Written November 2022 | Updated July 2024

If you’ve been posting on Instagram with little success generating new business, OR you’re finding that being on Instagram is taking a toll on your mental health, it might be time to consider some new ways to market and grow your interior design business.

Don’t get me wrong. I have clients with a solid marketing strategy for Instagram who book clients from the platform, generate revenue, and expand their reach.

But, I often find that when our interior design clients rely SOLELY on Instagram as their key “marketing strategy” (and you know I adore you, but Instagram is a social platform, not a marketing strategy), they often experience a great deal of frustration. Not to mention, many don’t stop to consider whether their ideal clients are even on Instagram at all (many aren’t!).

So, if you’re an interior designer and your clients aren’t on Instagram, OR you’re tired of the algorithm, don’t want to do reels (which is what the platform has been prioritizing for almost four years), or go into a dark headspace anytime you’re on the app, then this article is for you.

My Relationship with Instagram as a Business Consultant for Interior Designers

First, I’ll let you in on a little secret. I personally have a love-hate relationship with Instagram. When I log onto the app, I often end up down a rabbit hole, wasting minutes and hours of my life.

However, because I track my data, I know the numbers behind Instagram and its impact on my business. (Plus, some benefits of Instagram can’t really be measured like the conversations and connections I’ve made there that I may not have made elsewhere — I mean, how much easier is it for someone to send a DM or comment on a post vs. type up a full-on email or try to find my contact form on my website, right?)

Because I know this information, I know the input has to be relative to the output—meaning, I don’t spend all my marketing resources and budget on Instagram when I know it’s only a small contributor to my website traffic and overall revenue. This has also allowed me to change my view of Instagram and what it means for my business: If I’m going to put time and energy into it, it has to be fun and easy and a way to connect with my audience more so than a lead or revenue-generating marketing activity.

Hence, the reels! I know they’re not perfect. I know they’re not edited. But they are fun for me to create when I have time, and they’re a great way to connect with interior designers on Instagram and make light of what they go through on a daily basis. We all need a little levity, right?!?

So, as you evaluate your marketing strategy and the platforms where you market, be sure to consider what works and doesn’t work to grow your business. The easiest metrics to track are the number of leads, website traffic, and sales from that platform. Once you identify what’s working, double down on that activity/platform. And if nothing is currently working when it comes to marketing your interior design business, one of these fifteen activities definitely will.

Fifteen Ways To Market and Grow Your Interior Design Business without Instagram (in no particular order).

01 | INTERIOR DESIGNERS SHOULD LEVERAGE GOOGLE MY BUSINESS

If you have a local business serving a local audience, RUN (don’t walk) to set up a Google My Business account. Then, every other day or so, add a picture or post an update to your GMB account. Google also has an algorithm and loves fresh content. By updating your GMB account with recent photos, events, blog posts, and products/services, you’re helping to keep your business relevant when someone does a search for Your City and State Interior Designer.

And even more important: Collect testimonials from clients on your GMB account.

According to Google, the quantity and quality of reviews are ranking factors, making businesses with more positive reviews more likely to rank higher in search.

Ummm, this is key! When someone searches for “interior designer in City, State,” this is how you get your name to show up higher in the search results!

While this will never be an in-your-face type of marketing tactic, it is part of a long-game marketing strategy to build up your local presence with an updated business account, current reviews, and searchable content.

02 | INTERIOR DESIGNERS SHOULD LEVERAGE SEO (IT’S NOT DEAD!!)

Piggybacking on Google My Business, if you’re an interior designer serving a local area, SEO is your BFF! Yes, Generative Search is impacting SEO, but you should still optimize your website and images for search engine optimization.

Let’s say you’re a Chicago, Illinois interior designer, and someone is looking for help with their project. They likely go to Google to start their search and will type in: Chicago Illinois interior designer.

Businesses with more fresh content and recent reviews will show up first in the search results.

Now let’s say that same client is looking for a Chicago Illinois modern neutral interior designer. If you have keyworded your photos, content, and pages on your website, guess what? Your images and site may show up higher in the search.

