Brand Building: 5 Tips to Help You Get It Done

Even though you’re spending hundreds (or thousands) of dollars on brand building each month, your audience isn’t growing. You’re only followed online by a few clients, some bots, and your mom. (Yeah, not even your dad is paying attention to your online marketing efforts!)

And so, for a change of pace, instead of a lengthy introduction to our subject by explaining how difficult building your brand is and why it’s so important, let’s do this. Let’s assume you already know those things and are frustrated by the time, effort, and expense to do it. That way, we can go straight to how you can get it done.

5-Step Brand Building Strategy

If you're like many entrepreneurs and small business owners, your business refuses to grow despite all the work you’ve done to market yourself. But, despite the poor return on all of your efforts, you feel obligated to continue because you know you need an online presence.

1.      Consistent Messaging is Marketing Gold

Consistent messaging throughout every platform is vital to building your brand. This includes the content you create, the logo and graphics you use, images, and the calls-to-action for your target audience. This last can change according to the type of strategy you're promoting, e.g., list building, engagement, special deals on products or services, etc.

Inconsistent messaging does more than simply confuse your audience, it also creates doubt in your abilities and expertise. For example, if your social media content diverges significantly from the messaging on your website, you create uneasiness and questions in the minds of your audience. When this happens, rather than contacting you for answers, it’s far more likely they’ll simply move on to a competitor whose messaging is clear and (yes!) consistent to them.

Once they leave, it’s unlikely you’ll ever be able to bring them back.

2.      Your Identity is Unique, Make Your Brand Unique Too

Separating yourself from your competition can be extremely challenging. However, being unique in some way(s) is what brand building is all about, i.e., creating an identity that has a singular impact on your target audience.

Focus on who you are. Share your vision and mission, which stem from your purpose. Do all you can to make yourself real in the virtual world where you’re doing business. These are the things that make you more human and will separate you from your competitors, before you even describe your business, your products, or your services.

Video is a great tool for doing this type of brand building. The cool thing about using video to create an identity and reputation online is that they don’t have to be long. In fact, the best videos are quick, laser-focused on solutions, and highly targeted to your audience.

What should you include in your 2-to-3-minute branding videos? One subject. Expert analysis. Solutions. Call-to-Action. That’s all you need to gradually build your brand and online reputation through video marketing.

3.      Poignant Messaging is Powerful Messaging

Emotional appeals are an incredibly powerful part of your messaging. This requires consistent messaging about the benefits of doing business with you. Not features. Not tech. Not changing the world. Benefits to your target audience!

If this somehow sounds selfish, that’s OK. Your goal is to cater to the self-interest of your audience, after all, so don’t get distracted by things that do not reinforce that benefits-based message. Always work to answer their most important question, “What’s in it for me?”

Whether your goal is to make people feel better, their homes look better, be more comfortable or more productive, a positive result is what they are looking for. At this point in your messaging, it is absolutely not about you… It’s all about them!

4.      You Need a Loyal Audience

Creating loyal followers (and eventually paying clients) is only possible if you display your expertise and honestly share the benefits they’ll receive from first engaging, and ultimately working, with you.

Your audience is your most valuable asset and by engaging with them and showing interest in their comments, you can keep them coming back. Once they show interest, by subscribing to your email list for example, you have a valuable opportunity to pique their interest further and engage them on a deeper level.

This is the stuff of dreams for any online marketer because you now have a chance to build a relationship that has a high probability of conversion. How you handle these opportunities will determine the long-term success of your business. And it all comes from implementing a solid brand building strategy.

5.      Always Ask Them to Take Action That Benefits Them

Ultimately, the goal of your online marketing efforts is to compel your audience to take action that benefits you, and them. (Don’t ever forget them!) Whether your short-term goal is to get them to subscribe to your email list or take some other step that will lead to increased engagement, you need to get them to act.

These various types of activities are designed to help you begin building a relationship with them that will, eventually, lead to conversion; that is, making a sale. Your consistent emotional messaging combined with your unique identity and poignant appeals will create the loyalty that will entice them to act and do business with you.

Now, back to the intro we didn’t make you read… Yes, building your brand and a unique identity may be the most challenging part of your marketing strategy. But, just like that marketing plan, a strategic approach will be a huge benefit for enhancing your online reputation and your brand.

