How to create a marketing strategy around specification

Effective marketing is about generating leads and nurturing them to drive successful conversions. This requires being able to answer the following questions:

• Who are your customers?
• What are their needs?
• How does your business meet those needs?
• What value does your product offer?

By understanding the RIBA Plan of Work and the specification process, you can better address these questions and create a more targeted marketing plan that engages the decision-makers responsible for specifying products on a project.

The Specification Marketing Cycle

The traditional marketing funnel consists of four stages: awareness, interest, consideration/desire, and action. It demonstrates how a user moves through various stages of interaction with your brand.

This funnel represents how a customer initially becomes aware of your product or service, learns more, recognises their need for it, and ultimately makes a purchase.

Rethinking the Marketing Funnel

With a deeper understanding of the specification process, we can re-imagine this funnel as the

Specification Marketing Cycle:

1. Awareness
   • What it means: In traditional marketing, the awareness stage involves customers discovering your brand. The specification process includes architects seeking specific products to meet initial project requirements or exploring options to fulfil descriptive needs.
   • How to engage: Use NBS Source to list product data, offer training through RIBA CPD to build awareness, and leverage NBS marketing services to promote your brand.

2. Interest
   • What it means: Customers who become more interested explore your product/services in detail. Architects in this stage begin identifying products that meet their requirements, using tools like NBS Source or contacting you directly for more information.
   • How to engage: Utilise NBS Source and Chorus to align with specifiers' needs for product research and provide educational guides, case studies, and videos on your website. NBS marketing services can further support your outreach.

3. Selection
   • What it means: Traditionally, this stage is 'consideration,' where users evaluate products based on trust and comparisons. The selection stage of the specification cycle is where architects actively assess your product's performance against their criteria.
   • How to engage: Ensure all relevant performance data and certifications are available in NBS Source and Chorus. Audit your online footprint (e.g., Google My Business, Trustpilot, social media), share case studies, and gather customer testimonials.

4. Specification
   • What it means: Known as 'action' in the traditional funnel, this stage involves a commitment to purchase. The specification cycle represents a specifier's decision to include your product in their specification.
   • How to engage: Make it easy for specifiers to add your product to their specs. Using NBS Chorus simplifies this process, increasing the likelihood of your product being selected.

5. Construction & Purchase
   • What it means: Inclusion in the spec is seen as a conversion, but a true conversion happens when your product is ordered and installed.
   • How to engage: Track the project through NBS & Glenigan and provide ongoing support. Offer all installation and warranty documentation to ensure correct implementation.

6. Re-engagement
   • What it means: Architects frequently start new projects, and positive experiences with your products can lead them to specify your brand in future work.
   • How to engage: RIBA CPD is a great way to keep architects informed about your products and expertise. Consider creating targeted CPD material for specifiers you've previously worked with, tailored to their specific project types.

Marketing Tips and Tricks to Reach Specifiers

Now that you know how the specification process redefines the marketing cycle, here are some quick tips to improve your outreach to specifiers:

• Be found in search
  • Use tools like Ahrefs, Majestic, or SEMRush for keyword research to understand how people search for products like yours.
  • Focus on specific, targeted search terms relevant to specifiers rather than broader keywords.
  • Incorporate these keywords into your website and create additional content, such as guides.
• Educate Specifiers
  • Use your website to build authority with blog posts, guides, and educational resources.
  • Engage with specifiers on social media by sharing your content and expertise.
  • Consider developing RIBA CPD material, a valuable resource for specifiers' ongoing training.
• Improve Information Hierarchy
  • Ensure your digital and traditional product datasheets and brochures are updated and accessible.
  • Use tools like NBS Source to organise all relevant product data, performance metrics, and certifications.
• Set Realistic Budgets
  • Focus on tools that deliver the best ROI.
  • For example, NBS Source directly connects you to relevant specifiers, offering better value than broader methods like paid Google ads.