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Hi everyone. This is Deb Mayberry with national kitchen and bath Association. You’re here for our second design webinar about sales and marketing and today’s session is called social media marketing tips for design and remodeling professionals. Jason Lockhart is with us. He’s the CEO for kitchen and bath Marketing Solutions. But before we get started we’re going to have our sponsor canvas say a few words and it’s actually not the sponsor but it’s been pettikowsky. He’s a content and marketing operations manager. So then we’re ready to to hear what you have to say about canvas, please excellent. So as Deb mentioned I am Ben and I lead marketing for canvas. We are sponsoring this series of webinars because canvas gives you more time to spend on things like marketing your company. Basically if you think about all the time you spend measuring an existing property that you’re going to remodel and then the time you take to either take those Hands, or pull them into your design program before you can start your remodel or to Simply make a nice floor plan or get some detailed measurements canvas does all that for you. You basically walk through a home with an iPad or iPhone and it canvas is pulling in thousands of dimensions a second and then takes those dimensions and creates editable as builds or detailed measurement reports for you.
That’s why we’ve been named in IBS best of IBS Awards finalists for the best foam software product. So if you’re going to be a cave is we will be there as well. We’re on the IBS side, but you’ll be able to get into that expo hall with your badge and we’d love to see you there Jason. If you wouldn’t mind going to the next page depending on what program you work in you likely work in 2020, maybe SketchUp Chief Architect or Revit we support all of those formats directly.
So we literally will send you a file to open up in SketchUp or 2020 or whatever. You use we typically turn those files around between one to two business days and we charge 15 cents a square foot. So you could do an entire 2000 square foot home for about $300. If you don’t use one of those design programs, we also have our measurement report which is sort of like a floor plan on steroids, which is a floor plan with detailed measurements for each room that you’ve scanned. And we also will do a traditional 2D floor plan or AutoCAD file as well. And if you don’t mind turning to the next page. As I mentioned will be in booth w1459 at IBS that again is part of KABMS. And if for some reason you can’t make it if you’re not going to be there, we’d love to schedule a virtual demo with you. I’ll drop a link in the chat that you can click on to schedule a meeting that way or if you just want to send an email to hello at canvas.io. I’m more than happy to schedule a meeting that way as well. And I know that there are a few of you who have chimed in on the chat saying that you already use canvas and that makes me so happy. So we’d love to see you at the show to talk about it more and if you don’t I’m sure you can ask others on the chat about what it’s like to use canvas. So with no further Ado. I think I’m gonna turn this back to Debbie, but our friend Jason has got a great presentation in store for you today. Thank you so much Ben and thank you canvas for your generous sponsorship for our design webinars this month and Jason.
I know you’re waiting the wings. We’re ready to get started. Thanks for being
with us today.
Thank you. And thank you for having me here today.
I’m here to talk about social media tips and
right here. You’ll see we have we have
a QR code for you to download the book. So it’s like
Debbie talked about at the start.
There’s going to be a lot of information. So we actually
have a booklet here to help you take the note. So
you either as your watching now, or
if you’re watching the recording you’ll be able to follow along
what’s happening with the presentation.
And I’ll also have this at the end just
enough that you miss it now, so if you don’t have a chance
to download the booklet now, you’ll have a chance.
So what we’re gonna talk about this is just
the agenda for today. So we’re gonna have you understand your
why because there’s a
lot of social media platforms out there. There’s a lot of information out
there but understanding why you’re on it
is is the start. Okay, then we’re gonna
talk about knowing your audience and what that’s all about.
We’re going to lead into content creation one
of the most Acts.
Things I’m asked about all the time is what do I create? So we’re
gonna talk about that. We’re gonna talk about being social
and then we’re gonna end with the tools you
need.
Okay, so just a little on me.
I’m actually author. I had wrote the book
The Complete God’s internet marketing for the kitchen and bath industry.
I also host the podcast designer. Discussions
is the name of it. I’m an industry up.
Partner here with the nkba, and I’m also a ceu
provider for the nkba. I’m a
marketing sales and marketing specialist here.
I’ve actually spoken at KB is
and AIA events as ID
event. So I’ve done a little bit of speaking in
the past have over 20 years experience in
the architecture industry. I’m actually Architect by trade have
architecture our it’s architecture and
planning forward within the Dallas area. We also have a satellite office
in Louisiana, and I’ve also taught
at the school architecture at Southern University and LSU
so I know a little bit about the industry and I know
a little bit about marketing is where
All right. So as I say we want
to start with understanding your why and oftentimes what
we there’s up a lot of goals that
you can have but there are three main ones that we
see over and over in the design industry and that’s a increase
sales Grant brand Partnerships
and brand awareness.
And like I said, there’s others but these are
the three main we see but what you want
to understand at the start is that this is a social media
platform. Whatever you use Facebook
Instagram Twitter tiktok, whatever
it is Pinterest what
whatever at the end of the day it’s it was made to
be social. So what a lot of designers forget
is the social aspect of social
media and that’s what I’m talking a little bit about today and
what I what what you see here is
number one sales most designers
date use the social media platform when it
gets sales, but the other two not so
much the brand partnership but brand awareness.
You have to have some brand awareness in order
to get sales because in marketing we
all like to say it’s all about know like trust nobody
will buy from you until they know like
trust so brand awareness. Usually is where
you
Start but at the end most this designers
that we talked to more safe, okay?
So once you know what
the goal is now you can Define your
audience and it’s all about defining who that
audience. Is that client Persona and we’re gonna
talk a little bit about that. So in the workbook that
you have and also what we have here we have how to define your clients.
Have a little exercise. I’m not gonna go into the the
depth of the exercise because that’s
within the booklet. But in essence we’re asking you to
understand your clients. Who what the
demographics are where they’re paying a frustrations are fear and
implications the goals and desires dreams and
aspirations and we have an example in the booklet
of of how that can look because we
had did this for one of the clients we have in Houston.
