4 Proven Marketing Strategies for Interior Designers and Architects for Unveiling Business Success

(This article first appeared in our Behind Interior Design December 2023 Newsletter. To receive our monthly newsletter, join the community at Behind the Design.)

In the ever-evolving realm of design, the ability to create stunning spaces is just one part of a successful interior design business. To thrive in the competitive landscape, designers and architects must also master the art of marketing. But, the problem lies in the time and money available to invest in marketing.

With limited time and resources to dedicate to marketing, where should you focus your marketing efforts? In this blog post, we will explore five proven strategies to help interior designers and architects grow their businesses, reach new clients, and establish a strong brand presence.

Harness the Power of Digital Presence

How do designers market their services? An Optimized Website for Starters

In today's digital age, having a strong online presence is non-negotiable for interior designers and architects. According to recent statistics, 93% of online experiences begin with a search engine. Therefore, your website serves as a virtual storefront, allowing potential clients to learn more about your services and view previous projects. It is the key foundation of all your marketing efforts.

A well-designed, SEO-enriched website showcases your design projects, positions you as an industry leader, and provides valuable insight to your audience. But where do you start?

1. Start with a Google search with keywords you think your target audience will use to search for your products or services. For instance, you may try the keyword “interior design services [your city]. Do you appear on the first page? If not, you have a problem since most people will not get past the first page when searching. Look at what competitors rank on the page ahead of you. Take a deep dive into a few of those competitor websites to see what content they include on their website. Make a note of anything that they have that you don’t have, including keywords, webpages, blog/blog topics and so forth.
2. Evaluate your website through your ideal client’s eyes. Pulling your website up, do you clearly spell out what you do and how you help clients? Are you answering the most common questions that you receive from a prospect when first meeting? Do you see the keywords or content that your competitors include on their websites? Remember, if they rank higher in search results than you, then they are doing something right.
3. Create a list of webpages, content, and keywords that you believe will help elevate your website and help clients better.
4. Now, it is time to create the content. With AI, you can develop content much quicker than staring at a blank screen. Copy your current content, then use your favorite AI content tool. We use Jasper AI and ChatGPT. Ask AI to re-write the content, add the keywords to optimize for, list questions you need to be answered in the content, and tell AI how many words you want the copy. Once AI gives you back the content, re-work it so it sounds like your brand voice.
5. Finally, copy and paste your new web page copy into AI and ask it to give you precisely 10 blog topics that you can write about over the next few months. Those are the topics that you will write about on your blog. This solidifies your website as an authority in the marketplace, which search engines love.

When creating your website, remember optimizing it for search engines is critical because this is how you will be found when someone is searching for your services. I can tell you from experience that as a creative person, I struggle with balancing what the search engine wants and what I want to write. However, it is a game of sorts, and your job is to grow your design business; this is one game that is a must to win.

My advice is to write the most needed content first, then sprinkle in the creative blog posts that you want to write. Those additional blog posts will help you connect with your audience.

Marketing Tactics:

• Website Optimization: Ensure your website is visually appealing, easy to navigate, and optimized for search engines. Include high-quality images of your projects, detailed service descriptions, and a clear call to action.
• Content Marketing: Regularly publish blog posts, articles, and case studies related to interior design trends, tips, and your projects. This not only showcases your expertise but also boosts your website's SEO.

Leverage the Word of Mouth Phenomenon

How do I promote my interior design? Let others market for you.

Word of mouth remains a powerful marketing tool in the design industry. According to Nielsen, 92% of consumers trust recommendations from friends and family over other forms of advertising. Leveraging positive client experiences can lead to organic growth.

Many designers and architects find this to be the best way to find new clients. But what if you haven’t built up a network you can rely on to bring you new business?

1. Start with contacting all past clients and asking them to give you a referral online. Many times, clients don’t give a review because they don’t know how; therefore, make it easy by sending a link and instructions.
2. Next, get out of your office and network with your target audience. When networking, rather than thinking of selling your services, think about how you can connect this person with someone who might be a good client.
3. Lastly, find other professionals to build strategic partnerships. This might be a realtor, contractor, another designer, or financial advisor. These partnerships can be very lucrative, but again, it needs to be a win-win for everyone.

