Recently, I was chatting with an interior designer (let’s say it’s AcmeHomeDesigns) and the topic veered to – How interior designers do marketing? And what marketing strategy for interior designers would help generate a regular stream of inquires from pre-qualified prospects. What should an interior design firm do to put their services in the spotlight?
Well, the response to this situation could be as simple as – Hire Good Marketing Team. And it could be as complex as it can be – How to do that without burning bottom-lines? As an interior designer, my friend mentioned she had invested in some of the commonly done marketing activities. Like making business cards, sending emails to friends and family, posting projects on social media networks, going through the rigmarole of building a website to post projects online and spend on events and press coverage.
So what was the challenge? Why was her interior design firm discussing this with me if she did all the stuff that every other interior designer does for marketing!
Top 5 Lead Generation Challenges
If everybody does the same thing and looks like everyone else in the highly competitive interior design marketplace, everyone would get the same results. Isn’t it? So why this interior designer friend expected good quality leads… only because she had good design skills?
So let’s see the top 5 challenges in online lead generation for interior design firms.
Challenge One. Problem Of Plenty.
Jhonny is planning to move into this swanky new apartment in town. And is looking for a good interior designer to do his space. So Jhonny asks his friends, family and colleagues at work for some references. Then he hits Google to see some websites. At office, Jhonny’s firned gifts him a popular home design mag. Now Jhonny has over 100 referrals and isn’t quite sure which interior designer is best for him… clearly Jhonny has a problem of plenty.
What does AcmeHomeDesigns need to do to get mentioned in Jhonny’s list?
Challenge Two. Price Conscious Portals.
Should AcmeHomeDesigns enlist in the numerous interior design directories and aggregator portals? It is a good thing to do, but then how should the firm differentiate itself from other designers. Should she be competing for projects based on lowest price or best quality?
Clearly, my interior design friend feels that good quality work cannot be offered at lowest prices. So what can AcmeHomeDesigns do to improve brand positioning and get Jhonny’s attention?
Challenge Three. Instant Ads.
This friend of mine had tried some of the advertising campaigns on video channels, search engines as well as social networks. And though she received good amount of traffic, she lamented about the poor conversion story. In-spite of paying high cost per click (CPC), as interior design industry is highly competitive, she did not break-even from her investments in online ads.
What must her interior design firm do to attract Jhonny’s interest in their project portfolio and make Jhonny call her for an appointment?
Challenge Four. Email Spamming.
Does spamming ever work? No. Do businesses still do bulk messaging to unsubscribed databases? Yes. Does it hurt their brand… certainly yes. More so, when the business leaders do not monitor analytics closely or fail to foresee the negative impact.
Same was the case with the founder of AcmeHomeDesigns. She was sending emails in bulk to people in Jhonny’s neighborhood by purchasing a 3rd party database of credit card users. And the open rates were lower than 0.5% per campaign.
Would Jhonny see one of her emails? Would that interest Jhonny to visit AcmeHomeDesigns’s website?
Challenge Five. Beautiful Website But…
Yes, this interior designer had invested in a state of art website that looked quite cool. The only challenge here was that there was no system to measure its performance. Did Jhonny visit her website? If yes, why did Jhonny not contact her? If not, what steps would be required for her firm to attract Jhonny’s attention?
Best Marketing Strategy For Interior Designers
Aidasinc’s innovative digital marketing solution aims at helping interior design firms like AcmeHomeDesigns address these Top 5 Challenges and generate high quality, pre-qualified leads. See how…
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- Signup for free to start marketing program
- Collaborate with marketing experts
- Bootstrap to build a strong lead generation funnel
- Pay after you get sales-results
- Continued to keep improving conversion results
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Learn More: Free to Start – Pay after Results – Marketing Program
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