“Changes in consumer behavior and changes and consumer expectations are outpacing the rate in which companies and institutions can react fast enough from a talent standpoint.”

 —Rachel Shechtman
Entrepreneur, Founder of Story

 

Social media is the second most profitable form of digital advertising, with annual revenue climbing towards 385 billion. Social media campaigns can reach more people than traditional advertising by targeting viewers by demographic, behavior, interests, and location.

In the contemporary market, it is obligatory for competitive kitchen and bath design firms to advertise their business, provide information and services where applicable, and keep their activity up to date. The sophistication of capability and nuances of usage means there is a lot to remember to stay competitively focused and operate successful social media campaigns.

Implementation of this paper

This paper offers a comprehensive view of social media from definition to application. It is useful for those with little or no experience in using social media for marketing purposes and provides information advanced users may find helpful since it contains a lexicon of concepts, definitions, and tools for the gestation and apportioning of a social media campaign to it’s designated platforms.

Any reader may find the concepts covered in this paper profitable for a social media campaign.

• Launching new campaigns
• Rebranding business
• Understanding a firm’s online presence better by understanding its competition
• Maximizing ROI using social media
• Drawing from the wealth of detail included
• Gain insight into what advanced technology is doing for social media marketing

While discussing concepts objectively, the language favors the kitchen and bath design industry.

Setting the stage with SMART practices

Start with the end in mind. As you start or reinforce your social media campaign, identify what you want to achieve from running it and set your goals accordingly.

Setting up a social media campaign requires upfront planning and ongoing maintenance to ensure its efficacy in building a prospect base and turning prospects into customers. There are four things to remember when setting up and maintaining a firm’s social media marketing behavior.

1. Develop a method to influence your audience
2. Know your competition
3. Allocate your marketing budget
4. Set SMART goals

Let’s unpack these concepts to see how they are useful.

Influencing your audience

The first step in creating influential social media is to know your audience.

• Who is buying from you?
• Who do you want to buy from you?

Get to know your target market. When you know how to appeal to your target market, you’ll want to tailor your message to target audiences to have the most resonating appeal to specific demographics.

• Target market – Anyone to whom products and services are intended
• Target audience – A group within a target market to whom specific advertisements are developed

Independent kitchen and bath dealers are aiming to sell kitchens and bath projects. One way to get prospects into your showroom is to show them what they may get out of visiting it.

• Do extensive market research
• Create a comprehensive marketing plan
• Answer the public demand
• Consistently post within your posting rate window (See Method of engagement below)
• Always post your brand image

Encourage users to interact with your posts by starting with catchy leaders and including engaging content.

Ways of increasing reach

Search Engine Optimization (SEO) – SEO is an all-areas implementation that maintains healthy campaigns. This part of the strategy involves optimizing social media profiles and content for sharing – such as improving old posts – posting regularly, engaging your audience, strategic keyword usage, and getting backlinks.

 

Keywords –  An element of SEO and a significant boost to reaching a desired audience. Lock in on a keyword bank that pertains to your advertising strategy. Optimizing keywords varies per application, so understand how to leverage keyword usage for the platform you are campaigning on.

 

Hashtags (#) – Hashtages are labels to mark topics of interest – such as: #Cabinets – and content so they are easier for users to find. When topics or products are hashtagged on a social media platform, they are indexable. Hashtags are brand-specific, so it is essential to stick to hashtags relevant to your products and services.

 

Tools

SEMRush – One2Target

Google – Analytics

Know your competitors

As you build a plan for your campaign, find out where your competitors are posting and look at

their track record. Identify two kinds of competition.

• Direct competitors – offer the same products and services and identify the same target market and target audience

• Indirect competitors – offer different products and services, but their target audience overlaps with yours, and they may be competing for the same market share. Examples include interior design firms and general contractors

Are they successful on their chosen platforms?

• Make a competitive analysis of what your peers are doing
• Observe where they post, what they post, and when they post
• Are they posting often enough? Are they consistent in their message?
• Identify how users are responding to them, likes, subscriptions, comments
• Describe their interaction with users. Are they responding to comments?

If they are, what are they saying?

• Identify what they’re doing right and where they can improve
• Note or guess why what they’re doing is working or why it’s not working

Knowledge of your competition will strengthen your ability to disseminate media content. Your firm can draw from the strategies of your competitors’ strengths while forging your own way of interacting with your audience, and avoiding the pitfalls your competitors fell into.

