Since furniture advertising calls for a unique approach, our marketing experts share 6 smart tips to give your campaigns a major boost.
Furniture Advertising? 6 Things You Should Be Doing
A marketing strategy for a furniture company calls for a deliberate and bold approach. Unlike electronics or clothing, furniture is a big investment for most people, and they expect to keep their purchase for a long time, maybe even forever!
The continued rise of social media platforms like Instagram and Facebook has made e-commerce more popular than ever. Furniture e-commerce generates around $55 billion annually in the US and furniture advertising should make the most of these online platforms due to the high population of users and the marketing opportunities that come with it.
6 Tips for Successful Furniture Advertising
From initial brainstorming to testing different campaigns, here are 6 tips to elevate your marketing strategy.
#1. Identify Your Audience
Defining your audience gives you a clear idea of who you're marketing to. It allows you to center your marketing efforts around a group of people most likely to convert into paying customers.
However, identifying an audience goes beyond just selecting a group of people to advertise to. It involves narrowing them down into key demographics and understanding how these demographics react and interact with your ad campaigns.
#2. Refine Campaign Objectives
The end game of all advertising efforts is sales. Nevertheless, a common mistake among marketers is their fixation on the sale while ignoring the different stages of the sales funnel. Getting different members of your audience to convert is an organic process that involves turning cold audiences into leads and eventually, into paying customers.
Let’s be real: users aren't going to convert after seeing your ad for the first time! That’s why each stage of the furniture advertising funnel requires a different type of marketing to push your audience further down the funnel. Facebook and Instagram help marketers with this process, so you can target cold, warm, and hot audiences with your ads as well as all demographics within them.
Here are the different stages of the sales funnel:
Awareness
This is the top of the funnel and the goal of these ads is to attract new audiences. Your audience at this stage is cold and you'll be advertising to raise brand awareness. At this stage, ads should be informational, educating audiences about your product and brand.
Consideration
This is the middle of the funnel and is known as the lead generation stage. At this point, you turn prospective customers into active leads by collecting contact information such as phone numbers and emails which you can use in future advertising and retargeting campaigns.
Conversion
This is referred to as the bottom of the funnel. At this stage, the goal is to turn your leads and warm audience into paying customers and ads should be aimed at getting users to click on your CTA and purchase your products.
Post Purchase
The post-purchase stage is all about your rapport with those customers who successfully exited your funnel. The goal here is to turn existing customers into loyal ones. Ads are mainly served to encourage repeat purchases, but they can also be used to encourage loyal customers to promote your business through referrals and recommendations.
#3. Vary Ads
Ad repetition isn't great for your brand. Facebook allows you to rotate multiple ads to your audience for the duration of your ad campaign and marketers need to maximize this feature because cycling through the same one or even 2 ads could lead to ad fatigue even among the most furniture-loving audience.
It's ideal to create ads around different products that may appeal to users. One way to do this is by using carousel ads or any of Facebook's other ad rotation options. For furniture advertising, when a member of your audience is in search of a product like a couch set, varying your ads ensures they won't look elsewhere simply because you only advertise tables and cabinets.
#4. Craft Compelling Copy and Images
In all campaigns, ad copy and creatives play a major role in determining the success of your advertising ventures. Your copy acts as a descriptor, telling your audience what your product is and what it's all about. However, the creative takes priority. Why? Because it's the first thing users notice.
Your creatives need to be catchy, especially for furniture advertising because it's very much a show and tell business. The goal is to inspire audiences to envision the sectional, coffee table, or bookshelf you’re advertising in their own living room. That’s why conversions will depend almost entirely on what they see in your ads, so presenting furniture in the best way possible is paramount.
#5. Design a Flawless Website
Buying furniture is a big investment for customers and they would like to carefully examine their options before committing. That’s why successful furniture advertising involves a stellar website that offers an optimal user experience where visitors can browse products with ease.
Ideally, your website should have the following user-friendly features:
Ease of use
When visitors check out your website, how easy is it for them to find what they need on your page? Your site should be easy to navigate for both visitors in search of something specific and "browsers" just glancing through your products.
Optimized for mobile
53% of mobile users will leave a page if it doesn't load within 3 seconds. With the increasing popularity of mobile devices, it's important to optimize your site for mobile users not just for user experience but for SEO as well.
Great design
A website's creatives should be easy on the eye and consistent with the brand. The color schemes, fonts, typography, and imagery in your ads should carry over into your website so users feel your site is a continuation of your ads instead of a whole new place. Remember also that the interface should be welcoming and appealing to reduce bounce rates.
Clear CTA
Your call to action (CTA) should always be visible to site users. Making a purchase can sometimes be a split-second decision and the last thing you want is for users to hunt around for a CTA button while contemplating their choice.
#6. Deploy Hybrid Models
The furniture advertising space is an ever-evolving market and the latest market trend blends traditional in-store shopping with a digital experience. This caters to the inherently visual nature of furniture shopping while incorporating cutting-edge digital tools and techniques so users can browse your furniture collection from their own sofa.
Customization
The most fun part of going digital is the option to customize products. For example, it’s a good idea to use software that lets customers play around with different color patterns, textures, and designs. Allowing your customers to see the product in their desired context can positively influence purchase decisions.
Augmented Reality
The use of augmented reality is also a new trend in the furniture advertising space and helps bridge the gap between in-store and online advertising. AR feeds into the customer's need for self-customized service allowing them to visualize how the furniture they are about to purchase will fit into their home. In fact, customers who experience AR are 8 times more likely to convert than those who don’t!
Furniture Advertising that Makes A Splash
Good social media ad campaigns for your furniture store are vital to running a successful business. While applying our expert tips goes a long way to increasing conversion rates, there's still a lot that goes into crafting imaginative and profitable furniture advertising campaigns. That’s why it’s smart to seek the help of talented marketers.
We are Social Ktchn and this is what we are all about. We are the mom-and-pop shop of paid social media ads and we specialize in helping businesses grow their brand through successful social media campaigns. Your goal is our goal!
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