How to make an advertisement for curtain sewing group. We are opening a business - a curtain salon. What kind of advertising is not suitable for an atelier?
There is no shamanism or magic in Internet marketing today. The crowd of slackers feasting on holes in search engine algorithms is over. The magic gates of SEO have closed, and now good and long-term results in promotion can only be achieved in one single way - conscientious daily work on the site and its content. It was this principle that was used as the basis for promoting the client site from our today’s case. Read below about the results this led to.
About the project
Client: The Wallpaper and Curtains company specializes in providing goods and services in the field of room decoration. Main areas of work: design and sewing of curtains, sale of wallpaper, cornices and blinds. The company has been operating since 2007 and has three offices in Russia: one in the Moscow region of Orekhovo-Zuevo (the main one), the second in Moscow and the third in Sochi.
Target Audience: Women from 25 to 55 years old, married, with children. As a rule, wealthy people because Beautiful and expensive curtains are usually ordered when the main problems of life have already been resolved. Most often, the wife makes the choice herself, and the husband pays. Men themselves, as a rule, are not interested in curtains, because... they value rigor and practicality in design more. While women, on the contrary, prefer lush beauty and sophistication.
Terms of cooperation: April 2013 to present
The client contacted our agency in April 2013. At that time, he had a simple website that was not at all geared toward sales with basic information about the company and the services it provides. Search traffic was 2-3 clicks per day.
Heard about us from friends (he had never been promoted to an agency before us), read our blog, believed in our working methods and ordered website promotion. As it turned out later, he made the right choice - literally six months after the start of work, Yandex canceled link ranking and many sites promoting themselves in cheaper and less labor-intensive ways found themselves at serious risk.
What have we done during the period of cooperation?
Our work with the client “Wallpaper and Curtains” lasts just over a year and a half. During this time, we managed to significantly increase search traffic and sales from the client’s website ( exact numbers we will give at the very end of the case). What exactly did we do to achieve these results? Let's take it point by point.
1. We collected the widest possible semantic core
From this point begins the promotion of almost any project in our agency - the collection of an extensive semantic core, which includes the entire range of search queries (not only high-frequency, but also - of course! - mid- and low-frequency). Initially, we managed to collect just over 1,300 queries for this client, later new queries were added to them every month for a year and a half (every month a new low-frequency frequency appears in the search, and it must be monitored and worked out), as a result, the semantics of the site grew to 2,000 queries, and this figure will continue to increase.
2. Created a relevance map
After collecting the keys, they need to be scattered across sections. To do this, we create a so-called relevance map - a file in Excel format, which reflects all the pages of the site (already existing, as well as those that will only be created), search queries that should be processed on these pages, as well as search queries, which must be present in H1, Title and Description. Thanks to the relevance map, we are able to avoid confusion and random errors - copywriters always know exactly what keys need to be worked out on the page even before writing the text, which allows them to build their composition so that it turns out not only well optimized, but also interesting for real users. And SEO optimizers always have a “complete picture” of the site at hand.
3. Developed a content marketing strategy
After studying the client’s business, analyzing the target audience and competitors’ promotion strategies, we compiled a detailed content marketing strategy. It was decided to write 15 articles a month and, if necessary, replace some of them with sections. Sources of ideas for content: popular queries on Wordstat, thematic printed magazines, foreign resources (especially those dedicated to fashion trends in a niche), competing sites.
Types of text materials: articles with useful tips, creative ideas, cases, a series of articles on the topic “from the life of a designer” (interviews, photo reports with participation in various projects, events from the life of the company, personal advice and recommendations), “selling” materials (which talk about the advantages of the company and its services). Language style: artistic, using a large number of linguistic means, lexically rich.
4. Created a lot of good content
Articles with tips
- “We understand the quality of fabrics (natural, synthetic, artificial)”
Articles with creative ideas
A series of articles “from the life of a designer”
- “Curtains in questions and answers: what do designers most often ask? »
"Selling" articles
- “Why is it better to call a designer to your home than to go shopping? »
- “The advantages of buying curtains in a specialized salon compared to large hypermarkets”
Cases
Two landing pages for the most important services for the client
In May 2014, together with the client, we decided to conduct an email newsletter once every 2 weeks. Subscribers were collected (and continue to be collected) exclusively using the subscription form in the header of the site, so the size of the base is still very small - just over 100 people. Topics we write about in our releases:
- Latest trends in curtain and interior design
- Current news about Russian and foreign exhibitions
- Practical advice from experienced designers
- Information about promotions and discounts
In parallel with the creation of content, work was carried out to improve usability and optimize existing content.
