Interior design marketing can swallow you whole and leave you with less time for clients and creative design work than it takes to market. UGH! Stop trying to do it all and get super selective.
Yes, I know you’ve likely been told on a webinar, read in a blog post, seen in a video, or perhaps got this at a live conference, you have to be everywhere. No, you don’t. In fact, you only need to be where your ideal clients will see you.
So let’s take a quick peek. Do you feel buried by blogging? Is Instagram not nearly instant enough? Are you running afoul on Facebook? Does Twitter leave you in a tizzy? Is LinkedIn failing to deliver the right leads? And have you found it’s not happening for you on Houzz? Sure there are more channels for interior design marketing and in this post, I’m going to tackle the goliaths.
Blogging may not be a fit for you. If you don’t love to write and continually feel tongue tied and keyboard challenged, don’t go there. It isn’t a fit for every practice. And if you do blog, you’ll need to apply SEO (effective plugin for that is YOAST). You also want to include rich images and ensure they are copyright free or you’ve garnered written permission. Full time bloggers in design are often not interior designers because they earn their living from ads, sponsors and placement and that requires full time attention.
If you are camera crazy with your cell phone, and your images are distinctive, then Instagram may be your perfect fit. This is particularly true if your market is millennials, Gen X or Gen Z. It’s not just about sharing pretty pictures, you’ve got to master hash-tagging and engagement (more than just liking other images, it means personal comments and kudos.)
Since twitter expanded to 280 characters, you certainly have more room to comment, quip, and opinionize. If you don’t love writing, it may not be for you, 280 characters can feel like a lot. While you want to include strategic hash tags, you don’t want to do as many as you might on Instagram. Different platforms require different strategies and each has their own nuances. That’s a key reason that it’s nearly impossible to do it all for interior design marketing without hiring a team to do it for you!
There are lots of folks on Facebook who aren’t on Instagram. If you are established there and have created a consistent and persistent routine of engagement, stick with it. While Facebook owns Instagram and you can share between the platforms, they require different types of posting. Facebook tends to be a lot more engaged and the quality of your images doesn’t have to be as great.
If you are going after commercial design clients, then LinkedIn makes sense. If you are residential, it makes less sense. Many professionals are simply solely focused on business on LinkedIn and not thinking about their home life. They also tend to prefer professional updates, far less personal than Facebook or even Twitter. What’s your style? If you are a sharer and wear your heart on your sleeve, LinkedIn may not be a good fit.
Houzz works brilliantly for some and far less so for others. I’ve known designers who’ve invested thousands over the course of a year or more and got no results. And other designers who invested nothing and found themselves featured and attracting lucrative clients. There is no guarantee. This is branding tool, far more so than a marketing tool. If you’ve got the resources and it feels like a fit, then consider it. Just be aware that you have to commit to a year minimum and may see no results. And those badges are buyable and mean nothing.
Of the six marketing channels I’ve listed here, I recommend you focus on just two. Being consistent and persistent with two channels that target your hot and buying market is far more powerful than showing up randomly everywhere.
And if you’re ready to grow your interior design practice with the interior design coach who knows the business of design from the inside out, schedule your complimentary 30 minute Marketing Renovation Session RIGHT HERE.