Architects are a type of artist whose canvas is a building. Because the work that you do is visual, social media marketing for architects can be a highly effective way to expand your network and build awareness for your services.
Social media allows architects to get in front of hundreds of thousands of local contacts. And because photos, videos and gifs are presented so well on social media, it’s an excellent way to show your work and build new relationships.
But monitoring social media accounts can become a tedious task for architects. Using this marketing tactic effectively is important to make the time worthwhile.
We offer tips for social media marketing for architects to help you get established and make the most of your online promotions and activities.
2022 Social Media Strategies for Architects
As we flip the calendar to a new year, there are some undeniable trends that architecture firms can’t ignore. Modernize your strategy for social media marketing for architecture firms by making these adjustments to your existing tactics for the new year.
1. Add/Increase Engagement on TikTok
If you aren’t already on TikTok for your business, it’s time to consider adding it to your marketing mix. Year-over-year TikTok is experiencing a 61 percent increase in mentions.
And many other social media platforms are adapting to stay relevant. Instagram launched Reels, which works a lot like TikTok videos. So if you aren’t on the new social media channel yet, consider at least starting with Reels on Instagram as you learn more about how this works.
If you aren’t comfortable with making these videos yet, maybe focus on using the stories function on Facebook and Instagram more heavily for the first few months of the year to prepare for incorporating more video into your strategy.
2. Companies Are Hiring Dedicated Social Media Teams
Continuing to manage your own social media becomes more challenging with every passing year. Staying up to date on trends, learning how to use the latest tools and developing a winning strategy that connects you to your customers is hard when you have a firm to run.
Social media for architecture firms is a constantly evolving strategy. If you want to win and beat out your competition, you’ll need the right team behind you.
There are nearly 27,000 social media manager positions in the U.S. alone and it’s a job title that continues to grow. 2022 might be the perfect year to consider hiring an expert or working with an agency that understands an architect’s social media needs.
3. Augmented Reality Helps Bring Your Vision to Life
Consider how you could use a filter or other augmented reality tool on social media to connect with your customers. Augmented reality is expected to grow to 1.73 billion users by 2024. Ideally, you don’t want your firm to be left behind in that trend.
Review the types of services you regularly provide and think about ways you could highlight those services using augmented reality.
4. Content Partnerships and Influencer Marketing Are Growing
If you want to expand your audience, content partnerships and influencer marketing are the way to do it. But a big change that has happened in this space is that during the pandemic, influencer marketing became more real.
No longer are influencers airbrushing their lives and only talking about the good. The personas that they have developed are far more real. If you’re looking for a social media idea for architects that helps you grow your following, take a hard look at existing influencer partnerships and whether moving to more genuine influencers might be right for your firm.
5. Social Selling Tactics Will Mature
Learning how to engage social selling tactics has become more important than ever. Social selling continues to mature, but sadly there are still many people who aren’t doing it well. And poor social selling can make potential customers ignore you or never consider your services.
Before you send a cold message to someone you just connected with on social media, make sure you engage with them first. Post relevant content directed toward them and comment and engage with their content. Social media is a two-way medium, which is one of its greatest benefits. But too often brands become self-serving and forget to engage with potential customers in a meaningful way before trying to sell to them.
Social Media for Architects Tips
Just getting started with architect social media? These tips will help you build a social media strategy for architects that increases your leads and generates new business for your firm.
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1. Be Selective in Your Social Channels
You don’t need to be on every social media platform out there. In fact, it’s best to only put time and effort into the best social media platforms for architects.
The first step in deciding which social media channels you should be on is to evaluate your audience.
Some architects focus on residential properties, while others focus on businesses. You might even focus your business within a specific industry where you have unique expertise.
Once you’ve outlined your target audience, you’re ready to start researching the social media platforms that fit that audience. Sprout Social offers a nice guide to social media platforms based on demographics.
Set up an account on the platforms that make sense for your business based on your target audience.
2. Create Unique Content Showcasing Your Work
Now that you have your social channels established, it’s time to create a content plan for each social media channel. It’s so important that you create unique content that also showcases the work that you do.
Your finished products make for stunning visual content for your social media channels. Some content types to consider for architects include:
- Before and after photographs for renovations, additions or new wings that you design
- In-process photos or time-lapse videos of a project
- Meeting with customers to fine-tune plans before construction begins
- How architecture plans take shape
- Guides to working with an architect
- Finished products once construction concludes on a project
3. Run Social Media Marketing Campaigns
Now that you’ve established a content marketing plan to keep your social media channels fresh with quality content, you are ready to run architecture social media campaigns that build your following and increase awareness for your services.
Be super-specific and targeted with your social media campaigns. You want to make sure you’re reaching your target audience with your campaign to ensure you get a good return on investment on your advertising money.
4. Review Analytics Regularly to Learn What Works
Each architect will experience different results with social media. You have your own style and way of doing things, which will affect the results of your campaign. As such, your results will be different from another architect right down the street from you.
Take time to review your analytics regularly to keep a close eye on what works best for you. You might find that one social media platform has a much greater ROI than another. Put more advertising dollars toward that platform to maximize your outcomes.
You might also find that different types of content perform best on different platforms. These are good insights to help drive more leads and conversions with your social media profiles. Post more content that matches these successful posts to take full advantage of these insights.
Social Media Marketing for Architects
If you need help with your social media marketing, New Light Digital offers social media marketing for architects. We understand the unique needs of your industry and are prepared to help you succeed with your online presence.
Request a quote to learn more about our social media marketing services.