GETTING THE MOST OUT OF THE SOCIAL NETWORK DEDICATED TO INDUSTRY PROFESSIONALS:
Interior design brands have been gradually evolving in the online world, reaching out to their existing and new audiences via social platforms that had not been explored previously. With 2.34 billion social network users worldwide in 2016, it’s pretty safe to say that, as a design brand, you want to be out there.
You’re most likely well aware of what Facebook, Twitter, Instagram and Pinterest do – each of these platforms serves a good purpose for a design brand, whether it’s just raising awareness or increasing traffic and generating sales leads. However, there is one social network out there that seems hold the most potential for B2B interiors businesses: LinkedIn.
Most of you know it as the no. 1 platform connecting professionals from various industries – perfect for finding the right job or getting news from your favourite influencer, for example. But what you might want to look into is LinkedIn’s ability to help grow an interior design business.
To get an idea of what this social network can do, you can start by looking at some of the figures relevant to the design industry. On all of LinkedIn there are close to 900k members with the ‘Interior Design’ skill, of which 237k have it as their current job title – from junior to senior positions, the latter encompassing approximately 21k members.
The UK is home to 64k of these design-skilled members, with 22.5k in London alone.
The United States holds 298k designers, while Italy has 60k, followed by India and Canada with 40k and 39k, respectively. In terms of numbers alone, they are all potential leads for any furniture, lighting or home accessories manufacturer working directly with interior designers.
LinkedIn is a treasure trove of clients for companies that know where to look and how to put their most effective message out there. Unfortunately, organic growth on this platform is extremely difficult and it takes forever, so we often recommend investing in a paid social budget to include LinkedIn. The one thing we can guarantee is that it always yields results – directly proportional to the amount invested, of course.
Your best bet as an interiors brand looking to reach out to design businesses on LinkedIn is to look at sponsored content. We’ve gone through the whole social advertising process for some of our clients, and would love to share some useful tips and tricks as far as sponsored content goes.
You can put together some fabulous campaigns on LinkedIn, but make sure you use more than one piece of content for each. The platform has frequency caps, so a member can only see the same piece of content over the course of 24 hours.
With tech companies, content needs to get in front of a member up to six times before it converts, for example – of course, depending on the quality of said content. So use questions, statements and facts in your sponsored posts, as people are more responsive to diversity and smart insights.
As is always the case, A/B testing is the mother of all, the perfect tactic to achieve social media marketing prowess. LinkedIn is no exception. Test different subject lines and images, and don’t be afraid to play with the format either – you can go for regular or rich media.
LinkedIn’s system will automatically optimise the campaign towards the most engaging line, doing the tedious part for you. And don’t forget: interest-based targeting works particularly well, by focusing on groups or skills. This is where those figures we gave you earlier will come in handy regarding potential audiences.
And speaking of! Make sure you include a few different target lines when assembling your campaign, so you can really get to know your audience. This is where interest–based targeting really matters, and there are specific groups that you might want to look at for interior design.
For example, these are some of the LinkedIn groups you’ll want to target: Interior Design (73k members), Interior Architecture (68k members), Interior Design Professionals (57.7k members) and ARCHITECT (51.7k members), to name but a few on a global scale. UK-based groups worth looking at are RIBA Group (6.8k members), Interior Design (6.3k members), Interior Design Magazine (3.6k members) and 100% Design (3k members).
LinkedIn’s sponsored content campaigns work with bids. You need to do it at the highest level for your first campaign, usually one cent above the highest suggested bid. It doesn’t mean you’ll actually pay that price, but it’s a second price auction that you will only pay with one cent over what your competitor pays.
By using this little trick, you will wind the majority of the target audience and therefore increase your click-through rate (CTR), while also earning a high ‘content relevancy score’ for your design brand. LinkedIn assigns all its advertisers a content relevancy score to make sure that the content they put out is what the audience wants to see.
Most importantly, once you get a good score, you can then bid at a lower rate and still win audiences over your competitors, as both relevancy and bid are taken into account for the auction.
When you get a LinkedIn sponsored content campaign rolling, make sure you implement Pixel on your website, so you can track conversions and use the platform’s matched audiences (website re-targeting and marketing automation integration).
This will definitely get you the insights you need regarding your audience, helping you further finetune and optimise your adverts to increase conversions and bring more sales into the fold.
LEAD GENERATION FORMS
This is an absolute game-changer for LinkedIn aficionados and something we wholeheartedly recommend, as you can collect leads for your design business at rates that normally outperform the LinkedIn benchmark. This means that members can submit their contact and profile info to you as a lead directly within the LinkedIn mobile app, without even having to manually type in anything, getting you new leads with just a handful of taps or clicks.
You can also instantly download all your leads from the Campaign Manager and you can measure the impact of your lead generation campaigns by using LinkedIn’s built-in reporting system – this includes your cost per lead, conversion rate and so much more.
LinkedIn will soon release a new reporting feature that shows how many leads you’re getting from specific audience segments, based on professional seniority, industry, job title, geolocation and company size of the people you’re converting.
Coshamie is a London-based boutique digital marketing agency that works exclusively with interior design and contemporary art brands, with a focus on great strategies – individually designed to grow brands and fit budgets. Our #EspressoBlog mirrors our commitment to, knowledge of and passion towards design and art. To find out more, have a look at our services or one of our case studies.