Sometimes what was old news is new again.
Like having a business blog.
Architects, designers, developers, realtors, and builders are all turning to blogs to attract new customers.
In a world gone crazy over Instagram stories, Facebook Live, and Pinning everything there is a solid argument for blogging your way to a higher ROI.
In fact, over half the top 200 Fortune 500 companies had a corporate blog in 2018. (Daily Infographic). And, according to DemandMetric, companies with blogs produce an average of 67% more leads monthly than companies that don’t blog.
In this post I’ll share how an architecture blog works, why it might just be the perfect marketing strategy, mistakes to avoid, and questions to ask before you jump in.
How does a blog work?
When people search online, Google and other search engines deliver answers to those searches in the form of websites, videos, and blog articles.
Your architecture blog attracts those searches. But it doesn’t stop there.
Blog readers will spend 3 to 10 minutes on your article. From the article, they can link to your contact page, examples of your projects, your About page, or another article.
You have the captive attention and can invite them to learn more.
And if you use email marketing, you can invite readers to join your list. I share more ideas on creating a buzz for your business in this article.
Why a blog for an architect firm?
“Architecture should speak of its time and place, but yearn for timelessness.” – Frank Gehry
Your blog is like a conversation with a prospect.
While you’re working hard on current projects, your architecture blog articles are working hard to engage new prospects and build your brand, or “…what other people say about you when you are not in the room.” (Jeff Bezos)
The topics you choose for your blog help establish you as an authority while building rapport with potential clients.
The reader gets an impression of your style and attention to detail. They learn about projects you’ve taken on, from pre-contract, through completion, and how you work with clients, like them.
Common questions can get answered while readers move closer to reaching out for a quote.
Questions to ask
“To create, one must first question everything.” – Eileen Gray
Before jumping on the architecture blog bandwagon you need to think in terms of ROI. After all, your time is valuable and even if you outsource the blog writing, you will still be involved.
To learn more about my marketing solutions for architecture firms, builders and developers see this case study.
Here are some questions I ask my clients when assessing their marketing options:
- Do you frequently get questions that could be answered in writing?
- What is unique about your approach to projects?
- Do you want enquiries from a specific geographical area?
- Do you focus your marketing on a certain demographic/income?
- Does someone on your team have the skills to write the articles?
- Are you trying to grow your mailing list?
Mistakes to avoid
Your blog is an investment.
Unlike quick results you might expect from online advertising, traffic to your architecture blog grows over time.
The trick is to build a simple, sustainable campaign that stays relevant to what your clients want.
Here are some common mistakes to be avoided.
- Quitting – once you add “blog” to your website menu you create an expectation. You don’t have to post every week, but visitors to your site will expect current articles.
- Random topics – every post should answer important questions and move readers closer to sales. A part of my strategy work with clients is to build a content calendar for future blog topics.
- No promotion – email and social media are simple, easy ways to build initial traffic blog posts.
- Not measuring – tracking your architecture blog performance monthly with Google Analytics helps determine what future topics will get the best results.
Finding the perfect topic
“Recognizing the need is the primary condition for design.” – Charles Eames
Ultimately, the success of your blog is all about choosing topics your clients are searching for.
Your blog posts should expand upon the primary topic or value proposition of your services page. For example:
- trending design ideas for new homes,
- designing an eco-friendly/green home,
- using recycled materials in a new home,
- adding renewable energy options,
- incorporating, home office, theatre, gym, or guesthouse
- building a new home in (city),
- a unique software or customer approach.
Every blog post should move your reader to become a fan and, if the need is there, a client.
Here’s a simple test for your next architecture blog topic:
Ask yourself if most of your clients would have asked about that topic before buying from you. If so, that’s a great topic!
It will take time for your architecture blog strategy to get traction.
Advertising on Facebook and Google is quicker, but it’s like renting a house. As soon as you stop paying for that ad, it no longer gives you anything back.
With a blog post, you invest once and it works for you every day.
Enjoyed this article? Here are three more to help build your professional firm: