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Strategy
Master Digital Marketing for Architectural Products
Beth PopNikolov
CEO, Venveo
When it comes to selling architectural products, the importance of mastering digital marketing cannot be overstated. The architectural industry is evolving rapidly, and digital marketing plays a pivotal role in connecting manufacturers and suppliers with architects, designers and builders.
However, marketing architectural products presents unique challenges that require tailored strategies for success.
This blog aims to delve into the world of digital marketing for architectural products, offering actionable insights and takeaways that will empower you to enhance your marketing efforts.
We'll explore what sets architectural product marketing apart, provide a step-by-step guide to effectively market your products, address the question of individual marketing strategies for each product and share strategies to outperform your competition.
Let's begin by understanding what makes marketing architectural products unique.
Marketing architectural products differs significantly from marketing other manufacturing or architectural services. Two key unique traits set architectural product marketing apart:
Purchasing architectural products often involves complex decision-making processes and long sales cycles. Architects and designers meticulously plan projects, which can take months or even years to materialize. This extended timeframe necessitates a distinct marketing approach.
When planning your digital marketing strategies for your architectural product, build in several months or years of time. Since closing on one product can take months, digital marketing creativity and longevity is essential.
Ask yourself and your team if you’ll have ample resources and budget available to sustain the buying cycle and if your personnel are prepared to continuously nurture the lead with a variety of methods.
Actionable Advice: To keep potential clients engaged over a longer period, create a robust content marketing strategy that continually provides valuable information and inspiration throughout their project.
As your business continues to offer value, even when a sale or deal closing may be far out, you’re increasing your business’s chances of remaining top-of-mind for when they are ready to make a purchase.
Architectural products are highly customizable to meet the unique needs of each project. This level of customization presents both opportunities and challenges in marketing.
Consider running different campaigns about your architectural products’ customization capabilities. Touch base often with your leads and potential buyers to remain in sync about what your product offers and how it can best meet their needs.
The needs of buyers may change over time, even within the same project they initially contacted your business about. By assuring them that your architectural products can be customized to fit their needs, you’ll build trust and buy time to create the perfect product just for them.
Actionable Advice: Utilize digital content marketing to showcase the versatility and customization options of your products. Highlighting successful case studies and illustrating how your products can be tailored to specific project requirements can be highly effective.
Now that we understand what sets architectural product marketing apart, let's delve into a step-by-step guide to effectively market your products in this industry.
Understanding your target audience is paramount for effective architectural product digital marketing. Use data analytics to create detailed customer personas that encompass architects, interior designers, builders and other key decision-makers in the industry.
Creating a buyer persona is a crucial step in effectively marketing architectural products. A buyer persona is a semi-fictional representation of your ideal customer, based on real data and research. It helps you understand your target audience on a deeper level and tailor your marketing strategies to their specific needs and preferences.
Here's how to make a buyer persona for marketing architectural products:
1. Market Research
Start by gathering data about your existing customers and the architectural industry. Look at your past sales records, website analytics and social media insights to identify trends and common characteristics among your customers.
Additionally, you can conduct surveys and interviews with architects, designers and other industry professionals to gain valuable insights.
2. Demographic Information
Gather demographic data such as age, gender, job title and location. This information will help you create a basic profile of your ideal customer and create targeted ad campaigns.
3. Professional Background
Understand the educational background, years of experience and specific roles of your target audience within the architectural field. Determine their key responsibilities, challenges in their work and how you can craft your marketing messaging to best serve them.
4. Goals and Pain Points
Identify the goals your target audience aims to achieve in their architectural projects and the pain points or challenges they encounter.
For example, architects may aim to create sustainable designs while facing budget constraints. If you find that this is a consistent concern and that your business has an architectural product that solves that problem, you can create an entire campaign advertising that product to those professionals.
5. Buying Behavior
Analyze how your target audience makes purchasing decisions. Do they prefer detailed product specifications? Are they influenced by peer recommendations or industry trends?
In an industry dominated by safety standards, showcasing your architectural products’ safety features in your digital marketing can build trust and authority within the building materials field.
6. Preferred Communication Channels
Discover where your ideal customers spend their time online. Are they active on LinkedIn, Instagram or industry-specific forums? Knowing this will help you choose the right platforms for your marketing efforts.
7. Content Preferences
Understand the type of content that resonates with your audience. Do they prefer informative articles, videos or interactive tools like 3D models? Tailor your content strategy accordingly and offer a variety of different ways for your target audience to consume information.
8. Objections and Obstacles
Identify common objections or obstacles that may prevent your target audience from choosing your architectural products. This allows you to address these concerns proactively in your marketing materials.
