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.
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.
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, retarget potential customers who have been to your website but have not made a purchase.
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 remarketing works is by first collecting website cookies which can be a lengthy process.
If you are new to remarketing, one method to start with would be to target people based on the web pages they have visited. To ensure maximum efficacy, it is important to note that you have to be clear about the specific objectives that you’d like to achieve.
Take the similar audiences of your existing customers for example. These would be the people who have not made a purchase or interacted with your brand. However, they are likely to make a purchase since they exhibited similar behaviours with your existing customers.
As opposed to simply relying on text in the case of a regular search ad, Shopping Ads allow customers to better understand your product before they click into your website. This naturally means that shopping ads have the potential to generate higher-quality traffic.
While text-based search ads have proven to be effective, Google Shopping Ads present an alternative channel that allows greater potential to increase the cost-effectiveness for any search marketing strategy.
Customers will be able to compare products, images, reviews, brands, prices and more. A more attractive strategy, compared to old school 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.
Furniture Promotional SaleThese 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 demographics and even reach specific audiences!
In-market & custom intent which aims at reaching audiences who are actively researching or planning in order to reach a purchase decision.
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.
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 a 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? It’s free.
Of course, Facebook offers the option to run paid ads as well. With Facebook Ads, you can create ad campaigns to drive online sales for eCommerce businesses or generate awareness to increase foot traffic for retailers.
Of course, Facebook offers the option to run paid ads as well. With Facebook Ads, you can create ad campaigns to drive online sales for eCommerce businesses or generate awareness to increase foot traffic for retailers.
Depending on your marketing goals, your campaign objectives and ad formats could greatly differ. Nevertheless, Facebook has proven to be a cost-effective platform, driving cost-effective results given the right strategy and conditions.
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 via Instagram Shopping.
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.
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!
Due to the visual nature of furniture, taking high-quality images is crucial especially for social media, especially with channels such as Instagram and Pinterest.
Digital marketing does work for furniture, however, applying the right strategies are also important. Assess your current marketing strategy and identify areas of potential growth. If possible, identify and optimise marketing channels that are driving poor performance.
Furniture is a retail product that requires a lot of space to keep and showcase. Offline furniture sellers invest a hefty amount in buying or leasing storage space and staging them for printed catalogs. It might be possible for sellers who can afford that expense, but what about sellers who cannot?
Offline furniture stores have a significant disadvantage when speaking of space. Even if the sellers have products to display, they cannot until the previous stock is sold. Due to the limited color, material, and texture options, even printed catalogs failed after a while.