As long as there has been architecture, there have been famous architects. Names such as Frank Lloyd Wright, I.M. Pei, and Zaha Hadid are known the world over for their creative and innovative works. That being said, there’s a good chance you’re just hoping your architectural firm can be known the city or state over. You probably already know this, but it’s not that you have a bad company – it’s that people simply might not know that you exist. Larger firms spend big money having their own in-house marketing team to keep their names relevant and reputable. It’s not easy to compete with bigger firms, regardless of how good they are when it comes to the industry.
If you don’t already have a social media presence, it’s time to get one. Facebook, Twitter, LinkedIn – if you don’t have a presence on the platforms your audience is on, you’re missing some effective chances to get your brand out there. For the sake of the tips below, we’ll assume you have a social media presence for your company, but maybe you just need some pointers on how to best utilize it. Below are some of the biggest mistakes in social media marketing for architects and our advice on how to correct them.
Having the Wrong Goals
When you send out an email, post a status, share a link, write a blog, or do anything else with your social media profile, you need to know what you’re setting out to do.
- Are you reminding clients who already use your services of special deals
- Are you trying to bring in new clients by advertising your rates or your portfolio?
- Are you trying to post something funny and relatable that makes people search through your older posts for similar content?
For each of these goals, the ideal social media platform to achieve them may be totally different. You might find that your Facebook page works best to post images and links to your website, whereas your Twitter page gets more followers by posting shorter, more light-hearted content.
In either case, you need to be sure you’re setting the right goals for the right platforms, or your results are going to be less than stellar. Try keeping the same tone on each social media platform; this will keep your followers informed as to what type of content to expect, and that way, they’ll keep hanging around to make sure they get more of what they like.
Targeting the Wrong Audience
This may sound obvious, but you want to make sure you’re displaying the right content to the right people. Marketing for architects can be a bit trickier than it is for a lot of other professions. You need to be able to identify your ideal client and then find them on the correct social media platform. Once you’ve done that, you need to be able to know the type of content they’ll react most positively to, whether it be educational posts, special offers, etc.
Don’t take these guidelines as hard rules, but in general you may notice that:
- All demographics use Facebook. That’s why it’s a great channel for validation.
- Twitter has a younger audience. Unless you have a good grasp of strategy and goals for this channel, it may not be worth the investment.
- Instagram is younger still, and probably still in high school or college. You may not need to be here, but you may also be able to showcase your work in an interesting way. Go back to your goals, and think through what you’d like to use this for.
- LinkedIn users often have a higher income and more education. If your architectural firm’s LinkedIn page and strategy isn’t optimized, you’re missing out on a big opportunity for new business, because this is a really viable channel.
If during any of these steps you make an error in judgment, it could mean displaying uninteresting content to the right audience, displaying great content to the wrong audience, or posting great content to a social media platform that hasn’t quite taken off and finding it altogether ignored or just plain unnoticed.
Using the Wrong Tactics
This last one may sound a bit odd – of course using the wrong tactics is a mistake. The part that’s less obvious is what qualifies as the wrong tactic.
First, let’s decide on what makes a good tactic: pretty much anything from the above two steps of advice, and a plethora of other things. Using email to follow up or double down on certain things posted to your social media profiles is a good tactic. Identifying your target audience and tailoring your content to them is a good tactic. Posting good content to Facebook at 3 AM? Not a great tactic. Posting the same content to all of your social media platforms (even if it’s decent content) so that your clientele feels like they’re being spammed or your social media team is run by robots? Not a great tactic.
As you can see, it’s easy to have the right ideas and the right intentions with the wrong execution. By the same principle, it’s also easy to accidentally take the right platform and the right timing but use the wrong tactics. Especially when marketing for architects, you need to dead-on with your tactics or your clientele will click over to the next company; they have plenty to choose from. Getting it right – and getting it right the first time – can be critical in obtaining and maintaining your clientele’s interest.
As you can see, it’s pretty easy to do the “wrong” thing when using social media to market for architects – but on the plus side, with the right information, it can be just as simple to do the right thing. Keep these mistakes in mind and how to avoid them, and don’t forget the tips you’ve read; and if you need a professional hand in the matter, don’t forget what we’re here for. Let’s talk about your growth goals and how a managed marketing team can help to you reach those goals. Just get in touch with us for a free online marketing conversation. Take the first step towards a strong social media profile!