Blogging: Is It Worth It?
By Gail Doby, ASID
CVO & Co-Founder, Gail Doby Coaching & Consulting & Design Success University
Interior designers have many ways of reaching out to their fans and prospective clients through various internet and social media platforms. Those curious about your design aesthetic will check you out on Instagram, Pinterest or Houzz. Those seeking client reviews will look for you on Facebook or Twitter. Those wanting more details about your services will visit your web site. So is it worth it to add a blog into this already crowded mix of outreach channels?
In my opinion, yes it is. While it’s true that those other platforms may draw admiring eyes, your relationship with those viewers is passive. If you’re hoping to gain business and not just a bit of praise, you need a medium that allows you to engage with prospective clients. You can do that a bit with Twitter, but Twitter is mainly a means of attracting followers in order to get them to go to your web site, online portfolio or blog.
Of those three, a blog is the most powerful tool for developing lasting relationships with prospects. Done well and honestly, a blog is more personal and allows you to speak directly to the reader. Through words and images, post after post, you can express your brand personality and pitch it to the type of clients you want to attract. Prospects not only can see photos of your design work, they also gain greater insight into your taste, approach and design philosophy. They can sense if you are someone they would want to work with.
Unlike a web site or online portfolio, which tend to stay relatively static for long periods of time, with a blog you are creating and posting fresh, current content on regular basis. Readers can see that you are actively designing and on top of the latest trends. Looking busy is one of the best ways to attract new business.
In addition, including the blog on your website, regularly adding new content and tagging it with the right keywords improves your search engine optimization (SEO) ranking on providers like Google or Bing, thus upping your chances of prospects discovering and going to your website. The more often you blog, the higher your ranking is likely to be. Once a week is ideal, but even twice a month can improve your visibility substantially.
Blogging can be time-consuming and requires a regular commitment. If you are not comfortable producing content or don’t have the time, you can outsource your blog, just as you might other PR activity. Give it some time to develop a following, and you will reap the benefits in new and more desirable clients.