Not finding information about prices, most users leave the site. Therefore, the first thing we did as part of improving usability was to create and post a detailed price list for all services, so that site visitors would have the opportunity to estimate the cost of the work they need.
6. Raised the block “Price from...”
On pages with services, a block with price information was located at the very bottom of the page. We raised it to the top so that the user can immediately navigate the cost of a product or service. Also, next to this price, we have added a “Prices in detail” button, leading to the full price list, where the user can see the prices for all types of services.
To increase conversion on the site, we drew and added two CTA buttons to the header: “Order a call” and “Call a designer.” We set goals for them.
8. Implemented basket functionality for the section with cornices
To increase conversion, it is very important that users have the opportunity to independently explore the store’s assortment, choose the product they like, calculate the cost and place an order without calling a company consultant. Therefore, for the section with cornices (the only direction of goods that the client is ready to sell using this system), we immediately added such an opportunity.
9. Improved header layout
We added three elements to the header: buttons for all popular social networks for quick access to company accounts, a newsletter subscription form for more efficient database growth, and a site search for more convenient user navigation.
10. Made a banner for the main page
11. Conducted several events
We implemented several promotions with the ability to print a discount coupon. Example of shares: one and two. The goal is to increase conversion.
12. Implemented photo sliders
We added sliders with product photos to the most popular landing pages to give the user a visual idea of the range and quality of the company’s products and, thereby, increase conversion.
13. Implemented the “Latest Works” slider
In the “Gallery” section, we implemented a “Latest works” slider so that the user could get acquainted with the quality of the company’s work and be convinced of its professionalism.
We created a section with reviews and made it visible from all pages of the site in order to increase user trust in the company and evaluate the level of its service.
15. Created a section “Latest on the blog”
16. We made captions for photos from the “Gallery”
In order for pictures from the “Gallery” section to participate in the search and be ranked according to low-frequency queries, we came up with captions for them based on the principle “what I see is what I write.” Due to this, we significantly increased traffic from images.
17. Registered the site in Yandex.Catalogue
Registered the site in Yandex.Catalogue (paid placement) for faster ranking in Yandex, increasing TIC, traffic and trust in the site.
18. Expanded the “Contacts” section
We added addresses, telephone numbers and Yandex.Maps of all company offices, full company details and scanned copies of certificates. Due to this, we improved commercial ranking factors and increased trust in the site on the part of both search engines and potential clients.
As a result, we got a more beautiful and clickable snippet in the search results.
20. Posted scans of thanks
In the “About the company” section, scans of gratitude were posted, which were addressed to the general director of the company for participating in charity. The goal is to increase search engine confidence in the company and the site in particular.
In the “Products” section we placed icons for each product area.
We implemented the ability to leave comments in the “Blog” section.
To receive social signals and more effectively distribute content, we added sharing buttons to the site.
24. Screwed jivo-site
25. Implemented a tag cloud
We implemented a tag cloud in the “Blog” for ease of user navigation, because Quite a lot of articles have accumulated during our cooperation.
Important Note
Apart from the work listed above, no other lead generation activities were carried out. Contextual advertising didn't do it. There were no advertisements on radio or TV. All clients received during the period of cooperation came through three channels: 1) word of mouth, 2) website and 3) one single banner at the intersection in the city of Orekhovo-Zuyevo.
Traffic results
Results by leads
Here we immediately need to give a short comment. Since the market is local, it is quite difficult to track sales from the site. Very often people study the site and then come to the store, i.e. in fact, most applications come from offline (in this article, by the way, Denis Savelyev explains in detail why this happens). For obvious reasons, we will not give a specific figure for the client’s total sales. But sales have increased, and quite well (it’s not for nothing that the client has been promoting with us for more than a year and a half), approximately 3-4 times. The number of applications directly from the site during this time was 66. And this does not take into account calls to the office, requests to jivo-site and direct visits to the company’s office.
