How to Build Momentum, Streamline Processes, & Grow Your Interior Design Business

Marketing
How to Build Momentum, Streamline Processes, & Grow Your Interior Design Business

Juggling your marketing activity and interior design projects is no walk in the park. You want to grow your business, but carving out time to keep your social media channels alive while engaging clients means working longer hours and spending less time on what you're truly passionate about: designing beautiful homes!

Brand transformation is only possible with a clearly defined growth strategy, producing engaging content, and streamlining your processes to improve your services. But, like many interior designers - you might lack clarity with what to post or how to build strategies that make marketing easier and more effective. 

If you're nodding your head and thinking, "yes, that's me!" then we're so glad you're here because we know this blog will truly help you. If you want to learn how to win more of your dream clients, create awesome content, and design time-saving processes that take the tediousness away from marketing, it's all here for you. Let's go! 

Build a Goal-Based Growth Strategy

First, let's talk about your growth strategy. This is where you'll think strategically about what you want your brand transformation to look like and how you will achieve it. 

We believe there are three steps to every growth strategy.

1. Brand Positioning 

This phase is all about understanding your superpowers and how to leverage them to attract your dream clients. What do you do that others cannot? 

2. Brand Assets 

Designing assets is key to telling your brand's unique story and connecting with your ideal clients. These assets include everything from your website and logo to your social media channels and email newsletters. 

3. Marketing Activity 

Once your brand positioning and assets are aligned, you can then build and improve your marketing processes as your business grows (more on this later).

Align Your Growth Goals With Your Marketing Strategy

Think about what growth you'd like to achieve and within what timeframes. This will help you get real about how much time and money you'll need to invest.

For example, if you want significant revenue increases, you'll need to work smarter to land higher-end clients and larger projects. Or maybe you're generally happy with where you're at and want to maintain visibility; in this case, your investment will be smaller. 

Now, look at your leading and lagging indicators. Your leading indicators are looking ahead at what you need to do to achieve the growth you're after. This could be making more sales calls to potential interior design clients or investing in more marketing campaigns. 

Lagging indicators are looking backward at your success. Typically this is your revenue and growth so far. Understanding these performance indicators will help form the foundation of your growth strategy. 

Create Marketing Momentum With Engaging Content

Now that you've established your goals and decided what's realistically needed to reach them, it's time to build trust with your audience with highly valuable interior design content. Knowing what to post and how to connect with your prospects is half the battle, creating systems for that content is the other half. 

We've put together guides for creating better content processes and have some practical frameworks for interior design content your prospects will love to get you started. 

Streamline Content Creation

There's a wealth of tools out there to make creating and posting content so much quicker. When you automate a large chunk of your workload, you'll have more time to focus on building your business, which is what we all want! Here are our top tips for optimizing your content process: 

  1. Repurpose content you already have rather than creating new posts from scratch.
  2. Use a notes app like otter.ai to turn voice notes into written ones. These could be while you're chatting with a client about their project or those bright ideas that come to you late at night. 
  3. Set up a cloud-based file management system like Google Drive so you can quickly take photos on-site and automatically upload them into organized folders. 
  4. Create a content calendar to preplan your posts for the week or months ahead. 
  5. Use social media scheduling software like Loomly so you can upload your posts for the month and schedule them to go live when you want. 

Post Content for Every Stage of the Sales Funnel

Consider the fact your prospects are all at different stages of the sales funnel, which are: awareness (top), consideration (middle), and action (bottom). By creating content that speaks to each audience segment, you're helping move them towards the stage where they finally take action with you. Let's break down what type of content prospects are looking for in each stage of the funnel:

Awareness

Prospects in this stage are looking for a solution to their interior design problems and seeking information to help them make a decision. For this stage, you want content that builds awareness about your brand and what services you offer. 

Consideration

Here, your prospects are evaluating your services and comparing you with competitors. This is where you'll teach your target clients how to come to a decision and choose the right business for them. 

Action

Your prospects are now in the final stages of their decision-making process. This is your opportunity to nail down exactly why you're the best option for them and highlight your unique selling points. 

Get Inspired With These Great Content Ideas

The best content tells a story. What stories do you think your target audience will connect with? What problems have you solved in the past that they're looking for solutions for? Build trust with them by showcasing who you are and how you can help them. You can use these content ideas across all your marketing assets, including blog posts, email newsletters, website copy, webinars and podcasts. 