Marketing Tactics:

• Online Reviews: Encourage satisfied clients to leave reviews on platforms like Google My Business, Yelp, or specialized interior design review sites. Positive reviews build trust and influence potential clients.
• Get Out and Network: Meeting new people and building mutually beneficial relationships can be a great way to reach a wider audience. 
• Build Strategic Partnerships: Find professionals who target a similar audience and find ways you can help each other. 

Dominate Social Media Platforms with Your Brand

How do I brand myself as an interior designer? Creating Consistency Across Platforms.

As an interior designer, social media platforms such as Instagram, Pinterest, LinkedIn, and Facebook can be powerful tools to showcase your work and build your brand.

With these platforms, you can reach potential clients locally and build relationships with them. Branding yourself as an interior designer involves crafting a consistent and compelling image across various channels. But what if you haven’t established your brand?

If you are struggling to create your brand as a designer, I recommend “Build a Brand Identify Beyond Logos: How Interior Designers Can Use Branding to Build a Successful Business.” This IDCEC-approved course offers you 1.5 credits and will walk you through what branding is and how to determine your brand.

Once you have established your brand, now it is time to be consistent over your favorite social platforms.

1. Using your brand, write your bio and descriptions for all platforms.
2. Create a consistent, professional profile picture and images.
3. Determine your hashtags.
4. Then you can use images, videos, and blog content to share relevant and interesting information with your audience. Not sure what captions to write, ask AI to write your captions along with emojis. Then revise if necessary, so it sounds like you.
5. Rinse and Repeat.

Social media platforms are invaluable for building and showcasing your brand personality. You can create social media profiles to showcase your work, share décor inspiration, share trends, and provide value to your potential clients.

Additionally, social media can help you connect with other professionals in the industry and can lead to collaborations and referrals. Remember to post consistently and engage with your audience to create a following and build a brand community.

Marketing Tactics:

• Social Media Profiles: Maintain active and visually appealing profiles on platforms like Instagram, Pinterest, and Houzz. Share high-quality images of your work, engage with your audience, and stay consistent with your brand message.
• Content Marketing: Share valuable content such as design tips, behind-the-scenes glimpses, and success stories. This positions you as an authority in your field.

Develop an Email List for Long-Term Engagement

Where can I find clients for interior design? Build a List of Potential Clients.

Not everyone who visits your website or sees you on social is ready to buy today. Therefore, email marketing can help interior design businesses stay in touch with their clients and build relationships over time, cultivating the relationship until they are ready to purchase.

it is important to stay in contact on a consistent basis by sharing new projects, helpful information, and fun tips through emails. Building an email list is a direct way to connect with potential clients who have shown interest in your services. According to HubSpot, email marketing generates an average return of $42 for every $1 spent.

Here is how to get started:

1. Give your website visitors a reason to sign up for your email list by giving them something of value. It can be an eBook, checklist, quiz, and so forth. It is anything that your audience will find valuable. This is typically called a lead magnet as it entices someone to give over their valuable contact information. Create a landing page, along with a form asking for first name and email address. Then, send them the lead magnet once the form is submitted.
2. Next, as you meet people through networking, events, and tradeshows, ask if they want to be included in your email list for valuable content that can help them with a problem. It is important to ask permission and not automatically add them to a list. I suggest sending each contact a personal email from your email asking if they would like to subscribe, then give them a link or form to complete. This ensures you are following the email spamming rules the government established.
3. Be consistent and purposeful when sending emails. A good rule of thumb is 80% information and 20% promotional.

By building an email list, designers can keep their clients and prospects engaged and informed while staying on top of their minds.

Marketing Tactics:

• Social Media Profiles: Maintain active and visually appealing profiles on platforms like Instagram, Pinterest, and Houzz. Share high-quality images of your work, engage with your audience, and stay consistent with your brand message.
• Content Marketing: Share valuable content such as design tips, behind-the-scenes glimpses, and success stories. This positions you as an authority in your field. 

One last tip that you may find interesting. Even something as simple as your business card can help you market your design business. According to Statistic Brain, 72% of professionals say they judge a company or person based on the quality of their business cards. Design your business card to be visually appealing and informative. Distribute them at industry events, networking functions, and client meetings.

Marketing doesn’t have to be scary or intimidating. It just requires you to be intentional and consistent with your efforts. By optimizing your online presence, encouraging word of mouth, dominating social media, and developing an email list, you can establish a robust marketing framework. Over time, these strategies will not only increase your visibility but also position you as a go-to expert in the world of interior design and architecture.