Creative advertising of roller blinds. We are opening a business - a curtain salon. Discounts for regular customers
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.
The 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: from 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 a little more than 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 site header, 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 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 “Order a call” and “Call a designer” to the header. 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.Catalog
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 line.
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 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:
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 actual news in specialized services and in 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.
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. Distribution to the mailing addresses of regular customers and, through patronage, their acquaintances is effective.
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 to 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 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. A business related to custom tailoring can become truly profitable. To be successful, its owner needs to find premises, purchase equipment and find qualified designers and seamstresses. However, we should not forget about another important aspect, namely studio advertising. This article is intended to help entrepreneurs develop the right marketing strategy, highlighting the most effective methods
promotion and excluding the most losing and inappropriate options.
Point design
Facade The main requirement for façade design can be formulated simply - the bigger and brighter the better. Regardless of whether your studio is located in a shopping center or on the street, try to make it visible to as many people as possible. Bright colors , big sign, advertising banners
- all this should be used to attract the attention of potential customers.
Signboard
The sign should be large, bright and informative. By informativeness we mean either the thematic nature of the name, or the presence of the inscription “atelier” on the sign. Such measures are necessary so that every passerby can accurately determine the profile of your enterprise. As for the backlight, it's up to you to decide. Not many studio owners order LED signs. This is explained simply - it is unlikely that a person, simply passing or driving by, will decide to come in and order a dress for himself. There is a need to be noticeable at all times in grocery stores, bars and restaurants, etc., but in the case of an atelier this is not necessary. However, if you still want to order a luminous structure, this will definitely not harm your business.
Outdoor advertising
Banners Bright advertising banners must be placed in close proximity to the studio. Develop, come up with a slogan and list your services. After that, it’s a small matter - you just need to order a poster from the printing house.
Signposts
Regardless of whether your studio is located in a shopping center or complex, or on a line of houses, the pillar will become an excellent remedy attracting attention. Make sure that the word “atelier” is immediately visible, and that the list of services is easy and quick to read. You should not list your advantages in small print, because it is unlikely that a passerby will stop to read the small and long inscriptions.
Signposts
The pointers are mandatory element outdoor advertising if your studio is poorly visible from the street, or is not located in the most accessible place of a shopping center or complex.
Internet advertising
Website
Despite the fact that a website is an invariable attribute of business success, you will have to think about whether you specifically need it. If you have a small studio in a shopping center or retail center, where you mainly do repairs or fitting of clothes, you do not need a website. But if you are specifically targeting tailoring for a large number of people, or are positioning your atelier as an elite one, you simply need a business card website. The main advantage of such a resource is that you can publish photos of your best models. It is better to indicate prices under the photo - visitors will definitely appreciate their availability. This is explained very simply - just calculate approximate cost the things they need are much easier than visiting a studio to find out this issue.
If you decide to create a website on our own, be sure to read our articles:
Here we have posted our experience and opinions on using various instruments that you simply need in your work. This will allow you to reduce the time it takes to select the necessary resources for its creation and get profit from the site as quickly as possible.
contextual advertising
Advertisements on classifieds sites
In any city there are free resources, ad sites and forums where you can advertise your atelier completely free of charge. Try to place your advertising messages on all such sites, because the more often your name is mentioned online, the better for business.
Printable advertisement
Leaflets
You need to order a batch of leaflets from the printing house. You can develop the design yourself, or order flyers from an advertising agency. Offer a discount to the bearer of the leaflet, this will interest potential clients. Remember, the slogan and sentence on this small piece of paper should “hook” the person and explain to him why he chose you. So, if you are a high-end tailor, tell us why you are better than others. If you are betting on reasonable prices, emphasize that you have high quality combined with the lowest price in the city.
Business cards
Business cards are a real “must have” for every tailoring studio. They should contain the most important information about you: a list of basic services, contact details, website address. Of course, they must be distributed to each client. Moreover, they should be distributed to nearby stores, especially if they sell trouser suits.
Advertising in newspapers and magazines
Advertising in print media can bring significant benefits to your studio. Using advertising modules in magazines is a good way to promote, but you should try the more fashionable advertising options today. So, for example, many magazines begin to publish many stories about new businesses, interview owners, and study their success stories. An article like this about your studio will be much more effective than a simple advertisement that the reader can simply ignore. You should also remember that in such an interview you need to mention absolutely all the “titles” of the designers, owner, etc. In other words, if you mention that the person responsible for developing the models studied abroad, won competitions, etc., this will definitely be a plus. As for newspapers, it is better to use them for posting advertisements. In the “services” section you can publish a small private advertisement about clothing repair and tailoring. Such advertising costs little, but consistently brings in customers.
TV ads
TV newspaper and ticker
As with flyers, your newspaper ad or news ticker should be as concise as possible, but informative and enticing. You don't have to pay for daily broadcasts on local TV channels - it will be enough to advertise on the weekends.
