Take one look at the social media profiles of architectural firms and practitioners, and you’ll discover a world of modern, eclectic, minimal, sustainable, bold and bright design to suit every appetite. But more than satisfying enthusiasts with beautiful design, the industry can capitalise on the power of social media. It’s platforms provide unique opportunities to attract and retain clients.

For business sales growth and profitability, the perceived quality of your offering is a vital factor. Quality is one of the basis a client will decide to work with an architectural firm. Therefore, it becomes essential for firms to communicate that quality. Usually, aesthetics are not enough for customers to make a final decision. There are other factors, including reputation, price, and innovation, that customers are also interested in knowing.

Firms are using social media to communicate illustrative examples of quality. However, we already know that customers will perform other research to obtain additional information. Frequently buyers use social media to achieve this aim. Therefore, the architecture firm must share a variety of social media content, marketing the firm, and build long-lasting relationships with customers to enhance customer perceptions of quality.

Knowledge Sharing

Typically social media users are online to get content. They either want the content to entertain them, interact with others socially or to learn something new.

The ‘learning of new information’ is the reason a large number of the most popular social media brands and influencers have built significant online communities. They have adopted a strategy which places a lot of focus, and time and resources into knowledge sharing through their content.

By strategically sharing information that your audiences find valuable, you can spark added interest in your firm. Consequently, you empower customers in the buying process, and you earn their attention. Once you have attention, customers develop an emotional connection with your content. With an emotional connection comes an increased trust in your brand.

As long as consumers find your content practical and useful, they will trust you more. What is more, they are likely to revisit your social media pages. If customers are choosing to interact more with your content, your business and your content are meaningful to them.

With so much advancement in building and design, there are valuable insights social media audiences will find beneficial. It’s information that customers are seeking, so why not bring it to where the customers are. Everyone is on social media; customers on social media; brands must go where the customers are. If a firm is not visible on social media, another firm will be filling that space.

By meeting these informational needs of the customer at the places where they are, firms can enhance customer perceptions of the organisation.

Social Interaction

A vital utilisation of social media is to strengthen brand awareness in customers’ minds – now that’s a business goal. However, from the customer’s point of view, one of the reasons for visiting platforms is social interaction. Users want to be involved in online conversations, and increasingly we’re seeing users relying on social media to stay in touch with one another.

Architectural firms who seek to increase customer perceptions should create content that encourages these much wanted social interactions. Activities such as engaging with audiences starting conversations, answering messages and replying to comments are fundamental social activities for your enterprise.

Other methods brands can employ to stimulate social interaction include sharing exclusive content, running sweepstakes, online events, and contests. These social interactions all go towards amplifying the customer experience. Among other factors, a good experience leaves customers feeling as though they can trust a brand. Along with trust, the buying process is made simpler.

Exploring ways to encourage audiences to communicate with your brand and with one another facilitates social interaction. Acceptable levels of social interaction will go a long way in positively impacting customer perceptions.

Awards Won

The awards process is an arduous and competitive one. Architectural firms are honoured with awards such as the Pritzker Prize, RIBA President’s Medals and MUSE Design Awards. These prizes reveal outstanding achievement in categories such as ‘House of the Year’, ‘Client of the Year’, innovation and vision. Enterprises who receive these business awards gain enhanced brand identity and visibility of products/services.

It’s well known that consumers have higher levels of confidence in firms who are winners of industry awards. If the customer knows your firm has an award, they believe it to mean you have made significant contributions to the industry and have attained outstanding levels of achievement.

If your firm has been or will be the recipient of recognition of quality, use social media to let fans know. You can create content that creates a buzz around the award both before and after receipt. Done well, in addition to providing proof of excellence, this type of content also involves your audience into the company culture; they begin to feel a part of the enterprise. Therefore there is an added level of community and commitment to your firm.

Consequently sharing successes such as awards not only demonstrate quality, but you meet both the informational and social interaction needs of social media users.

Enhance customer perceptions

Without a doubt, a firm that actively participates in posting content that utilises a combination of the discussed methods will positively enhance customers perception—adopting social media activities such as these place the firm at the top of the customer’s mind. When it comes time to buy or make a referral, you will be the firm that customers are considering.