There is no shamanism and magic in Internet marketing today. The lafa of idlers feasting on holes in the algorithms of search engines has ended. The magic gates of SEO have closed, and now a good and long-term result in promotion can be achieved in only one way - conscientious daily work on the site and its content. It was this principle that was the basis for promoting the client site from our today's case. Read below about the results of this.
about the project
Customer: Wallpaper and curtains company specializes in providing goods and services in the field of interior decoration. The main areas of work: design and tailoring of curtains, sale of wallpaper, cornices and blinds. The company has been operating since 2007 and has three offices in Russia: one in the city of Orekhovo-Zuyevo (main), 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, the wealthy because beautiful and expensive curtains are usually ordered when the main life problems have already been resolved. Most often, the wife herself makes the choice, 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 and completely non-sales website with basic information about the company and the services it provides. Search traffic was 2-3 clicks per day.
Heard about us from friends (never promoted in agencies 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 that were promoted in cheaper and less labor-intensive ways fell into a serious risk zone.
What have we done during the period of cooperation?
Our work with the client "Wallpaper and Curtains" lasts a little more than a year and a half. During this time, we managed to significantly increase search traffic and sales from the client's website (we will give the exact numbers at the very end of the case). What exactly did we do to achieve such results? Let's break it down point by point.
1. Gathered the widest possible semantic core
From this point, the promotion of almost any project in our agency begins - the collection of an extensive semantic core, which includes the entire range of search queries (not only high-frequency, but also - necessarily! - mid- and low-frequency). Initially, we managed to collect a little more than 1300 requests for this client, later new requests were added to them every month for a year and a half (every month a new low-frequency search appears in the search, and it must be tracked and worked out), as a result, the semantics of the site has grown to 2000 requests, and this figure will continue to grow.
2. Created a relevance map
After collecting the keys, they must be scattered into sections. To do this, we create a so-called relevance map - an Excel file that reflects all the pages of the site (already available, 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 manage to avoid confusion and accidental errors - copywriters always know exactly which keys to work on the page before writing the text, which allows them to build their composition so that it turns out not only well-optimized, but also interesting for live users. And SEO-optimizers always have at hand the “big picture” of the site.
3. Developed a content marketing strategy
After studying the client's business, analyzing the target audience and competitor 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 wordstat queries, thematic print magazines, foreign resources (especially those dedicated to fashion trends in a niche), competing sites.
Types of text materials: articles with useful tips, creative ideas, case studies, 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 benefits 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 is the most frequently asked designer? »
"Selling" articles
- “Why is it better to call a designer at 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 with a frequency of 1 time in 2 weeks. Subscribers were collected (and continue to be collected) exclusively using the subscription form in the header of the site, so the number of the base is still quite small - just over 100 people. Topics we cover in our newsletters:
- Latest trends in curtain and interior design
- Actual 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 pricing information, most users leave the site. Therefore, the first thing we did as part of improving usability was to create and place a detailed price list for all services so that site visitors have the opportunity to evaluate the cost of the work they need.
6. Raised the block "Price from ..."
On pages with services, the block with information about the price was 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 added the button "Prices in detail", leading to the full price list, where the user can get acquainted with the prices for all types of services.
To increase the conversion on the site, we drew and added two CTA buttons “Request a call” and “Call a designer” to the header. Set goals for them.
8. Implemented the functionality of the basket for the section with cornices
To increase conversion, it is very important that users have the opportunity to independently explore the assortment of the store, 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 under 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 base building, and a site search for easier user navigation.
10. Made a banner for the main page
11. Conducted several promotions
Implemented several promotions with the ability to print a discount coupon. Stock example: one and two. The goal is to increase conversions.
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 the conversion.
13. Implemented the slider "Recent works"
In the "Gallery" section, we implemented the "Recent Works" slider so that the user can get acquainted with the quality of the company's work and make sure of its professionalism.
We created a section with reviews and made it visible from all pages of the site in order to increase user confidence in the company and assess the level of its service.
15. Created a "Latest on the Blog" section
16. Made captions for the photo from the "Gallery"
In order for pictures from the "Gallery" section to participate in the search and be ranked by low-frequency queries, we came up with captions for them according to the principle "what I see, I write." As a result, image traffic has increased significantly.
17. Registered a site in Yandex.Catalogue
We registered the site in Yandex.Catalog (paid placement) for faster ranking in Yandex, increasing the TIC, traffic and trust in the site.
18. Expanded the "Contacts" section
Added addresses, phone numbers and Yandex.Maps of all company offices, full details of the company and scans of certificates. Due to this, we improved commercial ranking factors and increased the credibility of the site from both search engines and potential customers.
Due to which we got a more beautiful and clickable snippet in the search results.
