Designed by Wingnut Social | Interior Design Business

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

Connect With Darla & Wingnut Social

• www.WingnutSocial.com
• On Facebook
• On Twitter: @WingnutSocial
• On Instagram: @WingnutSocial
• Darla’s Interior Design Website

Subscribe to The Wingnut Social Podcast on iTunes, Google Podcasts, or TuneIn

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

• Revel Woods on Instagram
• Revel Woods on Facebook
• pros[a]revelwoods.com

Resources & People Mentioned

• Revel Woods
• Revel Woods Pros
• Mark Twain
• The Art of Money Getting

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.

Connect With Darla & Wingnut Social

• www.WingnutSocial.com
• On Facebook
• On Twitter: @WingnutSocial
• On Instagram: @WingnutSocial
• Darla’s Interior Design Website

Subscribe to The Wingnut Social Podcast on iTunes, Google Podcasts, or TuneIn

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

• Hashtagify
• Instatag

Connect With Darla & Wingnut Social

• www.WingnutSocial.com
• On Facebook
• On Twitter: @WingnutSocial
• On Instagram: @WingnutSocial
• Darla’s Interior Design Website

Subscribe to The Wingnut Social Podcast on iTunes, Google Podcasts, or TuneIn

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

• Clapping Dog Media
• Clapping Dog on Instagram
• SEO Made Simple

Resources & People Mentioned

• How H1 and H2 work
• Keywords Everywhere
• Love Does by Bob Goff

Connect With Darla & Wingnut Social

• www.WingnutSocial.com
• On Facebook
• On Twitter: @WingnutSocial
• On Instagram: @WingnutSocial
• Darla’s Interior Design Website

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.

Subscribe to The Wingnut Social Podcast on iTunes, Google Podcasts, or TuneIn

Today, Darla and Natalie are kicking off a new series called Marketing Monday Minisodes. There are no guests and no lightning rounds because the whole episode is one big lightning round of knowledge. On today’s first minisode, Darla and Natalie dig into Instagram Creator Accounts.

Instagram Creator Accounts for Designers

Instagram’s director of product development Ashley Yuki recently spoke with The Hollywood Reporter about creator accounts, and here’s what you’ll get: flexible profile controls, simplified messaging and more growth tools. And what does more growth tools mean? You’ll get a studio dashboard where you can see all of your analytics on all of your posts. You can see what time your followers are on the app. And you can also see follow and unfollow statistics for the very first time on Instagram.

There are a ton of other features, like better management of your direct messages (so long, creeps!) and the ability to sell straight from your profile. Darla and Natalie dissect the pros and cons of creator vs. business accounts and the good news is you can now try it for yourself.

What You’ll Hear On This Episode of Wingnut Social

• [1:30] What is a minisode?
• [3:30] Creator accounts provide direct shopping links
• [4:05] Who gets a creator account?
• [4:30] New Instagram growth tools
• [5:30] Creeps all up in your DMs!
• [6:44] What’s in the flexible profile settings
• [7:20] The potential downside of a creator account
• [7:45] How to switch to a creator account
• [8:45] Is it worth it?

Resources & People Mentioned

• Ashley Yuki in the Hollywood Reporter
• Setting up a creator account

Connect With Darla & Wingnut Social

• www.WingnutSocial.com
• On Facebook
• On Twitter: @WingnutSocial
• On Instagram: @WingnutSocial
• Darla’s Interior Design Website

Subscribe to The Wingnut Social Podcast on iTunes, Google Podcasts, or TuneIn

Referrals are the lifeblood of interior designers. But not only are they difficult to get, they can be awkward to ask for. On today’s episode, Darla and Natalie have Stacey Brown Randall, who literally wrote the book on Generating Business Referrals without Asking.

Stacey Brown Randall is a business coach who helps small businesses, entrepreneurs and sales professionals generate loads of referrals. And as she says, her backstory begins when she started her own small business and watched as it failed. After that, she began to think about how clients could lead her to other clients. And she eventually cracked the code, departing from the age-old advice that to get a referral, you have to ask.

What You’ll Hear On This Episode of Wingnut Social

• [2:00] An Amish backstory
• [6:15] A puppy backstory
• [9:13] How Stacey got into referrals (and why she doesn’t like showers)
• [13:05] When the light bulb went on about referrals
• [15:08] How to get started with referrals
• [20:48] The first step in generating referrals
• [24:31] Turning a referral source into an actual referral
• [30:30] The referral secret sauce
• [41:02] How Stacey discovered who was making referrals
• [45:50] Whut up, Wingnut?

