is okay.
Think tactics with proven statistical data behind it. Start with things that have been proven to work time-and-time again and pay attention to any changes in growth that you see.
Lesson 2: Who is Your Audience?
For your marketing strategy to work, you need a specific POA when it comes to who you’re trying to target. Without that, you could be throwing darts out into the atmosphere with no real target.
Seth Godin summarizes this idea well:
“When you seek to engage with everyone, you rarely delight anyone. And if you’re not the irreplaceable, essential, one-of-a-kind changemaker, you never get a chance to engage with the market.
“The solution is simple but counterintuitive: Stake out the smallest market you can imagine. The smallest market that can sustain you, the smallest market you can adequately serve. This goes against everything you learned in capitalism school, but in fact, it’s the simplest way to matter. “
This, in a nutshell, is the foundation of modern-day marketing. You aren’t seeking to speak to everyone, just the select few that you determine are your true audience.
Sit down and actually think about who you’re trying to reach, why you want to reach them, what they might be looking for, and where they live in relation to your services. Just starting here can make a world of difference as your charting out your marketing strategy.
Lesson 3: Establish an Email List
Why do people see hiring an architect as a luxury, you might ask? Because it isn’t something that the average person seeks out every day. In fact, the select few people who need an architect rarely ever need one more than once in their entire lifetime. So, what does that mean for you? The people who are looking are more than vital for your business; they are essential for you making your mark.
The ideal client doesn’t just haphazardly pick an architect right away. They often lurk in the shadows, learning all they can learn about your work and capabilities before committing. Leaving the “close the deal” mentality to realtors will be your best friend because you already know that it works a bit differently in your work line. It takes patience and an abundance of information for a potential client to become an onboard client.
It is much more pertinent to build a relationship with your client than you think. And a way to do this is through email marketing. Email marketing can keep potential clients in the loop with the latest information, the latest trends, your most recent work, and anything else you choose to share with them. This may seem tedious at first, but the dividends have been proven. Nothing beats email for reaching your core.
We’ve got the skills, experience, and expertise to help bring your business to the next level. Contact us today to amplify your efforts and let the people come to you!