It takes a little time and often might require hiring a pro, but ensuring your website is search engine optimized plays a HUGE role in your site appearing in local searches.

This is another long-game marketing strategy to elevate yourself as an authority with prospects who may be looking for you via search.

03 | BLOGGING FOR INTERIOR DESIGNERS

I can’t talk about SEO and GMB without talking about blogging. Choosing the right topics and using the right keywords and headlines in your blog posts makes it easier for potential clients to find you and get a sense of who you are and how you can help them. Establishing a know-like-trust dynamic with potential clients plays a critical role when they evaluate who they might want to hire.

Blogging is another long-game marketing strategy and one I have used successfully in both of my businesses.

When your clients regularly receive valuable content from you, it's not just about providing information. It's about building a relationship of trust and credibility. They feel rewarded by the helpful content, inspiration, and tips you've shared, and this positive association can lead them to seek out your paid services.

If you blog, remember to share your blog posts on Pinterest to drive more traffic to your website. Although I have not seen Pinterest content lead to actual booked projects as significantly as blogs, Pinterest is particularly helpful for interior designers who market and sell products online and offer virtual design services.

Another bonus of blogging in your interior design business? You can leverage these blog posts throughout your sales, onboarding, and delivery process to give clients a peek into your design philosophies and what it’s like to work with you.

04 | LEVERAGE EMAIL MARKETING FOR INTERIOR DESIGNERS

If you’re on my email list, you know I have a thing for writing and sending emails (if not, join 13,000+ other designers who enjoy The Weekly Install® every Friday morning). Writing and helping people are my two favorite things to do. I also love the connection I’ve formed with the business owners and the people who are on my list and who reply to my emails. It feels so much more intimate than Instagram and any other marketing platform.

Email is also the main way I share when I am accepting new clients, offering new products or sales, or hosting upcoming events/workshops. I can’t imagine how I would communicate all that information and have the reach I do without my email list and my Friday morning email drops.

Many interior designers I speak to share that email is the LAST thing they have time for. But here’s the thing—when people sign up to be on your list, they want to form a connection with you. They are asking you to send them stuff. They want to hear from you.

According to Campaign Monitor, the average email open rate for business-to-consumer (B2C) newsletters in the design sector is 21.7%. Compare that to Instagram’s average reach (according to Hootsuite) of 12% for posts and 2% for stories. Email is clearly a more effective way to connect interior designers to their ideal clients.

This means your email will reach almost two times as many people as other means. I would guess your open rate will be higher than 21% because people LOVE interior design and want all the inspiration and pictures they can get.

05 | OFFER PRODUCTIZED SERVICES AS AN INTERIOR DESIGNER

Who doesn’t love the thrill of putting something in their online cart and being able to hit purchase right away? If you have a service that can be easily productized (meaning a smaller service with a clearly defined scope, pricing, and parameters), throw that up on your site and let people click the buy now button.

Then, be sure to promote that productized service to your email list, make it easy to sell (clear results), and remove any friction (like sales calls or price objections) so shoppers can easily become your clients.

Examples of productized services for designers to offer:

Virtual Paint Consults
Single Room E-Design … or this
Virtual Paid Advice Consultations … like this

06 | NETWORK WITH UPSTREAM + DOWNSTREAM INTERIOR DESIGN REFERRAL SOURCES

Local partnerships for businesses that serve a local client base are KEY! As an interior designer, you have insider knowledge on who’s good and who’s not; everyone wants to know who you recommend, and you know potential clients are certainly asking builders, architects, realtors, and cabinet companies who they would recommend as an interior designer.

Think about your services and your clients: Who are your clients hiring BEFORE they hire you? Who are your clients hiring AFTER they hire you?

Establish who those businesses/people are and then go network with them. Get to know them. Ask how you can support their business. Send them referrals. Stay in touch. Invite them to your events. Get them in front of your audience. Get in front of their audiences. Thank them for the referrals.

07 | GET INTERIOR DESIGN CLIENTS WITH PRESS FEATURES & LOCAL PITCHES

Just about every interior designer we’ve worked with and spoken to has a goal of getting published; there is nothing more exciting. However, regional and national press often doesn’t translate into bringing in local clients. If your company is set up to take on out-of-state clients or you are able to travel to projects across the US, then, of course, regional and national press will be more worthwhile.

