After you read our last blog and used the free marketing budget template, you have hopefully created a marketing budget and know what resources and money you need to invest in marketing in 2023. So, now what? Your next step is to create a hardware retail marketing strategy that attracts, engages and delights your customers.

Do You Have A Marketing Strategy?

Do you ever feel like you’re kicking yourself for not spending more time on your marketing? You’re not alone. Every hardware store owner should have a solid marketing plan, but knowing where to start is not always easy. In this blog post, we’ll discuss a marketing strategy and why it’s so important for your business. We’ll also provide tips for putting together a plan that works for you. So read on and learn how to take your business to the next level!

Who Is Your Desired Customer?

Creating a buyer persona is one of the most critical steps in understanding your target market. By better understanding who your buyers are, you’ll be able to create content and messaging that resonates with them, increasing your chances of conversion.

We identified Ruth, the Retiree for a hardware store client. Ruth is a retired attorney living in St. Louis for over 30 years. Ruth has been taking on different projects to keep herself busy during retirement, including remodeling her master bathroom. Ruth, by modern standards, is less familiar with the latest “gizmos” and doesn’t value technology.

By creating fictional, generalized representations of your ideal customer, you can get inside the head of your target market and figure out what they want and need from your store.

Owenhouse Example - Hardware Retail Marketing

What Content Do You Already Have?

Now that you have identified your target customer, it is important to reflect on the content you have already created. Use the following checklist for auditing previously created content and analyzing how it performed.

Step 1: Audit the content you have already produced

  • Blog posts
  • Previous year’s emails
  • photography
  • social media posts

Step 2: Identify areas where you could improve the existing content

Based on the new customer personas, identify areas where you could improve your previous content to reflect your target audience and unique messaging.

Step 3: Identify any under-utilized channels

Are you consistent about posting on social media but not writing blogs? While social media can be a great tool for sharing content, a balanced approach will offer the most effective bang for your buck. An intentional content creation plan that utilizes a blog-first approach could not only assist in broadening distribution but also save time!

 

What Is The Most Effective Channel For Reaching Your Customer?

Marketing Graph

After you’ve audited previous campaigns and assigned importance to the top performers, you’ll be ready to make your marketing plan. For example, if your data has shown that your blog is converting more customers than any other channel, plan to run paid social media campaigns that highlight your blog next year. Paid social advertising sends more customers to the blog than any other advertising channel.

Your goal in analyzing your previous content is to discover what avenues are producing goal-driven results and which ones aren’t. In the next step, you’ll plan what content to create and how to deliver it to the masses.

We Have The Information, Now Let’s Make A Plan!

Now that we know which marketing avenues are producing the customers we want to reach, it’s time to plan our content creation for 2023. In the following sections, we will discuss each content strategy type.

  • Blog writing that converts readers into customers
  • Multi-channel video content that brings watchers to your store
  • How to convert website landing pages
  • Using social media to create a store culture and reach your desired audience
  • Email marketing and growing your newsletter subscribers
picture of owenhouse ace hardware blog on getting outdoor equipment ready for fall

Posting A Blog

A successful blog can help you attract new customers and grow your business. Here are three steps to take to ensure that your blog converts readers into customers:

  1. Create compelling content. Write posts that are interesting, informative and relevant to your target audience.
  2. Promote your blog. Get the word out about your blog by promoting it through organic social media, paid social ads and email marketing.
  3. Measure your results. Keep track of how many people visit your blog and how long they stay on the page. This will give you an idea of what’s working and what isn’t so you can adjust your strategy accordingly.
HomCo Video Content - Hardware Retail Marketing

Creating Video Content

First, make sure your video is marketing-focused. You’ll want to include a call to action and clarify how your products can benefit the viewer. Identify your customer’s problem and show how it will be solved by shopping at your hardware store.

Secondly, think about where you’ll distribute the video. You want to ensure your target audience sees it, so choose a platform that makes sense for them.

Finally, consider how you’ll promote the video. Social media is heavily focused on video content in 2023, so make sure your videos are tailored to each platform.

owenhouse ace hardware landing page for lawn and garden department

Creating Landing Pages That Convert

A landing page is a marketing term for a stand-alone web page created for the sole purpose of marketing or promoting a product or service. Landing pages are usually designed with a specific conversion goal, such as generating leads or making sales.

For hardware stores, landing pages can be used to promote special offers or discounts on tools and other merchandise. Customers can be directed to these pages through organic SEO, social media, Google ads or links on the store’s website.

Landing pages should be well-designed and user-friendly to encourage customers to shop, with clear calls to action and easy-to-use forms. Landing pages can even be a great tool for increasing niche product sales!

social media post by granby country ace hardware store with store associate helping a child with red vest

Organic Social Media

If used correctly, social media is a powerful marketing tool. The key is creating a content plan that connects with your desired audience. One way to do this is to create posts that focus on the values your store cares about. For example, if you donate to a local humane society, you should create content around that!

People want to support businesses that they share values and align with. Use geographic and product-based hashtags in your posts so potential customers can easily find you. Tag relevant brands in your posts and be authentic!

You will boost the performance of your campaign by staying true to what makes you unique.

email welcome newsletter by granby country ace hardware

Embrace The Email Newsletter

Email newsletters are a great way to keep your customers up-to-date on what’s new with your store. Not only do they provide valuable information, but they also help to build relationships and drive sales.

First, start by creating a list of potential subscribers. This can be done by offering a freebie in exchange for signing up or simply including a sign-up form on your website.

Next, it’s time to start creating content. Make sure to include content that is both valuable and relevant to your audience.

Finally, remember to include a call to action in each newsletter. This could be an invitation to visit your website, read a new blog or follow you on social media.

By following these steps, you can create an email newsletter that will showcase your store’s culture and help convert readers into customers for life.

We Have A Plan, Time To Create!

Congratulations on completing your hardware retail marketing strategy for 2023! You’ve created a marketing budget and know what resources and money to put into marketing in 2023. And now, you have your marketing strategy. Following the steps outlined in this blog post, you have everything you need to audit and execute your content strategy for the new year.

Thanks again for reading, and best of luck with your hardware retail business in 2023! If you have any questions or would like some help putting your plan into action, please don’t hesitate to contact us. We would be more than happy to assist you.

Rand Jenkins from Mountain Mojo Marketing Group

This blog was written by Rand, Mojo Co-Founder, Visionary, CEO, Director of Strategy and Hardware Expert.

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