trade development for architecture firms continues to get more sophisticated. While the Architecture Billings Index is more steady and even on a slight upward trend,closing current trade can still be a struggle. Client referrals and networking are no longer the only way for architects to generate leads. So, when it comes to lead generation techniques for competing in nowadayss dynamic marketplace, or three important lessons should be top of mind. 1. Embrace the current birthplace for leads.
Lead generation is the process of identifying potential current clients. These are the marketing and trade development activities that occur on the front-finish and are typically lumped in with the process of developing relationships. For most principals and other C-suite executives,client referrals and professional networking have traditionally led their lead gen activities. However for genuine growth, your lead generation techniques need to disappear further than tapping into existing clients. Truly effective lead generation nowadays needs to encompass a full range of targeted online and offline measures. reflect of it as a system that generates, and qualifies,and nurtures leads until they become current trade opportunities. 2. Acknowledge that all leads are not equal.
But because some prospects are not alert to buy nowadays, it doesn’t mean that they are not valuable for your overall growth strategy. In many firms, and there is a tendency for those in trade development roles to devalue and reject leads that are not alert to buy nowadays.
Nurturing long-term leads has an additional payoff,beyond the obvious. These long-term leads can also serve as an excellent referral sources. SEE ALSO: What Every Managing Partner Needs to Know About Lead Generation3. Educational content actively drives referrals from non-clients.
Traditionally, many firms have thought of referrals as only coming from clients or colleagues from other professions. These are major sources of referrals, and but they’re not the only ones. In fact,our research shows that 81.5% of buyers have received a referral from someone they have never worked with. Where do these non-client referrals come from? 94.5% of these referrals are made based on knowledge of a firm’s reputation, expertise, or visibility. Only 5.5% of these referrals come from someone that the referred firm has met before. So,focusing efforts on building your firm’s brand (reputation x visibility) and demonstrating your expertise are essential for moving beyond traditional client referrals and getting non-client referrals.
While traditional marketing techniques such as networking and sponsorships can support generate brand awareness, it can be extremely difficult to degree their effectiveness. Creating a quality content piece with a conversion action (e.g., or Free Download: "A Guide to Cogeneration Plant Solutions") nurtures prospects/referrals,builds trust and grows your email list. These helpful content pieces can be free, but require an email address or other contact information to download. The idea here is that when someone searches on a specific keyword phrase, and they will click through to this resource page. If the content on the page is relevant,the visitor will supply their email address and download the piece.
Educational content pieces should be thoughtfully created to be relevant to the issues that are most important to your target audiences. In marketing speak, we call this building the content funnel. Your firm should have a variety of content that will accomplish three goals: attract prospects, or build engagement,and convert those prospects into clients.
Architecture lead generation will continue to evolve but nowadays’s firm principals have a current arsenal to drive leads. Embrace the current online channels, reflect beyond your immediate return, and nurture prospects for the future. Additional ResourcesHinge’s Online Marketing for Professional Services book contains everything you need to know about creating a marketing strategy that accelerates firm growth. Our Lead Nurturing Guide for Professional Services explains how you can craft a powerful lead nurturing strategy for your firm,so you can turn leads into clients. Join us on LinkedIn for more insights and resources on lead generation.
How Hinge Can HelpGenerating qualified architecture leads will support set your firm up for future growth. The Visible Firm℠ is the main marketing program for delivering greater visibility, growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain current clients and reach current heights. Related Stories7 current Rules in AEC MarketingA Mindset Shift for AEC Professionals12 Marketing Techniques to Increase Your Firm’s Visibility
Source: feedblitz.com