But for interior design companies that can only serve clients locally, I have found that while the press itself might increase your Instagram followers, email subscribers, or inquiries for “I loved that article in Veranda. Where did you source that chair on page 72?”, it’s really best for clout and recognition, rather than for direct new lead generation. Local clients will see your published projects and be even more convinced of how amazing you are. These media features will also help validate your pricing. That’s a plus, for sure.

But, if your goal is to generate leads and get new interior design clients, I have found a higher ROI for interior designers who pitch to local outlets, publications, and companies.

Pitching is a worthwhile tactic; just know your desired outcome before investing time or money.

08 | CREATE A REFERRAL PROGRAM FOR YOUR INTERIOR DESIGN BUSINESS

I very much recommend establishing a referral program for your interior design business. Even in today’s high-tech marketing climate, old-fashioned word-of-mouth referrals are STILL the #1 source for new business generation for interior designers.

A potential client will trust a source they know, whether it be a friend, a co-worker, or a neighbor. If a past client of yours relays a positive (or very positive!) recommendation for your services, it can be almost assured that the person seeking design services will reach out and hire you.

You can reward that action by offering some type of gift or incentive for referrals.

At a minimum, be sure you have steps throughout your process where you ask for referrals.

09 | LEVERAGE LOCAL FACEBOOK GROUPS FOR INTERIOR DESIGN BUSINESS MARKETING

Facebook groups can be great for getting a foot in the door for new interior design businesses, and you can find them based on your location. We have a lot of clients who started their interior design businesses with word of mouth from local moms’ groups.

Show up, give valuable tips, and become the go-to for design advice. Offer consultations or mini-services to the group so they can get a taste of your interior design services while you gain traction.

Remember, building a business is ALL about formulating new connections. I wouldn’t underestimate the impact this type of networking can have on new lead generation. And not just with the Facebook group members themselves. Remember, one person will tell two friends, and they’ll tell two friends, and so on, and so on.

10 | HOST LOCAL EVENTS TO GET YOUR INTERIOR DESIGN BUSINESS NAME OUT THERE

Host an event if you have an office space or can partner up with a local business with a great space. Theme it so it makes sense for the interior design services you want to sell and the clients you want to work with, and have a blast hosting and getting to know people in your community.

This approach may work better for business owners who consider themselves more of a social butterfly. Others may not feel this approach is up their alley.

Remember, too, that by partnering up with another local business (a real estate agent, an event planner, or a local salon spa, think about those upstream and downstream referral sources), you’re extending your sphere of influence in your community. Connections, connections, connections!

Back in my wedding planning days, planners, photographers, venues, florists, bar services, and rental companies would come together to host monthly and quarterly events. It was a great time to network with other upstream and downstream referrals, and by sharing about the event on our blogs and websites, we were able to get more eyes on our businesses from the combined audiences.

11 | DELIVER AN EXCEPTIONAL INTERIOR DESIGN CLIENT EXPERIENCE FROM DAY ONE (MOST IMPORTANT!!)

This last one is obviously a no-brainer! Make your service so elevated, so fun, and so stress-free that clients refer you DURING their service, not just when it’s over. Remember: A client will never be more engaged and immersed in design than when they are in the thick of their project while working with you.

It’s like when you shop for a new car. You never think about cars at any other time than when you are in the market for one. Then you CAN’T stop thinking about cars. It’s all you talk about. Capitalize on that degree of focus with your clients. If they’re having a wonderful time during your interior design process, they’ll be all a-buzz about interior design and working with you!

So think about it: You’re with an interior design client for 6-8 months or longer, and if they’re not enjoying their experience with you, that’s a lot of months of them not telling anyone about how amazing you are to work with. On the other hand, if you create a fun, exciting, and luxurious experience for them throughout their whole project duration, that’s 6-8 months of free word-of-mouth marketing you don’t even have to ask for. EASY!!!

The key here is that you have to make the experience wonderful for every client you work with!

