Social Media Marketing

How to Market to Architects

What type of marketing will catch an architect’s eye?

 As a building products manufacturer or supplier, marketing to architects can be more challenging than marketing to your direct buyers. The needs and interest within the architectural community are different. Oftentimes, companies have innovative and useful building products that many architects would be interested in learning more about. But how can you get that information in front of the architect, so they can see what you have to offer?

Three questions that will guide you to gaining a better understanding of what architects are looking for.

1.     What resources do architects need from your website?

  • BIM Objects

  • CAD Drawings

  • Case studies

  • Continuing Education

  • Environmental Product Declarations [EPD’s]

  • LEED [How your products contribute]

  • Performance data

  • Product information

  • Project images

  • Specifications

  • Technical support

  • Warranty information

  • White papers

The main thing to remember when assessing your website through the eyes of an architect is that they are busy professionals who need to be able to use your website quickly and efficiently to get information on your products. Keep that framework in mind as you work to design your website and present your products. It’s important that when an architect is viewing a product on your website they can quickly and easily obtain more resources about that product while on that page. For some tips on designing your website to draw in customers, take a look at this blog from Division 08 Marketing.

2.      How do architects prefer to receive information?

The main thing to remember when sending information to architects is to keep it simple, visually appealing and easy to digest. You want an architect to be able to quickly receive your information and to be inspired to learn more about it through your website or a consultation.

  • Printed literature. Even though digital marketing is a very important factor in marketing to architects, sometimes it is just better to be able to flip through real-life pages to see a company’s products. Remember that architects are problem-solvers. Demonstrate how your products can help solve the challenges they are facing. Use education and teaching to encourage architects to further explore your products.

  • Email. Transitioning to the digital side of things, emails are an excellent way to disseminate information about your products and company to architects. Remember to keep your emails clean, simple and informative. Make sure that your emails are easy to read and not too lengthy. Also, try not to send too generic of an email to an architect: Take time to discover their area of focus and to show that you care enough to do some homework. Make sure that what you’re offering fits what they need and be specific about which of your products would be helpful to their work. Click here for an article with more information about email marketing techniques.

  • Do not send unwanted samples, brochures and booklets, etc. The last thing an architect needs is more clutter. Send printed literature or emails that include information about how they CAN get samples, case studies, brochures and other materials as needed, but don’t send until you receive a request. Make your products accessible, but don’t bombard architects with items they didn’t request.

3.      How do architects’ value social media?

Architects, like most of us, are using social media. But, how can you engage with them on social media?

  1. Visual inspiration. Architects are using social media to share and view visually inspiring things. Architects value aesthetics and innovation, so make sure to utilize social media to showcase your products in a visually-appealing manner. Get creative!

  2. Passion projects. Architects are using social media to showcase the projects they really care about. You can use this knowledge to learn more about what an architect cares about and how your products can support those passions.

  3. Engage with other industry professionals. Social media is an excellent place for professionals to connect and exchange ideas. Architects, and professionals from many industries, are using social media to connect with others in their field in order to share ideas, find new products and network. It’s important to make sure that your social media presence encourages architects to engage with your company and products.

Social media is a fantastic tool for networking with architects. Use your social media presence to provide visually-inspiring content that encourages architects to engage in further conversations with your company.

Are you ready to take the next step?

Division 08 Marketing is here to assist your company to be the best it can be at marketing to architects. Schedule your free, 30-minute consultation today to start reaching your marketing goals and learn more marketing tips.