Using content to lure in customers is an important marketing strategy. So, if you are a brand you need to be very careful while using it. In case you are writing any type of content on your website then you need to make sure that it connects to your site visitors who are your prospective customers. If the content you have posted is not of interest to your customers then they will just move out of your website and would pay no heed to your products.
When a person is in a process of changing from prospective to actual customer, solving their issues and clearing their doubts is a very crucial element for the brands. The brands therefore make sure that they leave no stone unturned during this vital time.
From websites to emails and from apps to all the social channels, they cover everything with accuracy. This is especially needed not only because they are trying to convince the customer to buy their product but also because they are trying to change their buying habit. Online shopping has become a trend in today’s arena but furniture ecommerce has still just made a start.
As we all know, choosing furniture is not a one-time decision. Customers will first shortlist some items and then consult their family & friends before making a finalization. During this time, they will visit and revisit the website till they are finally convinced to make the buy. However, their motives, questions and intent of visiting will be different each time.
Therefore, a furniture brand needs to make sure that they are able to persuade customers a little more on every visit. What will be a strategic move at such a time is to tactically place content to address customers’ precise queries no matter where they are standing in the purchase cycle. This will help the brand gain customers’ trust and build a positive relationship. To develop these tactics, the furniture brands divide the purchase cycle into several stages and build diverse types of content to address specific content needs at the time.
During the first stage, customers try to look for content that can tell them about the product that they are planning to buy and the common queries at this stage. Another aim for content at this stage is for the brand to build their authority and SEOs. The contents that furniture brands use at this stage include buying guides, blogs, interactive quizzes etc.
- We all know that blogs are used by the bloggers to express their views and convey their opinions. Blog is also a chief content marketing strategy for many companies. Any website belonging to any category, be it product or otherwise, usually has a blog page. These pages are used by them to talk about various topics that relate or pertain to their work area.
- A salesman in a physical store is the one who advices the customers about what furniture they should buy when they explain him/her about their room space and needs. For similar purposes, an online furniture web development company launch a guide. These guides are there to guide the customers through how a house must be planned in terms of furniture and what furniture suits which type of setting.
- Some furniture brands also use the concept of interactive quizzes in order to hold the customers’ attention. This is a fun way to achieve the goal of helping customer in shortlisting furniture items. This tool is employed by brands less frequently although when done, they also manage to get contact information of the customers which is a bonus point!
Second stage is when the customers have shortlisted some products and are making some considerations. In this stage, brands have the responsibility to use content that can give the customers detailed information about the products and answer their exact question before they can even ask.
Therefore, in this stage the content becomes responsible for facilitating comparison. The content type that is generally used for this stage include FAQs, Videos based on products, Visualizations etc.
- Showcasing of products using videos is an excellent way to give customers what they want. The customers need to see how the product looks and how does it work. This is a great help while customer is in the decision-making phase. Product videos also prove to be assistive for the furniture brands in order to display all the features associated to their product. it might take some investment but it is all worth it in the end.
- When trying to make the final decision, customers get more inquisitive than ever. At such times the need for answering their queries increases manifold. The ‘Frequently Asked Questions’ section is a great help at these times. The brands try and put all the probable questions under this section with the solution. As a matter of fact, majority of customers also want to be able to answer all their questions on their own and FAQ section assists them in the same.
- Enabling visualizations can be another way to help the customers in being decisive. This is something that will help the customers in being surer of what they are about to buy. Use of virtual reality is an excellent tool to provide the customers that last bit of assurance that the furniture will look good in their homes. Once the customers see the furniture kept right in their home virtually, it would be a done deal!
Up until this phase the customers are busy researching about the product, its features and how would it settle in their homes. However, once they are finalized about the product their next query is actual user experience about it. This is where comes in the role of testimonials.
Testimonials are used by the furniture brands to demonstrate the views of real time customers about their product and how satisfied they are. These testimonials are provided in both written and video formats. This gives the brands that much needed edge over their competitors.
The last stage is not related to the purchase cycle but to the after-purchase activities. The brands don’t look into short term relationships but rather they are interested in long term collaborations with the customers. This is the reason they use marketing techniques even after the purchase is made. The aim of using content in this stage is also to increase referrals, cross-selling and up-selling. The content type that brands frequently use for this stage are newsletters and magazines.
- Newsletters are used to allure the customers into buying more stuff from the brand. Of course, that is not what is directly mentioned but is indirectly quoted in the discount and offer information that brands provide in the newsletters. This way is effective and also cost effective! Moreover, it is easier to send through as well. The brands can just broadcast these newsletters and get done with it in no time. Newsletters are also of interest to the customers as they are formulated in a very quirky manner.
- Whereas newsletters are sent to each and every customer on their personal email ids, magazines are available on the websites. These magazines are just like physical magazines and have special editorial content as well.
Content is thus a very useful and productive marketing strategy more so for brands whose physical presence is missing. However, it can also prove to be harmful if not used with perfection. In today’s digital world, even a small mistake can cause great damage. Content helps brands in upscaling sales metrics but one wrong content can harm the entire image that the brand has managed to build thus far.
So, if you are a brand you need to be extra cautious of what is being published on your website or under your name. if all the necessary measures are taken then content marketing is sure to give you outstanding results by increasing your brand value, upping your goodwill and thus making you customers’ first choice!
Ronak is co-founder of Magento It Solutions , a leading eCommerce Development Company in USA & India. He is closely working with e-Commerce ventures since 2009 and he has helped 200+ brands for building / improving their online ventures.
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