Honest promotion brings results
The methods by which we promote our client’s website “Wallpaper and Curtains” are very simple and known to everyone, but they are still used by a very small part of the market. And really, why? After all, the links still work. Cheating behavioral – no, no, and it will work. These methods are cheaper, and the effect comes much faster than from painstaking comprehensive promotion. The only thing that people who choose this path miss is: possible consequences. Yes, you might get lucky once. And the second one. And even the third. But will this continue forever? Very unlikely. Search engines are improving their algorithms every day, and very soon (before you even have time to blink an eye) they will learn to find all your loopholes with high accuracy. Therefore, it is better not to take risks and immediately choose those promotion methods that will definitely bring you results. And finally, a symbolic picture. This is what webmasters who violate search engine requirements look like in our eyes:
20 IMPORTANT SECRETS on how to attract clients different ages. Every curtain designer should read this article.
Our clients are changing, another generation is growing with its own ideas and demands. “The client went differently,” became a typical complaint from an experienced designer. How to remain successful and get clients of different ages?
Modern companies use the theory of generations for this; they offer each generation their own approach, their products, design, and service principles. Today we will look at the main postulates of this theory and how to apply them in the curtain business.
07/17/2014, Business
First, briefly about the theory of generations.
WHAT GENERATIONS ARE THERE?
A generation is people born in a period of 20 years. We now have three key generations in our country that are important for the sales of custom-made curtains:
Post-war generation (1943-1963). American title baby boomers, due to peak birth rates.
Generation X – “Pepsi generation” (1963-1983).
The largest generation now is generation X. It is gradually replacing the baby boomer generation, and now it is generation X that is in key leadership positions.
But in lately More and more purchases are being made by generation Y, to which adult salespeople are not yet accustomed and often do not understand how to effectively sell to them.
We will not go deep into the theory of each generation; we will highlight only the most important for work and attracting clients.
POST-WAR GENERATION (BABY BOOMERS), AGE FROM 51 TO 71 YEARS.
Their slogan: “Inexpensive, but rich.”
This generation has been through a lot, so it is important to emphasize to them that everything is fine with them.
WHAT DESIGNS ARE BABY BOOMERS LOOKING FOR?
Curtains for baby boomers should look more expensive than they actually are. They should attract attention and be “elegant”. It is not for nothing that complex lambrequins are especially loved by this category.
HOW BABY BOOMERS CHOOSE
They usually take a long time to choose, they can go around many salons. At the same time, already in the salon they can continue to compare prices, composition, country of production, colors, etc. for a long time. The interior of the salon is not as important to them as the service of the consultants.
HOW TO SELL CURTAINS TO THOSE OVER 50
Surround them with attention, they appreciate it.
Give them the opportunity to choose and compare. Offer options from different collections, pay attention to the variety of options.
Offer spectacular fabrics, bright colors, complex pattern or shine.
Give them the opportunity to save some money. Show something similar, but a little more cheap option fabrics.
Show them examples complex structures curtains that immediately catch the eye.
Key phrase: “curtains should be beautiful.”
GENERATION X – “PEPSI GENERATION”, AGE FROM 31 TO 51 YEARS
Their slogan: “Especially for me.”
This generation values independence and individuality. It is important for them to emphasize their status, their belonging to people of a certain level.
WHAT DESIGN GENERATION X IS LOOKING FOR
Non-standard is important to them. For them, custom-made curtains are an opportunity to emphasize their own individuality. At the same time, ostentatious luxury no longer interests them. If the fabrics look modest, but it is an elite collection, they will be quite happy with it.
HOW GENERATION X CHOOSE CURTAINS
The status of the salon is very important to them, so they first of all look for the “most decent” salon. They prefer large salons and large shopping centers. Having already trusted the seller, they make a choice based on fabric, design, and cost. They love independent choice. They value brands as a way to emphasize their status.
HOW TO SELL CURTAINS TO THOSE FROM 30 TO 50
Don't force it. Give the opportunity for free choice.
Draw their attention to brands, logos and country of manufacture. Tell stories about fabric manufacturers, they value legends.
Ask about preferences, don’t impose yours. This generation values their own opinions very much.
Emphasize the level of the salon, mention stories with status people. “One of the clients was the owner of a car dealership, they wanted curtains to match the color of their car...”, etc.
Most importantly: offer designs with custom solutions. It must not be like everyone else!
Key phrase: “curtains should give you pleasure.”
Their slogan: "It's so funny."
Most likely, the player will not come to a standard salon. He will find a designer online or learn about a beautiful, unusual “designer boutique.”
