Why (and how) is social media for architects so powerful? It has the potential to impact your business in ways you can't imagine―especially when done consistently and correctly. Architects are already so skilled at creating beautiful design to feature online. The next step is learning how to communicate your value.
On the whole, social media has become an essential tool for businesses to market their products and services, and the architecture industry is no exception. With social media platforms like Facebook, Twitter, Instagram, Pinterest, and LinkedIn, architects have a unique opportunity to showcase their work and build their brand.
Moreover, social media marketing is one of the cheapest ways (free, in some cases) to market your architecture firm and engage with current and potential clients. Let’s explore some tips and strategies for using social media as an architect to increase your visibility and reach.
Reach many ideal clients in a short time
Good social media marketing promotes a person, product or service with specific strategies that quickly reach a high number of ideal clients. Social media is so powerful that a simple message can be liked, shared, tweeted and shared again. Before anyone realizes it, thousands of people all over the world (or more) can see that same message in just one day.
With this modern-age tool, information is instantaneous and deliverable from any platform. You can find almost any business, product or person via a search bar and you have all the information within just a few clicks.
Social media platforms reach over 2.5 billion people across the globe; though without an implemented understanding of how to grow your following, your posts may not reach their full potential.
How to define and reach your target audience with social media
The first step to effective use social media is the understand who your target audience is, what their needs and interests are, and where they spend their time online.
Start by creating buyer personas for your ideal customers. These personas should include demographic information like age, gender, and location, as well as psychographic information like interests, values, and pain points.
Once you have a clear understanding of who your target audience is, you can start to think about which social media platforms they are most likely to use.
When creating content for social media, be sure to tailor it to your target audience's interests and needs. For example, if your target audience is interested in sustainable design, you might share articles and resources about green building materials or showcase completed projects that incorporate sustainable design principles.
To reach your target audience on social media, it's important to use hashtags and participate in relevant groups and communities.
You can also consider running social media ads to target specific demographics or interests. Ultimately, the key is to provide value to your target audience and to build relationships with them over time.
Get leads and promote website traffic
Social media for architects is also considered a huge piece of the content marketing/branding puzzle in your architecture firm and is the cheapest way to promote traffic to your website, interact with your customers and directly affect sales and leads.
Here are a few quick facts to help you understand how social media can help you reach your target market:
- Facebook has over a million different users per month
- One million new people per day join new social media channels
- Over 40 million small businesses use Facebook Pages to promote their business
If you target the right channels with the right content, the results are limitless.
Plan ahead and set goals
Consider the following questions before you begin (or as a ‘social media audit’) to make sure you are promoting your architecture firm in the right places:
- What are your social media goals? (traffic, brand awareness, customer service, or community engagement)
- Who is your target market, and where/when do they go online?
- What is your content plan? It’s important to have a good mix of content (blog posts, videos, educational resources, pictures, etc.)
- Metrics/Analytics – Almost every social media channel has its own analytics (also called insights, engagements, etc.)
Goals, Target Audience, Content Plan and Tracking Results should always be considered when marketing for architects, and is even more important when defining a social media strategy for your firm.
These questions will help you to decide what and where you are going to post. As a general rule, only 25-35% of your posting should be “sales” or self-promotions.
Community engagement is just as important and will nurture and foster “fans” of your brand. Share a variety of content and your target audience will respond more favorably.
Social Media Channels: Which ones should you choose?
Choosing the right social media platform to start with can be a daunting task. With so many options available, it's important to consider which platforms are best suited to your architectural firm’s business goals and target audience.
The best social media platforms for architects include Instagram, Pinterest, Facebook, and LinkedIn.
Instagram and Pinterest
Instagram and Pinterest are two of the most popular social media platforms for architects. Both platforms are highly visual and can be used to showcase completed projects and design inspiration.
Instagram is a mobile-focused platform that is designed for sharing images and videos. The platform's user base skews younger, with 72% of users under the age of 35. For architects targeting a younger, design-savvy demographic, Instagram can be a valuable tool for showcasing completed projects and building a following of social media followers.
In addition to regular posts, Instagram also offers features like stories, shorts, and reels, which allow you to share timely behind-the-scenes glimpses of your projects and offer educational content to viewers. By using relevant hashtags, you can attract a wider audience and generate social media ideas for future content.