We did an example and I asked them if
we can use this an example and they say, yes, so you’ll see
some of the demographics and the information we
have for that client Houston will see that but where
you want to start is you want to
Choose your five best clients, not
your five highest payment clocks because sometimes your highest
paying your clients are not your best clients. And I know because on
the architecture side some of our highest planes clock highest
paying clients are not our best clients. Your
best clients are the clients you love to work with.
Those are the ones when you head to the job site when
you’re headed to their house, you’re exciting. They love talking
to them. You love talk to them. You want to
have more clients like that. So you want to have your
five?
best clients
And you want to do in a an analysis on him?
Okay, and so you want to what what you’re
gonna see is when you find all this information to demographics the
pain and frustration, you’re gonna see an overlap that
overlap is starting to Define your ideal
client in your clients. Okay?
So now if you and so once you have
that you’re gonna develop an avatar of who
that he or she so that’s gonna be a female and
these just some examples Brittany Beauty,
you know Felicity Passion
Daniel design just some client avatars
just some examples of how they
could look once you have your five. You have that overlap. You’re
gonna find out their clients.
Okay.
Then there’s some twos out there. This is really for
the designer that does not have a lot of projects or
does not have a lot of clients that they
like to work with. So you may like for instance. You may be
a designer that want to work more in the high end, but you haven’t ever
worked with higher clients you you may have
worked with the middle class or
anything like that, but you have not worked with
the higher clients and that’s who you really want to work with. You may
want to work with class later in fashion. History are movie stars
or anything like that, but you don’t have clients like that’s
where you may want to use the tools to help you find
out that personality that Persona because you
don’t have your five best clients look at
to do an overlap from that and these are just some shoes
you have here. We have one here that
you can look at and that’s a free too. They have a paid option, but the
free option is a good analysis.
And then you also have this is just some
analysis looking at all of the
designers that are on social media. So there’s over
a hundred and thirty eight thousand interior designers
and it’s not even counting for models and Architects. So
you’re you’re talking about two to three hundred thousand
that are on social media and there’s a lot
of platforms out that we talk about a Facebook Instagram.
Pinterest house LinkedIn and
what has happened? Is that what what we
hear a lot from the end user not so much
designers that you know, improving the design to
look at feel is the top concern of a lot
of home.
And that’s why they hire a lot of designers. And so
that’s what we hear from you.
And now where we get to is authenticity
and and creating copy this
right here is what I hear from a
lot of designers that either work with or that we
either consult with our I train with or
whatever. They always talk about social media.
What do I post? Okay. What is it? Cuz I
have no idea.
And what you want to do you want to?
Have content that actually resonates with
your in-use that’s why it’s important to know
who your ideal client is because once you know
who your ideal client is now, you can reverse engineer if
find out what their likes and interests are and you can
write and create content for their interests
and what they’re interested in as opposed to what you
think they’re looking for because a lot of times when
we analyze designers accounts and
they say we don’t have to follow we need to have we
are doing what we’re supposed to do on social
media and look at their posts. They’re really
generic. They really don’t have a defined audience and
that’s because they haven’t five here Avatar is
and so they’re writing for who they
think Their audience is but not for Their audience.
And so they’re writing generically they’re not
adding value. So they’re in
user but what you know, you’re who your ideal client is now,
you can create cutting for them that
It’s value to them. Okay, and whoever
your ideal client is you want
to tell stories because that is what ultimately helps
you in graciate yourself to
that end user telling stories because yes, they’re
all social media to be social. But if
you are providing value, you’re selling story letting
them know a little bit about you. We’re gonna get into about
opening up yourself. That’s something else.
I hear a lot about designers. How much should I share?
You know, should I share about my kids my dog? I
can’t whatever and so we’re gonna talk a little bit about that.
But you want to tell stories that
actually resonate with your end user knowing who
they are and then you want to build content that that
actually represents your brand the
right way and it reflects the values of
your brain. And so and we’re gonna we’re gonna
talk a little bit about that but it’s all about being off it
because you know in you’ve talked
to either a Salesman or car salesman
or anything that you know what they’re
being salesy or they’re being authentic and
at the end of the day on social media your get
more followers and more interesting change me
when you’re off it that
So some of the content ideas here. These are
just only a few and these also in the booklet but
images of your work that’s obvious
because as a designer and
I know because I’m just I’m a designer as well.
We have a lot of work even even if you’re
new if you’re a newbie and you haven’t a
design for a while or you just open your firm a
lot of the times you can use a lot
of your ass work from where you worked in
the past and have a disclaimer. This was done while I
worked at whatever whatever and then that’ll
survive. Usually you want to get permission from that other firm to
have that to have those images but most designers
have work that they
can show
now what you want to be mindful of is the
type of work that you
show you want to show the type of work of the clients that
you want to get more work of because we all have
projects that we do work on that is just honestly
taste the peoples but it’s not our best work
is not our ideal client is not what we
really want to showcase. So you want to be mindful if that’s
all you have then that’s okay for now to show but you
want to show your best work the work that showcases your
brand the right way and showcases who
your ideal client is the right way because when
the end user looks at your projects, they’re
gonna Envision is this
how I want my
A bathroom to look is this how I want my kitchen is this
how I want my dining room living room bedroom. Whatever
that is is this how I want my room. Look they’re
gonna judge you off the images that you show
and if you’re showing your best work your ideal
work for your ideal clients. Now, they’re
gonna relate to you in a different way and they might relate
to another design. Okay using before
and after pictures when you design because we all have
the remodeling job
that we did.
