How to Create Social Videos and Blow up Your Business (with Susan & Paul Kadilak)

Episode #295 the Wingnut Social Podcast

Do you want to create videos for social media and grow your business, but you’re not quite sure where to begin? Susan and Paul Kadilak (Kadilak Homes) are here to share all their content creation secrets! They have had incredible success marketing and promoting their design + build firm, growing their business by 60% in one year by developing and implementing a social video strategy. Today they’re discussing how to build an action-based strategy to grow business with social video, key details to create social video, what’s next in the evolution of social video, and how to grow in this ever-changing landscape.

@KadilakHomes is a design-build firm run by Susan & Paul Kadilak in the Greater Boston area. Together they have made it their mission to help their clients turn an ordinary house into a haven that they love coming home to! The Kadilak’s have grown by connecting directly with their audience through their social media channels and are excited to announce that they just launched a brand-new app, “Renovation Rekindle” for their Emmy-nominated home renovation show.


Can I really get my ideal client from social media marketing? Susan says look at the numbers – everyone is on these social platforms, and you need to go where your clients are. From social media alone, Susan and Paul’s business has grown tremendously. When you’re posting consistently and putting your content out there, your clients are attracted to that. If there is a client out there who isn’t a good fit for you, and they look at your content, they’ll never call you. But if someone’s looking at your content and watching your videos, they’ll usually do it for a while before they call you. They’re often a better fit because they’ve taken the time to prescreen you – they likely have made a decision before they even call you! Based on this, the quality of people reaching out to you will be better than traditional advertising.

Susan and Paul advise that if you’re not creating video content right now (and you’re hesitant to begin), start small. Instead of jumping in front of a camera, experiment with visuals, pictures, and concepts – you don’t necessarily have to be in the video at first. Take videos of your next project, drawing, job site, or whatever feels right. Eventually, you can start to appear in the videos, beginning with a quick snippet, and working up from there. Susan says she’s the last person who wants to be on video but realized she wouldn’t get better if she didn’t try. Looking back, Paul says they “weren’t good” when they first started, but to be fair…nobody is! If you’re worried about starting and find yourself paralyzed by fear of failure, you have to get over it, or else you’ll never get started at all. You don’t have to be perfect…you don’t even have to be “good.” At the end of the day, you’re not auditioning for a role; you’re just documenting what you do and connecting with your clients, sharing your authentic self.


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Resources & People Mentioned:

“Talking to Strangers: What We Should Know about the People We Don’t Know” by Malcolm Gladwell

“Twelve and a Half: Leveraging the Emotional Ingredients Necessary for Business Success” by Gary Vaynerchuk

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