Don’t Neglect the Personal Touch

To tweet or not to tweet, that is the question. With so many social networking channels, interior design blogs and designer directories available, where should you be putting your marketing time and efforts? I have two thoughts on that subject I would like to share with you.

Online marketing experts will tell you that you should be everywhere and, preferably, all the time. You have to make some noise if you want to be heard above the roar of the digital crowd. That may be true for companies trying to attract the mass market, but that’s not you. You want to target your “best client.” First, take some time to investigate where your “best client” is going to seek out interior design advice or to follow trends, and focus your efforts there. Try not to get distracted by all the noise. Remember, one good client is more valuable than a hundred “followers” who just want to pick your brain for design solutions.

Social media and online marketing can be effective tools to attract potential new clients, but they are no substitute for personal contact when it comes to developing and maintaining client relationships. Taking the time to call on clients, invite them to lunch or dinner, drop off a little thank you gift, or send them a handwritten, personal note sends a strong message that you care about them and their wellbeing, not just their business. It gives you the opportunity to form a stronger bond and to build trust, which are critical to securing future projects and referrals.

Of course, you and your clients are both busy, busy, but personal contact need not be time-consuming, onerous or expensive. A little goes a long way. It’s also much more satisfying than all that digital chatter. In my book, a client’s gratitude is worth a thousand tweets.

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