Business Branding Help

It goes without saying that we at TD Fall will do all we can to help. And Ted is always available to work with you on an individual basis, consulting on how your business can best respond to the shifting needs of your design and furnishings clients.

With more than 25 years of experience in the luxury furnishings and interior design industries, he has pretty much seen it all. So, if you're ready to work with a professional consultant who can help you with marketing and brand building, feel free to… Get in touch with TD Fall today.

Interior Design Trends and The Pantone Color of the Year 2022

As we leave 2021 behind and ring in the New Year, it’s time to also call up the latest from the folks at Pantone with their annual declaration of the Color of the Year 2022.

While many other paint brands proclaimed various shades of green as their color of the year, extolling its versatility, warmth, and feelings of growth, Pantone has selected a shade of periwinkle, Very Peri. They have also merged next year’s choice into four pre-loaded, mood-focused palettes with color combinations that integrate and complement Very Peri.

“Very Peri was selected for its blending of the faithfulness and constancy of classic blue with the energy and excitement of red. ‘As we move into a world of unprecedented change, the selection of Pantone 17-3938 Very Peri brings a novel perspective and vision of the trusted and beloved blue color family,’ Pantone Executive Director Leatrice Eiseman said. ‘Encompassing the qualities of the blues, yet at the same time possessing a violet-red undertone, Very Peri displays a spritely, joyous attitude and dynamic presence that encourages courageous creativity and imaginative expression’.” (Houzz.com)

Pantone Very Peri Color of the Year Palettes

Realizing not every homeowner or designer will be completely comfortable with shades of blueish/lavender paint in every room, they have made these Color of the Year-themed palettes. These can be used with every other Pantone Colour and are available to share, save, and use in your design files within Adobe Photoshop®, Illustrator®, and InDesign®.

Balancing Act

“Balancing Act is a complementary palette of color whose natural balance of warm and cool tones support and enhance one another. The brilliance of Very Peri is intensified within this artfully calibrated palette, injecting a feeling of liveliness and visual vibration.”

Wellspring

“A holistic and harmonious blend of nature-infused shades, Wellspring highlights the compatibility of the greens with good-natured Very Peri and the health-giving properties of these deliciously subtle and nourishing hues.”

The Star of the Show

“The dynamic presence of Very Peri comes through in The Star of the Show, as we surround this happiest and warmest of all the blue hues with a palette of classics and neutrals whose essence of elegance and understated stylishness convey a message of timeless sophistication.”

Amusements

“Amusements, a joyous and whimsical color story of irrepressible fun and spontaneity is amplified by the carefree confidence and joyful attitude of Very Peri, a twinkling blue hue whose playfulness emboldens uninhibited expression and experimentation.”

Kravet Periwinkle Fabrics and Wallcoverings

A company that refuses to ignore design trends from wherever they may come, Kravet has made a variety of lovely periwinkle fabrics and wallcoverings available for some time.

Whether you're an interior designer or furnishing store owner, Ted has the experience and knowledge to help you adapt to changing times and to employ the latest Pantone Color of the Year 2022, 17-3938 Very Peri, to enhance your client’s home or office environment. Feel free to… Get in touch with TD Fall today

Lily Koo Bed Designs, Headboards, and Bed Bases

Now that we’ve shared the amazing line of executive desks and writing tables from Lily Koo, it’s time to consider taking a nap. After all, you’ll need to recover in style and comfort from all that hard work in your home office. With that in mind, we’d like to share some of the stunning yet restful bed designs from Lily Koo.

Now, while the limits of space and time preclude us from sharing everything they have to offer, we will share a few bed designs, along with peeks at a truly unique headboard design, and a bed base that does more than simply support a mattress set.

Lily Koo Bed Designs for 2021

The Bryce bed design by Lily Koo offers classic styling with a contemporary feel. The headboard and bed base design includes Mahogany Solids in their construction and is shown here in Lily Koo's truffle finish. Available in King size (W88.0 x D87.0 x H60.5 in) and Queen size (W72.0 x D87.0 x H60.5 in).

The Bryce Bed

A uniquely elegant, tufted design, the Jaimee bed design from Lily Koo offers both. The headboard and bed base design includes Mahogany Solids in their construction and is shown here in Lily Koo's truffle finish. Available in King size (W90.0 x D88.0 x H52 in) and Queen size (W74.0 x D88.0 x H52 in).

