Furniture Marketing Guide 2020

Furniture Marketing Guide

The furniture industry is undoubtedly competitive, so it is always wise to invest. No, not your money. Not yet, at least.

Not till you spend a little more time into understanding and implementing an effective furniture marketing strategy. At the end of the day, marketing invested wisely first comes from a sound strategy.

In a small country such as Singapore, we have tons of shops selling furniture. Furniture of all sorts parade stores and flood the internet with a never-ending objective. To generate sales, that is.

How do we successfully market a furniture business in this ever-competitive landscape?

Whether you are 100% retail or eCommerce based, the strategies below could determine the death or success of your furniture marketing campaign.

Your marketing objective

The very first step in furniture marketing would be to identify your objective. Failure to execute this step successfully could lead to a disastrous outcome.

Are customers able to purchase directly off your website? Or do interested buyers have to travel all the way to your outlet before they can make a purchase?

Identifying your objective is the crux to every marketing campaign as you can better plan your digital strategy. There’s no sin in being 100% retail. Neither is there any glory in an eCommerce website that drives a negative return on investment (ROI).

Being retail just means that your digital marketing objective is posied towards driving store traffic instead of online sales.

Naturally, having the option to purchase online is a game-changer. This game-changer provides a highly demanded commodity unseen by the naked eye, convenience. Doing so only increases the chances of a sale, and of course, the chances of you being one step closer to that monthly sales target.

Who knows? Perhaps you’ll get a huge bonus at the end of the year too, having surpassed your annual sales record. But furniture marketing isn’t about luck. It’s about precision, calibration and successful repetition.

Assessing your online presence

Awareness is the first step to improvement. This time tested rule applies to furniture marketing as well.

Consider these questions:

  • Is your website appearing on Google maps?
  • Is your website mobile and user friendly?
  • Are you appearing on the first page of search engines both organically and paid ads when people are searching for your products?
  • Do you have a strong presence on popular social media platforms such as Facebook and Instagram?
  • Are you engaging your customers on social media?
  • Are you featured on relevant websites?

Alas, if you answer ‘no’ to any of these questions, it can only mean one thing. There is more you can do with your strategy. This applies even if your furniture is exquisite, extravagant and tailored only for the crazy rich.

Whichever your niche, having a strong online presence is extremely important. A game-changing online marketing campaign with accurate tracking can be executed within days.

As with all other industries, reaching out to potential customers for brand and product awareness is the first step to grow your furniture business.

While perception is that customers do not purchase furniture online. Online purchases of small furniture are not as rare as we think.

Knowing your products, audience, and demographics

In every marketing strategy, knowing your products and what kind of audience they cater to is of utmost importance. A fundamental understanding of your audience allows you to plan, execute and achieve results effectively.

For example, if your products appeal better to people with higher income aged between 35-65, we should make sure that we focus our resources on this group.

From content writing to social media creatives, and social media creatives to ad copies, knowing the likes and dislikes of your customers is half the battle won.

Just like how the allied forces defeated the Nazis during the 2nd world war, victory came only after a good understanding of the enemy.

Similarly, a good furniture marketing strategy does not target a broad-based audience aged 18-65 at all income ranges unless the goal is to waste money.

While you might welcome walk-ins and new customers, you’ll want to take that one step further. After all, branding success comes from building a solid base of returning clients who become advocates that refer their friends and family.

Offers and vouchers can be effective at getting people, but those people may or may not become loyal clients if they feel that your products aren’t the right fit. 

With today’s intense competition, it’s no longer profitable to market to just everyone, especially with the increasing digital cost per click (CPC). Hence, implementing an effective strategy by understanding your target audience truly differentiates your brand from the sea of competitors.

Knowing your competitors

Understanding your competitors’ marketing strategy is another useful piece of information to have. For instance, knowing the marketing platforms that our competitors consistently invest in allows us to monitor their focus and direction.

This helps us to optimize our marketing strategy to drive more results without increasing your marketing budget.

But with that said, the main question is how and where do we start?

Improving your online presence

Your website

In a digital landscape, having a performing website is crucial to every business. It is also important it is to have a high functioning website that is both mobile and user friendly.

A well-designed website:

  • Communicates the legitimacy of your store
  • Showcases your products and testimonials
  • Improves your store’s online visibility 

The 20th-century furniture store takes it one step further:

  • It allows for online purchases

Having a mobile-friendly furniture website

With the increased usage of smartphones as opposed to computers, Google has begun to index websites via mobile-first indexing.

This means that your chances of ranking on the 1st page of Google will not be high if your website isn’t mobile-friendly. This means that potential customers won’t be able to find you since you’re not on the 1st page of Google.

Take a look at your mobile loading speed, page alignment, images, and even the checkout page on your website.

Why is it important to be mobile-friendly?

