Richard Grafton is Yorkshire’s premier interior architecture and design house with a stunning Harrogate showroom, an interiors warehouse and an artisan workshop. The team of highly experienced spatial planners, installers and designers work on high value home renovation projects across the North of England.
Designing the brand’s online home
From the outset we took on the role of ‘guardians’ of the Richard Grafton Interiors brand, setting out a high quality content based strategy which would ensure that the premium customer experience was maintained online. We spent time with the team and ran an in-house interactive workshop to get their input, buy in and support.
We began by setting up the Richard Grafton Interiors blog which gave us a platform on which to publish high quality, engaging and topical content on a regular basis that would drive traffic back to the website. This included a combination of thought leadership pieces on the latest trends and spotlights on the expertise of different team members to bring the personalities within the business to life. We firmly established the brand’s presence on Twitter, Facebook, Pinterest and Instagram, taking a ‘quality over quantity’ approach to build relationships with like-minded premium brands and potential customers/clients. All platforms have received a steady increase in relevant followers, with Instagram increasing five-fold and the number of Twitter engagements by 470%!
When it came to the development of the brand’s new website, we created a brand communications guide that articulated the brand personality, tone of voice and narrative, forming the basis of content for the site. We then created all the content for the site with a focus on showcasing the team and their portfolio of amazing projects, which had previously not been captured. We commissioned high quality photography of a bank of their best projects and gained insight from the designers and clients on the customer journey so that we could tell the story of the full ‘turnkey’ offer. During the month in which the new website launched, the number of visits to the site doubled in comparison to the previous month and has seen a rolling increase in high quality traffic thereafter.
Showcasing the team’s expertise
We identified that the best way to reach wealthy homeowners was through those that influenced them on property decisions – high end estate agents. The #yorkshirepropertyoftheweek campaign was born. This idea gave us the opportunity to showcase the team’s expertise and get noticed by property agents by identifying a £million+ property on the market each week and providing commentary on its interior architecture and design. Initially launched as a pilot, the campaign ran for 30 months and brought over 7,000 entrances to the website from users who many not have visited the website otherwise. This regular flow of traffic to the website enabled the Richard Grafton brand to reach a new audience and gain endorsements from premium agents in the local area.
Customer conversion from credibility
The key outcome for the company so far has been significantly increased profile and partnership opportunities with key stakeholders and influencers including estate agents and premium interiors brands. They now have a bank of high quality content, strong relationships with influencers and a new online fan base, which can be used to more easily win high value projects via word of mouth recommendation and reputation.
“The team at Engage Comms really understand our niche audience and how to engage and convert them into quality, loyal customers by building credibility and trust. They use strategic content marketing to act as our 'brand guardians', creating a consistent tone of voice and style across all our platforms to position us as the best in the business.””
Richard Grafton, Managing Director
Richard Grafton Ltd
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