The Jaimee Bed

Even a subtle statement remains a statement, as evidenced by the Sierra bed design from Lily Koo. The headboard and bed base includes Mahogany Solids in their construction and is shown here in Lily Koo's Havana finish. Available in King size (W95.0 x D87.5 x H57 in) and Queen size (W79.0 x D88.0 x H52 in).

The Sierra Bed

Headboards and Bed Bases

You can find more amazing Lily Koo headboards here, but we’d like to give you a peek to pique your interest.

The Elena headboard by Lily Koo captures the imagination at the very first glance. Designed to be mounted to the wall, this stunning piece is built with Mahogany Solids and is shown here in the company’s Havana finish. The Elena headboard is available in King size (W79.0 x D3.5 x H63.0 in) and Queen size dimensions (W71.0 x D3.5 x H63.0 in).

The Elena Headboard

You can also find the collection of Lily Koo bed bases here. Want a sneak peek?

Bed bases do not have to be perceived as merely boring accessories to a mattress set or headboard. Instead, they can add style ways that many believe impossible. The Brenda bed base from Lily Koo designs is just such a piece. Made of Mahogany Solids with a dove grey finish, this base can support either a King size (W82.0 x D86.0 x H12.5 in) or Queen size (W66.0 x D86.0 x H12.5 in) sleeping ensemble.

If you have questions about the availability, quality, or pricing of these Lily Koo beds, headboards, and bed bases, please… Get in touch with TD Fall today.

Effective Online Branding for Designers and Furnishing Dealers

We recently had an experience that made us ask the question: what is online branding and how can it help in local searches?

After performing a local Google search for interior designers and luxury furnishings stores, we were somewhat surprised to receive 1.96 million and 4.3 million results, respectively. Surprised because we find it somewhat unlikely that a metropolitan area of fewer than 1.3 million like Salt Lake City could support those numbers. (Duh!)

What truly shocked us was that so few local firms were listed on page one of the results: just 5 of 18 for designers and 6 of 18 for retail outlets. (Your own local search would likely show varying results but we find it hard to believe they would be significantly different.)

The point is that seeing results like these forced us to consider whether the lack of locally owned firms in the search results (SERPs) might be a branding problem. After all, our queries offered everything from locater services to online sellers like “Overstock”. These were decidedly NOT what we were searching for.

And so, we decided we might be able to offer an answer to our opening question, what is online branding?

What Is Online Branding?

When it comes to online marketing, differentiating yourself from your competition may be your greatest challenge. If it’s true that the average homeowner knows little about the differences between fine furnishings and the furniture offered at the typical retail outlet, it becomes especially difficult to convince them of the value to be had in high-quality furnishings.

Further, paying for the services of what they may perceive as a glorified shopping service can make working with interior designers seem wasteful, at best. This means that you not only have to educate consumers about the value of design services and luxury furnishings in general but that you offer something that your competitors don’t.

This is where effective online branding can be so valuable.

Building Local Brand Awareness

First, it’s not our goal to offer a branding tutorial in this post. Rather, we’d like to present you with the two most important factors for building brand awareness: reputation management and messaging.

• Reputation management – This is where you establish yourself as an expert in your niche, and as a local influencer, whether as an interior designer or furnishing outlet. The content on your business website will be important here but, even more important will be your blog and social media posts. By sharing high-value information at no charge, you show yourself as a real professional who is not just “in it for the money”.

• Messaging – Creating a consistent message about yourself and your business is a great way to set yourself apart from your competition. Since it’s impossible to be all things to all people, clearly outlining what you offer has huge value. It’s equally important to be clear about whom you offer it to – the types of clients you would most love to work with (beyond those who are simply willing to pay you!).

Building brand awareness should be one of the top priorities of your marketing strategy. It’s a critical step not just in appealing to your target audience, but as a way to create interest, generate leads, and convert those leads into meetings, bids, and sales. In fact, considering the competitive nature of the design and furnishing industries, there may well be nothing more important than focusing on effective online branding.

Ted remains available to work with you on an individual basis, consulting on how you might increase local brand awareness as part of your marketing strategy.

With more than 25 years of experience in the luxury furnishings and interior design industries, he has pretty much seen it all. So, if you're ready to work with a professional business consultant who can help you become one of those agile entrepreneurs our changing world demands, feel free to… Get in touch with TD Fall today.

