For home goods manufacturers, the market isn’t getting any bigger. Though brick-and-mortar stores still dominate revenue, selling directly to consumers online presents new opportunities and avenues for growth. Now more than ever before, manufacturers need to be visible online to reach new customers.
Manufacturers are already optimizing their development processes with the best materials on the market – in 2016, the best way to get a competitive advantage is to diversify to new markets online. The longer you wait, the more time you give the competition to catch up.
Whether online or in-person, manufacturers are examining ways for their warehouses to efficiently execute fulfillment. As ecommerce has opened up the retail world to new markets and new consumer habits, the manufacturer supply chain has become increasingly complex.
Increase Visible During Consumer Research
Consumers are likely to research what they intend to buy before they take out their wallet – they will not engage directly with sales until they are 60-70 percent through their decision-making process.
“Make an impact in the first 70 percent of the consumer journey,” said Rachael Zahn, VP Of Client Services at ZOG Digital. “If you’re not there, your competitor is. Guide the buyer when they’re looking for help.”
These research-focused buyers are using search engines to get the information they need before you get a chance to tell them directly. They are forming opinions about your products based on what they find, so ensure you provide useful and helpful information with credibility to boot so that decision-makers choose to purchase with you over the competition.
This means that manufacturers must optimize information-packed content for how consumers search to be visible early and stay top of mind through the decision process, Take advantage of the consumer intent contained within each search term by adopting modern marketing strategies to refine your business plan.
Manufacture Revenue From Search
With SEO, you can adapt veteran business practices to meet new buyer habits – particularly in order fulfillment. Home goods manufacturers are expanding direct-to-consumer orders online while maintaining their traditional fulfillments. To be profitable, this evolution requires optimization processes and refined business strategies to target increasingly informed customers. Integrate search with other marketing disciplines to improve branding, visibility and your impact on consumers.
To consumers, high Google rankings for relevant keywords are a key indicator that they are making the right decision. For example, home goods brands can maximize visibility and conversions for non-branded terms like “hot water heater” or “energy efficiency” to increase revenue.
Design Continuous Awareness
Dominating rankings for keywords is half the battle – SEO has more room to expand. In order to stay digital market leaders, manufacturers need to maintain their rankings with continued optimization. Likewise, link building not only helps increase organic exposure for your brand in search, it connects users with your relevant information on websites they explore during the research process.
An important insight is that search volume is directly related to demand. With an overwhelming amount of digital resources readily available to customers, the only way to earn a competitive advantage is to gain knowledge into consumer research patterns and craft resource-packed content that drives engagement and builds trust. Content that appeals to both users and search engines, especially when they target high volume keyword categories, address branding and visibility with one unified approach.
Manufacturers that focus on these digital best practices for their facility will be the organizations that increase their loyal customer base profitably and efficiently.