Building Trust and Credibility in the Office Furniture Industry

The challenge

Local trust

The primary challenge for Oficinas JM was entering and competing in a market already dominated by long-established companies with strong reputations in the city of Cali. As a new player in 2016, they needed to build trust and credibility among B2B clients who typically preferred established brands for their office furniture needs.

A solution

To address this challenge, we developed a comprehensive content strategy focused on generating trust and credibility for Oficinas JM. By crafting clear and compelling messages, we aimed to establish the brand as a reliable and professional choice for B2B clients. This involved producing high-quality content that highlighted the company’s expertise, showcased their products, and demonstrated their commitment to customer satisfaction. Through consistent and strategic communication, we successfully positioned Oficinas JM as a trusted and competitive player in the office furniture market.

Buyer persona

Business Administrators and Office Managers: Typically aged 30-50, they are responsible for purchasing office furniture and equipment. These individuals work in medium to large-sized companies in various industries such as finance, tech, and professional services. They prioritize quality, durability, and ergonomic design in office furniture to ensure employee comfort and productivity. With a moderate to high budget, they seek reliable suppliers who can provide comprehensive solutions, including installation and post-purchase support. They value clear communication, trustworthiness, and professionalism in their suppliers, and prefer to work with companies that have a solid reputation and proven track record.

Understanding the needs and preferences of our B2B audience was paramount. We identified office managers, purchasing managers, and business owners as our primary target personas. These decision-makers sought durable, aesthetically pleasing furniture options within their budget constraints, and they valued suppliers they could trust.

Through continuous monitoring, analysis, and optimization, we ensured that our content strategy remained effective and relevant. By engaging with our audience through social media interactions, webinars, workshops, and email campaigns, we fostered a sense of community and nurtured long-term relationships with our customers. As a result, Oficinas JM became synonymous with expertise, quality, and reliability in the office furniture market, driving engagement, building brand loyalty, and ultimately driving business growth.

• Research and Understanding: We began by conducting in-depth research to understand our target audience’s pain points, preferences, and language. This involved analyzing customer feedback, studying competitor content, and identifying industry trends.

• Strategy Development: Based on our research insights, we developed a content strategy that aligned with our brand voice, objectives, and target audience. We outlined key messaging themes, tone of voice guidelines, and content formats to guide our copywriting efforts.

• Ideation and Brainstorming: With the strategy in place, we engaged in collaborative brainstorming sessions to generate ideas for compelling copy. We explored various angles, themes, and storylines that resonated with our audience and supported our brand messaging.

• Writing and Editing: Once we finalized our ideas, we began the writing process. Our copywriters crafted clear, concise, and persuasive copy that communicated the value propositions of our products and services. We focused on creating attention-grabbing headlines, engaging body copy, and compelling calls to action. After writing, thorough editing and proofreading ensured accuracy, clarity, and consistency in our messaging.

• Testing and Optimization: We continuously tested different copy variations to identify what resonated best with our audience. A/B testing headlines, body copy, and calls to action helped us refine our messaging for maximum impact and conversion rates.

• Performance Monitoring: Finally, we closely monitored the performance of our copywriting efforts using analytics tools. We tracked metrics such as click-through rates, conversion rates, and engagement levels to evaluate the effectiveness of our copy and make data-driven decisions for future iterations.

«Transforma tu espacio de trabajo con estilo y funcionalidad. Descubre nuestra nueva colección de mobiliario de oficina hoy mismo.»

«Potencia la productividad de tu equipo con nuestros innovadores diseños ergonómicos. ¡Haz que cada día en la oficina cuente!»

«Diseña tu espacio de trabajo ideal con muebles que reflejen la identidad de tu empresa. Encuentra inspiración en nuestra amplia selección.»

«Optimiza tu espacio y maximiza el confort con nuestra gama de soluciones de almacenamiento inteligente. Descubre cómo hacer más con menos.»