Designed by Wingnut Social | Interior Design Business

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How Facebook Pixels Can Help You Find Your Ideal Client Jul 08, 2019

Show notes

Have you ever been shopping online, and then suddenly the only ads you see are for the things you were just shopping for? Find out how that bit of technology can help your interior design business.

On this week’s Marketing Monday Minisode, Darla and Natalie dig through the world of Facebook Pixels. That’s the tiny bit of code that you can put on your website and connect with your Facebook Ads Manager. Once you’ve done that, the people who visit your site will begin to see ads for your services when they visit Facebook and, if you want, Instagram.

It may sound a little creepy, but it’s actually an incredibly effective means of advertising. The people you’re targeting are already interested in your services, so all you’re doing is staying in front of their eyes. And there’s even an option for a “lookalike audience,” which means you can serve ads to people who may have never visited your website, but share the same profile and interests as your audience. It’s a way to really zoom in on your ideal client and get your ads in front of them.

What You’ll Hear On This Episode of Wingnut Social

[0:55] Does Natalie know what a Facebook Pixel is?
[2:00] What is the Facebook pixel?
[5:30] The steps to getting a pixel up and running
[6:10] How it works for Darla
[7:05] Lookalike audience
[8:42] Pixels and Instagram

Resources & People Mentioned

Facebook Pixel

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How Communities Can Grow Your Design Business with Laurie Laizure Jul 03, 2019

Show notes

Interior design is a competitive business, and it can often feel like you need to keep your cards close to the vest in order to survive. But today the Wingnut Social Podcast looks at how a community can help your business thrive.

Laurie Laizure is the founder of the Interior Design Community, a social media group that has more than 100,000 followers, where designers connect, learn, and share ideas for how to grow their businesses. Laurie loves to connect people who might learn from each other. She’s used Facebook, Instagram and YouTube to help connect designers from all over the world. If

What You’ll Hear On This Episode of Wingnut Social

[1:00] Natalie has a new gig
[4:45] Laurie’s giant mastermind
[8:00] Laurie’s first business
[10:05] Fostering a sharing community
[14:58] What Laurie had to learn
[18:05] Top tip for building a community
[24:00] Times when designers have collaborated through the community
[26:10] Gaining confidence
[31:20] The future of the community
[35:00] Whut up, Wingnut?

Connect with Laurie Laizure

Resources & People Mentioned

Communities help businesses grow

Laurie has been doing online communities for so long that she started out in the now-defunct Google Plus. And lucky for her, Google Plus was initially full of tech geeks, who taught her all about how to use different social media platforms and really grow the community.

And surprisingly, Laurie hasn’t had to “train” the members of her Facebook group to help each other. The community naturally attracts people who get it, who want to go online and share their knowledge because they know they will receive help in kind. The trick has been creating easy-to-follow rules for the community, and recognizing when an argument has kicked up and how to nip in the bud.

Why join a community?

Natalie asked Laurie for an example of a time when designers collaborated through the Facebook group, and Laurie couldn’t come up with one. Because there are hundreds. She has connected designers in different parts of the world who share an aesthetic, or whose skills complement each other. She’s connected early-career designers or students with industry veterans who have been able to mentor the newbies. And when a company reneged on pricing it had offered a group of designers, the community was able to share that info and warn others off doing business with that vendor.

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Are You a Designer or a Decorator? Jul 01, 2019

Show notes

What’s in a name? Pretty much everything, if you ask your favorite interior designer. On today’s Marketing Monday Minisode, Darla and Natalie dig into designing versus decorating.

The inspiration for this discussion came from a discussion in Claire Jefford’s Facebook group (link below), in which interior designers who earned degrees in the field took umbrage with people without degrees calling themselves designers. But of course the debate didn’t start there, and in fact, Darla recounts a conversation she had with a designer at a recent event in which the issue came up.

But a good question to ask is: Why do you care? Is it a good use of your time as an interior designer to worry about what other people call themselves? If you have the credentials, then by all means use those credentials to differentiate yourself in the field. Use it as a marketing tool. Darla gives her 10 cents on the question in this week’s episode, and if you have any disagreements, you should email them to Natalie!

What You’ll Hear On This Episode of Wingnut Social

[1:00] A bone of contention about a bone of contention
[2:00] Degrees of separation
[3:30] Policing language
[5:15] If you can do it, go to school
[7:15] If you’re not on board
[9:12] Natalie gives a bit of marketing advice
[9:50] What’s on the next minisode?