In this was really okay. So on
the hgtvs and the Bravos of the world where they do the
half hour show we all have things about how those
shows do not really showcase what happens
behind the scenes but the end user is
used to before and after used to seeing. Okay. This is how my
kitchen used to look. This is how it looks now, so doing before
and afters and if you can have dramatic projects where
you did a dramatic change that also showcases Your
Design skills, and that’s what you want to get
over to your in-use. Okay, haven’t blog post
where you’re creating tips best practices
create a Vibe is where we talked about
before and after you where you can show that dramatic transformation.
That’s something that you can have and
in the blog post.
Tours, like I said storytelling stories
sale. Okay, and if you could tell
about either your processes yourself your team that
that helps to help the end
user get to know you so they can know like it trust
you and then they’ll start saying age with you more.
If you have any projects on house or
any of these other platforms.
You know, you can showcase a lot of that it you can do a press
release. If you have either if you’re opening new
or starting service opening up
a new location, if you had if you’re wanting award
either in kba award locally originally
or nationally or if you’re in any of the other groups
where you want to support you can do
a press release on that idea of books and
ebooks and all that. And well the best things that
you could do with the testimonials clients, honestly if your
clients are open to them open to it.
One of the best things you can do is when you
have the reveal and I know
a lot of times you don’t have to reveal like they show on TV
where they show the before and after and that half hour they
have to be reveal. But usually when the
project is complete you have a reveal of
some sort because the client is happy to get you out there happen
to have they happen to have a contractors and they
happen to get there kitchen back there bathroom back
their bed, whatever that space that you design their happy
to have it back so that in day where you’re
showing them all of the ffme finish,
uh, fix your furniture and and
equipment that you put into the space that is
usually when they’re at their happiness because
like I said there look up the project is
complete the contractors are leaving
the house and that’s when if they’re open to
and you can ask them beforehand if you can video that
aspect of it and if you could also
CEO their reaction and do a testimonial
on the spot. That’s the best way
to get a great testimonial is like I said when it’s over because
they’re happy to have you out their house. They’re usually at
that time. They’re happy with the reveal. They’re happy with
what you did and they’re gonna hand you a nice review and
those reviews are some of the best things that
you can have on your social media and your website
because a lot of the times when you talk about yourself, the
end user already knows that you’re gonna say all these
amazing things, but when you have a third party
in your client saying is now therefore
Okay.
And this is what I was talking about video content
rules tiktok right
now is hot.
As you can see now and last year.
They also passed one billion users
are I mean and that I mean active users
and that is that that happened almost.
I mean cuz if you have followed anything
about social media Instagram change
their algorithm last year based on
what was happening with tiktok because of
the video and so now more so
Instagram if you have a static
or image post, you will not get the same
engagement as if you do video or if you
do a story if you do a real do any of
that because the video and that’s a lot to do with tiktok.
And so you may or may not have the tiktok account and
this is not me talking about any one social
media platform over another because you
need to choose the platform where your audience
- That’s another reason why you want to know who
you’re ideal audience. He is because you can reverse engineer and see
where the majority of your audience. He isn’t that’s
the platform you need to put most of your content and all
that.
but
whatever platform it is usually video will be
involved somehow someway, whether it’s Facebook Instagram
tiktok. What most
of the platforms Now video is a
big part of the platform. So even if you
are not
Comfortable having your cell phone video. Maybe you
can do a voiceover and we’re going to talk a lot about that
later on where you could do a voiceover of a
project where you could show the process and then voice it.
Or you can have somebody else in your
office if they’re energetic like to be
on camera have them do it or I mean or
you could do a slideshow where you’re
doing before and after images turn that into a
video with music where you do not have to have a course
you just have music but there there are ways if you
do not specifically want to be on camera that you
can have video in your social media account.
Okay, but video is an aspect that
you need to have incorporated into content
somehow, okay.
And then these are just some of the basics we
have here. Like I said walkthrough walkthrough videos
where you’re showing your process where you can
do, if you’re beginning a project showing the
whole process of that project have to get the client
consent obviously, but if they’re okay with it, you
can show from the initial consultation to the
design review taking them to see any
of the any of
the stores that you go to any of the furniture stores or
anything like that.
Taking them through the demolition process then taking
them to the contractors being in the
house changing if there’s any change orders going through that
process against the final reveal that whole process
you can video it and edit it. And even
though you may have one long video you can snip you
could slice that up and have a whole series where
you could do a month long on the project and
your process. This is how our process works when we
work with client. And so that helped the appreciate you from
other designers because nine times out of 10, your process
isn’t the exact same as a designer down
the street so you can showcase your processing video
and then when the end users looking at looking
at it now, they can relate more to you then they
will with the other designer because your showcase process
Okay.
so creating video in your
library in that social media library has more
of than
Static images and like I said Instagram is the
ultimate example because if last year they changed
over their whole artery. So the static
post do not have the same engagement or
likes that the video does so
that’s a direct show
and like I said, that’s because the tiktok but
the video should be an aspect of that.
Okay.
Like I said satisfied satisfy clients, if you
can have videos of you know, that’s a great way to have
video and add that into social media especially
and also having on your website, but we’re talking about social media
right now. And if you host any online events
webinars live chats interactive discussion,
so if you’re if you’re on Instagram,
you know IG live
LinkedIn has that it will LinkedIn has a lot of
Facebook has a live. So most of the social media
platforms have a live component.
That you can either video either project
that you’re working on you can
video.
I individuals in your office your staff
if they’re if they’re working on
something just to see how it is working in office working with your
again. That’s also showcasing the process. But that’s
a way to incorporate video. That’s not
taking too much time out of your pay when
you’re trying to think of what I need to post. Okay?
Just some other ideas social audio.
This is something that we had talked about now, obviously, when
when you think a soci audio you think a podcast
which if you are open to do
a podcast that’s great now podcasts takes a lot of time because
I have a podcast so it’s it is it is
good. If you do it in your consistent at
it great way to teach the name out there
branding but it is a lot of but besides pots
you have social audio. Like I
said where even on even on your
video. Like I said if you don’t want to be on camera
You can audio or you can voice over either a
walk through you can voice over images before and after
images. You can voice over anything.