People spend more time on mobile devices to browse the internet. In fact, 80% of Singaporeans check their smartphones before waking up and going to bed.

The shift in consumer behaviour is clear. More and more consumers are browsing via their mobile devices. This means that without a mobile-friendly website, you’ll be delivering a lower quality user experience.

Ensuring that your website is mobile-friendly is absolutely worth the investment. After all, you’re here to sell that sleek, classy and elegant 3 seater vintage sofa set.

Optimizing an eCommerce furniture website

With eCommerce, the bar is raised further. Generating sales online can be tricky, especially if your brand is new.

Even if you’ve made a name for yourself in the furniture industry, you’ll still have to convert your website visitors into actual customers.

Factors that contribute to online purchases include:

  • User experience
  • Strong branding
  • Good reviews
  • Price
  • Utilizing call to action
  • Fast loading speed
  • A smooth purchase funnel

A website that’s easy to navigate encourages purchase decisions and lower bounce rates. The more navigable your website, the higher the possibility of a purchase or an inquiry.

Whether your furniture business offers eCommerce or not, having a high-performing website is the first step in implementing a successful furniture marketing strategy online.

Search engine optimization

To appear organically on search engines, you will have to perform search engine optimization or SEO on your website. Even appearing on search engines is simply not enough if you’re not on the 1st page of Google.

SEO a tedious process that involves optimizing your:

  • Pages
  • Title tags
  • Meta descriptions
  • URLs
  • Focus keywords
  • Keyword density
  • Images
  • Image alt text
  • Headers
  • Sub-headers
  • Content readability
  • Content length
  • Website speed
  • Website mobile-friendliness
  • Backlink profile

And the list goes on.

Exhausting but well worth the effort, once your website reaches the first page that is.

Simply put, an SEO optimized website has great SEO copywriting, utilizes On-Page SEO best practices and maintains a high-quality backlink profile.

Blogging

If done right, blogging is a great channel to leverage your furniture marketing strategy.

Publishing high-quality blog content consistently allows you to:

  1. Improve your online visibility
  2. Increase website relevancy
  3. Reach potential customers
  4. Increase search engine rankings

However, you’ll need to ensure that your content is not simply copied from another website.

Yes, originality matters and search engines hate plagiarized content. Your customers would not appreciate content that is unoriginal as well. At the end of the day, the goal is simple. You’ll want to convert a website visitor into a satisfied customer.

Blog content ideas

Your blog content should differ from the other pages on your website. Here are some blog content ideas for furniture marketing blogs:

  • Home styling tips
  • Latest furniture trends
  • Showcasing the quality of your furniture
  • Teaching customers how to mix and match pieces
  • Furniture maintenance

Most importantly, you should captivate potential customers with both good content and high-quality images.

Map Listings

For furniture outlets dying to maximize their foot traffic, what’s more effective than appearing on the 1st position of Google Maps when potential customers search for ‘furniture store near me’?

Having your furniture outlet appear on map listings allows you to maximize your brand awareness, visibility and reach.

Ensure that your business appears on popular map listings such as Google Maps, Apple Maps, Bing Places, Street Directory. and Yahoo LocalWorks.

Add high-quality images and a good description. Doing so gives your store a much-needed boost to reach potential customers.

Surfaces across Google 

A great channel to consider for your furniture marketing strategy, Google surfaces showcases your products on platforms owned by Google. This is the free version of Google Shopping Ads.

You can list your products via surfaces across Google to appear on platforms such as Google Search and Google Images. To set up Surfaces across Google, you’ll first need to create a Google Merchant Center account.

Surfaces across Google requires an eCommerce website with the option of delivery as well as compliance with its policies.

Google Ads for furniture marketing

Google Search

Search engine marketing or SEM is a great platform that you can use to market your furniture business.

SEM allows you to appear on the first page of search results. This enables you to reach potential customers. As SEM is a paid advertisement, serving your ads can be done instantaneously as compared to SEO, which may take way longer to achieve its KPIs.

For instance, customers might use keywords such as ‘price’, ‘buy‘ or ‘Singapore’ alongside the product that they are looking for.

Combine these words and you’ll have keywords such as ‘Buy Side table‘ or ‘Side Table Singapore‘ which triggers your ads when someone performs a search.

SEM allows you to serve ads to interested customers who are your ‘low hanging fruits’. A truly effective way to market your product.

However, without proper optimization, SEM can get pretty expensive and become a burden to your overall marketing campaign.

Display ads

The Google Display Network (GDN) is another platform that you may consider. Google Display Ads is one of the ways that you can create brand awareness for potential clients to know your business. 

You may combine promotions or discounts to entice potential patrons to visit your store. The low cost per click on the GDN allows you to reach large audiences with a minimal budget.

As the saying goes “out of sight, out of mind”. A lack of brands awareness only allows for competitors to build their brand mindshare with your consumers.

