Architekwiki
  • WIKI
  • Start Here
  • Resources
  • Other
    • Reading List
    • OFFPLAN
    • Details
    • About
    • Sign Up
    • Terms of Use
  • WIKI
  • Start Here
  • Resources
  • Other
    • Reading List
    • OFFPLAN
    • Details
    • About
    • Sign Up
    • Terms of Use

Architekwiki

A Resource For Architects
Subscribe

The Perennial Marketing Problem

1/22/2017

 
Perennial Marketing Problem
The perennial marketing problem is twofold: getting noticed and being considered as a solution when a need arises.
​
'Getting noticed' activities might include something as simple as a project sign or as complicated as rising to the leadership of your local Chamber of Commerce (or the equivalent). It is hard for an architect to land a project by getting noticed. Buildings, even remodeling, simply cost too much to 'try' the firm you have noticed. Too much is at stake. Your potential client needs to know lots more about you than recognizing your name.

'Being considered' requires two things: competence and trustworthiness. 'Getting noticed' lays the groundwork for competence but it can't build a strong case for competence. 'Getting noticed' doesn't do anything to build a sense of trustworthiness. Your potential clients need to see you doing lots of competent things for people they consider capable. 

Perennial Marketing Problem
Establishing competence is fairly easy. Your website can help by showing lots of competent-looking buildings and describing competent things you achieved for these clients - problems solved, budgets and schedules met, etc. Seeing a completed building is a powerful example of competence. ​

The problem is that 80% of the viewing of your completed projects on your website happens when you are 'being considered'. The catch is that having photos on your website doesn't cause you to be considered. No one knows what's on your website until they have some reason to look. And having looked, they don't come back. You wouldn't either. ​
​

If you could get potential clients visiting your website monthly, you could build on the sense of competence. You could even start building a sense of trustworthiness by demonstrating what you have done with the trust other clients have placed in you. Not once, but every time.

When your potential client starts thinking about a project, it is already too late to start building a sense of competence and especially trustworthiness. It takes too long. And your potential client is wrapped up in lots more important issues than architects' credentials. You have to build the sense of competence and trustworthiness BEFORE your potential client knows he needs an architect. BTW you don't always know who will need an architect either.
​

Perennial Marketing Problem
​The best way of addressing these perennial problems is Content Marketing.

In a nutshell, you need to put useful information in front of your potential clients and other influential people on a regular basis. This used to be a major ongoing project. Now, it is cheap and easy.    Just do it.

​I have discussed how to go about it in these articles.
  • Marketing Flowchart
  • 6 Step Marketing
  • No.1 Marketing Tool
  • Secret Sauce For The No 1 Marketing Tool

In addition to those articles I would add two more that will contribute a little inspiration.

Using Content Marketing in the Professional Services Industry by Hubspot

20 Types of Evergreen Content that Produce Lasting Results for Your Business  by Copyblogger

These two articles are a bit generic, but nevertheless have some good points that you can apply. The one thing they mention that I haven't seen work for architects is SEO, Search Engine Optimization. You need a really small niche (like zoo enclosures for large reptiles) to benefit from people searching for what you do. Only architectural firms with marketing budgets twice the size of your entire office budget can get top ranking in search results. You are going to be ranked on the 25th page of results where your stuff will never be seen. That's why you have to send it to your potential clients - over and over. Even then, it has to be useful or interesting or entertaining - all three, ideally. 

The Copyblogger article has 20 ideas for 'evergreen' ideas that you will be able to write about in your blog from time to time, getting lots of mileage from the effort.

Make this year's strategic project to find a way to get your blog started in a sustainable way.

​My final contribution is this list of potential topics.

CODE
New code requirements
Benefits of fire sprinklers
Special code problem case study

COSTS
Annual update in trends
Cost-effective strategies
Cost impact of limited use of expensive materials
Comparison of costs for two options

LEED
Cost / benefit
Commissioning 
How it differs

FAST CONSTRUCTION
Fast-Track Pros and Cons
Building systems that are fast
Phased construction

ENVIRONMENTAL BENEFITS
Building orientation
Recycled / recyclable materials
Low embodied energy materials

ENERGY SAVING IDEAS
Daylighting 
Raised floor HVAC distribution system
Geothermal heating and cooling

DESIGN DETAILS
Skylights
Automatic entrances
Elevators

BENEFITS OF PARTICULAR MATERIALS/SYSTEMS
Living Wall
Storm water collection options
Masonry  veneer

CA PROBLEMS SOLVED
Your standard practices
Liquidated damages
Under performance 
​
HISTORIC PRESERVATION 
The process
'Matching details' stories
Tax credits
Perennial Marketing Problem
If you would like articles like this sent to your inbox, SUBSCRIBE.

Here's how to forecast your revenue. OFFPLAN

Create your competitive edge. Trello-PM. A Project Management guide.

Use FeeCalqs, a digital Fee Calculation tool.

​
​###

Comments are closed.
    Resources

    Start Here

    Picture

    Picture

    Trello-PM

    FeeCalqs

    Picture

    Terms of Use
    Your use of Architekwiki is implicit agreement with the 
    ​
    Terms of Use.

    RSS Feed


    Categories

    All
    Business Development
    Communications
    Concepts
    Design
    Detail
    Estimating
    Finances
    Legal Issues
    Management
    Miscellaneous
    Money
    MyCorbu
    People
    Planning
    Process
    Projects
    Records
    Services
    Specifications
    Standards
    Time
    Tools


    Archives

    March 2021
    February 2021
    January 2021
    December 2020
    November 2020
    October 2020
    September 2020
    August 2020
    June 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013
    October 2013
    September 2013
    August 2013
    July 2013
    June 2013
    May 2013
    April 2013
    March 2013
    February 2013
    January 2013
    December 2012
    November 2012
    October 2012

    Resources
VISIT ARCHITEKWIKI'S RESOURCES
Picture
Architekwiki | Architect's Resource | Greater Cincinnati | (859) 444-4560
© 2012-2020   Architekwiki​