Architecture firms, just like most other businesses, are either active in the social media landscape or wondering whether they should be. With floods of media attention in the past several months about Facebook, Twitter, LinkedIn…(not to mention the massive amounts of Tweets about Twitter itself), it’s now widely accepted that social media marketing is an important element in your firm’s marketing/communications mix.
But it should be just that…an element in the mix.
Social media marketing has a small negative impact on your AEC firm’s bottom line. That low cost is especially attractive given the current economy. However, the firms that will survive and thrive will still include marketing efforts via more traditional channels. Why should you include more “expensive” marketing tactics in your budget this year?
Hit ’em where they ain’t!
If your competition is funneling all of their attention into the biggest and best social media campaign, a well executed outreach effort using other media is amongst less clutter. Please don’t confuse this point as saying “Don’t use social media.” Embrace the newest marketing channels, just don’t neglect the old ones.
They may actually be LESS expensive than they were.
Ad space, conference registrations, exhibitor fees…they all add up quickly. They are also all having to “sell harder” now than in the last few years. Early bird rates are being extended and print ad rates are being discounted. Just asking a few questions of your rep could save money but keep your firm’s name in front of your clients.
Different strokes for different folks.
The fact is that your entire target audience is definitely not covered by social media marketing methods. Regardless of the demographic you are pushing your message to, there are plenty of people that want (and need) to see it, but just don’t know it. That’s the place where more traditional marketing, advertising and sales kicks in.
A marketing mix is so-named because it is just that, a mix. Neglecting a well-rounded strategy in favor of trimming costs is likely equivalent to a short-term gain, long-term loss.