Tools

Market Explorer

Allocate your marketing budget

Take a few first steps as you prepare to launch or fortify your social media campaign.

1. Have a thorough knowledge of your budget
2. Decide how much you will spend on marketing
3. Allocate a percentage of your revenue for marketing – typically 5 to 10% of net profit
4. Determine the key performance indicators (KPIs) you want to measure

Once your marketing budget is allocated, decide what you want to achieve from your social media campaign so you can get the desired results from your endeavor.

 

Set SMART goals

To gain the most out of your social media marketing efforts, set up SMART goals.

SMART goals are specific, measurable, attainable, relevant, and time-bound.

Having SMART goals will help you get the most out of your social media marketing efforts.

 

Application

• Set your goals
• Tailor metrics to serve your goals

Examples

Defined goals

• Become the industry’s market leader within five years
• Increase revenue by X% within 12 months
• Improve brand reputation and customer loyalty by X% within 12 months

 

Metrics to study for improved performance

• Brand awareness
• Customer engagement
• Impressions
• Customer lifetime value

Choosing marketing channels

Before you select your social media channels or pour more effort into the ones you’re already on – know where your audience is. It’s good advice, but it’s not the only area of focus as you move forward with a social media campaign.

Knowing where your audience is and reaching them through your efforts are integral to marketing, while innovation and identifying trends are key to differentiating your kitchen and bath design firm from the competition.

Keep a few strategic guidelines in mind as you launch or continue your social media campaigns.

• Where your audience likes to shop
• The kind of content you have to share
• Consistent time and brand-specific posts
• Remain loyal to your efforts

Video is the best way to reach people.

Right now, longer-form video is trending, but the 20-second engagement continues to be an effective way to connect with consumers.

Create content that keeps the viewer interested, has no silent moments, and solicits feedback and followership. Professional YouTube personalities and popular channels usually give a CTA at the top or bottom of every post, asking viewers to like, subscribe, comment on, and share, their posts.

• Use social media platforms where your business can find it’s furthest reach
• Choose two or three platforms from which to build your campaign
• Post the right number of times per week (See Method of engagement below)

If you let the postings drop on any of your channels, get back in the game by amassing a bundle of ready-to-go posts and post them on schedule.

Social media platforms by type

The profusion of social media activity has gendered six types of social media platforms. It may be helpful to know those types when discussing achievements or the emergence of new social platforms.

 

• Facebook, LinkedIn, and X are social networking sites (SNSs)

Connect users through shared photos, stories, video posts, and ideas

 

• TikTok, Reddit, Houzz, and Pinterest are interest-based networks (IBNs)

Connect users based on their shared interests rather than by their relationships

 

• TripAdvisor and Yelp are online review sites (ORSs)

Read reviews and post reviews about businesses, products, and services

 

• Buffer, Hootsuite, HubSpot, and Zoho Special are social publishing platforms (SPPs)

Help businesses schedule, publish, analyze, and monitor their content on any of their

social media platforms. These sites are also known as social media management tools

 

• Flickr, Facebook, Instagram, and TikTok are media-sharing sites (MSSs)

Users can share media such as videos, photos and write with users

 

• Pinterest and Goodreads are bookmarking sites (BMSs)

Users can save and catalog their interests on specific topics and share links to websites or articles

Blogging

Blogs operate outside of the rules of posting cadence that social media follows, and blog posts may be published as often as desired.

Blogging effectively informs prospects and clients about products, services, current and past projects, industry news, and education. Blogging elucidates the value of a kitchen and bath firm to its readers. Blogs are essential to competitive websites.

Key points for successful blogs:

• Keep the quality of the content high
• Post regularly and often
• Link to other posts on your site
• Only outlink to quality websites and brands
• Revise blog posts over time
• Have a CTA at the end

Photo blogging, vlogging, and podcasting are other journalistic forms of communication viable to the kitchen and bath industry for building brand loyalty.

Photo blogging

Photo blogging is a natural choice for the kitchen and bath industry. While similar to sifting through an Instagram portfolio, a photo blog may have more written content buttressing the narrative.

Additionally, a photoblog may keep readers on a website for longer periods of time, as well as keep readers coming back to the website if the photoblog is often updated.

Vlogging

Vlogging can be a superb introduction to prospects for ongoing remodeling work. From a vlog, viewers can catch a glimpse of the remodeling process from another homeowner’s perspective and be introduced to personalities connected with a design firm.

Vlogs have the potential to cast an exceptional impression, swaying prospects from online reading and viewing into a showroom.

Forums

Forums are a question-and-answer format of knowledge sharing. They are of high potential value to homeowners looking to invest in a remodeling project.

Topic forums may be housed on a design firm’s website as well as independent sites and achieve roughly the same effect. On a topic forum related to the kitchen and bath design industry, answers could be posted from a variety of sources.

For instance, an answer source such as a kitchen and bath design firm could post questions their customers have asked in the past and then answer those questions. Prospects could posit their questions about products and then receive an answer from an answer source or another homeowner.

Discussion forums are a way to elucidate kitchen and bath remodeling by making information about the process freely available to those who have questions about it.

Transactional distance

Transactional distance is a distance learning theory developed by Penn State Professor Michael Moore, which was introduced in 1972.

Kitchen and bath design firms provide a complex service and may regularly find themselves in the position of teacher where their prospects and clients are their students during the remodeling process.

Within the concept of distance learning, there is a psychological barrier – called transactional distance – existing between the teacher and student that should be crossed to eliminate potential miscommunication between them.

Transactional distance is minimalized through structure, dialogue, and autonomy. By providing services in the digital realm that match services given in the physical world, kitchen and bath firms are providing a higher value to their prospects and clientele. From the prospect’s perspective, this value may be tantamount to a sense of assurance and confidence in the service provider because of the amount of information at their disposal and the service provider’s readiness to provide continued service on-demand.

Topic forums serve as a way to gain knowledge from the existence of answers given to homeowners who were once in their position and enable homeowners currently in the market for a remodeling project to ask a question that hasn’t been asked and receive an answer.

• Almost a quarter of people in the United States (23%) research a product online before making a purchase
• 67% of social media users research a product on social media before making a purchase
• An expectedly high 76% of Americans shop online, resulting in a purchase

The more information kitchen and bath design firms have about their business, the remodeling process and products online, the more value is available to homeowners who want to be informed. Providing information about kitchen and bathroom design services is a way to tangiblize the remodeling process for prospects and build their trust by leading them from a place of indecision to familiarity with a design firm. Responses customized for the homeowner who posted a question are ostensibly more valuable to all homeowners than static FAQ statements because they are asked from the perspective of the customer.

Social media platforms by benefit

When choosing a platform to use for marketing a business, it’s vital to implement the appropriate strategy for the social media website chosen.

• LinkedIn is used for networking, building brand awareness, recruiting, promotion, and maintaining company presence
• Facebook is ideal for community building and target ads
• Instagram and TikTok are the best sites for building impressions and teaming up with influencers
• X and Threads are great for collaborating with influencers, starting conversations, showing new products, and identifying services. Since posts here often use informal language, they are great places to show a business’s personality

Blogging and posting on social media will drive traffic to a website and, ultimately, through showroom doors. However, certain disciplines should be applied that must be accurately enacted to drive those traffic numbers upward.

Be niche-minded and “Niche down”

Represent your businesses, principal services, and products in your posting. This includes blogging, social media, and distribution of media through email campaigns. The notion of being niche-minded has gained influence over the past ten years; however, standing apart from the competition and generating domain authority comes from niching down.

There are similarities and differences between these two concepts. Knowing and applying these differences will save you time, work, and marketing dollars.

Let’s look at what niching and niching down mean.

• Kitchen and bath design is a niche market
• Interior design is another niche market

They are indeed related, and homeowners remodeling their kitchens may concurrently be interested in redecorating a room in their home. The problem is kitchen and bath design firms posting kitchen and bath remodeling topics and interior design topics may not achieve domain authority for their website or online recognition as being a master in their field.

Kitchen and bath design firms posting on two niches will also have the challenge of standing apart from their competition, since they’re competing with other businesses in the same niche market and with business in other niche markets.

In such cases, at best, design firms not niching down will see a lot longer time pass on the road to build domain authority and be recognized as a master source of information and service.

• Niching down – says kitchen and bath design firms should highlight the kinds of kitchen and bath designs they specialize in building for their clients
• Niching down – says we specialize in building luxury kitchens and baths. We sell walnut, white oak, and cherry cabinets from the cream of United States vendors

Using metrics to determine which KPIs to measure

Brand awareness

Metrics are used to measure consumers’ brand interactions.

