Online marketing has proven to be one of the most efficient ways for design companies to reach prospective clients, and digital marketing for architecture firms is no exception.

In just three short years we’ve seen a massive growth in AEC industry companies using digital marketing strategies such as social media marketing, responsive websites, paid ads, inbound blogs, and SEO to drive traffic and qualified sales leads to their businesses.

It’s no wonder that digital marketing for architects has been such a hit – the creations and projects these companies build are the PERFECT content for a world that’s demanding luxury.

We are watching architects amass millions of followers on social networks. We’re seeing architecture firms breaking through the mold of web design and what it means to have a portfolio. We exeriencing a revolution of architectural marketing happening right before our eyes.

It’s truly an amazing time to be in the AEC business.

Long story short – If you’re an architect looking for a piece of this digital revolution for yourself, we recommend maximizing the following digital marketing channels in 2019:

Responsive Websites

Responsive design and web devices
Closeup shot of laptop with digitaltablet and smartphone on desk. Responsive design web page on their screen. Modern devices on desk at office.

The importance of a website:

• Positions your company as the expert
• Improves customer service & support
• Increases brand exposure & leads generated

Quick tips to running a good website:

• Choose the right website platform for the job
• Focus on message clarity & ease of use
• Keep the content & design fresh (or timeless)

Downsides to running a website:

• Takes a considerable investment to get started
• Needs consistent content updates to stay fresh
• Requires technical design & development knowledge

See some great examples of architecture website design.

Search Engine Optimization (SEO)

Search engine on a computer
Woman searching on a website

The importance of SEO:

• Increases brand awareness & traffic organically
• Positions your company as the expert in organic search
• Increases ongoing organic traffic & leads
• Higher conversion rate than all other channels
(66% of all industry leads come from search)

Quick tips for SEO:

• Target the right keywords (Find a niche & specialize)
• Create the right type of content (Fulfill the niche’s desire)
• Be consistent with new content & improvements

Downsides to SEO:

• Takes longer to provide results than other channels
• Needs to be maintained continuously over time
• Requires technical search engine & web knowledge

Check out SEO for Architects for a deep dive into improving your SEO

Social Media Marketing (SMM)

Three Girls Sitting At Table Use Tablet Computer Happy Smiling, Young Woman Friends Together
Three Girls Sitting At Table Use Tablet Computer Happy Smiling, Young Woman Friends Together Communication Concept

The importance of social media:

• Grows brand awareness organically (or paid)
• Positions your company in the conversation
• Gets free (& paid) ongoing traffic & leads

Quick tips for social media:

• Target the right audience for your goals
• Create engaging content for each platform
• Be active within your digital community

Downsides to social media:

• Lower conversion rates than other channels
• Less traffic generated to website than other channels
• Requires significant time investment to maintain

See which social media platforms are best for architects.

Pay Per Click Advertising (PPC)

Job search advert. Unemployed red robot wants to get a job. Funny toy robot with a cardboard sign
Job search advert. Unemployed red robot wants to get a job. Funny toy robot with a cardboard sign and handwritten text Need a job. Blue green background

The importance of PPC:

• Increases brand awareness & traffic via paid ads
• Gets consistent ongoing traffic & leads without waiting
• Offsets slow periods while waiting for organic traffic

Quick tips for PPC:

• Target the right audience for your ad/page goals
• A/B test ad creatives & optimize for cost per conversion
• Optimize your landing pages for conversion rate

Downsides to PPC:

• Takes a considerable ongoing monetary investment
• All traffic stops when the campaign is ended
• Requires considerable ongoing management & optimization

Inbound Marketing (Blogs/Vlogs)

Close up professional black camera recording new video blog isol
Close up professional black camera recording new video blog

The importance of inbound:

• Increases brand awareness & traffic organically
• Positions your company as the expert in your niche
• Increases ongoing organic traffic & followers

Quick tips for inbound:

• Target the right audience for your page goals
• Create unique, engaging, & relevant content
• Encourage engagement within your comment section

Downsides to inbound:

• Takes longer to provide results than other channels
• Needs consistent ongoing content to gain a following
• Requires considerable time investments to maintain

See the top architecture blogs to follow for 2019

Digital PR & Media Outreach

Young man interviewing a woman in a radio studio
Young man interviewing a woman in a radio studio

The importance of digital PR:

• Gains brand awareness from top industry publications
• Positions your company as an industry expert
• Builds longer term brand authority vs other channels

Quick tips for digital PR:

• Target the right audience & publications
• Create unique, engaging, & relevant content
• Be active and available within your industry post PR-launch

Downsides to digital PR:

• Difficult to quantify ROI & the effects on brand awareness
• Needs consistent ongoing content to stay in the discussion
• Requires considerable monetary investments to maintain

Digital marketing for your architecture firm

With digital marketing expected to grow next year by another 4.6%, be on the lookout for even tougher competition online. It will be more important than ever to use digital marketing for architecture firms all around the globe. If you have any questions at all about the specifics of maximizing these digital channels, feel free to reach out to the Bizop team for a free 20 minute digital marketing consultation.


Author: Nathan Wilbanks

Nathan is a full-stack digital marketer specializing in consultation and strategy development for Bizop Media.

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