Inbound marketing has proven to provide the best results for the lowest investment to businesses of any size or type. According to HubSpot’s annual State of Inbound reports, it is the marketing approach of choice for growing numbers of businesses, outperforming nearly every other type of marketing and advertising out there in terms of ROI.
Nonetheless, discussions around this topic are usually too generic and even irrelevant for the architectural industry.
Different industries have different requirements, and for any inbound strategy to succeed, an industry’s particular nuances need to be taken into account.
Aware of the need to dive deeper and narrower into the value of inbound marketing for architecture firms, in this post we unveil a tailored, specialized inbound framework that will yield the results you expect from your marketing efforts and investment.
The 4 core components of a spot-on inbound marketing program for architecture firms
We cannot repeat often enough that architecture firms best benefit from a tailored, specialized approach to inbound marketing. For your inbound marketing strategy to work, it needs to be custom-made to your target audience and industry.
A spot-on inbound marketing program for architecture firms should incorporate the following four core components:
- Inbound Marketing Roadmap
- Thought Leadership Program
- Digital Marketing and Growth Driven Web Design
- Lead | RFPs | Project Nurturing Process
Inbound Marketing Roadmap
An inbound marketing roadmap is the flagship strategy that leads all other initiatives that make up your inbound program. This roadmap should lay out a clear path to attaining your marketing and business development goals within a given timeframe.
Research is the cornerstone of a successful inbound marketing roadmap.
Key points that feed your inbound marketing roadmap:
- High value clients’ profiling
- Competitors’ analysis
- Inbound marketing game plan
Thought Leadership Program
Inbound marketing for architecture firms is deficient without a thought leadership program. Establishing thought leadership is a multi-phase process whereby a firm proves to be significantly more knowledgeable than its competitors in a specific area of expertise.
A thought leadership program requires deep insights to be extracted from a firm’s professionals and translated into consumable forms of content. This requires precise articulation.
Basic elements of a thought leadership program:
- Knowledge management
- Content production process
- Blogging & social media
- Thought leadership material (Flagship Content)
Digital Marketing and Growth Driven Web Design
Your firm’s website is one of your strongest marketing assets. Inbound marketing leverages your website to attract the right clients and nurture your thought leadership program. In inbound marketing, websites cannot be static; they must evolve to the progression of strategies and campaigns.
This is where the concept of Growth Driven Web Design comes into play. Driven by responsive design, your site will enable visitors to easily access both thought leadership content and portfolio items with an experience tailored to the screen size and functionality of the device they’re using.
Digital Marketing is an ongoing process that comprises:
- Growth driven web design
- User experience optimization
- Marketing funnel design
- Search engine optimization (SEO)
- Ongoing website analytics
Lead | RFPs | Project Nurturing Process
How and when architecture firms deliver their thought leadership material is important. Inbound marketing strategically places thought leadership content in front of decision makers at the right time to nurture leads, RFPs, and ongoing projects.
This inbound marketing methodology is designed to close gaps by nurturing your leads so they become clients, nurturing requests for proposals to win new projects, and nurturing business relationships to increase client loyalty.
A nurturing process for architecture firms includes:
- Nurturing workflows for service offerings
- Nurturing workflows for thought leadership material
- Nurturing workflows for RFPs
- Nurturing workflows for ongoing projects
- Marketing automation implementation
An inbound framework tailored to architecture firms like the one outlined above, is guaranteed to provide the best results in terms of differentiation, thought leadership standing and ROI. However, we recommend to revisit your inbound strategy regularly, for it needs to evolve as your firm grows, new technology emerges, and the industry advances.