3 Marketing Tasks to Spend Time on – and 3 to Ditch
When it comes to publicising your firm to potential customers, it pays to double down on some key areas
Amanda Pollard
13 May 2021
Senior Editor at Houzz UK and Ireland. Journalist and editor specialising in interiors and architecture.
Senior Editor at Houzz UK and Ireland. Journalist and editor specialising in interiors... More
If you want to generate new business, marketing is key, but without a dedicated team to communicate your brand, how do you ensure you focus your efforts effectively? Follow these tips to find out which tasks are worth focusing on, and which can be put on the back burner.
Spend time on: Building your online profile
The easiest and most effective way to market your business is online. The internet is where many homeowners will search for a renovation specialist, or find information and reviews about a professional who’s been recommended by a friend, so it’s worth directing your energies into creating a first-class digital presence.
“A good website is the starting point between any client and designer relationship,” Omar Bhatti of Space Shack says. “First impressions are everything and your website must reflect this. It must have an overall appealing aesthetic that’s accommodating to all types of customers and a good flow to make it easier for clients to navigate.”
If you’re on Houzz, Omar stresses the importance of updating your profile regularly with fresh content and reviews. “All my clients check my Houzz profile for reviews and project photos; it goes hand in hand with my website and social media platforms,” he says.
“Key for me,” he continues, “is to have the right mix of information and real project work online, just the right amount for potential clients to be interested enough to pick up the phone and give me a call for further information.”
The easiest and most effective way to market your business is online. The internet is where many homeowners will search for a renovation specialist, or find information and reviews about a professional who’s been recommended by a friend, so it’s worth directing your energies into creating a first-class digital presence.
“A good website is the starting point between any client and designer relationship,” Omar Bhatti of Space Shack says. “First impressions are everything and your website must reflect this. It must have an overall appealing aesthetic that’s accommodating to all types of customers and a good flow to make it easier for clients to navigate.”
If you’re on Houzz, Omar stresses the importance of updating your profile regularly with fresh content and reviews. “All my clients check my Houzz profile for reviews and project photos; it goes hand in hand with my website and social media platforms,” he says.
“Key for me,” he continues, “is to have the right mix of information and real project work online, just the right amount for potential clients to be interested enough to pick up the phone and give me a call for further information.”
Ditch: Spreading yourself too thinly
There are almost too many ways to market your business online nowadays. Rather than creating numerous directory profiles and posting on all social media channels, focus your efforts strategically.
It pays to find out where your target audience is browsing. You can do this by researching where your immediate competitors are posting, and by asking existing customers where they find information and inspiration. If you’d like to share industry news and information, a platform such as Twitter might be useful, whereas Instagram and Houzz are ideal for showcasing images of your work and client reviews.
Omar highlights the positive aspects of visual platforms such as Instagram. “It helps me to engage with all types of clients and genuine followers who love my designs for their own inspiration,” he says.
There are almost too many ways to market your business online nowadays. Rather than creating numerous directory profiles and posting on all social media channels, focus your efforts strategically.
It pays to find out where your target audience is browsing. You can do this by researching where your immediate competitors are posting, and by asking existing customers where they find information and inspiration. If you’d like to share industry news and information, a platform such as Twitter might be useful, whereas Instagram and Houzz are ideal for showcasing images of your work and client reviews.
Omar highlights the positive aspects of visual platforms such as Instagram. “It helps me to engage with all types of clients and genuine followers who love my designs for their own inspiration,” he says.
Spend time on: Professional photography
One of the most effective ways to market your design business is to build up a visual portfolio of your work. “What’s the first thing you do when you’re looking for information on a designer or project?” photographer Anna Stathaki asks. “You search online – and what comes up immediately are images.”
A few dark, wonky shots won’t be as enticing as beautifully styled, framed and well-lit professional photographs, so it makes business sense to invest in finding a good interiors photographer to showcase your projects at their best.
You can find photographers in your area on Houzz and view examples of their work, as well as client reviews. Do your research with a view to building a long-term working relationship with your chosen professional.
“Social media platforms require constant content updating to properly represent one’s business and brand identity, making a visual medium like photography more important than ever,” Anna says. “Using professional photographers and building a relationship with them is the best way to develop your brand’s online presence consistently.”
One of the most effective ways to market your design business is to build up a visual portfolio of your work. “What’s the first thing you do when you’re looking for information on a designer or project?” photographer Anna Stathaki asks. “You search online – and what comes up immediately are images.”
A few dark, wonky shots won’t be as enticing as beautifully styled, framed and well-lit professional photographs, so it makes business sense to invest in finding a good interiors photographer to showcase your projects at their best.
You can find photographers in your area on Houzz and view examples of their work, as well as client reviews. Do your research with a view to building a long-term working relationship with your chosen professional.
“Social media platforms require constant content updating to properly represent one’s business and brand identity, making a visual medium like photography more important than ever,” Anna says. “Using professional photographers and building a relationship with them is the best way to develop your brand’s online presence consistently.”
