In today’s competitive market, every home, garden and lifestyle brand wants to be at the forefront of their customers’ minds when they’re ready to make a purchase.
But how can you achieve this coveted position?
Enter the Triple S Strategy, a powerful approach combining search, social, and store to keep your brand visible and memorable.
Understanding the Triple S Strategy
The Triple S Strategy is a comprehensive marketing approach that leverages three key channels for the home, garden and lifestyle brand
1. Search: Capturing customers when they’re actively looking for your products or services.
2. Social: Keeping your brand visible and engaging customers even when they’re not in buying mode.
3. Store: Providing a tangible, in-person experience that solidifies the customer’s connection with your brand.
Let’s dive deeper into each component:
Search: meeting customer intent
Search marketing targets customers who are actively looking for solutions. You want to be there when someone searches for a product or service you offer. This could be through:
– Search engine optimisation (SEO)
– Pay-per-click advertising (PPC)
– Local search optimisation
The key here is intent. These customers have raised their hands, indicating they’re interested in what you offer.
Social: staying visible and engaging
Social media serves two crucial functions in the Triple S Strategy:
1. Retargeting: Reminding customers who have shown an interest in your products or visited your website that you’re still here.
2. Prospecting: Reaching new potential customers who might not be actively searching but could benefit from your offerings.
Social media allows you to keep your brand top of mind through regular engagement, valuable content, and targeted advertising.
Store: providing a tangible experience
For many products, especially in the home and garden sector, the in-store experience is crucial. Customers often want to see, touch, and try products before making a purchase. Your store strategy might include:
– Creating inviting physical spaces
– Offering excellent customer service
– Hosting events or workshops
– Providing demos or try-before-you-buy options
Why the Triple S Strategy works
The triple S strategy is effective because it addresses different stages of the customer journey:
– Search captures high-intent customers ready to buy.
– Social keeps you visible during the consideration phase and can spark interest in those not actively searching.
– Store provides the tactile experience many customers need before committing to a purchase.
By maintaining a presence across all three channels, you create multiple touchpoints with your customers, increasing the likelihood that they’ll think of you when they’re ready to buy.
Implementing the Triple S Strategy
To implement this strategy effectively:
1. Ensure your search marketing is optimised to capture high-intent traffic.
2. Develop a robust social media presence with a mix of organic content and paid advertising.
3. If you have physical locations, make sure they provide an excellent customer experience that complements your digital efforts.
4. Integrate your messaging across all three channels for a cohesive brand experience.
5. Use data and analytics to understand how customers interact with your brand across search, social, and in-store touchpoints.
Conclusion
The Triple S Strategy; search, social, store – provides a powerful framework for keeping your brand top of mind with customers. By maintaining a strong presence across these three key areas, you can ensure that your brand is visible and memorable at every stage of the customer journey.
Whether you’re selling products worth £40 or £7,000, this strategy can help you stay connected with your target audience and drive more sales.
Remember, the goal is to be there when your customers are ready to buy, gently remind them of your presence when they’re not, and provide a compelling in-person experience that solidifies their connection to your brand.
With the Triple S Strategy, you’re well-equipped to achieve these goals and keep your brand at the forefront of your customers’ minds.
Which of these tools are you most excited to try? Let us know in the comments below!
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