Marketing plays an integral role in keeping your firm afloat. The architecture industry, in particular, saw a massive decline following the onset of the COVID-19 pandemic. In fact, research by Appleseed Strategy showed that 70% of architecture firms experienced a drop in their billings during the second quarter of 2020.
Considering this, firms must build a compelling marketing strategy that invites new customers and retains the existing customer base. That said, marketing is not only carried out to attract customers. Instead, you can also create marketing campaigns to invite talented resources to add value to your organization.
How to Market Your Firm the Right Way
Let’s take a look at a few ways you can market your firm to attract customers and talent alike.
Perfect Your Audience Persona
The first rule of marketing is understanding who your audience is. Insights about your target audience tell you all you need to know about their wants, needs, and requirements – all vital info you can then use to create a marketing strategy.
It’s best to create customer personas to understand the people who want to buy from you.
This audience persona divulges the goals, struggles, and challenges your ideal customer or resource faces. When building this profile, consider:
- What are the challenges faced by potential customers/ resources?
- What problems they are facing and how you can resolve these problems
- What are their needs and requirements?
- What are their deal breakers, pain points, and values?
Answers to these questions can help you create an ideal marketing strategy that resolves their problems proficiently.
Moreover, this practice can also help you in other areas of business. For example, suppose you’re building an audience persona for people you want to hire. In that case, it’s best to work with professional recruiters to help you figure out who your best candidates are and how you can attract them.
Tailor a Result-Oriented Marketing Strategy
Marketing campaigns are successful when you use them to provide a solution to your clients. Your potential customers should be made aware that you’ve got the answer to their pain points. Show them what kind of results they can expect from you.
So, when you’re crafting the marketing campaign, consider the following:
- Mention the success rate of your firm
- Elaborate on any tailored solutions that you may have extended to your clients
- Discuss your strengths and how they have helped clients/employees in the past
Build A Brand
You can allow your business to stand apart by creating a brand that truly reflects your firm’s values. Brands attract talent and customers alike, as individuals want to work with industry leaders. Therefore, branding your firm should be an integral component of your marketing strategy. For effective branding, you must promote:
- Elements of your firm that makes you unique
- Your firm’s strengths
- Your firm’s unique values
- Your firm’s objectives
- Your brand story
Marketing your firm requires a combination of strategy and research. First, you can take the time to research your target audience and learn everything you can about their needs, wants problems, and the solutions they require. Then, based on this, you can build audience personas to craft a marketing campaign that informs the customers about how your firm can satisfy their needs.
Your firm’s marketing should also align with the business’s branding campaign. In doing so, you can invite more customers and employees to your page.
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