This document provides guidance for architects and interior designers on digital marketing. It discusses setting goals and key performance indicators based on business objectives. It also emphasizes understanding target consumers, creating a marketing funnel framework, choosing appropriate digital channels, and developing content based on insights into consumer behavior and interests. Regular measurement of performance is highlighted as important for optimization. Specific social media platforms like Instagram, Pinterest, and LinkedIn are covered, along with hashtags and tools for digital marketing.

1. Consumer Connect
2.0
For Architects and Interior Designers
1

2. Digital Explorer & a
Proud Father
20+ Industry Experience
Serial Entrepreneur
Process Automation , People Management
Specialist
Specialized on Strategic Management ( IIM) &
Computer Science ( Jadavpur University)
Strategy
Competency Mix
2
Marketing Technology
The Other Side
Loves solving lateral puzzles
Avid Quizzer , though loses to his son always
on quizzing
Constant learner and believes LIFE is Learn,
Improvise, Future Skills, Entertain

3. UrsDigitally
As the Name Itself Says
We Do Not Offer, We Co-Create
With a team of around 100+ odd people we have not
only crafted around 200 digital roadmaps in the past 2
years but also executed them with an iron hand.
And the madness continues amidst the chaos…
#orderinchaos*
*Courtesy : Our Dan Brown inflicted team
We are not the kids of Nepotism, We Just
Fell for Marketing Badly…Digital is a
Passion Fruit that made it beautiful

4. 4
Source : https://www.youtube.com/watch?v=fMOlfsR7SMQ
Simon Sinek , Golden Circle

5. 5
Source : Google
Over ‘Reliance’ on Digital Channels to fulfill micro-moments
#socialdistancing #nocontactdelivery to become the prevalent
ethos
Technology Disruption ( AI, VR, AR …)
Integrated Marketing efforts with Goal & KPI tracking

6. 6
Source : Google
Business Objective => Goal => Process to achieve the goal => KPIs to measure each process or
steps

7. 1 F + 3 C Methodology (Funnel, Consumer,
Content and Channel)
7

8. 8

9. 9
•Lead Magnet
1)A article giving DIY Home care tips (ex: How to Make Your kids room lively / 5 tips to make best out
of waste)
2)Register and get a chance to interact with city’s top interior designers for an exclusive virtual
workshop
3)DIY Assessment of your interiors and space utilization
•Nurturing – Primarily mailers ( post opt-in) or custom audience communication with some interesting
CTAs like free virtual assessment
1)Vlogs with celebrity influencer
2)Social Event Videos impressing the social side of the brand
3)Seasonal Tips
4)…
•Tripwire
1)Paid f2f event registration
2)An home interior e-book with home tips & techniques
3)…

10. 10
•Core Product
1) Land them to your offering page ( FB , 3rd Party , Own Website)
1) Make your home look better
2) Gift for partner a space she can never forget
3) Before the party begins
•Profit Maximizer
1) The 4 season assessment scheme
•Return Path
1) Loyalty Club with points for review and share
2) Recommend us to 5 of your friends and be the first to experience our new launch once they
purchase
3) ….

11. Potential Consumers –
For Interior Designers
• Age-Group (25-55)
•Interests: DIY, Interior Designing, Art and Culture , Organic
Homes, Small Spaces, Home Decor etc
•Characteristics:
Has a knack for exploring the various art forms across
the globe
Has a knack for exploring various home décor items like
plants, handmade materials, lights, space-saving furniture,
paints etc
Has a Knack to Adopt Sustainable DIY skills , a boon for
people who are planning to design Low-Budget Organic
Homes and large-scale commercial projects
11

12. 12
Potential Consumers-
For Architects
• Age-Group (25-55)
•Interests: DIY, Designing, Art and Culture , Architecture, Sustainable Design,
Intelligent use of Space, Illumination Techniques , Landscape Planning,
Calamity Resistant Structure etc,.
•Characteristics:
Has a knack for exploring the science of designing residential and
commercial structures
Has a Knack for Sustainable Materials (For Ex: How to Design
Container Homes), a boon for people who are planning to design
Organic Homes and Studio Apartments (Micro Apartments are a rage in
China, Japan and New York in the US) populated metro cities in India are
slowly adapting the trend

13. 13
•Consumer Growth Hacks
1)Segment your consumers regularly basis and maintain separate lists
1)Location
2)Age
3)Gender
4)Interest Area / Other Characteristics
5)…
2)Use Survey Application like Survey Monkey / FB & Instagram Polls to understand their behavioral
patterns and characteristics
3)Use Custom Audience Feature of FB to import the consumer phone numbers / email ids to create
specific Ad Groups
4) Constantly nurture your audiences with regular broadcasts ( Mails or Whatsapp)

14. 5/25/2020 14
Product
Communication
Social
Observance
Campaign Based
Communication
Digital
Commerce
Moment
Marketing
Brand
Promotion
Organic Communication
Nurturing
Communication
Content Model
Framework