20. Posted thank you scans
In the “About the Company” section, we posted scans of thanks that were addressed to the CEO of the company for participating in charity. The goal is to increase the confidence of search engines in the company and the site in particular.
In the Products section, icons were placed for each product line.
Implemented the ability to leave comments in the "Blog" section.
To receive social signals and more efficiently distribute content, we added sharing buttons to the site.
24. Screwed jivo-site
25. Implemented a tag cloud
Implemented a tag cloud in the "Blog" for ease of navigation for users. A lot of articles have accumulated during our cooperation.
Important note
In addition to the work listed above, no other actions to attract leads were carried out. Contextual advertising was not involved. 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) a single banner at the crossroads in the city of Orekhovo-Zuyevo.
Traffic Results
Lead Results
A small comment needs to be made here. Since the market is local, tracking sales from the site is quite difficult. 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 name a specific figure for the total sales of the client. But sales have increased, and quite well (no wonder the client has been promoting with us for more than a year and a half), about 3-4 times. The number of applications directly from the site during this time amounted to 66. And this is not taking 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 the website of our client "Wallpaper and Curtains" are very simple and well known, but they are still used by a very small part of the market. And really, why? The links are still working. Cheating behavioral - no, no, yes, and it will shoot. These methods are cheaper, and the effect comes much faster than painstaking complex promotion. The only thing that people who choose this path lose sight of is the possible consequences. Yes, you might get lucky once. And the second. And even the third. But will it always be like this? Very unlikely. Search engines improve their algorithms every day, and very soon (you won't even have time to blink an eye) 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 how webmasters who violate the requirements of search engines look in our eyes:
Attention! Prices and promotions in the video may not be relevant and are not a public offer. Check the current prices and promotions on the website
The product is sold in assortment. The type of tulle fabric (chiffon or veil) and photocurtain (gabardine, satin) when picking an order depends on the availability of the product range in stock.
Are you tired of the usual atmosphere in the house? Do you want to refresh the interior of your favorite room without resorting to expensive repairs and buying new furniture? Set of photocurtains "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. Indeed, sometimes it is enough just to hang the curtains to “fence off” from cloudy everyday life.
Proven luxury
Curtains are made of dense fabric used for tailoring expensive curtains. The peculiarity of the fabric lies in the diagonal way of weaving the threads at an angle of up to 60 °. The wrong side is smooth, and the outside with a slightly noticeable embossed pattern called a diagonal rib. All this gives the canvas a number of useful properties:
- The canvas acquires a high density, while maintaining softness and airiness. An atmosphere of lightness is created, while the space visually expands.
- Withstands up to 500 washes and even more with proper care. The product was created to please with its appearance for as long as possible and create a summer mood at any time of the year.
- Perfectly keeps its shape: it does not stretch and does not wrinkle during operation, as well as after washing. As a result, the curtains do not need ironing.
After purchase, you do not need to hem 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 by 3D printing with saturated colors. A 3D effect is created: the drawing looks like a living thing, it amazes with the accuracy of the transfer of details. The color scheme is good for any apartment. In particular, curtains are suitable for dark rooms, since the light scatters when it hits the fabric, making the room brighter and more spacious.
Nice bonus!
When buying a photo curtain "Golden temptation (mood)" you will receive an airy tulle as a gift! The product perfectly completes the composition, creating an atmosphere of comfort and luxury.
Whatever high-quality tailoring, curtains of different styles and original curtains for the living room you offer, if only a limited audience knows about it, it is very difficult to talk about increasing profits and prosperity for your business. We know how to promote your company, because advertising blinds for windows on the Internet is one of the profiles of the Promotion Group:
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Calculate the cost of curtain store advertising for free!
- we know how to promote the websites of companies dealing with curtains or blinds - “clothing for windows”;
- we conduct a comprehensive analysis of the curtain market in order to draw on the positive experience of your competitors and use it to promote a web resource;
- choose the most effective methods;
- we are considering a strategy for a comprehensive advertising of a store with curtains on the Internet, which will actively contribute to the stable development of the business of selling curtains for your company.
During our professional activity, our team has ensured the successful promotion of sites involved in the manufacture of blinds and tailoring of curtains.
Effective advertising for a curtain salon: how to attract buyers via the Internet?
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- the widest coverage of the audience - potential customers of the store selling original curtains;
- features of promotion in search engines does not involve significant costs;
- professional services for promoting the website of the salon on the requests "curtains to buy", "curtains order", etc. be in the "top" lists of search engines;
The answer to the question of how to advertise curtains or a store, salon, atelier for tailoring them to order involves not only the presentation of the product and information about its impeccable quality. The first thing that various types of advertising on the Internet are aimed at is to enable potential buyers to see the sites of interest, go to them and make the necessary purchases.
