Which networks to choose, what to publish, how to measure the impact? If you have questions about improving your visibility on social networks, this article is for you. As a bonus, discover examples in the layout and interior design.
Social networks are today an essential marketing channel for designers. In 2020, they recorded 8.7% more registrations than in 2019: an unprecedented figure that reflects new habits linked to confinement.
In France, 38 million French people use Facebook daily. This figure rises to 20 million for Instagram and 12 million for LinkedIn ( according to Tiz.fr ). A golden opportunity for designers who want to promote their activity. Discover our 10 tips for success on social media.
1. Choose the right platform
There are dozens of different social networks. How to choose the right platform (s) for your designer activity?
Fortunately, you don’t have to be everywhere: it is better to interact regularly on 1 to 3 well-chosen platforms. We have analyzed the most famous platforms for you:
Facebook is a must when working with individuals. If your target is the general public or you manage a network of stores, Facebook will be your greatest ally. For example, you can create a “mother” page for your brand, then a “local” page for each store. This way you can communicate with your customers about promotions, availability and listings near them.
This is what Quadro, a specialist in tailor-made interiors, did. “We have chosen to be as close as possible to our customers and each store has its Facebook page. Thanks to this network on social networks, all of our stores have twice the visibility of our national page. Every month, our stores welcome customers who got to know us through Facebook. ” testifies Laurent Raymond , CEO of Quadro , CMAI group
Instagram is the visual social network par excellence. Brands in the field of decoration and interior design have met with great success in both B2C and B2B. Fitters like Large Agencement, La Fabrique and Hasap are very present on Instagram. “We realize that Instagram is an essential showcase in the world of decoration and architecture. For our customers, today it is the network that attracts the most engagement. ” specifies Sophie ATTIA, director of the IDSA agency and author of the book “LE SOCIAL SELLING – social networks to sell” (Ed. Dunod)
LinkedIn is THE B2B social network. The platform offers more formal exchanges, but which make it possible to demonstrate its technical expertise. It’s the perfect place to connect with decision makers and trigger business opportunities. Fitters like Hasap, Kytom Architects and Sequoias have chosen to ensure a strong presence on LinkedIn. “Our clients, real estate investors, retail networks and even office real estate are on Linkedin. We have chosen to engage each of our employees on this network. This is one of the levers of our communication strategy so that our customers and future customers are informed of our news . »Says Lilian Raillon, partner and co-founder of Sequoias Groupe .
Pinterest is renowned for being particularly effective in the interior design niche. Aimed at the general public, this network has little potential for virality, but offers very good referencing in Google.
Houzz is a platform specializing in interior design. It is more like a promotional catalog than a social network and can be used for SEO and visibility.
Beyond social networks, we have listed 10 sites on which you can promote your projects.
2. Set specific goals
To be successful on social networks, you need to set specific goals to have an editorial line (a “red thread”) that will help you decide what and when to post. Some examples of objectives:
- Improve your visibility
- Increase store traffic
- Generate leads through social selling
- Integrate social networks into your marketing strategy. On this subject, the company 2020 has published a particularly interesting e-book .
The agency IDSA also offers a guide to help you find content ideas for social selling.
3. Share your achievements
Social networks are there to help you reach your current and future customers. To show them your expertise, nothing better than to share your best achievements with them. The field of interior design has the advantage of being very visual: take the opportunity to show them what you are capable of.
4. Post “before / after” images
Social networks are crazy about transformations and “before / after” images. This type of post is particularly viral and you yourself have certainly seen some. Post before / after photos of your achievements to elicit the admiration of your subscribers and customers.
5. Highlight its customers and partners
By showcasing your partners and customers on social networks, you strengthen your ties with them. It’s also a way of showing your prospects that you care about your customers.
6. Show what’s going on behind the scenes
Share “behind the scenes” with your followers. Introduce them to your team and talk about your daily life. This type of strategy not only allows you to demonstrate your expertise, but also to show your human side and bring you closer to your customers.
7. Be a source of inspiration
The field of interior design is full of possibilities. Offer your advice to your customers and prospects and give them ideas and inspiration for their arrangements.
8. Use the right hashtags
Hashtags allow you to show your posts to people who are not your followers. Research the most used hashtags in your community and use a few relevant #hashtags in each of your posts to maximize your visibility.
9. Interact with Internet users
Social networks are a tool for speaking out, but above all for initiating conversations. It is very important to interact with Internet users. For this, several solutions are available to you, for example:
- use “stories”, these ephemeral publications that allow more spontaneity and more proximity with Internet users,
- think about interactive content: survey, questions and answers,
- respond to user comments on publications to maintain the link.
10. Measure your performance
A good social media strategy is nothing without an effective system to measure its performance. The indicators to measure depend on the objectives you have set for yourself. Some examples of relevant indicators:
- The impressions
- The engagement rate
- The number of subscribers.
We hope that these few tips will help you get started or increase your visibility on social networks!