Pinterest, on the other hand, is a platform that allows users to curate and organize visual inspiration. You can use Pinterest to create boards of design inspiration, showcase completed projects, and promote educational content like blog posts and infographics. By optimizing pins with keywords and hashtags, you can attract new followers and generate ideas for future projects.
Both Instagram and Pinterest offer opportunities for you to connect with existing and future clients. By creating visually stunning content that showcases your expertise and creativity, you can establish yourself as a thought leader in the field and attract new business.
Facebook is a social media platform with over 2.8 billion active users, making it one of the largest social media platforms in the world. It is a traditional social media platform that invites a mix of content types, including text, images, and videos. It is an excellent platform for you to build a community around your brand and connect with prospective clients.
Facebook offers a range of features that architects can use to showcase their work and promote their architecture services. You can create a Facebook page for your firm and use it to share updates, photos, and videos of ongoing projects. You can also use the platform to share educational content like blog posts and infographics.
One of the key advantages of Facebook is that it allows you to build a community around your brand. By creating a Facebook group, you can engage with followers and industry peers, share insights and industry insights, and host discussions on topics related to architecture and design. This can help you establish yourself as a thought leader in the field and attract new business.
In addition to organic content, Facebook also offers advertising options that you can use to reach a wider audience. Facebook ads can be targeted to specific demographics and interests, making them an effective way to reach prospective clients.
Facebook page insights provide you with valuable data about your social media presence. You can use this data to track your reach and engagement and make informed decisions about future content and advertising strategies.
Overall, Facebook is a versatile social media platform that can be used to build a strong social media presence and connect with prospective clients. By creating valuable content and engaging with their followers, architects can establish themselves as trusted experts in the field and attract new business.
LinkedIn is a professional networking platform with over 740 million members, making it one of the largest online professional networks in the world. It is an ideal platform for architects to connect with other industry professionals, share insights and knowledge, and showcase their architecture services.
LinkedIn offers a range of features that you can use to establish yourself as experts in the field. You can create a LinkedIn profile and use it to showcase your education, experience, and professional achievements. You can also use the platform to publish articles and share industry insights, which can help you attract new business and connect with prospective clients.
One of the key advantages of LinkedIn is that it allows architects to connect with other industry professionals. Architects can join LinkedIn groups related to architecture and design, which can provide them with access to valuable resources, networking opportunities, and industry events. They can also use the platform to connect with other architects, interior designers, and construction professionals, which can help them expand their professional network and build relationships with potential collaborators.
In addition to organic content, LinkedIn also offers advertising options that you can use to reach a wider audience. LinkedIn ads can be targeted to specific industries and job titles, making them an effective way to reach prospective clients and collaborators.
LinkedIn also offers a range of analytics tools that you can use to track your social media presence and make informed decisions about future content and advertising strategies. You can use these tools to monitor your engagement rates, track your follower demographics, and evaluate the performance of your posts.
Overall, LinkedIn is a powerful tool for architects to establish themselves as experts in the field, connect with other industry professionals, and showcase their architecture services. By creating valuable content and engaging with your followers, you can build a strong social media presence and attract new business. Likewise, actively participating in discussions, sharing your insights, and posting content related to architecture can build a strong network that could lead to new opportunities and collaborations.
Start with a couple platforms
In order to keep the process manageable, decide on only two or three platforms to start with. Once you know that you are able to post high-quality content regularly, then you can decide to add more. You can see how well you are doing by monitoring the analytics of these channels and decide if that particular platform is working for you.
When it's time to decide what to post, consider what you think your target audience would want to hear about. You can post frequently asked questions, updates and pictures of new or ongoing projects, community activities that your firm is a part of, interesting tidbits about architecture, relevant personal stories, etc. Don't forget to link those educational resources that you've worked so hard on.
What Social Media Platforms Really Work for Architects?
Social media marketing can be a powerful tool for architects, but it's important to focus your efforts on the platforms that will have the most impact for your firm.
While traditional social media platforms like Facebook and Twitter are still important for building a following and engaging with customers, there are a few newer platforms that you should be paying attention to.
One such platform is Houzz, which is specifically designed for home renovation and design. Houzz allows you to showcase your work, connect with potential clients, and participate in industry discussions.
