social media marketing for architects

Social media marketing for architects in 2024

Reasons to take social media seriously

Every architect has the power to turn his social media accounts into effective marketing tools. 

You can create stunning visual content to showcase your work to a broad audience, generate more leads, tell stories, inspire, and fortify your leadership reputation in whichever markets you decide to target.

Customer communication & education

Social media facilitates engagement and interaction with potential clients the 2024 way.

You can answer questions, share insights about your design process, and even provide behind-the-scenes glimpses of your work. 

This kind of helpful content helps you market your firm in the most long-term and sustainable manner possible.

Branding and reputation

Social media marketing offers a cost-effective way to establish your architectural brand and differentiate it from competitors.

Moreover, social media marketing can be aimed at networking with other professionals in the industry, both architects and others that you can hire as co-consultants.

Smart social media activities can lead to collaborations, referrals, and other opportunities that may not have been available through traditional networking channels.

Cost-effective & easy to start

Compared to traditional advertising methods, social media platforms often offer more affordable and targeted options. You can reach more people with less investment, maximizing your marketing budget.

Best social media platforms for architects

Instagram

Instagram is a highly visual platform that is ideal for architects. 

It allows you to showcase your work in a visually appealing manner, using both images and videos. You can also use Instagram Stories to share behind-the-scenes content, such as work-in-progress shots or architectural sketches. 

Furthermore, Instagram’s hashtag feature can help you reach a wider audience.

From our experience, Instagram is amazing for all B2C purposes – branding, running reputation campaigns, positioning your architecture business, and covering common questions.

While you may not be finding higher-budget commercial clients specifically on Instagram, they will be looking at your profiles while vetting your company. So make sure your Instagram is active and stylish.

LinkedIn

LinkedIn is the platform that can potentially land you the biggest clients. With the focus on professional networking and rich industry-based content, LinkedIn is the place to showcase your expertise, publish reports, stats, and lead magnets.

LinkedIn Groups also provide a space for you to engage in discussions and share insights with like-minded professionals.

X.Com/Twitter

X can be a useful platform for staying updated with the latest news and trends both in architecture and in tech/culture in general.

You can follow influential architects, architectural firms, and industry publications. It’s also a great platform for sharing quick updates, engaging with your followers, and participating in relevant discussions.

Facebook

Facebook, while not as visually focused as Instagram, is still a valuable platform for architects. It allows you to create a business page where you can share updates about your projects, post articles related to architecture, and engage with your followers. Facebook’s advertising platform also allows you to target specific demographics, which can help you reach potential clients.

Medium

Medium is amazing for blogging – the tagging and content curation features of the platform can get your content more visibility. A Medium blog gets you a chance to produce thought leadership content and establish your brand as an architecture innovator.

YouTube

With YouTube, the sky’s the limit with things you can do on the platform. You can create videos showcasing your projects, explaining architectural concepts, or providing a behind-the-scenes look at your work process. 

YouTube videos can be a powerful way to engage with your audience and showcase your expertise in a dynamic and accessible format.

What type of content should architects publish on social media?

If you’re struggling to put together your first content plan for social media profiles, consider the following practice-based suggestions:

1) The #1 content type that architects can publish on social media is educational content centred around the needs and interests of their target market. 

This could include blog posts or articles about architectural trends, design principles, or the technical aspects of architecture. 

By sharing their expertise in this way, architects can position themselves as thought leaders in their field and can attract potential clients who value their knowledge and insights.

2) Consider publishing content that showcases your unique design style and creative process.

Your potential clients and partners are curious to see how you are doing what you’re doing.

This content could include images or videos of completed projects, 3D renderings, sketches, or blueprints. 

3) It’s always fun when architects share behind-the-scenes content, such as photos or videos from construction sites, meetings with clients, or design brainstorming sessions. 

This type of content can help humanize you and your team, and can give anyone researching you a glimpse into the day-to-day operations of an architecture firm.

4) Use social media to share testimonials and case studies from satisfied clients. 

This type of content can help build trust with potential clients that run background checks on you.

5) Consider sharing content that reflects their company culture and values

This could include posts about team events, community involvement, or sustainability initiatives. 

The idea is to attract clients who share similar values and illustrate that your company is functional and reliable. Don’t overdo this type of content though, remember to keep everything you post focused around your clients and their needs, not around you.

Tools for social media

As you go blogging, make sure that you repurose your blog content into social media posts.

Social media tools are essential for architects to maximize their sales management strategies. 

One such tool is Hootsuite, which allows architects to manage multiple social media platforms from one dashboard. This includes scheduling posts, monitoring engagement, and tracking performance metrics.

Buffer is another useful tool for managing social media. It allows you to schedule posts across various platforms, ensuring consistent engagement with your audience.

Sprout Social is a comprehensive social media management tool that offers features like post scheduling, engagement tracking, and in-depth analytics. It also provides a CRM feature, which can be particularly useful for architects looking to build and maintain relationships with potential clients.

Canva is a design tool that can be used to create visually appealing social media posts. It offers a wide range of templates, making it easy for architects to showcase their work or share information about their services in a visually engaging way.

BuzzSumo is a tool that can help architects identify trending topics and popular content within their industry. This can provide valuable insights for creating relevant and engaging content plans.

PlanMan is a project management tool for architects we’ve built – and it’s useful even in organizing your social media marketing activities. You can easily track your social media tasks, hire assistants and freelancers, manage documents, and communicate with clients within PlanMan. Try it free to see how feature-rich it is!

Social media mistakes architects make

Here’s a quick recap of everything you need to avoid in your architecture firm’ social media marketing plan:

Having zero strategy

Not having a clear strategy or a plan could be the most common mistake architects make. 

This includes not defining their target audience, not setting clear goals, and not measuring their results. 

A well-defined social media strategy can help architects reach their target audience, achieve their marketing goals, and track their progress.

Lacking consistency

Another mistake is not being consistent. 

This can be in terms of the frequency of posts, the tone of voice, or the type of content shared.

Consistency is key in building a strong brand image and maintaining audience engagement. 

Inconsistent posting will lead to a loss of followers and reduced visibility, but most importantly, lack of consistency will make you give up before you see any results. You need to define a strategy and commit to it at least for six months before reevaluating what you’re doing.

Not using your uniqueness

Architects often fail to leverage the visual nature of their work on social media. No matter how small your portfolio may be, you can still showcase your results. Missing out on opportunities to showcase your work and engage their audience is one of the most common social media mistakes.

Being too pushy

Many architects also make the mistake of being overly promotional. 

While it’s important to highlight services and accomplishments, too much self-promotion can turn off followers. 

A good rule of thumb is to follow the 80/20 rule, where 80% of content is informative or entertaining and only 20% is promotional.

Ignoring communication

Lastly, architects often neglect the social aspect of social media. This includes not responding to comments, not engaging with other users’ content, and not participating in relevant discussions. By failing to be social, architects miss out on opportunities to build relationships and engage with potential clients.