Informative SEO-optimized articles in a blog help the firm’s site rank high on Google and catch prospective customers at different stages of the consideration process. The latter means engaging not only hot but warm and cold prospects as well.
A hot prospect already knows what he needs and is only looking for someone to get the job done — a professional Architect. But, as BusinessForArchitecture informs, hot prospects make up only 3% of the whole audience. Which means it makes sense to turn attention to the rest of the audience and cultivate relationships with them.
With warm prospects, to begin with — who realise they have a problem, but don’t know what the solution is. That is why they search for information related to their issues. For instance, people who want their house remodeled, but still unsure how to do it — on their own or with professional help. Definitely a promising segment which comprises 6% of the audience, according to BusinessForArchitecture. And, finally, cold prospects — the largest part of the market, 91% of it. They don’t know what they want yet, so they surf through the Internet checking out current trends and looking for inspiration and ideas.
So among all other architecture marketing trends, blogging stands out by its unique power to cater to all these groups. Which means not only to the first and the second ones, which is crucial but to the third one as well. For instance: a person is thinking about changing her house design, but has not made any exact decision about it yet. So, she starts a Google search and stumbles upon an article called “7 most popular apartment layouts” with useful tips and illustrations. The information is helpful, unique and nice to read, so she gets interested. She reads, feels inspired but realises that she cannot do what an expert can. So she wanders to the main page of the site, look up more information and books a consultation. Or, if she just wants to get more information for the moment, she subscribes to the newsletter — a great beginning of the relationship with the brand.