Resources & People Mentioned

Interior Design Business Strategies Facebook Group

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How to Take Photos Like a Pro with Stephen Karlisch Jun 26, 2019

Show notes

Photography is the currency of interior designers online. But if you can’t afford to call a big-time photographer, there are things you can do to make the shots you take on job sites look pro. How? Find out from pro Stephen Karlisch.

A professional photographer who has been published in Architectural Digest, Veranda, Elle Decor, House Beautiful to name a few, Stephen has consistently helped designers pitch stories to get published in local, regional and national publications for over 15 years. As a former architecture student, Stephen learned how to see space in an orderly way. That education has been invaluable in his pursuit of photographing interiors.

What You’ll Hear On This Episode of Wingnut Social

[1:15] Natalie can’t complain, but will
[6:50] Take two for Stephen
[8:48] How to start out working with a photographer
[16:04] The pros and cons of hiring a real estate photographer
[23:25] How do photographers shoot little vignettes
[27:00] What lenses should you get for your own camera?
[29:40] Some lighting tips
[32:30] Phone photo tips
[35:00] Whut up, Wingnut?

Connect with Stephen Karlisch

Resources & People Mentioned

Define your brand before finding a photographer

If you’re just getting started, or ready to finally budget for a photographer, the first thing you need to decide is what style of photos you want. If your brand is casual, or high-end, or you want to evoke a certain lifestyle, then you need to define the style of photography that captures that lifestyle. And once you know that, you can start looking for the right photographer who shoots in that style.

You can also look at your competition, and see what photographer they are using. It’s also important, when you hire a photographer, to know what kind of shoot you want, what kind of photographs you’re looking for (lots of detailed close-ups, more sweeping real estate photos, etc.)

Why not just hire a real-estate photographer?

Sometimes designers trying to save money will hire a real-estate photographer because it can be slightly cheaper. But Stephen broke down for Darla and Natalie the difference between an interior photographer and a real-estate photographer. The real-estate photographer is going to show up and shoot a room the way it is. But an interior photographer is going to have a much stronger sense of what an interior designer has done to a room. Maybe it’s keying into the fabric that was used or a particular design choice. So an interior photographer is going to be able to partner with you on really highlighting your design and the products, not just the space.

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Facebook vs Instagram: What’s Better for Interior Designers Jun 24, 2019

Show notes

You gotta have them both, but which one should you devote the most time to? On today’s Marketing Monday Minisode, Darla and Natalie help you pick your favorite kid: Facebook or Instagram.

Facebook just isn’t what it used to be when it comes to organic traffic. But there are still ways you can make it valuable for your interior design business. The first is to create a group. If you can start a group and get users into your group and sharing ideas and asking questions, then you can really engage them and boost your organic reach. The links you’re able to put into your Facebook posts are also pretty valuable, whereas Instagram really limits the ways you can bring traffic off their platform to yours.

However, for Darla and Natalie’s money, Instagram is where it’s at. If you only have the time for one platform, it should be Instagram. Instagram is a more visual medium, it allows you to really boost your presence and, most importantly, Instagram is where the clients you want are. Darla and Natalie break down the numbers when it comes to Instagram users, and the numbers may surprise you.

What You’ll Hear On This Episode of Wingnut Social

[1:10] Join Instagram and Natalie will take you fishing
[3:00] Making Facebook work for you
[5:06] Nurture your Facebook group
[5:35] Links make FB pretty valuable
[7:09] Facebook and clients
[8:23] Treating Instagram as a mini-portfolio
[11:00] Landing clients through Instagram
[13:04] Platform v platform in terms of clients

Resources & People Mentioned

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The Magic of Lead Magnets for Your Interior Design Firm with Sandra Funk Jun 19, 2019

Show notes

There are a million ways to market your business, but if you’re not putting together some sort of lead magnet, you’re essentially selling yourself short. Luckily, the queen of lead magnets, Sandra Funk, is here to tell you how it’s done.

Sandra is the founder and principal designer of House of Funk, a full-service and online interior design firm with offices in NY and NJ. House of Funk creates thoughtful homes with an emphasis on clean lines and soulful touches, all rooted in tradition. Sandra’s award-winning design work has been featured in numerous publications, including Elle Decor, The Huffington Post, Apartment Therapy and Luxe Interiors + Design.