Remote Work Business Model – Lessons from the Pandemic

Many lessons can be learned from our response to the pandemic, not least of which is the evolution of the remote work business model that some of us have embraced. (And which some of us have tried to kill off as quickly and mercilessly as possible!)

On an individual level, powerful impressions have been made about our lives. These include things like the importance of meaningful work, the value of family, and how even the smallest gestures can have a huge impact on our well-being. (Ideas.Ted.com)

Perhaps most important; enjoying life and living in the moment are receiving greater focus as many come to realize the transient nature of life.

That being said, running a business and “going to work” have also been affected in ways we may never have anticipated.

The Work From Anywhere Model

Newly defined as the remote work business model or working from anywhere (WFA), the work from home (WFH) trend that began in the 70s has evolved into something much more organized and valued.

As explained in an article at the Harvard Business Review, “Without question, the model offers notable benefits to companies and their employees. Organizations can reduce or eliminate real estate costs, hire and use talent globally while mitigating immigration issues, and, research indicates, perhaps enjoy productivity gains. Workers get geographic flexibility (that is, live where they prefer to), eliminate commutes, and report better work/life balance.”

Of course, as with so many things, the new model is not all roses and sunshine.

“However,” the article continues, “concerns persist regarding how WFA affects communication, including brainstorming and problem-solving; knowledge sharing; socialization, camaraderie, and mentoring; performance evaluation and compensation; and data security and regulation.”

The question remains though of how all this remote working may affect the relationship between designer and client.

The Remote Design Business Model

Despite the difficulties outlined above, what's really striking right now, is that business in the interior design sector is strong. It's the way designers are engaging with their clients that have evolved and changed. Certainly, more is being done virtually than ever before.

From staff management to client relations, the menu of available virtual engagement tools has exploded in response to the lockdowns and stay-at-home orders.

Employee engagement software can be had as no-cost, open-source platforms to be used for increasing job satisfaction and retain talented staff. Even a free application can be used as “an essential tool to serve the purpose of employee surveys and classification, health checkups, and peer recognition and to keep the employees engaged for all the activities.”

The website GoodFirms.co, quoted above, also offers a list of seven of the best open-source employee engagement software solutions.

Remote Client Engagement

Promoting your brand and building relationships are particularly difficult when face-to-face meetings are either frowned upon, restricted, or forbidden. And, while this is true for virtually any business, it may be even more so for interior designers who normally need to be a presence in the client’s home or office.

As explained by the folks at NewBreedMarketing.com, “A customer engagement platform is a software that helps you engage with your customers through every touchpoint they could possibly have with your organization. It houses a database of connected content and tracks your audience as they transform from strangers to prospects to customers and eventually to promoters.”

In its simplest form, creating a Facebook Group (whether private or public) can be a useful brand building and engagement tool. Next, of course, the use of video conferencing tools has become almost ubiquitous for virtual meetings. Applications like Skype and Zoom have become so popular this year that there have been times when they could not support the massive amounts of traffic. Still, they are essential for remote client engagement.

However, complete and professional engagement with your clients will require more than basic video and audio service. Instead, “Customer engagement is about improving customer communication and interaction, making them more personalized, dynamic, and contextually relevant,” according to the software evaluation experts at Capterra.com.

In fact, in their article 6 Best Customer Engagement Software Tools, they do a great job of guiding you through the mind-bending assortment of hundreds of engagement software choices.

These applications will normally include customer relationship management (CRM), customer service, customer feedback, digital marketing, customer success, and even live chat software.

Are you already using a client engagement tool you love? Please share your experiences with other readers in the comments section below.

Business Coaching and Consulting with Ted Fall

Are you struggling to implement your own remote work business model? Have your lessons from the pandemic left you floundering for solutions while foundering to stay afloat until things return to normal?

With more than 25 years' experience in the luxury furnishings industry, Ted remains available for business consulting support to interior designers and furnishing store owners. Get in touch with TD Fall today.

Developing a Unique Selling Proposition as The Foundation for Your UVP

Should we have offered this information about developing a unique selling proposition (USP) before our post about creating your UVP? Maybe, but then, where would the mystery have been – the burning question we left you with that got you to come back and look for more?

Pretty sneaky, huh? (Sorry, not sorry!) LOL

You see, this is all part of our strategy to hook you on our series of posts on marketing your design business more effectively. We figure that, in the face of the pandemic and its eventual aftermath, a return to marketing basics has value for you and we hope to be able to provide that. Of course, if you need more individualized attention, Ted is available for business consulting support to interior designers and furnishing store owners.