WHAT DESIGNS ARE GENERATION Y LOOKING FOR?
They care about trends: vintage, environmental friendliness. They don’t care about brands and status; it must be interesting, unusual or popular.
HOW GENERATION Y CHOOSE CURTAINS
First of all, the Internet and social networks. They come to shopping centers to have fun. If something unusual catches their eye, they will start choosing. If one of your friends has already ordered curtains from you, they will make the choice easily. They don’t like impositions from sellers; they like to make their own choices.
SO: HOW TO SELL CURTAINS TO THOSE WHO ARE UNDER 30
Be an expert, not a salesman.
Make the selection process fun. Report interesting information, entertain.
Focus on fashionable topics interesting designs, designs.
Highlight natural and eco-friendly fabrics.
Use something that can cause surprise. Not necessarily related to curtains, for example an unusual vase, business cards, etc.
Use loyalty programs like “a big discount for your friends when ordering curtains from us.”
Key phrase: “curtains are not a boring rag on the window.”
Attention! Prices and promotions in the video may not be current and do not constitute a public offer. For current prices and promotions, check the website
The product is sold in assortment. The type of tulle fabric (chiffon or voile) and photo curtains (gabardine, satin) when ordering depends on the availability of the product range in the warehouse.
Are you tired of your usual home environment? Do you want to refresh the interior of your favorite room without resorting to expensive repairs and buying new furniture? Set of photo curtains " Golden temptation(mood)" will give your bedroom or living room a luxurious, respectable look. At the same time, they will not only decorate your window, but also provide a feeling of coziness and comfort in any weather. After all, sometimes it’s enough just to hang the curtains to “isolate” from cloudy everyday life.
Time-tested luxury
The curtains are made from thick fabric used to sew expensive curtains. The peculiarity of the fabric is the diagonal method of weaving the threads at an angle of up to 60°. The reverse side is smooth, and the outer side has a slightly noticeable relief pattern called a diagonal hem. All this gives the canvas a whole series useful properties:
- The canvas acquires high density, maintaining softness and airiness. An atmosphere of lightness is created, while the space visually expands.
- Withstands up to 500 washes and even more proper care. The product is created to please you with its appearance for as long as possible and create summer mood at any time of the year.
- Keeps its shape perfectly: does not stretch or wrinkle during use, as well as after washing. As a result, the curtains do not need ironing.
After purchasing, there is no need to file anything - the kit is immediately ready for use.
Exclusive model
The unique design of the curtains was developed specifically for the Top Shop TV store. Such beauty is sold only here! An incredible bouquet of delicate roses is applied to the surface of the canvas using 3D printing with rich colors. A 3D effect is created: the drawing looks as if it were alive and amazes with the accuracy of the details. The color scheme is good for any apartment. Curtains are especially suitable for dark rooms, since light when it hits the fabric is scattered, making the room brighter and more spacious.
Nice bonus!
When purchasing photo curtains “Golden temptation (mood)” you will receive airy tulle as a gift! The product perfectly completes the composition, creating an atmosphere of comfort and luxury.
A well-written text of an advertisement with the obligatory inclusion of psychological elements makes it possible to provide potential consumers with information about a product, service, as well as planned promotions. The most advantageous offers for customers about discounts, gifts for purchases, holiday events accompanied by prizes will not be effective and will not attract the expected number of customers without organizing their information.
How to attract buyers
To achieve success in promoting a product or service, you need to effectively declare the subject of your business activity.
Timely drawing attention to planned marketing activities will increase the effectiveness of their implementation among numerous potential clients. Advanced entrepreneurs take advantage of the modern capabilities of specialized Internet platforms. They allow you to quickly, and in some cases free, place current news in specialized services and in social networks. All resources provide the opportunity to select target audiences based on interests. If you already know your target audience, you can order printing of your brand or slogan on clothing from FairPrint, which will undoubtedly be effective in attracting attention to your product or activity.
Features of advertising text
- The headline should reflect the essence of the trade proposal, as well as the benefits of cooperation. There must be an element of intrigue.
- The text part should take into account all channels of human perception and detail the advantages of the proposal.
- Text advertising must take into account the interests of the target audience for which it is intended.
- The use of specific facts and precise information expressed in numerical terms is encouraged.
- The product should be concise and not intrusive.
