26 Jul Marketing for Architects: 7 Ways to Win over New Clients.
Marketing for Architects: 7 Ways to Win over New Clients.
From YMG – The Award-Winning Digital Marketing Agency in Chelmsford, Essex.
Do you have a reliable web strategy for your architecture brand? Architects shouldn’t just rely on old marketing tactics and word of mouth. The industry is getting more and more competitive. Your clients will be researching online before they decide. Not using digital marketing strategies means you could be losing out on clients. Marketing for architects focuses a lot on building trust – in both the process and the design skills.
Architecture is a design industry. Poorly designed websites or marketing channels will make customers question your design abilities. An easy to use website that is full of useful information is far more likely to turn a website visitor into a lead. A well thought out social media and email marketing strategy will help build trust. A combination of both will convert leads into paying customers.
Why Do I Need Online Marketing?
Many clients who need architects will head straight to Google. They will want to see your previous work, and they will want to understand how you work. Most important of all, they want to know they can trust you. Would you hand over a lot of money to a random stranger? Probably not. Neither will customers.
While most trust-building exercises can happen face to face, wouldn’t it be great if you could gain a client’s trust before you have your first meeting?
Clients will look at the following before they decide:
- Reviews and testimonials.
- Social media presence.
- Comments left on social media pages.
- If they like the website design.
- If the website answers their questions.
Once a potential client has checked your website, they will likely look at other websites too. Using a re-targeting campaign means that your banner adverts will follow the lead around the internet. PPC re-targeting can persuade potential clients to sign up to your lead generation form. This is when you can use emails to convert them into clients.
Marketing for Architects is a lot of work. But don’t worry. YMG would love to help you. Contact us today to find out how we can help you.
1. Speak to Your Clients, Not to Other Architects.
One mistake many architects make is they market to other architects – even if they don’t mean to. They use industry language and terms that the everyday person won’t understand. Use language that’s easy to understand. At the same time, don’t be afraid to educate your audience. Explain any architecture terms that you might use in conversation. It will help them communicate with you. If the audience feels you’ve helped them, they will feel appreciated. A little gesture like this will help you win over your clients.
2. Answer FAQs on Your Website.
Most clients ask the same questions. In fact, we are confident you can answer every single FAQ without thinking. If there are questions that come up time and time again, answer them on your blog or as a page on your website.
By answering all these questions, you will have content that search engines are going to love. So not only will you be helping your customers, you will improve your SEO too. You should use these pages during the lead generation process. You can also share them on social media.
This technique saved a company from bankruptcy. Marcus Sheridan from River Pools and Spas used this content marketing technique during and after the financial crash. He increased his website from 20 pages to around 400, all with articles about his services. By educating his customers, he came across a trend that saved his company:
“If I could get a lead to view at least 30 pages of my website, I would close said lead about 80% of the time assuming I went out on a sales appointment.”
Marcus Sheridan’s story isn’t an isolated case. Content marketing works. It’s something you should be investing time and money into, as the return is worth it.
Content Marketing for architects should focus on answering any questions about who they are working with, what the process is, and why you are right person for the job. You could also break down industry keywords so everyone knows what you’re talking about. You could showcase studies. You should have blog posts and pages covering every single one of these questions. The more pages a client visits the more likely they are to buy from you.
3. Build Trust.
First impressions are everything. A professional looking website and a well-branded marketing campaign will help build trust with your potential clients. If your website is full of grainy, pixelated images, then potential clients are going to see a company that doesn’t care. Make sure your website looks secure, trustworthy and well maintained. This is the face of your company.
Another way to build trust is to show who you are. People deal with people. By sharing your story, your clients can relate to you. It also helps you explain why your clients should trust you. You can use your personal story as a unique selling point in your social media and other marketing campaigns. If you have a team of people, get them to talk about their backgrounds. Share their favourite projects or buildings that inspire them.
4. Use Social Media to Show Off Your Designs, Team and Inspirations.
Social media is a very visual medium. It lends itself well to architecture, yet very few companies get it right. We recommend using Facebook, Instagram and LinkedIn for your company. Begin by posting once a day and post more as your audience grows. Share beautiful images of projects you’ve worked on. Take photos of the working process or the mood boards you put together. Show things that inspire you and explain why in the captions. The more you post, the more your followers can get a sense of who you are and what you are like to work with. By hitting the right hashtags, you will gain a loyal following of people who love what you do. They will recommend you to their friends.
5. Find And Nurture Your Leads Automatically.
You can turn people into potential clients and nurture them while you sleep. Set up lead generation forms. Then embed them into specially designed landing pages. This creates a database of potential client’s data. Use targeted Facebook posts to drive potential clients to those landing pages. If they have opted in, you can start to focus your leads by sending them an automated email campaign.
Remember those content marketing pages we spoke about earlier? This is where they come into full force. Link to those pages on your emails to answer any questions they may have. You don’t need to send them all in one email. Start with the most important information or the pages that are the most popular.
When you’re back in the office, you can arrange a sales call or meeting. By the time you meet up, they should be well informed and much easier to convert into clients.
6. Use Video.
People buy from people. Video marketing is a great way to show there are humans behind the website. It’s also a fantastic way to build trust too, as your potential clients will feel more connected to you.
You don’t need to come up with new content either. Take your most popular content pages from your website and turn them into YouTube videos. Relax and let your passion for what you do take over. If you love what you do, it will show in your video. Potential clients want to see you have pride in your work. You’ll be surprised at how well you can convey this over video once you relax.
7. Show Your Expertise.
Don’t be afraid to (humbly) brag about your expertise. Architecture is an industry where clients want the best person for the job. Show you know your stuff. You can create videos or blog posts about your background as an architect. You could create content about the facts and theories you learnt in university. You should explain industry terms and show where it comes into your job. If you have specialised certificates, talk about what that certificate means and how hard you had to work to achieve it. If you display these certificates in your email signature, you could link to these blog posts.
By doing this you not only show you’re qualified, but also show how you are qualified. Clients see these certificates, but are often not really sure what they mean. By being helpful from the start, customers know you will be helpful throughout the entire process.
Marketing for architect brands can be hard. It takes a lot of hard work before you see results. At YMG, we are here to help. Contact us to arrange a chat about how we can help your business.
YMG are an award-winning and full-service digital marketing agency based in Chelmsford, Essex, and home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.