What interior designers need to know about digital marketing sales and lead generation

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The sales funnel map is part of the customer journey. It is made up of digital products that were intentionally created to encourage your website visitors to take specific action at each stage of the funnel. The actions you want them to take are, for example, subscribing to your blog or downloading a free resource. The digital products associated with each call to action include your blog content and a PDF guide.

Getting your potential customers up the sales funnel means deeper commitment to your brand. At the top of the funnel, there is a large network capturing visitors to your website and social profile. Not all of these visitors will become loyal customers, only a fraction. Your goal is to turn visitors into prospects and then into customers.

The sales funnel is also known as the lead generation funnel and has five stages: awareness, interest, decision, action, and follow-up. To move your prospects down the funnel, you want to use different tools at each step.

Related: Digital Branding for Interior Designers

The five stages of your lead generation tunnel

1. Awareness

In the first step of the funnel, you want to strike up a conversation with your potential customers and let them know that they have a problem to solve and that they need to look at your brand.

You want to direct your networks – online and offline – to your website. By reaching your target audience and directing them to your website, you are filling the beginning of the funnel. Instagram offers advanced targeting options that allow you to narrow down the specific niche audience you want to reach based on your ideal customer profile.

The main tools to start this conversation are social media, content marketing, paid advertising, search engine optimization, and public relations.

Related: 5 Steps to Finding the Right Customer for Your High-End Brand

2. Interest

Once on your website, if you don’t ask for the contact details of your leads, you can lose them forever. In exchange for something valuable, they are willing to give you their email address.

This valuable resource called a lead magnet attracts prospects. It allows you to secure their information and create a mailing list. It should contain information useful to your ideal customer, available only after signing up with their email address.

The goal of the second step of your funnel is to turn your visitors into contacts by capturing their interest. You do this by offering something valuable in exchange for their email addresses.

Landing pages, eBooks, guides, newsletters, and case studies are tools to capture the interest of your prospects and get their contact details.

3. Decision

When your prospects are actively looking for solutions to their problems, they are looking at prices, options, and more. when they reach the third stage of the funnel.

After collecting the emails, you should periodically send your contacts newsletters about your projects, tips and ideas, news, etc.

The goal is to connect with your potential customers by being personable and relevant. If you talk about their specific problems and present your design services as solutions to solve their problems, you will be able to resonate with them, authentically connect, and build trust.

At this point, free consultation and email marketing help build confidence and guide them to the next step.

Related: 8 Things I Discovered While Working With Affluent Clients In New York City

4. Take action

At the action stage, your qualified prospects are ready to buy your design consultations. Once you start building trust through brand awareness, you want to come up with your design services. You may want to start with a low-value product to encourage micro-engagements.

Examples are virtual design consultations. A trend that started about five or six years ago, the demand for virtual design packages has accelerated during the pandemic. Promotion of packages on your website and virtual consultations allow you to access a new market and customer segment. Buying one of these packages is a more efficient and cost effective alternative to in-person consultations.

Creating interior design packages can be an additional source of income for your business. You generate income without a huge commitment in terms of time and effort. It’s also nice to have an option for prospects who contact you but may not be able to pay for your services.

After receiving a taste of your work in the low-value product, customers are more confident to commit to a higher-value product and purchase an in-person consultation for their full home renovation. At this point, they are buying your high value product.

Finally, you plan to expose your customers to other options and add-ons not previously considered. Why not specify certain products from your online store or offer your upholstery service? The complementary products and services that you sell in addition to your interior design consultation are cross-selling opportunities while presenting more expensive options are upselling practices.

5. Follow-up

When you convert your visitors to leads and your prospects to paying customers, it is essential to follow up after the sale of your services. The goal is to generate referrals and good reviews resulting in more leads. Ultimately, your funnel fills up.

Before you create anything, you need to find out about your customer’s journey and how they discovered your brand: list all touchpoints, create content at every step, and be ready to deal with leads.