A few weeks ago, I gave some commentary about why – for kitchen retailers – now presents the opportunity of a generation to capitalise.
Most of your competitors are still sitting on their hands, waiting to see what next year will bring. That, teamed with the fact that the population continue to spend more time at home than ever before, means there’s never been a better opportunity to access your target customer, engage with them and plant seeds that’ll lead to sales in months to come.
The question now is ‘How?’
At Inspire KBB, we implement a three-step methodology, and I’m going to lay it out for you:
Get found by Indirect Search
I’ve talked before about the importance of Google, but I make no apology for stressing it again – if you aren’t playing Google’s game, you’re not getting all that you can from marketing.
When your customers start looking for a kitchen, the first place they’ll go is Google, which means it’s imperative you get found on Page One of that platform – 90% of searchers don’t navigate to Page Two, so you’re either Page One or nowhere.
We use a combination of Google My Business, SEO and Google Ads to ensure that our clients rank in their local areas for their key search terms – it’s the essential way of ensuring you’re ‘on the dance card’ when a new kitchen is considered.
Be recognised when you are found
This is where it all gets a bit topsy turvy because if you want to play the Google game properly, you need to be a familiar brand to the searcher BEFORE they hit the search engine results page.
Using supportive media, Facebook, magazines, radio, leaflets, and newspaper advertising, your aim is to become known before you’re needed.
Searchers are much more likely to click through to your website from a Google search if they’ve already heard of you – 82% click on the pages from businesses they’re already familiar with.
Be familiar enough to warrant a Direct Search
People searching ‘kitchens’ is all well and good, but you know what’s even better? People searching for your business name.
If you do a good enough job at becoming known before you’re needed, you’ll get searchers skipping much of the search process, and tapping your brand name directly into Google.
By doing that, you’ll bypass much of your competition. And because the people heading to your website have chosen that specific destination, your conversion to calls and consultations will be much higher too.
If all this makes sense, I urge you to turn these ideas into action. It works, and we see that week in, week out.
Now really is a time of great opportunity, and as history teaches us, those who act will be the ones that reap the benefits.
As the next step to help you turn this three-step plan into reality, we’re devoting this Friday’s Big KBB Marketing Call to this exact subject. I’ll walk you through the strategy, explain how to implement it, and leaving you with the essentials of a kitchen marketing plan to grow your business in 2021 and beyond.
To register for FREE just click HERE, and I’ll see you on Friday at 11am.
The content we’ve got to share with you on Friday is hugely practical and actionable, so come with a notebook and jot out your plan of action as we talk – click HERE to register now.
