Marketing and growing organically is what Willow is all about. He never wants to run ads. In the last couple years, we’ve spent $13 on ads. Pinterest, Instagram, and TikTok are where we focus. All of these platforms bring an insane amount of traffic, exposure, and sales. It’s also how you connect with your dream clients. They are waiting to be seen and heard by you.
One piece that is so commonly overlooked is connecting with people. When you’re growing your brand, it’s easy to think of connecting with people for the sole purpose of closing the sale. But, connecting with people is actually about building your community online. Instagram and TikTok are insanely powerful for this. Let’s dive into Willow’s area of expertise first, though.
Pinterest is a search engine rather than a social media platform. It’s all about following the rules they set in place like having a descriptive title and optimizing your descriptions. Make sure your content isn’t clickbait. The word “click” shouldn’t even be on your designs.
Just get active on Pinterest. It’s a volume game so get your content out there. Instagram is more about quality, but on Pinterest it’s about quantity. I would plug Tailwind for this because Pinterest is actually one of the only platforms that is fully okay with automation. Believe me, automations make your life a hell of a lot easier.
Let’s say you have an eBook that you want to push out on Pinterest. Create 4-10 graphics for it with slightly different descriptions, titles, and just slight variations of the colors and backgrounds on your graphic. You’ll start to notice what does better – maybe a graphic with lighter colors performed better than the ones with darker colors. Knowing that, you can tailor your strategy going forward. You can do that on all social media platforms – reflect on what’s connecting with people better and use that knowledge in your strategy. For Pinterest, focus on links to your freebie, your sales pages, or your product pages.
This platform has changed so much. They are always changing their algorithm and what you can do on the platform. People are always telling you what to do and what not to do. Everyone seems to always be confused about what’s going on.
The feed vs. the story. . . Use your Instagram feed to show off all the polished work you’re doing – client testimonials, beautiful photos, top notch brand photos from a photo shoot. Keep that feed top notch. Focus on your Instagram story, though.
I 100% recommend figuring out your 5 brand pillars. A few should be business-related because you need to convert. But also, you need to include the personal. Three things should be business and two things should be personal. For example, one of my brand pillars is travel. People think of us as travelers, and we share a lot of our travels on social media. Another brand pillar is family. We share about our relationship, our home, and our dogs. Then, I share about business.
Identify your brand pillars and stick to those. You can time-block it out like every Tuesday you talk about X brand pillar. You want people to see your profile picture on their stories bar and know what to expect when they tap to watch your story.
If you’re a little confused about whether or not you’re sharing the right things on your story, or you don’t know what to talk about… Willow, what do you suggest?
I work with almost every single one of my clients on this. Set a goal of how many times you want to post to your story per day – my suggestion is 3 to start. That might feel intimidating, but they don’t have to all be videos of you talking to your camera. They actually shouldn’t all be that. They should be about things you’re doing with your clients. If you’re not at the point of having clients yet, it should be about what you’re doing and what makes you unique. You’re not boring. People care what you’re doing. Even if you only have 3 or 4 people watching, I guarantee if you post a picture of your dog, someone else with a dog will respond to you. People love connection.
Instagram is about acknowledging your brand pillars, being consistent with posting, and posting at least 3 times per day on your story. Let people follow you and your life. It might sound cheesy, but it works.
If you’re struggling with creating content, check out Becca’s TikTok because she shares about so many resources to help you out.
Willow and I started our TikToks three months ago at the time of recording this podcast. Within a week-and-a-half, Willow reached three viral videos and 10,000 followers. The reach is insane. It’s a whole new demographic of people. These are not the same people who are following you on Instagram or are your friend on Facebook. They are people from all over the world.
I had a first video go baby-viral. I spent the next day creating content. I posted a few more videos to TikTok, and one took off. In the first hour, it had 50,000 views. It was the least expected video. Sometimes the ones you take hours producing flop, but the ones you spend a few seconds on go viral.
I started posting a few times per day. I watched the videos that did well and continued to create those. I started posting very promotional content about my Pin to Sales signature course and my freebies. It was mind-blowing. Over the first 21 days, I generated 3,800 new email sign ups and I sold $35,000 worth of coaching packages and courses on TikTok. Those sales were a new all-time high for me. We worked so hard all day responding to comments, doing coaching calls, and closing clients.
Willow has still been wrapped up in those clients he first booked on TikTok. My growth didn’t explode like his, but it’s been more sustainable, and I have since passed him in income generated from TikTok.
A few days ago, I got a message from TikTok asking me to join their creator program. It’s an educational-mentorship section of TikTok, so I’m excited to see what comes of that. Then, I saw a photo of myself on Pinterest posted by TikTok. I went to their account and saw that they had been posting quite a few of my videos. Super cool.
Go on TikTok and start following a few people. Follow us if you want to get an idea of what kind of videos we post. Start playing around with what you want your ideal client to stumble upon on your video. Use the trends. It’s a collaborative experience where you use these trends and use the song pointing to bubbles of content that your dream client is interested in. Be fun and be playful. Just go in and try. It’s okay if it takes you a few tries. Embrace that it’s awkward. Everyone feels that awkwardness.
Be consistent on these platforms. Use them how it’s right for you because it can be powerful. Make sure your backend stuff is all set up. People can go viral on TikTok and not make any money because they don’t have anything to book them into or a freebie to get them on your email list.
The more you grow on social media, the more eyes you will have on your brand. You don’t want your social media to be a dead end. You need somewhere for those potential clients to go so social media can really serve your business growth. Last tip – I know it’s a little played-out, but also just be authentic on your social media.
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Your fave soulful, free-spirit designer & mentor. I'm a 24-year old web designer, podcaster, educator, and spicy-marg drinker with big ass dreams. Starting all from a Macbook air and a 560 sqft apartment, I've turned a small one woman show into a multiple six-figure design studio.
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