Marketing to Architects in the Digital Era: How to Showcase Your Brand Worldwide
According to a recent research carried out by RIBA in partnership with Microsoft, called “Digital Transformation in Architecture”, 87% of architecture firms agreed that digital technologies are transforming the way they work and most of them have already embarked on their digital transformation journey. The study shows that professionals in the Architecture field are easily embracing digitalization with the adoption of 3D computer-aided design, and moving fast towards Building Information Modeling (BIM) and the Internet of Things (IoT).
At the same time, although architects may seem digitally disruptive within the construction industry, they have nevertheless maintained other more traditional ways of conducting business. One example is how they relate to manufacturers of building materials and products. Or more specifically, their behavior as customers towards these types of companies. In a nutshell: Architects don’t want to be sold to and they don’t respond to traditional sales pitches. On the contrary, they want to be involved in meaningful conversations where they can keep learning about innovative products and be updated on the best solutions available in the market.
In times where everything is going digital, how to connect with an audience that doesn’t want to be bothered with calls or emails? How to showcase your products so that architects can get to know -and hopefully get to love!- your brand? The easy answer to these questions is to be present in the digital channels where architects are spending their time. For example, when searching for information that is relevant to their work.
During their creative process, architects are constantly sourcing for a specific type of content that manufacturers could easily provide: photos, videos, case studies, tutorials, brochures, AutoCad, Revit or 3D files. The challenge is to understand how and where to deliver that information, as well as being able to measure the impact of each action.
The cornerstone of a successful digital marketing plan is being present where your target audience sources ideas and inspiration, and at ArchDaily we understand this pretty well. Since 2008, we have educated architects with curated high-quality content, covering projects, products, news, guides and interviews. This is why architects love and trust ArchDaily and why we are the World’s most visited architecture website, with almost 18 million monthly visits.
Positioning your products in ArchDaily will associate your brand with value and trust among the biggest global network of architects. In addition, you will have the opportunity to improve your brand’s Google ranking through search engine optimization, as a benefit from ArchDaily’s own traffic.
How does this work?
At ArchDaily we offer free and simple access to over 50,000 architecture projects and the products used in them, building trust by sharing vital specs in real case studies. Reviewing other projects is essential for architectural practice, since professionals need to have an idea of how a material or product will look when applied to a building, instead of just seeing a stand-alone product with no context. This helps architects gather references of solutions for new and innovative ideas, while giving architects the chance to discover new brands through exposure to new products and materials.
This brand awareness is enhanced with the ArchDaily Membership, which includes an exclusive company microsite -hosted on ArchDaily- linking to product and content pages where your brand can showcase your solutions. Architects will have the chance to contact your company, ask for quotes, request samples and also see how your products look applied on other projects that are already published on ArchDaily.
With the expertise of our editors -which is a vital part of our Memberships- the product and content pages will display meaningful content for architects, such as tutorials and technical guides. It will also showcase collections and families of products, so that architects can understand your brand’s value proposition in one simple view.
You will also have access to a metrics dashboard where you will find key intel & performance tracking which captures every click and interaction architects make with your brand and products on ArchDaily. These metrics will allow you to better understand how your brand is being perceived, what brand exposure you’re receiving, and all the data you’ll need to make strategic business decisions.
You can rely on our expertise in digital media and architecture to plan and validate your digital marketing strategies (even if the advice pertains to actions outside of ArchDaily).
Through the ArchDaily Membership you can position your brand and products as relevant content to maximize engagement with architects. With the help and advice of our editors and digital marketing experts, we create your company profile and product pages focusing on what’s relevant to architects. They also include:
– Brand Presentation. Your own dedicated microsite within ArchDaily.
– Content Marketing. Via newsletter and editorial content.
– References. Connecting your brand and products to projects.
– Traffic drivers. Ads on our homepage, news, article and project pages.
– Analytics. Via a live metrics dashboard.
ArchDaily offers free and straightforward access to over 50,000 projects and the products used in them, building trust by sharing vital specs in real case studies. Become part of the world’s largest architecture and design community and start using our packages to make your presence felt now!