In order for any business to thrive in today’s market, it must have a website. Gone are the days when the advertisement was solely confined to the pages of a local newspaper or the presence of an article in a magazine. Today, the opportunities that lie in the field of online marketing are vast and must be seized.
This theory especially rings true for architecture firms. It was not too long ago that being published in a reputable design magazine such as Architectural Digest or Dezeen was considered to be the height of success for any architect or firm. Although this is still an amazing accomplishment and an excellent example of good press, the long-term success rate of a good online presence will be more consistent than a one-off article or mention in print.
According to Hubspot, Marketers who prioritize online blogging efforts are 13x more likely to see positive Return of Investment, and, 81% of B2B companies use blogging as a content marketing tactic. (Content Marketing Institute, 2016).
The world of architectural marketing, much like the rest of the business world, has largely moved online. From professional websites to blogs to all forms of social media, your online presence can make or break your business.
The Flow of Information
Your business needs to be a part of the massive flow of information traveling through the internet. Facebook, Twitter, and Instagram are all essential platforms for advertisement, if used correctly, and they are a huge contributor to the passing of information on the web.
In terms of online SEO, you have to ‘share to receive.’ This means that when using social media, you have to post frequently on relatable and timely topics in order to set the precedent of being a firm that is innovative and contemporary.
It breaks down to the hierarchy of shared information. In the critically acclaimed documentary Page One: Inside the New York Times, the company describes what is known as the “New York Times Effect.” When the New York Times would publish a groundbreaking article, smaller newspapers and magazines across the country would then take that article’s topic, conduct their own research, and then re-create the article on their own terms in order to relay the information to their specific audience.
This occurs because the New York Times is a major media authority, and when they would break stories, other smaller newspapers across the United States would follow their lead.
This happens online as well. A higher authority site will publish an article breaking a new story, such as a new and unique way to market a certain architectural design, and then smaller blogs will take that topic and adapt it to their own niche market. Or, these smaller companies will simply create a post on their website or social pages sharing the link to this new article. This begins to create the thriving flow of information on the architectural web.
Ideally, you want to be the company that creates the original core content that is shared around the web. However, at the bare minimum, your company needs to be a part of the flow of shared information by posting links, writing articles, and having up-to-date content on your website in order to stay relevant.
There are no excuses for not putting yourself out there. A website can become a cornerstone for your firm’s marketing strategy and will become an integral part of your business-to-client relationships.
Architectural Digest circulates about 1 million issues of their magazine per month, and, according to the Pew Research Center, in 2018, the estimated total newspaper circulation in the U.S. was 28.6 million per day (on a weekday). Since then, weekday print has decreased by 12%. The world has moved online.
There are 2.38 billion active users on Facebook, and 1.47 billion use the site every day. Twitter has 126 million daily users, and over 500 million people log in to Instagram every single day. And, according to Life Marketing, 97% of marketers are using online social media to reach their target audiences.
Also, in terms of how cost-effective a digital platform is compared to a traditional, in-print platform, websites not only save money, but also increase your ability to reach your target audience. According to a study conducted by LinkedIn, online media advertisement has been proved to be the most effective form of brand advertisement. Refer to the study’s findings below:
Online Media Advertising:
Average Cost (Yearly): $1,575,000 - $2,000,000
Monitoring & Controlling: Easy
Reach to Target Audience: 80% - 95% Achievable
Lead close rate: 14.60%
Print Media Advertising:
Average Cost (Yearly): $2,200,000 - $5,500,000
Monitoring & Controlling: Difficult
Reach to Target Audience: Unmeasurable
Lead close rate: 1.70%
The amount of traffic to these websites provides ample opportunity for you to reach your customers with a link to your latest project or website.
- - -
Nugno is a Branding & Digital Design studio. Founded and run by strategic branding & digital design experts that shares a love of innovation, design and digital connection.
We create strategy and design with production across all platforms. We’re masters of brand identity and on point with websites and apps. Our skills extend to designing books people want to read and environments they feel comfortable in. We also create engaging motion design and much more.
- - -
Luca Amoriello, Director
Tel: +353 (0)87 383 2134
Architects should be pushing as much quality content as they can online. Not only will your search engine optimization (SEO) soar, what you share and how often you share will drive your online presence to a maximum level of impact in your community.