Thanks to digital marketing, small businesses have a shot at getting noticed
You’ve started your design business and you are ready for more clients. Now what?
In this post, I’ll show you the basic principles that you need to keep in mind to successfully reach the target audience for your design business.
In a different time, you’d have to start marketing your design business the traditional way, which is expensive, inefficient and doesn’t make much sense for a new small business.
Thanks to digital marketing, small businesses have a shot at getting noticed and create a very decent return on the money that they put into marketing.
If you are a small design business owner and want to make the best use of digital marketing channels to build an audience and reach new potential customers, here is the place to start.
1- Know Your Target Audience
That’s right! The first step to reach your target audience is making sure you really know who they are.
In most cases, people “think” they know their prospective customers based on mere assumptions.
Doing some proper market research to know people who are most likely to be interested in your services can save you lots of time and money.
If you target the wrong group of people, you will end up spending money on ads that simply won’t convert.
This won’t just hurt your design business when you use paid ads, but will cripple all your efforts to get your business noticed.
For any business, the important part in getting noticed is that fact that you are noticed by the right people.
A huge number of people who are extremely unlikely to use your services will provide no real results for your business.
Spending time to properly study the market and know who their audience is and what exactly they are looking for is essential for having a digital marketing strategy that is based on fact and would actually work.
A good place to start knowing your prospect clients is looking at the ones that your competitors have.
Understanding the client base of established businesses that are similar to yours can give you some real insights of who you should be targeting.
Additionally, build your own buyer persona. If you don’t know what this is, check it here.
In very short, it is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
2- Build a Solid Online Presence
After understanding who your potential customers really are, you should work on establishing a strong online presence that will help you close some deals.
Getting lots of traffic to a poorly designed website or a Facebook page with no relevant information, is a sure way to throw your efforts (and sometimes, your hard-earned cash) out of the window.
Before you start worrying about reaching more clients and attracting them to your design business, you should make sure your online presence is ready.
Here are some questions to ask yourself:
- Is your website mobile-friendly?
- Are your work samples displayed correctly?
- Are the ways of contacting your business clear on your website?
- Does your Facebook page have sufficient information to make arriving there meaningful for a prospective client?
Making sure your online presence is solid is the best way to maximize the impact of your marketing efforts and increase the chance of converting some the target audience you reach into customers.
3- Create Engaging Content
There is something that you should know about your target audience: you are not the only one trying to reach them.
There many other businesses out there that are competing for their attention.
What is the best way to get your design business noticed online? Let your target audience find you.
You must be asking yourself how can your target audience find you if they don’t even know that you exist?
The answer is simple: inbound marketing.
Inbound marketing is cost-effective marketing technique that can help your target audience find you by creating relevant and valuable content that gives them value.
How can you do that? It is quite simple.
Let’s assume that your design business is an interior design studio that specializes in office design.
You have already done your research and understand the needs of your target audience and what they are looking for.
What impact does good office design have on productivity and creativity?
What are the latest trends in office design?
Those are topics that your potential customers might be looking for when considering redesigning their office space.
By creating useful content that answers their questions and educates them, not only will it lead them to your business, it will also help you position yourself as an industry expert.
You can also write guest articles for other magazines and blogs.
So doing, you will not only reach a new audience, but also create a new source of traffic toward your website and services.
4- Make Sure Your SEO is Top-Notch
Awesome content is not very helpful if it can’t be found.
Making sure that your content is optimized to be found by search engines is another step in closing the gap between your design business and its target audience.
Unlike what most people think, SEO isn’t just about keywords.
Making sure your content is divided into small paragraphs and overall eligible won’t just make it easier for people to read, but will also make it more search engine friendly.
With the huge organic traffic potential that search engines provide, making sure your content is optimized for those search engines can help your design business build a large targeted audience and reach more potential customers.
Have a look at this Beginner’s Guide to SEO written by the SEO services’ market leader Moz.
Whatever the type of business that you have, building and reaching your target audience is a process that takes time and perseverance.