Designed for Success: Marketing Tips for Architects in Australia

22 May

In the ever-evolving world of architecture, showcasing your unique vision and expertise is crucial for success. Effective marketing is one way to unlock opportunities and establish a strong presence in the competitive Australian architectural landscape.

If you are a super successful firm and fighting off the clients, then you might not need these tips. However, if you are new to the industry and establishing your brand, these tips might be useful.

To be honest, some of my clients have been resistant to participate in marketing as they want to rely on their designs. However, the reality is that we live in a digital world and your clients are going to research you online, so it’s vital you are findable and clearly communicate your value.

Craft a Compelling Brand Identity

Your brand is more than just a logo or your designs; it’s about you. How well you can understand the client, your background, and your values. The way you are will imprint itself on the essence of your architectural practice.

It’s worth the time to invest time in creating a distinctive brand identity that reflects your design philosophy, values, and the unique perspective you bring to projects.

Star Tip: Your ‘about’ page matters! A professional photo, biography and showing your personality is time well spent. This ensures consistency in your brand across all platforms, from your website to social media, and establishes a memorable, professional image.

Build an Engaging Website

In the digital age, your website is often the first point of contact for potential clients. Ensure your website is not only visually appealing but also user-friendly. Showcase your portfolio, highlight notable projects, and include client testimonials to build credibility. Optimise the site for search engines to improve visibility. This means you need words!

One recent architect I was working with wanted their site clean with so much white space that there were barely any words on it. This vastly reduces SEO and consequently, he wasn’t showing up for Google searches. This is ok if you are using other ways to connect with prospective clients and don’t need to be found.

Star Tip - If you need Google’s help to be found, you need to help the algorithm understand who you are and what you do, so add some words. It will also help your clients understand you better once they reach your website, remember they are ordinary people, not architects, so you have to explain things to them. Here’s an example of a great website - https://valuearchitectsgroup.com/

Leverage Social Media

Social media platforms provide architects with a powerful tool for connecting with a wider audience. Share your projects, client journey, design concepts, and industry insights on platforms like Instagram, LinkedIn, and Pinterest. Engage with your audience by responding to comments and participating in relevant discussions. Regularly updating your social media profiles keeps your brand fresh in the minds of potential clients.

Star Tip - The most engaged posts are ones with people's faces in them, so add photos of you doing the work, not just the work though, include your clients in the posts too so your prospects can understand the types of people you work with and can self identify if you are the right person for them. Here’s an example - https://www.linkedin.com/company/architect-gp/

Content is King: Blogging and Thought Leadership

Establish yourself as an authority in your field by creating insightful and informative content. Maintain a blog on your website where you discuss industry trends, share project stories, and provide valuable tips. Thought leadership not only positions you as an expert but also attracts a diverse audience interested in architecture and design.

Star Tip: If you use LinkedIn to post blogs you can get additional SEO on your posts as Google will crawl them separately, no other social media has this feature. Example -

Networking and Collaborations

Building relationships within the industry is crucial for architects. Attend conferences, workshops, and networking events to connect with other professionals, potential clients, and even competitors. Collaborate with complementary businesses, such as interior designers or construction firms, to expand your reach and offer comprehensive services.

Star Tip: When attending networking events be sure to have a sharp pitch statement ready so you stand out and are remembered.

Harness the Power of Testimonials

Word of mouth is a potent marketing tool. Encourage satisfied clients to share their experiences through testimonials. Positive feedback builds trust and credibility, making potential clients more confident in choosing your architectural services. There are a bunch of different places for reviews: Google, LinkedIn, Facebook etc.

Star Tip: Use software like Rapid Reviews to filter out bad reviews and ensure only 4 or 5-star ones make it to Google.

Local SEO Optimisation

Optimise your online presence for local searches by focusing on local search engine optimisation (SEO). Ensure your business information is accurate and consistent across online directories. Claim and optimise your Google ‘My Business’ listing to enhance visibility when potential clients search for architects in your area.

Star Tip: It’s important to name all of your images carefully with your business name, location and service, not just what the photo is about. These meta descriptions help you show up in image searches on Google.

Invest in Professional Photography

High-quality visuals are essential for showcasing your architectural prowess. Invest in professional photography to capture the essence of your projects. Striking images can significantly enhance your portfolio, making it more appealing to potential clients and the media.

Star Tip: Put these images together into a video with music through simple and free apps and you have a YouTube video that can rank on Google and boost your SEO.

