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Marketing in a post-GDPR and attention-starved world is harder than ever. There are, however, still glimmers of hope that shine brightly upon the marketing landscape, and if you employ these tactics, you’re going to be on track to realise some of the lead generation glory that your company deserves:
Understanding the customer: this should be first and foremost in your mind as a marketeer. The best companies in the world have a laser-focus on understanding their customer. Indeed, the bedrock of what we do at Wonderland Collective is customer-led strategy which is a process of asking your customers a series of deep and meaningful questions, the output of which we use to create marketing messages that speak directly to their requirements. One thing you can also look into is creating a buying persona which outlines who your customer is, what media they consume and what their particular pain is.
Storytelling: Gone are the days of merely creating a written case study of the work you’ve done for a client. The best A&D companies are telling stories about their projects; from videos outlining the sketching process to playful infographics presented in a dynamic and digital way for people to play with. The architecture and design industry has deep visual roots and these need to come to the fore in marketing – so look to create that deeply compelling and magical visual content instead of boring text.
VR and AR and the impact on BIM: Taking millimetre perfect scans of existing projects as well as creating VR-ready projects of your own is common place now and the price to produce this kind of content is dropping. We can also use 3D modelling and virtual scans to really beef up objects in BIM. We can also use VR-ready objects with BIM information in virtual environments to show what they will eventually look like. This is groundbreaking technology that should start being used by the marketing department to show what projects do and could look like.
Website features that act as lead generation tools; ease and accessibility: Face it – mobile is the de facto way that customers are accessing the internet and it’s your first impression. Does it take longer than 3 seconds to load? Too long! Is it easy to get in touch with you? Forms longer than 3 fields? That’s too long and too cumbersome! Being useful to the end client is the holy-grail of marketing in the B2B space and this means having digital tools that help the customer. Do you make balustrades? How about a pricing tool for potential customers to estimate their costs without contacting you? Do marble flooring? How about a tool that lets the potential customer take a photo and replace their flooring with your marble tiles? These kinds of tools sound trivial, but they get potential customers thinking about your product and if you do them properly, they act as lead generation mechanisms.
At the moment, marketing in the Architecture and Design space is incredibly dry and devoid of magic but it doesn’t have to be. If anything here piques your fancy, why not get in touch?