Connect with Stacey Brown Randall

• Stacey Brown Randall
• Stacey on LinkedIn
• Stacey on Twitter

Resources & People Mentioned

• Generating Business Referrals without Asking

• • Referral Ninja Quiz

• Profit First

• Wingnut Social’s services

Referrals are the Holy Grail

When Stacey looked back at her first business, she realized she didn’t get any referrals for from her clients. And when she started coaching businesses, she saw that most of her clients were actually coming from referrals. And so when she started looking into it, she saw that the standard advice is to ask for her referrals. Her response, quote: “Ew.” That’s not something she wanted to do. So she started looking at how to get referrals without asking, and pivoted her whole coaching business to doing just that.

Before you ask or get for a referral, you have to identify the client who is ready to do that because they had an amazing experience. Those people then become “referral sources,” and it’s your job to stay in touch with them and maintain that relationship, so when someone in their life says they need an interior designer, your referral source immediately recommends you.

How to get those referrals without asking

The number-one way Stacey suggests to get referrals without asking is to make sure your clients know they care about them. She uses an example of how she sent a potential referral a gift, with no logo, no branding, nothing that said: “YOU MUST REFER ME.” She just treated that client like a human she cared about, and that person then became a referral source for her.

Connect With Darla & Wingnut Social

• www.WingnutSocial.com
• On Facebook
• On Twitter: @WingnutSocial
• On Instagram: @WingnutSocial
• Darla’s Interior Design Website

Subscribe to The Wingnut Social Podcast on iTunes, Google Podcasts, or TuneIn

 

Ever look at one of those Instagram accounts or Facebook pages with hundreds of thousands of followers and think: How? How is that even possible? Well, on today’s show we have Kate O’Hara, CEO and creative director of Martha O’Hara Interiors to tell you how she made it happen.

Kate pioneered the firm’s expansion into national and international clientele. She says her favorite part of her role is in getting to speak with so many of our potential clients from around the world. She was also one of Austin’s Social Influencers and Minnesota’s Top 32 Under 32 Marketing Professionals—that’s two awards in two towns—making her a sought-after speaker on topics ranging from social media, to women in business or online branding.

What You’ll Hear On This Episode of Wingnut Social

• [2:00] The ornery orangutan is in studio
• [7:28] The overlord takes over
• [10:15] How teaching informed Kate’s work
• [12:32] Building online marketing from scratch
• [15:22] O’Hara’s Facebook journey
• [18:17] How Kate uses Facebook now
• [20:44] Instagram tips and tools
• [26:47] What do you do if you don’t have a lot of content
• [30:30] What’s up with Houzz?
• [35:30] ROI and social media
• [38:37] Figure out your content before embarking on social media
• [40:30] How to keep things fun on social media
• [43:25] Whut up, Wingnut?

Connect with Kate O’Hara

• Martha O’Hara Interiors
• O’Hara Interiors on Instagram

Resources & People Mentioned

• Lightroom
• Canva
• Francois et Moi Instagram
• Why designers are frustrated with Houzz
• Tamora Pierce
• Wingnut Social’s services

Your social media can’t be just about you

In the early days of Facebook, businesses were told to open up their doors, peek behind the curtains, detail every little thing. And while you do want to give your audience the chance to know the real you, Kate says that you really have to think audience-first on social. That means engaging with your audience, and providing content that will help them, not help you.

Kate also offered some amazing tips on how to stay consistent and focused on social. You need to come up with a content plan for a specific platform and try it out. If it turns out it’s too much work or you don’t enjoy it, don’t embark on that one platform, because you won’t keep it up.

Create a consistent palette on Instagram

Kate has been able to grow the number of followers on her firm’s Instagram by 20,000 in just a year, thanks to being really thoughtful about how she does it. So, like on Facebook she tries to make the posts more engaging for followers, but also she ensures that what’s posted has a consistent palette. So that means using the same filters, making the images have the same feel. That way, people recognize your work right away.

Also, listen to your followers. See what people are liking and give them more of that. If you have followers you could tag on a photo, tag them. And don’t forget about hashtags.

