Architectural marketing: B2B vs B2C
The marketing scope and the channels used vary considerably, depending on the type of practice. Although there are many criteria to divide the architecture into specialisations, the most relevant for marketing is whether you serve businesses or individuals.
You may also further divide B2B and B2C architectural services based on the specialisation area and subsequently on the typical project parameters. Each architecture field will host a number of practices competing within their subsegments. They will vary based on a price range (i.e. budget, standard and luxurious), project duration or technical complexity.
Your marketing efforts are defined by who your clients are. There is a big difference between promoting architectural services to business clients and individuals.
1. Promoting architecture firm to individual clients
Individuals usually need help with residential properties. They are not homogeneous as a whole, but you may be able to approximate their distribution of demographic features developing several client personas. Their demand for specific services is defined mainly by the area where they live or want to move, disposable income and family circumstances.
They will interact with your practice in their free time and discuss the project details outside their working hours. For them, it’s an extracurricular activity they undertake because they care about their habitat.
When promoting your services to them, you will likely have to appear to many potential clients before finding those interested. That places emphasis on using scalable channels of communications like social media, mailing list and ads. You will only be able to afford personal contact after they show interest in your services.
2. B2B architectural marketing
B2B projects in architecture may take longer and be more complicated than those delivered to individuals. At the same time, your clients may be large institutions or other building industry firms working alongside you. That means you will have more contact with them and stresses the importance of maintaining the relationship. It also puts your qualifications and portfolio at the spotlight, especially if you compete with your peers to win the project.
Email marketing is the primary tool when it comes to B2B marketing in architecture. According to one of the top marketing software companies, HubSpot, 93% of marketers use e-mail to contact their leads. B2B clients are also commercially oriented. Make sure to appeal to their interests when communicating. Mention qualitative, precise parameters like the value, cost, time, and resources related to the project.
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