social media

The Recipe for Success: Inbound Marketing for Interior Designers

If you are not immersed in the world of marketing, you might not be familiar with the differences between inbound and outbound marketing. You know that you want to drive traffic to your website and make sales, and have an idea about some strategies, but the details and complexities escape you. Here is an analogy we like to use to explain the difference:

Outbound marketing is like a telemarketer. They call your cell phone during dinner time and you listen to the automated message. It’s disruptive and, at times, annoying. Inbound is like that amazing window display at a store that makes you want to walk in. Inbound marketing is about bringing potential customers to you instead of you going to them. But much like traditional marketing, digital inbound strategies are complex, often requiring a full-fledged marketing plan. 

To set your inbound marketing goals, begin by assessing your current reach. Google Analytics is a great tool for understanding your key performance indicators. These might include: monthly unique website visitors, click conversion rates, and sources of traffic - PPC, SEO, blogging, social media, or email. Decide what you want to increase, and then create a plan for how to increase those metrics. What are the best three tools for doing that?

Blogging, social media, and search engines

Blogging

Top business blogs answer common questions their customers have. If your company consistently creates helpful content, it'll help establish you as an authoritative source for information. Imagine what happens when your customers start sharing your advice with their friends and family to answer questions and offer suggestions. As your scope of authority expands, so does your customer base. 

In addition, blogging is the best way to continually increase your website's SEO ranking. Each time you write a blog post, another page on your website is indexed. It also creates another opportunity for you to show up in search engines and drive organic traffic to your website.

Social Media

Social media sometimes gets a bad reputation in marketing because, for most businesses, it is not the marketing channel that directly drives a large percentage of sales. Email and SEO often outperform it. However, social media is the outlet most use for content discovery and new client interests. Social media is at the very top of the sales funnel and helpful for building prospective clients, building an audience, establishing your business as experts, and nurturing relationships. Despite the confusion surrounding the best way to leverage social media marketing for business performance, social media is not a one-way messaging platform. It is more like that window display we discussed in the beginning; it brings the customer to you and provides a natural platform for conversation.

Google Snippets Box

In the early 2000s, Google helped buyers find the answers to their questions by recommending countless links to potentially relevant information. It was during this time frame that SEO became one of the best inbound marketing strategies. Today, snippets and quick answer boxes reduce the amount of time spent searching through those links by serving up information--no click required. To have the very best SEO, companies should create content not just intended to rank, but also to be pulled into the snippets and quick answer boxes. This process combines a series of formatting strategies that are constantly changing as search engines update their algorithms. Experienced digital markers are usually the only people able to keep up with these trends. 

Inbound marketing is just one section of marketing but it is one of the best strategies that a company can use. For more formation about how to properly sell your brand's principals, email us at hello@adesignpartnership.com

Basic Marketing Tips That Can Help Grow Your Business

Modern marketing is undoubtedly complex, especially the realm of digital marketing. The rules of Search Engine Optimization are endless and ever-changing. There are thousands of online marketing tools and a hundred more traditional marketing tools. The field is heavy in data and analytics. And all of this can, at times, be overwhelming; especially when you do not know where to start. Unless you are paying someone to run the marketing campaigns (and we can suggest a highly-qualified company), it all seems like too much. When you are running your marketing campaign on a low budget, you have to know which efforts are essential, and which ones can wait. These are the absolute bare minimums of marketing for the beginnings digital success:

Google Business: By now, you already know Google is one of the most powerful web tools and the most widely-used search engine. Therefore, you want to make sure Google Business knows about your company. Google Business ensures that when customers are looking for your company, they have easy access to your phone number, address, and hours. To access and edit your Google Business account, you’ll need to create a Google account (typically this is through Gmail). Then, you can, add or claim your business and then verify your business listing so it's eligible to appear on Maps, Search, and other Google services. Also be sure to set up Google Analytics on your page.

Social Media: Believe it or not, although social media is essential for branding these days, it should not be heavy in sales pitches. More than anything, it is a way for companies and individuals to tell their stories and engage with their audiences. This means sharing images, videos, and experiences that are unique to your company. Make sure you have a minimum of 2 social media platforms that your company is actively using. Think of it as a customer service platform where you can create trust. On social media, you can gauge what your customers are saying about you, and equally important, what they are saying to you. If you become aware of any problems, you can be more responsive by addressing them promptly and personally.

Email Exclusives on a Growing List: Reward your current customers and social media followers with exclusive offers. This serves two functions; it gives your customers incentive for engaging with your company, creating a more formal relationship. It also allows you to increase your opportunity for sales and therefore increase your customer lifetime value. Try adding a subscription box to your blog in exchange for a coupon code or hosting an Instagram giveaway exclusively for your followers. Be sure to set up email captures on your website and perhaps run Lead Ads on Facebook to grow your list.

Easy to Navigate Website: Lastly, you want to make sure your website is easy to use. Good website performance and a positive user experience should be counted as marketing efforts in your budget. You want your hours and location easy to find. All products well-categorized, and a user-friendly e-commerce page. Hiring a professional web developer is an investment in the value of your company. Then, make sure your website it tested for functionality. A qualified marketing company knows how to do this, but you can pay companies like User Testing to have your target customer test it.

Now that you have the bare minimums, you should also know that we offer free consultations. If you need help with the tools we listed above, or would like a brand consultation for where you should take your marketing next, we would be happy to assist. You can email us at: hello@adesignpartnership.com