The internet is a vast and ever-changing landscape. As marketers, we have to be on our toes at all times in order to stay ahead of the game. With so many different strategies out there, it can seem like you’re stuck in an endless loop of trial and error. But what if we told you that there are clear ways to market your kitchen and bath business online? These tried and true methods work no matter what changes happen with the digital world around us!
The pros in the kitchen and bath remodeling business know that there are only a few strategies that truly work when it comes to online marketing.
The distinction between those that are pursuing the newest and most popular marketing methods and those who truly comprehend the fundamentals of sales is that the principles and foundations of sales do not alter. Whether we’re talking about online or offline channels, marketing “facts” tend to remain constant.
The Best Ways to Market Your Kitchen & Bath Business Online
Who doesn’t love getting something for free? The reciprocity principle of marketing is a proven business practice throughout history. It states that the stress response of one person to another is equal and opposite, and after receiving something pro bono, clients feel obliged to purchase from you. While this might sound like an obvious concept, it’s important not to overlook this aspect of marketing in order to bring in more revenue.
We see this all the time in business. Why do upmarket restaurants provide free food samples and giveaways? Because of some kind-hearted impulse to the customers hanging around their stores? Certainly not. They do it because they want to promote a certain product. They comprehend that if consumers obtain it for free and enjoy it, they are considerably more likely to purchase it. In other words, the customer genuinely feels a responsibility to return or repay the favor, even if they never requested it in the first place.
At its core, sales and marketing are guided by principles like these, which provide a solid foundation for how successful businesses use this age-old knowledge to attract new consumers, build their leads, and ultimately increase sales and profits. If you want to expand your firm, you can’t ignore these fundamentals if you’re serious about it. Whether you’re a kitchen marketing novice or have some expertise, there’s no ignoring these principles if you want to grow your company.
How to Attract Your Customer via Your Website
The fact is that there are a few simple methods to bring new consumers to your website that follow the fundamentals and principles of sales and marketing on a larger scale. Now, with the ease of access that the internet provides, reaching out to people is much easier than it’s ever been. However, it is also growing ever more convoluted and complex.
While the internet provides you with a global presence and vast reach, many kitchen and bath companies and website owners struggle to grasp and retain the real nuggets and morsels that are the key drivers behind the sales and the kitchen and bath industry. They quickly change strategies and tactics, becoming enraged and irritated by the failure to achieve as swiftly as they had anticipated.
Kitchen & Bath Marketing Requires Special Skills
In order for digital marketing to be effective at driving traffic and generating new leads, you must use specialized skills—skills that are different from those required for traditional marketing methods. While managers and experienced marketers might find it easy to pick up these skills, what we see time and again is that they’ve passed over because the people in charge don’t know how important these skills really are.
So, how do you get through all of this static to discover the best strategies for attracting potential customers and clients to your website? While there are many more methods to accomplish this than we’re about to describe, these are the foundations of internet marketing. Master these skills and you’ll be well on your way to creating a web sales machine.
Create a Successful Offer
Free offers have long been a major source of clients for successful internet marketers. Free offers assist to start a chain of value leaps and subsequent sales as the client moves up the corporate ladder of service or product choices by your company.
Creating a free offer isn’t always as simple as it appears. Many people go about this the incorrect way, and they end up coming out empty-handed. The first and most important thing to consider is your target audience, which you must customize your offer for. Once you understand your target audience and what they care about, you can create an offer based on this information.
However, some people begin building their free offers without knowing exactly who it is they’re targeting and without a clue of just what their audience will find valuable enough to part with their email address in exchange for this value. There’s nothing wrong with having a general idea about your market and its needs—you’ll gain that understanding as you continue to interact with them online—but there is something wrong with building your entire marketing campaign around guesses instead of actual data.
The goal of the free offer is to get contact information from visitors, then use that list of contacts to send them more valuable content over time, deliver lead nurturing messages until they reach the next stage in the sales cycle, and eventually turn those contacts into customers. It’s a long process, but it can be very efficient if you do it correctly.
A Kitchen & Bath Business’s Central Hub: Blogging
If you want to encourage new visitors to your website, you must start a blog.
Blogging is, without a doubt, one of the most important factors in generating visitors to your website. It is important to note that this crucial step is the one most companies are failing at. A website isn’t a blog, or an online brochure, or social media page. It’s not “another” place for you to write about your company and its story, despite what some people may tell you. Rather, it is the central hub of all your business activity. It was the blog that helped to take your remodeling business from an unknown family-run business in the world, to a global phenomenon.
Everything begins with good content. So before you do any kitchen and bathroom marketing at all, invest resources in developing compelling web copy that speaks directly to your target consumer audience about issues they care about—the hot button problems they have now that makes them search out answers on the Web—and how you can provide those answers for them so they can solve their problems quickly and easily without having to leave the website. Your content is everything, so give it its due attention.
Great content is often engaged with more and shared often by those that consume it. Sometimes, that content goes viral. Whether or not it goes viral, as long as it’s done well, it can propel you into the stratosphere. If you truly want to attract new clients to your website, you must master content marketing.
