Let’s face it. Few people wake up in the morning thinking about buying impact-resistant windows. What they do worry about is protecting their home and family from damaging hurricane windows. Installing impact windows is the means to a customer’s end goal of staying safe.
When you are creating content, make sure you put the customer first. Talk about solutions in terms of their problems in a way they can relate to. That’s number one on our list of six ways to make your impact windows content more engaging and effective.
Being customer-centric means providing value. When establishing yourself as a trusted authority, you NEED to provide information to help the intended audience. If your impact windows content just comes off as an advertisement for your products, it will only engage a small number of readers.
(Look at the questions people are searching for about impact windows. Do you have content that answers these questions on your website?)
Answer the questions your customers have about your products. Here are a few examples of the types of questions people may search online for answers:
You get the idea. It’s not about the products you’re selling. It’s about the customer’s problems you can solve.
If your impact windows content is boring, it can undermine all of your marketing efforts. The best way to reach people is through storytelling.
Storytelling lets you make a deeper connection with your customers. Putting real people at the heart of your content helps customers see themselves in a situation and understand how your solution can solve their problems.
(Check out this video where a customer shares how impact windows protected her during a hurricane. This one video generates MULTIPLE leads every month!)
An emotional story could center around a customer who avoided property damage from a recent hurricane. The average person will take comfort knowing their loved ones could be safer by installing impact windows and doors. Numbers and spec matter - but not as much as the “why” factor. In marketing, there’s an old saying. Facts tell. Stories sell.
Every piece of impact windows content you create needs to have a focus. Before you type the first sentence, define the purpose of your content.
Different types of content will have different purposes. What’s important is that you are creating content with the goal in mind.
Notice how Andersen Windows ends each blog post with a clear "next step" to deepen the customer journey with the reader. You need to do the same!
The buyer’s journey from awareness to purchase typically takes at least three steps.
Sales don't occur automatically! People go through a process before buying, and pieces of content can help convert them more reliably. Photo from Launchpadmy.
The most influential impact windows content should address customer’s concerns at each stage.
During this stage, consumers are becoming aware of a problem or pain point. They are beginning to research the problem and the possible solutions.
Example content: How to protect my home from hurricane damage
In the consideration phase, the consumer has done some research. They have named the problem, and they are now researching solutions.
Example content: How impact windows and doors save lives
In the decision phase, the consumer has decided to make a purchase. They’re ready to buy, so now you’ve got to influence their decision.
Example content: 5 things you need to know before buying impact windows and doors
When they get to the decision phase, it’s also a great time to hit them with offers.
Before you can get people to read your impact windows content, you’ve got to get them to click. The headline or title you use for your content will play a significant role in whether that happens.
The best headlines serve two distinct purposes:
Make sure you incorporate SEO keywords into your title to help people searching online find it. The more directly you can match the title with what people are searching for, the more likely it will appear in search results.
Crafting headlines isn't magic. It takes planning and tweaking. To make the process easier, we recommend using Headline Studio. The help features are amazing!
Other strategies you should employ include:
Remember the purpose of your piece and the buyer’s journey? Every piece of impact windows content you create needs to nudge consumers to the next phase in their journey.
You may not be asking them to buy impact windows and doors early in the process, but you should be asking them to convert in other ways. Early in the buyer’s journey, the “ask” may be subtle, such as getting them to download an eBook in exchange for providing you with an email or signing up for your newsletter.
See what we did? We want you to download our FREE follow-up email templates and deepen our relationship with you! So go ahead and click...
In the consideration phase, you might want them to click on testimonials or product sheets. When they hit the decision phase, you want them to pick up the phone and call or fill out a form to get a quote.
Never miss an opportunity to drive customers through the buyer’s journey!
Rizen uses innovative strategies and proven tactics to help you grow your impact windows and doors business. We combine experience, research, and bold thinking to help companies grow.
Get in touch with us today to learn more about engaging more potential customers with impact windows content. We have a program just for impact window companies like yours!