The Concept of Social Media Marketing simply explained for Architects

The first question for many Architects is: What is Social Media Marketing anyway. The second would be why should I use it. Why should I even invest my valuable time? In this post we want to answer the first question and with this knowledge in mind the second question will be easier to understand.

How can Companies like Facebook and Instagram be worth billions of dollars, whereas it seems that you can only post an image an get a like? How can that justify such a high value and how can that whole concept be beneficial for other companies?

Build your brand — Reach People

Well, the essence of every social media channel from the view of a company is: Reach as many people as possible to promote and sell your service. Hence, build or sharpen your brand and engage with people and turn them into potential customers. It has a lot to do with building your brand image and awareness through pictures and stories and to place and to sell your product in the next moment.

Companies show who they are, or oftentimes how they want to be seen. You can build a bond. You can show insights about your company, show what you value and build a strong relationship to the people out there.

An established part of today’s Companies

Nowadays, in the rest of the business world, social media became already an established part of most companies during the last few years. I guess everyone thought, why the hell do I need this in the first place? But today the benefits are quite clear. Today, a lot of companies rely solely on Social Media Marketing. It is a convenient way to become known very fast throughout your target group and than sell what you have to offer.

Nearly every company and all of the Startups hire Social Media Manager and bigger companies even outsource the whole Social Media part to so called Social Media Agencies.

They will develop a strategy about how the company will be represented on the different channels like Facebook, Instagram, YouTube, Pinterest and so on. That can mean, A: Be authentic and simply let people know what you are doing anyway, or, B: Implement a strategy on how you want to be seen and then act up on it. (By the way, I am a huge fan of option A, just be authentic, everything else won’t work in the long term.

A lot of efforts are made to develop a strategy on how the company brand should be build and what groups should be reached.

Social Media Marketing put simple

To make the concept clear, I will break it down in easy words:

1. Imagine in the older days, without internet, you could only reach those people, to whom you could talk, or maybe phone. That was all. To get the word out to the whole world was nearly impossible as a small company with little budget. There is a good chance that the rest of the world would have never known you and your product.

Result: You could only reach people around you to promote your company or sell your service.

2. With the rise of advertisements in magazines, billboards and the television you have been able to reach more people way faster. But that was and still is really expensive. Even today, there is no chance for small companies to ever launch a TV-Spot.

Result: It became easier to reach a lot of people. Hence, you could get the word out to many people much faster, show and build your brand through pictures and sell more of your products because more people knew you.

3. What happened than was the rise of Social Media and everything started with Facebook. That means, that everyone is able to reach nearly everyone in the whole world, whoever is connected with the internet. Most important: With nearly no money needed.

Result: It is a revolution! I hope it gets clear at this point, that every company is now able to build their image throughout the whole world from their own laptop. That is quite fascinating.

In the early days, it was „Company to people in front of a TV“, today it is „Company to everyone who has a smartphone with a social media app“.

All about the Reach

It is all about the Reach. Then build your brand image. Then engage with the people and attract raving fans, which then buy your product in the next step. The concept is a simple cycle, which can be done from any laptop with an internet connection.

Even for companies it is partly more convenient today to reach people where they are, in the Social Media Channels rather then in front of a TV.

To give you some figures: Instagram has 500 million registered user from what 300 million people use it every single day. (June 21, 2016)
 Facebook has 171 billion monthly users and 113 billion use it every single day. (June 27, 2016)

Marketing Purpose

You can build and create a bond by showing who your are, what you do and what you stand for. It is an emotional way of interaction. You can show insights like pictures, stories even short films about your work and build a strong relationship to the people out there.

If you have a product, you want to reach people who might like what you have to offer. That is Social Media Marketing in a nutshell. Reach people and market your company and product.

People spend a lot of time on Social Media, that means you have their undivided attention. It is not like a TV-Spot where people might zapp away. People often follow you on purpose, because they want to be a part of what you do.

Reffered to Architects

And every architect has a product, hence every architect could reach people and potential fans, who like what they do. Option A. Those people buy their service, or B: They promote at least what the firm is doing throughout their own social circle. That can have benefits for you and your firm in the long run. Just get your word out.

Here I have to admit, buying the service of an architect isn’t like buying the newest T-Shirt, BUT, building your brand and reaching people to engage with them can lead to the reach of potential clients and people with influence in the long run.

Why you should use it and how it can be done will be explained in the next Post on „Why the heck do I need social media as an architect?“.

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