Architecture Marketing 360 - A CPD course for architects (2024)

Before We Begin sets the foundations for you to check your current performance and metrics - using analytics and metrics on your website, social media platforms and email list if you have one.

Later, you can refer to this data to measure your progress and see what activities and content are working, in terms of bringing on new enquiries, leads and clients.

Having visibility over your data and metrics will enable you to track your Return on Investment (ROI) on your time, money and effort spent on marketing, so don't skip this step.

It's a vital part of the Six Channel System. 

Catch up or rewatch the monthly Zoom Q&A calls

Module 1 sets the foundations for your future marketing plan and activities, by considering your Ideal Customer Avatars, for all of the sectors you are currently active in, and those you wish to pursue in future.

We'll also look at recommended marketing budget levels, starting with your current marketing spend, before you determine an appropriate market budget based on industry averages, your annual turnover,  and what feels comfortable for you at the moment, and into the future.

Module 2 unpacks the marketing concept of Unique Selling Proposition, or the attributes or qualities that set your product or service - and practice - apart from competitors.

There are two main schools of thought on how to identify your USP - also known as positioning - and this Module provides an overview of each, and some additional references to guide you if you'd like to spend more time on this topic.

Day 3 introduces the first of our six recommended marketing-channels: Referrals. 

Referrals is at the top of the list because word-of-mouth has traditionally been one of the best ways to generate new clients and projects for architecture practices. In fact, the Institute's Client Insights report found that 71% of clients prefer to source an architect via referral from a trusted source.*

Most architecture practices don't have a formal system in place to generate and use Referrals, so there is plenty of scope to make improvements to this channel. 

Rachael recommends you start by establishing a formal feedback loop, if you don’t already have one.

* The Institute's Client Insights report (2021) provides useful insights about what clients are seeking from architects, and Lesson 3 contains links to a blog article and the report itself if you'd like to learn more.

Module 4 is all about Channel 2 - Email Marketing, and how and why you should use it in your architecture practice.

Email marketing is one of the least well understood of the six channels, but it's a powerful tool when used correctly.

Capturing leads - or contact details for your ideal customers - via a lead magnet is a great way to start bringing more traffic into your pipeline.

Then, email can help you to nurture connections with your ideal customers and transform them into clients.

And by sending regular updates, you are constantly reminding your subscribers that you're available to help them solve their problems.

In Module 5, we're looking at Social Media, which is many architects' favourite marketing channel. 

I'll explain the key strategies around social media and suggest the most suitable platforms for you to focus on, so that you can easily be found by – and connect with – your ideal customers and potential clients.

The fourth Channel in the Six Channel System is Publishing; an old media channel that many architects are already familiar with.

Throughout my 20+ year career as a journalist - which has seen me conduct more than 2000 interviews with architects, and more with their clients and collaborators - I’ve observed two main areas of confusion around publishing:

• the first is understanding what strategy to use, and
• the second centres on the practicalities of making your pitch to editors or journalists.

This Module looks at both and provides plenty of actionable advice to help you publish your projects in a way that will speak directly to your ideal clients.

Module 7 is all about Channel 5 - Awards, and how to improve your entries to increase your chances of winning AND use them to speak to three key audiences.

This Module is an abridged version of my 2-hour CPD Awards workshop - which you can purchase here in CPD+.

This Module contains the resources from that workshop, to help you plan out and enhance any Awards entries you intend to submit later this year.

In Module 8, we're looking at Websites; the keystone of all your marketing activities.

You should be using the other five channels to attract and invite people to visit your website, where they can find out more about your practice, what you do, who you serve, and what sets you apart from your competitors.

Your website should also contain a clear Call to Action so that your customers can connect with you and start a conversation that may lead to a new project.

The final module sets out two possible ways for you to start taking action based on what you've learned, and you may have compiled your own list of tasks and activities to complete.