Interior Designers need to understand their whole marketing strategy and how each of its 7 constituent tactics work together to grow the business.
This article is a checklist. Go through each of the points I’ve listed and apply it to your sales and marketing in your business. My opinion on what are particularly important marketing communications for interior designers are highlighted in bold and might differ if you target business rather than the public. Let me know your thoughts: The checklist contains links to other resources and there are further articles referred to at the end of this article.
1. Search Marketing – Get your prospect at the time of their decision-making.
- Search engine optimisation (Higher rankings)
- Paid Search / Pay-per-click (Google AdWords)
- Paid for inclusion / feeds
2. Online PR – Create Awareness of your brand by getting it mentioned.
- Industry Portal Representation (eg Thehousedirectory.com)
- Social Media (blogs, feeds, communities)
- Media Alerting Services
- Brand Protection
3. Online Partnerships – Link your brand WITH OTHERS IN YOUR INDUSTRY
- Affiliate Marketing
- Link building – good relevant links only.
- Widget marketing
4. Offline Communications – You should know these.
- Personal selling
- Sales promotion
- Direct Mail
- Word-of-mouth (your old clients are your best and cheapest salespeople)
5. Interactive Ads
- Site-specific Media Buys (only if you target businesses)
- Ad networks
- Behavioural targeting
6. Opt-in Email
- House list emails (your clients and prospects) – look at mailchimp.com
- Cold (rented lists) – not normally a good idea
- Co-branded (share the marketing load wisely and boost your brand image)
- Ads in 3rd party newsletters
7. Viral Marketing – Electronic variants of traditional ‘word of mouth’
- Pass along emails
- Word-of-mouth (eg using the share & enjoy functionality below)
- Buzz marketing
- Generating media mentions
What do you think?
And as a PS I will follow this up with 2 more articles; one about different ways of engaging (financially) with clients; and a second about using facebook for an interior design business. The first comment, below, reflects a theme running through many questions posed to me: website designers (techies) and ad agencies (space sellers) are trying to get you to part with your hard earned design fees; I would read a book on digital marketing that comes more from the marketing end rather than the technology end eg “Mastering Web 2.0 bu Susan Rice Lincoln”, that’s a good way to start. DON’T SPEND £10k/$15k on a new web site think about your customers and how they behave, your marketing communications need to latch into their behavioural characteristics.
Photo Credit: McVitty (Designer)
For more information on luxury cashmere throws or to request cuttings please visit www.kothea.com. For black faux leather upholstery fabrics try <here> and for mohair velvet and mohair velvet upholstery fabric please follow the links. Upholstery Linen is also one of our specialities as are luxury silk velvet fabrics.