Ditch: Trying to do it all
Building your website, reaching out to potential clients and chasing testimonials takes time, so efficient strategies are key for clawing back the hours. Wherever possible, delegate marketing tasks and use online tools to look after things for you.
“I have a freelance marketing manager who takes care of my entire schedule and paid advertisements,” Omar says. “This was the best decision, as I get super-busy with projects and other business-related matters and need one person to manage this for me and arrange all to ensure a seamless social and online presence. I’m still, however, involved in all final decisions and what is actually posted, as all content is provided by me and my team.”
“Houzz Pro does all the hard work for me,” Natasha Burton of NB Interiors UK says. “It lets you target specific areas so you’re seen visibly when clients are searching. The Project Match system is great, as it literally brings leads to you, so you don’t have to go searching for projects.”
You might also like 6 Time-saving Tips to Prevent Admin Tasks Taking Over.
Building your website, reaching out to potential clients and chasing testimonials takes time, so efficient strategies are key for clawing back the hours. Wherever possible, delegate marketing tasks and use online tools to look after things for you.
“I have a freelance marketing manager who takes care of my entire schedule and paid advertisements,” Omar says. “This was the best decision, as I get super-busy with projects and other business-related matters and need one person to manage this for me and arrange all to ensure a seamless social and online presence. I’m still, however, involved in all final decisions and what is actually posted, as all content is provided by me and my team.”
“Houzz Pro does all the hard work for me,” Natasha Burton of NB Interiors UK says. “It lets you target specific areas so you’re seen visibly when clients are searching. The Project Match system is great, as it literally brings leads to you, so you don’t have to go searching for projects.”
You might also like 6 Time-saving Tips to Prevent Admin Tasks Taking Over.
Spend time on: Building trust
It’s a tricky business, hiring a renovation professional. Homeowners want to be sure the person they choose will do a good job, keep stress to a minimum and generally be nice to work with. So how do you convey this about your business before you’ve even met a potential client? By using online platforms to engage in conversations, offer valuable advice and build your reputation as a trusted expert in your field.
“Using Instagram Stories has allowed me to engage with my followers and potential clients in a different way, as I can show the progress of projects and my daily life,” Omar says. “The various options, such as polls and Q&As, have helped me to make key decisions for projects and get others involved in my decision-making process.”
It’s a tricky business, hiring a renovation professional. Homeowners want to be sure the person they choose will do a good job, keep stress to a minimum and generally be nice to work with. So how do you convey this about your business before you’ve even met a potential client? By using online platforms to engage in conversations, offer valuable advice and build your reputation as a trusted expert in your field.
“Using Instagram Stories has allowed me to engage with my followers and potential clients in a different way, as I can show the progress of projects and my daily life,” Omar says. “The various options, such as polls and Q&As, have helped me to make key decisions for projects and get others involved in my decision-making process.”
Ditch: Overselling your brand
If you’re thinking time spent talking about the merits of your firm would be more effective than offering free advice to people online, think again. Overselling yourself can backfire and potentially put clients off. People warm to others when they think they’re being listened to, and if they’ve already got to know you through the advice you offer on discussion pages, for example, you’re halfway there.
If customers already trust your judgement, they’re more likely to take the time to research your website, Houzz profile or social media platforms. And if you’ve taken the time to make these channels look as good as possible, your hard work should pay off.
Displaying awards and testimonials on your platforms is another way to show your value without having to oversell. “For me, great reviews are such a brilliant marketing tool,” Natasha says. “I share the reviews I receive on Houzz on my social media platforms. It helps build a picture of you and your business and offers clarity on what you offer.
“The Houzz awards also help you gain credibility,” she adds, ”which in turn have won me work due to the amount of awards I now have on my profile.”
Tell us…
Which marketing task do you spend most time on? Share your thoughts in the Comments.
If you’re thinking time spent talking about the merits of your firm would be more effective than offering free advice to people online, think again. Overselling yourself can backfire and potentially put clients off. People warm to others when they think they’re being listened to, and if they’ve already got to know you through the advice you offer on discussion pages, for example, you’re halfway there.
If customers already trust your judgement, they’re more likely to take the time to research your website, Houzz profile or social media platforms. And if you’ve taken the time to make these channels look as good as possible, your hard work should pay off.
Displaying awards and testimonials on your platforms is another way to show your value without having to oversell. “For me, great reviews are such a brilliant marketing tool,” Natasha says. “I share the reviews I receive on Houzz on my social media platforms. It helps build a picture of you and your business and offers clarity on what you offer.
“The Houzz awards also help you gain credibility,” she adds, ”which in turn have won me work due to the amount of awards I now have on my profile.”
Tell us…
Which marketing task do you spend most time on? Share your thoughts in the Comments.
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Great advise ! Sometimes due to simple design projects we do not always have an opportunity to take photos because it is private area space abs in feng shui many times it is about energy flow and how it feels to experience the space. Very shuttle changes impacts the feel and I was just wondering is images related to the subject would work.
Have a desirable niche specialty - the clients will search you out.
Interesting vv