So even if you just did a slideshow if
you did if you were showing the process and
the project that you were doing and you were voiceing that
over that is about this social audio that you can not only
have on social media. You can have that places where
and that audio can and can but
can’t I have your end user
no like trust you because now they get to see how you sound they
get to see the tone. And so when they talk to you
they feel like they know you because a lot of the times
I have this happen now when I meet people
Either at nkba against here in
our local DFW area or when I’m
at KB is I I often have you
know designers come up to me and say
Jason. I I saw you. I heard your
podcast whatever and they feel like they know me because
they’ve heard all of my podcasts. I do a lot of video webinars.
And so that let your in
user get to know like trust and that’s where
the social audio jumps in and so the
more you can do this social aspect, especially
if you do not want to be on Camp
social part is easy enough. Okay, and
there’s a lot of ways in there that you okay.
Next thing with creating content is
to analyze the competition and to do a competitor analysis.
This is one thing that you
want to do. If you are not on social
media and you’re getting into this you’re
listening to this for the first time or you’ve been on social
media for years and you’re not having the effect
that you want to have where you want to start Beyond. Like
I said number one know the code then
your audience know and then the final but then
the next thing you want to do you want to analyze the competition?
And you want to look at who what other
what other designers are on the social media platform
that you chose because like I said, I’m not promoting one over
the other end. What should determine the
social media platform? Your own is your audience?
Because like I said, once you’re reverse engineer your audience
now you can see what where the
majority of them are what platform they’re
all
and then create content for that platform because another
thing I hear from designer is I’m on
Facebook Instagram tiktok LinkedIn
Pinterest and I’m having I’m spending all day all
week trying to create content for all these platforms. You should not do
that. Unless you have marketing agency
working, which you are you have somebody in house that’s
creating the content and adding on all these
social media platforms. If you are one man or
one woman shop, you should not be in all your time or especially
What why you need the how why you
need to Define your audience and find out what platform they’re all.
Because now you can determine what is
the main platform you need to create content for?
Because not all the platforms have the same
type of criteria and requirements in terms of content some you
have to have the content vertical sometimes horizontal.
Sometimes you got to have the image of certain
way that had a video certain way. So you need to know the
platform you need to be on and once you know that now
you can create content for that platform and being curate
that same content for the other platform that
should take that long because that’s not the platform. You’re
you’re audience is on you’re just putting content
on those other platforms so you can be
on other platforms if you’re on a platform, but you should
only be creating content for one main platform. Whatever that
is your audition. He’ll drive but once
you define that platform now you
want to find other designers on that platform that
are either like you that either design
Either have similar clients. So what you
want to have or you just like their style
or whatever it is or they have a lot of Engagement whatever
it is that attracts you to that Designer
or those designers start to
look at their feet. Okay. So you want to analyze you
want to make a list of them you want to start to analyze
them you want to uncover the strategies that
why is their content so
popular? Why does it get so much engagement? It starts
to understand and once you understand that now
you can do a gap analysis and what I mean by Gap analysis,
you’re starting to understand and see all
of their content and see where they’re gaps there
that you can either feeling your information where
you see information that is missing that it
may be a designer that if you’re
in Chicago, but they’re in California. They’re in Los Angeles, but
you have the same type of client that you’re
going after but and
Doing their social media postal certain way but you
see a gap in there where they’re not doing x y
z they’re doing ABC now you’re starting
to the light bulb is starting to go off. I can
feel in those gaps and I can start to
create content similar to this don’t copy
but similar to this and add in
the areas where they’re missing to reach
that same type of audience in my area. So now
that is helping you to create the content.
You want to build the profiles from that and then you
want to turn what you find all of that
information. It’s it’s actionable steps. Okay, so
is good to analyze you do
not want to do analysis by prep.
You do not want to have wireless.
And do all this analysis and do nothing with okay,
you want to analyze it analyze the posts which
ones gets a lot of Engagement see which
one is doing well and being make a list. Okay. This is
where the gaps are or this is where I can add contents similar
to that for my audience
and producing and happy, you know also engage you want
to also do an analysis. If you have been on
social media for for a while of your own content do this
same exercise for your own content because
this is gonna help tell you because you’re gonna
see from your own post where you
getting a lot of likes and engaged. Where do
you need to do more of this where you may have
thought my audience wants to see XYZ, but once
you do that now they want to see JFK. No,
but not XYZ. And so
now you’re like, okay. I thought they were interested in this but
now I know they want you or this I need to do more content
both videos.
Like this and so do that doing that
analysis helps you out a lot. Okay.
Facebook, uh has a
great way that you can analyze and they have a lot
of spy tools that you can you some are
free some are not
I’m gonna show you a quick and simple way that you can actually analyze this
and I’m a go into my own
Facebook profile. Okay?
So I did not look up any desires because
I did not want to analyze any designers live
or on the recording.
But this is all my own tea and then
you’ll see I have here. This is my high school
a friend. I went to high school Hershey was a show what’s
happened with her kids at game. But when you
scroll through your own tea, you’re gonna see here every
now and you’re gonna see sponsored posts. Okay,
if you’ve ever wondered, why are
they?
advertising to me
You can click on this area the three dots
click on that.
And click here. Why am I seeing this ad?
And it’s gonna open up.
Uh dialog box that tells you
why how you fit into the demographic
of their ideal audience that
they’re advertising to? Okay, so it so
you can click on any of these and if she shows
you by the area because some of these it says
all of the US plus some areas are just
for the air you in Dallas, Texas, Los Angeles
Chicago wherever
and then you see all of that but what you want to get to
so that is how you’re seeing a
What you want to do? You want to click on where the
the sponsor is
or in your case the design if you’re
being Avatar about design? Okay, you want to click on?