• Reach – refers to the number of users who saw a measure of content
• Impressions – refers to the number of times content was displayed to its target audience
• Engagement – is the total number of interactions a post reveals, for example, comments
• Hashtag performance – refers to how hashtags perform. Hashtag performance can be measured by measuring reach, impressions, and engagement

 

Likes are a vanity metric that gauges how much viewers enjoy content.

• Organic likes are from organic posts
• Paid likes are from promoted impressions

Every time viewers scroll through a post, it counts as an impression. Impressions are commonly mistaken for reach.

 

Sales and leads

Clicks – the number of clicks content receives. The term is mainly used for ads and sponsored posts containing a call to action

Conversion rate – refers to the number of users who convert after seeing a post and either buy a product, sign up for a newsletter, or download a lead magnet

 

Follower count

• Follower growth – measures the number of new followers gained within a specific time
• Follower growth rate – measures how fast followers are gained or lost over time

 

Customer care

• Reply time – reflects how long it takes to respond to a mention or a message
• Total response – refers to the number of responses to customer inquiries in a specific period of time
• Customer satisfaction score (CST) – measures customer satisfaction after every brand interaction

 

Optimize and measure marketing performance

Once a team has a social media plan, the account must be monitored for performance and changes. Changes will be given, such as updating a bio, and then made, depending upon trends and advancements in tech that offer options and create new standards. Kitchen and bath design firms should be keeping track of their performance with analytics. There are more analytics to follow, but first, we will discuss how to develop a posting strategy.

 

Method of engagement

Optimizing your posts is a dynamic process that requires different strategies for each platform. Firms should choose a time and days of the week to post. Clockwork regularity will build expectations from followers of your activity.

The first step is to devise a posting strategy that matches your level of influence. Let’s look at the levels of influencers and the cadence of recommended posting. We’ll use Instagram as a model to consider the rates at which to post.

• Nano influencer (0 – 5,000 followers) post less often – twice weekly
• Micro influencer (5,000 – 20,000) followers – three posts a week
• Mid-tier influencer (20,000 – 100,000 followers) – five times weekly
• Macro influencer (100,000 – 1,000,000 followers)
• Mega influencer (1,000,000 or more followers)

Macro and mega influencers are different. Macro influencers can post when they want. If their content remains outstanding, they can expect their following to continue to increase.

Mega influencers generally have celebrity stature, so their ability to influence starts at a much greater capacity.

LinkedIn and Facebook recommend posting up to two times a day.

Nano influencers on Facebook should post no more than once a day. Multiple posts on nano Facebook accounts render 50% fewer clicks, according to HubSpot. Micro Facebook influencers with over 10,000 followers may post as often as they want. The more often micros post, the greater the increase of their traffic.

Keep in mind that recommended posting schedules change as followership increases.

Ask questions – Questions can be asked in posts. X is an excellent spot for asking questions, so is Quora – though asking questions can leverage positive results on many platforms.

Talk to your audience – Thank them for reading your blog and commenting on your images.

Keyword your posts – Your keywords should be relevant to the kitchen and bath industry and jobs for which your firm has been hired.

Create carousel posts – Users can post up to 10 pictures simultaneously for users to swipe through. Carousels are an excellent way to showcase remodeling developments.

Keep your bio page sharp – The bio page can be overlooked since it’s an element of your media that may remain stagnant for longer periods. Updating your profile picture can boost user interaction and interest in your content.

 

• On Facebook – It’s possible to segment keywords by changing the words used for each

subsection of an audience. Subsections should be monitored to ensure keywords remain

highly relevant to the post.

• For Instagram – Geotagged posts generate nearly 80% more engagement than those that are

not Geotagged.

 

Tailoring your message

Pay attention to social media trends. Expand the base of those you follow outside of the kitchen and bath industry to architects, interior designers, commercial builders, and cabinet vendors to get a feel for what businesses related to the kitchen and bath design industry are doing.

Follow your competitors. How do they engage their users?

• Investigate competitor content to determine what users want to see
• Note the subject matter, style, and length of competitor videos
• What is the most effective way to reach users with written content?
• What videos and images are getting the most engagement?
• What implementations are not working for competitors?

 

Remain consistent in voice

It is essential to engage users who comment on posts. In most cases, the person or persons

who posts the content should be responsible for responding to user engagement to retain a

consistent media voice.

 

Five types of data analytics

There are five main types of analytics.

1. Descriptive analytics – gives a snapshot of business activity. It allows users to identify strengths and weaknesses in their operations. Descriptive analytics answers the question: “What happened?”

