11 Ways to Grow Your Design Business Without Instagram

Updated December 2022

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 business.

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

But, I often find that when my 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.

So, if you’re tired of the algorithm, don’t want to do reels (which is what the platform prioritizes), go into a dark headspace anytime you’re on the app, or you’re over trying to figure out how to get the blue checkmark and the subscription option, then this article is for you.

Eleven Ways to Grow Your Interior Design Business WITHOUT Instagram

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 the rabbit hole, wasting minutes and hours of my life.

However, because I track my data, I know that Instagram is a good lead source and brings revenue into the company…so I know it’s a successful platform for my marketing strategy. (Not to mention that I enjoy the conversations and connections I’ve made on Instagram that I may not have made elsewhere — I mean, how much easier is it to send a voice note than type a full-on message?)

But, because Instagram contributes to only a portion of growth for my company, I know the input has to be relative to the output — meaning, I’m not going to spend all my marketing time and budget on Instagram when I know it’s only a portion of my business growth and revenue. With Instagram, if I’m going to put time and energy into it, I want it to be fun and easy.

Hence, the reels! I know they’re not perfect. I know they’re not edited. But they are SO fun to create, 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 consider what’s been working and not working to grow your business, I encourage you to look carefully at which tactics and platforms are bringing in leads, traffic, and sales. Then, double down on those. And if nothing is working, one of these eleven things will.

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

01 | 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 that 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.

Also, be sure to also collect testimonials from clients on your GMB account. Again: it’s all about fresh content.

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 | SEO

Piggybacking on the whole Google search engine thing, if you’re a designer serving a local area, SEO is your BFF!! 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

Well, 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 yet again another long-game marketing strategy and one I have used successfully in both of my businesses.

When clients regularly receive free and valuable content from you, it goes a long way toward eliminating a sense of being sold to or profited from. When it comes time for them to reach out for your paid services, they already feel rewarded by the helpful content, inspiration, and tips you have graciously shared.

If you are blogging, don’t forget to add Pinterest to expand the reach of your blog posts. Although I have not seen Pinterest content lead to actual booked projects as significantly as blogs, Pinterest is particularly helpful for designers who market and sell their own products online.

04 | EMAIL MARKETING

If you’re on my email list, you know I have a thing for writing and sending emails (if not, join my Friday morning email list here). 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.

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 that I do without my email list and my Friday morning email drops.

Many business owners 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 Mailchimp, the average email open rate is 21%. Compare that to Instagram’s average reach (according to Hootsuite) of 12% for posts (for brands with large followings) and 2% for stories. Email is clearly a more effective means of connecting.

This means your email will reach almost two times as many people as other means. And 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.

Want to grow your email list? Here’s where I recommend starting:

Sign up for an email service. Read Why I Love Flodesk for Interior Designers here.
Create a free valuable download that helps your clients AND funnels to your paid service or product. Check out our done-for-you lead magnet systems for interior designers here and here.
Find a cadence for emailing your list that works for you. Start with once/month and pick the same day each month so your audience knows what to expect.

Don’t know what to email to your list?

Email them when you have a new client opening. Email them with exclusive behind-the-scenes footage. Email them when you have an upcoming event. Email them when you are starting or completing a new project. Email them about anything of consequence!

05 | PRODUCTIZED SERVICES

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 so easy to sell (clear results), and remove any friction (like sales calls or price objections) so shoppers can become your client with ease.

Examples of productized services for designers to offer: Virtual Paint Consults. Single Room E-Design. Virtual Design Consultations.

06 | NETWORK WITH UPSTREAM + DOWNSTREAM REFERRAL SOURCES

Local partnerships for businesses that serve a local client base are KEY! Everyone wants to know who you recommend, and you know they’re 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 | PRESS & LOCAL PITCHES

I know everyone has a goal of getting published, and there is nothing more exciting. But often, regional and national press does not 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 companies that can only serve clients locally, I have found that while the press itself might increase your Instagram followers, your email subscribers, or your 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 at how amazing you are! That’s a plus, for sure.

If your goal is to generate leads and get new clients, I have found a higher ROI for clients who pitch to local outlets, publications, and companies. Pitching is definitely a worthwhile tactic, just know what your goal is before investing time or money.

Be sure to check out my complimentary pitch templates here to try them yourself.

08 | REFERRAL PROGRAM

I very much recommend offering a referral program within your business. Even in today’s high-tech marketing climate, old-fashioned word-of-mouth referrals remain a critical means of new business generation.

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 likely hire you.

You can reward that action by offering some type of gift or incentive for referrals. It is a kind and considerate business practice, as well as a means of promoting through the grapevine business building.

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

Be sure to check out this post on how to offboard clients

09 | LOCAL FACEBOOK GROUPS

Facebook groups can be great for getting a foot in the door, and you can find them based on your location. We have a lot of clients who started their 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 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

If you have an office space or can partner up with a local business that has a great space, host an event. Theme it so it makes sense for the 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. But, there is no doubt this will be enjoyed and appreciated by your invitees.

Remember, too, that by partnering up with another local business (a real estate agent, an event planner, or a local salon spa), you are 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. You can read my tips for hosting here.

11 | DELIVER AN EXCEPTIONAL 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 that at no point will a client be more engaged and immersed in design than when they are in the thick of their project while working with you.

It is 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 are having a wonderful time during the process, they will be all a-buzz about interior design and about working with you!

So think about it: you’re with a 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 - you HAVE to make the experience wonderful for every client you work with! And if you need help, my Client Experience Templates will be a game changer.

You can see, there are so many ways you can generate new business leads and connections well beyond Instagram! I didn’t even touch on LinkedIn, TikTok, ads, etc (I am only highlighting the ones I have seen to be successful with my clients).

Each one of these ideas will benefit you and your business in some way. You shouldn’t be 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. But 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 the business you have built that allows you to help clients have their dream spaces.

If you have questions about any of these suggestions or how you can tailor them to your business, I would love to hear from you. Sign up for The Weekly Install, an online weekly publication where I share advice and actionable tips and answer questions from designers.