Today I answer a viewer question.
“Enoch, what is the roadmap for marketing a small architecture firm?” – Tom
Great question Tom.
I get asked this frequently, because if work isn't coming into a firm, the firm doesn't eat.
And a lot of firms out there are struggling to get the food they want to eat.
There are three systems that make up the roadmap to marketing a small architecture firm.
- A system to create attention, interest and desire around the services that your firm provides from your ideal clients
- A system to convert those relationships into work
- A system to follow up and nurture relationships that may turn into work later
#1 A System to Create Attention, Interest and Desire
The first step of the process is to let people know you exist. A great way to do this is to use a content marketing approach.
Content marketing consists of creating content that your ideal clients (the people, companies and organizations you want to attract) would find useful.
Content marketing includes things like whitepapers, public speaking, podcasts, webinars, books, and social media.
The great thing about content marketing is that it positions your firm as a helpful advisor, not just a vendor of architectural services.
However, content marketing is just the backdrop for creating what really matters – relationships with people.
#2 A System to Convert Relationships Into Work
The second system you need is a system to convert those relationships into work.
This part of the process is all about having a compelling offer for your ideal clients.
Having a compelling offer consists of understanding deeply the needs, wants and desires of your ideal clients.
Once you know what those desires are, you can then create an offer that fulfills those desires.
#3 A System to Nurture Relationships
Few relationships are going to turn into work immediately. That's why it's important to have systems in your firm to stay in touch with people over time.
Ways to stay in touch include phone calls, text messages, in-person meetings, handwritten notes, direct mail, personal email, email newsletters, hard copy newsletters and social media.
Each of these items can be a regularly scheduled activity in your firm's marketing calendar.
These nurturing activities don't replace direct outreach, they supplement it.
When you implement each of these three systems in your firm, you'll have all the building blocks you need to grow your firm and compete at the highest level for the best projects.
If you want a shortcut to developing these marketing systems for your firm, consider applying to the DREAM Practice Accelerator. The DREAM Practice accelerator helps architecture firm owners build their dream practice, a practice that is dependable, rewarding, provides an exceptional experience for themselves and their team, is autonomous (can function without them there) and mission driven (a clear purpose).
Click here to discover more about the DREAM Practice Accelerator.
Enoch Bartlett Sears