Your Entire Social Strategy in 3 Words

Your thumb is hovering over the publish button.

A bead of sweat forms and slowly drips down your temple - should I post this?

You start to doubt yourself. The weight of a thousand followers looking at your content and judging you bares heavily. Your breathing accelerates - it shouldn’t be this difficult.

Luckily - I have a solution for you.

This framework is like looking at your content through a lens before you even have the idea.

It will make your life so. much. easier.

So here it is;

We like to break content down into three buckets. Some people call them pillars. Call them steel girders for all I care. But be mindful of them when you’re coming up with ideas.

They are; Education, Entertainment and Inspiration.

We’ll go through them one-by-one so you understand exactly what they are and how you can identify them in your content.

Education

One of the key parts of the buying cycle for customers is education.

They’ve just heard about you for the first time and now they need to be educated.

Why should they choose you? After all there are 10,000 kitchen showrooms in the UK. They’re spoilt for choice.

So what constitutes educational content? It could be;

• this is why Gaggenau appliances justify a higher price tag than Siemens appliances

• What makes a product bespoke

• Why you spray lacquer your furniture and don’t hand paint it

• Why dovetail drawer boxes are better than a Blum system

• Why you should choose a cutlery tray instead of a basket for your dishwasher (side note I’ve witnessed near divorces over this topic)

The point is you need to educate your audience thereby nurturing them into a state when they’re ready to buy.

The other upside to educational content is that you’re becoming a trusted voice. At the end of the day you’re asking people to part with £30,000,£40,000,£50,000 - they need to trust you, and educational content, especially when it’s well-balanced and not biased - will do that.

Gary Vaynerchuck (world class marketer) has a great bit on this.

Before starting his marketing agency he grew his family's liquor store in the US from $3,000,000 turnover to $60,000,000+.

He had one of the first YouTube channels called WineLibrary TV where he reviewed wines.

Rather than tell people how great every single one was, if he didn’t like it he would be very upfront about it - one famous wine he tried he said tasted like feet. And these were wines they sold.

But by putting the customer first and not their sales, he built an insane level of trust and they became a massive wine brand in the US.

Inspiration

There’s a massive reason why platforms like Houzz and Pinterest exist, even home and garden magazines to an extent. Why? Because people love to be inspired.

It helps people generate their own ideas, taking things they like from 100 different kitchens to be able to bring their dream space to life.

You want to inspire them by showing off incredible projects in different ways and calling out features and interesting parts of the project; appliances used, stones chosen, finishes clients have opted for etc.

Anything that people see and say “wow I’ve never seen that before” or “that’s an impressive piece of stone” or “I need that in my house!” Will qualify for inspirational content.

It can be as simple as some panning video clips to nice music wrapped together with text on the screen in a nice font.

Don’t overthink this - it should be the easiest one out of the three for most people!

Entertainment

Without a doubt, this is the hardest bucket to make content for.

Entertaining people is subtle and not everyone can do it.

It’s humour, it’s showmanship, it’s getting your unique personality across that makes people gravitate towards you.

Examples of entertainment content are;

• a fun moment in the workshop

• a team member’s quirky personality,

• short clips of a customer’s reactions to their newly installed kitchen

• Showing people on the street a picture of a kitchen you’ve done and asking them to guess how much it cost

Some of these are harder to pull off than the others and a lot of the skill is in the editing of these but the ideas are solid.

This should have given you a round-up of the three options available to you as a business when thinking through what video ideas to pursue.

It’s a LOT of work, so if this stuff is way too time-consuming to even think about, give us a shout.