Interior design is a profession that demands innovation and versatility– not just in the work itself, but in the marketing as well. An interior designer, particularly a junior one, is unlikely to have a six-figure annual budget for traditional advertising or an endless pipeline of referrals at any time. A good interior designer must be a resourceful marketer.
Here are a few web marketing strategies for interior designers:
Local SEO: A common mistake in Search Engine Optimization (SEO) is to go with too broad of a strategy, hoping one’s website will appear favorably in any search. A small but savvy interior designer is humble to recognize that it’s a losing battle to fight larger national firms, instead focusing on a targeted keyword strategy specifically around the geographical area where they do business. This designer noted how she used local Search Engine Optimization (SEO) strategies to target “New England design style” searches, getting queries within two weeks. Local SEO can be implemented organically by bulding a Google+ business page or via Google Ad Words.
Website: Tools like WordPress and Joomla make it easier than ever for an interior designer to build a simple website (or have someone else do it cheaply) but the key to building a website is having quality content that provides benefit to the consumer. Content is king in 2014 and without unique content on your website, it will not rank in search engines. This website can be used to showcase one’s work, offer a suite of services, and collect email addresses of prospective design clients, among other uses. Having a website, even in 2014, will give an interior designer a leg up on much of the competition (Source: Website Design by Coupar Consulting). This article noted that a stunning 35 percent of sole proprietors lack a website.
Blog: This relates and expands upon the strategy of having a website. A blog, short for web log, is a great way to keep a site active. This is helpful for search engine trackers, which like to see fresh activity on a site at least once a week. It also shows current and prospective customers that a company is vibrant and active. That said, it’s worth noting that a blog can be implemented as part of a website or an independent site elsewhere on the web, depending on one’s strategy and digital footprint. Use your blog to answer questions customers might ask. Not only does this help answer questions that your customers might have, but it might even answer questions other people might be searching for online, thus bringing them to your website.
Social media: Twitter, Facebook, Pinterest and other social media networks were seemingly built to be virtual showrooms for interior designers. They also allow direct interactions with customers, professional colleagues and luminaries in the design field. Social media should be apart of every interior designers business because it will give them an opportunity to showcase their work and bring in leads. Advertising on these social networks is a great way to get the word out their about your business.