2. Diagnostic analytics – allows users to dive into their data to discover why something occurred. Use diagnostic analytics to answer your “Why?” questions.

3. Predictive analytics – interprets previous activity to predict what may happen next. Predictive analytics may be used as a guide to assess opportunities and risks. Predictive analytics helps answer: “Where do we go from here?”

4. Prescriptive analytics – offers guidance for predicted outcomes. It helps users determine the best course of action to reach goals. Know where to lead a business by reading presciptive analytics. Prescriptive analytics says, “This is a good route to get to your goal.”

5. Cognitive analytics – uses artificial intelligence, machine learning, and algorithms to make sense of large, unstructured data. Cognitive analytics can improve and exhibit human-like thought, reasoning, and response capabilities.

Cognitive analytics is the newest form of analytics for public use. Since it uses Advanced AI,

including machine learning and algorithms to understand and disseminate information, there are

other analytical functions that are subsets of cognitive analytics.

 

Subsets of cognitive analytics

Natural language processing – draws from rule-based modelings of human language and

machine learning models so that intelligent systems can identify, decipher, and emit speech and

text.

 

Big data analytics – identifies valuable information within enormous data landscapes. For firms

that have to read massive amounts of data, big data analytics can help reduce cost, make better

decisions quicker, and develop new marketing strategies, products and services.

 

Real-time analytics – tells you what’s going on now. Using live feed, it tells readers the present

state of affairs of a business, allowing users to make in-the-moment changes.

 

Text analytics – reveals prospects’ and clients’ thoughts and feelings about their experience with

a firm through textual display. Using sentiment analysis, text analytics provides insight into

customers’ decision-making process so firms can improve the quality of their service by

learning how to have greater appeal to their users. This immensely useful tool uses natural

language processing (NLP) and machine learning to enhance its data extraction for more

precise feedback.

 

Getting started with analytics

Some software focuses on a website’s functionality (internally), while other software focuses on user interaction (externally).

It may be beneficial to start with software that analyzes the ongoings of your own business – such as Google Analytics – and a marketing tool system that focuses on the competition – such as SEMRush –  to build a thorough social media campaign.

Let’s say your base analytical system is Google. Choosing a second analytical system between candidates is filled with overlapping possibilities and is dependent upon what owners and their teams want to achieve in their social media campaign.

• Neil Patel provides Ubersuggest, which is an SEO tool for keyword research, competitive analysis, and backlink analysis. Ubersuggest generates new keyword ideas
• SEMRush offers SEO, pay-per-click (PPC), and content marketing solutions

A good place to start is to know what is available. You can read more about the similarities and differences of the aforementioned marketing tools here and get an overview of the top choices of what’s out there in a few minutes.

Acclimating to analytics can be overwhelming at first; however, after a few keyword searches, reading, and a video rundown on the best marketing tools available on YouTube, you will get a good feel for what’s worth looking into and what should be avoided in about 30 minutes.

Tools

Google Analytics

SEMRush

Ubersuggest

 

Method of execution – Formulating a brand  

Whether your firm has established branding in social media or you are just starting out, the effect of marketing comes out of the consumers’ perspective. Are you considering the homeowners’ point of view before you post?

 

Establish a unique value proposition

In the highly complex and expensive world of kitchen and bath remodeling, design firms have the challenge of establishing their value over their competitors and making that value resonate in prospects’ minds.

Like other consumers, homeowners zero in on companies with whom they identify shared values. The beauty of showroom displays and products should be a symbolic representation of those values rather than an assertion of value through its products and services.

That identification comes out of the company’s core values complementing those of a homeowner. The aesthetics of a showroom’s displays and the products selected to be carried by a firm factor into how homeowners will see your firm.

• Why do homeowners choose us to remodel a room in their home?
• How can we help homeowners achieve their remodeling aspirations?
• What unique benefits do we deliver to homeowners?

A unique value proposition (UVP) – demonstrates a business’s benefits and values to the consumer by showing how that business can solve customers’ pain points and how this business is unique among its competitors. If you are getting your branding started or thinking of changing your presence in social media, are you thinking from your prospects’ and clients’ perspectives?

