Jennifer Smiga is the founder of Ultraviolet (UV), a digital marketing agency specializing in creating effective strategies and activities for home brands and design professionals to thrive online. She is also the visionary behind UV’s Ultra Collective, an innovative AI-powered platform designed to address the challenges interior designers and home brands face in collaborative endeavors.
Get inspired as Jennifer shares her knowledge and experiences in brand strategy, identity, content and influencer marketing, and social media.
The evolution of websites from static brochure-style pages to dynamic, content-rich platforms underscores the importance of adding valuable, locally relevant information to improve search engine rankings.
For professionals, especially designers in specific regions, sharing insights about regional design, trends, and even local building codes can signal to search engines and potential clients that you are an active expert in your field.
This transformation in web content strategy is a powerful tool for enhancing visibility and trust in your professional services.
1. Acknowledge the evolving landscape in your industry.
2. Regularly update your website with valuable content.
3. Focus on local expertise and how you approach design in your specific region.
4. Utilize different content formats like blogs, FAQ pages, or expertise showcases.
5. Demonstrate your activeness and knowledge in your field through your website.
Jen underscores the importance of authenticity and content development in modern marketing. The era of keyword stuffing is long gone, and businesses are evolving into content-focused entities. In order to be outstanding in search engine rankings, it’s crucial to identify where you want to appear in search results and become an authority in those areas.
This authority extends beyond regional relevance, encompassing subject matter expertise. Moreover, the trend of holistic marketing, where various digital components are interconnected, reinforces a consistent online presence that resonates with search algorithms.
Analyzing data through tools like Google Analytics, HubSpot, or Klaviyo is vital for adapting to search trends, optimizing website content, and staying organized and knowledgeable in the digital landscape.
“If you’re gonna spend, look and see what’s worked and what hasn’t.”Jennifer Smiga
Setting a marketing budget is the initial step. Design professionals and home brands must understand the recommended budget allocation based on whether they operate in a B2B (business to business) or B2C (business to customer) context.
B2B brands typically allocate 2-5% of their overall revenue to marketing, while B2C brands allocate 5-10%. This budget encompasses various aspects, including website development, content creation, photography, video production, and branding materials, but it doesn’t cover staffing costs for in-house marketing professionals.
Jen highlights the success story of Polycor, a company in the service industry, particularly its efforts to promote Albrene soapstone, a material relatively unfamiliar in homes at the time.
The company’s success in driving awareness and growth in the market was achieved through a strategic digital marketing campaign. Key factors in the success include:
Photos and videos play a critical role in the design industry and highlight the importance of hiring professionals who understand architectural interiors. That being said, common mistakes include:
1. Sharing embargoed projects.
2. Inability to take the correct projects to attract the attention of magazines.
Partnerships and collaborations are of high value in the design industry, according to Jen.
Successful partnerships are built on shared values, a strong foundation, and a clear understanding of what needs to be created, whether it’s photography, video content, or other assets. Both designers and brands should bring resources to the table to seal the deal and make the collaboration effective. Here are some tips: