If we learned anything from 2021 it is that we are capable of achieving more things remotely than previously thought possible. While not everything is best online (shoutout to any moms who had to learn how to homeschool!), it has pushed countless industries online. Whether or not certain industries continue to work primarily online will be subject to fluctuation, but one thing is certain - we now know what is possible to accomplish remotely.
Take this blog as a sign that it is time to make sure you are maximizing your online presence. Below are nine ways to grow your interior design business online. As you run through the list, check off what you feel you have already covered. By the end of this blog you should have a clear idea of what areas might need an update.
1. Establish your brand
You have already taken the first step towards a successful online business by starting with research. However, before you take another step first consider your brand. Before you can establish a strong online presence, it is vital to have a clear understanding of your brand in both visuals and what it represents. Can people tell within the first 10 seconds of looking at your brand what you offer? Do you have a strong, deliberate logo, or is it pixelated and maybe even hard to read? Do you have colors you have consistently stuck with for all of you content (from your website to your invoices) or are they more randomly selected? This might seem like basic information to many of you but it is so easy to get this part wrong.
Your brand is the visual elevator pitch for your business. Online, if people cannot tell what you do quickly and easily by just looking at your content, then you do not have a successful brand and people will not hesitate to move on to the next page. To get an idea of if your brand is successful in what you want it to convey, you can share your brand with friends that do not know what you do and ask them what they think your business does. The feedback they give will give you a clear answer about what people will see and how they interpret your brand.
2. Define your niche
While you are in the process of assessing your brand, it is key to make sure you understand all of the information that goes into what a brand represents. Consider your niche in the Interior Design industry. You do not have to reinvent the wheel to be able to define what you specialize in. Maybe you specialize in kitchen and bath design, or maybe you are the boho queen. From your specific style to the type of work you do, define your niche. Playing to your strengths and passions is key to both happy clients and incredible work. You do not have to fit a circle inside a square hole to be successful. Figure out what you want to focus on and consider how this niche now fits into your branding. For example, maybe you live for mid century modern design. If your logo is flowy text with a pastel palette, do you think people would immediately associate your work with mid century modern? Not super likely. Decide what you want to be known for and make sure that the vision is immediately clear to all who encounter your content.
3. Find your audience
Once you have a clearly defined niche and brand, it is time to consider who your audience is - and, more importantly, where they reside on the internet. Take time to consider your target market. What is the average age of the people who want your style in their homes? If they are younger, consider using Instagram as the main place you showcase your work. If they are older, maybe Facebook would actually have a better target audience for your work. Does your audience use Pinterest? Do they read blogs? Maybe they go straight to Houzz or Yelp when looking for a designer? Consider who your clients are and where they reside on the internet. Once you have answered those questions, delve into learning the platforms and how people like to engage on it (as each one has different features). Put extra time into researching both the platforms and their user bases so you can find what is best for you and your potential clients.
4. Make sure all your bios are clear
When you are setting up profiles for your business, we have to remember the first three steps: branding, niche and audience. The fourth step is making sure you bios and content accurately convey those three things. When writing the bio, create points or sentences that show what you do in terms of actions. Instead of saying "Kitchen and Bathroom Designer" try "I specialize in designing the spaces in your home that are used the most often". Start by jotting down the key points you want people to know about you and run them through the first three steps. Once you have decided on the points, change them into action statements whenever possible. People do not want to know what YOU do, but how you can help THEM. Make that immediately transparent in your bios and you will see a fairly quick change in how you are approached.
5. Utilize free design resources
Before you begin spending money on your startup, check and see what is available to you for free. If you are not using the Adobe Suite as part of your every day work or, maybe you do not even know Adobe, do not invest in it for the sake of creating beautiful designs. There are plenty of free online resources that can help you produce quality designs to get you started and on your way. Canva is a great resource for those looking to dip their toes into design. There are templates for just about any content your heart could desire. If 2D design is not your strong point (and it absolutely does not have to be!), there are premium designs that are already completed that you can take advantage of. Assess what is free and then consider what is worth paying for to you specifically. This can look different to everyone but always see what resources are available for free before purchasing anything - you may be surprised about what is already available, just by looking.
6. Have a social media presence
This point might seem redundant or even unnecessary to say, but having a social media PRESENCE is key. Like I mentioned in point three, it is important to know your audience and where they reside. Say you have decided that your target clientele resides on Instagram and you have begun posting all of your work on their regularly. Does that mean you do not need a Facebook page? Absolutely not. It is important to have a presence on all platforms. You do not have to post daily, weekly or even monthly on a every platform. However, more often than not, the key to success comes from just showing up. You do not have to be active to be present on any platform. By not limiting what you are on, you are increasing the chances of being found. Just because a target audience is on another platform more, it does not mean that they are not on the others. Do not limit where you can be found just based on who you want to find you.
7. Share your passion with others
With social media quickly becoming saturated with businesses, the easiest way to set yourself apart from everyone else is to tap into your passion. By this point, hopefully, you have considered your brand, your niche and your audience. Now you must turn inward and consider what drives YOU. Why did you want to start this business? What part of this business makes your soul sing? What kind of clients do you like working with and why? Tap into your passion and take notes. Make lists of what you love to do, why you love what you do, who loves what you do or who you love working with. If you are not sure where to start, you can always begin with a list of what you do not like - and then work backwards from there. When you have a real understanding of your passion and what makes you unique, pour that into the content you produce. From your actual designs to what you post on social media, it should all show the same message. Your specific passions are what set you apart from others and when you are able to convey that passion to others, your work sells itself.
8. Build relationships
Every point on this list has led you down the path to most fundamental building block of any and all business: building relationships. Businesses live and die by the kind of company they keep. Companies, and even people, make entire incomes off of having an established following of loyal patrons. When you are working on your online presence, always take the time to ask "how is this helping me build relationships with the people I am sharing this with?". Seek quality engagement: ask questions for people to respond to, reply to comments and talk with other business owners. Take the time to engage with others content as well. Businesses are both built and destroyed through relationships. Making the effort to build and maintain a connection with real people will help you outlast the slow times and flourish in the busy ones.
9. Have a strong website
Last but absolutely not least - have a STRONG website. Contradicting number six, having a website alone is not enough. Yes, it is important to at minimum have the presence of a website so that you have a place to send people, showcase your work professionally and a way for people to find you on google. However, having a website that seamlessly guides your potential clients through the steps you want them to take will show a major difference in terms of converting people from viewers to clients. When making your website constantly ask yourself "what is the action I want them to take next?" and use that to focus your design. Always have the next step you want them to take as a clear vision for what they design should convey. If you want them to land on your page and then click the "about" page next, consider having an introduction that then ends with a button titled "get to know us!" that takes you to the "about" page. If you do not know the next step you want a potential client to take, then neither will they.
If you made it this far and this blog gave you some food for thought, follow me on Instagram where I post all of my updates (including blog notifications) first! Comment which point made you reconsider how you have done something and I would love to hear how it helped.
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