 

UVPs:

• Defines – a company services
• Identifies – how the company can solve the target audience’s pain points
• Demonstrates – themselves as an industry expert
• Answer – why homeowners should choose your firm over your competition
• Appear – ubiquitously in visual and behavioral instances throughout the business

 

Create a visual identity

Visual branding creates the instantaneous recognition of a brand by an insignia. When clients are familiar with a company, the company’s logo generates a positive emotional response. A sense of pride, trust, and admiration can be set into a logo when you combine excellent service with a pitch and an emblematic design to represent it.

To general consumers and prospects, a logo can be a reason for attraction to a company. A well-designed logo can speak to a shopper’s aesthetic sensibility.

Good branding requires an attractive design that conveys the company’s message in a symbol. The symbol may have the initials or name of the company written in a specific way to make it instantly recognizable. They are often comprised of two colors and are simple in design.

 

The elements of a logo

Emblem – is an abstract symbol used to communicate the brand’s message

Wordmark – also called the logotype or brand name, the wordmark is the alpha-numeric name in a set design attached to an emblem. Choice of font and legibility are concerns when deciding on a wordmark. Some companies have a wordmark without using an emblem

Logotype – is a word in a specific font that constitutes the company logo

Tagline – a catchphrase used in conjunction with the word mark. Many logos forgo them

Color palette – Logos are often made of two colors

Typeface/Font – Choose a quality font whose look has enduring appeal

Line – Creating boundaries and conveying brand qualities through its look

Shape – Convey personality and brand message

Negative space – Shapes made from space not used by font, often white in color

Layout – The organization and positioning of the elements of a logo

Image style – An effect applied to the appearance of a logo

 

Five aspects of successful logo design

1. Keep it simple – Create a design that’s easy on the eyes
2. Make it relevant – Design a logo that will appeal to your target market
3. Give it a timeless look – Find something classic or new to represent your business that will continue to look great throughout the years

4. Make it versatile – A logo should be scalable and also look good in black-and-white
5. Give it balance – Observe the rule of thirds, a.k.a. the golden ratio

 

Cost

Logos can be free to create or cost tens of thousands of dollars. Be prepared to spend about $500 at minimum for a quality logo.

 

Tools

12 logo designers

 

Strategies when you start out – Developing a follower base

Be consistent – Make consistency part of your posting habit. The colors that identify your brand, the voice in which you post your business’s message, the time of day, and the frequency with which your posts appear are all important to developing brand awareness.

Show your values – Show your values in every message your company gives. Shared values build trust and loyalty; they enhance a company’s image.

Go where your audience is – Build a social presence where people will be looking for your products and services. Choose three channels to market your content to maintain a high- level of quality and dependability.

Be memorable – Once you know what your competitors are doing, you can differentiate yourself. There is no set way to differentiate, but brands that are comfortable in their message and followership experiment with their approach and expand their success.

Strategies after launch – Approaches to keep organic reach strong 

Organic reach is a difficult aspect of marketing to master. Establishing good practices upfront will help build up your firm’s SEO and establish a high domain authority. It takes dedication to post compelling content often and maintain a consistent brand message. There are many nuances to a successful strategy that take time to master.

The good news is that generating SEO and earning a high domain authority is practically a science. There is an established criterion of behavior that will lead to success in developing an expanding presence on social media and winning remodeling jobs from homeowners.

 

Engage your audience

Set yourself up for success by investing time in your followers and talking to them. Responding to users regularly helps build long-lasting audience relationships. Responses should be short, thank the user, and, when applicable, answer questions.

 

Partner with influencers

Collaborate with interior designers, architects, contractors, and vendors who have influence in the kitchen and bath industry and share your company’s values. Instead of engaging in one-and-done deals, test and learn from the influencers you partner with, and modify your marketing approach as changes come into play.

 

Monitoring trends and competitors

Making a competitive analysis will show how your firm’s performance stacks up against your competition’s. Competitive analysis can measure broad activity or detail areas of a business, such as user engagement of a competitor’s blog, social media platform, or pricing strategy.

 

Enhance your brand through competitor analysis.

• Enhance marketing agenda
• Improve brand message
• Strengthen product road mapping
• Identify benchmarks and KPIs
• Identify new market entry
• Prepare for campaign launches

 

Tools

Sprout Social

Phlanx

 

Monitor and measure your results

Monitor and measure your social media activity performance regularly to maximize the rapid increase of your company’s growth. As mentioned in another section of this article, metrics will help you understand what’s working – what’s not working – and why.

