See How Architects Use Video Marketing to Attract Clients
How Can Architects Use Video Marketing to Attract and Win New Clients?
The number of global internet video users is on track to reach 1.9 billion by the end of 2021. Video dominates overall internet traffic - and it's easy to see why: Video is easier to consume than a long piece of written content. Add to that the fact that videos will also account for 82% of all internet traffic by 2022, and you’d be crazy not to capitalize on this marketing opportunity.
Adding video content to your marketing strategy can help you boost brand awareness and recognition. Branded videos help you to establish your credibility and authority in your industry and start generating new clients.
If you’re not sure how to start adding video to your current marketing strategy, check out these eight tips to help you get started with video marketing and set your architecture firm up for marketing success.
1. Create Videos About Your Process
Your potential clients may already have seen well-produced videos that showcase an architecture firm's finished projects, and they expect videos to be good quality and full of useful and helpful information.
So, what does it take to create a well-produced video production of your next project? Where do you start? Start at the very beginning; don’t wait until you're done with a project, only to realize the major steps and milestones you could have been documenting along the way. Use video to share each step of a project's progress with your audience, and make sure that video also showcases your unique approach and design process as well.
VIDEO DRAWS PEOPLE INTO YOUR WORLD
Videos are powerful tools. Offering a behind-the-scenes look into your work routine can spark interest and intrigue. And, the active, visual nature of video helps you build rapport with your audience.
Nearly 94% of people are more likely to show loyalty to brands that are more transparent online about the way they work. Your prospective clients want to learn more about how your architecture firm works, how architectural services are actually delivered, and what they can expect if they work with you. By creating behind-the-scenes videos you can help give them an insider look into your firm and how you work.
Use videos in your marketing efforts to offer:
- Insights into your design approach and process
- What a client can expect from the start, through the construction process, and beyond.
- Expert insights into architectural design they can't find anywhere else
- Exclusive content that sets you apart from competitors
KEEP IT SHORT. KEEP IT SIMPLE
Try to make your work process videos brief, under two or three minutes. Instead of covering every detail in one long video, break up a single project into multiple videos, highlighting different steps, decisions, milestones, and insights. If you post your project progress as a series of videos, you’ll build suspense and generate more interest. People will follow you and come back for more videos because they’re eagerly awaiting for the next part of the series.
2. Share Your Stories (Instagram and more)
First, a couple interesting statistics about the power of video to tell stories and make them memorable:
- Videos shared on social media generate 1,200 more shares than text and images combined.
- A recent study found 80% of people can recall promotional online videos they've seen in the past 30 days.
- Adding videos to your website's landing pages can increase conversions by 80%. With an effective video marketing campaign, you can boost brand awareness and spread the word about your firm.
MAKE INSTAGRAM STORIES WORK FOR YOU
Consider using Instagram stories to keep your audience engaged.
People who are already following you or your architecture firm on Instagram will receive a notification if you go live on Instagram Stories. Creating a Story could help you draw prospective clients' attention, even when they don’t spend a lot of time scrolling through Instagram.
Try to keep your Instagram Stories short and entertaining. For example, you can offer a brief look into what you're working on for the day.
You can also use Stories to showcase your industry experience and expertise.
As you start implementing these tips on using video content, take time to look at your data: Which Stories are drawing the most views and engagement? Use what you learn from your data to make informed decisions to create more of the most relevant marketing content for your audience in the future.
3. Illustrate Future Work, Concepts, and Results
Show off your creativity and help people visualize your architecture projects by creating 3D and virtual walkthrough videos working with renderings and actual project photos. This is a great way to share your completed work, as well as concepts and unbuilt projects.
With 3D videos, you can show projects in different stages, share before and after, and compare rendering to result. Your video of your project can help people visualize future renovations or the end result of a project they have in mind.
Make sure to share your videos on your social media profiles to help drive people to your website and your portfolio.
4. Film Testimonials
Of course a happy client testimonial is always great word-of-mouth for your architecture firm. Statistics prove that: 95% of people read online reviews before they decide on making videos, purchase or hiring professional services. In fact, over 90% trust peer recommendations.
Now, think of video testimonials as the 21st century’s approach to a great “Word of Mouth” online review for your firm.
Invite your happy clients on Zoom for 20 minutes each to speak about their experience working with you and your architecture firm. Have a handful of questions ready to guide the conversation. When they say something wonderful, go ahead and ask them to repeat it just to be sure you have a good clip to use for your video.
You can add images of the project over their comments, or have your clients give a video tour of the finished building you worked on together.
Testimonials work as a form of social proof. You can show prospective clients you're able to meet and exceed their expectations. With video testimonials as part of your digital marketing strategy, you have more content to share on your website and social media to help build trust and generate qualified leads.
5. Answer Prospective Clients’ Questions
Use live video sessions to host Q&A sessions. When used correctly, live Q&A sessions are powerful digital marketing tools.
A few key steps to getting the most value from your live video Q&A:
- Make sure to announce your live Q&A session ahead of time to draw in an audience. Send out an email marketing campaign, announce it in a few posts on your architecture firm’s social media accounts and your own, and share with project partners and clients.
- Encourage attendees to submit questions on the architecture industry in advance of the live session.
- Before you start the live session, take time to review questions and prepare some notes. Then, go live to share answers and provide prospects and clients with the insights and info they want and need.
Take advantage of live video to project updates when you're on location at a project site.
Live videos tap into the fear of missing out (FOMO) too: People will want to watch your content before it disappears.
If you record the video, you can follow up with an engaging email campaign to send the recording or a link to viewers and those who missed it. Be sure the email includes an easy way to call or make an appointment with you.
6. Offer Helpful Tips and Insights
Set yourself apart as an industry expert by offering genuinely helpful tips and insights. Let’s face it, most people still don’t understand all an architect does. What may seem run-of-the-mill information to you is likely to be eye-opening for those outside the architecture and construction worlds.
Videos that share your insider insights will help viewers in their future project, and position you as a trustworthy guide who knows how to overcome complex architectural challenges and help them avoid common pitfalls in the building design, interior design and construction processes.
Here are a few other ways you can leverage your expertise.
7. Show Off Your Work
Just completed a phenomenal architecture project? Video makes it easy to give people a guided tour through current and completed projects. Talk them through why you made the design choices you implemented. Show your expertise and build that relationship with inspiring imagery of your beautiful residential or commercial design work.
Share these videos on social media and add them to your website, including them with the details of the specific project in your portfolio or in a blog post.
8. Give Your Marketing Efforts a Video Boost
By implementing video into a cohesive content marketing strategy, you can use the video content you create to enhance your current marketing efforts.
- Upgrade your online presence (website, blog, and social media) by using video to show your work, introduce your team, and share your expertise with potential clients.
- Have a well-performing blog post? Give it a refresh by adding a video.
- Sending out an email newsletter? Embed a video showcasing a completed project.
Video is an excellent tool for marketing any business, and architects have a great advantage of doing highly visual and inspiring work - perfect for video.
We’ve shared these eight tips to help you get started with video marketing for your architecture firm. Choose one idea and start small. Get comfortable and make video part of your marketing routine. You’ll find it can help you engage and attract new prospects and build greater awareness of you and your architecture firm.
Still feeling stuck or a bit overwhelmed? We are here to help.
Schedule a meeting with our team today to get started.
Archmark, a leading marketing agency for architects, has helped more than 3,000 architects use branding and marketing to attract, find and connect with better clients & projects.
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