2014 is almost over. Yay?But before the new year is upon us and we’re getting sloppy drunk on wine, we need to come up with a plan for how to market your interior design business in 2015. That's so when we get sloppy drunk a year from now it’s because we’re rolling in Benjamins.
How To Market Your Interior Design Business Step 1: Think About The End First
What do you want to accomplish by the end of next year? Figuring out your goal makes it easier to work backwards in outlining the steps you need to take to get there. And you can measure your success. If you don’t have a clear and specific goal, how would you know if you reached it?
Goal: I want 48 new clients from my website by December 31st, 2015.
Great, now how do you get to that goal?
Step One: Who are these clients?
You can’t work with the world, pick these specific fabulous people who will be your clients. The people who have a specific problem you can solve.
This is why I tell you over and over again (like a shitty chorus in an Ariana Grande song): Pick a niche, pick a niche, pick a niche.
- Design Sexy Bedrooms
Clients Who Need This:
- People with unlimited Viagra and a front of the line pass to the Regal Beagle.
- Newlyweds who don’t want the flame to die out right after the honeymoon.
- Parents of young children who need a hideaway from their little terrors blessings.
Once you pick out these people who need you to solve their problem (because remember you’re the sexy bedroom designer), finding them is easier.
How To Market Your Interior Design Business Step Two: Make Your Website A Sexy Magnet
Your website is like a honey hole for your dream client. When your client is on the search for an expert in bringing the sexy back to their bedroom they will be scouring the internet like a meth head looking for their next fix. Minus the dirty finger nails.
Your website needs:
Interior Design Services: Duh. But they need to specifically tell your client the story of where they are now and where they want to go with you as their heroine.
Design: To match your brand (your brand is a promise of an experience your client will have with you) which means it can’t be looking like an Easter Bunny threw up all over it. If you’re a sexy bedroom designer your website should match that sexy vibe.
Mobile: More than half of the people looking online are looking from a mobile device (tablet or phone) so if your site doesn’t shrink to the device they are browsing on it will frustrate them.
SEO: Make sure your pages and blog posts are searchable so when grannie is googling “sexy bedroom designer” or “how to decorate a sexy bedroom” your website comes up. You need Granny to be able to discover you.
Home Page: Make sure that when anyone gets to your home page they know they landed in the right place. And don’t you dare put on there “I believe every homeowner should have a sexy bedroom”. Talk to granny only. Your website is for one-on-one communication, you’re not running for President.
Email List: You got to keep the convo going to get the client, and you do that by getting grandma on your list. Everything you do should be to build your email list. You can email grandma about new sexy products for her bedroom or new designs that might inspire her. And always invite her at the end of every email to work with you.
How To Market Your Interior Design Business Step Three: Let’s Get Analytical
To determine how effective this is means you need to measure your results. Set up analytics to measure the traffic to your website and see your bounce rate.
Keep track of your social media numbers and which posts get the most engagement. See which social media sites bring you the most traffic so you know where to continue to focus your energies.
If you run Facebook Ads, make sure you install the conversion pixel to know that your ad is working for you. It’s a piece of code that tells Facebook that the person took action - whatever action you wanted like visiting your site, signing up for your list or buying something.
All these pieces work together to help you gain new clients. You have to work at making sure you are at the forefront of their mind when it comes to designing their home. And never forget you are a salesperson because if you don’t sell yourself, who will?
Alycia Wicker is a business coach for creative entrepreneurs. Her clients land more of their own dream clients and make more cash, period. Celebrity gossip whore. Elvis-obsessed.