Competition is tough, and for the companies and brands associated with the kitchen and bath industry, digital marketing has become the competitive differentiator. Finding the time to get prospects is difficult; digital or online marketing platforms make it dramatically easier. The competitive nature of the post-recession ecosystem is why it is essential to have a good marketing strategy in place.
Marketing based on referrals is not enough. Remodelling or manufacturing companies in the kitchen and bath industry focus on marketing strategies that explore options. Gathering information about current customers, for example, is greatly facilitated through an online marketing strategy. Demographic data needs to be collected on the market to understand who prospects are, how they get data from and what they are purchasing. This data helps in understanding the markets better.
- Focusing on a Targeted Audience
Digital or internet marketing has worked to bring about targeted ad spending. Demographic data is costly for acquiring, given the complexity of the market. But data at low or no cost is readily available through online marketing channels. This offers clarity regarding the targeting and the messaging. To obtain a detailed understanding of buying habits, having a deeper conversation with customers is important.
Asking consumers about what they want through instant digital communication offers value. Rather than relying on a shotgun approach, the focus is on interviewing customers and understanding what they need. Key staff members come up with questions so clients are assured quality products. Subscription-based services or custom remodelling alike, the focus is on delivering quality. Collaboration with clients is the key to providing value for money.
- Track Competitors. Don’t Follow Them.
Differentiation of the business from competitors is integral to any marketing strategy. If you try to be everyone and do everything, you could end up with zero. A unique selling proposition is the key for effective digital marketing and this has transformed the kitchen and bath industry. Offering homeowners something they cannot find elsewhere is the key here. Easiest ways to gather competitor information are through websites.
- Have a System in Place
Data only helps if the system puts information to excellent use. The failure of remodelling or retail and manufacturing companies that struggle comes from not developing a pipeline indicating the projects and leads they need or setting the right targets. Those kitchen and bath remodelling companies that succeed use online marketing tools to set important goals and targets. Finding qualified leads is another benefit of choosing internet marketing strategies.
- Focus on Brand Building
Even those companies with additional staff or big budgets can boost businesses through marketing. One way to do this is to build the brand based on specialised knowledge that internet marketers possess. For example, the American Marketing Association specifically runs workshops for the kitchen and bath companies. From small business help sites to governmental portals, there’s a lot of online resources that can help your kitchen and bath manufacturing or remodelling company benefit immeasurably.
- Monitoring Marketing Strategies
The marketing process needs to include strategies based on not just collecting data, but also monitoring and analysing what the company does. Metrics need to be modelled on everything. How long it takes to get real results is based on the tactics being assessed. Some aspects are longer to work through. It does not matter what the size of your business is. The process of Pathwwway branding and marketing remains the same. For example, using social media to promote kitchen and bath manufacturing or remodelling businesses can help to generate leads and close additional sales.
Determine platforms that work on doing research for competitors. Quick visits on sites show what social channels are popular, and browsing social pages for customers is the quickest way to engage with clients through likes, shares, comments and other interactions. Once research is carried out and the social channel to focus on is decided, online marketing helps in yet another way. Being a kitchen and bath dealer means the audience is seeking social proof of your expertise for providing construction within their budget. Craft relevant content that applies to customer needs, whether it’s through deals, promotions, articles or images online and you’ll open the door to awesome completed projects.
- Focus on Customer Reviews
Another way digital marketing has changed the kitchen and bath industry is by encouraging customer reviews. Research demonstrates more than 85 percent of online customers trust reviews to the same extent as word-of-mouth marketing or personal referrals. Some of the most trusted review sites for consumers are online. If you want to generate more leads for your kitchen and bath business, you need to also respond to customer reviews and pursue reviewers for feedback. Online marketing platforms facilitate this.
- Invest in Targeted Ads
Based on the digital marketing networks chosen, each has different advertising options. Digital marketers offer the flexibility to kitchen and bath companies to focus on strategies that perform well organically. For example, consider digital ads. These are affordable, highly targeted, easily measurable and effectively personalised. Whether you are a designer, manufacturer, retailer or industry association, social media and internet marketing can help your kitchen or bath brand to grow.
Online marketing is a powerful tool for kitchen and bath designers. Use social media sites such as Houzz, Pinterest, Instagram, Twitter, YouTube, Facebook, LinkedIn and other channels to generate B2B or B2C clients. For example, Houzz has over 21 thousand US and Canadian kitchen and bath designers and remodelers on their site. Being a prominently listed business helps. Even Facebook business pages are a powerful online marketing tool for growing your business.
- The Value of Social Media
Savvy kitchen and bath brands have followed end users online to new social media channels. High-end, luxury faucet brand Brizo is one of many to harness the power of social media platforms. The company’s massive foray into social media began with bloggers providing marketing support for the Brizo fashion week since 2009, when the brand attracted the attention of Residential Kitchen and Bath Design blog Paul Anater. Thus was born the tradition of designer blogs, as the faucet brand tapped designers to tell their story and help in the brand building efforts.
German faucet and sink manufacturer BLANCO realised the value of this media. They formed a influencer panel which talked and generated engagement through social media to convert leads to sales, and prompt advocacy and exposure. This connectivity helps in building conversations with prospects, employees, influencers and ultimately customers. For example, BlogTour is a PA based online forum that takes designers to different kitchen and bath events across the world, so that they can share their ideas and build a solid customer base through web marketing and social media channels.