{"id":45174,"date":"2020-05-19T12:04:29","date_gmt":"2020-05-19T12:04:29","guid":{"rendered":"https:\/\/www.compusoftgroup.com\/uncategorized\/marketing-strategy\/"},"modified":"2021-04-28T12:43:37","modified_gmt":"2021-04-28T12:43:37","slug":"marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.compusoftgroup.com\/en-au\/kitchen\/marketing-strategy\/","title":{"rendered":"Implementing an Online Marketing Strategy to Attract New Customers"},"content":{"rendered":"<style><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span>html {<br \/>  scroll-behavior: smooth;<br \/>}<\/style>\n<p><a href=\"#Searchability\">1. Searchability<\/a> \u00a0 \u00a0 <a href=\"#UserJourney\">2. User Journey<\/a> \u00a0 \u00a0 <a href=\"#ImportBlog\">3. The Importance of a Blog<\/a> \u00a0 \u00a0 <a href=\"#Interactivity\">4. Interactivity<\/a><br \/>\n<a href=\"#NewSite\">5. Looking to Create a New Site?<\/a> \u00a0 \u00a0 <a href=\"#GoingSocial\">6. Going Social<\/a><\/p>\n<p>Over the past few months while most of Europe has been in lockdown due to the global pandemic Coronavirus, online communication has been one of the few forms of communication we&#8217;ve had to rely on, and people have been on their phones more than ever, given that many of us have little else to do!<\/p>\n<p>In addition, while being stuck at home over the past month, people will have inevitably been looking around at the interior jobs they&#8217;ve yet to start (or finish) and fantasising about their next projects whilst looking around the web for inspiration.<\/p>\n<p>We are now emerging from the crisis in many parts of Europe, with measures being relaxed by varying degrees, but many consumers are continuing to restrict their movements to help prevent the spread of Covid-19.<\/p>\n<p>This might be the ideal time to focus on the ways in which you can improve your online marketing presence &#8211; whether than be an improved website, blogs to draw customers to it, or raising your social media game to make even the greatest Instagram influencers proud.<\/p>\n<p>However, we know online marketing is not something that is familiar to everyone. That&#8217;s why we&#8217;ve brought together retailers, marketing and PR experts to make it as easy as possible for you to plan and implement an online marketing strategy that will attract new customers during this time and into the future.<\/p>\n<p>&nbsp;<\/p>\n<h3><b><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-26459 size-full\" src=\"https:\/\/www.compusoftgroup.com\/wp-content\/uploads\/2020\/05\/tiles-and-wall-finishes.jpg\" alt=\"bathroom with white tiles and wooden floor. including feature bath tub and fabric lounge chair. \" width=\"600\" height=\"331\" srcset=\"https:\/\/www.compusoftgroup.com\/wp-content\/uploads\/2020\/05\/tiles-and-wall-finishes.jpg 600w, https:\/\/www.compusoftgroup.com\/wp-content\/uploads\/2020\/05\/tiles-and-wall-finishes-300x166.jpg 300w, https:\/\/www.compusoftgroup.com\/wp-content\/uploads\/2020\/05\/tiles-and-wall-finishes-100x55.jpg 100w, https:\/\/www.compusoftgroup.com\/wp-content\/uploads\/2020\/05\/tiles-and-wall-finishes-45x25.jpg 45w, https:\/\/www.compusoftgroup.com\/wp-content\/uploads\/2020\/05\/tiles-and-wall-finishes-156x86.jpg 156w, https:\/\/www.compusoftgroup.com\/wp-content\/uploads\/2020\/05\/tiles-and-wall-finishes-280x154.jpg 280w, https:\/\/www.compusoftgroup.com\/wp-content\/uploads\/2020\/05\/tiles-and-wall-finishes-580x320.jpg 580w, https:\/\/www.compusoftgroup.com\/wp-content\/uploads\/2020\/05\/tiles-and-wall-finishes-260x143.jpg 260w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><br \/>\n<\/b><\/h3>\n<h3><b>Virtual Shopfront<\/b><\/h3>\n<p>First to consider is your website &#8211; this is your virtual shopfront and should be treated wit the same care and attention as your physical store front, and even more so if you&#8217;re located out of town and away from passing foot traffic.<\/p>\n<p>You probably already have a website but there are some ways you can improve and optimise it to maximise its impact and effectiveness.<br \/>\n<span id=\"Searchability\"><\/span><\/p>\n<h3><b>1. Searchability and SEO <\/b><\/h3>\n<p>Search engine optimisation (SEO) is crucial if you want to appear at the top of Google searches. To optimise your site for search engines you must know what search terms or keywords your customers are most likely to be using, and then you must include these keywords throughout your web copy in an organic way so that your copy flows nicely, is readable and to the point. Ensure your content is regularly updated to keep your site looking fresh.<\/p>\n<p>Digital marketing teacher and trainer, Andrew Davis, comments: \u201cKeep your web copy keyword-focused but short, snappy and readable. It\u2019s got to be written for search engines but also for your audience.