This month, the feedback you’re most likely receiving from your promotional efforts is that most kitchen buyers have their attention elsewhere.
And you’d be right.
December has always seen the lowest month of search volume for the kitchen industry each year.
If only you could turn your marketing down when people aren’t interested, then whack it back up to 11 when they are!
I’ve got good news. You can.
Over the years, Google has picked up so much data that it can accurately forecast the search volume over months, weeks, and even individual days.
They know everyone’s search history, location history, everything, and you don’t have to hack their servers to get your hands on the information either - Google publishes it all.
They have a tool that uses historical search trends to forecast what will happen in the future, which makes for fascinating reading.
Here’s Google’s predicted search volume for ‘kitchen cabinets’ from November through March:
The low point is Christmas Day. But the searches are expected to ramp up within two days, smashing through the average line and surging to a crescendo on Sunday, 14th January.
And search volume remains above the annual average for the whole of Q1.
This isn’t a clairvoyant reading of the tea leaves. It’s Google looking at zillions of historical searches to determine what’s most likely to happen over the next few weeks and months.
And the three weeks immediately after Christmas are going to be gold. Search levels aren’t just above average; they’re super-charged, up to 72% higher than the average for the rest of the year.
Marketing in January is like placing a bet on last year’s Grand National; you can be confident you’re backing a winner.
So, over the coming months, more than usual, the name of the game is visibility.
It’s not just about being present; it’s about being found when people are looking. They won’t keep looking for you if you’re not among the first they see.
December might be the lowest month for search in the kitchen industry, but January is the highest. What can you do to capitalise on that? What action will you take to make the most of what’s on offer after the Christmas turkey’s been gobbled?
If you feel you’re at risk of missing out on the post-Christmas search bonanza, we have a simple and effective solution. Email me at david.barker@inspirekbb.com, let me know you’re keen to hear more, and I’ll fire over the details.
And if we don’t talk - wishing you a happy Christmas and a bumper New Year!