Educational Workshops and Webinars

Demonstrate your expertise by hosting educational workshops or webinars. This not only positions you as a knowledgeable professional but also provides a platform to engage with your audience directly. Topics could range from sustainable design practices to the latest advancements in architectural technology.

Star Tip: Use LinkedIn search and direct messaging to fill up your webinars with relevant people who match your target audience.

Stay Updated on Trends

The field of architecture is dynamic, with trends evolving constantly. Stay abreast of the latest industry trends, technologies, and design philosophies. Incorporating these trends into your marketing strategy showcases your adaptability and commitment to providing cutting-edge solutions.

Star Tip: Set Google alerts to help push relevant content to your inbox to remind you to read these trends and get content you wouldn’t normally think of searching for.

In conclusion, successful marketing for architects in Australia involves a multifaceted approach that encompasses branding, digital presence, networking, and ongoing education. By implementing these tips, architects can elevate their visibility, attract new clients, and foster long-term success in the competitive Australian architectural landscape.

Personal brandingAndrew Fordmarketingmarketing for Architectsarchitect branding

Andrew Ford

Marketing expert Andrew Ford, the founder of Social Star, has discovered the secret of ‘Powerful Branding’. With a fire for unleashing people’s inner brand and developing business models to generate profit from an individual’s passions, Andrew leverages ground-breaking digital and social media marketing techniques to create digital strategies for clients to attract maximum opportunities. Having established a strong name for himself in the field, Andrew blends traditional business techniques with now-necessary tools for entrepreneurs to achieve scale, quality, and influence in their niche. Andrew’s comprehensive business background and qualifications consist of a Bachelor of Business (Marketing) (RMIT 2003), a Graduate Certificate in Management (MBA Executive Program, University of Sydney 2005), and a Masters of Entrepreneurship and Innovation (Swinburne University 2011). Continually on the cutting edge of his own education, Andrew has tested his marketing theories in forums such as the BCG Business Strategy Competition, which he won in 2005 against all Victorian MBA schools, and the Venture Cup Business Plan Competition (Swinburne University 2003), which he won in the Masters category. With experience working at Hewlett-Packard, Sensis (Telstra) and IBM, Andrew also has mentored dozens of junior staffs to help them achieve their professional goals. Meeting and influencing high-profile public figures helped Andrew to realise just how many professionals require more understanding and control of their public brands or appearance, and need help with the skills to use the many amazing free tools at their disposal to generate success. At Social Star, Andrew consults with clients to uncover their personal brand – both where it is today and where it can be tomorrow – and refine and define how that should be displayed in social media in order to attract their perfect target audience. Andrew mentors his clients to rapidly grow their business’ audiences, resulting in larger potential client bases and higher revenue. Applying formulas that integrate over twenty years of Andrew’s business experience and fifteen years of formal business education, Social Star specialises in building clarity and velocity for clients’ brands using the ‘Understand, Build and Leverage’ methodology. ‘Having a Personal Business enables people to have an authentic, congruent connection with their valued clients and partners, using their brand as the bridge,’ says Andrew. ‘I’m highly driven to work with the new breed of entrepreneurs and small business owners – people who have a passion for making the world a better place. Traditional business models are stepping aside as people follow their innermost dreams and my role is to see them operate within their values while creating wealth. Some people think you have to sacrifice what you love to be successful in your business, yet it is actually the opposite. Follow your passion and success will come.’ Lecturing at Swinburne University from 2009 to 2011 on brand dynamics and digital marketing, presenting at numerous conferences, and consulting to hundreds of clients, Andrew has seen his philosophy work that if you follow your unique path, based on your skills, experience, values and goals, you will automatically attract the opportunities you desire and achieve the success you deserve. Living his mantra, Andrew has created a successful business and attracts high-profile clients including musicians, athletes, authors, models, entrepreneurs, professionals and small business owners, helping them find their ‘why’ in their business and fulfilment in their lives. Business for Andrew is more than work, it’s personal. Running a personal business means that he is able to fulfil all of his values rather than separating his life from work. It supports his two boys while providing social opportunities, educational development, fitness opportunities, spiritual fulfilment and many valuable friendships. Social Star has now become the vehicle for Andrew to crystallise his mission in the world, to help people love what they do, supporting his ‘why’, that if more people loved what they did, the world would be a better place.

http://www.andrewford.com.au/