- DIRECT OUTREACH - This is the establishment of a program that allows you to reach your prospective clients with various forms of communication.
You should always have a graphic representation of your work. A regular mailing - a minimum of six times a year that puts you right in front of your existing and potential clients. An example would be a beautifully designed postcard that shows off your most recent project or service. An email blast that can garner attention. Keep the content informative, inspiring and problem solving. When people can learn something from you, it establishes instant credibility and giving out insider information for free is always much appreciated.
During the holidays send out a card to remind clients that you are still around and that you are in their thoughts. Be original. Don't send out something generic that will get lost amongst the numerous other cards that they receive.
- SOCIAL MEDIA - Why is this so important? The key here is community.
Facebook, Twitter, blogs and even your website are all forms of social media. Share you insights, your likes and even dislikes and show you have an opinion. Make it personal, share a snippet of what your favorite paint color is or fabric or wood finish. Add your own voice to the conversation. It does not always have to be about business. Social media is a forum where it can be social and casual but extremely effective in getting the word out. It's about outreach and how far and how fast you can spread the word. It's letting people know you exist beyond the traditional methods.
- SIGNAGE - Place a beautifully designed sign outside a project you are working on and see your website hits increase.
I don't know about you, but whenever I drive by a construction site that looks interesting the first thing I look for is a sign of who is behind the project. Whether it may be a contractor, architect or interior designer all three should have their signs strategically placed with their logo, tag line and website address. I believe a website address is sufficient, since you want the potential client to visit your website FIRST and take a closer look at your body of work. Let the client determine if you are right for them. Besides, they will research your website before placing any phone calls, so keep your sign attractive, clean and simple without extraneous information on it.
- CHARITIES AND GETTING INVOLVED - giving back will ultimately lead to getting back
It always feels good to be able to give back to the community and contribute to causes that are dear to your heart - It can also be good for business too. Your name is out there in a positive light and the exposure you gain is just yet another reminder of the caliber of work you do.
- REPEAT BUSINESS
At least 85% of your work should be repeat business. You should nurture that notion. Once a project is finished, follow up with your client - make sure everything is OK. Send a Thank You note or even a small thoughtful gift for the holidays. It shows you care and you are willing to make things right if they are not. Clients who know you care are more forgiving when you want to help them solve the problems that inevitably arise.
- WEBSITE
Your website is essentially your most important marketing tool. Milton Glaser one of the most prolific graphic designers of our time once said "The logo is the point of entry to the brand" - I would apply that to your website. In the year 2011 and soon 2012, the point of entry to your brand is your website. Maintain it properly, make it easy to navigate, make sure all buttons are active and working and make sure it functions on all devices, as people are increasingly accessing the web on mobile devices. As many of you know I am referring to the Flash component that is now obsolete on many mobile devices. At my firm Flat 6 Concepts, we loved Flash while it lasted - our website was built using it but times have changed and the web has evolved and have we. (In full disclosure as of now our website is still in Flash but we are in the process of a re-design.)
I hope these little pieces of advice help you thrive and grow your business to a point where you continue to create and do what you love and get paid for it.
To learn more and get a copy of the book, "The Business of Design - Balancing Creativity and Profitability" by Keith Granet you can click here.
