How to Target Architects and the Design Team: A Guide for Building Product Manufacturers
How to Target Architects and the Design Team: A Guide for Building Product Manufacturers
Targeting architects and the design team in the UK is crucial for building product manufacturers aiming to get their products specified in construction projects. Architects and design professionals significantly influence the materials and products used, making it essential to capture their attention and trust.
Understand Their Needs
Architects and design teams are driven by functionality, aesthetics, sustainability, and compliance with UK building regulations and standards. Products must meet these criteria to be considered. Therefore, it’s essential to thoroughly understand their needs and tailor your marketing messages to address these priorities.
To effectively market to architects, you need to understand them thoroughly. This involves looking beyond their immediate needs and considering the broader context of their professional role, including external pressures, job-site hierarchy, and internal politics that impact their decision-making process.
Architects need detailed, easily accessible information to make informed decisions. Your website and marketing materials should include comprehensive technical specifications, downloadable CAD and BIM files, case studies, testimonials, and detailed sustainability information. The easier architects find and use this information, the more likely they will specify your products.
Architects must persuade various stakeholders—senior architects, contractors, and clients—that your product is the ideal choice. To support them, include comprehensive information about installation processes on your product pages. Highlight any unique methods and ensure easy access to detailed instructions and videos.
Contractors are crucial in the decision-making process. Provide contractor-specific content and materials on your website, such as detailed installation videos and other relevant resources. This enables architects and other specifiers to address potential objections from contractors and establishes your company as a valuable resource for both architects and contractors.
Once you have established their needs, set about your strategy.
Marketing trends to help shape your company strategy
The Construction sector is an ever-changing and complex industry, and understanding its key drivers and trends is important. In an ever-changing marketplace, it’s always good practice to set aside time to reflect on your company’s marketing objectives and then plan for the days, weeks, and months ahead.
A range of marketing communication tools could play a defining role in your company’s marketing strategy within the Construction sector. Firstly, it is important to recognise that every business differs regarding resource levels, culture, skill sets, customer base, and aspirations. What is important for one business may not be for another. When reading through the suggestions, we recommend comparing them to your company’s position and goals.
The first essential marketing asset is content marketing. You most likely have already read about it, and the concept has been around for a while now. But how does it relate to your business, and how can you use it to help shape your strategy?
In real terms, it could be a case study where your company has been involved in a build project – whether designing the architectural plans, supplying building products, or overseeing the build process. You can develop the content and get testimonials from clients and suppliers. This collaboration and advocacy marketing helps to increase reputation and influence in your content and ultimately improves your position in the eyes of your audience. Creating this content tells your story and informs and educates your audience on how your company solves problems. Importantly, it will help to build trust and confidence in your brand.
Once your content is in place, you distribute it to the market via various marketing channels, e.g., email marketing, social media, website content, trade publications, and external blogs / online communities. Personalisation is key here. Make sure the content you have is relevant to each member of your audience and of value to them.
Offer Continuing Professional Development (CPD)
CPD is crucial for architects in the UK to maintain their professional qualifications. Offering RIBA-approved CPD courses is a powerful way to engage with architects. Develop courses highlighting your products' innovative aspects and applications in contemporary design. This positions your company as an industry authority and ensures your products remain top-of-mind for architects seeking to fulfil their CPD requirements.
Digital Marketing
Digital marketing is essential to reaching architects and the design team, where they seek inspiration and information. As mentioned, regularly publish high-quality content, such as blog posts, case studies, product insights and videos, that discuss industry trends, design challenges, and the benefits of your products.
Use social media platforms like LinkedIn, Instagram, and Pinterest to share visually appealing content. Show how your products are used in various applications and encourage user-generated content from completed projects. Effective email marketing campaigns can inform architects about new products, upcoming events, and CPD opportunities. Personalise your emails to reflect the recipient’s interests and past interactions with your brand.
Like most businesses, being found on Google is essential for reaching architects and the design team. Implementing a robust SEO (Search Engine Optimisation) strategy ensures that your products appear prominently in search results when architects look for building solutions. Focus on keyword research to identify terms architects use, optimise your website content to include these keywords, and ensure your site is technically sound with fast loading times and mobile compatibility. Regularly updating your site with fresh, high-quality content can improve your search engine rankings.
Trends, Innovations and Collaborations
The construction industry never stands still. Staying informed about the latest trends, materials, and technologies that influence architectural decisions is essential. Regularly update your products and marketing strategies to align with these trends. For instance, your product offerings should reflect the growing emphasis on sustainable building practices and smart technologies.
Actively seek opportunities to collaborate with architects on pilot projects or design competitions. This showcases your product in action and helps build a portfolio of high-profile applications. Consider sponsoring architectural awards or competitions to increase brand visibility and align your products with innovative design solutions.
Targeting architects and the design team in the UK requires a strategic approach that combines a strong SEO presence, CPD initiatives, comprehensive resources, and robust digital marketing. Building product manufacturers can successfully position their products for specification in high-profile building projects with consistent marketing and by demonstrating value and maintaining an innovative edge. This will ensure your products stand out in a competitive market.
In conclusion, the Construction industry is a complex and broad sector. Companies and brands are facing new and ever-changing challenges and disciplines, such as sustainability, BIM, off-site/modular construction, and innovative technologies. How do you survive and thrive in such conditions?
Hopefully, after reading the above article, you can determine which marketing communication tools may influence your company and consider how they can influence your marketing strategy going forward. It is important to understand how we communicate in the sector and how you deliver your message to your audience. By getting it right you will be able to have maximum impact on your company success and the construction sector as a whole.
Speak to Time54 about your construction product website
Time54 help construction companies to increase product specification through strategic marketing strategies and engaging website design. Get in touch at info@time54.co.uk to find out how we can help you attract specifiers and influence decision makers.
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