Today, the way architectural firms get business has changed. Google announced that they now process over 2 trillion searches a year. That means that your ideal prospects are searching for what you do every day. Inbound marketing for architectural firms puts you in front of those prospects at the perfect time.
The possibility exists for an architectural firm to generate between 10 and 30 ready-to-buy leads every month with a strategically targeted inbound marketing program.
So how does inbound marketing for architectural firms work? Great question.
Inbound Marketing For Architectural Firms Starts With Audience Targeting
When we talk about audience targeting, we are talking about really detailed targeting. That targeting is about really understanding who your prospect is as a person and what their specific needs are. You can have more than one target, but they should be distinct and have identifiable needs and characteristics.
For instance, your architectural firm may have one prospect who is a suburban mom who wants a home addition because she has a growing family. Another prospect may be a mature couple who are adding on a new media room and home theatre. These prospects have distinctly different needs and those needs should be addressed separately and directly throughout the inbound marketing process.
Build A Content Strategy That Attracts Your Ideal Prospect To Your Architectural Website
In order to show up in the Google search engine results, you have to have content on your website that includes the terms that your prospect is searching for. Think about your prospects and the questions they ask. If people who meet you are often asking similar questions you can bet that people who aren’t meeting you are Googling the answers to those questions. Having that content on your website is a great content strategy to get in front of your prospects when they are looking for you.
Calls To Action For Architectural Firms
Once you get people to your site you need to have a way to get them to interact so you can turn them from a visitor to a lead. The way to do this is to use a call to action to offer some educational and helpful content that will assist your prospect. As an architectural firm, it is likely that many of your prospects have never used an architect before. So they are very eager to learn more about what you do and how you can solve their problems.
A great e-book idea could be something like 8 Questions You Should Ask An Architect Before You Hire Them. It’s important to keep the content helpful and educational. The biggest mistake most architectural firms make is trying to sell before the prospect is ready to buy. When you try to do that, you will lose your prospect.
Use Marketing Automation To Understand When Your Architectural Prospect Is Ready To Buy
Marketing automation is a process that you can use to nurture your architectural leads to understand when those prospects are ready to buy. The marketing automation process uses emails that are sent automatically based on what your prospect does. So the process lets the prospect tell you where they are in their buyer’s journey based on what they do with your email efforts.
The key is to make the emails mirror the buyer’s journey so that you can get when your prospects are ready to have that sales discussion.
So your first email will send out the link to your ebook which contains helpful and educational information for your architectural prospect. The second email sent a few days later, can be one that mentions the ebook and offers the prospect a chance to see some of your case studies or testimonials. If they click those links they are telling you that they are in the consideration stage where they are likely comparing vendors. Here your marketing automation software should branch this prospect off and no longer offer consideration emails but instead begin to offer some decision stage emails.
If the prospect doesn’t click your consideration links, they will get more consideration stage emails. Your ultimate goal is to have a sales discussion with a prospect who clicks a decision stage link. Usually, that decision stage link should be something around price. Not a price quote but something like a cost calculator that explains what goes into more or less expensive projects. When someone is trying to get information about price they are ready to buy.
To understand more about marketing automation, check out our detailed article on the subject.
Overall, inbound marketing can create a regular flow of qualified leads for your architectural firm. You can see some case studies about the types of results you can get with inbound marketing here and here.
If you would like to discuss if inbound marketing is a fit for your architectural firm, please reach out to us at (973) 770-4668.