Эффективные методы продвижения бизнеса без больших затрат

One of the most daunting tasks of leading a company is knowing how to advertise your business. While there are plenty of investments to make in the early days—a good hire, quality photography, and so on—with a little creativity, your marketing efforts don’t always need to break the bank. AD PRO is here to help you learn how to effectively bring in interest without spreading your budget thin. (And for those looking to spend a little more here or there, we have a few recommendations to share too—like participating in a designer show house.) Below, you’ll find more than two dozen techniques to expand your audience and share your portfolio with the world. “Successful advertising requires a delicate balance of varying yet complementary efforts,” says Benjamin Johnston, partner and creative director of AD PRO Directory–listed studio Benjamin Johnston Design in Houston. “We’ve built our business through a comprehensive approach that maximizes the chances our firm will come to mind when clients are ready to build or decorate their homes.” 1. Appear on a podcast Don’t be afraid to start the conversation: Appearing on podcasts can help you reach a loyal and niche audience. Some popular shows right now are the Business of Home Podcast, A Well Designed Business, Dear Alice, Uploft Interior Design, and Design Curious. Many listeners form an attachment to their favorite podcasters, tuning in every day on the way to work or to wind down after a long day. Let them bring you into their world. It’s also a great way to position yourself as a trusted source or subject matter expert. Podcasts can expand your reach to an entirely new audience, both via the show itself and through promotion on social media. As the medium has shifted from audio-only to both audio and video, “clipping” has emerged as an engaging new form of content. Find the juiciest moments from the show, and use those small snippets to create snappy video content that people can watch on YouTube Shorts, TikTok, and Instagram Reels. 2. Give back Your marketing tactics don’t always have to focus solely on your business and its direct needs. Contribute to your community through volunteering or donations, and allow employees to do so too. It’s a great way to promote your company in the community at large and reinforce your values. There are even charitable organizations that can put your interior design skills to use, like Designs for Dignity and A Wider Circle. “Get involved in the community through volunteering and fundraising for local causes that are near and dear to you,” says Johnston. “These opportunities invite you to connect with like-minded individuals who may one day be interested in collaborating with you.” 3. Offer a paid consultation When you offer a consultation for services, you give customers a chance to try out your services in a bite-size commitment. The more manageable it is to try your services, the easier it is for someone to fully commit down the line. This is your chance to build their excitement and really show them how your services could improve their lives. First impressions last for a reason! You can get started on platforms like TALD, Havenly, Intro, and The Expert. Typical pricing for a session is dependent on factors like experience, location of services, and format (whether it’s a virtual or in-person consult). They can range from $100 all the way up to $800 per session. 4. Create a Substack Email newsletters have always been a powerful tool to wield in the realm of digital marketing and building your online presence—and lately, interior designers are going all in. Substack, a newsletter and blogging platform, has skyrocketed in popularity lately among all types of creators and businesses, including interior designers, in part because of its all-encompassing approach as a brand-building resource. With built-in community tools and its ability to host long-form content that Instagram can’t, Substack can help you grow an aligned audience through storytelling, creativity, and intimacy. Because Substack lets users “own” their lists, you’ll know exactly who you are reaching and with what content. However, that longer-form content brings with it longer production hours. On top of what you’re already doing to keep your business thriving, you may find you can’t devote the extra time. It’s worth taking stock and determining whether you are at a place in your journey where you can focus on tactics that may yield slower, but still quality, results. 5. Participate in a designer show house Designer show houses—events where the public can tour a historic or luxury home made over by a team of decorators—can be an immersive way to make your work feel tangible to potential customers, the media, and future brand partners. Among the most prestigious is the Kips Bay Decorator Show House, which has raised funds for the Kips Bay Boys & Girls Club for more than 50 years. After launching in New York, the showcase has expanded to Palm Beach and Dallas, with spectacular rooms appearing each year. Other notable show houses include the San Francisco Decorator Showcase, the Brooklyn Heights Designer Showhouse, and Wow!House in London. While these events can be a big investment of time and money, they are a powerful way to establish yourself as an industry leader, gain a crown-jewel portfolio project, and help clients envision what you could do for their space in a real, tangible way. 6. Embrace the power of short-form video In 2026, video content is arguably the most effective way to grow your social media account, especially when it’s in short form. A fifth of marketers in a 2025 HubSpot survey reported that it has the highest ROI for their business, contributing to brand awareness, lead generation, and showcasing client success. If you’re already posting on Instagram, making use of short-form content through Reels can significantly boost your reach and increase your likelihood of reaching new audiences. Though YouTube Shorts and TikTok are both viable