If you’re a designer looking for interior design marketing strategies to attract more clients and grow your business this year – I’ve got you.
In this post, I’m breaking down 10 marketing strategies for interior design companies. (In no particular order – except that I saved my favorite and the most successful strategy in my own business for last.)
Every single one is an effective marketing idea that WILL get you traction if you just take action one step at a time. Let’s dive in!
Interior Design Marketing Strategy #1: Content Marketing & Blogging
Pros: This digital marketing strategy builds authority and know-like-and-trust factor, increases website traffic, and the content lives on your own site forever!
Cons: Blogging requires consistent creation of high-quality content, and it can be time-consuming (plan for an average of 3-5 hours to create each post).
Creating content is an excellent way for you as an interior designer to showcase your talent and establish yourself as an expert in the design industry. By creating valuable and engaging content, you can attract potential clients who are seeking inspiration and guidance for their design projects. Modern website platforms like WordPress (my personal fave) and Squarespace make creating blogs a breeze if you’re implementing this marketing plan on your own. Or if you’re short on time, work with a marketing agency specializing in search engine marketing to get your site in the top search results.
Contrary to content that lives only on your social media profiles, which disappears into a sea of forgotten posts, your website content can bring potential clients to your site FOREVER. Throw in the target keywords that you know your clients are searching for, and you’ll dramatically increase your website traffic.
Start by sharing design tips, showcasing your interior design portfolio, and offering interior design ideas and industry trends to captivate your audience.
Interior Design Marketing Strategy #2: Social Media Marketing
Pros: This marketing strategy for interior designers has a wide reach with almost 4 Billion users worldwide and gives you the ability to engage with potential clients for your interior design services.
Cons: Keeping social media accounts fresh requires constantly creating new content. It’s time-consuming (an average of 2-3 hours per day spent on socials), and your content is controlled by third-party platforms like Pinterest or your Instagram profile.
To be honest, this marketing channel is a struggle for me personally because I want you to own and stay in control of alllll of your content. You’re beholden to the Mark Zuckerbergs of the world when you build your empire on these tools alone.
But that said, social media platforms like Instagram, Facebook, and Pinterest is one of the top marketing strategies for marketing your interior design business. You can utilize your social media profiles to showcase your portfolio, share behind-the-scenes glimpses of your interior design services, and connect with potential clients. Many clients looking for an interior designer have been won over by a beautiful Instagram profile.
To succeed with this digital marketing strategy, you’ll need to develop a consistent posting schedule and interact with other design enthusiasts to expand your reach. Creating a solid interior design marketing plan and using a scheduling tool to manage your social media posts can make this feel a little lighter. My favorites are Plann and SocialBee (and yes, 👈 those are my affiliate links).
Interior Design Marketing Strategy #3: Email Marketing
Pros: This effective marketing channel has the highest ROI at $42 for every $1 spent! Email marketing for interior designers helps to nurture relationships with your potential, current, and past clients.
Cons: Marketing through email requires building a quality email list, and you’ll need to be consistent in sending engaging emails.
Email marketing is a powerful tool and one of my favorite digital marketing strategies for interior designers to grow their businesses without needing a huge marketing budget. This is all about building and nurturing client relationships.
Create a monthly newsletter that offers valuable content, design trends, exclusive discounts, and updates on your latest projects. My favorite tools for this are Flodesk (👈 affiliate link) for beginners because it is so easy. Or ConvertKit (👈 affiliate link) for more advanced features for segmenting your audience and automation.
These platforms make it easy to design and automate your email sequences. Send regular newsletters to your subscribers and use segmentation to personalize your messages based on their interests, preferences, and design style.
Interior Design Marketing Strategy #4: Digital Advertising
Pros: Online interior design ads offer specific targeting and immediate visibility.
Cons: They can be expensive, require expertise, and are most likely to bring in cold leads that may or may not be a good fit for your design company.
One proven way to promote your interior design business and reach a broader audience is by investing in digital advertising. Platforms like Google Ads and Facebook Ads allow you to target specific demographics, locations, and interests relevant to your ideal interior design clients.
