Social Media and Marketing

Social Media and Marketing Research

 

Research

· Look of existing firms on social media (Instagram, Facebook, Twitter, Tik Tok).

· What kind of content do they create? – i.e. entertainment, educational, to sell, a combination? à vieos, photos etc?

· Target demographic – male/female

o Geo-targeted ads? (UK, US etc…?)

· Consider other marketing strategies – i.e. print etc…

· What content does the best? (Likes, views, follows)

 

Conclusion and take-home

· Take aspects from research – do we just want reach or do we want engagement?

· We are ultimately seeking sales!

 

Example: An architectural video tour may get views, but does not necessarily encourage interaction.

 

Engagement = Interaction. People take time to interact, so makes content more memorable.

 

Want to advertise ideally mainly with Social Media as this is free.

 

What is it about your account that is interesting?

 

Who will follow your account? People interested in architecture/interior design? Potential customers and other firms? Students? Other architects?

 

Who are you creating your marketing materials for?

 

Consider that even though you might think your content is amazing, you must consider your audience’ opinion and potential interaction. Would they find it interesting?

 

Marketing is not just social media. Consider your audience and following and tailor this appropriately (e.g. elderly may view via newspaper ad whereas firm might view from internet.)

 

Some other examples include: Newspaper, Magazine Placement, Radio, Television, Leafletting etc…

 

Need to know budget before selecting a form of advertising (websites have costs, endorsements with people or companies costs money, printing costs money etc.)

 

How large is the firm? Local?

 

Community is the ethos.

Leaflets – outdated but worth considering on smaller scale size of firm due to more local area. Provides more of a community feeling through advertising this way. More personal to receive a leaflet.

 

~45+ years seeking architects – less familiar with social media. That is the bottom-line.

Where are you putting your content? Facebook would be better than a platform like Tik Tok for mature audience for example.

 

Insider e-Marketer Intelligence. Platform to gather information and statistics on demographic. Ensure that you read the small print to accurately cite figures e.g. size of survey interviewed etc…

 

Larger scale firms would consider networking conference events, events like expos etc… harder to apply to Architecture.

​

​

Social media marketing is one of the best strategies for marketing for architects. Because social media is often so visual, it gives you a great place to showcase your work. 

Social media is also, of course, social. This gives you a great opportunity to talk with your audience. You can communicate directly with them about what their needs are and showcase your knowledge.

By providing visitors to your website with helpful and engaging content, you are already providing them with something of value – something they will remember. It’s typically easy to add a blog section to your website and free to cheap to generate content.

You are essentially selling your expertise and experience. Your clients will want to hire you if they feel you will not lead them astray. Writing content is a great way to show off your expertise. Focus your content marketing for architects on entertaining or informative blog posts. Make sure it’s a topic you know what you are talking about.

Focus on your reader. What would they most like to read? If you don’t know who your readers are, either look at the metrics provided on your blogs or do some old-fashioned thinking about it. Don’t forget to write content for the people who might want to partner with you or recommend you to a potential client – contractors and possibly other architects. 

Use this content to feed your social media channels. It’s a great way to kill two birds with one stone. 

Don’t forget that blog posts aren’t the only content you can create. Videos and podcasts are great content for architects to put out there. Get creative with it and have some fun!

Whatever content you create, the number one rule is to always be creating content. Make sure you have a backlog of content. If you think you might struggle with this or if you are struggling with this, it’s worth the money to hire some help. Your audience will quickly lose interest if you start with a bang and then don’t update with new content for months.

​

https://academy.archistar.ai/10-marketing-strategies-for-architecture-firms