DESIGNER STYLE · website / blog Backlinks - improves your SEO This publication then shares this...

DESIGNER STYLE

CO-FOUNDER DARREN JAMES INTERIORS

B. BusinessBusiness Operations & Marketing

Dip. Interior Design Interior Designer

TRUTH - we all want to

grow our businesses

whether it be more

leads, a pipeline that is

consistently full, or

perhaps simply better

qualified and targeted

leads!

THE GIANT BLACK HOLE OF

DIGITAL MARKETING

Modern Marketing Ecosystem

IF WE REALLY WANT TO KEEP UP WITH

THE TIMES & GROW A SUCESSFUL

BUSINESS IN TODAYS MARKETPLACE,

WE NEED TO BUILD & DEVELOPE A -

WEBSITE

SEO

SOCIALMEDIA

EMAILMARKETING

PAIDADVERTISING

PR

InstagramLinkedinFacebookPinterestTwitterHouzzYoutube

Know, like and trust factorNurture – ‘top of mind’

Effective way to deliver content

Online / OfflineAdvertising

Digital / Print

Website = Not just a pretty face!Content OptimizationLinks that offer value

WEBSITE

SEO

SOCIALMEDIA

EMAILMARKETING

PR

Your email marketing software captures, nurtures and coverts by building know, like and trust strategy

Option – of boosting / promoting this post

You pitch idea / topic to online publication –Example: “Top 5 tips to select the perfect cooktop for the gourmet home chef”

You then share this PR on your website / blog

Backlinks -improves your SEO

This publication then shares this article on

their website and creates a backlink to

your website

You also share news of the PR piece on your SOCIALS with a

link back to your website

On your website you capture your audience email with gated content PAID

ADVERTISING

Content creates a living website again helping your SEO

WE ARE ALL PEDDLING AS

FASTAS WE CAN

What are key steps we can take to create a modern marketing ecosystem for our business?

Ideally we are running all 6 programs at once!

It's the central component of the MME, it's

your portfolio, showroom, shopfront & office.

Your foundation!

Unlike other social media you own your

website

You own it!

75% of your clients are judging your

company's credibility based on your website

design - especially as creatives

You’re being judged!

HANDCRAFT A DYNAMIC WEBSITE

CREATE A DYNAMIC WEBSITE

Design

Professionally designed in a way that speaks to your audience

Functionality

Intuitively laid out, clear goal, quick to load pingdom.com (Aim 3 seconds)

Future Proof / Mobile Matters

Majority of users are on smart phones and tablets, 57% of Australians are using

voice search

Dynamic

It is the living piece of the marketing puzzle that constantly needs to be updated

Value Adding

Needs to be more than just appealing – it needs to ADD VALUE to your audience

Capturing Emails

Key function of your site capture leads – allowing you the ability to control

communication through email marketing

CREATE A DYNAMIC WEBSITE

SO WE HAVE CREATED A BEAUTIFUL / FUNCTIONAL WEBSITE

WEBSITE

SEO

SOCIALMEDIA

EMAILMARKETING

PAIDADVERTISING

PR





Digital / Print


BUILD & CREATE ENGAGING CONTENT

What do I mean by content?

• Anything you post is considered

content e.g. photos, video

• Consider every piece of content an

opportunity

Entertaining

Educational

UNDERSTAND YOUR AUDIENCE!

• Who is your ideal client?

• What do they want to know?

• What do they dream of?

• What are their pain points when in it comes to

design & renovating

• What value can you as a designer and expert

bring to them?

|Engaging Content

Kitchen & Bathroom Industry

ONE PAGE FOR EACH STEP

|Engaging Content

1. Establish authority

2. Living Website/ SEO

3. Platform to create Micro

Content

4. Integrate with SOCIAL

MEDIA

|Engaging Content

ONE PAGE FOR EACH STEP

|Engaging Content

|Engaging Content

TYPE & MIX OF CONTENT

• 35% problem-solving, how to's, design tips, anything you get asked a lot

• 35% before and after's, just after's, project products, mood boards details

• 20% trends, fun finds, highlighting industry partners, product round ups

• 10% company updates, events attending or hosting, personal stories

|Engaging Content

MY FAV CONTENT CREATION TOOLS

• CANVA

• UNFOLD

• IMOVIE

• GRAMMARLY

|Engaging Content

How do we eliminate last minute panic when

it comes to sharing & posting content?

= ROAD MAP

|Engaging Content

TIPS TO GET STARTED!

• Look at content you already own

• What projects you will have completed and when

• Look at possible partnerships and collaborations

• Maximize and plan out your photography

• Plan what events are coming up and when

• Schedule in context with the REAL world

• Macro task where possible

• Work out your quantity sweet spot and stick to it!

• Schedule and plan in advance

|Engaging Content

SCHDUELDING TOOLS!

• LATER

• HOOTSUITE

• CO-SCHEDULE

• TAILWIND (Pinterest & IG)

|Engaging Content

WEBSITE

SEO

SOCIALMEDIA

EMAILMARKETING

PAIDADVERTISING

PR





Digital / Print


CREATE & BUILD YOUR TRIBE WITH SOCIAL MEDIA AND EMAIL MARKETING

TAKE NOTE

Multiple Platforms can be overwhelming. Just focus on ONE and doing a good job of that one.

FOCUS

Every platform has something different to offer. Who is your ideal client, where are they hanging out?

APPEAL TO YOUR MARKET

| Build Connections - Social Media

Have a specific objective - CTA

OBJECTIVE

Every platform has something different to offer. Who is your ideal client, where are they hanging out?

