What Every Interior Designer Should Know About PR
Gaining recognition in the competitive world of interior design is becoming an ever-increasing challenge. As free digital marketing channels rise, it’s never been more important to be proactive and dedicate time to building your brand. It’s time to get creative and build awareness of your firm. Publicity is an essential part of any interior design brand and requires dedication and consistency. Here we have compiled some essential tips and tricks that every designer needs to know when it comes to PR.
Know your brand’s story
Spend time developing and understanding your brand’s key messages. Knowing who you want to serve, what your niche is, and what your area of genius is, will help you create the storyline of your business. You can then deliver this across all of your communication channels including your website, blog, social media, portfolio, and visual media. Storytelling helps to strengthen your brand identity and also your credibility. You want proof that you can deliver what you claim to do. Sharing testimonials that share your talent clearly is also a great idea!
Relationships Matter
Networking, making connections, and having a direct relationship with editors is extremely important for interior designers. You may feel this negates having a publicist, but in fact, it helps them to do their jobs better.
Network as often as you can, utilizing both in-person and online opportunities.
Wondering if now is a good time to hire a publicist? Learn more here.
Educate Yourself
You will be most successful getting press if you know exactly what media platforms feature your style of work. Dedicate time to researching and reading publications, both online and print, to stay up to date with what is trending. Make this a part of your job. Get very clear on where you want to be featured, with whom, and why. Make a dream publication list and then actually read them, cover-to-cover. Get to know them and learn about their coverage style. Make note of all journalists’ and photographers’ names, including the types of projects they’ve covered.
Pull publications’ editorial calenders
When you read through publications, read through the readers’ lens - what do they want to know and see? Then think through the editors’ lens - what do they need to receive from designers to publish them? Get to know the seasonality of publications and consider how your brand fits into it. What story or project of yours is worthy of sharing at certain times?
Connect locally first
National media publications will Google you before pursuing a story. If you have a presence with local and/or regional media, you’re more likely to be viewed as legitimate. Make a list of all local publications in your area and make sure to connect and follow them on social media.
Focus on what you can control
You should have every design project professionally styled and photographed. Even if you aren’t seeking to have it printed in press, you want your website to show clearly what you offer. Your imagery is your number one tool for making sales and drawing in clients.
Many magazines do not have the budget to re-shoot and therefore the images you provide are extremely important. Ensure you credit the right people when sharing your images.
Download our free Photo Shoot Guide to help you get strategic and plan out your photo shoots.
Social Media is King
Social media is crucial for showcasing your work to potential clients. It is the number one place they will go when seeking a designer. Spend time curating a feed that clearly shows off what you do and your individual style. Combine a mixture of professional imagery, testimonials, and authentic shares, and most importantly, be patient. It takes time to build your social media presence. Research other designers that are doing well, and notice what is working and what isn’t! Consistency is the key to success when building your digital presence. Piggyback on industry events, markets and holidays.
You will notice that there is always something trending in the online space. Staying on top of these trends will help you create content that is aligned with your ideal client and will help you build a following of loyal clients.
Often your social media page is the first place people will see you and your business, and it is swiftly taking over from website clicks. So it is worth dedicating time to it, as editors can also find you this way.
It’s a great place to connect with editors and to get you noticed. And you should also definitely share on social media any press and coverage you get! That will help build trust with your audience.
Generate your own news
Get connected! Collaborations will really help you boost your brand. Work with other creatives and support local projects. Or volunteer to re-design a non-profit space.
This will help you contribute to your community which in turn creates newsworthy personal stories that you can share online and with the press! Kindness goes a long way and people love to connect with people, remember you are the face of your brand.
We love to see your marketing with a holistic approach. When PR, online marketing, and in-person activities can build upon each other you’re creating better results!
Click here to schedule a Complimentary Brand Consultation.
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