platforms as well, you don’t need to be active on every one: Focus on the tools that make sense for your business. Create quality content that highlights your achievements, projects, specials, or other worthy news. Lean into your own voice and style—and have fun with it! You don’t need to go full influencer, but don’t be shy either. “Big, extroverted personalities do incredibly well on social media, and social media channels like Instagram stories or YouTube might be a great vehicle for growth,” Johnston says. Bring your biggest, boldest ideas, and build your online identity around them. 7. Focus on quality over quantity Don’t get distracted by follower count. In 2026, engagement is a critical metric: A smaller, highly invested online community based around your business is much more impactful than a large number of ghost followers. Nurture these relationships! “Remember: Less than 5% of your followers on most channels will be true followers, but that 5% can change everything,” says Erich Ploog, partner and managing director at Benjamin Johnston Design. “Those small but mighty connections are often where the magic happens.” 8. Target your audience with Meta or Reddit ads To get your posts in front of as many eyeballs as possible, consider paid advertising on social platforms to boost your posts or gain more followers. Many allow you to specifically target the audience you want to reach by categories such as age, location, and interests. Meta ads are a solid place to start and measure feedback, but you may also want to consider advertising your services on Reddit. The latter can be a meaningful spot to target specific niches and communities beyond basic demographics. 9. Use pay-per-click advertising For certain industries, print ads in a magazine or local newspaper may still be useful, but digital ads are generally more affordable and easier to track. Pay-per-click advertising (or PPC) is a specific type of online advertising where you pay only when a customer clicks on your ad. (Paid search and paid social are both examples of PPC advertising.) Think of the text ads at the top of your Google search, the banners that pop up on the side while you’re shopping online, or sponsored posts on social media—all are examples of this genre. This specific form of advertising can help you reach a highly targeted audience and tailor your message until you get it right. Use Google Ads to understand the needs and habits of your customer base and target your ads accordingly. 10. Level up your email marketing Assuming you already have a decent-size contact list (see our recommendations for brushing up on your business basics below), it’s time to let them know what projects your business is working on. Consider your cadence: You will want to send out a newsletter with some regularity without crowding their inboxes. And absolutely never spam, sell email addresses, or add names without permission. MailChimp, Constant Contact, and Emma are popular services. To get the most from your email marketing, write catchy and short subject lines (MailChimp recommends no more than 60 characters), and deploy your emails at optimal times through tools like Send Time Optimization. And always, always keep your content engaging. 11. Optimize for search engines Chances are that if you offer valuable services or goods, people are already searching for them. The goal is to make sure that your firm shows up when they do. Learn what phrases and terms are most searched for in your service area, and what terms will help you return the best results in search engines. Search engine optimization, or SEO, can get very complex, but it’s not hard to get a grasp of the basics. A well-designed website with optimized keyword integration can go a long way here, so be sure to consider site accessibility and architecture when you’re setting up your webpage. There are also websites, like WebAIM, to check your visuals and ensure there is enough contrast so they are legible and discernible to everyone. 12. Utilize your strengths for content creation Crafting blog posts, articles, or other content on your website can boost both your brand-building efforts and your search engine optimization. Known as inbound marketing, the idea is to use concepts, terms, topics, and phrases that show search engines that you’re an authority on certain topics. To get started, ask yourself: Where is my business already excelling? Then start writing. And don’t stop with site content: Your overall storytelling strategy should stretch to social, where you can capture even more audiences. Play to your strengths there too: Maybe you’re passionate about historic renovations, budget-friendly design advice, or rarefied auction finds. Let the world know. 13. Give interviews or write guest posts Consider creating or acting as a source for content outside of your own channels: It can help you become recognized as an expert, get in front of a new audience, and get valuable links back to your own pages. You don’t have to wait for someone to ask you: Reach out to sites you admire and see if they would be willing to collaborate. If they’re a publisher, some might be willing to host your article on their platform or consider you for an expert source. “While having a strong social media presence is important, so are press placements in regional and national publications,” Johnston says. “We find that it’s best for those placements to be a healthy mix of earned and paid opportunities.” 14. Create impactful visual content Compelling photographs are essential for promoting your business online. It makes sense: Research shows that people are much more likely to click on and retain information when it’s paired with a high-quality image. Videos are not only helpful and entertaining, but also much harder to scroll past. According to Sprout Social, 91% of businesses use video to market themselves. Tip: Video content that is 60 seconds or less consistently performs best across platforms. “I budget about 10% of my overhead for PR and marketing, which includes the cost of hiring a stylist and photographer to shoot two to three projects per year,” says Louisville, Kentucky–based designer Bethany Adams, principal of Bethany Adams Interiors. “Excellent photos are the key to getting good publicity and good clients.” Make sure you request press licensing in advance when negotiating rights with your photographer. This will ensure a smooth handover of assets when it comes time to publish your story. Looking for even more advice on getting the most from your shoots? AD PRO has a guide for photographing and styling your projects. 