Marketing for architects can be a major challenge - especially when so many of the traditional methods of advertising are no longer working. Here are ten myths about your marketing that have been solidly trounced.
Myth 1: Television Ads Work
How busted is this? Well, when 86% of people are skipping television ads - thanks in part to ad blockers, recording shows, and similar technology - the best you can do is reach only a fraction of your intended audience. Television ads have a low rate of success to begin with, so it's time to put these ads in the dumpster where they belong.
Myth 2: Email Marketing Works
Maybe for some businesses - emails can be effective, but for architecture marketing? This is even worse than television, because as many as 91% of all people will be unsubscribing from emails they no longer feel like getting. Yup - all that work to build your list, and the first thing most people will do is jump right off of it.
Related Post: How To Easily Build A Lead Generation Machine: Marketing For Architects
Myth 3: Direct Mail Works
As a matter of fact, 44% of all direct mail will never be opened. People will simply throw it in the recycle bin - or shred it, if they're concerned about their privacy and security. Besides, most people who want architecture done will be going out to find a company, not waiting for an advertisement to fall into their mailbox.
Myth 4: Calling People Works
The Do Not Call list has over 200 million numbers on it. That's a majority of the population of the nation, and if you don't even know who you're calling, how can you expect to get a good return on the time spent trying to contact people? Face it: People don't like it when you interrupt their lives with sales calls.
Myth 5: You Don't Need To Grow Your Marketing Base
Who even came up with this one? Continually marketing to the same group of people will not expand your reach - and if you're not expanding your reach, then you're going to fall behind and ultimately collapse. Marketing to your current base of customers can be valuable - especially if they're actively expanding and need a lot of design work done - but you can't rely on those loyal customers forever.
Myth 6: It's Time To Go Golfing
Haaaahahaha! Well, going out to the golf course is actually a great place to talk with current clients about what you're doing - but you're not going to land a whole lot of projects this way. Golfing is for people you already know, and it's doubtful that any new customers will allow you to introduce yourself on the green.
Myth 7: Advertising in Magazines and Billboards Draws Work
Well, as it turns out, this won't work for architectural firms. Most publications - including signs on the street - aren't targeted to the kind of customer base you're looking for. Worse, the people who are most likely to read a magazine about architecture are your competitors, and they'll laugh themselves silly if they see your ads in a place like that!
Myth 8: Trade Shows Are A Good Place to Advertise
Actually, they have the same problem as Myth 7 - trade shows are focused on the people within your industry, and you're not going to be getting work if you're offering your services to other design companies. The only companies who have a realistic chance of succeeding here are those offering add-on services - for example, an architectural firm specializing in creative glass roofs that could be used to top the traditional structure.
Myth 9: Architecture Firms Don't Need To Track Their Marketing Dollars
Solidly busted. You have a problem if you don't know where your advertising money is going - after all, that money's almost certainly being wasted in an area that will never even break even, much less allow you to show a profit. This business is hard enough without even trying to be sure you're keeping your expenses down - always measure your spending and be sure you stick with systems that allow you to check up on things.
Myth 10: Pay Per Click Searching Isn't Valuable Anymore
Wrong. It's true that PPC ads are down - but that's only in some areas, and new forms of promoted advertising and content (especially on social media) are showing fantastic returns. Pay Per Click is excellent for customers who are ready to buy, so it's your job to find that audience and get ready to start marketing to them.
Yeah, alright, we know these pictures have nothing to do with marketing. but they are pretty sweet, no?
These ten myths are so busted that they're never going to be true again. The future of marketing is establishing your place as an expert in your niche, then becoming the go-to source for people who need help. Making the transition to new forms of advertising can be intimidating, but it's the only way you're going to succeed.