Connect With Darla & Wingnut Social

• www.WingnutSocial.com
• On Facebook
• On Twitter: @WingnutSocial
• On Instagram: @WingnutSocial
• Darla’s Interior Design Website

Subscribe to The Wingnut Social Podcast on iTunes, Google Podcasts, or TuneIn

Everybody wants to get featured in a magazine or booked as a speaker, but how do you do it? On today’s episode of the Wingnut Social Podcast, Darla and Natalie turn to one of the industry’s best to get some answers: Andrew Joseph.

With over twenty years in the world of publishing and public relations, Andrew Joseph is an experienced and strategic asset for home and design brands as well as designers looking to position themselves in a busy market. Andrew started his career at Conde Nast publications in fashion and beauty with Vanity Fair and Allure, where he learned the industry from the inside out, experiencing firsthand the inner workings of the editorial side of publicity. When opening Andrew Joseph PR in 2012, he shifted gears to architecture and design, applying his southern charm and New York know-how to a career as a marketing and public relations expert.

What You’ll Hear On This Episode of Wingnut Social

• [2:00] Wingnuts are loving the strategy doc
• [7:54] It’s take two with Adam
• [9:55] Why PR is important for designers
• [15:42] Would a PR firm work well for a new designer?
• [18:20] Trying to go DIY
• [26:54] What credentials should you look for in a PR firm?
• [29:46] Should you go boutique?
• [32:30] PR success stories
• [38:39] Working with a PR firm
• [43:25] Whut up, Wingnut?

Connect with Andrew Joseph

• Andrew Joseph
• Andrew Joseph on Facebook
• Andrew on Instagram

Resources & People Mentioned

• Alan Tanksley
• Sandra Funk
• Tales of the City
• Wingnut Social’s services

Pitch the right way

One of the most critical ways a public relations firm can help you is through their relationships with magazine editors. Often PR professionals know what sorts of stories various publications are working on, what sorts of stories they like, and how you may fit (or not fit) into their magazines. The worst thing you can do is pitch yourself to a magazine with no clear idea of what they’re looking for.

Relationships are actually a huge part of public relations. Andrew told Darla and Natalie a story about how he helped out an editor one time around the holidays, and now he’s able to book clients spots in the publication regularly, because the editor knows she can trust him.

PR won’t land you clients directly

Andrew says he always tells his potential clients that he can’t deliver new clients to them. He can book them in magazines or onstage as a speaker, but there’s no guarantee that will lead directly to clients. Instead, PR has more of a “long tail,” where the more publicity you generate, the more you can build an impressive portfolio to show potentials clients.

Connect With Darla & Wingnut Social

• www.WingnutSocial.com
• On Facebook
• On Twitter: @WingnutSocial
• On Instagram: @WingnutSocial
• Darla’s Interior Design Website

Subscribe to The Wingnut Social Podcast on iTunes, Google Podcasts, or TuneIn

Building a website ain’t what it used to be, and while many designers may want to rely on third-party platforms like Houzz to serve as their calling cards, you need a solid personal site. Why? Franziska Neuman explains on this week’s episode.

Franziska Neuman is an interior designer whose work with small spaces in New York has landed her appearances on HGTV and the Oprah Winfrey Show. And her company FZK Franziska specializes in helping interior designers build amazing websites that not only reflect their brands, but attract their ideal clients.

What You’ll Hear On This Episode of Wingnut Social

• [2:00] How podcasting is better than dolphinfishing
• [4:50] Franziska heads to the Big Apple
• [7:00] Why an Oprah appearance was bittersweet
• [8:37] Is it still important to have a good website?
• [10:45] When to ditch the DIY
• [13:40] Which DIY website builder would you use?
• [14:45] What goes into a good website
• [19:55] Why video works well on websites
• [22:30] Should you have more than one website?
• [25:41] Franziska’s rundown of SEO for designers
• [30:08] What not to do on your website
• [33:32] Whut up, Wingnut?

Connect with Franziska Neuman

• By Franziska
• Franziska’s designer website checklist
• Franziska on Instagram

Resources & People Mentioned

• SEO episode with Justin Easthall
• The Alter Ego Effect
• Wingnut Social’s services

When Oprah calls, you build a website

Franziska struck gold early on, designing small spaces in New York City. HGTV became interested in her work, and then Oprah called to feature her work on the show. And part of being on Oprah’s show meant you could sell a particular item you were featuring. To do that, you need a website. So Franziska frantically taught herself how to build a website and got it up and running in time for her appearance.

