Retail Observer

RETAILOBSERVER.COM APRIL 2023 52 B y using the powerful combination of demand generation tactics such as email marketing, blogging, and social media marketing, you can increase your visibility organically and inexpensively. Let's break down why each tactic is so valuable. EMAIL MARKETING Consumers don't typically purchase a product from an unfamiliar brand after just one engagement. But sending targeted follow-up emails can help your brand stay top-of-mind while they shop. What's more, it tells them you value their business, because you are investing in the relationship by consistently nurturing it. Now, when the consumer is ready to decide, they are much more likely to choose your business over a competitor who didn't work as hard to earn their trust. The long-term benefit is that you build an email list that you can later re-engage to earn repeat customers. BLOGGING Consumers now do most of their product research online rather than talking to a salesperson in-store. Having a library of blogs available 24/7 is like having an always-on knowledgeable salesperson to answer their initial research questions. Questions like, "How does a washer-dryer combo work?" or "What mattress type do I need for a platform bed?" By providing the helpful and accurate content they want, you effectively increase their trust in your brand. Regarding the post-purchase journey, blogs that help customers understand how to care for their products can also increase customer loyalty and create brand ambassadors. And, as you know, word-of-mouth marketing is one of the most effective forms of marketing you can get. SOCIAL MEDIA Undoubtedly you already know the value of social media advertising. But what about organic social media marketing? I'm talking about consistently posting engaging content that is designed to humanize your brand, inspire the consumer, and make your brand more accessible to your target audience. People are tired of conventional "old school" advertising methods, so you need more creative ways to engage them. You can still promote your products, but entertaining content and valuable education should also be in the mix. It's not enough anymore to have the best prices and service; you also need to woo your customers and make them like your brand persona. Your social media channels are the ideal forum for that. DON'T LET YOUR COMPETITORS WIN Let's return to the customer journey we imagined a few minutes ago. We learned that the more channels you are on, the greater your chances of persuading a consumer to buy from you. But the inverse is also true: the fewer channels you are on, the less you'll be seen. This means it'll be your competitor who's filling your audience's in-boxes and social media feeds, and taking that valuable sale. A multichannel marketing strategy is the best chance you have of winning them over. The exciting news is that AVB BrandSource, the $24 billion marketing and merchandising group for independent home goods dealers, has an affordable solution: The Full Stack Bundle. Starting at $500 monthly, members can add all of these tactics to their marketing strategy and be everywhere their customers are. With this turn-key program, AVB's marketing experts will implement and manage members' blogs, social media, and email marketing for them, allowing dealers to reap the rewards of a multi- channel strategy and still be free to focus on their businesses. To learn more, visit AVBMarketing.com, or head over to our YouTube channel at youtube.com/@avb_marketing. Grace Kuhn is demand generation manager at AVB Marketing, the advertising, e-commerce and digital marketing arm of AVB BrandSource, the nation's largest merchandising and marketing co-op for independent home goods dealers. Contact Grace at grace.kuhn@brandsource.com. RO THE MAGIC OF MULTICHANNEL MARKETING How three low-cost tactics can have an oversized impact Grace Kuhn Marketing Trends

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