Another platform worth considering is Architizer, which allows architects to share projects, collaborate with other professionals, and connect with potential clients. Archello is a profession-related social media that architects can utilize. Plus online forums like Yahoo and Quora can greatly impact your social presence.
Routinely reanalyzing your goals and aligning them with your social media activity leads you in the right direction. Don’t be afraid to “socialize” outside the box.
In addition to these specialized platforms, you could also explore newer social media platforms like TikTok. TikTok is a video-based platform that can be used to showcase design inspiration and completed projects, but it can also be used for networking and sharing insights with other industry professionals.
Ultimately, the key is to stay up-to-date on emerging social media platforms and to experiment with new ways of generating social media ideas and engaging with social media followers.
Respond to feedback
Something else to consider is the ability to respond to feedback from clients, whether good or bad, in a timely manner.
It’s imperative to remember that everything moves faster online; so staying on top of your social media platforms is extremely important.
PRO TIP: Online mistakes can be costly to a business. If you are in doubt, then just leave it out. It’s better to be safe. Social media is a place to keep topics fun, light and positive when it concerns your business.
Stay consistent
Once you begin, don’t be afraid to change things up, depending on your metrics. Although it’s important to stay consistent with your brand image, sharing content that is helpful and relevant will showcase you and your business as a thought-leader.
Bear in mind that each platform has its own best practices to fully utilize the site. As an example, where you may post once a day on some platforms, it’s necessary to post several times a day on Twitter because it moves so fast.
Also, there are even optimal times and days to post. Facebook reported that the best time to post on their channel is on Wednesday at 3 pm. Analytics show the highest engagement during this time. So do a bit of custom research once you decide on a few social media channels so you have the best chance for success.
Where you maintain a presence should be directly in line with your goals, but it is recommended that you use Instagram and Facebook no matter what. You can include other platforms later.
Leveraging User-Generated Content
Encourage your clients to share photos and testimonials of your completed projects on their social media profiles.
User-generated content (UGC) is a powerful marketing tool that showcases your work from the perspective of satisfied clients. It not only adds credibility to your brand but also helps you reach a wider audience through your clients' networks. Make sure to monitor your brand mentions and share or repost UGC on your social media platforms, always giving credit to the original poster. You can also reshare and tag posts on Instagram stories or tag your stories to encourage connections to reshare on their profiles.
There’s no better way to advertise than with testimonials and other client content that shows “social proof” about your capabilities as an architect.
Hosting Virtual Events and Webinars
Social media for architects also includes hosting virtual events and webinars to share your knowledge and expertise with a broader audience.
By offering valuable information on various aspects of architecture and design, you can establish yourself as a thought leader in the industry.
Make sure to promote these events on your social media channels, encouraging followers to register and participate. Additionally, after the event, share highlights and key takeaways on your social media platforms to engage with those who may have missed the live session.
Lead Generation Strategies
Effective social media marketing for architects can significantly improve lead generation for your architecture firm. By consistently sharing valuable content and engaging with your target audience, you can drive traffic to your website and generate new opportunities and appointments.
Expanding Your Marketing Efforts
While social media is a powerful tool for architects, it's essential to integrate it with other architecture marketing strategies for a well-rounded approach.
Combining social media marketing with email marketing, content marketing, and search engine optimization can further boost your online presence and help you reach more potential clients.
Is Social Media Marketing Worth It?
Social media marketing can be a powerful tool for architects, but it's not without its pros and cons. Before investing time and resources into social media marketing, it's important to consider both sides of the equation.
One of the biggest pros of social media marketing is that it can be a cost-effective way to reach a large audience. Traditional marketing methods like print ads and billboards can be expensive and may not have the same reach as social media. Additionally, social media allows for real-time engagement with customers, making it easy to respond to feedback and build relationships with clients.
Downsides You Need To Consider
However, social media marketing also has its downsides. For one, it can be time-consuming to create and curate content for multiple social media platforms. Additionally, social media can be a double-edged sword, with negative feedback or comments spreading quickly and potentially damaging your brand reputation.
To make the most of social media marketing while minimizing the risks, it's important to have a clear digital marketing strategy in place.