15. Content Checklist
Start posting your best images on a daily basis
Post your Project details / customer testimonials in video and long form
formats
If you don’t have enough photos to sustain a daily content schedule,
curate images from other sources and mix them in with your own while
giving credits
Study your Instagram Insights to see which photos are doing better
than the rest and let it inform which images you upload
If you run out of images, Recycle your top-performing shots from the
last 90 days
Update your bio URL to drive interested visitors to your project pages
15

16. Empowering Brand
‘You’
Killer photo
Caption tagging photographer and name of the
project
Link in bio
20–30 interior designing hash tags
Instagram
Channel Mix
16
Pinterest LinkedIn
Digital Toolbox
UberSuggest – Keywords and Content
Topics , Neil Patel is generous and we wish he
remains so
Hashtagify-Find and Analyze Top Hashtags
from Twitter and Instagram
Canva – Your DIY Designing Tool , It is free
too
P.S. Publications for Interior Designers- Homify, Goodhomes, Dezeen, Dwell etc
Publications for Architects -ArchDaily, Dezeen, Designboom, Architect Magazine,
Inhabitat, Architecture Now, Homify

17. Insta Hacks
 Support Small Business Sticker- Users can add the “Support Small Business”
sticker to their Stories, they can mention your brand directly.
17
 Instagram has just announced a new native shopping experience on their
platform: Instagram Shops. These shops are immersive, full screen virtual
storefronts that make it easy for you to sell products natively within the app.
Your shop can be linked to your Instagram profile .
P.S. If you haven’t seen shops yet, that’s okay: They only just started rolling out this
week, and the feature will continue to have expanded access to more advertisers
over the coming months.

18. Insta Hacks
Share Live Videos to IGTV-We’re now able to share live videos directly to IGTV
after they’re done recording.
Previously, Lives could be uploaded as Stories, but they’d disappear after 24 hours
and would be broken up into 15-second chunks.
18
Instagram Tests New Video Trimming Tool-It’s been a little while since we’ve
gotten a Stories feature, and this will likely be a useful one for small businesses who
are uploading and creating Stories on the go.
Instagram is currently testing a new tool that will allow users to edit and trim
videos for Stories within the app.

19. Pinterest Tattwa
19
The word "ideas" at the end of the description works well. Remember, there are mostly end user/consumers there using the search bar and hashtags, so you want to
try think like them.For example, #livingroomideas, #kitchenideas, #decoratingideas are popular
It's important to realize what information or labels Pinterest pulls into their site from yours. You need to know where that info is located so that you include
keywords and descriptions in that area of your site
Use text overlay on one image for pinning. However, they do work much better than an average photo because it is like a big sign traveling through the feed.
Vertical pins take up more real estate on Pinterest. They are much more likely to catch a pinner's eye than a horizontal one, the optimum ratio for a Pinterest pin is 2:3
(2 being the width and 3 being the length) or 600 x 900.
Visual Search Engine - Pinterest is striving to link you to the information you are looking for, just like Google

20. LinkedIn Tales
20
LinkedIn Live
Stream live video content to drive record
engagement with your professional
audience
Explore LinkedIn's publishing platform
Establish your voice in your professional
field. Get all the tips, tricks, and analytics
you need to publish impactful content and
reach a wider audience
LinkedIn Poll
Create one from your Home Page to
keep your connections engaged
You can find LinkedIn Groups you’re
already a part of and discover new
groups to join by using the Search Bar
LinkedIn Premium
Discover who all are visiting your profile,
send In-mails and sharpen your skills via
LinkedIn Learning

21. Trending Hashtags
21
#exterior #design #exteriordesign #home
#homedesign #homeinspiration #designinspo
#exteriorinspo #minimaldesign #australiandesign
#minimal #homeinspo #australianarchitecture
#housedesign #industrialarchitecture #minimalism
#amazingarchitecture #architecturephotography
#architexture #designers #australianarchitect
#architect#architecturelovers #architectureinspo
#dezeen #archdaily

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Key Takeaways
Choose your Goals and KPIs based on core business objective
Visualize your Funnel to have a theme for all what you do on Digital
Understand your consumers well by using Surveys and Data Insights
Choose your Channels based on your Consumer Browsing behavior
Plan your content based on the Communication Framework
Measure , Measure , Measure

23. 23
Suggested Toolbox
Google Alert
Google Search Console / Google Analytics
Channel Insights
Ubersuggest
Google Trends

24. 24
Key Takeaways
Choose your Goals and KPIs based on core business objective
Visualize your Funnel to have a theme for all what you do on Digital
Understand your consumers well by using Surveys and Data Insights
Choose your Channels based on your Consumer Browsing behavior
Plan your content based on the Communication Framework
Measure , Measure , Measure