Marketing is complex – and it doesn’t get less complex in the future. The good news is that our industry is highly marketable because the amazing designers, decorators, and architects make people’s dreams come true – and the end results are highly visual.
However, many interior designers don’t know how to effectively market their services and products. In this article, I have collected the most common interior design marketing mistakes based on my work with designers globally, and of course: how to fix them!
In this article, you’ll learn
- what are the most common marketing mistakes interior designers make
- how to avoid them
Let’s dive in!
The Common Interior Design Marketing Mistakes
As an interior designer, marketing your services can be a challenging task. With the rise of social media and online platforms, it’s essential to have a strong marketing strategy to attract potential clients and stand out from your competitors. However, many interior designers make common marketing mistakes that can hinder their success.
Whether you’re a seasoned designer or just starting, these tips will help you improve your marketing efforts and grow your business.
Interior Design Marketing Mistake #1: Undefined Target Audience
You’ve heard it before, and here it is again: the number one marketing mistake interior designers make is not to define their target audiences. This means: they are trying to attract anyone, and do it anywhere.
Defining your target audience is critical for interior design marketing success because it helps you tailor your marketing efforts to reach the right people. Without a clear understanding of who your ideal client is, you may end up wasting time and resources on marketing strategies that don’t resonate with your audience.
By defining your target audience, you can create a marketing plan that speaks directly to their needs, desires, and preferences. For example, if you specialize in designing luxury homes, targeting high-net-worth individuals with sophisticated tastes in interior design would be more effective than targeting budget-conscious homeowners.
In practise: do not show DIY tips on your Instagram if you want to attract high-end clients!
Moreover, defining your target audience allows you to differentiate yourself from your competitors. It helps you position your brand in a way that appeals to your ideal clients, making it easier for them to choose you over other interior designers.
How To Fix This
Take some time to hone in on your ideal client profile. While you’re at it, identify the other key personas too! This training will help you: Identify The 4 Key Personas That You Need To Make Your Business A Success
Interior Design Marketing Mistake #2: Focusing Too Much on Aesthetics
Focusing too much on aesthetics can be a marketing mistake for interior designers because it can limit your appeal to potential clients who are looking for more than just a visually pleasing space. While aesthetics are undoubtedly important in interior design, they are only one aspect of the overall design process.
If you focus solely on aesthetics, you may overlook other critical elements of interior design, such as functionality, comfort, and sustainability. For example, a beautiful chair may look great in a showroom, but if it’s uncomfortable to sit in, it’s not a practical choice for a client’s home or office.
If you focus too much on aesthetics, you may end up creating designs that are not aligned with your client’s needs and preferences.
Your clients may have specific requirements, such as accommodating a large family, creating a pet-friendly space, or incorporating specific cultural elements.
If you prioritize aesthetics over functionality and personalization, you may miss out on opportunities to create spaces that truly meet your clients’ needs.
How To Fix This
Identify the true value of working with an interior design professional, and what it means to your clients. Then make sure you educate your potential clients on the value.
Your clients need to understand that your work is way more than selecting pretty items for the home – but if you don’t explain that, they might not quite comprehend… they are not professionals in interior design, after all!
Here’s a downloadable guide you can use in your marketing: Guide to Hiring an Interior Design Professional – Design Pro Business Tools
Interior Design Marketing Mistake #3: Neglecting Online Presence
Neglecting your online presence can be a significant marketing mistake for interior designers.
In today’s digital age, having a strong online presence is critical to reaching potential clients and growing your business.
Here are some reasons why:
- Online presence helps you reach a wider audience: With the help of social media, blogs, and websites, you can reach a much larger audience than traditional marketing methods. By creating a strong online presence, you can showcase your work to potential clients who may not have heard of you otherwise.
- Online presence builds credibility: A well-designed website and active social media accounts can help build credibility and establish your brand as a professional and reliable interior design service provider.
- Online presence allows for easy communication with clients: By having an online presence, you can easily communicate with potential clients and respond to their inquiries. This can help build trust and establish a good relationship with them.
- Neglecting online presence can make you lose out on potential clients: If you do not have an online presence, potential clients may not be able to connect with your values and may choose to work with a competitor instead.
How To Fix This
Identify the platforms you want to use in your online marketing, and get it going. Do it messy – you’ll learn more while you do it. The key is consistency, so start today, and keep it up!
Interior Design Marketing Mistake #4: Not Showcasing Your Previous Work (The Right Way)
Not showcasing your previous interior design work can be a significant marketing mistake for interior designers. Here are some reasons why:
- It limits your ability to showcase your skills and expertise: Your previous work is a reflection of your skills and expertise as an interior designer. By not showcasing your previous work, you are limiting your ability to demonstrate your capabilities to potential clients.
- It can make it difficult for potential clients to visualize your work: Potential clients need to see your previous work to understand your style and aesthetic. By not showcasing your previous work, you make it difficult for potential clients to visualize your work and may lose out on potential business.
- It can make you appear less professional: Not showcasing your previous work can make you appear less professional and experienced in the eyes of potential clients. They may question your skills and expertise and choose to work with a competitor who has a more impressive portfolio.