What You’ll Hear On This Episode of Wingnut Social

[1:00] The dangers of Don Julio
[5:25] Explaining lead magnets to the Amish
[6:50] Sandra’s first lead magnet
[8:48] The first step of creating a lead magnet
[10:25] Why quizzes rule
[12:43] How soft yesses are worth it
[16:30] Keeping subscribers from unsubscribing
[21:17] Where to get started with your first lead magnet
[28:15] Sandra’s newest quiz
[35:00] Whut up, Wingnut?

Connect with Sandra Funk

Resources & People Mentioned

The Celestine Prophecy

The Whats and Whys of Lead Magnets

Natalie needed a Lead Magnets for the Amish tutorial, so Sandra broke down what a lead magnet is in its most basic form: It’s a means of collecting email addresses of potential clients, by giving them something they value. You’ve probably seen lead magnets 100 times in the last week, whether they be quizzes, surveys, PDFs of guides or handbooks.

And so getting that email address is vital, because it’s the one place where you know you can get in front of a potential client over and over again. That also means you have to be very careful that you don’t abuse that privilege, and that you’re providing value within those emails, so the clients don’t unsubscribe.

The soft yes vs. pre-qualifying clients

Some lead magnets will pre-qualify a potential client by letting them know how much something might cost, so by the time they talk with you, the sticker shock is gone and you know you have a better chance of closing the deal. Sandra’s quizzes, which often stick closer to “what’s your design style”-type questions, don’t pre-qualify clients necessarily, but they get them to what she calls a “soft yes.” And by that she means the people are interested, they’re informed, and they want to know more.

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Are Instagram Pods Worth It? Jun 17, 2019

Show notes

Are Instagram Pods Worth It?

Today’s Marketing Monday Minisode dives into the mysterious and somewhat delirious world of Instagram pods. Are they worth it? Do they work? Do they glue you to your phone? Find out.

If you’ve never heard of an Instagram Pod, it’s when people who are in a similar industry or share a similar interest join one big group direct message on Instagram. And when a member of that group posts something, they post about it in the DM. Then the rest of the members go to that post and like and comment on it, thus raising the post’s profile. Natalie breaks down why people join pods, and Natalie’s big brain breaks down all the reasons it works.

But there are a lot of reasons they don’t work, too. Instagram’s algorithm has changed over the years, and the app has wised up to how people use pods. So you could be spending a whole lot of time in your pods commenting and liking and asking for comments and likes, and Instagram knows what you’re up to. But there are ways that pods could be helpful if you follow Darla’s and James Brown’s very sophisticated “hit it and quit it” approach. Find out more on this week’s episode!

What You’ll Hear On This Episode of Wingnut Social

[0:45] You’re in a pod, aren’t you? Aren’t you?!
[1:30] What is a pod?
[2:54] Why are these podpeople in a pod
[4:00] Natalie’s big drawback of pods
[5:05] Darla’s big drawback of pods
[6:12] The true drawback of pods
[7:15] Pods haven’t brought in money
[8:54] Hit ‘em and quit ‘em

Resources & People Mentioned

Telegram app

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How Interior Designers Leave Money on the Table with John Dupra Jun 12, 2019

Show notes

When designers need to buy products for their work, they often buy them through third-party middlemen. But why? Today we talk with John Dupra of Revel Woods hardwood flooring about how he works directly with designers, and how that saves them big bucks.

John Dupra is the co-founder of Revel Woods fine hardwood flooring. Growing up, he watched his dad work in the flooring business, and after leaving to work in other areas, he came back to the family business and brought some serious project management skills with him. Inspired by high-end fashion sites, Revel Woods is dedicated to making the buying process of expertly curated, high-quality hardwood flooring as easy as possible.

What You’ll Hear On This Episode of Wingnut Social

[2:00] Never lie to an orangutan
[4:00] Why D&N started a podcast
[9:30] Don’t leave money on the table
[13:25] John reveals the hideous trait he was born with
[14:35] Why big-ticket items have not always been easy to buy for designers
[18:15] How to cure the headache
[22:01] Are designers working with more wholesalers?
[24:25] How does working with a wholesaler make you more marketable
[28:35] Designers have a lot of buying power
[30:43] What about samples?
[35:00] How to do this even if you’re not the flooring expert
[40:10] How to avoid getting shopped
[44:00] Whut up, Wingnut?

