Interiorscape Branding: Grow Your Social Media Following

Last time we talked about branding or re-branding your Interiorscape company. To refresh your memory, we discussed creating or re-inventing your company image by redesigning your logo and bringing it up to full speed for the digital age by setting up your social media accounts. If you missed all that, it would be helpful if you went back and read my post as it will provide the background information you’ll need to make this post on how to grow your social following more relevant.

Assuming that you have all that done, let’s talk a bit about where we go from here and how to grow your following on the social media and search networks: Google, Facebook, Instagram, LinkedIn and Twitter.

I’ll briefly touch on Google Places and Twitter, but I’ll focus more on Facebook and Instagram as they are easily linked to each other and that makes posting to both platforms simultaneously totally seamless and time-saving — and we never have enough time, right!

Google Places:
This one is important.
As mentioned in my last post, setting up your free Google Places listing is crucial to getting your company found in the marketplace. It’s also important that you keep your listing “active” by continually keeping it up to date, and it only takes maybe a few minutes a month. Keep your listing current by adding photos of your projects and team as things change or you add new accounts.

Twitter, Facebook & Instagram:
We’ll be focusing more on Instagram here as it’s the most visually focused of all the social media platforms and if you’ve linked your Facebook Business page and your Twitter accounts to your Instagram, you can easily post to all three platforms from within the Instagram App. All you have to do is click a little button (or two) and you’re ready to go.

Now that you’re all set to jump in on Instagram, let’s cut to the chase.

  • You already know that your Instagram name should be the same as your company name, if available, or some variation thereof.
  • Next, you’ll need to setup your Profile, starting with your Bio. Be concise and to the point as the number of words you can use are limited. Make sure to include the URL to your website as this is the only place on Instagram that you can include a link.
  • The Category that you are listed under is important and this is a little tricky as you can only change it from within your Facebook business page. To set this, go to your Facebook business page and click on the “About” link on the left sidebar. Under “General” just to the right and a little below, you’ll see “Category.” Click “Edit” and then enter up to three categories under which to list your business. We use “Interior Design Studio, Landscape Company and Business Services” which pretty much covers it all.

Once your profile is all set up, it’s time to start posting photos, liking photos, following others and commenting on photos to begin building your social media following. Here are a few pointers to get you headed in the right direction.

  • social media - instagramFirst & foremost, you’ll want to keep your posts fun and engaging, but it’s very important to keep them professional and on-topic. This is about your business.
  • Post high-quality, colorful photos and take advantage of the filters that Instagram provides to help enhance your photos, but don’t overdo the filters, please. Plants are already green, they don’t need to be fluorescent green!
  • 90% of your posts should be business related, so post photos of your projects, yourself working, your team, before & after shots and your clients — but only if they agree to it.
  • The other 10% of your photos can be “fun” photos of things like food, happenings in your life and the lives of your team members and don’t forget to re-post inspiring photos that you like. Always give credit to the original poster. Share the love.
  • Posting consistently is important too, but don’t post too often. You should be posting at least once per day, preferably two to three times and always engage with your followers by responding to their comments or at the very least “liking” the comment by clicking the little heart next to it.
  • Adding #hashtags to your posts is important and Instagram will allow you to add up to 30 hashtags per photo posted. You can use them in your copy but don’t load up the copy with too many #hashtags as it can be distracting. You’ll have to do your homework to determine the best #hashtags to use and it’s a good idea to save them in a note-taking app so that you can copy and paste whenever you need them. Always make them relevant to the photo and your business.
  • Instagram also allows you to post videos from 3 to 60 seconds in length and typically, videos receive much more engagement than photos. I suggest keeping them to 30 seconds or less and muting the audio when you post, unless it’s clear and concise and relevant to the clip. Take a look at our Instagram, instagram.com/getfosterplants, and scroll down to the video of our Horticulturist maintaining a greenwall. In just a couple days, it received over 300 impressions (total number of times it’s been seen) and 50 likes with 260+ unique account views and 3 people saving it. These statistics are important to know and they are available for every photo or video that you post to your business Instagram.
  • One more important thing to do with your posts is to include a location geotag. Instagram enables you to easily do this with each post. All you have to do is type in the location, such as the city, or place right where it says “Add location” and you’re done!

In closing, remember that the results won’t be instant, but over time, as you engage your audience and develop a following, you will begin to see an increase in inbound leads that you receive from your social network campaigns.

Remember, it’s all about BRANDING and keeping your name out there.

Steve is the Founder and "Chief Leaf" of FosterPlants, Inc., an award-winning boutique Interiorscape firm located in Miami, FL. The company has been in business under his leadership for over 30 years and specializes in Ultra high-end residential and select commercial & hospitality accounts.

Fiberglass Planters

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