In summary, not showcasing your previous interior design work can be a significant marketing mistake for interior designers. But, there’s the right and wrong ways to showcase your work. (or not necessarily wrong, but ineffective)
How To Fix This
Use one of the oldest principles of marketing to leverage your previous client projects.
The Effective Way To Showcase Your Work is…
… through storytelling! Tell stories about the transformations you make, and what it means for your clients. Interview your clients, and use the interior design client stories to build your social authority.
The Ineffective Way To Showcase Your Work is…
… just slapping a portfolio on your website and not engaging people in it.
Interior Design Marketing Mistake #5: Not Having a Clear Call-To-Action
Not having a clear call-to-action (CTA) can be a significant marketing mistake for interior designers.
A CTA is a statement that encourages potential clients to take a specific action, such as contacting you for a consultation or visiting your website for more information.
Here are some reasons why not having a clear CTA can be a mistake:
- It can confuse potential clients: Without a clear CTA, potential clients may not know what action to take next. This can lead to confusion and frustration, and they may choose to work with a competitor who has a clear CTA.
- It can make it difficult to measure the success of your marketing efforts: A clear CTA allows you to track the success of your marketing efforts. Without a clear CTA, it can be challenging to determine how many potential clients are taking the desired action, such as contacting you for a consultation.
- It can make your marketing efforts less effective: A clear CTA can help motivate potential clients to take action and move forward with your services. Without a clear CTA, your marketing efforts may be less effective, and you may miss out on potential business.
You need to ask your clients to take action. I know it sounds so simple, but without you asking them to take the next, and guiding them on what the next step is, you’ll lose many of them.
People don’t want to spend time on figuring out whether you are the right designer for them, and how to do business with you. Make buying from you simple!
How To Fix This
Make sure your website is up-to-date, modern, and has all the key elements a professional interior design website needs to have. And use your CTAs everywhere: social media, email newsletters, and on every page of your website!
Interior Design Marketing Mistake #6: Not Having Your Own Branded Newsletter (Don’t Call It a Newsletter Though)
A newsletter is critical for interior designers because it is an excellent way to stay in touch with potential clients and build relationships with them. Here are some reasons why:
- Newsletters allow you to showcase your expertise: A newsletter is an excellent way to share your knowledge and expertise with potential clients. By providing valuable information about interior design trends, tips, and techniques, you can establish yourself as an expert in your field and build trust with potential clients.
- Newsletters keep you top of mind: By sending regular newsletters, you can keep your brand top of mind with potential clients. This can help you stay ahead of the competition and increase the likelihood of being contacted when potential clients are ready to hire an interior designer.
- Newsletters allow you to showcase your work: A newsletter is an excellent way to showcase your previous work and give potential clients a sense of your style and approach to interior design. This can help you attract clients who are looking for a specific aesthetic or design style.
- Newsletters allow you to personalize your marketing efforts: By segmenting your email list and sending targeted newsletters, you can personalize your marketing efforts and provide information that is relevant to each recipient’s needs and interests. This can help you build stronger relationships with potential clients and increase the likelihood of converting them into paying clients.
But, let’s not call it a “newsletter”
People don’t want your “news” unless you’re a news agency. You need to come up with a better way to generate leads online.
Create your own branded email experience, a concept that comes out regularly. And then add a gift that you use to get people to your email list.
How To Fix This
Make sure your website collects leads. Here’s a great course on how: Lead Generation For Interior Designers
Interior Design Marketing Mistake #7: Not showcasing Their Personality and Unique Brand
People buy from people, they trust (or don’t) people, and particularly in the industry where you get access to their deepest secrets – you need to show your personality in your marketing!
Showing personality in marketing is important because it helps you connect with potential clients on a personal level. Here are some reasons why:
- It humanizes your brand: By showing personality in your marketing, you can humanize your brand and make it more relatable to potential clients. This can help build trust and establish a connection with them.
- It helps you stand out from the competition: In a crowded market, showing personality in your marketing can help you stand out from the competition. By showcasing your unique style, approach, and personality, you can differentiate yourself from other interior designers and attract clients who are looking for a specific aesthetic or design style.
- It makes your marketing more memorable: Showing personality in your marketing can make it more memorable and impactful. By creating a memorable impression, you increase the likelihood of potential clients remembering your brand and reaching out to you when they need interior design services.
- It helps you attract the right clients: By showing personality in your marketing, you can attract clients who are a good fit for your services. For example, if you have a fun and quirky personality, you may attract clients who are looking for a more lighthearted and playful approach to interior design.
- It makes people trust you: When they get to know your personality before they hire you, they will connect with you on a deeper level, which in turn helps them to develop trust in you.
How To Fix This
Make sure your marketing voice has a personality!
Are You Making Any Of These Common Interior Design Marketing Mistakes?
If you identified yourself in any of these, don’t worry – they are very common and best of all: easy to fix! If you need help, check out our business training courses for interior designers, architects, decorators, and home brands!