How do you feel about marketing? Is it something you love or just a necessary evil?
Either way, it is a must. I was reminded of that in a recent chat I had with Jason Lockhart, the CEO of Kitchen & Bath Marketing Solutions, for my Design PR Insider membership. He said: “If you want to grow your business, you have to do marketing.”
The two crucial things every interior designer needs to do to grow her or his business, according to Jason, are:
I am sure neither one of them come as a surprise to you, and hopefully you are doing both of them!
Jason said something else in the interview about PR that I had never thought of in that particular way. A media placement gives you a USP, a unique selling proposition, which is just jargon for something that differentiates you from all the other interior designers. And that’s what you want!
It’s the job of marketing to leverage your uniqueness, and PR placements are perfect content for any of your marketing channels, especially social media and email.
Press coverage is not just helpful because you can get eyeballs on it when it’s published. The placements have power also and sometimes even more when you use, and re-use them, in your marketing to stand out against the competition.
Just in case you needed another reason to get serious about your PR.
P.S. If you need a little help with digital marketing, check out Jason's new book The Complete Guide to Internet Marketing. It's full of detailed info on how to do everything!