When growing a furniture company, building a furniture marketing strategy is an important element that should not be overlooked.
Like with any other industry, a furniture marketing strategy needs to be unique and properly positioned to reach your furniture target market and have your audience build and grow a relationship with your brand.
In this guide, we will review some elements that have proven to be extremely effective for growing a furniture business with digital marketing. These tactics have been used by many furniture marketing companies such as ourselves.
We will be going over a LOT of info, so we’ve included a table of contents in case you would like to navigate straight to your desired location.
Whether the furniture store is e-commerce or brick-and-mortar, Google Ads is a tool that can help immensely. Google is a tool used by the majority of the population in the US when looking for products or services. Google Search, Google Display, and Google Shopping campaigns are all solid choices for furniture digital marketing. Here is a detailed look at the three campaign types that should be on your radar:
Google search ads exist on search engine results and help connect companies with potential customers when they are searching for related products or services. Search ads are fantastic for stores with physical showrooms. In addition, the cost-per-click for furniture-related keywords is on the lower side. A well-built furniture search campaign will deliver clicks at an average of $1.50 per click.
Be sure to use ad extensions to provide location, sitelinks, and phone number within the ad itself.
When you’re scrolling the internet and see a banner advertisement with a blue triangle in the corner, this is a display ad. Advertisers enjoy the low cost-per-click from these ads. However, a poorly built display campaign can turn into a money pit.
In the furniture realm, display ads can become effective when setting up a remarketing campaign.
A remarketing campaign refers to a campaign that is targeting an audience set that has already visited your website. For showroom events, a remarketing ad can be a great way to get the buzz going.
We recommend using a graphic designer to build these ads. However, if hiring a designer isn’t an option, responsive display ads can be created by importing multiple images and writing headlines.
Shopping furniture marketing campaigns are one of the newest campaign types available. Much like Display, the cost for each click on a Shopping campaign is on the lower end. These ad types are perfect for stores that have an e-commerce presence. Beware, the initial setup can get a bit technical since a feed needs to get set up through Google Merchant in order to send product information from the website to the Google Ads account.
Whether it’s Facebook, Instagram, or even TikTok, social media platforms are great channels to advertise furniture. Much like Google Ads, we recommend getting properly equipped with the tools needed to build successful campaigns. The information in this section should help.
Facebook Ads are used by all major furniture retailers and many small furniture businesses. These ads are effective for furniture stores due to the visual component of the advertisements. You are able to introduce your audience to your brand by showcasing specific furniture pieces at your showroom or on your website that are currently available. In this section, we will dig into some important aspects of a social media ad campaign for your furniture marketing strategy.
One of the main characteristics of the Facebook Ads platform is the audience capabilities. For instance, ads can be directed to: individuals in Los Angeles, ages 40-50, with an interest in modern furniture. How perfect is that? In addition, companies can create custom audiences by uploading customer lists from a spreadsheet. Facebook then matches the data with Facebook users and serves the ads to those individuals.
Maybe you only want to show ads on Instagram, but not Facebook. The placements settings will allow you to select which placements the ads will and won’t appear on. Some of the common placements people use are Facebook feed, Facebook story, Instagram feed, and Instagram story. We encourage our clients to measure performance on each placement and turn off areas that don’t perform well.
Facebook Marketplace is a tool to strongly consider when developing a furniture marketing strategy. For e-commerce companies, the marketplace offers a payment system which creates an ability to sell and ship furniture seamlessly.
For local furniture stores, marketing on Facebook Marketplace will allow you to showcase your products in front of locals who are looking for specific furniture pieces. In terms of cost, advertising on Facebook Marketplace is free with an option to advertise to increase visibility. Having said that, we have seen great results from furniture listings on the Marketplace that did not have an advertising budget attached.
Over the last couple of years, TikTok has become one of the fastest-growing social media platforms. Individuals and companies are going viral every day by producing well-received content right from a cell phone. Although TikTok has an ads platform, a furniture brand can easily publish content organically and generate a large audience reach. Look at Luonto Furniture. This company began posting in February 2021 and has already generated over 4 million likes and 100k followers within three months.
