In the digital world, it’s easy to get waylaid. Distracted. Sent on wild goose chases.
You’ve got Google, Facebook, Instagram, Twitter, TikTok; the list goes on, and on, and on.
(And on.)
And with the sheer abundance of digital media available, it’s easy for kitchen retailers to forget what marketing is all about – generating positive awareness with the people you want to do business with and acquiring leads and clients as a result.
Yes, digital plays a part in that. Still, the fact is that the success of your digital marketing (especially your efforts on Google) will always be limited by the awareness and recall you have in your local marketplace.
On Page 1 of Google? Good.
In a position where your business name is recognised on that page and therefore generates more clicks? Better.
In a place where someone doesn’t even bother searching ‘kitchens near me’ and just plugs ‘Barker Kitchen Design’ into the search bar? Best!
Contrary to what you might think, you don’t achieve that ‘best’ scenario by ploughing all your budget into Google.
Instead, it’s all the peripheral stuff you do that results in you getting that direct search when the time is right for your ideal prospect.
Alongside social media, here’s a glance at what some of our clients are doing to make this happen:
Advertising in local lifestyle magazines
Sponsoring local sports clubs and teams
Wrapping vehicles effectively as mobile billboards
Maximising showroom external brand visibility (especially in high-traffic areas)
Taking advantage of signage opportunities onsite at projects
Delivering introduction letters or postcards to properties in the streets where their ideal projects are
Leafleting in targeted postcodes
Sending letters to planning permission applicants
These might seem like elementary marketing ideas, even ‘old school’, because all these activities are essentially offline marketing.
Yet, they all contribute towards visibility in your local market/s, which means that you’ll get recognised when you’re on page one of someone’s Google search. Or even better, you’ll get the holy grail of direct search for your business name.
Yes, playing Google’s game in 2022 is vital, but if you want to truly succeed in search, becoming known before you’re needed is just as important.
