the importance for architects and interior designers – WAU
“In God we trust. All others must bring data. ” This sentence, in London, means: “In God we believe. All others must bring data ”. I love that phrase, as there really is no way to argue against data. So, before I tell you the importance of marketing in architecture, I want to show you some data from these […]
“In God we trust. All others must bring data. ”
This sentence, in London, means: “In God we believe. All others must bring data ”. I love that phrase, as there really is no way to argue against data.
So, before I tell you the importance of marketing in architecture, I want to show you some data from these statistics.
- 93% of purchasing processes begin with an online search.
- 94% of the links people click are organic, unpaid results.
- 68% of all clicks on organic search go to the first three results.
- 75% of users never make it past the first page of the search result.
- 80% of consumers prefer to search for information about a service or product in a series of articles than in an advertisement.
That is, people are online, researching online and buying online. And if you’re not doing digital marketing, you can be sure that other architects and interior designers are.
The question is: do you want potential customers to find other offices or yours?
Great. If you want to be found online and have already discovered that marketing in architecture is also essential, keep reading this text that will give you several tips on how to stand out online.
What is the real importance of marketing in architecture?
Many architects, for many years, survived with the name that they created during a whole career and even without having websites or social networks, they managed and still manage to prosper and have new clients.
However, this is not a reality experienced in recent years by those who do not have a name in the market and are starting from scratch. The difficulty in winning new projects is great and the lack of resources is inevitable.
Even with all this scenario and with all the data I gave at the beginning of the text, it is still rare to see any architect or designer who has a website, blog, which produces permanent magnets (ebooks) etc.
So, I want to reinforce some relevant points so that you start to really think about having a marketing strategy.
Position and propagate your brand
How do you want to be known in the market? Like that boring, intrusive architect or designer who only advertises talking about himself?
Or do you want to be known as someone who educates the market, helps consumers and is concerned with attracting people at all stages of the marketing funnel?
Digital marketing allows you to go beyond magazines and industry events. With a good online strategy you can reach the right people and get the message out of your brand.
Greater engagement with your target audience
Once your brand is in place and people get to know who you are and what you do, they will start to interact with you.
At that time, marketing allows you to automate your relationship and communicate effectively and scalably.
Do not confuse automation with robotization. You can be personal and communicate clearly and accurately even though everything is automatic.
In addition, automation tools allow you to focus on other demands in your office instead of answering emails all day.
Increase in the number of projects
Still in the same survey mentioned at the beginning of the post, there are two other extremely relevant data:
- Companies that nurture their leads generate 50% more sales by spending up to 33% less in funds.
- Lead nutrition generates, on average, a 20% increase in sales opportunities.
These numbers are real for architecture marketing too! As you can see, having a solid strategy makes you sell more and spend less.
The proof that this is real and that you can apply today and achieve the same results is the Enchantment Cycle. This is the marketing methodology we use at Viva Decora and which we adapt to the architecture and interior market. We followed exactly the same steps listed so far.
What are the main advantages of marketing in architecture?
I have already listed some reasons for creating a digital marketing strategy, but there are still other advantages that traditional marketing will never be able to bring.
- Do you know how many customers you got because you went to an event?
- Do you know how many customers you got after advertising in the magazine?
- Do you know how many clients you had for placing a space at architectural events?
At most you can say you have a feeling that went right or wrong, but you will hardly know with 100% certainty. So how do you know if you are really getting a return on your money and time invested?
See 3 clear advantages of digital marketing in architecture:
Results measurement and data analysis
The first is precisely to solve this problem that I just mentioned. In digital marketing you can measure absolutely everything.
- How many visits has your site had
- How many emails were you able to capture with an e-book
- How many hits did your social networks generate for your site
- How many sales per channel type have you had
- Among so many other data
With this, you will have more intelligence in the decision-making process, as you will know exactly what the best marketing channel you have.
Presence online and on social networks
Do you know what are the main social networks for architects? If I could bet I would say that you thought of Instagram first, then Facebook and far away on Youtube.
The good thing about marketing in architecture is just that. It allows you to measure data. Are these really the best social networks? What data are you analyzing to say that?
We did a study and for the decoration market, the most relevant social network (taking into account the data) is Pinterest! More details in the link below.
How Pinterest is revolutionizing the decoration business.
So, in addition to putting you in closer contact with your audience, expanding your brand and generating more online relevance, online marketing will also allow you to know exactly which social network is bringing you the greatest return and on which channel you should focus your efforts.
How to start a digital marketing strategy for the architecture and interior market?
Define your persona
This is the first step for any and all strategies that you want to develop.
Without knowing your persona, it will be difficult to create a marketing strategy, as you will not clearly understand who and how you communicate and where you are going to do this.
A good tip is to use the Personas Generator. It is completely free and with just a few pieces of information you can already have a clear way with who will communicate.
Have a website and blog
If you made it this far in reading I really hope this is clear. To be able to impact more people, engage and educate your audience and sell more consistently and predictably, you really need to be online.
Blog and website are not the future of marketing in architecture. They are the past. Those who do not have to do this urgently, after all, more than 93% of purchases start online.
See also: How to create an architect website and attract the right customers
Start producing content
Yes. Now that you have a blog it’s time to start educating your audience. Imagine that you are going to impact other people in the same way that you are being impacted with this text now.
Let’s go to a simple exercise:
If I offered to create a website or blog for your office now, would you be more likely to buy from me or another company that you have never even heard of?
Probably from me, because you just read a text and are engaged with the brand. Obviously this will only work if you like the text and the content is of good quality.
Focus on SEO
There are countless people who say that SEO doesn’t work and that you need to write quality content and that with that people will get to it.
This is LIE.
For a content to be of quality someone needs to read that content and then claim that it is good.
For someone to read that content, that person needs to find that content.
Since almost all online searches are done directly on Google, how do you expect someone to find your content if it isn’t optimized for SEO?
So, first focus on SEO and then immediately on creating quality content that helps your user. This is the perfect combo. The two cannot exist in the long run apart. But together they are invincible.
In addition to the above, you also need to have distribution channels. One of the big factors that Google takes into account when ranking a text is the number of hits it has.
In addition, for your digital marketing strategy to work you need to relate and distribute your content to as many people as possible (who are aligned with your persona).
So, have social networks, create newsletters, email marketing, produce rich materials, make nutrition flows etc.
Putting marketing strategy in architecture into practice
Of course, these are just the first steps, but by doing this you will already be in front of 99% of the architecture and interior design offices. Believe me.
After that you will have some challenges, as people will start consuming your content, access your blog, engage with your brand and want to hire you. So, be prepared for the next steps to follow:
I hope that these marketing tips applied to the architecture and interiors market have helped you and that from now on you will be more present online and being part of the group of people that is revolutionizing the digital market.
This post was written by Pedro Renan, B2B marketing manager at Viva Decora PRO, the largest decoration, renovation and furniture portal in London.