 

Top categories to track

• Engagement metrics – likes, shares, comments
• Follower growth and demographics
• Click-through rates
• On-site social media traffic
• Reaches and impressions
• Conversion rates and leads

 

Encourage reviews and ask for testimonials

Build your audience’s trust and traffic numbers through reviews and testimonials. Encourage your viewers to review your products and services and make it easy for them to do it. Provide multiple outlets for them to respond, such as your website, Facebook, or Yelp.

 

Update your content

Continuously update your content so that it is fresh and competitive. Use your company’s metrics and competitive analysis to inform your decisions.

 

Emerging trends 

As with other areas of commerce, Artificial intelligence (data analysis and task performance), and generative AI (content creation such as text, images, and music) are influencing the ways we use social media and what can be achieved with it.

Many users – particularly the GenZ demographic – are conducting research on social media rather than through search engines such as Google. More users than ever before are using social media to learn about and purchase products and services.

The marketing goal focus is shifting toward increasing brand awareness to reach new audiences and drive up website traffic over increasing revenue and sales. The top marketing goals round out with firms wanting to understand their customer’s needs and build meaningful relationships with them.

• Top priority is establishing a recognizable brand identity and partnering with influencers that match their brand, vibe, and values
• Short-form video (5 to 90 seconds) is boosting ROI and user engagement
• YouTube has become the most effective social media platform for video in the wake of its 79% growth explosion. TikTok is in second place
• Short video has become the preferred format for building brand awareness
• For B2B (48% – 55% of share) and B2C services (53% – 65% of share), Facebook, Instagram, and YouTube are the top three social media platforms
• The highest ROI is found on YouTube, Facebook, Instagram, and TikTok

Technological developments can factor into social media marketing in the next few years. Some advancements already in play will be more familiar to social media users in the near future.

 

Cloud computing – Useful for increasing brand awareness, audience engagement, and ROI Cloud computing can be a less expensive and more efficient management tool than other IT systems, encouraging quicker profitability and shorter elapses until payback. Cloud computing can also reduce opportunity costs, such as by allowing a company to support greater demand without sacrificing new clients.

 

Virtual reality – Augmenting user engagement through interactive 3-D posts and storytelling

 

Metaverse expansion – Create immersive experiences with virtual product placement, such as for showroom walkthroughs, model kitchen explorations, events, and gaming

 

Meta-verse expansion – Going hand-in-hand with virtual reality and augmented reality – is a breakthrough for prospect interaction. Get retained after showing prospects what their kitchen idea would look and feel like by allowing them to interact with a model of it in your showroom.

 

Edge computing – Data control, lower cost, faster insights, and catalysis. By 2025, 75% of data will be processed in edge computing

 

5G expansion – Greater personalization to ad campaigns. Open the doors to real-time data collection and interaction. More personalized campaigns

 

Blockchain technology – Making transactions transparent, trackable, and un-hackable at every stage

 

Machine learning (LLM) – Encouraging an increase in user engagement through improved content, creation, and enhancing market research

 

Advanced artificial intelligence is rapidly changing the business landscape – and social media is changing with it. As kitchen and bath design firms embrace technological advancements and become proficient in using them to familiarize the homeowning public with their business, their number of lucrative opportunities will grow.

 

If any incredulity remains in firm owners about how to grow their gross profit margin exponentially in a matter of months, let automation answer your question.

• Automation – systemizes the process of being retained to sell kitchens and baths. Decisions happen faster, and jobs are completed sooner
• From the customer’s point of view, it means speed
• From the design firm’s point of view – automation makes work easier and more profitable, so sales designers can focus on interacting with prospects and clients

Having a kitchen and bath design showroom means having two showrooms: the brick- and-mortar location and the website. With the right strategy and dedication, kitchen and bath design firms can leverage new revenue streams and bring more prospects into their showroom than ever before by leveraging the digital world.

What trickles in as understanding or revenue now will lead to an outpouring of knowledge and revenue down the road since the technology we have now is helping to build the technology we will have in the future.

It is now possible for independent kitchen and bath designers to sell more jobs and to win more clients in a fraction of the time. Firms can sell many more jobs, virtually doubling their gross profit margins in roughly a year’s time!

Through the dynamic atmosphere of social media, kitchens and bath firms can reach their target audience and influence the general home-remodeling public by building up their online presence. It’s past due time to treat social media as integral to a business’s success and a core marketing component.

The bottom line is leveraging a smartly designed social media campaign will lead kitchen and bath design firms to their maximum ability in producing higher returns on investment.

 

 —SEN Design Group

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