Whether it’s the use of 3D modelling or the pioneering use of VR in design, architects have always been quick to capitalise on advances in technology. Now, with people spending more and more time online, and with network connected technology pervading all aspects of everyday life, architecture firms have the opportunity to leverage digital marketing to maximise the exposure of their brand and increase the growth of the firm by enlisting new clients. In this week’s blog, we share some top-level digital marketing tips to help you get started with marketing your architecture firm online.
In 2017, there is really no excuse for any established architecture firm not to have, at the very least, a Twitter and Facebook profile. However, while it’s easy enough to set up a social media profile, don’t expect any interaction unless you’re actively using the platform to engage with your audience.
The key to social media engagement is authenticity and personality. The corporate tone that you use on your website or with prospective clients, isn’t really going to go down too well on an irreverent platform like Twitter, for example. Instead, think about what makes your firm unique, and try to focus on bringing out the human personality in your brand.
One of the biggest mistakes made by all brands on social media is using the platforms to relentlessly promote their products or services. This is a quick way to disengage your audience. Instead, focus on providing value to your audience. When done correctly, this doesn’t have to cost you a penny, just engage directly with your audience as a human being, rather than as a brand, and focus on building a personal rapport with them.
In 2017, visibility on social media is crucial. You want your audience, potential or existing, to be able to find you and interact with you online. Just remember to be yourself, and you’ll be sure to fare better than many firms on social media.
Get Seen in Search
You’ve probably heard about the importance of SEO (search engine optimisation), even if you’re not 100% sure what it really means. Essentially, SEO is the art of optimising websites for search engines. The goal of all SEO is to increase the rankings of particular pages for particular search terms (usually referred to as keywords).
SEO can take time to pay off and may require expert assistance if you’re competing for highly competitive search terms. However, there are a few things you can do to yourself to optimise your website for SEO.
Optimise Title Tags – The ‘title tag’ is the large, blue, clickable element that represents a webpage in the search engine results. When a search engine is evaluating relevancy, this is one of the first things it looks at, and you’ll usually notice that when you make a search, the title tags in the results page usually align pretty closely with your query. Use Google’s Keyword Planner to research the keywords most relevant to your firm and your location, and update the title tags of the most important pages on your website accordingly.
Write Fresh Content – In SEO, content is always king. One of the main factors contributing to the authority of a website is the frequency of freshly created content. Content can also be used to target keywords that you aren’t currently ranking for but would like to. When you have defined your content idea, make it comprehensive and stimulating to read, but be sensitive to the needs of search engines too, and make sure you include the keyword you are targeting in the title tag and the first paragraph of your content.
Digital marketing doesn’t have to break the bank and doesn’t always require the assistance of marketing specialists or agencies. By following some of the basic foundations of digital marketing outlined in this article, you will soon start to see your online audience grow, social engagement rise, and website traffic increase.