Brand Lift host, Tori Sikkema, discusses Marketing, SEO, Websites, and trends to help you grow your brand

The Power of PR and Marketing Strategies

Jennifer Smiga, Founder of Ultraviolet (UV) and UV’s Ultra Collective

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. 

HOW CAN HOME BRANDS AND DESIGN PROFESSIONALS HARNESS ANTICIPATED KEY TRENDS IN DIGITAL MARKETING?

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.

Jen advises to:

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.

WHERE TO INVEST YOUR MARKETING DOLLARS FIRST?

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

WHERE SHOULD YOU PRIORITIZE YOUR MARKETING INVESTMENTS?

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.

Jennifer suggests that you should start by

• Setting a Clear Budget: Establish a budget for your marketing efforts.
• Defining Budget Components: Include expenses for website development, content creation, and digital branding.
• Evaluating Past Performance: To inform your budget allocation, assess what has worked and has not been in previous marketing endeavors.
• Expert Guidance: Consult with mentors or marketing experts for strategic budget planning, avoiding impulsive decisions.

WHAT IS A SUCCESSFUL DIGITAL MARKETING CAMPAIGN?

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:

• Identifying Niche Markets: Recognize opportunities in niche markets or underutilized materials.
• Creation of Valuable Content: Develop content that educates, informs, and engages the audience about the product or material.
• Keyword Optimization: Invest in keyword research and optimization to improve online visibility.
• Tell Compelling Stories: Share success stories and experiences of designers and users to build credibility and trust.
• Achieve High Google Ranking: Aim to rank within the first few positions on Google to maximize visibility and reach.

COMMON MISTAKES IN INTERIOR DESIGN & BRAND PHOTOGRAPHY

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.

HOW TO BECOME A BRAND PARTNER AND HAVE A SUCCESSFUL PARTNERSHIP?

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:

• Embrace Matchmaking: Facilitate partnerships between designers and brands that share values and a product connection.
• Clarify Your Goals: Both sides should be clear about their goals for the partnership, whether it’s sales, awareness, or other objectives.
• Understand What Partners Want: Ensure everyone understands each partner’s desires from the relationship, product placement, payment, or resources.
• Consider Long-Term Goals: Consider how partnerships align with long-term goals, whether they open doors to new projects, services, or opportunities.
• Sustain Relationships: Regularly assess what works and doesn’t in collaborations and maintain open communication with brands for ongoing partnerships.

Good luck, and let me know how these tips help you to grow your community!

Until next time, take one new action that lifts your brand!

Tune in for Branding, Marketing, and Business

Jennifer Smiga:

Website:  https://ultravioletagency.com/

Instagram:  https://www.instagram.com/ultraviolet_agency/

Facebook: https://www.facebook.com/ultravioletagency/

LinkedIn: https://www.linkedin.com/in/jennifersmiga/

Email: jen@ultravioletagency.com

Tori Sikkema:

Website: https://torisikkemaphotos.com/

Instagram: https://www.instagram.com/torisikkemaphotography/

Pinterest: https://www.pinterest.com/torisikkemaphotos/

YouTube: https://www.youtube.com/channel/UCEpOyhNNzp6yFwzPLYR8xQQ