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Grey Matter Direct provides marketing strategy and digital marketing services to companies that sell a range of consumer products including outdoor furniture and accessories.
Clients like Dubuque, Iowa-based Backyard Expressions is a company we helped considerably, not only with the online marketing of its range of outdoor coolers, pergolas, hammock chairs, furniture but with its bird baths, garden hose carts and other garden accessories.
For most of its history, Backyard Expressions sold its products through Menard’s and other specialty retailers, primarily in the Midwest.
Grey Matter Direct was hired by them to expand their reach with online consumers and also to get their products listed with more big box retailers and specialty online drop-ship sites.
SEO is a critical first step in helping a brand to accelerate its sales. First, we study the highest impact phrases that will drive visitor traffic to a site. Phrases like “hammock chair” and “swinging hammock chair” are superior to general phrases like “furniture”. That is because they relate to specific products and are commercial in nature.
After our search engine optimization research phase, we were able to update the site with high value keywords that drive visits and sales.
To enhance the stickiness of the site we came up with a series of website homepage sliders that feature key products. These creative units were easily adaptable and became Google display ads.
Email marketing is incredibly important in the marketing of furniture and household accessories and basically any other consumer goods.
For Backyard Expressions, we went straight to consumers to sell product on their e-commerce site. We also sent emails to prospective retail partners and e-tailers to set up meetings at industry trade shows.
In short, emails allowed us to sell a lot of product to consumers and also to create sales relationships with trade partners.
To make consumers aware of a brand or product line, we reach out to YouTubers and other social media influencers to see if they will unbox or incorporate our client’s products into their videos.
Many YouTubers require payment for a brand partnership. Sometimes this is warranted because the influencer is guaranteed to deliver huge numbers of views. For some of our clients, we like to identify free YouTubers. By stringing together many videos by mid-to-small channels, we are able to deliver the same view count that a $45,000 paid video on a top channel.
Our social media strategy isn’t limited to YouTube. Grey Matter Direct works with influencers from across all of the major platforms including Facebook, Instagram, TikTok, Rumble and more.
Houzz is one of the specialty sites that we spend a lot of time optimizing for our furniture and kitchen clients.
Houzz is one of the most important sites where consumers investigate the products that they can use in their home. Lots of our client’s sales start with Houzz.
Grey Matter Direct also specializes in helping clients market through etailer partner sites and drop ship. We can get your products set up on sites, optimize and market through those sites and make sure that customer fulfillment and warehouse operations proceed smoothly.
If we can help you market your consumer goods and products, contact us today.
