Smart buildings and intelligent infrastructure are becoming increasingly common as organizations look to automate and optimize their facilities. Implementing cutting-edge technology can lead to major improvements in efficiency, sustainability, and occupant experience. However, many people are still unfamiliar with the possibilities and benefits of smart buildings. This is where social media marketing comes in.
Social platforms offer the perfect way to showcase your smart building projects to a wide audience. With visually engaging content and real-world examples, you can build awareness and highlight the value of your solutions. Here are some tips on using social media marketing to promote your smart building capabilities.
Highlight Key Features and Benefits
Focus your messaging on your smart building solutions’ most important features and benefits. For example:
- Improved energy efficiency and sustainability
- Enhanced occupant comfort and productivity
- Heightened security and access control
- Streamlined facility management and operations
- Optimized space utilization
- Intelligent maintenance and reduced downtime
Use your social content to tell a compelling story about how your specific capabilities, including predictive maintenance software, deliver value for building owners and facility managers.
Share Engaging Visual Content
Photos, videos, and other visuals tend to gain high levels of engagement on social platforms. Share before and after imagery showing how your solutions transformed a dull outdated building into a high-tech showpiece.
Capture employees enjoying new smart features like digital signage and room booking panels. Document installations and behind-the-scenes views of the technologies powering your smart buildings.
Short videos are especially impactful. For instance, you could film workers controlling building systems from tablets or occupancy sensors automatically turning off lights in empty rooms. Dynamic visual content brings your smart buildings to life online.
Comparison of Leading Social Media Platforms
| Platform | Monthly Active Users | Best For |
| 2.96 billion | Driving sales, promotions | |
| 2 billion | Visual content, engagement | |
| 450 million | Thought leadership, real-time updates | |
| 560 million | B2B marketing and leads |
Spotlight Specific Projects
Once you’ve implemented smart building solutions for a client, highlight the project on social media. Outline key details like:
- The client’s name and industry
- Location and size of the facility
- Specific pain points addressed
- Technologies utilized
- Quantifiable results achieved
Real-world examples lend credibility and allow you to demonstrate proof of concept. For instance, you might share how an office building reduced HVAC costs by 20% with new sensors and algorithms. Make sure to tag or mention the client as well.
Curate User-Generated Content
User-generated content (UGC) helps add authenticity to your social media marketing. Look for relevant posts, photos, or reviews from clients about their smart building projects and re-share them. For instance, if a facility manager posts about how your remote monitoring platform simplified workflows, ask permission to re-post natively with credit to the user.
UGC provides credible third-party validation. You can also encourage UGC by running social contests or campaigns asking users to engage with branded hashtags or topics.
Join Relevant Discussions
Participate in social conversations about smart buildings, facility management, automation, PropTech, and other pertinent topics. Share your expertise and perspective. Join discussions in LinkedIn Groups, Reddit communities, Facebook Groups, and other forums.
Comment on and respond to relevant posts from peers, news outlets, and thought leaders. Social engagement positions you as an authority and helps build relationships with prospective customers. But focus on value-add rather than overt self-promotion.
Partner With Influencers
Partnering with industry influencers on social can expand your reach. Relevant influencers may include analysts, journalists, other smart building providers, tech personalities, and commercial real estate experts.
Consider guest posting opportunities on their blogs. Or explore co-marketing campaigns where you collaboratively create content and cross-promote it. For example, you might co-author an ebook on smart building adoption trends. Influencers lend a signal boost and third-party credibility.
Use Paid Social Ads
While organic social activity is important, paid advertising can accelerate results. Targeted social ads ensure your smart building content reaches the right audiences like facility managers, property owners, architects, and construction firms.
Focus ad spend on the platforms where your audiences are most active. Track conversions and optimize towards key goals like whitepaper downloads, contact form fills, and sales inquiries. Complement organic efforts with targeted paid campaigns.
Measure and Refine Your Approach
Continuously analyze your social initiatives and refine them based on what’s working. Which types of content drive the most visibility and engagement? How are social campaigns impacting lead generation and conversion rates? What partnerships and platforms are moving the needle?
Set measurable KPIs and track performance over time. Double down on what’s successful and rethink what’s underperforming. Share top-performing content across multiple platforms and re-promote evergreen assets. Let data guide your social strategy.
Use Social to Tell Your Smart Building Story
Social media enables you to craft compelling narratives around your smart building solutions and highlight proven success stories.
Key tactics include visual and interactive content, client testimonials, strategic partnerships, paid ads, and data-driven refinement. Focus on building awareness, generating leads, and positioning your brand as an innovative leader.
Social platforms make it easy to target and engage commercial-building decision-makers. So leverage these channels to their full potential. Tell your unique story, spark discussion, and convey the possibilities of smart buildings and automation. With a thoughtful and creative approach, your social presence can catalyze business growth.
Frequently Asked Questions
Q. What types of content should I prioritize on social media?
Focus on visual and interactive formats like photos, videos, livestreams, polls, contests, and Q&As. Also share useful tips, case studies, employee highlights, industry news, and events. Keep testing different content types and double down on what resonates.
Q. What metrics should I track for social media marketing?
Important metrics include reach, engagement, clicks, conversions, follower growth, shares, and overall audience sentiment or buzz. Use built-in analytics within each platform and third-party tools for deeper insights.
Q. How can I make sure my content is reaching the right audiences?
Leverage targeting capabilities within social ad platforms like Facebook and LinkedIn. Research where your target personas are most active. Join relevant social Groups and communities. Connect with influencers aligned with your niche. Interact and engage consistently.
Q. How often should I post on social media?
Aim for 1-2 daily posts on your most important platforms like LinkedIn, Twitter, and Facebook. But focus on quality over quantity. Re-promote evergreen content and increase frequency for time-sensitive campaigns. Study competitor posting cadence as well.
Q. What are some tips for social media graphics and images?
Images should be high-resolution and eye-catching. Use visuals that authentically communicate your brand personality and values. Infographics, charts, photos, and videos tend to work well. Optimize images for each platform. Add captions and ensure accessibility.
Key Takeaway
Effective communication is key in the ever-evolving landscape of smart buildings and intelligent infrastructure. The power of showcasing smart building projects and solutions through social media marketing cannot be overstated. It’s a potent tool to bridge the knowledge gap and demonstrate the possibilities these innovations bring.
Your social media presence has the potential to be a catalyst for business growth, generating awareness, leads, and establishing your brand as an innovative leader in the smart building industry. Craft your unique narrative, spark meaningful discussions, and convey the boundless possibilities of smart buildings and automation. With a strategic and creative approach, your social media efforts will help you stand out in this dynamic field.