<\/p>\n<p>You want visitors to your site to keep reading and there is one unwritten rule for good web copywriting \u2013 try and avoid commas. Stick to short sentences broken up by full stops and try and limit paragraphs to two or three sentences.<\/p>\n<p>\u201cSearch engine optimisation is really about two main factors \u2013 what happens on your site, and what happens off your site \u2013 so on your site you\u2019re making sure you have keywords, with those keywords linking to other pages on your site. You can also use services like <a href=\"http:\/\/www.semrush.com\" target=\"_blank\" rel=\"noopener noreferrer\">SEM Rush<\/a> or <a href=\"https:\/\/neilpatel.com\/ubersuggest\" target=\"_blank\" rel=\"noopener noreferrer\">Neil Patel\u2019s Uber Suggest<\/a> and these will give you what is called \u2018a domain score\u2019 \u2013 so you just type in your domain name [website address] and it gives you a score between one and 100 \u2013 most small businesses should be scoring around 20 and if you\u2019ve been operational online for a long time then the score should be at 30 or 40. You want to make sure you\u2019ve got links on other sites that link back to yours \u2013 this will also help improve your score.\u201d<\/p>\n<p>Another tip is to keep it local. Being found for generic search terms, such as \u2018Kitchen shop\u2019 is going to be hard and sometimes not always helpful. A search for \u2018Kitchen shop Oxford\u2019 will be easier to be found for and also bring more relevant customers to your website.<\/p>\n<p><strong>Key Takeaways<\/strong><\/p>\n<p>-Use keywords for SEO<br \/>\n-Keep copy short and snappy<br \/>\n-Limit paragraphs to three sentences and avoid commas<br \/>\n-Check your domain score<br \/>\n-Keep keywords relevant and local<br \/>\n<span id=\"UserJourney\"><\/span><\/p>\n<h3><b>2. User Journey<\/b><\/h3>\n<p>One of the quickest and easiest things you can do and improve is to look at the user journey through your site \u2013 check every page, make sure all the links work, make sure your site is optimised for Google \u2013 so this involves understanding the headings and sub headings, making sure each page is focused on a key word or key phrase.<\/p>\n<p>\u201cYou should have rich content \u2013 plenty of images with \u2018alt tags\u2019 attached to them so that when you hover over the images they\u2019re labelled [which is also a way of adding keywords], and videos,\u201d Andrew Davis says. \u201cIf you can add videos and link these to other pages on the site, these will help too. These are fast and straightforward things retailers can do \u2013 just tweaking.\u201d<\/p>\n<p>Get Google Analytics as this is a really important free tool to have access to. It gives you key insight into how people are using your website, how many visitors you\u2019re getting and what the most popular pages are.<\/p>\n<p>It also gives you an insight into their journey through your site such as dwell time (how long they stop in a particular place), bounce rate \u2013 (this describes when visitors come to your site via a Google search but then quickly leave \u2013 a higher bounce rate can bring your Google ranking down). But if you have a high dwell time then this will push you up the rankings.<\/p>\n<p>Victoria Ruffy is the founder of international fashion, technology and interiors PR agency Little Red Rooster. The company represents Italian appliance brand Smeg and luxury bathroom brand Victoria + Albert among many others. She adds: \u201cIf a customer sees a product or service advertised in a glossy interiors magazine, the first place they are going to look is online. It is generally given that consumers, on average see a product \/ service six times before purchasing \u2013 particularly when it comes to investment pieces such as a new bathroom suite or kitchen appliance.<\/p>\n<p>\u201cThe likelihood is they will pick up a mobile device there and then, have a quick Google, and return to it repeatedly \u2013 perhaps showing their partner, <a href=\"https:\/\/www.compusoftgroup.com\/en-au\/kitchen\/hygiene-for-kbb-kitchen-and-bathroom-design\/\"  >bathroom designer<\/a> and so forth. This is why a strong online presence is so important \u2013 if a brand or product has the backing of a leading magazine such as Elle Decoration or a trusted influencer like @2LGstudio, but its website falls flat and doesn\u2019t quite sell the dream they\u2019d envisioned, a potential customer is going to switch off immediately.\u201d<\/p>\n<p><strong>Key Takeaways<\/strong><\/p>\n<p>-Check all links<br \/>\n-Add images and videos<br \/>\n-Make sure these have \u2018alt tags\u2019<br \/>\n-Get Google Analytics<br \/>\n-Make sure your website sells the dream<br \/>\n<span id=\"ImportBlog\"><\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>3. The Importance of a Blog<\/b><\/h3>\n<p>A blog is a great way of engaging with your audience and drawing visitors to your website. Using a blog you can really showcase your expertise in interiors and design while promoting your favourite brands and showing off recently-completed jobs.