Within every marketing strategy, having a crystal clear comprehension of your products and the type of audience they cater to is of utmost importance. A fundamental understanding of your audience allows you to plan, execute and achieve results with greater efficacy.
For example, if your products appeal better to people with higher income aged between 35-65, we should make sure that we cater our messaging, budget and targeting towards this demographic.
Perhaps it’s choosing KOLs (key opinion leaders) that your audience will resonate with or having a presence on relevant websites or placements. From content writing to social media creatives, and social media creatives to ad copies, knowing the likes and dislikes of your customers is the first step towards successful furniture marketing.
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 long term branding.
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 your brand to their friends and family.
Discounts and promotions can be effective at bringing in purchases. However, these customers may not drive recurring purchases if they ultimately feel that your products aren’t the right fit.
With today’s intense competition, it’s no longer profitable to market to just anyone, especially with the increasing digital cost per click (CPC). Implementing an effective strategy by understanding your target audience would truly differentiate your brand from the never-ending sea of alternatives.
Understanding your competitors’ marketing strategy is crucial to say the least. For instance, identifying the marketing platforms that our competitors consistently invest in allows us to monitor the marketing channels that they find effective.
Take SEM for example, we can observe which keywords are driving results simply by seeing how many ads appear on top of the SERP.
In today’s digital landscape, having a performing website is crucial to every business. It is also important to have a high functioning website that is both mobile and user friendly.
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 also means that potential customers will not be able to find you easily 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. Does your website resize automatically with a different device or screen?
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.
With eCommerce, driving purchases have never been easier. However, generating sales online can be tricky, especially if you don’t have sufficient branding.
Even if you’re a household name in the furniture industry, you’ll still have to convert your website visitors to become actual paying customers.
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 the option of online purchases, having a high-performing website is the first step in implementing a successful online furniture marketing strategy.
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.
Furniture Sales EventYes, 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.
Your blog content should differ from the other pages on your website. Here are some blog content ideas for furniture marketing blogs:
To add, you should captivate potential customers with both good content and high-quality images. Doing so allows you to maximise conversion rates such as driving sales or inquiries.
For furniture outlets aiming to maximize their foot traffic, appearing on the 1st position of Google Maps when potential customers search for ‘furniture store near me’ is, without a doubt, effective.
Ensure that your business appears on popular map related search results such as Google Maps, Apple Maps, Bing Places, Street Directory and Yahoo LocalWorks.
Don’t forget to add high-quality images and a good description to give your store a much-needed boost to lengthen your online reach.
A great channel to consider for your furniture marketing strategy, Google surfaces showcase your products on platforms owned by Google. This is the free version of Google Shopping Ads.
A great channel to consider for your furniture marketing strategy, Google surfaces showcase 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.
SEM allows you to appear on the first page of search results. This enables you to reach potential customers. As SEM is paid advertising, serving your ads can be done instantaneously as compared to SEO, which will take significantly longer to garner the same reach.
Consider the keywords that are effective for your campaign” 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, like a double-edged sword, become a burden on the ROAS (return on ad spend) of your overall marketing.
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 brand awareness only allows for competitors to build their brand mindshare with your consumers.