Lauren Kaye

Industry: Small home appliances
Content: 2-3 blogs per week and social promotion
Highlights: Company’s growing website draws traffic from in-store buyers

Looking at your website from an objective standpoint, there might be obvious room for improvement. There is almost always some way we could spruce up our designs, make things run a little faster or sharpen the copy in our landing pages to give customers a better first impression. However, those subtleties are often lost on decision makers who don’t see the value in web marketing or content creation. Customers don’t find the business online, they argue.

One of Brafton’s clients proves that customers do look for AND find businesses through online searches, even if those companies sell goods in stores and customers are familiar with the brand.

Content helps traditional businesses adapt to new consumer behaviors

This business has sold small home appliances for over a century, and it partnered with Brafton to produce content so it could remain competitive in today’s web-forward marketplace. The marketing strategy paid off because the blog content on its site helped the company attract 120 percent more traffic year-over-year. Some pieces brought in thousands of visits, and also gave the brand an advantage in mobile searches.

Customers do look for AND FIND businesses through online searches

There’s a trend in consumer behavior, known as showrooming, in which shoppers pull out smartphones or tablets in stores to look up product and service information on the web. That way, they can make sure the item they’re considering has positive user reviews, is priced competitively and has all the features they want.

Reach customers when they’re making purchase decisions

Because this client had built up its site as a valuable resources for customers with blogs that answered common questions, it managed to capture some of the traffic generated by showrooming consumers.

In fact, Brafton’s strategist saw that 38 percent of the client’s traffic was coming from smartphones or tablets, and about half of its blog content visits originated from users on mobile devices. By providing the answers buyers were looking for in store aisles, the brand can influence their purchase decisions.

38 percent of the client’s traffic comes from smartphones or tablets, and half of blog readers use mobile devices

Technology has disrupted the traditional buying process and introduced the Zero Moment of Truth (ZMOT). This is when consumers recognize a need for something (a new coffee maker because their old one broke), and are influenced by content online before they ever go to a store and pick the replacement and choose one brand or another. Companies that are online participating in social conversations, publishing helpful articles and generally engaging their audiences are the ones winning at the ZMOT and swaying customers‘ choices.

Want to know more about the Zero Moment of Truth? Here’s a video from our strategist.

In the case of this client, Brafton’s strategists saw that most of the mobile visitors were navigating to product pages, which suggests they were highly qualified leads on the verge of converting. Optimizing content and design for such visitors will ensure the company provides the type of experience – both online and in stores – that makes people want to buy.

Curious about other mobile trends? We’ve got you covered: