Designer Farah Merhi details how to use social media as an extension of a portfolio, and how to convert followers into clients. By Dianne M. Pogoda

 

If there’s one point last month’s Design Bloggers Conference in Beverly Hills drove home, it’s that blogging and maintaining a vibrant social media presence are not optional in modern marketing.

But for some, making the leap from fun Instagram page to profit-generating business is a mystery.

Farah Merhi, designer, stylist and founder of the “InspireMe! Home Décor” blog and website, shared her insights about this journey in her session at the Conference, entitled “Instagram: How Communities Become Loyal Customers.”

Merhi launched her business as an Instagram page in 2012 and now has 4.7 million followers — one of the largest followings in the interior design universe. She chronicled her own rapid rise and shared the steps she took to build a following, and convert fans into buyers.

“I grew my followers and turned my page into a community,” she said. “Social media is taking over, especially Instagram— that’s where everybody is.”

First, she said, it takes time and commitment to build a relationship. “It has to do with what you love and are passionate about. I had to go through a journey of self-discovery. When we started to remodel our own home, it took me back to when I was a child, and my mother would transform ‘questionable’ homes into beautiful places for us to live. That was my ‘a-ha!’ moment, when I realized that this is what I wanted to do.”

So, she began a personal Instagram page, and looked around for design pages to follow It grew rapidly into a focused business page.

“My page’s vision is to inspire and empower to show the importance of making a house a home. I started by just posting images of rooms that I liked — I needed to show who I was, so I put myself on the site to show my passion and commitment to helping others with their design questions.”

She shared some strategies for growing a rich following.

  • Stay authentic and be consistent. “You have about four or five seconds to get people to follow you — make sure you’re posting great content.”
  • Why you? What sets you apart? “Offer a bio, and tell the reader why you’re unique, and what they are going to get out of you that they’re not getting elsewhere.”
  • Tag the bigger accounts that you follow. “Reach out to big brands, and hashtag them to get exposure. That’s how you build your community. People see that you’re following someone they’re following and in turn, they follow.”

“You have to make time to do this,” she said. “It doesn’t have to be a lot of time, but you should do something every day. Share stories that are relatable. Show your followers appreciation — you can have giveaways or special offers.”

After gaining momentum on Instagram, she started a website and linked IG fans to the website — it was an instant audience. And, because her following grew so large, last September, she launched a home décor line with QVC.

“We just did a test run,” she said. “We sold out of some things within a 48-hour period — that was my loyal fans, converted into customers.”

She advised, “You have to listen to your followers as well as inspire them. I give the videos links and a special page of ‘Farah’s Picks’ on QVC. Ask questions to get feedback from potential customers. Instagram allows direct contact with your followers, so you can ask them for feedback. Conduct online polls and be sure to learn from the negative comments. Keep an eye on the reactions, and stay fresh, and don’t lose sight of your goal.”

Merhi cautioned that whether a designer, blogger or online retailer, smart business owners will choose their partnerships wisely. “The brand has to make sense for you and your image. You can’t just do a collaboration for the money.”

Finally, she emphasized the importance of authenticity. “Don’t change who you are, focus on yourself and your goals. As you build your following, you’re building your community. Cherish this community! Be honest and open when you’re partnering with brands, because credibility is crucial. Interact with them and engage, and be transparent about it.

“Once you have established a community, be sure you stay humble, stay relatable, stay authentic, stay honest. Loyalty is everything. Engage them and answer questions — that shows you care. This is how you connect with them. Keep in mind that this isn’t just social media, it’s an extension of your portfolio — It’s the place to be!”