But even if Oprah isn’t knocking on your door, Franziska says you have to have your website up-to-date because it’s the one place online where you can really track your interaction with your potential customers. Design is a referral business, so you need a home where customers can refer other friends to land. And you need to keep it up to date, because that’s the way big brother Google likes it.

Create a visual brand for your company

One of the biggest mistakes designers make when they build a website, says Franziska, is failing to create a visual brand online. So your interior design work may be of one aesthetic, but then if your website may look cookie-cutter. So it’s important to create an online visual brand that reflects the work you do in people’s homes as well.

Franziska says you need to have a major mindset shift when you’re building your website. You have to remember that your website is not for you. It’s for your potential clients. And so while you may want certain things on your site, you have to always be thinking about the user, the customer, who is coming to your website and what information they need. The more you can address your ideal client, the better.

Connect With Darla & Wingnut Social

• www.WingnutSocial.com
• On Facebook
• On Twitter: @WingnutSocial
• On Instagram: @WingnutSocial
• Darla’s Interior Design Website

Subscribe to The Wingnut Social Podcast on iTunes, Google Podcasts, or TuneIn

For some, getting onto HGTV is the holy grail of design. But whether you want to be a TV star or just want to be featured on the HGTV blog, in the magazine, on their social media, you’re not going to want to miss this week’s guest: HGTV VP Abbi McCollum.

Abbi McCollum is the vice president of social media and convergence for Discovery Inc.’s home and travel channel category. She is charged with creating a bridge between the on-air programming team, the marketing team and the digital team. As the head of social media for home and travel, Abbi is responsible for overseeing the team that provides content to over 40 million people. Since taking over HGTV’s Instagram account she has increased the number of followers by over 11,000%. So, she knows a thing or two, it’s safe to say.

What You’ll Hear On This Episode of Wingnut Social

• [2:00] VRBO party house at High Point
• [8:28] Why isn’t Darla on HGTV already?!
• [12:33] How HGTV has evolved
• [21:37] How important is social media for designers?
• [24:11] You need to be present on your social media
• [29:00] Talent can level the playing field
• [31:20] Looking for more than just TV personalities
• [35:31] Do you have to be an “influencer” to work with HGTV?
• [38:50] Why HGTV doesn’t
• [40:24] Tag HGTV on Instagram. Do it!
• [41:24] Whut up, Wingnut?

Connect with Abbi McCollum

• HGTV on Instagram
• Abbi on Twitter
• Abbi on Instagram

Resources & People Mentioned

• Tiny Beautiful Things
• Wingnut Social’s services

Why social media is important to your design business

Obviously, Abbi is a social media guru, considering she grew the HGTV Instagram account by 1,100%. So when Darla asked her about how important it is for designers to be on social media, Abbi shared some great insight as to why it’s vital. For instance, at High Point, HGTV editors went into designers’ booths and took pictures and posted stories and they did that specifically for designers who had social media presences.

Social media is also so important because it’s a way of staying connected to your audience without your audience being there specifically for you. A potential client may not think to or know to go to your website, but if they follow you on Instagram and you’re posting regularly, you’re going to be where their eyes are, said Abbi.

You are your social media presence

You know you need to have a social media presence, but it’s also important for you to be present in your social media presence. As Abbi said on this week’s episode, a lot of designers will have beautiful photos of the work they’ve done, but even that, after a while, can blend together. Abbi said she scrolls through Instagram accounts all the time, and it’s the one with the people behind the photos that she remembers best.

And in terms of landing yourself on television, you have to put yourself in your videos. Abbi told a story about how HGTV was looking for a designer, and she had seen someone who was really good on camera thanks to their Instagram stories, so she was able to forward those along to the right people right away. It can be hard to put yourself out there like that, but if getting on camera is your ambition, then consider your Insta account your audition reel.

Connect With Darla & Wingnut Social

• www.WingnutSocial.com
• On Facebook
• On Twitter: @WingnutSocial
• On Instagram: @WingnutSocial
• Darla’s Interior Design Website

Subscribe to The Wingnut Social Podcast on iTunes, Google Podcasts, or TuneIn