Traditional vs. modern ways to market
While traditional marketing methods may work, don’t get stuck in a rut in the conventional window treatments marketing arena. Print ads, billboards, and mailers all serve their purpose, but you may want to think about adding some modern ways to market your custom window covering business. Nowadays, a company’s online presence is vital.
Today’s consumers research a product or service first. They utilize all digital media platforms available on their desktop computers, laptops, tablets, or mobile phones.
Whether it’s premium blinds or vacations, they gather as much online information as possible until ready to purchase. Their last step in the buying process is contacting a salesperson. Create attention-grabbing content that is simple to understand, informative, and to the point.
Figure out the top trends for your customers and post, post, post! Every once in a while, add some variety. Consider the following:
- Contribute more toward your custom window coverings digital marketing budget than your traditional marketing budget.
- Invest in a paid search engine to drive online traffic, sponsored social media posts, and display ads to promote new products.
- Make the purchasing process simple by adding a user-friendly ‘buy now’ button and a ‘contact us’ button on your website.
- Respond quickly if your potential buyer has a question, so you don’t lose the sale.
Invest more in your digital marketing budget and watch your sales soar.
Marketing should solve specific problems, so you don’t waste money
As a business owner, you ultimately want more bang for your buck. Retailers need to focus their marketing dollars where they get the most attention on their product or service.
Digital marketing and social media have become the way to reach a broad audience.
Traditional marketing methods typically are inferior at targeting specific customers. Using digital advertising, mainly social media advertising, you can tailor the correct message to the right audience when they are expecting it.
Precise targeting gives you a higher return on investment with your advertising spend and extends your marketing budget. Once you figure out which platform gets the most attention, you can shift your resources to maximize your marketing dollars.
Who buys custom window coverings?
Your customers, of course! Today’s consumers are savvy. They have done their research. Don’t waste money on advertising or swag that doesn’t mean a thing to your buyers. That t-shirt, keychain, or coffee mug might be fun for your paint contractors, but your customers could care less.
Remember, the window coverings decision-maker is more often than not a woman. But regardless, this person has spent countless hours researching design ideas on social media and television, not their Sunday paper.
There is a plethora of information available online right at our fingertips. Websites such as Pinterest and Houzz offer many pictures and information on the different types of window treatments available. With the push of a button, your customer can find all sorts of information about a product or service. They can even find a local store or salesperson to answer any additional questions they could not find the answers to online.
Social Media has changed the way people learn about a product and shop. These sites are the primary educator your buyer uses before they even think about stepping foot into a store.
TV channels such as HGTV and the DIY Network offer many home decorating, and renovation shows for ideas and inspiration. Because of today’s websites and design tv channels, your buyers learn which styles are current, their function, and have access to customer reviews. All of this influences their decision-making process before they reach out to you.
What do your customers want?
They want a long-lasting product that looks good and exceptional service. Customer satisfaction is vital.
To achieve this focus on digital media. Today’s consumers spend a lot of time online visiting home decor sites such as Pinterest and watching HGTV looking for window treatment ideas.
So, cater to your customer by offering attention-grabbing easy to understand content; you may even woo the Big Box consumer to your local store. Some buyers may think it’s too complicated to purchase custom blinds, shades, or drapery. Show them this is not the case.
Create a variety of content that will attract buyers to your website and other social media platforms but will also support your salesforce and keep potential buyers engaged for the ‘sale.’
Remember, your digital content must grab and keep their attention. How do your products or services help solve their problem? Why? Your customers want information in simple language. Refrain from using industry-specific or technical terms. Keep it simple and to the point.
Premium window coverings come with not only a superior product but outstanding service as well.
The buying process and the buyer’s journey
Map out the custom window treatments buying process in simple terms. It’s not any more complicated than if they ran to their local Big Box store and selected a budget blinds product. Ensure your customer their salesperson will be with them throughout every step of the buying and installation process. Keep reiterating the benefits of investing in custom products rather than budget window treatments.
Once a consumer realizes they need or want a product, they go through a specific process. For consumers, this is called the Buyer’s Journey. By definition, the buyer’s journey is the process buyers go through to become aware of, consider, evaluate, and decide to purchase a new product or service.
There are three stages of the Buyer’s Journey:
- Awareness Stage-the buyer realizes they have a problem.
- Consideration Stage-they buyer defines their problem and researches options to solve it.
- Decision Stage-the buyer chooses a solution.
Let your buyer take the wheel; after all, it’s their journey. Don’t push the free consultation. Today, consumers don’t mind researching a product before they buy because they can accomplish this anytime. Today’s consumers prefer it this way.
Know that by the time they pick up the phone, step into your store, or ask a question online, they have done a lot of research. When they finally reach out, your customer has a good sense of what they want.
Having spent numerous hours looking into custom window coverings and gathering all the information they could find, they are now are ready for the next step in the buying process.
Rather than reiterate the data they already discovered, your salespeople should be prepared to answer any questions your buyer cannot find online themselves. Once this is complete, they will be ready to make a decision.
Marketing premium vs. budget brands
Did you ever notice the difference in the marketing of premium brands vs. budget brands?
Budget brands primarily focus on pricing and discounts rather than superior quality and function.
When was the last time you saw vital players such as; Bose, Porsche, Gucci (you get the picture) on “sale.” Very rare or never. Yet these products are always in demand.
Small businesses must keep in mind when marketing a premium blinds brand like Hunter Douglas to focus on the superior product’s quality and benefits. What sets a premium brand apart from a budget brand is the products and services offered, their functionality, longevity, and, of course, name recognition.
Ensure your digital content is easy to understand and draws your customers in, so they feel comfortable reaching out to you rather than a Big Box store.
Window coverings, like custom blinds, roller shades, draperies, serve more than just an aesthetic purpose. They control not only the privacy of a room but protect from potential sun damage to floors, furniture, and artwork. Buyers want a product they can depend on for a long time. Purchasing premium window coverings rather than budget blinds will ensure their investment lasts long term.
By keeping in mind how your customer’s persona now shops for custom blinds, roller shades, or draperies, mainly online, you can tailor your marketing budget to reflect where your buyer spends most of their time on social media. By understanding the process in which they research and ultimately purchase will help you distribute your digital media marketing budget in a way that will help increase sales and return on investment for years to come.