A solid approach to marketing allows you to speak to your ideal audience through their preferred channels. In hand with messaging clarity and consistency, you can make meaningful connections that help build your online presence and client base.
Today’s episode is all about designer marketing success with Eva Healy of the award-winning full-service interior design firm avenue design inc. Let’s tap into the secret of reaching the ideal client by using the proper channels, finding your brand voice, and introducing processes to help you achieve Eva’s level of success.
Find your marketing strategy
Your marketing strategy helps you reach your goals. It helps drive your content so you make connections with the right people who can eventually become clients once they understand what you do. The key is remaining consistent and being where your ideal client is so you remain top of mind. You also need to ensure your messages make sense to your brand and resonate with your audience. So what does that look like?
A step above pretty pictures
Clients don’t get a clear idea of who you are if you simply post pretty pictures of your work on Instagram. Your marketing should reflect you and/or your team, so clients learn about the people behind the pictures and relate to them in a more meaningful way. It also helps tell a lot about your process, so people feel they are part of the experience.
The importance of authenticity
Being yourself and reflecting your approach is key to remaining authentic. People want to trust their designers and will look for ways to find a connection that resonates with them. Being present in the images you share is an important element of Instagram strategy. However, you need to build your confidence to feel comfortable having your face out there.
Using humour to connect
Humour is a wonderful way to connect, but the tone has to fit with your brand and have meaning for your followers. Humour can provide relief from stress and keep people coming back to experience that relief when they’re having a difficult day. Memes for example work well and can also serve a purpose if you’re running low on ideas!
A good mix of strategy and intuition
It helps to lay out a strategy for Instagram content to help keep your brand on track. However, a touch of intuition and spontaneity helps keep your content interesting. Keeping a “vault” of content works well as you always have something to fall back on that might work perfectly when the right situation arises.
Commitment to the art of posting
Consistent posting allows you to test the waters and find the right mix of content for your brand. You can grow your followers and eventually find opportunities to connect with new clients. Keeping up with the latest trends not only in design but topics of interest to your ideal client helps you become a thought leader while showing people you can help them find what they need.
Marketing strategy that keeps you top of mind
Instagram is not about instant connections. Instead, it provides ongoing opportunities to connect with a network that can eventually lead to work. Keeping your Instagram up to date and on brand keeps you top of mind with followers, providing the potential to find new clients or generate referrals.
Consistency and timing are key
Staying consistent keeps followers entertained while timing can make or break engagement. Choosing fitting posts and images each day allows you to remain top of mind while also increasing the odds you’ll find the right moment to make a connection with the right person.
Using target clients as a marketing strategy
Pinpointing your ideal clientele allows you to determine how to portray yourself and your brand to ensure the energy you expand sees results. Without knowing who you’re talking to, you really can’t inform your messaging. By choosing your ideal client who is most likely to be looking for your special style allows you to market to them more effectively.
Ask yourself what type of projects do I want and what type of clients do I want to serve?
Targeting the right client saves time
It takes more time when working for someone that doesn’t share your design style than it does to work with someone who does. As you learn more about yourself and your sense of style you can become more efficient and provide more value for each client. You can then target the right types of clients once you find your niche.
Onwards and upwards when you find your niche
Once you understand your own brand and carve out a niche for yourself you become more effective and can move onwards and upwards. You can find yourself in a position to politely decline the types of jobs that won’t make you happy and you know will result in less profitability. You ensure you have time to serve your preferred clients well and open more opportunities to stay within your area of expertise.
Know what DOESN’T work
It’s just important to know what doesn’t work as what does. Monitoring marketing results and understanding what’s helping drive your business ensures you invest time and money in the marketing that works best for your brand.
Embracing partnerships and collaboration
You can find a new kind of revenue stream by partnering with other brands that say something about who you are and what types of products and services you use. Selling products you believe in with brands who help support your success and vice versa can work wonders for some designer brands. Networking, attending industry events, and keeping up with the latest in the industry all contribute to possibilities and partnering opportunities to grow your business.
The importance of process
Process driven design firms can make time for all the necessities that help drive their business forward. You might produce awesome designs, but find vendors and clients never work with you again because you don’t communicate enough, you have a disorganized approach to completing your projects, or you invoice in odd ways that leaves people wondering if you’ll ever finish the job. Being organized and process driven shows a level of professionalism with what you do, as the perfect complement to your ideas and creativity.
Episode highlights
What you’ll learn in this episode:
- 16:07: A step above pretty pictures
- 16:58: The importance of authenticity
- 19:12: Using humour to connect
- 22:11: A good mix of strategy and intuition
- 24:20: Commitment to the art of posting
- 25:49: Marketing strategy that keeps you top of mind
- 28:37: Consistency and timing are key
- 33:05 Using target clients as a marketing strategy
- 39:37: Targeting the right client saves time
- 42:10: Onwards and upwards when you find your niche
- 48:05: Know what DOESN’T work
- 53:17: Embracing partnerships and collaboration
- 56:31 The secret to success
It helps to understand what marketing will work best for your business to reach your preferred clientele. Book a consultation to learn how to connect with the right audience using the proper channels and content to help your business grow.
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