And what happens you go to their business
page?
What you’re after?
Is what’s called page transparency right
here. This is what you’re
Because what you want to do you want to click on see all?
And scroll down you want to hit to
the go to add Library once you
go to the ad library. Now, you see all their eggs every ad
that they’ve done on Facebook.
You see all of their AIDS. Okay, and now you can
reverse engineer or start to see okay. This is this is and
so this is now like I said, I’m not analyzing a
designer. I did that intentionally because I know this is
gonna be a recording. I didn’t want to have any designers on
on the video like that, but you
can analyze designers in your area if they are winning
ads, it’s he was happy and then you can
look at the egg.
See what’s happening and and see what
the content is and how they’re actually
advertising to Their audience and that
helps in and that helps you see in again. It’s all
other page transparency go to ad library
and you can type in here and I’m just
a type of an akba. I know they
aren’t running as that’s why it but if
you hit and if they do not have age a
transparency because some may not what you
want to click on is to pay.
Click on where it says page.
It’s going to open it up.
If they are running as that, I know they’re not running ads, but
if you click on that in their
efficacy, they’re not one. Yes, but it will show you all as they want
it that’s another analysis for you to analyze the competition in
your area. So start to understand the content that resonates with
user so you could do a gap analysis so you
can make the content for your audience that a resume. All
right.
All right. So again, look at
uh who the designer is or who the advertiser
is go to their page look for
page transparency. If not, if not,
click on that and you’ll find all right.
So let’s head back to the presentation. All right,
so that like I said, that is
a Freeway and there there are some
tools we’re gonna get into a little later that
are paid that do a lot of that and Analysis for
you. So you have to spend that time. Okay. Now
what we have here you can scan this code
here. This is a QR code for a conting calendar
that we create.
We created this for you. So you
can now have an idea on some ideas
on what you want to post about. How much oh
you how that looks. Okay, so we’re gonna
put that think that was
thing
I think that was
Okay, this is it, right?
So once you click on that QR code
the first thing you want to do because this is a read-on file
go to file make a cop. You want to
make a copy because if you do not make a copy you will not be able to
edit this you’re not be able to do anything with this. So
you got to go to file the first day file make
a copy and it’s gonna open in your Google Drive
and you can rename it to whatever you want. So make
a copy and rename.
To whatever you want. So now you you have
editing a permission to do whatever so what’s on
here?
We have all the holidays all the US holidays
for the year. We have a lot of the design events that
are happening. This is just a key to
show you what each of the events are. So you’ll see
this is on page one or on on the next tab. You
actually have the calendar for every month issue.
This goes all the way out to this Ember of
this year. Okay.
So this goes out through here at day. Like I said all the holidays on there.
We have a lot of the events that are happening of this
year high point you can see
we have that in April. We have the other one that’s happening in the fall. So
we have all of those.
And so, uh, that is what’s happening. And then
we have for each of the months. We have
five suggested posts post
ideas to help you create content. Okay,
so in it and it all revolves around
either what’s happening that month because you know, the nkba
usually has remotely month
in October. So we have something around there that you
could do with we have something here. We you
know, so for each of the month we have here, we
have example images that do not
copy them.
But it’s just to give you an idea of what you can post
so we don’t so cuz like I said what I hear a lot
about is what I posted I have.
So this helps you in what that
is, and this is for every month, okay.
We have those ideas and then at the end this is where you
can take notes and adding your own okay from
all and then after then after that, we have a
tab just some resources we have here to help you out because
I have a lot of food resources on tell me. Okay, but
this calendar right here s*** help
you because this lays out the whole year
What some ideas that you can post about
and how that needs to be done? Okay.
All right. So now let’s go back to the
presentation.
Okay.
so
like I said, if you do not and this is also in the
booklet. So if you don’t have a chance or if you’re late
and you didn’t have a chance to scan in the QR
code you can add in you can get access to the content calendar.
But that s*** help you the develop content
along with everything we talked about for the year. Okay? All
right. So number four
is about being social this is what a lot
of designers forget to do.
This is a social media platform and at the end of the day
you want to be social Okay, so
Creating communities. So if you’re on a
social media platform what you want to do?
Is I like-minded communities
either either that or in a
design realm or anything like that or are in our
you may have something happening within your
area maybe within the Houston Community. It may be moms of
designers or one of the most popular.
Social media groups out. There is
moms of a certain area like Dallas
moms Houston moms or whatever. Those
are some of the most popular groups or there’s a lot of Engagement. Okay, so
if you can find groups like that around your
interests or whatever and start to engage
Start to engage because what happened eventually is
that people will start to ask you about what you
do or whatever and then you can refer at
that point what you do and then get a
referrals that one but being a social
helps. Okay, using a lot of the life teachers
what we had talked about going live or
Instagram Facebook doing a
lot of those lies either with your clients either with your
staff either with talk about project.
Talk about your process doing a lot
of that which your own audience helps you grow because once you
go live a lot of your audience that joins
if they like it, they share it with others
that you may not have access to and they come
on and they see a lot of women. Did you make paint audience ever?
Make sure you do not go sure audience.
when they comment on a post when
they share like or anything like a post comment and
say
Thank you a simple. Thank you or or anything like
that, or if you can have a conversation with them.
What did you like about this post? Why are you sharing? I
mean like what what about this that gives you
insight into what your audience is after so
you now know more type of content you could produce
that resonate.
okay and sharing social
at the best time that now there are tools
that and I’ll show you actually
Facebook if you’re doing Facebook, they have a two that
shows you when is the best time to post
and that’s free and that’s free. So
and and that’s the Facebook business manager and
you everybody has access to that it shows
you when the post and the best time so that’s that’s a
free to you to show you the best times because that’s
when you want to try to post and get the boat out
of
okay.