<\/p>\n<p>The theme of your blog posts should of course focus mainly on your area of expertise but they needn\u2019t be limited exclusively to this. General, seasonal posts focusing on fun things to do in your local area or promoting a local event or food festival, can be a great way of reaching out to, and engaging with, people who aren\u2019t necessarily in the market for a kitchen and bathroom currently but who might be in the future.<\/p>\n<p>A blog post should be at least 500 words or up to 2000 words. You should have plenty of images \u2013 especially for longer blogs and plugins that allow readers to easily click and share to Twitter or Facebook.<\/p>\n<p><strong>Key Takeaways<\/strong><\/p>\n<p>-Showcase your knowledge and expertise<br \/>\n-Shout about completed jobs<br \/>\n-General posts bring people to your site who wouldn\u2019t otherwise visit<br \/>\n<span id=\"Interactivity\"><\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>4. Interactivity<\/b><\/h3>\n<p>As well as having rich, varied and regularly updated content, it\u2019s worth considering something that visitors to your website can interact with, such as an online planning tool like <a href=\"\/en-au\/products\/design_web\/\">Design@Web<\/a>. Such a tool is likely to keep visitors on your site for longer (increasing the dwell time and your Google rankings) and allows them to share their ideas with you at the very earliest browsing stage in their research journey, giving you the opportunity to hook them early. Unlike a blog, an online <a href=\"https:\/\/www.compusoftgroup.com\/en-au\/bathroom\/money-time-quiz-innoplus\/\"  >planning tool also takes no time<\/a> investment from you but still gives people a reason to visit your website. And it gives you access to the valuable data of those who submit their initial ideas.<\/p>\n<p><strong>Key Takeaways<\/strong><\/p>\n<p>-Allows you to engage right from the start<br \/>\n-Easy way of keeping visitors on the site<br \/>\n-Little investment required for potentially significant return<br \/>\n<span id=\"NewSite\"><\/span><\/p>\n<p><b><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-26459 size-full\" src=\"https:\/\/www.compusoftgroup.com\/wp-content\/uploads\/2019\/04\/Online-Room-planning-at-home-Design@Web.jpg\" alt=\"image of person using laptop to view 3d model of kitchen layout.\" width=\"600\" height=\"331\" \/><br \/>\n<\/b><\/p>\n<h3><b>5. Looking to Create a New Site?<\/b><\/h3>\n<p>One of the easiest and most comprehensive platforms on which to build a professional-looking site is WordPress. It is \u201cpretty much the industry standard\u201d according to Davis and it\u2019s really straightforward to use, with lots of themes and templates. WordPress also has lots of \u2018plugins\u2019 you can use such as Yoast SEO to help you automatically optimise your site and Google Analytics so you can monitor your site\u2019s effectiveness.<\/p>\n<p>It also has plenty of plugins which make linking to your social media platforms extremely easy.<\/p>\n<p><strong>Key Takeaways<\/strong><\/p>\n<p>-WordPress is easy to use<br \/>\n-Plenty of plugins to create new functionality<\/p>\n<p><b><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-26459 size-full\" src=\"https:\/\/www.compusoftgroup.com\/wp-content\/uploads\/2020\/05\/Freshwater-Interiors-website.png\" alt=\"image of example of website header\" width=\"600\" height=\"258\" \/><br \/>\n<\/b><\/p>\n<h3><b>Getting the Message Right<\/b><\/h3>\n<p>While reviewing and updating your online presence, it might be worth looking at the central messaging of your branding to ensure it reflects who you are and stands you out from the competition.<\/p>\n<p>Ms Ruffy comments: \u201cWhen it comes to marketing and building a brand online you have to find what makes you different. There are so many bathroom brands out there, for example, which have the same look and feel. What makes yours special? Why should a customer invest in you? You have to create a point of difference that makes potential clients or customers want to work with you. Community is also essential \u2013 where are yours? Online, of course! Social media marketing allows a direct-to-consumer route which, especially in this new world order is essential. Don\u2019t just put social in a box as \u201csomeone else\u2019s job\u201d. You need to get your head around it \u2013 whether that\u2019s by hiring in-house or hiring an agency. No company can afford to not have a social media strategy.