15. Send press blasts and direct mail When you have meaningful news to announce, such as the unveiling of new products or hires, send out informative press releases and professional photography, if applicable. Though a PR firm can assist you in these efforts for a fee, it’s wise to keep your own ongoing list of consumer, industry, and B2B press contacts who may be interested in your news too. There are also wire services, like PR Newswire, eReleases, and EIN Presswire, that can help you spread the word. And don’t underestimate the power of a well-designed piece of direct mail for big moments like collection launches! 16. Network online Building an online network of customers, clients, and other business owners is an excellent way to promote your company in an authentic way. Follow and interact with other social accounts you like or find interesting. Like or comment on posts, share, and give shout-outs. Just be sure to engage in an authentic way; don’t use others’ digital spaces to promote your business if it’s not relevant—you may lose followers as a result. You can learn marketing tips from analyzing what’s working for your peers or competitors. “Following local businesses and engaging with them on Instagram, TikTok, etc.—and posting your work locally where you’d like to get more work—is always helpful,” says AD PRO Directory member Ariel Okin, who runs her eponymous interiors studio and the lifestyle publication Fenimore Lane. “So is reaching out to other local businesses and seeing how you can co-promote each other.” 17. Participate in live panels and webinars You likely already know that attending conferences and industry events—markets, design days, and fairs—is a path to meeting like-minded peers and staying informed. Take it a step further and volunteer to speak at events or sit on panels, which will give you the chance to put your brand in front of new audiences. If you can’t make it to an in-person event, use webinars—digital panels over Zoom or similar platforms—to showcase your expertise and grow your community. (Since these opportunities don’t require travel, they’re often cost-effective too.) Be sure to set yourself up with an attractive backdrop and good lighting to put your best foot forward. Not sure where to begin? Start building relationships with brands, publications, and even fellow designers who organize events like these, and let them know you want to get involved. If there aren’t any in your area, organize one yourself! Finding industry partners with similar goals to yours can help you learn quickly and build upon each other’s experiences and learnings. This relationship-building will help you bring in new customers organically, says Adams. “Rather than intentionally marketing to a certain client, I try to align myself with other companies or vendors who work on the same types of projects I do,” she notes. “This makes it more likely that the right clients will find me.” Plus, these events and collaborations are golden opportunities to capture clippable content for your social media profile—be sure to take advantage of them! 18. Join professional groups Another place you might find those events and webinars? A professional organization. Whether it’s your local chamber of commerce, a chapter of a national organization like the International Interior Design Association (also known as IIDA), or a special-interest group like the Female Design Council or AAPI Design Alliance, take advantage of the clout and connections that these can offer. Getting to know other business owners and what has and hasn’t worked for them is invaluable when learning how to advertise your business. It’s often good for your résumé and for referrals too. 19. Market your successes Did you win an award? Were you interviewed for an article? Spread that news via a LinkedIn post, which will also help your GEO (or generative engine optimization—a fancy word for AI searchability) and display it clearly on your website. You can also share it on your other social media accounts! Don’t forget to tag your fellow winners and the host organization to help you extend the reach of your posts. This is an easy marketing strategy to get the value of your business in front of as many potential customers as possible. 20. Join a business incubator If you’re looking for information about grants, loans, or training, participating in a business incubator can be a great way to connect with other entrepreneurs in the know. If none exist near you, check out the US Small Business Administration, which offers general and localized advice. 21. Share great reviews Have a pleased client or customer? Ask them to leave a review on a site like Yelp or Google, or email it to you directly. Then put that social proof to work for you: Post it on your website or use it in other collateral, like client guides or social media posts. “Word of mouth from past clients is a fantastic source of marketing that no one really values as highly as you’d think,” Okin says. “Some of our best clients have come from previous clients.” 22. Consider affiliate marketing Affiliates are resellers or lead generators who help promote work or products and, in return, take a cut of the profit. You can either be an affiliate for another brand, or, if you sell products yourself, you can find creators or influencers to be your affiliate marketers. Skimlinks and LTK Creator are great options to start with for exploring this avenue. Interior design sources like 1stDibs and Ferguson Home also offer their own in-house affiliate programs. ShopMy—a user-friendly, creator-led shopping platform—is another fast-growing affiliate tool many designers use now: Kelly Wearstler, Nate Berkus, and Shea McGee are all on the site as featured “curators.” Participating in affiliate means you make passive income and visibly link yourself to a well-known brand. This can ultimately grow your audience and help legitimize your services. 