Part B – Q3

• What is your intended goal and why?

The first post is to introduce Furnisure as a new brand/business and inform the target audience what we do, why we do it, and who we do it for. The intended goal is to appeal to Furnisure’s and get them to book consultations, whether they are for customization or restoration. Furnisure needs to further establish itself as a local brand, increase revenue, and establish long-term relationships with clients. Satisfied clients ensures positive feedback and reviews, particularly in the form of testimonials (in addition to WOM) that Furnisure can feature as content. This is earned content that is extremely helpful in SEO as it is organic and unique.

• Who are you writing for and why?

Furnisure is writing for furniture and interior design enthusiasts both inside and outside of the target demographic. Mainly, Furnisure is writing for the enthusiastic users who have big ideas without the means or confidence to execute them. Whether they know exactly what they want or just have a general vision, Furnisure is writing to get these users to move from the awareness stage of the sales funnel to the interest stage by offering not only unique, tailored services, but the promise of extensive information to help them make decisions for the process.

While the target audience is women ages 35-44 with an annual income of $149,000+, Furnisure’s content is created to attract anyone with furniture inquiries with regard to customization, restoration, and interior design. All users who are passionate about this topic can become leads with the potential to be pushed into becoming Furnisure clients. For example, a user belonging to a younger demographic may search for mid-century modern furniture in Windsor and browse the Furnisure website, eventually downloading a style guide by providing the business with their email. This allows the brand to target them via email and remain in the mind of the consumer for easier recall.

• What type of “experience” will you be creating for the visitors? Please explain and justify your reasoning.

Furnisure’s site will create an enthusiastic and informative experience for visitors as the brand’s passionate voice exists to instill a sense of both trust and excitement within consumers by showing pride for the work they do. The site will also create an experience that makes visitors feel like they can easily find solutions with the help of Furnisure’s expertise. The brand’s site will be easy to navigate by separating users by their needs so they can swiftly be directed to the information they are looking for and actually find solutions to their inquiries. For example, users will be redirected through the site based on whether they need custom services, restoration services, or they wish to become more informed on what wood grain would best suit their interior. Visitors will also experience a sense of authenticity from the local business’ website as they are able to view client testimonials and project outcomes right on Furnisure’s site gallery. This way, they will be more likely to view Furnisure as a brand that is client focused and has their customers’ best interest at heart, which often be difficult to find.