\u201d<br \/>\n<span id=\"GoingSocial\"><\/span><\/p>\n<h3><b>6. Going Social<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p>So it is said time and time again, but it is true. The power of social media really should not be underestimated! Facebook and Instagram in particular are so important for reaching out to your customers and prospects in a fun and friendly, and more direct way than is possible with your website. There are many other platforms \u2013 Twitter, LinkedIn, Pinterest and Houzz, but Facebook and Instagram are arguably the best for customer interactions so we\u2019ll focus on these.<\/p>\n<p>&nbsp;<\/p>\n<h3><b>Facebook<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p>Facebook is great for interacting with your existing customer base and reaching out to potential customers in your local area. It is an ideal platform for showcasing completed jobs and it\u2019s one of the best platforms for your customers to leave comments and reviews because it\u2019s likely that many of your customers will already have a profile there. You can also engage easily with current customers via Messenger and they can come to you if they have any problems. This promotes a greater level of trust in your brand.<\/p>\n<p>Many independent retailers gain most of their business via word-of-mouth and recommendation and Facebook is a platform that makes recommendation easy. All a previous customer has to do is tag in a friend on your page or on one of your posts and a link has potentially been made. All you need to do is look out for mentions or tags, then you can reach out to these warm leads.<\/p>\n<p>You can generate new business and leads by uploading interesting and engaging videos, perhaps of events you\u2019ve held or interiors shows you\u2019ve attended, as well as running competitions where you encourage followers to \u201clike\u201d and \u201cfollow\u201d your page or copy and paste your content and reshare with their followers. It\u2019s all about extending your reach.<\/p>\n<p>And then of course, you can pay for adverts, but you don\u2019t have to spend money to make Facebook work well for you \u2013 you just need to think a bit creatively.<\/p>\n<p><a href=\"https:\/\/www.kutchenhaus.co.uk\/\">Kutchenhaus<\/a> in Wilmslow is a retailer who takes their online and social media presence seriously. On using this platform director Karl Donovan comments: \u201cFacebook has been the most effective so far for us as we do a daily boost and target key catchment areas as well as keywords.<\/p>\n<p>\u201cIt has a community feel to it. We don\u2019t just run ads about our products and services, we also run competitions through the year at key seasonal times. As you\u2019re not restricted in the length of your videos we can also showcase our before and after videos of customer projects.\u201d<\/p>\n<p>Although it\u2019s a relatively easy platform to engage with, you will still need to plan and have a proper strategy in place so you know what you\u2019re going to post and when and how you\u2019re going to engage. Mr Donovan says: \u201cI work with an independent specialist and we try and plan three months in advance what our content and messages are going to be about. We also do tactical things in the month dependent on what\u2019s happening.\u201d<\/p>\n<p><strong>Key Takeaways<\/strong><\/p>\n<p>-Engage directly with customers and leads<br \/>\n-Great place for customers to leave reviews<br \/>\n-Promotes greater trust in your brand<br \/>\n-Extend your reach<br \/>\n-Make sure you plan and have a strategy<\/p>\n<p><b><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-26459 size-full\" src=\"https:\/\/www.compusoftgroup.com\/wp-content\/uploads\/2020\/05\/KUTCHENHAUS-FACEBOOK-2.png\" alt=\"screenshot of facebook page\" width=\"600\" height=\"244\" \/><br \/>\n<\/b><\/p>\n<h3><b>Instagram<\/b><\/h3>\n<p>Instagram is a great and really easy way of extending your reach further than your local Facebook network, as the employment of hashtags on your posts will ensure they\u2019re seen by anyone searching those terms. Try and include specific and niche tags alongside more general ones to ensure you don\u2019t get drowned out in the noise. For example, the hashtag #interiors has more than 20 million hits and #bathroomdesign has more than 2 million, whereas #greentilesbathroom has fewer than 100.<\/p>\n<p>Think about what is trending and relevant for your post and tailor your tags to suit, this way you\u2019re more likely to be seen by someone who is actually after what you\u2019re offering.<\/p>\n<p>Your pictures are obviously the key element though. Ensure you use the best of what you have and don\u2019t flood your feed with too many posts. Your Instagram page should be carefully curated and your posts should be carefully considered with informative copy alongside.