Algorithm for presenting information
Customer interest in a product is directly dependent on the way information is presented. His choice depends on the social affiliation of the citizens for whom the product or service is intended, and on the place where the advertisement is published.
The best examples of advertising texts contain a bright headline that is informative. They are characterized by clearly formulated rules for the promotion and price parameters of the product. And the offer to purchase is always veiled and expressed in the form of a motivating offer.
The advertising text for any product can be published on social networks, on specialized platforms, on your own website, in newspapers and magazines. Placing it on billboards is effective. Effective mailing to postal addresses regular customers and, by patronage, to their acquaintances.
Read also: How to become rich and successful person from scratch
Before creating your advertising brainchild, you should study various examples advertising a product for the purpose of copying best ideas, which are a feature in the product in question. To compose your own advertising, you should first think through all your wishes, as well as compile a list of information that was relevant and useful at the time of creating the brand.
A marketing model must be chosen based on the advertised product and the target audience that might be interested in it. In this case, only one parameter of the model should be taken into account, aimed at activating attention, understanding, desire, and, as a consequence, actions. Good effect provides identification with a well-known brand.
By adding to advertising unique style, you can give an entrepreneurial idea an exclusive image that will ensure product recognition and significantly expand the target audience. The use of slogans will add an element of originality and uniqueness, and a well-written text structure will allow you to quickly achieve the desired effect.
When advertising is ineffective
Advertising is a powerful sales tool. However, if used incorrectly, it can ruin the reputation of a business entity. It must reflect truthful information. It is unacceptable to embellish with events or additional services that are not relevant for the advertised product. There is no need to intrusively attract the buyer; this always creates the impression of lack of demand in the market for similar goods or services. You need to be able to masterfully present relevant information. If this rule is violated, all marketing and advertising efforts to promote your product are doomed to failure.
Determining the target audience
In advertising activities, it is important to competently determine the target category, since this parameter has a direct impact on the effect of the information offered for review. Its main feature is that the potential client belongs to a certain social status, age, gender, place of residence.
Advertising stunts
Advertising is necessary so that a business entity can stand out among thousands of similar companies with their own offers. To do this, it is not enough to simply tell your potential consumers about the availability of a quality product and encourage them to buy it. To attract the attention of customers, it is recommended to use several marketing schemes, following which allows you to advertise correctly. This will ensure maximum results from its publication. Promotion methods such as unique selling proposition and classic model sales, in which the buyer is accompanied at all stages of the purchase.
Let's consider the issue of finding clients. Let's say you decide to sew curtains with your own hands to order, receive additional income at home, organize your small business for sewing curtains. You already know how to sew, and feel the potential in yourself and creativity. But you don’t know where you can find clients.
So, where can you look for people who want to order curtains?
For those who plan to organize their curtain making business best solution- rent a room in a public area and organize a curtain sewing salon. This will attract you greatest number clients. The most important thing is to choose the right room so as not to burn out. Where can I find space for a salon, what signs should I use to look for it, and how to attract clients there? You will find answers to these questions in the course How to organize your own curtain sewing business.
Such a project is not very expensive, and compared to other business investments, it is almost free. But still, not everyone is ready to do business. Many people simply want to have extra income at home. Our advice is for them.
Be actively looking for clients. Tell all your friends and acquaintances that you sew custom curtains. You probably have a huge number of friends. And these acquaintances have other acquaintances, and those acquaintances have other acquaintances... etc. Ask your friends for help, explain that you need clients. Surely, among all these friends of yours, there will be people who want to order curtains.
Social networks will help you have income at home. Create pages on social networks, create groups, post photos of your work there. Write that you have decided to sew custom curtains with your own hands and leave your contact information. Communicate actively, regularly exhibit your work, and soon there will be admirers of your talent.
Print advertisements and place them in mailboxes. Pay special attention to those houses where people have just moved into. Surely they all need curtains. And if a house has non-standard windows or too high ceilings, then the people living in this house will not be able to buy ready-made curtains and will be happy to use your services.
You can have extra income at home, do what you love and earn good money if you show a little initiative and gain clients. In the future, you will not have to actively look for clients; clients will find you themselves based on the recommendations of those for whom you sewed curtains.
All of the above tips are suitable both for those who want to have additional income at home, and for those who want to organize their own curtain sewing business. Only for those who organize a business for sewing curtains, these technologies for attracting customers will be additional and optional, because the business operates on different principles.
