How to make social media for clients, not other designers? 🙄
Courtesy of @tomrossmedia
Are you sick and tired of attracting an audience of your designer peers, rather than potential clients that are actually going to pay you? 😥
Building an audience of fellow designers can feel awesome in the short term, I get it.
The problem is, these people are friends, not clients. And you can’t pay your bills with Instagram likes 🤷♂️
If you’re perpetually sharing process videos of your work, geeking out over color theory in your posts and using hashtags that naturally attract other designers, then don’t be surprised when clients aren’t banging down your door.
Here’s a counter-intuitive, but highly effective approach:
🟩 Share your whole process, for free.
🟩 Build yourself up as an authority figure/expert in your client’s eyes as a result
🟩 Realize that whilst some will take your free advice and implement it themselves, many will want to pay you to do it instead, as it’s easier, and they know you’ll do a better job than they could themselves.
The truth is, most of them have giant followings, so as a numbers game it works.
But I’m talking about working smarter!
You can have 200 potential clients from the industry you’re trying to serve and bring them consistent value, which simultaneously demonstrates your expertise and positions you as the go-to option when they’re ready to invest in their brand 💰
THE SAME RULES APPLY
Whether you’re making social media content that appeals to your fellow designers, potential clients, or that 15-year old that keeps owning you at Fortnite, the same basics apply. Make it valuable: typically either informative or something that emotionally resonates.
WHAT DO DESIGNERS LIKE?
• Inside jokes/design memes
• Geeky design theory (grid systems and color theory anyone?)
• Process videos showing the construction of your design project
• Showing off non-approved designs
CLIENT’S DON’T CARE ABOUT THIS STUFF!
WHAT DO CLIENTS LIKE?
• Case studies that let them understand the benefit of your services for their business
• Design theory that they can use to have a direct impact on their business
• Very little else
IDEAL CONTENT STRATEGY
It may sound counter-intuitive, but one of the best content strategies to attract clients is to share your expertise for free. Empower them to improve their brand themselves, in the knowledge that many will simply hire you because it’s easier, faster and they trust in your expertise over their own.
HOW I WOULD USE THIS
If I was still offering my web design services, my content would be a mix of glowing case studies and me sharing my best web design tips. Sure, some people may take the tips and implement them for free, but many would simply hire me to do a better job than they would.
IDEAS YOU CAN USE
“20 tips to make your brand look more polished”
“How to stand out visually against your competitors”
“Why your brand identity matters”
“5 quick wins to improve your logo”
MORE IDEAS YOU CAN USE
“Common brand mistakes that all (insert industry here people) make”
“How to stop losing money through your confusing website”
“How I doubled (client’s name) revenue overnight: the power of a rebrand”
Bonus — 8 useful tools for everyday usage:
FlowKit — allows designers to create frighteningly fast user flows within Sketch and Figma.
GetResponse — an email marketing platform that enables you to create a valuable marketing list of prospects, partners, and clients, so you can develop relationships with them and build a responsive and profitable customer base.
Manychat — visual bot builder for Facebook Messenger with broadcasts, analytics, scheduled posting and many other features!
FlyWheel — is managed WordPress hosting built for designers and creative agencies.
Integromat — is a powerful automation tool that connects your apps and services to work smarter, not harder.
Leadpages — lets you build beautiful, high-converting websites, unlimited landing pages, pop-up forms you can add to your other websites.
Crello — a free graphic design editor that helps create images for social media, print, and other web-based graphics.
Funnelytics — the best funnel mapping software available to marketers and entrepreneurs today.