Marketing Tips For Your Architecture Firm

Marketing Tips for your Architecture FirmFree marketing tips that are both

relevant and achievable!

Since 1985 EdOutWest has been a full service marketing firm that helps businesses and

organizations market themselves online and in print. We turn your marketing goals into

real-world, cost-effective solutions that increase your leads and grow your business.

Contact Lisa at 303.847.1533 or [email protected]

Frustrated with finding marketing suggestions that

don’t relate to your business? Ones that expect you to

have a huge marketing budget and an even bigger

staff to get it all done?

Creative Strategies in Pixels & Print

YourArchitectureFirmNeedsaProfessionalWebsiteAwebsiteisoneofthemostimportantonlinetoolsyoucaninvestintopromoteandmarketyourbusiness.Itisyouronlinestorefront,your27/7salesperson,andinmanycases,itwillbesomeone'sfirstimpressionofyourbusinesscomparedtoyourcompetition!

Therearemanypartsthatmakeupagreatarchitecturefirm’swebsite:• Makesureit’smobileresponsivebecausepeoplearesearchingforyourservices ontheirphones.Amobileresponsive

websiteisonethatdisplaysproperlyonanymobiledevice.Don’tgetpenalizedbyGoogle:GoogleSearchhasexpandeditsuseofmobile-friendlinessasarankingsignal.ThischangewillaffectmobilesearchesandwillhaveasignificantimpactinwhetheryourwebsitecomesupinGoogleSearchresults.

DoesyourwebsitepassGoogle'smobilefriendlytest?Findouthere:https://search.google.com/search-console/mobile-friendly

• Yoursiteshouldbedesignedwithacleanmodernlook,professionalphotographsofyourwork,strategicmessagingandeasynavigation.

• AddCTAs.A“CallToAction”isapowerfultoolonanywebsitetodriveengagementandtogetvisitorstotakethenextstepinthesalesfunnel.Makesureyouincludeatleastone.Hereareafewexamples:“SignUpForOurMonthlyEmails”“ReadourLatestBlogPostabout***”“AwardsWe’veWon.”MakesureeachoftheseCTAsgoestoaspecificlandingpageonyoursitethatprovidesmoreinformation.

TIP:Aspartofyouron-siteSEOstrategy,createaBlogandposteducationalcontentonaregularbasis(oncemonthly,minimum).Sharecasestudies,architectureindustrytrendsandnewsyourcustomerswillfinduseful.Ablogprovidesyoutheopportunitytoestablishyourselfandyourcompanyasexpertsinyourindustry.


FindOutWhoVisitedYourWebsite.Wouldn'titbenicetoknowwhatcompanieshavevisitedyourwebsiteandwhatpaththeytookwhilethere?

VisitorsAlwaysLeaveaTrail.Yoursalesteamcanreallybenefitfromtrackingprospectsearlierinthesalescycle,andthenreactquicklytovisitorinterest.Let’ssayaprospectisresearchingyourwebsiteforinformationonyourproductsorservices.Youwillseetheirinterestbeforetheyevendecidetocontactyouformoreinformation!Withthisvaluableinformationyoucan:• Informyourinsidesalesteam,whocancontacttheinterestedpartyrightaway,ratherthanwaitingforalead

conversionevent.• Notreadytomakethefirstmove?Whenthatleadcontactsyou,youwillalreadyhaveawealthofinformationabout

theirneedsandlevelofinterestbecauseyoualreadyknowwhotheyareandthepagestheyvisitedonyourwebsite.• Youcanalsousethisinformationtosegmentyourleadsandprovideinboundmarketingcontenttomovethem

throughyoursalesfunnel.

WhoVisitedYourWebsitereportsprovideyouwith:• CompanyName• CityandState• WebsiteAddress• ContactNameandTitle(Thesereportsdonottellyoutheexactpersonwhovisitedyourwebsite.)

TIP:Understandingwhichofyourmarketingchannelsaredrivingthegreatestnumberofcompaniestoyourwebsitecanincreaseyourconversions.


EmailMarketingforyourArchitectureFirmThebenefitofemailmarketingistostaytop-of-mindwithyourcurrentclients,andtointroduceyourservicesandproductstopotentialcustomers.

Herearesomeideasonwhattoincludeinyouremails:• Yourlatestprojectwithabriefdescription(includelinktomoredetailsonyourwebsite)oranewbidyoujustwon.• Usefulinformationandinterestingfactsaboutthearchitectureindustry.• IncludeinallemailsthatCustomerServiceisimportanttoyou.Addabuttontheycanclicktoemailyourcustomer

serviceorsalesteamiftheyhaveaquestionorconcern.Alwaysrespondpromptly!• Featureanemployeeandtheirexpertise.• It’simportantnottooversaturateyourcontactlistwithtoomanyemailcampaigns. Sendjust1or2amonth.• Addsocialmedialinkstoincreaseyouraudienceonyoursocialmediapages.• Includealinktoyourwebsiteaswellascontactinformationlikephonenumbers,etc.• Shareyourblogpostcontent.

TIP:IncludeawayforsomeonetoOpt-Intoreceiveyouremails.Includethisonyourwebsite,socialmedia,emailsignatures,blogposts,etc.

TIP:Ifyouhavesegmentedcontactlists,thisisagreatwaytosendspecificinformationtoeachlistthatisrelevanttothemandtheirinterests.