Connect with John Dupra

Resources & People Mentioned

How designers can look to improve their margins

As John tells Darla and Natalie, the business has changed a lot in recent years, and with consumers being able to buy directly from suppliers, that’s meant that interior designers have turned to the one cost they can control: billable hours. But that’s tough to scale.

The wood flooring industry in particular is still stuck in the stone ages. Traditionally a flooring company sells to a regional wholesaler, who sells to a flooring dealer, who sells to the consumer. And because wood flooring is a very expensive and very technical product, that structure has always stayed in place, because getting it wrong can be catastrophic for a project. So why would direct sales be worth what seems like a headache? John breaks it down for Darla and Natalie.

Sometimes it’s about control

John said that one of the things he’s learned about working with interior designers is that it’s not always about making more money for them. Sometimes it’s about control, and being able to make the right choice the way they want. And being able to tell a client that they are going to have full control of the project from start to finish can be a big bonus. You’re able to say you’re a full-service shop with no middlemen.

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Winning the Hashtag Game on Instagram Jun 10, 2019

Show notes

On today’s Marketing Monday Minisode, Darla and Natalie dive into the world of Instagram hashtags, and how to get the most of them to expand your reach.

Natalie plumbs her encyclopedic knowledge of social media marketing to cite a figure from a recent study that showed just one hashtag can expand the reach of your post by 12%. But how do you know what hashtags to use? It’s going to vary based on who your intended audience is, and who your competition is. And that’s actually the first step, find your intended audience and your competitors and see what hashtags they are using.

So how do you find the relevant hashtags, beyond what you see other people using? Instagram actually has a free and easy tool to find related hashtags (just in case you can’t conquer the 800,000 people who use the #interiordesign hashtag). You could also start using branded hashtags, something that relates to your business, and then your followers and fans can use it, creating user-generated content. And that is key to building a community on Instagram. And how many hashtags are perfect for your posts? You’ll have to listen to find out.

What You’ll Hear On This Episode of Wingnut Social

[1:25] Applications now open for a new co-host. Must be Amish and an orangutan
[2:30] Hashtag considerations
[4:05] Research industry leaders
[5:15] Finding relevant hashtags
[6:45] Branded hashtags
[9:30] Have a hashtag cocktail
[12:06] How to get insights
[13:30] Apps to help you with your cocktail

Resources & People Mentioned

Connect With Darla & Wingnut Social

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How to Get Your Business #1 on Google with Megan Clarke Jun 05, 2019

Show notes

Getting the top rank in Google feels like something only someone in 2004 could do. But that’s not the case! Search engine optimization is your friend, and on today’s episode Darla and Natalie talk with Megan Clarke all about how to improve your SEO.

Meg is the founder and owner of Clapping Dog Media, a firm that specializes in helping businesses that help people improve their SEO. Her team of SEO all-stars help companies raise their profile and find the right clients for their businesses. And before she became an SEO guru, Meg was a graphic designer, so she knows how to work with creative businesses like interior design firms.

What You’ll Hear On This Episode of Wingnut Social

[1:45] Our editor Jonathan is a handsome genius
[2:15] Strategy Packages are flying off the shelf
[7:15] Megan breaks down SEO
[10:53] How Google says “This is good crap!”
[14:30] How Google reads your site
[20:00] How many words, and how often?
[27:04] Do Google Ad Words help with SEO
[30:44] How long will it take for SEO work to do the trick?
[35:04] Whut Up, Wingnut?

Connect with Megan Clarke

Resources & People Mentioned

Connect With Darla & Wingnut Social

Tell Google who you are for the best SEO

Everyone always talks about the Google search algorithm. But what does that actually mean? There are certain factors that Google looks for on your site. Things like how long someone spends on your page, or how often you have fresh content.
And as Meg said on this episode, it’s vital to share your content socially, so you’re getting more eyes on it. And make sure you have your content arranged correctly for Google. As Meg said, Google reads your site like a newspaper. It scans the headlines and the subheadlines, so you need to ensure you have all of that content properly organized.

Google EATs SEO for breakfast

Google has a simple formula for ranking your site: Expertise, Authority and Trust (or EAT). So when you say your website is about something, it has to truly be about it. Clickbait won’t help your SEO. And neither will Google Adwords, actually, except for the opportunity to bring more eyes to your site.

Meg recommends blogging at least a couple of times a month to keep your site fresh, and that the posts have to be at least 300 words, but the sweet spot is between 750-1,250. And as she says, it’s better to have one really strong 1,000-word post than it is to have five 250-word posts.

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