When Heather reached out for help with marketing, she was in a position of starting her own solo venture, and needed a marketing presence to get her name and work out to the masses.
So we started from the beginning. We sat down together and had a conversation about where she was in her business currently, and took the opportunity to plot her business goals for the next 5 years. We wanted to design a marketing strategy that would work not only for her short-term goals, but also her long-term — laying the right foundation was a critical step. We also defined her target market and ideal customer, along with her unique selling proposition.
We wanted to design a marketing strategy that would work not only for her short-term goals, but also her long-term — laying the right foundation was a critical step.
The next item on our agenda was to create a brand identity. The client wanted a clean, modern, typography heavy logo. She wanted her work to stand on its own, so it was crucial that our branding support but not overshadow the real star, the interior design. With that in mind, I created a logo and supporting elements in grayscale, and supported it with a set of typefaces that are classy, elegant, and modern — all adjectives that are in line with her work, and her client’s tastes. Finally, to support the brand, we made a connection with a local photographer and collaborated to take a styled photosession of Heather herself, so that the images of her were ones that she is happy with, and matched the brand aesthetic.
Once the branding was established we created a website that echoed how she wants her interiors to feel. The website is a breath of fresh air visually with ample white space, and the UI/UX is easy to navigate. Since the website was image intesive, leaning heavily on her portfolio, each image was carefully titled and captioned, as well as a description and alt text for SEO and best accessiblity practices. When it came to the contact form, we wanted to gather enough information to vet her clients so she is not inundated with potential clients who aren’t serious, while also not asking so many questions that someone might get annoyed and simply walk away.
We also took a careful look at how to retain existing customers and turn them into evangelists. We developed an email marketing campaign using Flodesk that we created a full welcome sequence with and email opt-ins on the website. We had additional conversations about the importance of using Customer Relationship Management software, and got her set up with Hubspot so that she can track her sales pipeline and manage her client interactions with ease.