To make your paid advertising successful, you’ll need to create compelling ad copy and captivating visuals to grab attention. Monitor your campaigns closely, analyze the results, and make adjustments as needed to optimize your return on investment. Generally, you’ll want to engage the help of an interior design marketing agency to assist you with this.
Interior Design Marketing Strategy #5: Outbound Marketing & Lead Generation
Pros: Outbound marketing for interior design companies is a targeted approach that yields higher-quality leads leveraging relationships in your personal and professional network. This is often the fastest way to book your next project.
Cons: Prospecting and following up can be time-consuming and can be intrusive if not done thoughtfully. You’ll also have to be ok with facing rejection from time to time.
Sometimes, a proactive approach is necessary to bring clients to your business. Outbound marketing is when you identify a prospect and reach out directly to see if they might be interested in your interior design services. You can connect via email or message prospects on your favorite social channel.
This marketing tactic can be as simple as sending an email to ask people you know personally if they know anyone who might be looking for help with interior design ideas for their home or directly reaching out to a list of new home buyers.
I personally use this strategy all the time to fill my project schedule. It can be uncomfortable at first, but I’ve found that people in your own circle are often flattered that you asked for help and happy to introduce you to new potential clients. If you take some time to write a few templates for this kind of direct outreach, it feels much easier.
Interior Design Marketing Strategy #6: Search Engine Optimization (SEO)
Pros: A solid SEO plan drives organic traffic to your website and boosts your online presence.
Cons: SEO best practices require ongoing optimization, monitoring, and expertise to see results.
Search Engine Optimization (SEO) is the practice of optimizing your website to rank higher in search engine results. There are several technical pieces of the Google puzzle that you may want to find a good SEO specialist to help you with (I know a gal! 😘). I won’t bore you with those technical details. Just know that having a properly built, Google-friendly website makes a difference in getting your business found in the digital age.
The other important piece here is your Google My Business profile. This is how you show up in Google Maps and local search results, which is obviously really important when your future clients are searching for interior design and home services right in your hometown.
There are many things we can do to optimize your Google My Business page, but the most important is reviews. Which brings me to my next marketing tip…
Interior Design Marketing Strategy #7: Collecting Client Testimonials & Reviews
Pros: 93% of consumers say online reviews impact their purchasing decisions, and using the words of your happy interior design clients provides powerful social proof.
Cons: For this marketing plan to work, you must have a process for consistently gathering and maintaining up-to-date client feedback.
Are you asking your clients for feedback throughout your design process? Are you requesting a testimonial and/or review at the end of the project? If you’re not, you should be!
One of the best ways for designers to showcase their work is through the words of their happy clients. Leverage the power of client testimonials to build trust and credibility. Potential clients value the opinions of others. When it comes to luxury services like interior design, genuine testimonials can make a huge impact on their decision to hire you or not.
Make sure you are taking full advantage of your testimonials by sprinkling them everywhere you appear online. Use them in your website design, in your social media account profiles, and in your posts.
I especially love to encourage my clients to tell the story of their interior design projects in their digital portfolio by using case studies. Talk about the transformation you created, highlight the problems you solved, and help your potential clients get a feel for what is possible for them when they hire YOU. Put all of that evidence next to your stunning interior design photos, and your portfolio begins to sell for you.
If you’re asking for and collecting Google Reviews – amazing! This has a big positive impact on your ability to rank higher in local search results when your future clients are actively searching for interior design in their area!
Interior Design Marketing Strategy #8: Referral Programs
Pros: A referral program leverages word-of-mouth marketing and incentivizes existing clients to refer new design clients.
Cons: You’ll need a plan for your interior design referrals, including promoting and tracking the program. Though it’s very effective, this approach to marketing for interior designers may take time to produce results.
Word-of-mouth referrals are probably the most powerful marketing tool for interior designers. When you provide exceptional service, and your design work creates the outcome your clients are hoping for, you can encourage your clients to share their positive experiences and recommend your services to family, friends, and colleagues.
Consider creating a referral program that offers discounts on future projects or exclusive perks. This doesn’t have to be fancy! Just ask!