Now, onward and upward…

What Your USP Says About Your Business

Once again, we need to define our terms for you:

“A unique selling proposition, more commonly referred to as a USP, is the one thing that makes your business better than the competition. ... Your USP plays to your strengths and should be based on what makes your brand or product uniquely valuable to your customers. Being ‘unique’ is rarely a strong USP in itself.” (Shopify.com)

Yeah, that unique thing they mention is taken care of when you create your UVP, right?

Now it’s time for some cool graphics! (YAY!)

First, let’s just get our heads around the basic concept of what a USP really is. This graphic, borrowed from TractionWise.com, illustrates the concept in a clear and simple way:

For a more detailed look at the issues your USP must address effective, we borrowed this graphic from Medium.com:

As you can see, both of the images present an area where your offerings best meet the needs of your prospective client, while avoiding areas of risk or similarity.

When you develop your USP, you avoid areas of similarity with your competition because there is nothing unique to offer in your UVP. Areas of risk are avoided for the obvious reason that you may actually push your prospects toward your competitor by mistake.

In other words, the whole point of developing a unique selling proposition is to figure out and proclaim how you are different from your competition – not to mention BETTER.

Why It Matters

You see, while it may seem counter-intuitive, it’s a simple fact of life that not every owner knows what makes their business unique, different, and better than their competitors. Frankly, some of it is just ego talking (“If it’s mine it MUST be better!”). But, more often, it’s a combination of lack of time, energy, and knowledge.

By this, we mean that, often, there is just too much to take care of for a single entrepreneur to be able to get it all done alone. Something has to give and, too often, it winds up being market research into the competition. That lack of knowledge can make developing your USP and UVP more than a time-consuming chore; it can make them completely ineffective.

That’s why it matters so much because of the time and energy you invest in this kind of work must have a solid return. So, set aside whatever time you need to get them done right.

Again, Ted remains available for business consulting support to interior designers and furnishing store owners. With more than 25 years' experience in the luxury furnishings industry, he is able to answer questions about everything from general marketing to specific tips for developing a unique selling proposition and your UVP as the foundation and guides for your marketing strategy… Get in touch with TD Fall today.

Hey There Goldilocks, Is Your UVP Too Much, Too Little, or Just Right?

Does your UVP cover everything from ABC to XYZ? If so, you're likely struggling to make ends meet.

Ok, now you're wondering just what the heck we’re talking about, aren’t you? Oh, nothing too important, just your Unique Value Proposition. Or, you know, the answer to why prospects should want to work with you!

Now that we have your undivided attention, let’s quickly define some terms so we can get to the meat of the matter. Sound like a plan?

What is Your Unique Value Proposition?

What is UVP?

“Also known as a unique selling proposition (USP), your UVP is a clear statement that describes the benefit of your offer, how you solve your customer's needs and what distinguishes you from the competition. Your unique value proposition should appear prominently on your landing page and in every marketing campaign.” (Unbounce.com)

Or, even more simply:

“A unique value proposition (UVP) is the core benefit or solution that differentiates your product or service from the competition and positions it as the best possible option on the market.” (CoSchedule.com)

So what do these definitions have to do with our opening question about “everything from ABC to XYZ”?

There is a tendency among entrepreneurs and small business owners to try to be all things to all people. After all, the thinking goes, whether you're trying to build or grow a business, you need more clients and, the best way to get more clients is to broaden your menu of services, isn’t it?

BUT, and here’s where that kind of thinking tales you – there’s no real value proposition to excite prospective clients there!

You see, your UVP should answer the question, “Are the unique features of this [product/service] worth the price?”

If it instead boasts the fact that you can do everything anyone could ever conceive of wanting from you (which is impossible, BTW), it offers no real value relative to the cost for the client. And, when all is said and done, clients buy VALUE, not your all-in-one fantasy menu.

Think a graphic will help? Here’s one borrowed, with thanks, from the folks at Omniconvert.com:

How’s that for adding clarity?

Where to Go From Here to Develop Your UVP

The website Dummies.com offers some excellent guidance for the next steps when developing your unique value proposition:

“Famed business author Neil Rackham believes a value proposition consists of four main parts: capability, impact, proof, and cost. You could have a strong selling proposition, but a weak value proposition.”

