KBB - January/February 2013 - (Page 42)

PRACTICE Web Tools Eight essential tools to attact clients online Are you overwhelmed with technology? Do you wonder which tools you should use to grow your business? You are not alone. Some tools are essential because they establish your brand as a savvy marketer, and other tools literally drive business to you. It is up to you to close the clients, but the first step is to get the calls or emails, right? So, where do you start? an ad can drive traffic to your site. The title of the ad could say “Denver kitchens,” and then the body of the ad should also include the same keywords. If your website address (URL) has the same words within it, you get a better match when traffic is driven to you. 1 Your website. With consumers taking to the web to research everything from potential purchases to designers to hire, any review of your marketing strategy should include and begin with your website. Following are some things to watch for: • If you haven’t updated your site within the last three years, you are long overdue. In fact, you should update your site once a year at a minimum. •“Map” your blog to your website and write at least one post per week. Use keywords like “Denver kitchen designer” or “bath design in Denver.” • Use alt tags (names that appear when your mouse scrolls over a picture) on your photographs with those same keywords. • Link your keywords to other pages on your site that use the same keywords or similar content. This is called “deep-linking” and tells the search engines that your site has relevant content to the search terms. • Use the same keywords in the title of your post or blog article. • If you write a 300-word post, repeat the keywords at least five to six times. • Repeating your keyword string optimizes your website so consumers are more likely to find your site. Your goal is to get to the top of page one of at least Google, if not all of the search engines. • Make sure your content is written as if to one ideal client. Most web designers may disagree with this, but the goal of your website is to generate a prospective contact, and it should be written in second person using “you” and “your.” If you write about how wonderful you are, why should the reader care? They won’t. Your reader only cares about what you will do for them. Be sure to connect emotionally with what your reader wants. • Have an “opt-in” form for a free report or something that requires your visitor to give their name and email so you can nurture the lead. Send an email newsletter every month on the same day of the week and the same time of day. • Educate your prospects by explaining the process you use. • Track your traffic with Google Analytics, and then track how many clients you close. firm to build links and help them get found on the first page of the search engines such as Google. Although this can cost anywhere from $300 to $1,000 a month, one client can more than pay for the investment. 4 5 Search Engine Optimization (SEO). Many designers hire an SEO Facebook. Yes, you should have a Facebook page, and we don’t have space to go into the details here, but it should be a business page with the same name as your business. 6 Pinterest. Consumers love pictures, and this site is a great place to post your favorite inspiration and project shots. These days, whether they’re planning a budget-friendly wedding, changing their home’s flair, or looking for some style inspiration for an evening out, consumers start by searching the Internet. This is where Pinterest comes in. You can organize your “pins” and others can follow your pinned interests. If your followers’ friends like your boards, they can also follow you. It allows you to grow your list of people with similar interests. There have been reports of designers getting jobs as a result of posting on Pinterest. Instagram. This is an app that allows you to photo-journal your business and life. With a quick swoosh of your finger, you can add visual effects to your favorite photos. You can link your Instagram profile to Facebook, too. If a new faucet or appliance piques your interest, share it. 7 8 Houzz. Designers are reporting being hired as a result of their posting on Houzz. When consumers start collecting your images and see that your style is what they love, you will get a call.You can also search for new ideas for your own projects. Users often ask each other questions and start conversations. Consumers can also search for local designers, architects and contractors. Create your own Ideabook for inspiration. n —Gail Doby, is chief vision officer of Design Success University, which offers consulting, courses, coaching and other resources to help the design professional run a more profitable business. These include a new Kindle book, How to Design Your Perfect Interior, as well as a three-article series by Maria Bayer, Design Success University’s Authentic Sales Coach, on honing client closing skills. For more helpful tips on growing your business, visit www.InteriorDesignBusinessSecrets.com. Additional information on Design Success University can be found at www.designsuccessu.com. 2 3 42 Google Maps. Make sure you have your site listed for free on Google Maps and also optimize that listing. Also, list your business on Yahoo! and Bing. Pay Per Click (PPC). This is a low-cost way to drive traffic to your website. When a consumer searches for “kitchen designer Denver,” + K BB January/February 2013 / www.kbbonline.com / The Official Sponsor of KBIS www.kbis.com http://www.InteriorDesignBusinessSecrets.com http://www.designsuccessu.com http://www.kbbonline.com http://www.kbis.com

Table of Contents for the Digital Edition of KBB - January/February 2013

KBB - January/February 2013
Contents
Online Contents
Editorial
Show Director’s Note
KBIS Special Section
Web Savvy
Focus
Trends
Products
Design Feature: A Touch of Glass
Design Feature: Glam Rock
Practice
Ad Index
Favorites

KBB - January/February 2013

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