The one idea underneath all of it
Post the factory.
Every competitor on that list can photograph a cushion in a nice room. Only Loomcraft can film a print head laying down a run in Roodepoort, a coating line, a finishing process, a roll being cut to length — and the SABS grading laboratory that tests what goes out the door.
It is the one thing on the whole cut-length sheet that cannot be bought in or copied. It is also, for a trade buyer, genuinely reassuring — lead times, consistency and the ability to re-run a colour are what they actually worry about, and a factory floor with its own testing answers all three without a word of sales copy.
It costs nothing to shoot. It is already happening every day, forty minutes from Johannesburg.
What I would change first
Rewrite the bio
What they make, where, since when, and how a designer or retailer opens an account. Ten minutes, and it is the first thing ten thousand people see.
Reorder the highlights around the buyer
Upholstery · Curtaining · Prints · Workwear · New arrivals · Where to see it. And move Discontinued further along the row.
Point the homepage Facebook link at the working page
The working page (about 3,000 followers) is already linked from the About page; the homepage still links an old address that shows visitors nothing. One URL swap.
Decide the job of the two Instagram accounts
The cut-length division’s own account (@loomcraftexclusivefabrics, 2,394 followers) already says the right things to the right audience — it just has a fraction of the support. Either it becomes the trade account and gets fed properly, or the two are folded into one. A decision, not a guess.
Add one image for sharing
The og:image. Every share of the site currently
renders blank.
Then the channel that matches the goal
If the objective is more of the trade’s cut-length business, LinkedIn is the room — and it is the channel with the most room to grow into.
- 931 followers against 53 employees. Those 53 people are the cheapest reach in the business — a post they each share reaches more relevant buyers than a month of Instagram.
- Link it properly from the website — today the only route is one small icon at the bottom of the About page; it belongs in the site’s footer on every page.
- Post the things trade buyers care about — capacity, lead times, new ranges landing, a new machine, a contract completed, the people on the floor.
And Pinterest, which does not exist yet and should. It is the one platform where people actively search for fabric by colour and texture with intent to specify. A fabric catalogue is native content there in a way it is not anywhere else.
How I’d work on it
Two posts a week made properly. Part of that is the factory and the trade story above — and just as much of it is selling the feeling of the fabric itself. Behind a lot of the cut-length trade is someone making a home beautiful, and what moves them is not a swatch. It is a curtain opening on morning light. Wind moving through sheer fabric. A room that suddenly matches the picture they had in their head. That is the reel formula: the feeling of the fabric in a home, then where to get it.
A monthly report with real numbers from inside the accounts, so the effect is measurable rather than assumed. The website fixes on this list done once, up front.
What I would want before starting: access to the accounts so engagement can actually be measured, a morning on the factory floor with a camera, and a straight answer on which of the twenty-four are really the competition.
What this does not promise
No follower target and no sales figure, because nobody can honestly give one. What can be committed to is the work: consistent posting aimed at the right audience, the channels that match the objective actually being used, and monthly reporting that shows what happened rather than what we hoped.