In the cluttered and highly competitive interior design and renovations market, the battle for business is constant and bloody. No ID firm can afford to rest on its laurels – not for a single minute.
In this first of a 2-part series on marketing tools for the interior design industry, we look at websites and social media – how to use them and how not to abuse them. Read and learn.
THE INTERNET IS THE MARKETPLACE
It’s no secret that the Internet has changed the way we shop – for everything, from skincare to cars to interior design firms. Wooing a customer is no longer a one-way conversation between a brand and its target market. Now it requires managing many touch-points and eavesdropping on, and where necessary intercepting, countless conversations.
The old funnel metaphor, where a consumer considered a number of brands and narrowed them down to one through a process of progressive elimination, no longer applies. In its place is a far more complex model where consumers are receiving information not only direct from the brands under consideration, but from multiple sources of input including social media posts, free-for-all forums and third-party self-styled online industry watchdogs.
FROM STICKY TO TRICKY
Sticky customers, who pledge to stick to a single brand for life, are rare. Tricky customers, who listen to everyone and everything before making up their minds, are the norm. Marketers, especially for an interior design scene, must get the fundamentals right.
A customer’s interaction with a brand doesn’t necessarily start with, but will definitely include, a visit to its website. That brings us to the obvious question – what makes an interior design firm’s website effective?
EXPERT INPUT
We spoke to Ronnie Chan, the founder of SOLD, a digital brand & marketing agency that has been working with Nippon Paint for almost a decade, and Singapore’s No. 1 Interior Design & Renovation Marketplace, HomeRenoGuru.sg.
“In this modern Internet-fuelled era, you must have a website if you want to build a successful business. But just having any run-of-the-mill website that has not been built with the business goals in mind will not work to the business’s advantage,” said Ronnie.
While it might have been possible to shun the Internet in the past, to do so now is business suicide. This is especially true for interior design firms in Singapore, as the vast majority of their customers are Internet-savvy. As consumers in general, we are becoming increasingly dependent on the Internet, for both information gathering and decision-making.
TOOL 1: HOW TO BUILD AN EFFECTIVE WEBSITE
Ronnie recommends the following key criteria for interior design firms when building their websites:
1. Be Using Custom Design
2. Be Mobile-friendly
3. Be Fast-loading
4. Be Content-relevant
5. Be Clean and Easy-to-navigate
6. Be Using High-quality Images
7. Be Building Credibility
8. Be Conversion-ready
In short, create a website that sends out the right messages about your company.
HOW SOCIAL MEDIA PAINTS A PICTURE
Once you’ve nailed a website that faithfully reflects the ethos and promises of your company, it pays to carry on the conversation through social media. In fact, many fledgling ID firms have a Facebook page before they have a website. Though this is not recommended as a long-term substitute for a website, since it could convey the message that the firm may be a fly-by-night or lacking funds, it is better than having no information at all online.
We spoke to Shelly Chan, Assistant Manager, Marketing at Nippon Paint Singapore, about how social media is helping the brand remain at the forefront of the paint industry.
TOOL 2 & 3: A SOCIAL PLATFORM FOR EVERY PURPOSE – FACEBOOK & INSTAGRAM
In line with market trends, Nippon Paint has moved a large percentage of its marketing budget to digital platforms.
“Facebook and Instagram are platforms that are more affordable to maintain and advertise on, compared to mainstream platforms such as TV and print. You can easily and almost instantly amend your promotion according to your customer segment, fast. And the ease of posting allows you to constantly and steadily build brand awareness,” said Shelly.
Each platform, Facebook and Instagram, has its own strengths.
“Facebook serves an older audience who make enquiries about products and services and connect with companies. Instagram captures a younger crowd seeking inspiration for their homes. Pictures speak a thousand words,” said Shelly.
HOW TO USE SOCIAL MEDIA EFFECTIVELY
While online ‘how-to’ articles on social media marketing are plentiful, there’s nothing like the wisdom of first-hand experience. Shelly shared these pointers for ID firms, who represent a significant percentage of Nippon Paint customers, and marketers in general.
1. Be Image-heavy and Text-light
2. Be Brief and Direct
3. Be Prepared to Spend on Facebook Advertising
4. Be More Emotive Than Informative on Instagram
5. Be Consistent Not Persistent…
6. Be Building Long-term Customers Not Short-term Opportunists
7. Be Responsive and Sincere
8. Be Aligned On- and Offline
NET YOUR CUSTOMERS
Be it through a professional, well-designed website that serves as a sampler of your firm’s clarity, creativity and ingenuity, or through well-planned social media posts – though ideally through both, reach out to your customers through the Internet.
Cyberspace is a vast ocean, and 99.9% of all your customers are already swimming in it. Use the available tools to cast a net and catch them… before your competitors do.