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What Can Online Marketing Do For Housewares Brands?

Adrian Bredeson
by Adrian Bredeson on Jun 22, 2017 11:15:00 AM

According to the State of the Industry report from the International Housewares Association, internet retailers posted the largest share gain in sales over other mass merchants, up 1.7% to 3.7% in 2013. E-commerce retail sales posted yearly total sales gains in 2013 as well, reaching 15.5% in share of total housewares retail sales (up from 13.1% in 2011). Whether you are selling through online retailers, or direct from your own website, online marketing has never been more important for home and housewares brands.

Last year, 205 million U.S. citizens were online shoppers and had browsed products, compared prices or bought merchandise online at least once. Consumers are using the internet to research, select and purchase home and housewares products, is it your brand they are choosing? Are you demonstrating to top retailers that you have a presence and brand worthy of top placement on their shelves? Online marketing can do so much for home and housewares brands, it's important to understand the opportunities available

Generating Brand Awareness

Whether you sell online or through retailers, one of the biggest challenges housewares brands face is setting their business apart from the competition.New Call-to-action According to Global Sources, there are hundreds of thousands of housewares suppliers on the market today, and millions of products available to consumers. Setting your brand and products apart is no easy feat. Online marketing can help by establishing true, meaningful connections and demonstrate your overall value to retailers.

 Top online marketing tools for generating brand awareness:

  • Content Marketing
  • Social Media
  • Online Advertising
Getting Found Online

When consumers are shopping for the products you sell, are they finding your brand, or your competition? When retailers are looking for the products to stock, do they find your products, or someone else's?  To generate better sales, you have to attract better qualified traffic to your website. With so much pre-purchase research being done online, it's imperative your brand has multi-channel search visibility throughout your target audience's buying cycle. Online marketing can put the right messages in the right places, so your brand is at top of mind as consumers are researching their housewares options.

Top online marketing tools for attracting more visitors:

  • Search Engine Optimization
  • Online Advertising
  • Content Marketing

Increasing Sales or Leads

We love conversion rate optimization, and stand by the thought that it's easier to increase sales by improving conversion rates than it is  by generating more traffic.  While generating more (and better traffic) should be a primary focus of any online marketing program, improving your sales or lead generation is probably more important. Tracking user behavior and optimizing your website and online presence as a whole allows us to understand how your consumers are using your website, where they are leaving from, and what needs to be done to generate more leads.

Top onlinemarketing tools for increasing sales or leads:

  • Website Analytics
  • A/B Testing
  • User Experience Optimization
Creating Higher ROI

Your online marketing program is an efficient (and effective) line on your budget, because you can track progress, spend and return on investment easily and regularly.  You may never know how many people actually read your magazine ad then purchase your product, but you can know exactly how many people click your online ad then convert. We can understand how each piece of an integrated online marketing strategy is working, to focus more efforts where needed, increase (or decrease) budgets based on performance, and continually generate better results.  We're not trying to say online marketing can or should replace more traditional marketing tactics (integration is key!), we're just saying online marketing is better for tracking and improving ROI.

 Top online marketing tools for generating higher ROI:

  • Online Advertising
  • Content Marketing
  • Website Analytics
Improve Customer Service

Consumers are using the internet to rave and complain about much more than just their personal lives.  People are taking to social to post about the products they love (and hate). Online review sites are frequented daily by people researching their next product. Amazon's comment sections are full of reviews, ratings and testimonials. According to Marketing Land, 90% of consumers say positive reviews influenced their purchase decision.

Your online presence can and should be generating positive reviews and testimonials from your customers, so that potential shoppers will trust your brand and choose your products and top retailers will want to carry your brand. Negative reviews are nothing more than the opportunity for you to make something right, and what better way to do that than publicly so the world can see your commitment to customer service?

 Top online marketing tools for generating higher ROI:

  • Social Media
  • Reputation Management
  • Retention Optimization

While many of the top brands understand and embrace online marketing, it can be a challenge, which is why we're here to help you understand all the ways online marketing can and should be working for your housewares brand. The right online marketing strategy puts you in charge of the story you tell and the information you provide to consumers, while making sure that information is found when and where potential shoppers (and retailers) are searching. To learn more about how we think online marketing can work for your brand, we're offering free online marketing consultations and invite you to subscribe to our monthly newsletter to learn more about E-Power Marketing and the industry as a whole!

Schedule a Consultation!

 

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Adrian Bredeson
Written by Adrian Bredeson
As Director, SEO and Social Media at E-Power Marketing, Adrian is primarily focused on the organic success of client programs through SEO, social media and content marketing. Adrian also heads up the agency's marketing initiatives. With a background in psychology and PR, her passion for telling a brand's story by understanding and engaging with their target audiences has been put to good use at E-Power!

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