This model, the Value Proposition Builder, creates six stages for value proposition analysis:

• For what market is the value proposition being created?

• What does the market value the most – the value experience or the customer experience?

• What products are being offered?

• What benefits will the customer derive from the product?

• What alternative options exist?

• What evidence substantiates your value proposition?

“The unique selling proposition combined with the unique value proposition shows how marketable [your services] can be. It isn’t enough to be unique; you must be unique in a way that creates the perception of good value to the customer.” (emphasis added)

From this list, it’s easy to see that the most important feature of your UVP should be placing the emphasis on benefits and value. Or, to put it a simply as anyone can, make sure your UVP answers the client’s #1 question, “What’s in it for me?”

In these confusing times, Ted remains available for business consulting support to interior designers and furnishing store owners. With more than 25 years' experience in the luxury furnishings industry, he is able to answer questions about everything from general marketing to specific tips for developing your UVP as the guide for your marketing strategy… Get in touch with TD Fall today.

The 3 Big Marketing Questions Interior Designers Must Answer

All entrepreneurs have some serious marketing questions they need to answer when they start a business. These things may be even more important today, as we all work to recover from the challenges forced upon us by the pandemic. For interior designers, there are three big marketing questions to answer that are timeless and critical to your success.

Today, we’d like to take a look at them and see what might be the best way to answer them, taking into account our digital marketplace and the post-pandemic environment.

Answer These Marketing Questions

1) What is my time worth? This is the ubiquitous question for nearly every entrepreneur; how to value and price the service(s) you offer? While market trends can be a useful guide, your reputation (or the lack of one if you're just getting started), will influence what you are able to charge. The current trend seems to be toward package pricing, which means a price for the project without an hourly breakdown. Of course, your hourly rate will be included but it may not be necessary to highlight for your clients.

The key to valuing and pricing your design services is to always remember that the market for interior design is always local. Knowing what the top designers charge in New York and Los Angeles is useless to you in Dayton, Ohio; or even in the suburbs of those mega-markets. Keep your eyes on the prize here, and stay competitive with other designers in your area. Be diligent and check your competition’s rates every six to twelve months, or so. As your reputation grows and the economy recovers, you may be able to raise your prices over time.

2) How do I work with the types of clients I want? There is a persistent problem with the coaching and consulting that takes place online these days. Too many marketing “experts” advise you to define your “ideal client profile”. Of course, that’s not the problem we’re talking about because that makes perfect sense. No, the problem comes from them helping you define your perfect client too narrowly – as someone who wants to work with you.

What about the client YOU would LOVE to work with? It’s your business, after all. It’s your time and energy that is being invested in every project you accept. It should be your preference for both the type of project AND the type of person for whom you wish to work!

3) Where do I fit in my niche and market? Ah, the million-dollar question: where do I fit in? The answer is largely defined by the vision you have for your business, along with the mission you’ve given yourself. Why? Because it is these two things that define the purpose of your design business, and knowing your purpose will help to determine your niche.

Again, as a local business, you’ll need to research the economic characteristics of your market, as well as what the successful designers in your area are doing. (It also wouldn’t hurt to know why the less than successful designers are not flourishing.) First, figure out what’s missing in your market and then decide if it’s a service you can, or want, to offer. Then, based on your answer to the first question above, you can decide if that type of work is worth what you need to charge.

It should be obvious by now that all three of these Big Marketing Questions are inter-related and that the answers to each of them will influence the answers to the others. In other words, answering these marketing questions is a bit like a jigsaw puzzle that only you can put together. But, if you take the time to construct it well, you’ll have a solid advantage over the other interior designers in your marketplace.

Of course, doing all of this on your own may be more changing and time-consuming than you can invest. Knowing this, Ted remains available for business consulting support to interior designers and furnishing store owners. Whether virtual or facemask-to-facemask, with more than 25 years' experience in the luxury furnishings industry and through all sorts of economic crises and natural disasters, he should be able to help you cope with all the changing trends and priorities.

To get in touch with Ted, or for more design trends, business tips, and answers to important marketing questions… Get in touch with TD Fall today.

Social Distancing Makes Marketing with Video More Important Than Ever

We've written a few times now about the importance of marketing with video. However, as social distancing continues to impact all of our lives on so many levels, the importance of video marketing for your design business has grown significantly. (And, perhaps, exponentially.)

