10 common marketing mistakes that architects make

1. The ADA Instagram account was shut down without warning. They lost the lot.

Architects often ask me how to implement easy marketing wins, and the short answer is that marketing is an ongoing activity that will deliver benefits over time, especially if you strike the right balance between brand awareness and lead generation.

But there ARE common mistakes that I see many architectura practices making. So I’ve compiled this quick list to highlight some of those errors, which are easy enough to fix when you know how. Here goes:

1.     Focussing all of their marketing efforts on Instagram (or another social media platforms) when they don’t own that connection to followers, nor understand that the platform owner can change the rules at any time. (That’s why you need an email newsletter!)

2.     Not capturing the low-hanging referral fruit by leaving a stack of business cards with happy clients, for them to give to their friends and family with their recommendation.

3.   Writing awards entry text that appeals only to juries, when they could also address the media and future clients. Three birds, one stone (not that I advocate killing birds with stones!)

5. many architects are taught that the work should speak for itself, but shifts in consumer behaviour demand more engagement and approachability.

Clovelly Apartment by James Garvan Architecture. Photography by Katherine Lu. Article at HabitusLiving.

4.     Seeking publication in glossy magazines or websites that aren’t read by their ideal clients, so the messaging and effort is wasted in terms of generating new projects.

5.     Thinking that “the work should speak for itself”. The rise of social media means consumers expect brands to be personable and engaging. People buy from people… 

6.     Failing to clearly articulate the types of work they do (and don’t do!), what sets them apart from competitors (architects and non-architects) and why a potential client should choose their practice. In 8 seconds.

7. Track your analytics regularly to ensure your marketing efforts hit the target!

7.     Not looking at relevant analytics (website, social media accounts etc) to see what’s working and what needs tweaking, or where to invest time and money to generate most bang-for-buck.

8. Sorry, what???

8.     Writing social media captions in archi-speak which may appeal to architectural peers and colleagues, but which is likely to baffle and bewilder future clients. (Remember: you have 8 seconds!).

9.     Not treating websites as sales tools that should be working while architects sleep, to generate new client leads for the practice.

10.  Not understanding an ideal client’s needs, wants or worries; using the wrong tone and words to talk to them; and not using Testimonials to connect with future clients.

Are you guilty of any of these?

What others have you seen? Send me an email and let me know.

And if you want to find out how to – quickly and easily! – overcome these common mistakes in your own practice, you can take my course, Architecture Marketing 360: A CPD Course for Architects.

In it, I provide an overview of modern marketing for architects, and tools and suggestions to help you perform quick-fixes and harvest low-hanging fruit, with a roadmap you can follow to focus and refine your marketing activities going forward.

You can enrol in the self-guided online program and get started straight away, here.