Digital Marketing for Architects: Common Mistakes You Should Avoid

Marketing for architects and architecture industry is not even the shadow of what it used to be. In a world where most services are purchased online, architects who care less about online marketing are digging their own graves. Those who prosper make effective use of technology and the tools offered by digital marketing, have more presence on the Internet and more contact with potential offers; that will surely not reach you if you are making the following six mistakes:

Mistake number 1: not having a strategy

In the university, they prepare us to design and build habitable spaces for human beings, but they do not teach us to do business. The good architect must put on the businessman's hat and diagnose what it takes to prosper. There are many digital marketing tools and you don't have to know or practice them all, but it is important to know them and delegate responsibility to an agent (internal or external) who makes a defined strategic plan setting quantitative objectives, that is, they can be measured in a way numerical. A business without corporate and marketing strategy is doomed to fail.

Mistake number 2: Not defining the product and services

A good architectural service must have value for the client because it must identify and respond to their need. You offer this value as a set of benefits that your clients receive and that differentiate you from other architects. But what makes you so special? Why are you better than others? Your marketing efforts should clearly convey what you offer and the value of this service. In your online presence, it is important to describe and define well the attributes and concept of your services and how they compare with the existing offer.

Mistake number 3: not determining a target audience

Many architects say "yes" to all kinds of assignments, but the most successful ones know how to say "no" because they know exactly what the client's profile is they want to attract and they focus on a specific market niche. There are those, for example, who are dedicated to the restoration of houses with historical value, which deserves special attention as they are protected structures. Others are exclusively dedicated to commercial architecture because they found an interesting demand in the sector.

From parametric design to interior design, specializing in a niche satisfying specific needs is a sure way to gain prestige and conquer the market. In addition, precisely defining the profile of your target audience or target audience will make your marketing strategies really effective.

Mistake number 4: not having a decent and effective website

Many have been left in prehistory simply by having extremely outdated, slow, unsympathetic, or difficult to navigate web pages that detract from the brand and will never translate to new projects. An effective website will prioritize the user experience, convincing the value of the service offered and guiding it in a friendly and natural way to convert, that is, to generate the action you want it to take, which could well be contacting you.

Yet most architects' pages function as an endless portfolio of their projects and a pretentious, impersonal description of their accomplishments. Today more than ever the strategy and UX design (user experience) in web pages, including its adaptability on mobile devices, makes a difference in conversion and search engine rankings. This leads us to the next error.

Mistake number 5. Not investing in SEO

Having an online presence is not much use if you do not invest in invisibility. An architecture website, however interesting it may be, will be of no use if it is not optimized, as it will be buried in a far corner of the internet where no one will find it. The architect must include in his portal high-quality content that his potential contacts are looking for. Google will scan your page for relevance, and rank it in organic (not paid) search results.

In addition to the relevance and quality of the content, another important factor in ranking is the authority of the domain. The important thing is to understand that it is a comparative factor between domains that you should try to increase to gain more visibility.

This is achieved by having other pages with high domain authority mention your page in their content, creating partnerships for your architecture studio to be named in local newspapers or architecture platforms. Keep in mind that this is no longer about writing keywords on your page; it is a discipline that changes continuously according to the parameters that Google establishes to offer users better search results.

Mistake number 6: Using social media the wrong way

Architects waste too much time on social media trying to impress other architects when the attention we must capture is that of our potential clients. In our discipline it is common to pretentiously share our designs with a focus on academia: posting a complicated isometric view on Instagram from time to time is fine. But what do we need to achieve? Approval and admiration? Architecture firms can use social media to boost their brand.

This is achieved by analyzing the behavior and profile of the audience, communicating with them periodically and constantly on the most appropriate channel or channels, and making use of both free and paid tools to achieve more online presence.

Hello, This is Ram Pandit and I am a Digital Marketer and passionate about your growth of Business.