This strategy should include a plan for creating and publishing content, as well as guidelines for responding to feedback and managing brand reputation. It's also important to track and analyze the results of your social media marketing efforts to ensure that you're reaching your target audience and achieving your business goals.
Ultimately, social media marketing can be a valuable addition to your overall marketing strategy, but it's important to carefully consider the pros and cons and to approach it with a clear plan and strategy in place.
Step into the digital marketing world
To move seamlessly into the digital marketing world, it's necessary to maintain social media, as well as optimized blog posts (and websites) for long-term search engine and market growth. Check out our post on architect blog post optimization.
FAQ – Frequently Asked Questions on Social Media for Architects
Q. What are the best social media platforms for architects?
The best social media platforms for architects include Instagram, Pinterest, Facebook, and LinkedIn. Instagram and Pinterest are ideal for showcasing completed projects and design inspiration, while Facebook is a more traditional social media platform that allows for a mix of content types. LinkedIn is a professional networking platform that allows you to connect with other industry professionals and share insights and knowledge.
Q. How can social media help architects generate leads?
Social media can be a powerful lead generation tool for you, allowing you to showcase your work and connect with potential clients. By consistently sharing valuable content and engaging with your target audience, you can drive traffic to your website and generate new opportunities and appointments.
Q. What should architects consider when choosing social media platforms?
You should consider your target audience and where they spend their time online when choosing social media platforms. You should also think about which platforms align with your marketing strategies and allow you to connect with both existing and future customers in a meaningful way.
Q. How can architects make the most of their social media marketing efforts?
To make the most of social media marketing, you need a clear digital marketing strategy in place. This strategy should include a plan for creating and publishing content, as well as guidelines for responding to feedback and managing brand reputation. You should also track and analyze the results of your social media marketing efforts to ensure that you’re reaching your target audience and achieving your business goals.
Q. Are there any downsides to social media marketing for architects?
Social media marketing can be time-consuming and may require a significant investment of resources. Additionally, social media can be a double-edged sword, with negative feedback or comments potentially damaging your brand reputation. However, with a clear strategy in place, you can minimize the risks and make the most of social media as a marketing tool.
Q. How many social media accounts should an architect have?
It's recommended that you start with one or two social media accounts and gradually expand their social media presence as they become more comfortable with the platforms. It's important to remember that quality is more important than quantity, and that it's better to have a strong presence on one platform than a weak presence on several. Use tools like Publer to schedule posts on multiple platforms.
Q. How can social media help architects reach prospective clients?
Social media allows you to showcase your work, share industry insights, and connect with both existing and future clients. By creating valuable content and engaging with viewers, you can establish yourself as a thought leader in the industry and build a strong social media presence that attracts new clients.
Q. Can interior designers benefit from social media marketing as well?
Interior designers can also benefit from social media marketing. Many of the same platforms and strategies that work for architects can be applied to interior design as well. By creating visual content, showcasing ongoing projects, and sharing educational resources and industry insights, interior designers can connect with both existing and future clients and establish themselves as experts in the field.
Q. How can architects use social media to stay connected with industry events?
Social media is a great way for you to stay up-to-date on industry events and connect with other professionals in the field. By following various interesting groups and industry influencers on social channels like LinkedIn and Facebook, you can stay informed about upcoming events and opportunities to network with other professionals.
Q. What are some best practices for creating visual content for social media?
Visual content is a crucial component of social media marketing for architects. To create visually compelling content, you should invest in high-quality photography and videography equipment, experiment with different angles and lighting, and showcase your work in a way that highlights its unique features and benefits. It's also important to use relevant hashtags and captions that engage viewers and keep them engaged with your content.
Q. How can architects make the most of Facebook groups?
Facebook groups can be a valuable tool for architects looking to connect with prospective clients and showcase their work.
By joining relevant groups and sharing educational content and industry insights, you can establish yourself as a thought leader in the field and attract new clients. It's also important to track and analyze Facebook page insights to see which types of content and posts are resonating with viewers and keeping them engaged.
Q. What is influencer marketing, and how can it benefit architects?
Influencer marketing is a marketing strategy that involves partnering with industry influencers to promote products or services.
For architects, partnering with influential industry professionals on social media can help increase visibility and attract new clients. By collaborating with influencers to create valuable content and showcase architecture services in a new light, you can expand your reach and establish yourself as a leader in the field.