If your architecture firm is like most, at any one moment in time, about 90% of your prospects are in the information-gathering stage. We know that, from years of marketing research, this is the most critical time to engage your prospect—and not with a hard sell.
Most architects don’t long to be salespeople in addition, but one thing we find that many architects love—and are usually really great at—is educating. Audiences love to hear architects discuss their philosophy, their process and share details about the projects they have brought to life. Digital marketing can bring these personal stories to the masses and promote your firm simultaneously. For architects resistant to appearing on social media, it may require a simple mindshift from thinking of marketing as selling to thinking of it as educating. This shift has made the difference for many architects who struggle with the “s” word (selling). Marketing is educating! Say it with us!
Now that you have your educator’s hat on, think about the questions that your prospects have while gathering information online. What can you teach them—that they want to know—that could make your firm stand out? That information can form the basis of your firm’s new content (articles, videos, social media posts, blogs, etc.). If done correctly, all of that educating will drive new traffic to your website, increase your rank in search results and land you more of the right kind of inquiries.
Just by sharing the information prospective clients want to know (and some things they haven’t thought of yet), you will have gotten them to your website, where the right conten