Showing your Human Side. This is what I’ll talk
about being social this what I talked about earlier in the
presentation about a lot of designers. Do I
show my kids my
Dog my cat being out with
family birthday parties, whatever if you’re comfortable with
that. Yes, you can but and there are ways
you can do that as well. But
doing it around your brain remember
have to start from the top know
your why.
Know your audience and then once you know your audience, you’re
starting to understand the type of content because once you
reverse engineer your audience, you see where what platform you’re
on and what they what their interests are. You you’re
more likely to know if they’re open
to you sharing your personal life.
And if they are then you can feel more comfortable doing that
because you know, your ideal clients. Okay, and
these are just some examples all of
these examples here in the booklet as well. So I’m not gonna go
over all
but if you use Instagram Boomerang videos
is hot and that’s something and I’m
not gonna get to all the details and all that but these are
just some examples here how you can show your Human
Side, okay.
We had talked earlier about Oceano.
We talked earlier about social audio.
This is social listening.
So this is when others are talking about
you.
And so you want to know what others are
saying about you and there are ways and
twos that we’re going to get into in just a minute about knowing
what tools are out there to share and
know what others are saying about because you want to know what is being said
about you on these social media platforms because the
more you know, the that helps you
in terms of the content you need to generate or if you’re doing
something wrong. You may need the change
either how you do that or it
may have been represented wall
and you may need the change or how you present that
information change how you write a Content.
So now it’s in not interpreted the
wrong way. So that’s what the social listening
- All about is hearing what others are saying
about you taking that information using it
to now curate that it’s a Content that now
resume.
Okay.
Now we’re going to talk about the two. There’s a lot of tools out
there. This is not one two over another but there’s a lot of
tools out there what I would say about most of the two a
lot of the tools have free options.
Are be mindful of the free options do not offer you
a lot of the things I talk on terms of the analytics and knowing
about when to post what others
are saying and all that until you get to the paid options. Okay,
so just know that but face book
honestly is a great tool because it
offers a lot of the the Facebook business
manager is a great free too because
it offers a lot of the tools that I talked about that you do
not have to pay for buffer is another one. It has
a free option and a paid offer and a pain
option as well.
There are tools that can help you create content. You
can actually type in and this is
one where you can type in topics or you can type in
either topics ideas websites.
And if you I it is if you
ideas generally about what you want to talk
about and so there there are some truths out there for that.
Social listening. Like I said, you want to know what
others are saying out there about you. There are two that you
can use to monitor there any tells you?
Okay, this is what is being said about you on XYZ 2.
Okay. This is what we say this what they’re saying
and so you can take that information and make that
into what you want because like I said is good to have
the information but once you have the information you want to
turn that into something that’s useful that could turn hopefully into
sales or it’s a more in engagement on
your chosen social media platform.
All right ads as high into
there’s a lot of those out there a lot of free ones. I
showed you one all Facebook where you
can go in see what what ads are being.
So you can use that if you’re watching on the recording head
back about 15 minutes ago. I
show how all ladies and
Okay, this is a another QR code
that shows you we did the top
six social media platforms. We
analyzed them and I’ll show this is what on the
next few where we analyze a lot of them the performance
the pros and cons the price again. So
this is on the QR code and I’ll show
you what that looks like.
Okay, so go back here.
Okay. So this is it right again this
on you once you
get access to the two it’s a file make a copy because
if if you do not you would not be able to edit or do anything with this
and it’s not much to edit on this. Anyway, this
is more so information so you don’t have
to because this is just really information but it’s
showing you each of the top six twos out
there. And then what what are the
cost of them?
So we have the pros the cons the costs how much
it is monthly just to help you out there. Okay?
so that
shows you there. So like I said a scan that in it’s
also in the booklet so you can find that
there. Okay.
And then that is it. So just as an overview
real quick have to understand your why understand why you’re
all social media. What is your purpose again?
If it’s a make sales that’s usually
an outcome a first brand awareness because
you usually have to have that brand awareness to get
to have your end user know like and trust you to make this. Okay after
you know your your why now,
you need to understand your audience. Uh, like I said analyze
your top five clients. If
you do not have five your five best clients.
They’re choose out there. You can hear back over the recording
look in the workbook we show on
Tuesday.
That’ll help you define what platform you
need to be on and how you need to create the content that
a resonator film talk about how to create content which
I’m asked about a lot content creation. We
handed you a social media too that you
can can analyze it. I mean that you
can look for for the whole year. We have all
like us holidays all the design events that’s
happening this year. We have like each month five ideal
posts that you can write about
that helps you out being social it’s
about making sure that at the end of the day you’re showing
your Human Side on social media and then the two okay, and
if you did not get the booklet or if
you if you try being late, that’s what you are cold right
there. Okay.
So any questions at all,
and like I If you have any questions at all,
we’re here to help and that is
it.
So do I have any I’m not?
I know that was a lot of information but
That’s great Jason. Thank you so much that we
do have questions. So, can I just Dive Right In please? Sure.
I know you shared a lot of great information. So it’s people
are saying how fabulous it is.
So, let’s see. So Judy was
asking earlier about you talked about voiceovers. She
said can you talk about voiceovers and how they work?
Okay, so what so we
have certain clients that do not like to be on video
which I mean that that’s understandable. So what we have
them too is when they either
create a video or recreate the video, it doesn’t matter who creates
the video but we have them do the
audio for it either on their phone or if they
now we actually have professional, you know
equipment because like I said, I do a podcast but you
don’t have to have professional equipment microphone. You can honestly do
it on if you have up to date.
Oh within the last year or so. Usually they
have good video and audio
and for most in users, it
does not have to look professional.
If you have a semi I mean
because if it’s professionally polished a
lot of the time that turns off users as
well. So even if you just create video
or audio on your phone or on
your iPad or whatever laptop or whatever you use
that is usually good content, but in terms
of of the question
Using your phone audio you can then download that
audio to your computer. And then with you
there’s a lot of free video creation
platforms out there. I don’t
have a lot of there’s you can use Camtasia there.
