When it comes to online marketing, it’s very easy to visualize pieces or clothing, fashion accessories and cosmetics. You only need to go to Instagram, Pinterest or any other social media platform where pictures play a big role. In fact, if you were just looking through your Facebook timeline, you probably have come across all sorts of marketing messages and these are not ads we’re talking about.
You look at the pictures being shared by your friends and your curiosity is triggered. With a few clicks or searches, you find products online. This is not the case with appliances typically. It’s easy to see why. When people are buying heaters, air conditioners, refrigerators and other big high-dollar items, usually, people are on the market after a few years. They’re not constantly looking for new pieces of clothing. They’re not looking for consumables like cosmetics or personal care products like shampoo.
Not surprisingly, there’s less marketing materials targeting these types of products. For example, if you are looking for heaters, there are very few ads from Primeheaters on Facebook, Twitter, Instagram and Pinterest. Does this necessarily mean that they are off limits as far as your marketing return-on-effort analysis is concerned? Well, not quite.
You see, there is quite a bit of money to be made marketing heaters from Primeheaters, refrigerators, even large-scale furniture. Sure, these products don’t really move all that much but the profit margin on a per-sale basis tends to offset the slow marketing movement and flow of these types of products. They can be effectively marketed through content marketing. That’s right.
When people are looking for the very best of heaters or any other kind of high-dollar item, they probably would look for some sort of review. They probably would look for some sort of comparison sheet that enables them to size up the pros and cons, advantages and disadvantages of different models as well as brands.
By focusing on key decision points like the benefits behind each and every feature, even large items or durable items can be marketed effectively online. It really all depends on how they are positioned. Most people search the Web based on key questions related to the needs they have. People often search on the Web using questions that impact their particular problems. Accordingly, marketers using content should use these questions and lead them to discussions related to the wide range of benefits appliances can bring to the table.
People are not likely to buy the first time they hear of a solution. Often, they need to develop a liking for the solution and the brand behind it. This requires multiple contacts with a brand. Now, this doesn’t mean a prospective buyer needs to keep seeing your ad. The beauty of content marketing for home appliances like heaters is that there’s a good chance the client would want to sign up for a mailing list as you keep talking about a solution to a particular issue. The more emails the prospect gets, the more likely he or she would buy.
Keep this in mind. These nonsexy, boring, run-of-the-mill types of heating appliances can be marketed. The only limitation really is your imagination.