3 Marketing Tasks to Spend Time On — and 3 to Ditch
When it comes to publicizing your firm to potential customers, it pays to double down on some key areas
If you want to generate new business, marketing is key. But how do you ensure you focus your efforts effectively? Follow these tips to find out which tasks are worth focusing on and which can be put on the back burner.
Ditch: Spreading Yourself Too Thin
There are almost too many ways to market your business online nowadays. Rather than creating numerous directory profiles and posting on all social media channels, focus your efforts strategically.
It pays to find out where your target audience is browsing. You can do this by researching where your immediate competitors are posting and by asking existing customers where they find information and inspiration. Houzz is ideal for showcasing images of your work and client reviews.
Bhatti highlights the positive aspects of visual platforms. “It helps me to engage with all types of clients and genuine followers who love my designs for their own inspiration,” he says.
You can help clients visualize their planned home with Houzz Pro Mood Boards and 3D Floor Plans. You can also share photos, files, estimates, proposals and more.
There are almost too many ways to market your business online nowadays. Rather than creating numerous directory profiles and posting on all social media channels, focus your efforts strategically.
It pays to find out where your target audience is browsing. You can do this by researching where your immediate competitors are posting and by asking existing customers where they find information and inspiration. Houzz is ideal for showcasing images of your work and client reviews.
Bhatti highlights the positive aspects of visual platforms. “It helps me to engage with all types of clients and genuine followers who love my designs for their own inspiration,” he says.
You can help clients visualize their planned home with Houzz Pro Mood Boards and 3D Floor Plans. You can also share photos, files, estimates, proposals and more.
Spend Time On: Professional Photography
One of the most effective ways to market your design business is to build up a visual portfolio of your work. “What’s the first thing you do when you’re looking for information on a designer or project?” photographer Anna Stathaki asks. “You search online — and what comes up immediately are images.”
A few dark amateur shots won’t be as enticing as beautifully styled, framed and well-lit professional photographs, so it makes good business sense to invest in finding a skilled interiors photographer to showcase your projects at their best.
“Social media platforms require constant content updating to properly represent one’s business and brand identity, making a visual medium like photography more important than ever,” Stathaki says. “Using professional photographers and building a relationship with them is the best way to develop your brand’s online presence consistently.”
One of the most effective ways to market your design business is to build up a visual portfolio of your work. “What’s the first thing you do when you’re looking for information on a designer or project?” photographer Anna Stathaki asks. “You search online — and what comes up immediately are images.”
A few dark amateur shots won’t be as enticing as beautifully styled, framed and well-lit professional photographs, so it makes good business sense to invest in finding a skilled interiors photographer to showcase your projects at their best.
“Social media platforms require constant content updating to properly represent one’s business and brand identity, making a visual medium like photography more important than ever,” Stathaki says. “Using professional photographers and building a relationship with them is the best way to develop your brand’s online presence consistently.”
Ditch: Trying to Do It All
Building your website, reaching out to potential clients and chasing testimonials takes time, so efficient strategies are key for clawing back the hours. Wherever possible, delegate marketing tasks and use online tools to look after things for you.
“I have a freelance marketing manager who takes care of my entire schedule and paid advertisements,” Bhatti says. “This was the best decision, as I get super busy with projects and other business-related matters and need one person to manage this for me and arrange all to ensure a seamless social and online presence. I’m still, however, involved in all final decisions and what is actually posted, as all content is provided by me and my team.”
“Houzz Pro does all the hard work for me,” Natasha Burton of NB Interiors UK says. “It lets you target specific areas so you’re seen visibly when clients are searching. The Project Match system is great, as it literally brings leads to you, so you don’t have to go searching for projects.”
Building your website, reaching out to potential clients and chasing testimonials takes time, so efficient strategies are key for clawing back the hours. Wherever possible, delegate marketing tasks and use online tools to look after things for you.
“I have a freelance marketing manager who takes care of my entire schedule and paid advertisements,” Bhatti says. “This was the best decision, as I get super busy with projects and other business-related matters and need one person to manage this for me and arrange all to ensure a seamless social and online presence. I’m still, however, involved in all final decisions and what is actually posted, as all content is provided by me and my team.”
“Houzz Pro does all the hard work for me,” Natasha Burton of NB Interiors UK says. “It lets you target specific areas so you’re seen visibly when clients are searching. The Project Match system is great, as it literally brings leads to you, so you don’t have to go searching for projects.”
Spend Time On: Building Trust
It’s a tricky thing, hiring a remodeling or design professional. Homeowners want to be sure the person they choose will do a good job, keep stress to a minimum and generally be nice to work with. So how do you convey this about your business before you’ve even met a potential client? By using online platforms to engage in conversations, offer valuable advice and build your reputation as a trusted expert in your field.
Learn how you can communicate better with clients using Houzz Pro
It’s a tricky thing, hiring a remodeling or design professional. Homeowners want to be sure the person they choose will do a good job, keep stress to a minimum and generally be nice to work with. So how do you convey this about your business before you’ve even met a potential client? By using online platforms to engage in conversations, offer valuable advice and build your reputation as a trusted expert in your field.
Learn how you can communicate better with clients using Houzz Pro
Ditch: Overselling Your Brand
If you’re thinking that time spent talking about the merits of your firm would be more effective than offering free advice to people online, think again. Overselling yourself can backfire and put people off. People warm to others when they think they’re being listened to, and if they’ve already gotten to know you through the advice you offer on discussion pages, for example, you’re halfway there.
If customers already trust your judgment, they’re more likely to take the time to research your website, Houzz profile or social media platforms. And if you’ve taken the time to make these channels look as good as possible, your hard work should pay off.
If you’re thinking that time spent talking about the merits of your firm would be more effective than offering free advice to people online, think again. Overselling yourself can backfire and put people off. People warm to others when they think they’re being listened to, and if they’ve already gotten to know you through the advice you offer on discussion pages, for example, you’re halfway there.
If customers already trust your judgment, they’re more likely to take the time to research your website, Houzz profile or social media platforms. And if you’ve taken the time to make these channels look as good as possible, your hard work should pay off.
Displaying awards and testimonials on your platforms is another way to show your value without having to oversell. “For me, great reviews are such a brilliant marketing tool,” Burton says. “I share the reviews I receive on Houzz on my social media platforms. It helps build a picture of you and your business and offers clarity on what you offer.
“The Houzz awards also help you gain credibility,” she adds, “which in turn have won me work due to the amount of awards I now have on my profile.”
“The Houzz awards also help you gain credibility,” she adds, “which in turn have won me work due to the amount of awards I now have on my profile.”
Tell us: Which marketing task do you spend the most time on? Share your thoughts in the Comments.
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More for Pros on Houzz
Read more stories for pros
Browse millions of photos for inspiration
Learn about Houzz Pro software
Talk with your peers in the Houzz Pro Forum
The easiest and most effective way to market your business is online. The internet is where many homeowners will search for a renovation specialist or find information and reviews about a professional who’s been recommended by a friend, so it’s worth directing your energies into creating a first-class digital presence.
“A good website is the starting point between any client and designer relationship,” Omar Bhatti of Space Shack says. “First impressions are everything, and your website must reflect this. It must have an overall appealing aesthetic that’s accommodating to all types of customers and a good flow to make it easier for clients to navigate.”
Bhatti stresses the importance of updating your Houzz profile regularly with fresh content and reviews. “All my clients check my Houzz profile for reviews and project photos. It goes hand in hand with my website and social media platforms,” he says.
“Key for me is to have the right mix of information and real project work online,” he says, “just the right amount for potential clients to be interested enough to pick up the phone and give me a call for further information.”