REVERT TO ROAD MAP


Is the heart of a lasting impression. The more you engage the stronger the loyalty.

ENGAGEMENT

Be authentic, have humour and don’t forget humility. Think about your tone and vocab!

AUTHENTICITY

You are not cheapening your value by sharing your advice freely. It actually makes you look intelligent!

BE GIVING

Give your audience the same attention you provide in person. Quick replies and interacting timely will also boost posts.

ATTENTION


Aim - Min 3 x per week

MANAGEABLE SCHEDULE

Repeat themes, elements, consistency build trust

REPEATING ELEMENTS

Look at the best time of day to post based on your analytics for the platform

TIMING

Look into scheduling tools

TOOLS


• Tactics, gimmicks are BS and don't work!

• You might get some growth but not longevity in your audience

• The number of ‘followers’ and ‘likes’ is just VANITY METRICS

• Followers will take a hit the minute you stop!

THE ANSWER = ATTRACT YOUR AUDIENCE NOT CHASE THEM

Bio

- 1st line - what you do and who you help /speak to your audience

- 2nd line - what makes you unique

- 3rd line - call to action - blog post, landing page, opt in

- create your own hashtag

Keep consistent - images on brand, high quality and suit your feed

• Best captions use story telling

• Break captions up with paragraph

lines and or emojis

• Share quotes, facts, microblogs and

on the occasion YOU!!!

• Each handle or hashtag in the caption

will drive people away - so make sure

it's worth it

• Always ADD a call to action (CTA)

CREATE CAPTIONS THAT COMPEL!

INSTAGRAM’S EQUIVALIENT TO SEO

• Increases visibility

• Trend for top posts

• You can use up to 30 for a post

• Include no more than 3 in a caption

• If you post hashtags in the comment - needs to be

immediately 1-2 minutes after posting

• Research your hashtags and save them in notes

on your phone (or scheduling tool)

• Format with 5 to 6 dots proceeding no spaces

• Rule of thirds when it comes to photography

• Straighten the horizon line

• Always face the light when shooting or taking a

video

• Outward facing camera is better quality

• Invest in good tools

THE PERFECT POST!

IF YOU ARE NOT ACTIVELY DRIVING TRAFFIC TO YOUR WEBSITE – YOU ARE MISSING THE BOAT

OPTIMISE YOUR PROFILE

• Convert to a business account - it's free and offers

analytics

• Profile pic - keep it consistent

• Carefully craft a profile description that

communicates who you are and what you do

• Even include a link to a lead generator so they

jump on your email list

• DON’T FORGET to apply for “Rich Pins”

CREATE NICHE BOARDS

• Keep ONE main board for your own designs /

portfolio

• Create niche boards with good quality pins and

pin your content in between

• Have a board dedicated to your location

• Have a board dedicated to your blog

• Use strong key words in your board descriptions

to attract pinners through search tool

IMAGES

• Optimize your website for images

• Ideal image is 600x900 – vertical

aspect ratio

PINNING

• Share images from your website – the goal is ALWAYS to

drive traffic back to your site

• “Pin it” button

• Pin images more than once & on multiple boards = not

spam

• When you re-pin the same image onto different board –

change up the keyword to suit the board

• On your boards create a mix your own pins with other pins

• Feed the train – min 5 pins per day (2/3 ratio)

• 1 hour on Sunday or use scheduling tool like e.g. tailwind

PINTEREST IS A VISUAL SEARCH ENGINE

• When uploading images to your website ensure

the alt text description has good quality keywords

as this is where Pinterest grabs it’s data from

• Think about what your potential client would

search for

• When you upload your photo – add your location

to the description

WATCH THIS SPACE – NUMBER ONE PLATFORM FOR PROFESSIONALS

YOUR MINI WEBSITE

• Business Profile & Personal Profile – ensure you

are using both!

• It should read like a ‘mini’ website

• Explain what you do and who you serve

• Profile Image – keep it consist

NEED TO BE VISIBLE TO YOUR NETWORK

• Not just a rolodex of contacts

• Power is in sharing content to your network

• Share projects

• Upload press

• Drive traffic to your blog / website

• As designers – who is your audience? Are there

architects, builders, partners you can align with in

your area / location

• Build a targeted network – connect with your audience

• RELATIONSHIP BUILDING IS KEY – use private messenger

• Start conversations similar to those that you would have at a networking

event

• Don’t be too pitchy

• 10 minutes a day!

You are driving new traffic to your website…

NOW WHAT?

= Moving your leads through a customer journey

Method you use to generate quality leads and keep pipeline full = REVENUE

Move your leads through a journey – from becoming aware of business to

taking that next step and purchasing from you

• Opt in /Sign up

• Welcome Email

• 6 - 7 email over course of a week automated sequence

AUTOMATION TOOLS / CRMS:

• Mailchimp

• Keap (Infusionsoft)

• Active Campaign

• Provide value & be authentic

• Great place to again share your content – going back to

MME

• Sharpened focus on quality – not quantity

• Marketing Automation (but not de-personalization)

NOT A CHANCE!

DISTRUPTION IS NORMAL. CHANGE IS FUCKING INEVITABLE. HOW IT WAS DONE YESTERDAY IS NOT HOW IT SHOULD BE DONE TODAY. NOTHING STAYS THE SAME AND NEITHER SHOULD YOU. THE PROBLEM COMES WHEN CHANGE HAPPENS AND YOU DON’T!

Mark Shayler

Presentation Notes & Content Planner available

www.darrenjames.com.au/kbdi2019

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