B2B marketing aims to increase customer engagement, deliver more quality leads, and improve brand awareness. While traditional media still plays an important role in the German architecture landscape, online marketing and digital communication are on the rise as decision makers are getting younger.
Many German architecture firms hire almost exclusively architects to do their PR, if they have a department dedicated to communications at all. Yet, architectural firms profit immensely from bringing together architects with marketing professionals by creating an interdisciplinary exchange: While architects can profit from marketer’s platform knowledge and focus on target groups, marketers learn about the industry and how architects and clients tick.
When I started working at a well-known German architectural practice, I did what I do first at every job: An audit followed by a competitor analysis. I used the insights to optimize the social media content strategy and hashtags while working on creating social media guidelines at the same time. One of my most important tasks is training the architects’ social media competence as well as advising the management on their social media profiles.
social media activities in 2021
- 107% more followers, significantly more than any other competitor monitored
- increased engagement due to newly introduced Instagram stories and highlights
- 38% more followers
- average engagement rate of 20%
- 8% more followers
- more international followers