Optimization and promotion of the blinds website - an integrated approach to a web resource
Optimization and promotion of the blinds website is one of the stages of promotion, which is included in an integrated approach to a web resource. After analyzing the structure of the site, its content and the competitive environment, our specialists will develop an effective strategy and carry out its phased implementation:
I want to promote a site for the manufacture 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 select the best keywords and form a semantic core for further effective search engine optimization of the site;
- contextual advertising method will be introduced to achieve sufficiently fast results.
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Our experts know how to promote a site for the production and sale of blinds, they use the most modern effective methods for this. It is important to note that the services of promoting an online store of light protection devices for windows quickly pay off with stable orders of products from new customers.
Interested in advertising 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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7
Your business in the curtain trade can be very successful. The profitability of an average curtain salon is at least 100 thousand rubles per month. Of course, not everything is so simple, and reaching the break-even point of sales may take more than one month. In many ways, the determining factors for success are the location of the outlet and the level of competition in the city…
room
The best location for a curtain salon is shopping centers. Here, both high traffic and the presence of solvent customers are important, of which there are plenty in each shopping center. Even better if it is a point on the same floor with furniture stores. In this case, you get the most targeted audience. You can start with small areas - 20 - 30 square meters. m. Still, rent in the shopping center is not the cheapest and for such an area you will have to pay about 50-70 thousand rubles a month.
Opening a point in residential areas is not the best solution, although rent in such places is much lower. It's all about a too small client audience and it requires a large investment in advertising, even higher than in a shopping center. The only exception is large areas of new buildings.
Range
It is necessary to spend from 300 to 700 thousand rubles to create an assortment of goods. It largely depends on the size of the premises: the larger the area of the outlet, the greater the cost of purchasing goods. Empty shelves scare away the client, so with a limited budget, it is better to rent a small room so that you can fill the retail space of the store thoroughly. The main assortment of curtain salon includes the following products:
- curtain fabrics,
- ready-made curtains,
- blinds,
- cornices,
- fringe,
- brushes, pickups,
- accessories for curtains.
With a limited budget, you can not buy a large assortment of fabrics: at the beginning of the activity, you can sell goods according to samples that you can collect in countless quantities from wholesalers. In the assortment of ready-made curtains, you can offer the client a number of products:
- classic curtains - straight hanging fabric combined with tulle. This is the hottest item. The average price is 2,000 rubles;
- photocurtains - for an amateur. A more expensive option, unlike the classics. The average price is 4500 rubles;
- Japanese curtains - also an amateur. Such curtains are more like screens. The fabric of Japanese curtains is light and moves along the window with the help of a mechanism. The average price is 1500 rubles;
- Italian curtains. Such curtains do not move apart and are rigidly attached to the eaves. They are often used on doorways. The average price is 1200 rubles;
- Roman curtains - all the same exotic. They are a strip of fabric stretched over a rigid structure attached to the ceiling. The average price is 1200 rubles.
Staff
The main employees of the salon are sales consultants. Only two of them are required for a small salon, for work in a 2/2 shift schedule. In addition to sellers, a designer is needed - a person who will go to the customer's house, offer design options, take measurements, and so on. Keeping a designer on staff is optional. You pay the person only for the departure, adding a percentage for a successful order. The installer of ready-made curtains and cornices works on the same principle. When expanding the business, you can hire a couple of seamstresses and open a real sewing workshop. Thus, you can carry out not only your orders, but also work for other outlets.
Advertising
As advertising, the most effective methods can be such as a bright advertising sign in front of a store or on the wall of a shopping center, distributing leaflets in front of a shopping center, as well as advertising on the Internet. The site will work most productively in large cities, where very often a lot of goods and services are found via the Internet. Here, for example, a report on the number of requests “buy curtains in Novosibirsk” tells us that through the Yandex search engine alone, about 1,100 people a month are looking for this product in Novosibirsk:
The site can perform several functions: representative and the function of an online store, as well as for ordering a designer at home. Creating your own website and its promotion in search engines will cost between 50-70 thousand rubles.
Finding clients is the most difficult part of the business for start-up salons. Therefore, before opening a business, you should think very carefully about the client base. Distribution of advertising booklets to mailboxes in new buildings and private houses (we choose only elite areas), as well as active work with the community of designers in your city, can help you make yourself known. You provide the designer with a portfolio of your work, get him interested and agree on a percentage of each completed work. As a rule, the designer takes 10% from each completed order.
Curtain Salon Business Plan
Let's calculate the approximate efficiency of a curtain salon opened in a shopping center on an area of 30 square meters. m.
Starting investments:
- Room design - 100 thousand rubles.
- Commercial furniture - 100 thousand rubles.
- Creation of an assortment of goods - 400 thousand rubles.
- Advertising (signboard, website creation) - 100 thousand rubles.
- Reserve fund - 100 thousand rubles.
