The online marketing world, and the trends, channels and strategies that come with it, are very dynamic and ever-changing. This is especially the case in the architecture industry, where the internet can offer a world of opportunities for those willing to use it as a marketing tool.
Let’s be honest though: the architecture industry is not particularly known for being very fast-moving. A recent Dezeen article even goes as far as stating that ‘architects are slow to move and unwilling to change’, with critics within the industry still seeing a website as ‘a form of vanity publishing with infinite space’.
While some may be looking at a more digital way of interacting with clients with caution, architectural firms that adopt digital marketing are the ones that end up winning those new projects. What’s more, digital savviness is something that clients increasingly expect. According to architect Farshid Moussavi, creating ‘instagrammable moments’ is now officially part of architectural briefs.
Regardless of how you feel about this, the facts are undeniable: 93% of purchases nowadays start with an online search. And if you want to make a good impression the next time you bid for a project, your goal should be to show up ranking highly on search engine results pages like Google.
Yes, internet marketing for architects is a very broad subject that incorporates in-depth strategies. But there are a number of marketing ideas that you can implement fairly quickly that will make a big difference:
Internet marketing for architects
(1) Ask clients to leave reviews
90% of people thinking of making a purchase read at least one online review before making up their mind. Some even read an average of 10 reviews before feeling they are able to trust a business. So the next time you are pitching for a project, don’t think your business won’t be Googled afterwards.
The best way to stand out in those searches is to ask current or past clients to leave you a review. If they leave you a Google review, it will appear next to your listing in Google maps and Google search. This will provide valuable information about your business and could be just the boost you need the next time prospective clients search for you online.
(2) Optimise for mobile devices
As it stands, 52% of global internet traffic comes from mobile devices. Let that sink in. And mobile users are difficult to please: when your site is slow to load, almost 30% of smartphone users will immediately switch to another site if it doesn’t satisfy their needs.
Making sure your web design is mobile-friendly (in other words, making sure it has a responsive design so visitors on smaller devices can read text, navigate around easily and fill out forms) is more important than ever today. While making sure your website is responsive will require a developer, there are a few things you can do yourself - like improving your website speed. There is nothing worse than losing potential customers because your mobile site took too long to load, so try optimising images, minifying code, reducing re-direct links and utilising browser caching where you can.
You also want to make sure your visitors have an optimal user experience on mobile. Try eliminating unnecessary steps by implementing one-click functionality, making it easy to fill out forms or adding clear and easy to click on call-to-action buttons.
(3) Post on social media
Last year, a staggering 44 million people (that’s 66% of the total population) were active on social media. In today’s constantly evolving digital era, architects need to take advantage of this relatively new medium to raise brand awareness, engage with potential clients and close deals.
While maintaining an active presence on different social networks is important (we recommend a focus on Instagram and LinkedIn for architects), you can engage in social media marketing to reach your target audience. LinkedIn ad campaigns are a great way to reach developers, funds or commercial clients because it lets you target people by industry, job function and company names, to name a few.
We wrote a recent blog on the benefits of using social media for architects - take a look if you’re interested in learning more.
Give your architecture marketing game a boost
Internet marketing can help architects stand out from competitors and win new clients through a number of different channels, including SEO, PPC, content marketing, social media and email marketing, to name a few. If you’d like to get started with your first marketing campaign, download our digital marketing strategy template for architects.
And if you feel you need a little help with your online marketing strategy, don’t be afraid to ask for help! We’re experts at helping architects drive business growth through digital marketing, and can help you gain a competitive advantage, generate leads, acquire new customers and engage with your clients.