There’s a lot of Windows has one
that’s that’s free that you can put the
audio in and even if you did a slide show, so you
did a before and after of your project or you get the process
you can voice that over it show
every five or eight seconds flip and
then explain that process and that’s that audio that
once you have that now you can download the
video upload that to your website upload that
to social media. You can upload that to other
social media platform. All right other social platforms
as well great explanation. Thank
you Jason. And so, let’s see so Kelly’s
asking what is one of the biggest mistakes that
you’ve noticed businesses?
line are making
oh social media. One of them anything’s honestly
is not really analyzing the competition and analyzing
their own post is is oftentimes when
we in when I hear from designers and
they say I’m not having the engagement. I
want I’m not having the likes of shares. I’m not having sales I
want and we look at their social posts.
We the first question I
asked him was okay. Who is your who is your ideal
audience? I often out I would have
asked what is your code, but they usually have
said that when they said I’m not after that. I
don’t get the life to shares or the sales
because that is the goal for whatever that is. But usually
the next question after that inclusion are
and then what they tell me that and they really have an analyzed
audience and then I compare that with the
content that they’re generating or they’re producing and I
say, okay. Well if this is the audience and they like
XYZ, but you’re in your content you’re saying
ABC there’s a disconnect. You’re not
showing value today. You’re not creating content that
resonates with them. That’s why they’re not engaging.
So analyzing your own content
with your ideal audience and comparing
it and then looking at the content that you produce
what’s resonating. What’s not so you
can produce more content of what is or if
it’s not the right audience that’s that is liking your
content. Then you need to change the audience that
you’re aiming after the content that you’re generally and also
analyzing the competition so I know that’s a
long answer but if I had to say one thing it’s the
analysis asked it’s the analysis of your
social media accounts. If you analyze it
the right way now you create content that resonates with
you. So the analysis
Thanks. Thanks Jason. And then from Tennille, she’s
asking after a few weeks of social media posted.
It’s posting I realized that I get social media
burnout and then begin to post inconsistently and lose
my momentum. Do you have any tips to keep motivated and
not feel burned out? Yes.
Yes, so one thing I would say download the download
the content calendar that that we have for you because
it it shares where you for the entire year
we have idea to help.
But one of the things that designers the failed
to do is that it’s a
use their daily routine as
content.
So a lot of the times designers think well
I’ma have a meeting. I have to go to
the showroom I have to go to do whatever
it is. You have to do in your own mind you
think oh, that’s not that’s not content that will
resonate before the end user. They’re not designed. They
don’t understand what we do every day
as designers. And so that is interesting. They
want to that’s why it shows like a GTV Bravo
and all of those are so popular because the
end user wants to know now granted those
show don’t show the whole picture
of design and there’s a lot of misconception out
there about the shows that that we have to
re-educate the client on but that shows
you that the end user wants to know
about what happens in your everyday what happens every day.
So if you’re creating content about what
you do every day, you’re gonna have to do it anyway,
So create content around Net and so now
it’s harder to have to burn out because you’re creating content
around it. Like for instance. If you have to head to a
meeting if you record that meeting and you
transcribe that now you have a blog post because you
transcribe what happened in the meeting that’s
a blog post that now you may have to edit it because a lot of transcription programs
are not actually words are not right, but
now you have content that you can easy turn into a blog post. Now,
you can turn that into a video If You
video your because a lot of times when you’re
on a job site with a contractor and you want a video something that
same video you can use motion me. So
you’re double dipping with the content that
you’re already creating in your everyday life.
Okay. Thank you Jason. Let’s see here. I’m
looking at a post from Thelma and she’s asking.
Something about Facebook. She says their new company style
has removed the audience time and day pics
and she said she’s trying to get the information but with
no success. Do you know where I should be able to find that
Source or get it back from Facebook?
yes, so that that is an aspect of
analyzing if it’s your own company that will
be in your Facebook business manager too. So all of
the posts it has the date it was done and all
of that stuff all that is in there. If you’re trying to analyze the competition,
uh, if you’re if you did
it the way that I showed about a half hour ago where you
go into audience insights and go into
page transparency. It’s all that
you can see what what’s happening with the page post. You
would have to have to see the specific
information the dates and all that. Now you
got to have a spine too to get access to
that information because that information is hard to get for free that
information you have pay for but if it’s on
your own company that’s in your Facebook business marriage.
Okay, great. Great for letting us know about that. Can Jason
we have a few more questions? Can we keep going? Oh, yeah,
that’s okay great. So from Tammy she’s
saying in the ad Library. Can you see how successful an
ad is or was not all not
on the free stuff. So when what I showed you
is more so the free side where you could just analyze ads and
the content or whatever. Once you get the the spine
to now you can see what type the
age with your hand. Now what you can also do
Is if they did an ad around post.
And you can and if you if because
you can see if it’s a post like if they
did a boosted post and they did an ad around
that they may still have up the post and you
can scroll through the feed and see what the
date what are when it was and they’ll have
the lights to share the engagement and if it
was a post if it was an ad then the
only way you can see a lot of information is from the
pay too.
Okay, thank you Jason. And then from Sydney she’s
saying what types of posts have you found are the best way to gain followers
like stories A Day in the Life giveaways that
type of stuff that is an open-ended
question. And that’s a local question. I get that what what
I say is
what works for you may not work for somebody else
and that’s because it’s all what it’s
all around is your audience.
So you may have an audience that is
around.
Mediterranean desire and so
you may have a desire that posts about
Gothic that does not resonate
With Their audience because they haven’t truly
defined who Their audience is and it’s not resonating
with them.
But on the other hand you may have a designer
that’s getting a lot of lights shares and
engagement on the Mediterranean Design
that they’re doing.
