There’s a saying that goes, when you love what you do you’ll never feel you have to work a day in your life. Interior design content marketing is very similar. When you create pieces of content that talk to your ideal customer, service their needs, solve their problems and align with the way that they want to live their lives, you’ll stop feeling like your spinning a sales pitch and start feeling like your having conversations.
What is Interior Design Content Marketing?
These days there’s so many choices in the way that people purchase the things they want in their homes. Buyers want to support brands that align with their lifestyle. This means speaking to them about more than just the actual product or service on offer.
Here is where what makes your business unique really comes into play. Content marketing is an opportunity to tell your story by communicating with your customer. Using multiple marketing channels both online and in the real world.
There are two really important aspects to this.
- what you communicate
- how you deliver that communication for the best impact
Communicating with Great Content
To do this you first of all need to define your ideal customer and speak to them in their language. Think about who they are and how you can help them. The more you can hone in on this the better you will be able to communicate with them.
Determining your ideal client is one of the cornerstones of your overall marketing strategy. Get this right and the results will drive success across all of your business activities. Feel free to hit the contact button if you need some help with this
Let’s look into this in a bit more detail.Whilst you may think your ideal customer is just anyone who wants beautifully co-ordinated interiors, the latest trends in furniture or a new kitchen, we really need to dig deeper.
Instead, think in terms of…
- where they live
- their profession
- what their income is
- their age and life stage
- do they have children
Then think about things like…
- their personality
- how they spend their time
- do they enjoy activities or sports
- are they interested in arts
- how concious are they about sustainability and environmental impact
- do they spend a lot of time at home
Now when it comes to creating content such as writing a blog post or creating a piece of video, you now have some options. You could simply talk about designing a new kitchen, that would be a piece of content. However, depending on your ideal client you could write, for example, about kitchen design ideas for a family in a large detached house in a leafy suburb. Or what about kitchen design ideas for a busy professional couple who work from home in a small city apartment.
Delivering Stories Across Multiple Platforms
Now when it comes to how to create and present your content you have multiple options. Blogs and videos are usually the most popular forms of content. Other things you might like to try are creating lead magnets and ebooks or webinars. As well as pre-made video content try live appearances through social media such as IG live video. If you’re stuck for ideas take a look at this blog post on 35 ideas for interior design blog posts to get you started. As well as blogs, many of these ideas could also be translated into video content too.
Once you’ve created your blog post or video you need to get it seen by as many people as possible by sharing it through
People often ask me how to grow on instagram and other social media and the answer is really simple. Keep showing up with great content your audience loves.
Having a regular supply of great pieces of content makes you visible on social media. It gives you another good reason to show up and grows your audience.
Remember that people consume content in different ways. For example, some might prefer scrolling Instagram to read blogs, so to start with you’ll want to hedge your bets and create content across multiple platforms.
As time goes on you’ll discover which are the most popular with your particular audience. This will determine where you should focus your efforts. Again knowing your ideal audience also helps here.
If you haven’t done the research to profile your ideal customer how do you know where they consume most of their content?
Invest in expertise
Here at My Deco Marketing we regularly create content campaigns through social media and paid advertising. Knowing how to target your ideal client firstly by creating content that makes an impact, then following through by sharing content both organically and with well targeted paid search and social media.
Precise targeting results in more cost effective campaigns which reach more of your core audience.
Interior Designer or Design Blogger?
Too often I see designers who fall into the trap of taking their inspiration from interior design bloggers and content creators. This can be a bit of a novice pitfall and here’s why. The best content creators produce beautifully presented blog posts and videos that usually showcase other people’s products and services.
They work hard on driving traffic to their sites. However for the most part that’s all they have to do. Before succesful influencers post anything on their site or social media channel they’ve usually been paid for it.
As a designer on the other hand you have to work twice as hard. Firstly you must produce the attractive content that get’s eyeballs on your business. Secondly, you need to make sure it persuades them to make the leap from viewer to the consumer.
It’s true that content creators do use their influence to persuade people to click the buy link. However, the product or service on offer is usually a much less considered purchase than thousands of pounds of interior design services.
Showcase your Expertise
Think of your content marketing as part of your customer journey in building your relationship together. Avoid creating a magazine style look book of images for them to simply source inspiration from. Someone who is preparing to spend thousands on a design project will be more interested in aspects of your service delivery, expertise, specialist product knowledge as well as connections with trusted trades and problem solving skills. This is the kind of knowledge sharing that will raise the bar on your content – and most of all it’s all unique to you.
It takes time and consistent effort (see tip 2 below) to position yourself as an expert authority that people will trust. Think about this as part of your content strategy planning. I’m afraid if you are expecting someone to pick up the phone after you post your first blog you’ll more than likely be sorely disappointed. However, it has happened to one of my clients – see the testimonials at the bottom of the page!
Interior Design Content Marketing tTips for Success
Finally here’s a round-up of my tips for success for your content marketing strategy
- Know your customer
- Be Consistent
- Create content across multiple formats
- Promote your content effectively
- Collaborate to create great content
- Monitor your results to define what your audience likes
- Rinse and repeat
My Deco Marketing works with interior designers and home decor brands to create highly engaging content that drives traffic, making your business visible and generating leads. Contact us if you’d like to find out more about how we can work together on your interior design content marketing strategy.