LocalSearchOptimizationforYourArchitectureFirmTogetdiscoveredbylocalcustomersonlineit’simportanttobevisibleinsearchengineresultswhenyourpotentialcustomerssearchforrelatedkeywordsassociatedwithyourproductsandservices.

WhatyoucandotomakesureyoucomeupinLocalSearchresults:• PayattentiontoyourNAP(Name,Address,Phone).Torankinlocalsearch,it’simportantthatallofthelistingsfor

yourbusinesshavetheexactname,physicaladdressandlocalphonenumberacrossalldigitalchannels.

• SetupyourGoogleMyBusinesspage.Addyourhoursandothervaluableinformationtohelpsearcherschooseyourbusinessfromthelistofresults.Addingpicturestoyourprofileisalsoabigconversionbooster.

• BeActiveonGoogle+.SinceGoogle+istieddirectlyintoGoogleMyBusiness,beingactiveonyourprofilewillworktowardsrankingyourlistingevenmore.(Moreaboutthisonthenextpage)

• Includelocalkeywordsonyourwebsiteforexample:“OurDenverArchitectureFirmoffers…”

• Askforonlinereviews.Whetherit’sviaemail,onyourwebsite,onsocialmedia,orinperson,therearemultiplechannelstoaskforreviews.Themorecustomerreviewsyourlistinghas,thebetteritwillrank.

• Claimandmanageyourlistingson:SuperPages,Localeze,Yelp,CitySearch,Google,Bing,YPandmore.

TIP:Acrosstheboard,optimizethecontentaboutyourbusinessbyreferencinglocalandindustrykeywords.


UsingSocialMediaforYourArchitectureFirmSocialmediahasbecomeamainstayinthewaywecommunicate,consumenews,andsharecontent.

Whattodoonsocialmedia:• CreateacompanypageonLinkedIn,Facebook,TwitterandGoogle+.Makesureyourcontentmatcheseachaudience.Forexample,LinkedIn

is“allbusiness”whilepostsonFacebookcanbemorelightheartedinnature.Havevideos?CreateacompanyYouTubechannel.

• Sharegreatcontentonaregularbasis.Socialmediaistheperfectavenueforsharingcontentabouttheconstructionindustryandaboutyourbusinessinparticular.Pushingoutvaluablecontentsuchasblogposts,videos,andindustryfactsprovideyoutheopportunitytoestablishyourselfandyourcompanyasexpertsinyourindustry.

• Linkbacktopagesonyourwebsiteorindustrysitesthatofferusefulcontent.Ifyou’vewrittenablogentryonyourwebsite,share.

• Contentwithanengagingimagewillbeseenbymorepeoplethanjusttext.

RemembertocompletealltheAboutUscompanyinformationonyoursocialmediapages.Includepertinentkeywordsandphrases.

TIP:OnLinkedInjoinGroupswhereyourpotentialcustomersare.Thenshareyourexpertise,projects,casestudies,etc.Alwayslinkbacktopertinentpagesonyourwebsite.(ToomanytimesIseeourclientshaveonlyjoinedindustrygroups,whicharefilledwithcompetitors.)

TIP:ConnectwithhappyclientsonLinkedIn,theaskthemtowriteatestimonial(itwillthenappearonyourprofilepage.)Notsure how?Askme!

TIP:OwnThe1stPageofBrandedSearchResults.Mostpotentialcustomersconductsomesortofonlineresearchbeforepurchasingabusinessproductorservice. Besidesyourcompanywebsite,whatelseshowsupintheirsearchresultswhensomeonesearchesyourcompanyname?YourCompetitors?Reallyoldcontent?Thisisaquestionyouwanttohaveasmuchcontroloveraspossible.Havingmultiplesocialmediaaccountsthathaveaccumulatedfollowersandareupdatedregularlyisoneofthebestwaystoensureyourorganicsearchresultsaredominatedbyyourbrand.


OtherOpportunitiesForArchitectureFirmsThemostsuccessfularchitecturefirmshavemultiple“client-obtaining”channels.Thekeyistohaveseveralofthesechannelsworkingforyourbusinessatthesametime.

Hereisalistofsomeopportunitiestopursue:• FindReferralPartnersorPowerPartners.Theycanplayabigroleinreferringbusinessyourway,andvisaversa.

• AskPreviousClients.Ifyoudon’task,theanswerisalwaysNo.Soaskhappyclientsforareferraloranintroduction.

• NetworkingEvents.Choosetheonesyou’llattendcarefullysoyourtimeiswellspent.

• Speaking/Seminars.Searchoutspeakingopportunities.

• HARO.HelpAReporterOutisagreatresourceforopportunitiestoshareyourinformation/insightwithreporterswhoneedtowritearticles.

• JoinIndustryAssociations.Broadindustryassociationsoffersyouawaytomeetreferralandpowerpartners.

• JoinaMunicipalorCommunityBoard.TheseopportunitiesopenupavastresourceofbeingIn-The-Know.

• Tradeshows.Dependingontheevent,thiscanbeagreatwaytogetinfrontofpotentialbusiness.

• WriteanArticleforaLocal/IndustryPublication.Reviewrelevantpublicationsandreachouttothemtoshareyourexpertise.

• SponsoraLocalEvent.Thisisanotherwaytogetinfrontofprospects,butconsidertheROI(returnoninvestment)beforecommitting.