Businesses in the hospitality design space have very specific and unique needs when it comes to hospitality design marketing. Here are some tips for marketing your hospitality design business online to help you stand out from the competition, generate more paying clients, and win more of the ideal projects that you dream about.
Whether you want to admit it or not, you have competitors.
If you don’t know who your competitors are, you can do a quick search with a tool like SpyFu.
To differentiate your hospitality design company from the competitors, evaluate things such as your value proposition, marketshare, branding, website interface, customer onboarding process, and existing customer feedback.
First you really need to define specifically what it is you offer that is different from your competitors
Ask yourself questions like this…
These are just a few of the endless examples of differentiating your hospitality design company from the competitors.
Unique and innovate approach can be an unbeatable strategy for marketing your hospitality design business.
Solving a major problem for your clients will make you stand out from your competitors, and give your marketing additional value to attract new clients.
To begin you can research your competitors to see what their main “hook” is, what it is they push visitors to the most on their website, and what they emphasize the most in their marketing and advertising campaigns. Again, you can use a tool like SpyFu to see their websites, ads, traffic sources, budget, etc.
After you research your competitors in the hospitality design industry, you can begin to identify where you fit into the market, and understand the gap you need to fill in the market to stand out from your competitors.
Its always a great idea to evaluate your website and digital marketing campaigns to see if you can improve the conversion rate of your traffic by providing a better user experience.
Taking a USER first approach to hospitality design marketing will ensure that your visitors can easily get to the information they seek with minimal effort, so they can decide quicker whether they want to work with you or not.
If you have an existing customer base, you can ask them to participate in user experience research to give feedback on the current website interface to pinpoint problems with the information architecture and user interface that cause users to get frustrated.
User experience and conversion rate optimization are very important when trying to achieve a positive ROI when marketing your hospitality design business online.
Why waste money on advertising that doesn’t convert your traffic into paying clients?
That is exactly what you are doing if you don’t optimize your website and marketing campaigns to perform with maximum efficiency and provide the best user experience possible.
If you help your users get to the information they are looking for as quickly and easily as possible to make informed decisions, you stand a much better chance at retaining visitors and converting them into a qualified lead.
There are no true replacements for face to face networking, and building business relationships when doing hospitality design marketing. Trade shows are an excellent way to fill your pipeline with highly targeted leads.
You can setup your own booth, but don’t be afraid to socialize with other vendors, and networkers. Believe it or not, networking with someone that you know stands zero chance of becoming a client of yours is not necessarily a waste of time, especially if that person has connections in the industry that could open you up to more referral clients.
Make sure to log your qualified leads into a CRM system such as Salesforce or Pipedrive so you can manage sales activities related to each deal to keep them moving through your pipeline towards a closed deal.
Linkedin is one of the best online platforms for doing B2B hospitality design marketing, and building a powerful network of potential hospitality design customers online.
As the owner of a hospitality design or FF&E company, you will greatly benefit from setting a goal of spending several hours per week networking on Linkedin to grow your connections and create valuable and high quality content to attract potential customers.
Some activities you should consider:
Why are you losing projects?
Find out why, and formulate a solution to win more of the projects you are losing before going after new projects.
Converting more leads into sales = a better ROI.