Google-Friendly Digital Marketing Strategy: A Competitive Edge for Your Kitchen and Bath Marketing
When it comes to digital marketing, the rules of engagement have changed dramatically. As consumers turn more and more to their mobile devices to search the web, many companies struggle with how they’re going to respond. It’s not as simple as building a website, slapping on a few keywords, and waiting for sales to roll in anymore. You need a strategy that will give your firm a competitive edge through content that is written specifically for your target audience—and then amplified across all platforms so Google takes you seriously as an authority in your industry.
We have all heard of search engine optimization or SEO. While many people think of this as just a way to increase your rankings on Google or Bing, there’s actually much more that goes into it than that. You can’t expect to do well if you simply slap up some low-quality web pages in an attempt to game the system with boilerplate text and little need for originality (or even quality) in their writing. If you want your site to appear high in the search results, you need good copywriting that has been proven to convert traffic into leads and sales by creating interest in what you’re offering—not just making them look pretty.
The Importance of On-Page SEO for Kitchen & Bath Businesses
First, of course, you have to take care of the technical stuff. This is what’s known as “on-page” local search SEO services and includes things like keyword research, title tags, page headlines, and meta descriptions. In short: how your pages read to search engines.
All of this has a more profound effect on conversions than most people realize because being able to highlight the exact keywords potential customers are searching for makes it far more likely they’ll find a match for their needs. But don’t stop there! Headlines and subheadings play a key role too by drawing attention to relevant information that encourages visitors to stay engaged with your site—and an engaging story that captures their imagination can go a long term way toward making them more likely to buy. From there, it’s just a matter of making sure your content is compelling, engaging, and targeted at the right audience—and that starts with good copywriting.
Growing Your Business: Social Media Strategies
Clearly, there is a lot of interest in social media. Even today, with the many changes in algorithms to platforms like Facebook and Instagram, kitchen and bath business owners are still using social media to develop their businesses. In reality, today, this is one of the quickest methods to get exposure for any sort of business, regardless of what it involves.
Kitchen & bath marketing requires you to think like a lead-generation strategist so you can create effective content for your website that will pull in new customers. It’s not just about getting people to “like” your Facebook page or follow you on Twitter anymore—it’s much more complex than that. Your marketing strategy needs goals and objectives, and it needs an editorial calendar to achieve them. You need a clearly defined sales team to funnel that has been optimized for conversions at each stage of the buying cycle. And you need a way to catch leads as they move through that cycle.
Kitchen & bath marketing is far more than just “another thing you have to do” in your day-to-day job. It’s so important for firms to get it right because the competition is fierce—and only getting fiercer by the minute. A new kitchen business can’t afford to be left behind when it comes to adopting new techniques that will help them connect with consumers and generate revenue online.
Grow Your Target Audience: Online Marketing Videos
Video marketing is another extremely effective approach to getting people to your website. Develop a set of internet video lessons that will assist someone in their life who is in sync with your business. Use platforms like YouTube and Vimeo to make instructional films that will help you establish yourself as an expert in your area.
It’s also something that takes time to develop. However, whatever technique you use to draw new consumers to your site can’t be expected to provide rapid results. Create instructional bath industry videos on a regular basis, and your audience will grow. Use in-video messages to drive traffic to the right pages of your site, or use them on your blog or website relevant content, or link them to other valuable videos.
It is All About Lead Generation
For many kitchen & bath businesses, there are two types of marketing. One is all about generating leads that are usually picked up through trade shows, paid advertisements, and other one-off means. The second type of marketing is mainly concerned with lead generation—attracting new customers to your website who you then have the opportunity to convert into paying (and repeat) business.
The problem with most kitchen and bath marketing strategies is that they’re focused on lead generation without taking the time to create content that converts leads into sales. You can’t just throw up a website or social media page and expect clients to come rolling in off the street; it doesn’t work like that anymore (if it ever did). Your job isn’t done once you’ve created your site; exactly what it’s just beginning.
Kitchen marketing is about connecting with potential customers so they know who you are, what you do, and how you can solve their problems. It’s not enough for them to see your product or service advertised somewhere—they need to be able to go straight to the source and look at your website for more information.
Kitchen & Bath Marketing: The Secret to a Healthy Business
The most important part of kitchen and bath marketing isn’t social media, although that tool “plays an increasingly important role in lead generation.” The trick is knowing where people are searching for what you’re offering, then giving them a reason why they should give up their contact information in exchange for some valuable content (like an e-book!) that will help make their lives easier.
Kitchen and bath marketing isn’t something you can do once and forget about. It requires a commitment that will increase your exposure to both local and national target markets while improving the user experience for website visits.
Increase Your Sales by Improving Customer Relationships with CRM Software
Customer relationship management (CRM) software is a cloud-based suite of applications that captures and stores all homeowner information. It allows designer teams to use a single platform to handle customer interactions and prioritize activities, ensuring that no homeowner is overlooked. As a result, the customer experience improves. With CRM software, designers can spend less time while following up homeowners’ leads.
You’ll end up wasting valuable time while following up with your incoming leads which will make the kitchen and bathroom renovation process much more difficult and longer. If you find yourself performing the same tasks over and over again, spending all your time tracking down information about past kitchen and bathroom customers instead of staying focused on winning new business, then it’s time to consider a CRM. A CRM can also save money that would have been spent on labor costs by automating the process of finding important information about a homeowner.