- Other organizational expenses (registration of individual entrepreneurs, delivery of goods, etc.) - 50 thousand rubles.
TOTAL - 850 thousand rubles.
Fixed monthly expenses:
- Room rental - 50 thousand rubles.
- Salary + insurance contributions (3 people) - 80 thousand rubles.
- Tax (UTII) - 10 thousand rubles.
- Other expenses - 15 thousand rubles.
TOTAL - 155 thousand rubles.
Income:
- The average check of the salon is 3000 rubles.
- Trade margin - 100%
- The average income from one sale is 1500 rubles.
- The average number of sales per day - 5, respectively, per month - 150
- Income per month - 225,000 rubles.
Hence the profit of the salon: 225,000 - 155,000 \u003d 70,000 rubles. The return on investment, taking into account the time to promote the business (3-4 months), will come after 14 months of work.
20 IMPORTANT SECRETS how to attract clients of different ages. This article is a must read for every curtain designer.
Our customers are changing, another generation is growing with its own ideas and demands. “The client went different,” has become a typical complaint of a designer with experience. How to stay 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 consider 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 EXIST
A generation is people born within 20 years. We now have three key generations in the country that are important for sales of custom-made curtains:
Post-war generation (1943-1963). The American name for baby boomers, because of the peak birth rate.
Generation X - "Generation Pepsi" (1963-1983).
The largest generation is now generation X. It is gradually replacing the baby boomer generation, and now it is generation X that is in key leadership positions.
But lately, more and more purchases are being made by generation Y, to which adult sellers are not yet accustomed and often do not understand how to effectively sell them.
We will not go deep into the theory for each generation, we will highlight only the most important for work and attracting customers.
POST-WAR GENERATION (BABY BOOMERS), AGE FROM 51 TO 71 YEARS.
Their slogan is: "Inexpensive, but rich."
This generation has gone through a lot, so it is important for them to emphasize that everything is fine with them.
WHAT DESIGN BABY BOOMERS ARE LOOKING FOR
Baby boomer curtains should look more expensive than they actually are. They should attract attention, be "smart". No wonder complex lambrequins are especially loved by this category.
HOW BABY BOOMERS CHOOSE
They usually choose for a long time, 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 cabin is not as important to them as the service of consultants.
HOW TO SELL CURTAINS TO THOSE OVER 50
Surround them with attention, they appreciate it.
Let them choose and compare. Offer options from different collections, pay attention to the variety of options.
Offer eye-catching fabrics, vibrant colors, intricate patterns or sheen.
Let them save some money. Show a similar but slightly cheaper version of the fabric.
Show them examples of intricate curtain designs that immediately catch the eye.
Key phrase: "curtains should be beautiful."
GENERATION X - "GENERATION PEPSI", AGES 31 TO 51
Their slogan is "Especially for me".
This generation values independence and individuality. It is important for them to emphasize their status, belonging to people of a certain level.
WHAT DESIGN GEN X IS LOOKING FOR
They value originality. Curtains to order for them is an opportunity to emphasize their own individuality. At the same time, they are no longer interested in ostentatious luxury. If the fabrics look modest, but it will be an elite collection, they will be fine with that.
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, large shopping centers. Having already trusted the seller, they make a choice by fabric, design, and cost. They love to make their own choices. Brands are valued as a way to emphasize status.
HOW TO SELL CURTAINS TO THOSE WHO ARE FROM 30 TO 50
Don't impose. Give free choice.
Draw their attention to brands, logos and country of origin. Tell stories about fabric makers, they appreciate legends.
Ask about preferences, do not impose your own. This generation values its own opinion 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 in the color of their car…”, etc.
Most importantly: offer designs with customized solutions. Should not be like everyone else!
Key phrase: "curtains should give you pleasure."
Their slogan is "It's so funny."
Most likely, the y will not come to a standard salon. He will find a designer on the Internet or find out about a beautiful, unusual "designer boutique".
WHAT DESIGN GEN Y IS LOOKING FOR
Trends are important to them: vintage, environmental friendliness. Brands and status are not important to them, it should be interesting, unusual or popular.
HOW GENERATION Y CURTAINS ARE CHOOSE
First of all, the Internet and social networks. They go to malls 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 do not like imposition by sellers, they themselves like to make a choice.
SO: HOW TO SELL CURTAINS TO THOSE UNDER 30
Be an expert, not a salesperson.
Make the selection process fun. Provide interesting information, entertain.
Focus on trendy themes, interesting designs, designs.
Highlight natural and sustainable fabrics.
Use whatever surprises you. Not necessarily associated with curtains, such as an unusual vase, business cards, etc.
Use loyalty programs like "a big discount for your friends to order curtains from us."
Key phrase: "Curtains are not a boring rag on the window."