  • Project case studies 
  • Stories about past projects
  • Before/after photos
  • Installation photos/videos 
  • Problems you solved
  • Common questions 
  • New trends and products
  • Product selection tips
  • Tips for space planning
  • Styling tips
  • Process checklists
  • Testimonials & reviews
  • About you and your team 
  • Awards and media appearances

Social Media Post Ideas 

For social media posts, in particular, here are our top tips for interior design businesses: 

  • Post engaging images and captions (projects, behind-the-scenes, educational content, quotes, videos, and personal content) 
  • Use hashtags wisely (make them relevant and specific to your niche) 
  • Tell stories about current and past projects
  • Post project images more than once (this makes your projects go further)
  • Partner with influencers and brands for a wider reach
  • Use software to schedule your content
  • Post when your followers are online and respond to comments

Write Case Studies That Win Your Prospects Over 

It's no secret that well-written interior design case studies that tell the story of an incredible before and after transformation build a ton of trust and are a great tool in your marketing kit. They help your audience visualize you solving their problems through the lens of similar projects completed. So to help you create a winning case study, we've developed an easy-to-follow framework:

Project Type

  • Client type/name
  • Name of project
  • Size of project

Images 

  • Photos that best represent the problems you've solved
  • Make sure to include before, during and after photos 

Problems

  • How things were before
  • What problems you were trying to solve
  • What your client's dream result was

Solution

  • What you did for them
  • The problems you solved
  • Your vision for the result

Results

  • How your client felt about the result

Call to Action

  • The action you want someone to take after reading the case study, i.e., "Get in touch," "Schedule a call" etc. 

Time to Streamline and Save Time

The best way to transform your brand into the one you've always dreamed of is by investing in time-saving processes that free up more hours for improving your services and adding value. 

Investing in software and systems that speed up or automate repetitive tasks are almost always going to save you time and money in the long run. 

Key Processes to Put in Place

Every interior design business should have these fundamental processes in place to get tasks done faster, push your brand transformation forward, and streamline your business: 

  • Cloud-based storage like Google Drive for managing project files
  • Process for creating content and posting online
  • Client onboarding and offboarding process
  • Sales pipeline process 

Marketing & Sales Software

Optimize your marketing and sales process with tools specifically designed to turn cold leads into long-term clients faster than you can manually. Long gone are the days of cold calls and typing out email after email. Now you've got a world of digital data and software to take advantage of to make marketing that much easier, like: 

  • Online calendars for scheduling meetings
  • CRMs to collect and segment leads
  • Email & text marketing applications
  • Social media scheduling tools
  • Integration software to help different tools connect
  • Online file storage 

Business Software

Without business software, you might end up wasting time sifting through documents for information, and things are bound to fall through the cracks. Having these essential business streamlining tools in your arsenal will ensure you're not working harder than you need to:  

  • Online meeting software like Zoom
  • Project management software like ClickUp
  • Proposal software like Proposify
  • Online bookkeeping like Xero
  • Accept credit cards online
  • Password software like LastPass

Templates and Questionnaires 

By using templates, you can spend less time writing repetitive emails from scratch and more time focusing on high-level tasks. Keep these templates in organized folders so you and your team can easily copy and paste them as needed. Here are some examples:

  • Follow up email & text message templates
  • New lead or client questionnaires
  • Email template with a calendar link for scheduling a meeting
  • Appointment/online meeting confirmation
  • Proposal templates
  • Client onboarding templates
  • Google review email template to collect more testimonials

Automation Types 

There's nothing more cost-effective and stress-relieving than automations that work away in the background while you get on with more pressing issues. There are several automations you can implement to help streamline your business. Some examples are: 

  • Appointment email & text confirmations & reminders
  • Online calendar appointments automatically added to your calendar
  • Website form email confirmations & follow-ups
  • Post-purchase follow-up emails
  • Automatically add new clients to CRM and invoicing software
  • Automatically send new email subscribers your latest newsletter

Integration Options 

Integrations are when you connect different software or tools together. It's like they're speaking to each other to perform certain actions. For example, this could be connecting your CRM with your marketing software to direct specific ads to particular audience segments. 

  • Online calendar and your website
  • Website form and your CRM
  • CRM and your sales pipeline
  • CRM and your project management software
  • CRM and your proposal software
  • CRM and your bookkeeping software
  • Website and project management software (design packages)

Keep Working on Your Processes 

Every business changes as you grow, and so too should your processes. This could be as simple as updating your calendar depending on your availability or creating a new email automation to reflect your new sales process. 

If a process is outdated, you'll end up reverting to the manual way of doing something, and you're back to square one. Performing regular check-ins helps you get ahead of any changes you need to make to keep everything in working order. 

Begin Your Brand Transformation Today 

We hope you've found our guide to building momentum, streamlining, and growing your business helpful and have plenty of content inspo get you started! If you're an interior design professional who needs help building processes to streamline your marketing activity and free up more time, you're in the right place. 

We help interior design professionals transform their brands to attract dream clients, sell projects for more, stay current online, and get their time back with automated systems. Book a free 15-minute consultation and discover how your newly found clarity can help you attract more high-quality clients.

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