→ If you need help with this, my Client Experience Templates for full-service interior designers will be a game-changer.

12 | NICHE DOWN YOUR INTERIOR DESIGN BUSINESS

Should you niche down to increase your growth?

ONE MILLION PERCENT YES.

Why would you want to be like every other design business out there? Why would you want potential clients to be able to compare apples to apples?

STAND OUT. MAKE A SPLASH.

I bet you have a certain project type, style, or skill you are really, really good at.

One where when you’re doing it, everything flows and feels easy.
One where if you focused solely on it, you’d be able to deepen your expertise and provide even MORE value to your clients.
One you could become known for.
Doing business with people who need exactly what you offer is probably the easiest thing you can do in your business.
We do our best work and make clients happiest when we are doing the work we are best at doing and that gives the client the highest return, the best result. So, how do you do that as an interior designer?

You NICHE DOWN.

Become "the designer who.."

Be the "ONLY person who..."

Be the go-to for that one thing you are so amazing at, the one who can get that particular client the most beautiful result.

When you niche down, everything gets easier: your marketing, pricing, branding, service design, gifting, team building, and investments.

So, NICHE down. Be the only designer who does X.

You might niche by project type, style, client type, location, project size, skill set/deliverable, budget, mission, or something else entirely.

Choose your ONE thing and then talk only about that. Show ONLY that.

Then, see how much easier it makes marketing your biz and how it 💫 magically brings in those types of projects.

13 | EMAIL PAST INTERIOR DESIGN CLIENTS AND MAKE THEM AN OFFER!

Getting a new client can cost 5x as much as retaining an existing client. Not to mention, existing and former clients will have a much higher rate of conversion when deciding to work with you again. So don’t finish a project and say goodbye. Stay front of mind and schedule regular updates and check-ins. Think: Kids birthdays, anniversaries, project milestone anniversaries, etc. Then, when you have openings or are rolling out a new service, be sure to email them to let them know about your newest offer. Invite them to learn more about it by booking a call with you. Encourage them to share the information with any friends who may be interested. If you offer more than one service type, it is also highly likely that former clients are not even aware of other service offerings so letting them know the different ways you may be able to support them through an interior design project will increase your chance of booking more projects.

14 | ATTEND TRADE SHOWS TO MEET POTENTIAL REFERRAL SOURCES

Many interior designers we’ve worked with have had success obtaining new clients and referrals simply by attending trade shows and networking with builders, contractors, architects, landscape designers, cabinet companies, and other industry peers.

15 | USE DIRECT MAIL TO REACH POTENTIAL DREAM CLIENTS AND REFERRAL SOURCES

Trying to figure out an outreach plan for your business and not sure what builders or architects to reach out to? Easy! Drive through the neighborhoods where your dream clients live and see what construction companies and architecture firms are building in that neighborhood. Then, send handwritten notes, a packet of information about your services and how you contribute to construction projects, or an invitation to connect.

Do the same thing with homes you’d like to work on. Keep an eye on real estate listings and sales in your ideal market. When homes sell that would be a dream to work on, send a handwritten welcome or congratulations card and introduce yourself and your services. Let them know your experience in their neighborhood and make them an offer to do a discovery call to help design their new home.

There are so many ways to generate new business leads and connections well beyond Instagram! I didn’t even touch on LinkedIn, TikTok, ads, etc.; I’m only highlighting the marketing activities I have seen to be successful with my clients. You can also see that each of the ideas listed is a long-term, sustainable, and scalable strategy that focuses on serving your audience, clients, and network well.

Each one of these ideas will benefit you and your business in some way. Don’t feel forced to market in a way that doesn’t resonate with you or feel that the future of your business will dry up if you don’t spend every waking moment on Instagram (especially if your clients aren’t even on Instagram!).

Yes, time, energy, and focus are required. And you actually have to do the work to market your business (none of this “build it and they will come” nonsense). There is no getting away from that. However, the result is income, revenue, satisfaction in what you are achieving, the personal enrichment that comes with building new relationships, and a great sense of personal fulfillment in your business that allows you to help clients have their dream spaces.