A business platform is a place where your brand interacts with clients, offering experiences and services that build trust and drive engagement. It could be virtual, like a podcast or email series, or physical, like a recurring event or showroom. Designing the right platform for your brand can help you stand out and connect meaningfully with your audience.
What Is a Business Platform?
Think of a business platform as the bridge between your brand and its audience. It’s not just a marketing channel but a space where your clients experience your expertise and value. Some examples include:
- Podcasts: Sharing industry insights or hosting guest experts.
- Email Flows: Automated email sequences that nurture leads and build relationships.
- Events: In-person or hybrid gatherings that showcase your work and foster community.
The format you choose depends on your goals and the habits of your target audience.
Why You Need to Design a Business Platform
Strengthen Client Connections
Platforms give your audience a consistent way to engage with your brand. For example, a monthly newsletter can position you as a thought leader in the design industry.
Expand Your Reach
Virtual platforms like YouTube or Instagram can attract a global audience, while hybrid events combine accessibility and personal interaction.
Build Brand Authority
Platforms that offer value – whether through design tips, tutorials, or case studies – position you as the go-to expert in your niche.
How to Design a Business Platform
1. Understand Your Audience
Define your ideal client and research their preferred ways of interacting. For instance, if they’re visual learners, platforms like Instagram or YouTube might be ideal.
2. Set Clear Goals
Decide what you want to achieve with your platform. Do you want to nurture leads, grow your email list, or drive sales? Clear goals will shape the content and tools you use.
3. Invest in the Right Tools
Use automation tools to simplify tasks. Platforms like MailerLite or Flodesk can help streamline email marketing, while tools like Canva elevate your visual content.
4. Decide Who Will Manage The Platform
A well-managed platform ensures consistent and high-quality interactions. Identify who will handle content creation, audience engagement, and analytics. Options include:
- Hiring a dedicated marketing professional or virtual assistant.
- Sharing responsibilities among team members.
- Outsourcing to an agency or freelancer with expertise in managing similar platforms.
Having clear roles prevents mismanagement and ensures your platform remains impactful.
5. Prioritize Content Consistency
Create a content calendar and stick to it. For example, a podcast released on the same day every week builds anticipation and trust.
6. Track Performance
Measure your platform’s impact using metrics like engagement rates, lead conversions, or attendance at events. Use this data to refine your approach.
Examples of Effective Business Platforms
The Expert Podcast
An interior designer hosts a weekly podcast on sustainable home design, attracting eco-conscious homeowners and creating a loyal following.
Monthly Webinars
A design firm offers free monthly webinars on trending styles, turning attendees into paying clients over time.
Email Marketing Mastery
A decorator uses email flows to guide potential clients from inquiry to booking through engaging storytelling and case studies.