Remarketing

Remarketing allows you to display your ads to people who have visited your store but did not purchase or submit an inquiry form. Or in the case of eCommerce, remarket to potential customers who have items still in their cart.

To run remarketing ads on Google, one way is to install a ‘Remarketing tag’ on your website. Bear in mind that you can’t run a remarketing campaign right away. The way they work is by collecting website cookies before you can start to run them.

If you are new to remarketing, one method to start with would be to target people based on the web pages they have visited. It is important to note that you have to be clear about your goals before running a remarketing campaign.

Similar Audiences

What are Similar Audiences? Similar Audiences allows you to target people that behaved similarly with your website purchases. These are people who have not seen your ads and people who might be interested in your products.

Similar Audiences allows you to target people that behaved similarly with your website purchases. These are people who have not seen your ads and people who might be interested in your products.

Google Shopping 

Google Shopping allows you to promote your products directly on Google while advertising with visually-arresting creatives rather than just relying on text ads.

It is great to have a search ad but for customers who are looking to make a purchase, Google Shopping Ads might just be the answer.

Here are some components you should consider incorporating into your Google Shopping ad:

  • High-quality product images
  • Customization options e.g. available colours, sizes
  • A well-written product description
  • A detailed headline

Doing so allows you to maximize relevancy, traffic quality and results, all without increasing your budget.

Here is an example of a shopping ad catalog when we searched for ‘side table’ via Google Search:

Customers will be able to compare products, images, reviews, brands, prices and more. A more attractive strategy, than boring text-based search ads!

As the user scrolls, the Google Shopping feed will continuously pull up more products in the same category, providing a nearly endless catalogue relevant to the search query.

Gmail Sponsored Promotion

They are paid advertisements in the Google Display Network that allows advertisers to serve ads in their prospects’ Gmail inboxes. You’ve likely noticed these above all your organic emails if you are a Gmail user. Here’s an example of a Gmail Ad subject line:

Upon clicking on Gmail Ads, a full-screen banner welcomes recipients with a beautiful banner. You can combine this with a promotion, target specific audiences and even reach specific demographics!

These ads are targeted towards your intended users based on 4 segmented options:

  1. Affinity and custom affinity are known as the interests and habits of users.
  2. In market & custom intent which aims at reaching audiences who are actively researching or planning on something.
  3. Remarketing known to reach audiences who interacted digitally with your business before.

Social Media Platforms for Furniture Marketing

Social media is a great way to market your furniture brand. It helps you to reach, engage and convert potential customers interested in your products.

Facebook

A good platform to establish your brand presence, almost every customer would expect you to have a Facebook presence. Of all the social media platforms, Facebook is the must-have for a furniture business.

As with all other social media platforms, Facebook allows you to post your updates such as your latest furniture collection. The best part? This is all free.

Of course, Facebook offers the option to run paid ads as well. With Facebook Ads, you can campaigns to drive online sales for eCommerce businesses or generate awareness to increase foot traffic for retailers.

Here are some Facebook ad formats that every furniture businesses should be aware of:

  1. Product Catalog Ads
  2. Videos
  3. Carousel
  4. Instant Experience or Canvas Ads

Whatever your marketing objective, Facebook can most likely handle it.

Facebook Ads have time and again delivered both in cost per sales transaction and cost per lead. Although we’ll never recommend running Facebook Ads with the engagement objective. 🙂

Instagram

A visual-centric platform, Instagram is the go-to app for those beautiful eye-catching visuals. This is definitely not the platform that furniture marketers should miss out on. As one of the most popular social media platforms in the world, Instagram has many features to offer.

Leverage on the Instagram feed, update followers with Instagram stories, post videos on IGTV, view insights and tag your products for free.

Yes, you heard us right, Instagram allows you to tag products to your post!

As with Facebook, Instagram offers paid ads as well. Instagram Ads have proven to be effective not only for engaging audiences but for generating online sales as well. 

Some Instagram post ideas include:

  • Promotions
  • Introducing your latest furniture collections
  • Running online contests or giveaways
  • Re-posting (posting user-generated content)
  • Testimonials

Pinterest

Another great social media platform would be Pinterest. A visual platform, Pinterest allows you to showcase your furniture to potential customers!

This appeals to customers who are currently exploring furniture designs of their liking. An advantage of Pinterest would be that users can click through each pin to browse your website directly!

To conclude

Assess your current marketing strategy and identify areas of potential growth. The above strategies and platforms are recommended based on years of experience in furniture marketing.

Digital Agency Singapore - Rogue Digital - roguedigital.sg

Need help with furniture marketing?

Reach out to us for a non-obligatory digital analysis today! Our digital strategists are highly experienced with furniture marketing and have at least half a decade of experience in digital advertising.

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