The architecture industry is growing exponentially by the day, and it’s no surprise that Pinterest marketing for architects has become the ideal tool for the online AEC community. With a straightforward layout, a built-in search engine as well as an imageboard, Pinterest is one of the best social media platforms to magnify your company’s brand on the web.
For those unfamiliar, Pinterest is an image-based social media platform that operates through “pins” on specific categories, or boards, made by the user. Though it may seem simple, there are many ways to operate Pinterest in your company’s interest.
Simply paying for ad space, keyword-plugging and pinning is not enough. Consumers don’t want to be pried at, as they seek a more organic social media experience.
With these facts in mind, here are 7 key Pinterest marketing tips for architects to naturally boost your search rankings and effectively shape your brand to better suit the AEC community.
1. Build a Portfolio
Building a portfolio is an absolute must for your architecture company on Pinterest and is an ideal way to showcase all your work to your clients. Pinterest is image-based, and we all know that the AEC industry is best portrayed visually—so the more images, the better. The last thing you want is low-resolution images, so be sure to integrate high-resolution, top-quality visuals throughout your pins.
Brandishing your best work will help grow your audience and even gives you the potential to go viral. Utilizing keywords, hashtags, and incorporating aesthetically pleasing imagery in your pins will help draw in traffic to your portfolio pinboard––all while bringing in the right crowd for an inside look at your work.
2. Educational Content
While Pinterest is image-based, the content that matters most is the core depth of your pins––ultimately raising awareness and opening the opportunity to link to your company’s website.
Be sure that you are including relevant context behind your photos whenever you are posting your content. For example, you can elaborate on the background or collaborative efforts behind a photo, revealing interesting insight for your audience.
When posting images on Pinterest, you have the opportunity to link a URL to an image––giving you the perfect anchor to direct users to your website. This will also help clients with any questions they may have, while also enhancing your SEO presence.
Some URLs you can include on your Pinterest can be relevant blogs from your website, helping elevate you as an expert in your field. You can also create and pin images and infographics that are relevant to the architectural industry, even if they aren’t your own work. It’s the constant flow of content that matters on this platform.
3. Concise Descriptions
[A perfect example of a ~200 character description]
Maintaining your audience’s attention can sometimes be a struggle, so adhering to a direct and descriptive dialogue is essential for your pin’s content, as well as the pinboard’s title.
Even though the pin’s description has a limit of 500 characters, this doesn’t mean you should write to the brim. Try and keep your descriptions to 200 characters or below, as anything longer may drive users away.
[An example of writing to the full 500 character extent]
Hashtags are another feature to take advantage of. The limit is 20 hashtags per pin, but be sure not to overdo it. Link your hashtags to your other social media platforms for seamless integration, helping carry your content over to different audiences.
Be sure to exercise keywords within your title, description, and hashtags. Applying all of these tactics as well as linking back to your website will make the information easy to obtain, help develop your online brand, and bring in your targeted audience.
4. Utilize Ads
Pinterest ads are affordable, and you can use the demographic targeting features to promote your pins based on location, device, language, and even gender. The ads run on a pay-per-click (PPC) basis, so you only have to pay when a user clicks on your ad. This helps filter out those who are truly interested and are ready to learn more about your company.
A call-to-action is definitely not frowned upon. Users are attracted to an authoritative and informative voice, and you can effectively incorporate a soft call-to-action to gently persuade your audience to click on your ad. Remember, don’t be too pushy, as this may deter people away from your business. Pinterest marketing works best for architects when showing your thought leadership and expertise – not hard selling.
Ensure that you are properly directing your followers to the appropriate page communicated by the ad. Pinterest intends to keep the overall experience seamless without any complex issues.
5. Outside Pin Inspiration
With a social media platform based around visual aspects, it’s not hard to “toot your own horn”––however, no one likes a megalomaniac. It’s important to convey a sense of humility, and showcasing your own various inspirations is a great way to keep your feed alive.
“Pinspiration boards” are popular amongst those in the architectural bubble, and the best part about them is that your inspiration doesn’t have to be solely project-based. For example, you can create a higher sense of engagement by shedding light on the people who help run your company––show the cogs of your well-oiled machine and what makes it run! Putting your team in the spotlight demonstrates that you prioritize a sense of synergy.
You can also layout different fields within the architecture industry, helping draw a bigger picture of inclusivity within your field. After all, the architecture industry is a network in itself––and everyone who works in it should feel a sense of togetherness from within.
6. Build a Community
Learn to utilize shared boards––where multiple users can pin onto, helping foster an overall sense of community as more and more people contribute. They’re also referred to as contributor boards, community boards, and co-operation boards, but really, they’re all the same thing!
Join a few boards that you are already familiar with, such as the boards of companies that you follow. You can even invite them to yours! There is a “follow all” button feature on shared boards, which can help drive traffic in. Websites such as Board Deck can help you pinpoint other group boards that will also help you strengthen your pinning strategy.
7. Inspire––Not sell
Amongst all of these Pinterest marketing tips for architects, it’s essential to remember that you should always aim to inspire––not sell. Take a more sophisticated approach when it comes to marketing to your audience instead of blatantly stating the obvious. Inspire your clients by opting for a subtle marketing strategy, and the advertising will happen naturally.
Be consistent in your content flow by presenting a wide perspective of AEC while also demonstrating what you can do for your clients. Whether it’s writing a description for a pin, or even choosing the photo, you always want to keep a natural feel.
That’s all for today. If you need help planning an architecture Pinterest marketing strategy for your firm, feel free to contact a Bizop Marketing Specialist today!