As we mentioned in a previous post, it's already true that remote conferencing and video chat apps make "social distancing" the norm for many of us. Video conferencing has now become true for many interior designers who more commonly work with clients face-to-face. This newly enforced need to work remotely has likely led you to reimagine how you can build relationships with prospects (and current clients) when you are unable to appeal to them in person. (Or, perhaps more accurately, not allowed to do so.)

Even as many of us wonder if the craziness will ever end, you should take steps to preserve your business for the future..

The Value of Video Marketing as a Social Distancing Tool

The good news from all of this is: People who've never before attended an online meeting are becoming familiar with using video conferencing apps. They're also becoming ever more comfortable grabbing information that matters to them from platforms like YouTube, Vimeo, and other video sites. (Of course, they're also getting plenty of sketchy dis-information; but hey, we'll just leave that subject for another time and place!)

As a way to limit the spread of contagious diseases, keeping social distancing involves the simple tactic of keeping extra space between yourself and others in typical situations where you might interact. Grocery shopping, working in an office, and going to school have all become a bit scary, as has sitting in a prospect's home, and sharing your design ideas.

This begs the question then of how all of this could enhance the value of video marketing. Well, as the fear of personal interaction has grown, so has the importance of video for promoting your marketing message!

According to online video production sites like Animoto and Biteable.com, video drives traffic to your website. This increases the odds of visitors being comfortable interacting with you remotely.

Online marketing has always been about one thing – making connections. Yet, people are feeling isolated right now, which is why viewing online videos has jumped exponentially in the past few months. Knowing this, a sharp interior designer can put this valuable information to use in their interest – as well as in the interest of their clients and prospects.

Which Types of Video Work Best During Social Distancing

According to NBCNews.com, "YouTube says its data show more than 500 percent increases in views on March 15, compared to the daily average for rest of the year, for personal activity videos with the terms "at home" or #withme. Videos on meditation (55 percent), cooking (100 percent), and working out (200 percent) also increased in mid-March compared to the same time last year, the platform said." (emphasis added)

While we're recommending you use video conferencing to meet with clients and prospects, it's also important to mention how valuable it can be to share videos on social media and your website.

Why? Because videos get attention and increase interest in you and your business! According to Biteable.com, there are 11 types of videos that are getting the most attention right now:

1. Interview/Q&A

2. Behind-the-Scenes

3. Feature/Product Video

4. Live Videos/Live Streams

5. Promos and Deals

6. Giveaways and Contests

7. User-Generated Content

8. Announcements/Reveals

9. Events

10. Breaking News/Trending

11. Tutorials/How-To Videos (these have always been a great idea!)

These subjects are hugely popular during lockdowns, as so many folks are looking for new types of entertainment or quality information. If you can use a variety of video presentations to present your services in a positive, informative fashion – and offer real value in them – you're far more likely to see substantial results!

How to Make it Happen!

The most effective videos have some common characteristics:

• Entertain, inspire, or educate: Rule number one is to make your video valuable! Aim to either educate, entertain, or inspire.

• Be attention-grabbing: If your video's not engaging in the first few seconds, your fans are likely to keep right on scrolling. Add an eye-catching title card and aim to grab viewers' attention in the first 3 seconds.

• You may not need sound: Make sure your video works well without sound (most videos on social media are on mute until the user chooses to turn on the sound). If you want people to listen, encourage viewers to tap for sound in the video description or captions.

• Use captions: Lots of pages have success with completely wordless or text-only videos. But if the dialogue is a must, add captions so viewers can follow along.

• Keep it brief: Short videos tend to perform best on social media. We're talking 2-3 minutes tops on Facebook and Twitter. Instagram only allows videos of up to one minute, though the old upper limit of 15 seconds is still often a good length to aim for.

• Try interesting angles: Bird' s-eye or drone videos, 360° views, Go-Pro action shots…try making videos that offer viewers a seldom-seen view.

• Let 'em repeat: Videos on Instagram loop automatically, as do short videos on Facebook and Twitter. Take that into account when you're creating them — you might even want to try a seamless loop that viewers won't notice.

• Be creative: There are so many fun apps that make it easy to create professional, visually appealing videos, especially for Instagram, though you may want to post on other networks too.

If this doesn't answer all your questions about how and why the value of marketing with video has increased as a result of the pandemic and social distancing – or how you can use it to promote your interior design business, then Get in touch with TD Fall today.