I love to help my interior design clients develop an offboarding process where an email is sent after the project is complete to ask for reviews and referrals. This can be as simple as including this paragraph –
“I want to let you know about my referral program! I offer [whatever the incentive is] as a thank you when your friends and family book a project with me. Working with you was a dream, and I would love to find more clients just like you! Do you know anyone who might need some design help?”
This is a wonderful way to get more of the type of clients you want to work with!
Interior Design Marketing Strategy #9: Local Advertising
Pros: Local ads are highly targeted with visible results.
Cons: Local ad placements can be very costly and have a limited reach compared to digital channels. It can also be difficult to measure return on investment.
Digital marketing is all the rage, but we shouldn’t underestimate the power of local advertising to connect you with potential clients right in your own town. You might consider placing ads in local newspapers, magazines, or TV channels to raise awareness of your interior design services.
If you choose to pursue this strategy for your interior design firm, make sure your marketing materials incorporate compelling visuals to grab attention. This traditional approach to marketing allows you to target a local audience who may not be actively searching online for interior design services.
Just know that you may need a handsome budget to see marketing success with this strategy.
Interior Design Marketing Strategy #10: Networking & Collaborations
Pros: This interior design marketing plan is all about building relationships with design industry professionals and expanding your reach through strategic partnerships.
Cons: Requires time and effort to attend events and nurture connections.
Many designers generate leads by forming partnerships with other complementary businesses like real estate agents, architects, builders, and contractors. You can find these valuable relationships by becoming an active member of your local business network. This will help you establish yourself as the go-to interior designer in your area and create opportunities to collaborate on design projects with other professionals in the design community.
Similar to outbound marketing, the fortune is in the follow-up here. Take the time to send a note or an email when you meet someone new in your industry. Check in from time to time to ask if there’s anything you can do to help.
Shaking hands and exchanging business cards at an industry event is not enough to see the benefit of this approach. You must take the time to actively invest in the relationship to see this work for your business.
For my own business, no marketing tool can compare to the value of real, genuine human connection and a sincere desire to help others. Building relationships is my favorite “marketing platform” of all.
A few final marketing tips for your interior design business:
If you’re new to marketing, a list of ten strategies may feel totally overwhelming. You do not (SHOULD NOT) try to implement them all. Here are three things I want you to keep in mind in your marketing plan.
- Choose ONE to work on consistently: Dedicate yourself to taking action on a single strategy every week.
Choose what feels most aligned with YOU. What comes naturally? What sounds fun? Consistency is the key to achieving success, and you will be 100X more consistent when you’re doing something you enjoy. - Embrace the power of the niche: Ever heard that saying, “If you’re speaking to everyone, you’re speaking to no one?”
Tailoring your marketing messages to appeal to the needs of a specific audience can help you really stand out as the go-to designer for that group of potential clients. (This doesn’t mean you can’t do other design work. You’re just not going to talk about it in your marketing.)
Maybe it’s sustainable design, luxury homes, commercial spaces, or vacation rentals – focusing on a specific area allows you to distinguish yourself as the expert. - Track and analyze your marketing efforts: Utilize tools like Google Analytics, social media insights, and CRM (Client Relationship Management) systems to track what is working.
Just make sure you’re asking clients how they found you! This data will help you identify what’s working and what needs improvement, allowing you to refine your plan and maximize your return on investment.
When to consider working with a marketing agency
Here are a few signs it may be time to hire some marketing expertise:
- You know you’re out of your element. You don’t have the foundational knowledge you need to create a plan, and you don’t care to learn.
- You don’t have the time to market consistently. You’re busy serving your clients and creating new designs.
- You’re spending a lot of time and energy, but you’re not seeing results.
- You don’t enjoy it. Writing copy, graphic design, and the other tasks associated with marketing feel frustrating.
- You want to expand your efforts to add a new marketing strategy or channel.
- Your business growth has stalled.
Remember, effective marketing takes time and effort, but the results are so worth it. Pick one strategy to try this week! And if you need some guidance, set up an intro call with me! I’d love to help you create a plan for your marketing needs!
