Content is the platform by which manufacturers can tell their stories, answer consumer questions, and demonstrate their products to potential buyers. It presents multiple opportunities across media for companies to interact with consumers (and potential customers) and can provide a space for customers to interact with each other in the social space. This collaboration in turn expands a company’s online presence, polishes its reputation, and boosts sales. All the better when content is part of an integrated marketing mix, as with home appliance manufacturer Whirlpool.
Home appliance manufacturers have ample opportunities and formats to engage target consumers through content. For example, rather than just talk about machine features, Whirlpool has used storytelling to convey the benefits of its products. This content (through TV spots, website content and print advertising) draws in consumers with stories that relate to their concerns.
Print ads and television commercials can drive users to social media and websites, where niche marketing messages can live. Online videos that tell relatable stories easily demonstrate product uses and features (and are easy to share with other users). In the case of home appliances, these can be about dishwashers, washers and dryers, ovens and cooking ranges. This video content can be written to address specific niche markets (home chefs who want to know how the cooktop will help them look like Food Network stars, teenagers concerned about how their jeans will wash). Microsites on the brand’s parent website can continue the conversation with more videos, FAQs, and case studies.
Touting product benefits without overtly promoting product is a vital part of a successful content marketing effort. This makes social media an excellent place to talk directly to consumers via targeted informational posts that create an open online community. For example, consumers can tweet questions about how to use a product or post something to a company’s Facebook page, giving the brand an opportunity to “talk” to potential customers and become a trusted resource for them.
Engaging case studies/product usage stories can make for great social media fodder, along with links to the product website and its additional content. In Whirlpool’s case, its Institute of Fabric Science enables consumers to ask for help with issues related to the company’s appliances but not necessarily about the actual products. Questions about how to wash or dry something—unrelated to Whirlpool’s products—are answered by corporate representatives and this content in turn positions the company as a trusted brand.
If you market home appliance brands, think about how content can be used to engage your target audience. Videos for product demos, FAQ sheets, online forums for product discussions, social sharing of appliance “wins” from happy consumers are all ways that content puts a positive spin on customer engagement.
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