10 Jul Furniture Marketing
Getting the marketing aspect of your furniture business right is as important as the furniture itself when it comes to increasing sales. With customer behavior changing and the furniture space getting more competitive, the need to market your products effectively becomes more prominent. Marketing denotes presenting your products in the right place and the right people to make a lasting impression on prospective customers and engrave your brand in their hearts.
Essentially, your marketing strategy is what answers the question of ‘why a customer should choose your brand over others. Creating a comprehensive marketing strategy that will deliver the necessary boost to your business might be quite challenging, especially as many retailers do not know how to go about it or the right techniques to employ. To help you with this task, we have come up with this step-by-step guide to assembling your marketing strategy.
KNOW YOUR PROSPECTIVE CUSTOMERS
The ultimate guide to the direction your marketing is supposed to go is your target audience. Hence, you must recognize the people you want to communicate your business to. These are probably in such a position to be more interested in furniture buying than the average customer. You want to set your furniture store up to be in the best position to satisfy their needs.
To get an accurate picture of your customer base, you can conduct in-store and online surveys. This way, you will get to know the demography and preferences of likely customers. This information would, in turn, inform the several marketing steps you will take to reach and appeal to them. Depending on your ideal customer, your marketing might be more effective through social media, television, radio, newspaper, or even email advertising.
TREAT YOUR WEBSITE AS PART OF YOUR FURNITURE STORE
You probably already know that your furniture store should be designed to properly display your furniture designs while also being inviting to customers. Well, you may have to apply this same technique with your website. This is one part that you certainly do not want to ignore because your website is often the first contact with your furniture store.
Thus, you have to treat your website like your showroom. Ensure that it is appealing with the use of compelling imagery of your products. Use high-quality images that your customers can enjoy viewing to showcase pieces. Besides, make sure your website is easy to navigate and works very well for desktop and phone screens. This would help you retain customer attention. You can also use modern features like augmented reality to help customers visualize how your products would look in a real setting.
Lastly, ensure you continually optimize your website by using web analytics to understand what drives engagement.
INCENTIVIZE BUYING FROM YOU
If you successfully get your products on the necessary platforms, the next thing is to give prospective customers more reasons to choose your brand over others. This could be in the form of offering special discounts, convenient layaway plans, and generous return policies. In some cases, these offerings might act as that extra push for customers to consider your product.
Also, ensure that you find a way to retain existing customers while acquiring new ones. To do this, you might have to keep a good level of engagement with your customers to ensure that they consider patronizing you a second time. This engagement could be in the form of personalized discounts and offers.
MAKE GOOD USE OF PAID ADVERTS
A good number of people conduct their research online before even thinking of walking into a store. You can use this to your advantage through paid adverts. Paid search results like AdWords by Google is a good way to do this. Services like this ensure that people looking for furniture stumble upon your products, increasing the chances of getting more sales.
Also, since you already know your ideal customer, you can easily decide the target audience of your paid adverts on whatever channel you decide to use, and this allows you to be more precise with your marketing.
GET A MARKET CONSULTANT
Sometimes, it is just best to get an expert who can give you the needed advisory and also help implement your marketing strategy. This is exactly the role of a marketing consultant. A marketing consultant would help create a detailed marketing plan, determine the appropriate marketing mix to effectively pass across the message to your target audience. Besides, a marketing consultant could help monitor and make necessary tweaks to marketing campaigns.
If you can get a creative, practical, and results-driven marketing consultant, you will certainly be able to properly implement your marketing strategy and optimize your marketing efforts.
MANAGE YOUR CAMPAIGN WITH PRODUCT INFORMATION MANAGEMENT (PIM)
A massive marketing campaign would often involve lots of information from websites, social media, and email lists promoting various products and variants. This ton of information could pose a challenge to you, as a business owner, in terms of collection, storage, and distribution. To ensure that you can focus on other important parts of the business, you should adopt a PIM platform.
Using a PIM software would help handle the load of data involved in marketing while making it easy for you to manage them effectively. With a good PIM software, you should be able to link information from different platforms to make management easier. Proper management of marketing data gives way to a more efficient marketing campaign with better results.
No doubt, your business’s marketing is a major factor that comes into play in determining if the business would be successful. As burdensome as it might seem, you must give your marketing strategy sufficient time and resources to stimulate your business growth.