You’ll know better than anyone that buying a kitchen isn’t an impulse buy. Someone doesn’t just suddenly decide to get a new kitchen, drop by your showroom, and hand over their credit card.
Instead, each customer goes on a journey – from not thinking about a new kitchen at all, to vaguely considering it, to actively researching it, and – finally – to reaching out to a company that can help them.
Much KBB marketing focuses on the last step, and there’s nothing wrong with that. After all, they’re the people actively looking to spend money.
But ignoring the people in the previous steps isn’t wise.
As I’ve said before, there are many more ‘tomorrow’ customers out there than there are ‘today’ customers.
So how do you reach those ‘tomorrow’ customers and have a positive impact on them?
Firstly, you have to identify them. Then, you need to add value to them.
The more useful you can be during the research and consideration phases, the more likely you are to build a relationship – a bond – that allows you to win the business in the end.
How to identify them?
Well, Facebook and Google both give you the opportunity to reach local people in the research phase, which means you can show ads to those specific prospects.
With the right targeting, you can access people who live in the right towns or even postcodes, whose online behaviour indicates that they may be interested in a new kitchen.
How to add value to them?
Work out what would be useful and valuable to people at that stage of the kitchen journey. Maybe it’s a short PDF guide or brochure. Perhaps it’s your completed projects page or an in-depth blog post about the kind of costs they should expect these days.
Whatever it is, create the content, and offer it up to your audience.
By doing that, you steal a march on your competitors, most of whom will be just sitting around waiting for the phone to ring or someone to send them an email.
Build relationships earlier in the process, winning trust, and favour before anyone else.