Other
Discounts for regular customers
Develop a system of discounts for customers. On the second order you can make a discount of 3-5%, on the third and further 5-10%, depending on your pricing policy, costs, etc. You shouldn’t work at a loss, but you shouldn’t save too much either. Such bonuses significantly increase customer loyalty.
Carrying out price promotions
Run special promotions. Try to make them relevant, for example, give a discount on sewing summer dresses in May, and on working with fur coats in November.
Participation in exhibitions and shows
If you can start producing interesting models, launch your own, albeit small, line and take part in some, albeit small, show or demonstrate your work at exhibitions, this will be a significant plus for the business. However, remember, for this fact to be beneficial, it must be widely announced through all available advertising channels.
Word of mouth
In this business, word of mouth plays perhaps the most important role. If you sew clothes to order, hire only the best designers and seamstresses, because the quality and appearance of your products is what customers will discuss with their friends, colleagues, and relatives. And if people around your visitor really like your work, there is a high probability that they will come to you.
What kind of advertising is not suitable for an atelier?
- Radio advertising. Audio clips and narration announcements are good tool promotion, but, unfortunately, not for the studio. Judging objectively, among radio listeners there are few fashionistas, rich women and respectable men, who are the basis target audience similar enterprises. This is why advertising on the radio will be comparable to shooting sparrows from a cannon - you will spend a lot of money, but get very little benefit.
- Videos on TV. Despite the fact that a TV newspaper and ticker tape are good means of advertising, creating your own studio video and broadcasting it simply will not pay off. Moreover, this will be a colossal blow to the enterprise’s budget. That is why it is better to abandon such promotion in favor of less expensive and more effective methods.
- Billboards and banners. Such advertising costs a lot, and in order for it to have any noticeable effect, you will need to place billboards or banners throughout the city. Moreover, despite the fact that atelier services are in demand, the majority of the population prefers to buy ready-made clothes rather than order them from an atelier. Therefore, the costs of such massive advertising will simply be unjustified.
Examples of slogans for tailoring studios
- Everything for lovely ladies!
- From skirt to fur coat.
- The embodiment of ideas from the best furs in the world.
- Brand new image.
- Wardrobe for the soul.
- The perfection of individuality.
- Style, fashion, art...
- We make your dream come true.
- The costume plays a role!
- Individualize your style for your victory.
- Affordable luxury.
- Always perfect.
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 renovations 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 whole line 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 in any season.
- 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 is scattered when it hits the fabric, 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.
No matter how high-quality tailoring, curtains different styles And original curtains you didn’t offer for the living room, if only a limited circle of audience knows about it, it is very difficult to talk about increasing profits and prosperity of your business. We know how to promote your company, because advertising blinds for windows on the Internet is one of the profiles of Promotion Group:
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Calculate the cost of advertising a curtain store for free!
- we know how to promote the websites of companies that deal with curtains or blinds - “clothing for windows”;
- We carry out a comprehensive analysis of the curtains market in order to learn from the positive experience of your competitors and use it to promote your web resource;
- choosing the most effective methods;
- We are thinking over a strategy for comprehensive advertising of a store with curtains on the Internet, which will actively contribute to the stable development of the business selling curtains for your company.
During my professional activity Our team has ensured the successful promotion of sites engaged in the production of blinds and curtain sewing.
Effective advertising for a curtain salon: how to attract buyers via the Internet?
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- the widest audience reach - potential clients of a store selling original curtains;
- features of promotion in search engines do not involve significant costs;
- professional services for promoting the salon website for the requests “buy curtains”, “order curtains”, etc. be in the “top” of search engine results lists;
The answer to the question of how to advertise curtains or a store, salon, or tailor-made atelier involves not only the presentation of the product and information about its impeccable quality. The first thing to target different kinds Advertising on the Internet is an opportunity for potential buyers to see sites of interest, go to them and make the necessary purchases.
Optimization and promotion of the blinds website - an integrated approach to the web resource
Optimization and promotion of the blinds website is one of the stages of promotion, which is included in A complex approach to the web resource. After analyzing the site structure, its content and competitive environment, our specialists will develop an effective strategy and carry out its phased implementation:
I want to promote a website for the production and sale of blinds
- First, internal optimization of the resource will be carried out, since without this it is impossible to get into the top 10 search engines;
- we will choose the optimal ones keywords and we will form a semantic core for further effective search engine optimization of the site;
- To achieve fairly quick results, the method of contextual advertising will be introduced.
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Our specialists know how to promote a site for the production and sale of blinds, using the most modern effective ways. It is important to note that the services of promoting an online store of light-protection devices for windows quickly pay for themselves with stable product orders from new customers.
Are you interested in advertisements for blinds and curtains? Fill out the application form on our website or call 8-800-333-13-25. Our team of professional and experienced specialists in the field of web resource promotion will help you strengthen your position in the market and attract new customers.
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