And it’s almost the same type of postal whatever but they
aren’t but they’re shooting at two different audiences. And
if the gothic designer really found
Their audience and curated it the
right way now, they could create posts that will resume.
So to answer the question because I know that’s not
what she was after. She she’s after an answer. Okay, we’re still
really isn’t an answer because the answer is knowing your
audience helped you create the content that resonates with them
and once you know your audience you create content now
you need to analyze the post and see what what person
what does not and then yes
retest. What we
like to call in the marketing room is AD testing do
certain posts to see what works with what’s not
in a finite out. But ultimately the answer is your
audience will tell what will resonate
Thank you Jason. And then there’s a question here about video reels
and not being able to schedule those reels.
Is there a way around that I’m not sure if the platform
is Facebook. I’m not sure which platform they’re speaking about reals will.
most likely IG Instagram is
what they’re talking about with the reels and that that
could be a technical issue or
but what you can also do if you if you
have Facebook business manager use that to because
you can schedule you can schedule a
lot of your posts on that too for Instagram because what a
lot of people don’t realize Facebook owns
so the Facebook business manager also
works for Instagram is where and this is
this is a tip that if you want ads
make sure if you’re not on Instagram.
that you uncheck show on
Instagram because automatically when you run an
ad your ad shows off Facebook and Instagram
But if you’re not on Instagram, but you want an ad
you’re wasting money because it’s gonna automatically show
on this so but to answer her question,
if you have if you’re if you’re
on if you’re on Instagram and you use your
Facebook business manager too to schedule
both on that too.
There’s also a lot of other tools out
there HubSpot Zoho show
HootSuite a lot and a lot of them have
free and pay to that can also do the
schedule but on Instagram if Facebook honestly
Facebook business manager is the easiest
way and it’s free and it does a lot of the same
thing that a lot of pain too.
That’s awesome free as always good right just over here.
I have two more questions if you don’t mind, okay, so so
there is one from Rachel here. She’s saying is there one
platform over another that you recommend like Instagram versus Facebook
versus house versus whatever.
I would say this is also a loaded question and but
I would say that hands back
to your audience because your audience once you know who your ideal honestly
as you can person engineer and see what platform their own
and that’s not that’s the platform you need to be.
But I often tell designers at a
minimum you need to be on Facebook because that
is the most popular platform out there.
Even if that’s not your main, even if you do
the analysis and most of your audience
is all tick tock or their own LinkedIn or they’re on
up interest or any other platforms use
that to create your main
content for that platform, but then curated just
so you can just you can schedule post off
Facebook business manager because you guys schedule
post out months in advance or weeks in
advance. So once you have the platform that you’re gonna be all
Now you could you could create the content for that platform and then
curated or make a copy or whatever
for the Facebook business manager to
schedule it out on your Facebook business page.
So that’s the one platform. I would say
that you would want to at least have it. Even
if you’re not active on it all the time. You can at least have the
post on your main platform curated for for
Facebook. Right? And again that that Facebook
and Instagram are one in the same building exactly. Yes.
Thank you. And then the final question do you
have from Tammy? Do you have any tips for hiring social media manager
to do all of this for me? Yes. Yes
there there’s a
We actually have a post on this on our website too where we
say how to find a you know,
social media manager one. I would say a
make sure that they understand the industry.
At because a lot of times out
here clients say they hired social media people
that know social media, but they
don’t know the industry whether that be remotely answer
your designer architecture. They don’t know the industry.
So the content they have to spend as much
time editing the content as they and
they say well I could have did that on my own because I’m
having an edited because like there was one
one example that that I saw from from
a from a social media person not
to be named. They use the word facade
the long way.
So facade as we know in the design realm is the facing of
a building, but they used it the wrong
way and when the designer ready.
She was like no, that’s not right. And so she spent a
lot of time having to edit the content because they didn’t
understand the industry. So I would say number one make sure
that the social media person understands the
industry and then once they understand
the industry have a look at some of
the other clients that they have so
you can see what they have done with that
client. What is happening over time how they’ve agreed
their engagement sales, whatever it
is, whatever the goal is.
See some of that acts to speak
with some of their clients so that so they should have a client list if they’re
afraid to show you their Client List, I would
run for the high heels.
but ask to see that and then at the
end as you talk to them do what if you’re
if they’re in the same areas you ask them
to come into your office in see if you have
that report with you or if they’re not in your
area. You do a video Zoom Google meets, whatever
Microsoft teams what whatever you use do a
Zone with them because you’ll be able to get a understanding.
Are you all you’ll feel
how they talk sound speak mannerisms and
you’ll see if you relate and so that it’s you a
lot about things so that that’s the
three main things I would say in in hiring.
You know social media.
Thank you Jason. This has been a fantastic webinar and everyone’s
been thanking you and they’re sharing their information with each
other here, which is wonderful so that they can follow
each other on their posts and things like that. I
want to thank canvas as well for their generous sponsorship for today’s
webinar. And Jason. Is there anything further and all
of you of course in the audience? Thank you. And Jason, is there
anything further that you’d like to add if anybody on
in this audience will be at uh, KB is
in about two weeks on the 29th. I
will be presenting. Uh, I should
have had the room here. But if if
you’ll be there I’ll be presenting Tuesday to 31st
and 3:45 and I’ll be
presenting Ohio develop a marketing plan for the year. And
this is actually a follow up to because
I presented it in Orlando last year
at KB is and I presented how to create a marketing plan
for 2022. So this is up I’ll do that.
I’m gonna go a little deeper.
It’s a that analysis on how to create the plan and I’m
a sheer some of the information I shared here,
but it’s gonna be more high level about how to
develop a budget for the year how much
you need to spend on marketing and all of that stuff
and all that. So I would say if you’re gonna be in Vegas
look out for me and come here
we speak.
Thank you, Jason. And thank you all have a great day.