23. Cross-promote your company Team up with other businesses on events, promotions, or product offerings to tap into each other’s customer bases. Collab posts on Instagram are one easy way to do this—as is using an email list to promote a joint event. Digital marketing across other similar accounts, especially small-business owners in your local community, gives you a reach into similar customer pools who likely fit your target demographic. 24. Run a contest or giveaway Ask people to sign up for your newsletter or follow you on social media to enter a contest, sweepstakes, or giveaway for a product or service. You can take it a step further and direct people to tag friends in the comments of a dedicated social post for more entries, which brings even more eyeballs (and welcome engagement) to your page. People will be drawn in by what you’re offering, and you’ll get valuable contacts and followers in return. This is also an opportunity to partner with other creatives in your field. But pro tip: Read up on the legal particulars first; some stipulations apply. Join the AD PRO Directory, our professional network that puts you in front of the right clients. Learn more 25. Don’t neglect the basics Before you tackle some of these advanced tricks of the trade, make sure your house is in order: Build a website One of the most important marketing tools is your business website. If you don’t already have a digital domain, this is one of the most important first steps you can take to get the word out about your work. Your site will help your business name appear in searches and explain to prospective customers what goods and services you offer. It’s also the place where you can present your portfolio, pricing, customer recommendations, and so on in more depth than you can on a social media account alone. To keep costs down, platforms such as Wix, Squarespace, and WordPress offer simple, do-it-yourself templates. Make sure to include a phone number, email address, or a direct way to contact your business. Your site should be a one-stop shop for prospective clients: a place to answer their questions, teach them how you work, show your successes, and give them a way to reach you. Messages and comments on social media can get buried, so you want to ensure leads don’t get frustrated before you can even connect. Cultivate your list A pop-up window or widget on your website is an opportunity to collect emails from visitors—don’t miss it. Those contacts may include future clients, collaborators, and brand representatives who can come through for you in a pinch. If you’re selling goods through your website, consider incentivizing sign-ups by offering an exclusive discount. You can also add a link list to your social media profile with platforms like Linktree, which will help collect valuable contact information while pulling traffic to your website. Those link lists can also be useful for sharing press hits, fundraisers, and other resources. Pad your email signature Don’t waste the valuable real estate below your email signature. Add customized info about your business, a special offer, or a great review from a customer. And remember to direct people to your social pages, business website, or particular products—and encourage your staff to do so too. Set up your socials—with intention One of the most effective ways to engage your future clients is to find them through the social media platforms they already know and love, such as Instagram, TikTok, YouTube, X, Facebook, Pinterest, and LinkedIn. Make sure to turn on the Business Profile option where applicable, and pay attention to data insights on how your content is performing. “I’ve grown my business almost entirely through Instagram,” says Valeria K, an interior stylist and decorator based in Sydney, Australia. She sees her content more as a creative diary than traditional advertising—and that kind of authenticity is often the differentiator clients are seeking. “In interior design, people are not only looking for beautiful spaces, but also for personality, comfort, and a feeling they can connect to,” she notes. Attend trade shows and other local events Knowing how to promote your business locally will help you spread brand awareness while allowing you to take in new information—like getting to know what your community is actually looking for in your field. “Locally, word of mouth is invaluable,” says Adams. “I have several clients who have become great friends and are very generous about recommending me to their friends.” She recommends volunteering for a committee offering pro bono design work for a foundation and participating in in-person events like trade shows, trunk shows, or show houses. Hone your business profile To ensure that your business gets surfaced during a Google search, set up a free Google Business Profile (formerly known as Google My Business), which will help you show up in Google Maps. And don’t be too quick to dismiss the power of Bing and Yahoo (even if those names might have the ring of Y2K): A profile with Bing Places for Business and Yahoo Local (which runs between $8 and $42 per month) can also help boost your search results in online directories, maps, and even voice-activated searches across different software platforms. Overall, you will appear far more established and reputable with an official listing. Adams also recommends getting listed as a trusted professional on sites such as 1stDibs, The Expert, and the AD PRO Directory. You will attract clients who are already seriously looking for services and are tailored to your specific needs—and that’s a win for everyone.