Marketing in the world of home and design demands more than just stylish aesthetics. It requires a sturdy foundation of messaging, multi-channel engagement, and a robust PR strategy.
In 2024, these core principles are more relevant than ever. The “Future of Marketing for Designers” panel at High Point Market offered invaluable insights on modern marketing from the pros. Let’s take a look at some of our favorite takeaways:
Photography: Capturing the Full Design Process
Tori Sikkema of Tori Sikkema Photography emphasizes documenting the entire design journey through branding and interior photography.
“As designers, you influence so much,” said Tori. “Show people that story — not just the finishing touches, but all the layers.”
From architect plans to lighting details, photography captures a comprehensive view of a designer’s impact throughout a project.
“Branding sessions that showcase your role from start to finish are key for standing out,” Tori emphasized.
This approach enhances audience connection by revealing the depth and breadth of your influence.
Rather than posing overly perfect shots, focus on authentic lifestyle photography that looks polished. Find the balance between realistic and refined.
Molly Schoneveld of design and luxury lifestyle PR firm The Storied Group also noted the shift towards authentic lifestyle photography in editorial preferences and the importance of genuine imagery for publicity.
“Editors don’t want perfect shots anymore,” said Molly. ”They want homes that feel lived in but still look good. It’s a tough balance to strike, but authentic lifestyle photography is a must for getting publicity.”
Digital Marketing: Broad Reach and Measurable Impact
Michelle Peranteau from business development and advisory firm Katie Brockman & Co. advises focusing on digital platforms for their extensive reach and measurable results.
“The digital footprint leaves a greater impact than print now,” said Michelle. “Online features become searchable, directing traffic to you long-term. Plus, you can quantify the influx of visits and engagement.”
Prioritize cultivating an influential digital presence over print publicity to maximize and track your audience over time.
“Digital should be a priority over print to extend your reach.”
Master One Social Platform
Our very own Jennifer Smiga suggests mastering a single social media platform for consistent growth. This allows you to work the algorithms to your advantage.
“Focus on where you fit best and can sustain an active presence rather than spreading yourself thin,” said Jennifer. “Whether it’s Instagram, TikTok, or Pinterest, choose one to really learn inside out and keep up with regularly versus jumping between apps.”
Pick the platform that best resonates with you and your audience. Consistency is crucial for expansion and algorithm favorability. Depth beats breadth in social media.
“The algorithms —and your audience — want to hear from you and hear from you regularly,” she added.
Build Your Brand Through Storytelling
Event moderator Ericka Saurit helps interior designers and home furnishings manufacturers perfect their brand storytelling through her agency, Saurit Creative. She advises articulating your unique perspective consistently. It’s not just about your services but also what makes your brand distinct.
“The storytelling has to be consistent,” said Ericka. “Focus on articulating what makes you different from another interior designer. You have to craft a story that resonates with those clients.”
Convey what sets you apart — your background, approach, and philosophy. A compelling brand story resonates with clients and sets you apart.“And make sure all of your marketing collateral is coherent, branded, and holds up to what the referrals said about you,” added Franziska Neumann, owner of digital agency FZK Franziska.
Optimize Content for SEO
Molly Schoneveld notes publications now optimize content for relevant search terms as SEO drives traffic and revenue.
Jennifer Smiga agrees. “Update your website with targeted expertise content to attract ideal clients and boost SEO,” she said.
Regularly publish niche content that engages followers and improves search visibility. Let your distinct perspective shine.
In summary, impactful marketing for interior designers requires consistently conveying your brand’s uniqueness across channels. Leverage targeted content, engaging storytelling, and a personalized platform mix to connect with clients.
Learn how ultraviolet can help take your marketing strategy to the next level. Contact us today.