Why Architects Should Start Blogging Today
In our previous blog post we touched on how publishing a blog can help you to market your architectural services. In this post we’re going to go into a little more detail and explain some of the different ways that blogging can help your business.
Blogging isn’t just a hobby or an outlet for people who think of themselves as writers, nor should it be a last minute addition to your website just because everyone else has a blog and you feel like you should too.
On the contrary, blogging is an incredibly powerful and cost-effective method of supercharging your marketing plan and it’s also easy to get started within just a few hours.
So why start a blog?
Tap Into an Audience of Millions
One of the main reasons why blogging is so powerful is the potential number of people that could be reading what you write. Popular blogs attract millions of visitors every month and the most-read posts may have thousands of comments.
While an architecture blog is not likely to have the same readership as the largest news and technology blogs, it’s still possible to attract tens of thousands of visitors to your site with good content and a solid marketing plan.
Compared to traditional advertising, blogging has a much higher potential reach. Consider the example of having your work featured in a magazine editorial. While this is certainly a nice ego boost and can add some credibility to your brand, it’s only going to be seen by the people who read the magazine. Even if you’re lucky enough to be featured in one of the more popular design magazines with a readership in the hundreds of thousands, this still pales in comparison to the number of people reading blogs every day.
You’ve probably heard the term “going viral,” which is used to describe when a blog post or news article has a surge in popularity. This is made possible by the ease of sharing information on the internet. Excellent content is shared over email, on Facebook, Twitter and other websites, expanding the potential readership far beyond the regular readers of your own blog.
Creating a popular post like this is no mean feat and it takes a fair amount of blood, sweat and tears to build up a blog’s readership to such dizzy heights, but the potential of blogging to reach an extraordinarily high number of readers (and potential clients) cannot be ignored.
Add Personality to Your Website
Your business website is a great place for showcasing your work and providing prospective clients with useful information about your architecture business, but it can be tricky to connect with people on a human level.
While clients may be impressed by your portfolio, it’s not only your previous projects that win business. People generally prefer to work with service providers that they like and it’s much easier to charm clients in a face-to-face meeting.
While it’s true that words on a screen will never take the place of real human contact, adding a blog to your site can give a “human” edge to your business and inject some personality into your otherwise overtly professional website.
Whether you prefer to write in a casual or more professional style, giving your readers a glimpse of your business behind the scenes can make a big difference when it comes to winning clients. By reading your blog, prospective clients may start to feel like they already know you before you even meet.
People typically make decisions based on emotion over logic; doing nothing other than blogging about your work could make you a more attractive prospect than your competitor.
Showcase Your Expertise
Blogging is an excellent way to demonstrate your knowledge in your area of expertise and helps to build your brand and authority. When you’re thinking of topic ideas for your blog, it can be helpful to put yourself in your client’s shoes. Writing about subjects that may seem superfluous to other architects could be incredibly helpful and informative for potential clients.
For example, you could write a blog post or a series of posts with a step-by-step guide for planning a home attic remodeling project, covering everything that needs to be done from initial ideas, through applying for planning permission, buying materials, choosing an architect and completing the project.
A project like this may be a very simple undertaking for most architects, but anyone without previous experience in the area probably wouldn’t even know where to start. Rather than going directly to an architect, the average person would most likely start searching the internet for helpful information when the idea first pops into his head.
If he then finds your blog with lots of helpful tips, ideas, and things to think about, he’ll begin to build trust in the service you provide, based on the information you’ve provided in your blog. When it comes to the time when he is ready to hire an architect, it’s likely that your business will be the first that comes to mind as you’ve already proven you are knowledgeable in the area.
Giving information away for free in this way can be an excellent marketing method. By teaching people new information, you are defining your authority as a business, demonstrating your architectural knowledge and inviting interaction on your website. You’ll find whatever you give away for free is worth the effort as you’ll get back so much more in terms of exposure and client engagement.
Explain Your Work Process and Methods
You may have a “frequently asked questions” page of some sort on your website but writing a blog gives you much more opportunity to expand on this and provide information about the technicalities of working with an architect that is both useful for prospective clients and great for bringing traffic to your site.
Clients want to know what to expect when they start working for you and the positives of blogging about this are twofold:
- You’ll increase your client’s sense of security in the early stages of your working relationship and help them to feel confident about working with you.
- Answering typical questions about working with an architect can bring in extra traffic from people searching for the information you provide.
For example, you may want to cover subjects such as:
- Typical cost of different types of projects
- Average project duration
- How architects plan and organize a project
- If you need an architect for a particular project
- What to expect when hiring an architect.
If you take care to write the blog posts answering these questions to be optimized for search engines, this can be a great way to bring some potential clients to your blog. You can then subtly link back to your portfolio and contact page and wait for the clients to come for you.
Start Blogging Today
It’s so cheap and easy to start a blog and there are so many benefits, you’d really be missing out if you didn’t use this online marketing technique to its full advantage. It can be easy to overlook simple ideas like blogging and put off starting until a later date, particularly when you are busy with client work. However, it’s important to set aside time for marketing your business and blogging is one of the easiest and most effective ways to do so.
Anyone can set up a blog within minutes on one of the free hosted blogging platforms like Blogger or WordPress.com. You don’t need to spend hours every day writing to be successful with blogging – posting just once a week could make a big impact on your overall marketing efforts over time.
Don’t put off until tomorrow what you can do today – start a blog, brainstorm some topic ideas and just write. Consistent effort really adds up and even just netting one client from your blog could make the time spent well worth it.