Jon chats with Susie Lober, a marketing expert with over 20 years of experience working with architects. Jon and Susie discuss the pressures and challenges of modern marketing for architecture practices. They highlight the importance of focusing on quality over quantity and avoiding common marketing time wasters like chasing trends, fixating on social media metrics, producing content without strategy, endlessly tweaking websites, and ineffective networking. Susie emphasises the need for a sound marketing strategy, following up on networking efforts, and building trust with potential clients. The conversation underscores the value of intentional and consistent marketing efforts.

Today’s Guest

Susie Lober helps architects harness the power of marketing to get more of the work they want. If you're feeling overwhelmed by all the different marketing tools and tactics, Susie will help you identify what's most relevant to your business with down to earth practical advice. She is a Fellow of the Chartered Institute of Marketing with over 20 years experience marketing for architects both in practice and independently. She is also an editor of the RIBA publication ‘Cambridge Architecture’.

Episode Highlights

00:00 Introduction

00:44 Meet Susie Lober

02:30 Biggest Marketing Time Wasters

02:56 Chasing Trends in Marketing

07:22 The Pitfalls of Social Media Metrics

11:20 Creating Purposeful Content

14:17 Website Tweaks and Their Impact

29:10 Effective Relationship Marketing

36:54 Consistency in Marketing Efforts

46:16 Final Thoughts and Takeaways

48:20 Travel and Personal Recommendations

49:48 Conclusion and Contact Information

Key Takeaways

Focus on What Matters, Not Just Trends

You don’t need to follow every new marketing trend. Instead, think about where your audience is and what they care about. If your customers aren’t on a certain social media platform, you don’t have to be there either.

Quality Over Quantity in Content

It’s better to share helpful and interesting content than to post all the time. You don’t have to post every day. Make sure what you share is useful and fits your business. This way, people will remember you for the right reasons.

Build Real Relationships and Keep in Touch

Meeting people is just the start. You need to follow up and keep in touch with them. This helps you stay in their minds, so when they need your help, they will think of you first. Little and often is better than doing a lot all at once and then stopping.

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