Navigating the world of social media can be a confusing and complex journey. But it’s also an important one that architects shouldn’t miss out on. There are currently 3.2 billion users across all social media platforms (that’s 42% of the total world population). Facebook alone boasts 2.23 billion active monthly users. What’s more, a whopping 75% of clients say that content they find on social media influences their decision making process.
When used correctly, social media marketing can be incredibly powerful for architects. By setting up the proper presence, channels, hashtags and infrastructure, you can literally watch your brand’s influence grow. But how can you ensure you’re using the platforms as effectively as possible?
We see many architects (and architecture firms for that matter) use social networking sites to shout about upcoming lectures, awards and positive reviews. Now, self-promoting posts aren’t frowned upon per se. But did you know that they shouldn’t make up more than 16% of your social media strategy?
Read on for our advice on how to best use social media for architects, and the benefits you can expect in return:
1.) Show your brand identity:
Social media channels are one of the best tools out there to raise awareness for your architecture brand. It’s a great way to build your brand identity, show your personality and communicate to your target audience why you’re different.
The key to succeeding here is to be consistent with your design and brand voice. For example, if you have an Instagram account, choose certain colours, filters or types of images that best represent you - and then stick to them. Same goes with your tone of voice: do you want to come across as friendly, professional or approachable? Or perhaps a mix of all three? The best way to ensure consistency across all platforms is to put together a style guide.
While every architecture or design firm will want to promote their own work on social media, it’s important to share a good mix of content. A great social media idea for architects is to educate your followers by posting about trends, inspirations and developments in architecture and design that you can get behind as a brand. And when you do share your own work, refrain from only posting about the finished project. Share content about the built environment, inspirations around cityscapes and building materials as well to show your expertise.
New York based architecture and design critic Alexandra Lange goes as far as arguing that architects are misusing social networking. She is calling for a more flexible, critical and conversational use of social media to allow interpretations “before the concrete is dry.” Tumblr, an often forgotten about network, is a particularly good platform to share context before, during and after construction.
We love how Tel Aviv-based Pitsou Kedem Architects features different materials
and project stages in their Instagram profile @pitsou_kedem_architect
2.) Reach potential clients:
Besides posting consistently, you also have the option of running paid social media campaigns to reach specific, measurable goals. When it comes to paid campaigns, the best social media strategy for architects is to make optimal use of LinkedIn advertising. LinkedIn targeting not only gives you the option of reaching people based on industry, job function and education but also based on company names.
This is particularly useful for architects because it lets you reach your target clients with one click. Have specific developers, funds or commercial clients in mind that you want to reach? No problem. All you need is the names of the companies and an idea of the type of job function you want to reach (such as development managers) and voilà!
3.) Drive traffic to your website and generate leads
Social media is a great way to drive website traffic. Not just any traffic though - the right kind of traffic. The best way to give your website a boost is to create content targeted specifically at your audience, and then share it on the channels you know they use.
We’re a big fan of adding content marketing to your marketing strategy. Not only does it drive three times more leads than traditional marketing, it also ensures you never run out of quality content to post on social media. From blog posts and videos to longer ebooks and online guides, the list of content you can create is literally endless. If done right, you can even use social media to drive important leads by sharing downloadable content.
And don’t forget - the more (quality) content you create, the more it will get picked up by search engines. That way, you’re more likely to stay on top of Google search results. It’s a win-win situation really!
What are the best social media platforms for architects?
Good question. In fact, it’s one we get asked very often. There’s no one right answer here as it largely depends on who your audience is, and what kind of content you are sharing. But as a general rule, it’s important to find a good balance between keeping it both visual and professional. Our personal recommendations are Instagram for the first, and LinkedIn for the latter.
Social media marketing for architects
If you’re looking to grow your architecture practice, you’ve come to the right place. Before you get started, we advise you create a digital marketing strategy to strategically plan how social media will help achieve your goals. We created a downloadable digital marketing strategy template for architects that you can use to get you started.
At Trellis, we’re experts at optimising social media and digital marketing efforts to drive business growth for architects. We can help you gain a competitive advantage, generate leads, acquire new customers and engage with your clients.
Curious? Request a 12 minute, non-binding Connect Call today to learn more.