Some strategies we review can have instant results. For example, a Google Search ad may drive a customer to visit your site and purchase a $2,500 sectional during their session. Other strategies take time to develop, but end up being powerful once the machine is built. One of these main long-term strategies every furniture store should implement is through email.
There are tons of solid email platforms out there. The first step with developing an email strategy will be to select which platform to go with. Some popular platforms are Mailchimp and Constant Contact. With these accounts, you will be able to create an email list of your customers and send newsletters promoting your furniture store.
One of the best ways to organically grow your email list over time is to create a pop-up form on your website offering incentives to your users to subscribe. Some furniture stores offer a sweepstakes opportunity. For instance, the pop-up may read “Subscribe to our email list for a chance to win a $5000 store credit.”
Google my Business is a free tool offered by Google to help local businesses be found on Google search and Maps. For local furniture marketing strategies, building an optimized GMB [Google my Business] listing is essential. If you already have a listing and want to see if it’s optimized, try our free GMB Optimization tool.
The number of reviews a business has is used as a factor when Google determines where to rank each listing. Because of this, it’s important for your furniture marketing strategy to include reputation management. On the backend of Google Business, there is a link to share your review form with customers. This is a tool that can help generate more reviews and, in turn, increase rankings.
Furniture stores offer high-ticket items, making reviews even more important. Potential customers often like to conduct due diligence to help determine where to shop.
Aside from reviews, there are a number of other factors that go into your rankings. Some of these include:
A well designed website is one of the most important digital assets your furniture store needs. This is the digital storefront that allows users to learn more about your brand, your history, and your products. A good furniture website will offer the user a visual representation of the pieces you carry with a clear directive on how to purchase.
Google Tag Manager is a tool that is used to organize tracking codes. When launching a complex digital marketing campaign, there can be several different tracking codes to add to the site in order to collect data and measure conversions. If there are too many tracking codes inputted manually, the website can become slow, giving the user a less ideal experience. If your furniture marketing strategy will be tracking many different actions on the site, we recommend using Google Tag Manager.
If you have a furniture showroom, we recommend finding a local company to help you build a 3D tour of the showroom. This tour will provide your users with the knowledge of which furniture pieces are available and what types of furniture you sell. Also, 3D tours can be embedded right into the website, and can be added to your GMB listing.
Be as detailed as possible on each section of your furniture website. If you have an e-commerce shop, create a template for the product description that holds you accountable to include as many characteristics as possible about each piece. Create an “About Us” page describing who you are, your store’s mission, your offerings, and anything else that might be helpful for your visitors to develop a relationship with your brand.
Be sure to regularly update content on your site that relates to furniture. Discuss topics revolving around interior design, types of furniture, and home improvement.
If your furniture marketing strategy involves an e-commerce store, make sure the user experience is as seamless as possible. All furniture piece images need to be high quality. We are dealing with products with large price tags and the quality of the images should reflect the furniture quality. Provide a clear idea of how long delivery will take, what the shipping process is, and what your refund policy is. Most e-commerce sites will have pages dedicated to these topics and can often be found on the footer of a website.
We are a digital marketing company based in Austin, Texas, serving clients from all across the US. We focus on website development, search engine advertising, social media advertising, and more. We are lucky to work with all sorts of companies from a variety of industries. With our results-driven approach and creative strategies, we have been able to effectively help companies strengthen and develop. Whether you are considering asking for project-based assistance or a long-term solution, we encourage you to reach out to us to see if we may be a good fit for your company.
Furniture marketing can be expensive. For local furniture showrooms, some spend around $10,000/month on marketing. For national or worldwide brands, furniture marketing expenses are much higher.
Provided the company has a strong local presence and marketing strategy, furniture stores can survive without e-commerce. Many people are not satisfied with images and text before purchasing furniture and prefer to be able to interact with the furniture in person.
Yes. Platforms like Google, Facebook, and Instagram are fantastic tools to use when promoting a furniture event.
Before running ads, make sure there is proper conversion tracking code in place to retrieve the data to measure conversions like phone calls, directions, or form submissions.
We have seen tremendous results from marketing furniture on Craigslist. Craigslist is useful to connect with local audiences at a low cost ($5 per post.)