Jump start 2017 with these useful marketing suggestions that are both relevant and achievable for any architecture firm. Contact us if you need guidance!

1. Marketing Tips for your Architecture Firm
Free marketing tips that are both
relevant and achievable!
Since 1985 EdOutWest has been a full service marketing firm that helps businesses and
organizations market themselves online and in print. We turn your marketing goals into
real-world, cost-effective solutions that increase your leads and grow your business.
Contact Lisa at 303.847.1533 or Lisa@EdOutWest.com
Frustrated with finding marketing suggestions that
don’t relate to your business? Ones that expect you to
have a huge marketing budget and an even bigger
staff to get it all done?

2. Creative Strategies in Pixels & Print
Your Architecture Firm Needs a Professional Website
A website is one of the most important online tools you can invest
in to promote and market your business. It is your online
storefront, your 27/7 sales person, and in many cases, it will be
someone's first impression of your business compared to your competition!
There are many parts that make up a great architecture firm’s website:
• Make sure it’s mobile responsive because people are searching for your services on their phones. A mobile responsive
website is one that displays properly on any mobile device. Don’t get penalized by Google: Google Search has expanded
its use of mobile-friendliness as a ranking signal. This change will affect mobile searches and will have a significant
impact in whether your website comes up in Google Search results.
Does your website pass Google's mobile friendly test?
Find out here: https://search.google.com/search-console/mobile-friendly
• Your site should be designed with a clean modern look, professional photographs of your work, strategic messaging and
easy navigation.
• Add CTAs. A “Call To Action” is a powerful tool on any website to drive engagement and to get visitors to take the next
step in the sales funnel. Make sure you include at least one. Here are a few examples: “Sign Up For Our Monthly
Emails” “Read our Latest Blog Post about ***” “Awards We’ve Won.” Make sure each of these CTAs goes to a specific
landing page on your site that provides more information.
TIP: As part of your on-site SEO strategy, create a Blog and post educational content on a regular basis (once monthly,
minimum). Share case studies, architecture industry trends and news your customers will find useful. A blog provides you
the opportunity to establish yourself and your company as experts in your industry.

3. Creative Strategies in Pixels & Print
Find Out Who Visited Your Website.
Wouldn't it be nice to know what companies have
visited your website and what path they took while there?
Visitors Always Leave a Trail.
Your sales team can really benefit from tracking prospects earlier
in the sales cycle, and then react quickly to visitor interest.
Let’s say a prospect is researching your website for information on your products or services. You will see their interest
before they even decide to contact you for more information! With this valuable information you can:
• Inform your inside sales team, who can contact the interested party right away, rather than waiting for a lead
conversion event.
• Not ready to make the first move? When that lead contacts you, you will already have a wealth of information about
their needs and level of interest because you already know who they are and the pages they visited on your website.
• You can also use this information to segment your leads and provide inbound marketing content to move them
through your sales funnel.
Who Visited Your Website reports provide you with:
• Company Name
• City and State
• Website Address
• Contact Name and Title (These reports do not tell you the exact person who visited your website.)
TIP: Understanding which of your marketing channels are driving the greatest number of companies to your website can
increase your conversions.

4. Creative Strategies in Pixels & Print
Email Marketing for your Architecture Firm
The benefit of email marketing is to stay top-of-mind
with your current clients, and to introduce your
services and products to potential customers.
Here are some ideas on what to include in your emails:
• Your latest project with a brief description (include link to more details on your website) or a new bid you just won.
• Useful information and interesting facts about the architecture industry.
• Include in all emails that Customer Service is important to you. Add a button they can click to email your customer
service or sales team if they have a question or concern. Always respond promptly!
• Feature an employee and their expertise.
• It’s important not to oversaturate your contact list with too many email campaigns. Send just 1 or 2 a month.
• Add social media links to increase your audience on your social media pages .
• Include a link to your website as well as contact information like phone numbers, etc.
• Share your blog post content.
TIP: Include a way for someone to Opt-In to receive your emails. Include this on your website, social media, email
signatures, blog posts, etc.
TIP: If you have segmented contact lists, this is a great way to send specific information to each list that is relevant to
them and their interests.

