Publish October 21, 2023
dart board

The Power of the Online/Offline Strategy in Business

In today’s digital age, it’s all about presence, connection, and leveraging platforms to your advantage. As an interior designer, I’ve adopted an online/offline strategy to bolster my business and cultivate meaningful relationships with my audience. Today, I’ll share how I’ve used this strategy to achieve success and how you can adapt it to your business.

Why Instagram is My Hero Platform

Of all the social media platforms available, I’ve found my sweet spot on Instagram. Why? Because it’s where my clients – other interior designers – hang out. Instagram is visual, dynamic, and interactive, making it the ideal platform for a design-centric business.

Every piece of content I produce is tailored for Instagram. I’ve invested significant time in fine-tuning my bio, ensuring it encapsulates my brand and mission. I make tweaks regularly to keep it fresh and aligned with my evolving goals. has been a game-changer for me. It’s a fantastic tool that allows me to customize the links in my profile, directing my audience to various resources or promotions. Plus, it provides stats to measure engagement and conversion, which are invaluable for business growth.

Curating My Audience and Community Engagement

It’s not just about posting; it’s about reaching the right people. To ensure my content resonates with potential clients, I’ve been proactive in curating my audience. I follow a plethora of designers and companies in the industry, fostering an environment where my content is seen by potential clients.

But remember, social media isn’t a one-way street. Engaging with my community is paramount. I make it a point to not just mindlessly scroll but actively engage by liking and dropping thoughtful comments.

Purposeful Content: Educate, Entertain, Inspire

Every post I create serves one of three purposes: educate, entertain, or inspire. Sometimes, I mix and match, but the underlying goal remains the same – adding value to my current and potential clients. With the average visibility of posts around 5% on Instagram, it’s crucial to ensure the content captivates the right audience. It begs the question – what’s your hero platform?

Enticing Visitors Off the App: The Magic of Lead Magnets

While Instagram is a powerhouse, I believe in the power of diversification. I employ lead magnets – free resources or offers – to encourage my followers to migrate off the platform and deepen our relationship. For instance, I offer a free copy of my book. It’s not just any book but one that has given me an edge. Think about it, how many interior designers have penned a book that isn’t a coffee table book? Such initiatives not only foster authority but also provide potential clients with a valuable resource about the intricacies of working with a designer.

Exclusive Newsletters: Valuing Your Audience’s Trust

Lastly, there’s my newsletter – an exclusive gem I reserve only for those who trust me with their email addresses. I understand the reluctance in sharing personal details in today’s spam-filled world. Therefore, I ensure my newsletter is brimming with exclusive insights and information, offering unmatched value.


Blending the online/offline strategy is not just about being everywhere but being purposeful in your approach. It’s about creating content that resonates, engaging with your community, and offering value that extends beyond the confines of a social media platform.

If you’re an entrepreneur, especially in a creative field, I urge you to identify your hero platform and strategize accordingly. Remember, it’s not about sheer volume, but the quality of connections you make and the value you provide.


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