As an interior designer, you are used to working with a physical space with the goal of creating something functional and beautiful. But are you fully utilizing the virtual spaces that have become an increasingly important part of our world?
The digital realm offers a sometimes-dizzying array of marketing tools – with so many platforms available, it can be difficult to know where to place your time, effort and budget. The shift to digital has ushered in new, responsive marketing practices. For those in the design industries, image-based social media platforms, such as Pinterest or Designspiration offer an ideal solution. Boasting 96 Million users in the US alone with a high sales conversion rate, digital mood-board platform Pinterest is the largest and most versatile platform to specialize in image search. Using these platforms effectively can allow your work to reach the eyes of new clients via an organic social media experience. Not sure how to get the most from Pinterest marketing? We’ve put together some ideas to get you started.
Build a Portfolio
“Show, don’t tell.” – this adage is particularly relevant when considering how to market a visual medium. Pinterest allows you to showcase your portfolio in a way that is convenient for potential and current clients to browse, and so it is worth taking some time to curate your work and present it in the best way possible. A stunning portfolio is the bedrock of an interior designer’s online marketing presence as it establishes your ability to recognize and create aesthetically pleasing spaces and draw attention to details that set you apart from hobbyists. Ensure that your images are well-lit and in high-resolution, as this not only provides maximum clarity, but sends a clear message of professionalism.
A portfolio pinboard doesn’t have to replace your website portfolio, but it can be a great companion to it. Placing your portfolio on social media instantly makes it more discoverable and shareable, giving it the potential to reach a wider client base and even go viral. You can also link back to your website with the basic Pinterest account or link content directly using the Pinterest business account feature. Clever use of keywords and hashtags can further increase your portfolio’s reach, so it’s worth spending some time crafting accurate tags to unlock Pinterests sophisticated search features.
Use Concise Descriptions & Utilize Ads
Descriptions play a vital part in helping you reach your audience. They help search engines (and their users) find and categorize your images as well as introduce your “voice” and thereby establish a first impression of you. Although Pinterest allows descriptions with a limit of 500 characters, Pinterest marketing should rely on visuals, so the more concise your descriptions the better – aim for 200 characters or less to avoid overwhelming potential clients.
If you’re serious about spreading your net far and wide, you’ll want to invest in ads. On Pinterest, ads work on a pay-per-click (PPC) basis, meaning that you only pay when a user clicks on your ad. When you choose to place an ad, demographic targeting features will allow you to promote your brand based on factors such as location, language, age, and gender.
Share the Love
One of the wonderful things about the social media age is the transparency it allows for. Why not utilize this by giving your followers insights into your creative process and inspirations? By sharing parts of your process and procedure, you can build trust. Pinspiration boards are a great tool for this, and they can also be used to showcase the work of your team members, collaborators, peers, and influences. Nobody exists within a vacuum, and sometimes the best way to bring awareness to your own brand is by showing a solid understanding of the collaborative nature of design work, and by acknowledging others in your field.
Know Your Audience
Social media, in comparison to a static website, allows for much more interaction with your followers. But what type of clients do you attract? What are their needs and what type of aesthetics do they value? As with any type of marketing, it’s important to know your target audience and to know who will see your boards and pins- potential clients, the public, peers and competitors. Although you can find out a lot simply by looking at who your followers are, the paid version of Pinterest has a metrics feature, only included in the (paid) business accounts, but might provide vital information if you are starting out or want more in-depth information to find who your audience are.Make sure you curate your online presence with them in mind.
Get Pinning!
Pinterest marketing, and other social media that allows you to present your portfolio, are powerful tools to boost your brand and connect to the wider world of design. Give your business new reach by curating your digital space by using keywords, hashtags and ads, and perhaps most importantly, building personal connections with your clients and collaborators.
If you are an interior design professional and need any advice on creating an interior design Pinterest marketing strategy, contact Bizop today!