Marketing To Architects:  Preferred Channels

As a building product company, it’s important to know which channels architects prefer, so you can make sure your content shows up in the right places. 

If you’re aiming to capture an architect’s attention, this could be different to the channel you use to target other members of the construction industry.

Since the pandemic, blog, video and podcast use has increased. Social media has also become a popular tool for architects.

Architects use a variety of media channels to communicate and showcase their work, ideas, and expertise.

But the question is, what is the preferred channel when marketing to architects?

This blog will dive into what architects are looking for via media channels, the most popular, and how you can use them to your advantage.

Photo by Nicolas Postiglioni: https://www.pexels.com/photo/black-and-gray-sony-video-camera-950835/

Content types

Architects are likely to be looking for various things related to their profession, personal interests, and staying connected with the architectural community.

Here are 5 key content types architects are interested in. 

1. Design Inspiration: Architects often follow other architects, design firms, and architectural accounts on social media platforms to draw inspiration from their projects, innovative designs, and creative ideas.
2. Project Showcasing: Architects use social media to showcase their own projects, sharing images, videos, and descriptions of completed works or works in progress. This allows them to reach a wider audience, including potential clients and collaborators.
3. Networking Opportunities: Social media platforms provide architects with opportunities to connect with other professionals in the industry. Networking with fellow architects, engineers, contractors, and other related specialists can lead to collaborations and potential partnerships.
4. Industry News and Trends: Architects follow relevant hashtags, groups, and accounts to stay updated with the latest architectural news, trends, and innovations. Social media serves as a real-time source of information and insights into the ever-evolving field of architecture.
5. Professional Development: Many architects join architecture-specific groups and forums on social media to engage in discussions, seek advice, and learn from the experiences of others.

So, what are the best platforms to publish this type of content?

Social Media

Architects frequently utilise social media platforms like Instagram, Facebook, LinkedIn, and Twitter to share images of their projects, architectural concepts, and design inspiration.

According to the Construction Media Index (CMI), 25% of architect respondents use LinkedIn on a regular basis, which makes it a great platform to build connections.

Social media provides a visual platform for architects to connect with a wider audience, including potential clients and fellow professionals.

It is argued that “Visual content is the best way to connect with your followers, and Instagram focuses solely on a high-end visual experience.”

Visual platforms like Instagram and Pinterest are particularly popular for discovering design inspiration, so this is a great way to target this specific audience.

For example, Pinterest creates a boundless canvas to show your portfolio, and as every pin can be linked to a website, details can be given from there.

As a marketer, it’s important to mirror this type of content to ensure you are grabbing the architect’s attention. Using Pinterest and Instagram to market to architects requires a strategic approach that highlights the unique visual appeal of architecture.

Architects appreciate a glimpse into the design process. Use Instagram Stories and Pinterest Story Pins to share behind-the-scenes content, including sketches, concept development, and progress photos to stand out from the crowd.

Podcasts

Marketing to architects through podcasts involves creating engaging and informative audio content that appeals to their interests and needs.

73% of architects use blogs, vlogs and podcasts (CMI). 

There are a few sure ways to engage architects with a podcast.

• Identify Your Target Audience
• Choose a Compelling Theme
• Develop a Content Strategy
• Invite Guest Experts
• Encourage Listener Interaction
• Consistency and Quality

This type of content is preferable to architects as they can listen to podcasts on the go during their busy days.

By implementing these strategies, you can effectively market to architects through podcasts, establishing yourself as a credible voice in the architectural community.

Architecture Blogs

Spooky. Here you are, reading a blog about architects.

Now, we aren’t architects, but architects often write blogs to share their insights, design processes, and perspectives on various architectural topics.

To gain their attention, writing relevant blogs that aim to solve a problem that architects face, or discussing opinions on a popular subject, is a smart way to market to architects.

This involves creating valuable, informative, and engaging content that caters to the interests and needs of architectural professionals. Ensure to write blog posts that cover current architecture trends, design innovations, and emerging technologies, providing valuable insights into the latest developments in the architectural field.

Using Media Channels To Target Architects

Effectively marketing to architects involves leveraging various online platforms and content strategies.

Visual forms of social media like Instagram and Pinterest enable you to engage architects with visually appealing content, design inspiration, and engagement with the architectural community. Podcasts provide an audio platform to share industry insights and conduct interviews. Architect blogs offer informative content on industry trends, design tips, and case studies, fostering engagement and building credibility among architects.

By using these platforms to your advantage, you can successfully target architects and get your content seen!

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