Developing a Quarterly Social Media Strategy for your Architecture Firm

Social media can be a powerful way to engage with your ideal customer, and having a quarterly social media strategy can set you up for success to delegate it. Here are some things to consider.

1. Set Clear Objectives

Before diving into content creation, define your goals for the quarter. Are you aiming for brand awareness, lead generation, or client engagement?

Begin by asking yourself what success looks like for your firm in the next quarter. If it’s expanding your client base, your strategy might emphasize lead generation and client engagement. If it’s about showcasing your expertise, content creation and thought leadership could be the focus.

2. Know Your Audience

Understanding who you’re speaking to is key. Are you targeting other architects, potential clients, or both? Speaking to other architects is not typically a useful marketing strategy, but as architects, we do this a lot!

Tailor your content to resonate with the interests and pain points of your ideal customers. Analyzing the demographics, interests, and online behavior of your target audience will provide you with insight to inform your content strategy.

3. Craft a Content Calendar

Consistency is critical on social media. This doesn’t mean you need to post every single day, but determine a cadence that you can manage based on your capacity. Consistency builds anticipation and keeps your audience engaged.

Plan your content in advance – highlight upcoming projects, share design insights, discuss trends, or showcase the human side of your firm with behind-the-scenes glimpses. A well-structured calendar streamlines your efforts and maintains a consistent, engaging narrative for your audience.

Here is the simple content calendar I use. Download it for free below and edit it to fit your needs. Go to File > Make a copy to create your own version.

​Simple Content Calendar​

4. Optimize the Platforms

Not all platforms are created equal. Identify where your audience is and tailor your approach accordingly. You don’t need to be on every platform.

If your designs are visually stunning, platforms like Instagram or Pinterest might be a good fit. On the other hand, if you’re targeting professionals or B2B opportunities, LinkedIn could be your primary focus.

When using multiple platforms, customize your content for who you are trying to reach and the strengths of each platform.

5. Engage and Interact

Make it a habit to respond promptly to comments, messages, and inquiries. Go beyond just broadcasting – ask questions, seek opinions, and share valuable insights. Building meaningful connections through genuine engagement builds trust.

6. Track and Analyze

You aren’t posting to social media for fun. You want results. Based on your goals, define a few metrics to track. The amount of information available can be overwhelming; by selecting a few key metrics, you can focus your efforts.

Use the data to inform your future decisions and refine your strategy.

TL;DR (Too long; didn’t read)

Social media can be a powerful way to engage with your ideal customer, and having a quarterly social media strategy can set you up for success to delegate it. Consider this:

1. Set clear objectives
2. Know your audience
3. Craft a content calendar
4. Optimize the platforms you use
5. Engage and interact with your audience
6. Track and analyze metrics based on your goals

Good luck, and as always, reach out if you have questions!