3 Social Media Mistakes Every Interior Designer Makes – And How to Fix Them

3 Social Media Mistakes Every Interior Designer Makes – And How to Fix Them

Within the interior design community, the most talked about subject (after trends) is social media. But let me let you in on a little secret...

What you may not understand is that panels and interior design press are all about "who you know, not what you know." Those people on panels, talking about social media, often don't know the first thing about social media. They are simply "in good" with the showroom manager or brand that's hosting the panel or press. And that's usually because they themselves are trying to line up a licensing deal, or some sort of brand ambassadorship with the brand. This has ZERO to do with giving you good information, or help your business.

And what about the press? That's simple too. Most print publications are struggling, so there tend to be only a few people within a magazine. So, when the editor of "LUXE Magazine" needs a story, they reach out to the people they know. That's why you see the same names coming up, time after time.

So, why the topic of "social media"? Well, again, simple. It sells. The design community gets flooded with messaging that says the answer to all your problems is that you need "MORE Social Media!" When the truth is, you may not need social media at all.

Let me share with you "3 Social Media Mistakes Every Interior Designer Makes – And How to Fix Them."

Mistake #1: Posting Finished (or Final Install) Images

Why is this bad?

You are skipping the storytelling. When you post finished photos, you skip right past the value that you bring. Your potential clients don't see the project management, problem-solving, and teamwork that makes each project successful. What they actually see is the same thing they see on HGTV: that interior design is simple.

How do you fix it?

Simple. Tell the full story of each project. You can use publications like Ignite Business Insider, Design Porn, and The Design Magazine to share the details of your project. This will help attract more customers.

Mistake #2: Posting Highly Edited Video Content

Why is this bad?

Again, you skip the parts that make you unique. I get it, you feel cool. And your videos make you feel like a princess (or prince). But your customer is typically a couple with an above-average education and wage. They don't need to see your glammed-up video shoot. What they need to know is, can you project manage their remodel or design project? Sure, they want to know you can achieve the end result they are looking for, but they most likely have exceptional experience working with employees and teams already. They want to know that if they hire you, you are going to be able to handle their project hands-free.

How do you fix it?

Simple. Create documentary-style videos, walking audiences through how the project began, what the original concept was, the design challenges, what you and your team overcame along the way, some of your favorite details of the project that most people might not catch, and what you learned from the project. You can easily shoot this with two cell phones for each project.

Mistake #3: Waiting Until the End of a Project to Begin Marketing

Why is this bad?

Designers tend to treat their projects like a "portfolio." By waiting until the end of the project to market, you are missing out on 95% of your timeline. You might know this as a "feast or famine" cycle, where you are heads down in a project, then you have no work, then heads down again.

How do you fix it?

Simple. Begin sharing the story of your project on Day 1. In fact, when you get a new project, give it a name and number your updates. Something like, "Hey guys! We are on day 36 of the Blank Project...". Bring your audience along for the design journey.

Well, there you have it. "3 Social Media Mistakes Every Interior Designer Makes – And How to Fix Them." But, wait! I also said that you might not need social media at all...

That's because interior design, for the most part, is a "local service," but social media is international. The Mark Zuckerbergs of the world didn't build social media for you. They built it to sell advertising. You don't need social media at all. You could build a highly successful interior design business by hosting update and final reveal parties for your clients' neighbors, coworkers, and friends. You don't need international fame. You need to increase your presence within your service area.

When you see celebrity designers in the media, it's not because "they" want the press. The truth is, the press wants to feature celebrity designers so that media can sell more magazines and advertising. Celebrity designers focus on their clients and building a referral base within their clients' elite circles. They tell you that you need social media because showrooms and the press want to draw in audiences. I know, because I host panels and press. Press and panels are not about truth. They are about building relationships with brands.

You have simply been getting the wrong message. But you can fix this. Simply tell your project's stories to local audiences.

If you would like help, let's set up a call. I offer Fractional CMO services for interior designers for 50% off my normal rates.

I can help you build a successful interior design business locally.