Instagram can be a great marketing tool for you. *But before you find yourself freaking out over stagnated growth, understand there is a strategy and plan to it.
There are many beautiful pictures and feeds telling compelling stories. It’s time to step up your game……. Social media is important, you should implement a strategy behind your social media presence while making it more fun and successful.
It’s 2019…. Today I want YOU to be YOUR ideal client.
Congrats! you won the lottery. You have a chance to build the home of your dreams and completely furnish it to the top…. pick a budget in your head and —like a magician (that we all are) The Interior designer will do it for you.
Now that you have won the lottery because ideal clients have unlimited funds… or maybe your ideal client is budget savvy -whateves…. let’s just go with it.
What does the desire to find the right designer for your ideal client looks like?
I would love for you to understand why she/he is online stalking all of the images that you produce.
Is it your new fondness for hot pink and they love it… but are too afraid to try?
Is it the new showrooms you share beautiful pictures from?
Is it the sneak peek of the rooms you are working on?
Is it your signature opinion that they want to begin to understand the method to your work?
Was it that the last job site you mentioned a problem, now they know not to make for their home?
Is it the custom pieces you had made in a lovingly considerate way, that is perfect for each of your clients?
Is it because you share all of the newest samples that come in?
The answer is YES.
Instagram; Why do you use it & Why do they use it?
Instagram accounts fall into two categories, those who use it for business and who use it as a chronic visual testimony to their #personalbusiness.
Well, right now YOU are YOUR ideal client. You want the best designer to listen to you. You want the best designer to take care of you and get the best look. You have hundreds of feeds to look at… Why does this one stand out to you? Why is this feed the best one?
Why spend 3 minutes of their day every day to see you?
Well, this is how many people sum this idea up.
Instagram is like the news,
Facebook is like a talk show
IG Stories is a reality show.
If someone is looking at pictures from you and tuning into your reality show. You need a strategy to turn them into clients. You need a PLAN.
It’s called 5 categories/features or repeating items in your feed. Those 5 categories then repeat each week and you elaborate on your zone of genius.
A good social marketer makes sure their audience is being educated.
Why your client is on Instagram? He or She wants to be SMARTER.. a better consumer/ more on-trend/ did I say…SMARTER.
You (Designer) are on Instagram to create KNOW/ LIKE/ TRUST.
The Goal to establish know, like and trust is to repeat know, like and trust over and over….. More than 5 and it’s too much work- and your ideal client can’t register what you are conveying. You are going to go, rogue, one day – we will call those your other unnamed categories…. or Squirrels ( delete squirrels.) _-you got that opportunity to tag that you were with a celebrity designer but by now it’s buried in the #hashtag world- And it is not working for you.
Your feed is a portfolio is always working for you.
So consider your features/Categories, here are the 3 most important for the industry…
Each post should establish——————————————————-Know Like Trust
- Talk to your audience like they are your current client.
- Completed rooms, mini crops of vignettes
- Talk to them about how long the process takes,
- Issues that come up and how you handled it.
- Ask Me anything Opportunities.
- (**They don’t like to see real-time remodel work. They prefer more before and after. Think HGTV has them trained to focus for 20 minutes, —from start to end.)
- Newest and Best Product/samples
- A Style board for a room
- As a designer WOW this person with things I can’t find on my own.
- Faces… I want to know my designer personally
- Does this designer know what it is like to live with a dog? Or cats?
- Does this Designer deal with kids?
- Do you have an amazing knack for recommending the best new restaurants?
- Do you know where to go and when to go?
- Do you go to places that positively influence what I want?
- Oh, that is what it looks like when I walk into a design appointment!
- That showroom she goes to is amazing.
- Where is that shop?
- Your standard design process that makes clients feel safe comfortable and happy.
All of those questions can be answered in sharing about you and your life.
Your other 2 features:
Will fall in the line with your particular practice. Do you design Dr.s Offices? Restaurants? Drapes? only new construction? Turnkey? remodels? Multi Family etc.
Can you talk about new up and coming items in that specific area/ clients biggest problems/ how you handle it? Maybe you are a woman-owned business and you support women-owned businesses or artisans maybe you are wellness Cert or Green…. The more unique you are the better you are to stand out.
In these 5 features that you highlight consider addressing positive client communication. Talking about why the family that you are creating this dream home for is so kind and fortunate. *how you make the client’s life better, * house better * Happier lifestyle. What solutions you worked together to select, have specific qualities and meet the requirements of the project.
Also, call things what they are and show your personality…. If you are a designer that says NO to things and thinks things are ugly- out loud to their face. Give a little of that in your feed. Make it entertaining-Post terrible things from places and how you would fix it.- in stories. (giveaway a free room advice for a follower, have them chime in on polls.) Even though you don’t really want their advice they want to be involved. What do you think about these new samples? You have a great tool in front of you to establish trust.
If your social feed shows me pretty rooms, products I like consistently and a person with credibility, experience, expertise and an ability to make me feel comfortable and respected. Now it’s your turn who would you hire and why from their social media feed?
I have one I love in particular….
Please post yours in the comments.