<\/p>\n<p>Swansea-based kitchen and bathroom retailer <a href=\"https:\/\/www.freshwaterinteriors.co.uk\/\">Freshwater Interiors<\/a> (@Freshwater_interiors) demonstrates perfectly how Instagram should be utilised for maximum engagement. They post once every few days, and have regular themes which differ depending on the day. \u201cTransformation Tuesday\u201d focuses on recent jobs and features before and after shots along with a full description of how they achieved the project, while \u201cMonday Mood boarding\u201d showcases a selection of mood boards they\u2019ve had from clients. Each post promotes an element of the company\u2019s expertise.<\/p>\n<p>Instagram is another way of directly communicating with your customers and prospects and it\u2019s crucial that you do engage with those who leave comments or post questions. If you ignore them they\u2019re highly unlikely to engage again.<\/p>\n<p>Bethan Lloyd Morgan, design director for Freshwater Interiors recommends that retailers who are new to social media start with Instagram, \u201cas it\u2019s a great visual tool.\u201d<\/p>\n<p>She adds \u2013 \u201cIt does take work \u2013 it\u2019s time consuming to come up with new and fresh content regularly but it\u2019s definitely worth it as it\u2019s a great way of extending our reach, building confidence among our potential and existing customers because they can see what you do and because it gives them another place to communicate with you. It\u2019s also much easier to update your content on Instagram than on your website so you can ensure you always have new stuff for people to look at.\u201d<\/p>\n<p><strong>Key Takeaways<\/strong><\/p>\n<p>-Use specific hashtags<br \/>\n-Make your posts informative<br \/>\n-Ensure your posts promote your strengths<br \/>\n-Engage with your audience<\/p>\n<p><b><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-26459\" src=\"https:\/\/www.compusoftgroup.com\/wp-content\/uploads\/2020\/05\/tiles-and-wall-finishes.jpg\" alt=\"screenshot of instagram post with comments\" width=\"266\" height=\"576\" \/><br \/>\n<\/b><\/p>\n<h3><b>Conclusion<\/b><\/h3>\n<p>So getting your online marketing presence into tip-top shape is no mean feat but as we\u2019ve demonstrated here, there are quite a few straightforward things you can implement with little investment.<\/p>\n<p>In the medium to longer term it might be worth considering whether you could benefit from hiring a marketing manager who can look after your website and social media channels, if you don\u2019t have one already. Because a post-Covid 19 world might look different to the one we were used to, with online retailing and engagement playing an even more significant part than it does already.<\/p>\n<p>Ms Ruffy adds: \u201cJust look at what happened in the first few weeks of lockdown \u2013 our shopping habits completely transformed in a number of weeks. The option to shop online has always been there, but it hasn\u2019t been a necessity until now.<\/p>\n<p>\u201cWith showrooms closed social media is, at present, the only way for brands to communicate with their customers. We don\u2019t know how long this will go on for, so just think about the potential sales you could be losing by not having social media as a touchpoint? Also, if you don\u2019t have time then consider outsourcing \u2013 many people do. Once you see the benefits of strong social media management you won\u2019t look back. Even, if you outsource temporarily I say give it a go. You really can\u2019t afford not to.\u201d<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Over the past few months while most of Europe has been in lockdown due to the global pandemic Coronavirus, online communication has been one of the few forms of communication we&#8217;ve had to rely on, and people have been on their phones more than ever, given that many of us have little else to do!<\/p>\n","protected":false},"author":36,"featured_media":34410,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8040,8037],"tags":[8041,8079,8135,8136,8143,8154],"content_type":[6451],"product":[],"class_list":["post-45174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bathroom","category-kitchen","tag-blog-en-au","tag-winner-design-en-au","tag-innoplus-en-au","tag-bathroom-en-au","tag-kitchen-en-au","tag-innoplus-bathroom-en-au","content_type-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Online Marketing Strategy for KBB Retailers | Guide for Local Businesses<\/title>\n<meta name=\"description\" content=\"Attract new leads and increase your kitchen and bathroom sales with an online marketing strategy. Improve your customer journey, social media presence and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.compusoftgroup.com\/en-au\/kitchen\/marketing-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Implementing an Online Marketing Strategy to Attract New Customers\" \/>\n<meta property=\"og:description\" content=\"Attract new leads and increase your kitchen and bathroom sales with an online marketing strategy. 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