5. Creative Strategies in Pixels & Print
Local Search Optimization for Your Architecture Firm
To get discovered by local customers online it’s important to be
visible in search engine results when your potential customers
search for related keywords associated with your products
and services.
What you can do to make sure you come up in Local Search results:
• Pay attention to your NAP (Name, Address, Phone). To rank in local search, it’s important that all of the listings for
your business have the exact name, physical address and local phone number across all digital channels.
• Set up your Google My Business page. Add your hours and other valuable information to help searchers choose
your business from the list of results. Adding pictures to your profile is also a big conversion booster.
• Be Active on Google+. Since Google+ is tied directly into Google My Business, being active on your profile will work
towards ranking your listing even more. (More about this on the next page)
• Include local keywords on your website for example: “Our Denver Architecture Firm offers…”
• Ask for online reviews. Whether it’s via email, on your website, on social media, or in person, there are multiple
channels to ask for reviews. The more customer reviews your listing has, the better it will rank.
• Claim and manage your listings on: SuperPages, Localeze, Yelp, CitySearch, Google, Bing, YP and more.
TIP: Across the board, optimize the content about your business by referencing local and industry keywords.

6. Creative Strategies in Pixels & Print
Using Social Media for Your Architecture Firm
Social media has become a mainstay in the way we
communicate, consume news, and share content.
What to do on social media:
• Create a company page on LinkedIn, Facebook, Twitter and Google+. Make sure your content matches each audience. For example, LinkedIn
is “all business” while posts on Facebook can be more lighthearted in nature. Have videos? Create a company YouTube channel.
• Share great content on a regular basis. Social media is the perfect avenue for sharing content about the construction industry and about your
business in particular. Pushing out valuable content such as blog posts, videos, and industry facts provide you the opportunity to establish
yourself and your company as experts in your industry.
• Link back to pages on your website or industry sites that offer useful content. If you’ve written a blog entry on your website, share.
• Content with an engaging image will be seen by more people than just text.
Remember to complete all the About Us company information on your social media pages. Include pertinent keywords and phrases.
TIP: On LinkedIn join Groups where your potential customers are. Then share your expertise, projects, case studies, etc. Always link back to
pertinent pages on your website. (Too many times I see our clients have only joined industry groups, which are filled with competitors.)
TIP: Connect with happy clients on LinkedIn, the ask them to write a testimonial (it will then appear on your profile page.) Not sure how? Ask me!
TIP: Own The 1st Page of Branded Search Results. Most potential customers conduct some sort of online research before purchasing a business
product or service. Besides your company website, what else shows up in their search results when someone searches your company name? Your
Competitors? Really old content? This is a question you want to have as much control over as possible. Having multiple social media accounts that
have accumulated followers and are updated regularly is one of the best ways to ensure your organic search results are dominated by your brand.

7. Creative Strategies in Pixels & Print
Other Opportunities For Architecture Firms
The most successful architecture firms have
multiple “client-obtaining” channels. The key is to
have several of these channels working for your
business at the same time.
Here is a list of some opportunities to pursue:
• Find Referral Partners or Power Partners. They can play a big role in referring business your way, and visa versa.
• Ask Previous Clients. If you don’t ask, the answer is always No. So ask happy clients for a referral or an introduction.
• Networking Events. Choose the ones you’ll attend carefully so your time is well spent.
• Speaking/Seminars. Search out speaking opportunities.
• HARO. Help A Reporter Out is a great resource for opportunities to share your information/insight with reporters who need to write articles.
• Join Industry Associations. Broad industry associations offers you a way to meet referral and power partners.
• Join a Municipal or Community Board. These opportunities open up a vast resource of being In-The-Know.
• Tradeshows. Depending on the event, this can be a great way to get in front of potential business.
• Write an Article for a Local/Industry Publication. Review relevant publications and reach out to them to share your expertise.
• Sponsor a Local Event. This is another way to get in front of prospects, but consider the ROI (return on investment) before committing.