Social media is a great place to be seen—but not necessarily hired.
The biggest temptation with social media is to use these platforms for vanity. It’s exciting to show off your beautiful work and get likes from the community. And sure, it’s true that many architects and design professionals get leads from Instagram, LinkedIn, or Pinterest.
You definitely need a social media presence. But relying on social media alone is a risky choice if you want sustainable lead generation and predictable income.
Here’s what you need to know about the digital marketing strategies that will set you apart – including social media as well as on-site content.
The gaps that an “only social media” strategy leaves out
Even if you have a big following on social media, you’re still at risk:
- Reaching your audience in multiple places. Algorithms can change in an instant, and you don’t own your social media audience. You could lose your reach overnight, winding up high and dry if you’ve overinvested in social media and underinvested in other ways to connect with prospects.
- Followers don’t always turn into paying clients. They might like your design style, but they may not have the budget or the desire to actually hire you for a project. Social media metrics can give you a false sense of stability.
- Targeting the right clients is tricky (and costly). Unless you’re a pro, it’s difficult to connect with the right prospects on social. It may require paid ads and detailed strategy.
- Social media platforms have limits. From character limits to video length and photo dimensions, you have to play by their rules when you use a platform. It can be tough to showcase detailed projects or full portfolios if you rely only on social.
- Social media has unknown SEO benefit. Your Instagram feed is now indexed by Google, but it’s a new effort and results are not guaranteed
To be clear, social media is a powerful marketing tool. But it shouldn’t be your only tool.
A comprehensive digital marketing foundation for your firm
The best digital marketing strategy for architects and design professionals is comprehensive, with strategic content in multiple places online.
The marketing plan that will work long-term is: Website + SEO + Email Newsletter + Social Media.
Your goal is to invest more in the assets you will own, like your website. This will yield more control, better targeting, and higher-quality leads. Plus, your website’s value will grow over time thanks to the compounding interest of SEO.
Think of your website as your home base for all marketing.
Here’s what that looks like in practice:
- Interactive, filtered portfolios that double as keyword-rich landing pages
- SEO-optimized blog posts and guides that position you as a thought leader
- Client testimonials that build trust and improve conversion rates
- Clear contact path to encourage inquiries and consultations
Your website needs to help you rank and help you convert.
Social media is a traffic driver, not a destination
Social media is the perfect engine to attract attention but make sure you are sending people to your website.
Use social media to:
- Tease projects (and link to your website)
- Post snippets of testimonials (and link to full case studies)
- Showcase work in progress (and link to your main portfolio)
See the pattern? Think of social media like the free samples at Costco. People can try a bite for free, but the real money maker is when they take home the full-size product.
Review and next steps
The big takeaway here is that social media is a tool, not the toolbox.
Your website and SEO? These are investments that work for you 24/7. Plus, you own these assets and they’ll keep growing in value over time.
Build a strong foundation by investing in your website before you invest in social.
Start building an owned, search-friendly presence now to get ahead and stay ahead.