9. Personalization
Give your buyer persona a name and a face to make it more relatable. For example, "Architect Alan" or "Designer Dana." This makes it easier for your marketing and sales teams to visualize and communicate with your target audience.
10. Continuous Updates
Remember that buyer personas are not static. As your business evolves and the architectural industry changes, revisit and update your personas to ensure they remain accurate and relevant and that your digital marketing strategies are still resonating and performing.
Selecting the right digital platforms to engage with your audience is crucial. Consider platforms like LinkedIn, Pinterest and specialized architectural forums where professionals in the field gather.
Actionable Advice: Tailor your platform selection based on your target audience's presence. For instance, if you're targeting architects, prioritize LinkedIn for networking and content sharing.
Content marketing for architectural products is a powerful strategy that revolves around creating and sharing valuable, informative and engaging content tailored to the needs and interests of architects, designers and construction professionals.
In the architectural product industry, where product knowledge and innovation are paramount, content marketing plays a crucial role in building brand awareness, trust and credibility.
Architectural product content marketing can take various forms, including blog posts, articles, videos, 3D models, case studies, and more.
When drafting a content marketing strategy, make sure it serves several purposes including:
SEO and Visibility: Well-optimized content improves your website's search engine rankings, making it easier for potential customers to discover your products online.
In the world of architectural products, where informed decision-making is key, content marketing not only informs but also influences choices, making it an invaluable tool for reaching and engaging with your target audience.
Actionable Advice: Align your content strategy with your customers' journey, providing educational content early on in the sales funnel and transitioning to product-specific content as they move closer to making a decision further down the sales funnel.
Social proof, in the form of reviews, testimonials and case studies, is invaluable in building credibility and trust. Actively collect and showcase positive feedback from satisfied customers.
Actionable Advice: Implement a review collection strategy, encouraging customers to share their experiences post-purchase or project completion. Highlight success stories through case studies.
The question of whether to have separate marketing strategies for each architectural product line is a common one. It comes down to a balance between scalability and customization.
Actionable Advice: Create a scalable marketing strategy template that can be customized for each product. This allows you to maintain consistency in your branding while tailoring your messaging to specific product lines when necessary.
In a competitive field like architectural product marketing, standing out is essential. Here are two key strategies to outperform your competition:
Organic search engine optimization (SEO) and local SEO strategies are critical for visibility, especially in local markets.
Local search marketing focuses on optimizing your online presence to attract potential customers in specific geographic areas. For architectural product companies, this means targeting local architects, designers and builders who are seeking materials and solutions for their projects.
Key local SEO tactics include:
Online Reviews: Encourage satisfied customers to leave positive reviews on platforms like Google and Yelp. Positive reviews build trust and can influence local buying decisions.
Organic SEO focuses on improving your website's visibility in search engine results for relevant keywords. This strategy helps you reach a broader audience, including architects and designers across various locations.
Key organic SEO tactics include:
Technical SEO: Ensure your website is technically sound, with fast loading times, mobile responsiveness and an XML sitemap. Search engines favor websites that provide a seamless user experience.
Combining local search marketing and organic SEO digital marketing strategies can help architectural product companies attract both local and global customers.
By optimizing for local visibility and offering valuable content for a broader audience, you can improve your online presence and drive more qualified traffic to your website.
Actionable Advice: Collaborate with SEO experts to ensure your website ranks high for relevant keywords, and utilize local SEO strategies to target specific geographic areas. Learn more about SEO tactics in this blog.
Building and nurturing long-term relationships can give you a significant edge. Implement customer relationship management (CRM) systems to maintain and strengthen your connections with clients and partners.
Actionable Advice: Regularly engage with your audience through personalized emails, newsletters and social media interactions. Offer value beyond your products by sharing industry insights and updates.
Mastering digital marketing for architectural products requires a unique approach due to long sales cycles, high customization and stiff competition. By understanding your audience, choosing the right platforms, crafting an effective content strategy and leveraging social proofing tactics, you can elevate your digital marketing efforts.
Remember that scalability and customization can coexist in your marketing strategy. By creating a scalable template and tailoring it for each product line, you can maintain consistency while addressing specific product needs.
To outperform your competition, prioritize SEO and local optimization for visibility and invest in relationship marketing to build lasting connections.
Mastering digital marketing for architectural products is an ongoing journey. Apply the actionable advice and tips discussed in this blog to enhance your efforts. For further assistance in marketing to architects, consider exploring Venveo’s blogs and podcast episodes.
Embrace the uniqueness of your architectural industry and adapt your strategies accordingly, and you'll be well on your way to success in marketing your architectural products.
