In the current environment, architectural and design firms continue to invest in communications programs, but many are seeking to maximize and streamline that investment for speed and effectiveness. The big questions: How can more be done with less? How can investment pay off faster?
A strong public relations program that combines media, social media and digital marketing is a powerful answer to both those questions. For you and your company, a strong PR program can be the cornerstone for how you reach new audiences and grow your practice. Here are a few “pro tips” for how you can achieve more – with less – in 2021.
Find At Least Three Uses for Your Content
If you’re not finding multiple uses for the content you generate, you should be. As a rule of thumb, The Hoyt Organization recommends finding three platforms where your content can be shared. Technology makes this fast and easy. For example, if you develop design case studies, be sure to publish them on your company’s website, share the link on your social media pages, highlight the case study in an e-blast, and share the information with trade media and reporters who cover your industry and your clients.
Analyze Your Use of Social Media
There are about 2.5 billion global users of Instagram, Snapchat, Facebook, LinkedIn and Twitter and new platforms are being introduced all the time. Architecture and design firms can be selective in which platforms they use. This will maximize effectiveness without wasting resources on social platforms that don’t support your goals. When it comes to design, Instagram and Facebook continue to be the strongest visual platforms. LinkedIn, on the other hand, is by far the strongest business-to-business platform and allows design firms to highlight thought leadership and industry expertise. Every channel allows you to showcase your projects, people and awards with high-res images and videos.
As with any platform, it can take a lot of time to create the content. Here are three tips to maximize your channels. For PR professionals who work with architects, a number of services are used to streamline and optimize your social presence:
- Hootsuite is a great tool for planning ahead. You develop and schedule posts for an entire month and simultaneously manage multiple accounts.
- Linktree optimizes your Instagram bio. With this service, you can place a URL in your bio section so users can access relevant links.
- Sponsored and Boosted Posts and Ads on Facebook, Instagram and LinkedIn allow you to market your posts about specific projects, properties or thought leaders to target audiences not currently in your social media network. By geotargeting each campaign and investing a modest budget, posts can reach specific industries, professionals and geographies.
Increase your SEO with Blogs
Blogs are the best way to improve your website’s search engine optimization (SEO) and help you achieve a higher ranking in Google search results. Research shows that organic search results are 8.5 times more likely to be clicked on than paid search results. Your blog can showcase new projects and top tier media placements. Also consider writing blogs about trends in the industry. The more often you post new content, the stronger your Google ranking will be.
Using any number of email blast platforms like Constant Contact or MailChimp also improve the visibility of your company and keep your current clients engaged with your brand.
Always use quality, high-resolution images
The architecture industry is very visual and great photography and renderings are a must for any project. These assets become essential to all marketing and public relations outreach. For major projects, high-quality video is needed for broadcast coverage. Headshots, professional photography and renderings are useful for print and digital media coverage. Make sure that you have quality renderings to share.
Submit projects for architecture and design awards
Different award competitions have a variety of categories ranging from contemporary interior design and renovation to best use of color and classic architecture. Consider submitting to both local and national awards for the best chance at winning. Once you have won, the award should be showcased on your website, newsletter and social media pages.
Participate as a speaker
In many of today’s virtual speaking opportunities or hosted webinars there are opportunities for speaking. These are often sponsored by trade associations and media outlets that cover architecture, real estate and other design-related topics to showcase trends in the industry. Some digital conferences have virtual networking sessions before the event. You can also host your own webinar using services such as GoToWebinar. This platform allows you to choose your webinar topic, select relevant images for the landing page, and do a “practice run” before the live event.
Leverage national, local and trade media
Media relations is crucial to running a design and architecture firm given it provides a solid framework for consistent messaging for your firm overall, and positions your management as leaders in the industry. As a method to providing third-party credibility, it can the firm’s expansion in many ways.
Consider hiring a PR firm that specializes in your industry to get the best media coverage
The Hoyt Organization has more than 25 years of experience supporting architect and design firms with public relations, marketing and digital strategies. To learn more about our services, please visit https://www.hoytorg.com/.
Feel free to use these helpful public relations and marketing tips for your architecture and design firm.