Digital Marketing for Furniture Businesses: Attracting and Keeping Customers Through a Multi-Channel Strategy
If you run a furniture business, how would you like to deal with the following?
- Thousands of people visiting your local website each month
- Converting daily leads from your website
- Having a list of custom furniture requests so long that you may need to hire extra help
- Closing deals at an amazing cost per conversion
- Easily upselling and cross-selling customers using email automation
- Working with a digital marketing agency that offers 100% clarity on your online performance
If you’re like most business owners, you’re more than ready to handle these measures of success. Let us explain the process we’ll use to help you execute the perfect digital marketing campaign and achieve your furniture business goals.
We’re a Marketing Agency Specializing in the Furniture Business
We’re experts in digital marketing. Our years of experience have taught us what works and what doesn’t.
Contact us for a free initial consultation with no strings attached and learn what we can do for your furniture business.
The Holistic Playbook for a High-Performing Furniture Business Digital Marketing Campaign
As a top-performing Houston Marketing Agency, we have learned to implement clear strategies and processes to get top results for our clients.
We focus on three crucial components of your digital marketing journey:
- Setting up data analytics, allowing you to track your campaign’s performance
- Driving inbound traffic to your website
- Converting that traffic into customers
This process may seem straightforward, but your results aren’t worth as much to you if they aren’t trackable.
Can you correctly answer any of the following questions about the digital marketing campaign of your furniture business?
- What is your website’s conversion rate?
- How many organic visitors did your site get from Google last month?
- What is your cost per qualified lead from Google Ads?
If the questions above leave you looking like the guy below, then keep reading!
We’ll take you through our process and help you understand how it works. While we are a digital marketing agency, we’re also a “data agency.” This means we can help shed light on what works and what doesn’t — allowing us to build you a personalized, holistic, and high-performing campaign.
Phase 1: Build Robust Data Analytics
Trackable KPIs
Furniture business digital marketing best practices begin with data. If you don’t have reliable tracking for your data analytics — or are making decisions based on a whim or a gut feeling — that’s not going to work.
Some crucial KPIs that you should be tracking for your furniture business include:
- Average order value
- Sales revenue
- Conversion rates
- Inventory turnover
- Customer satisfaction ratings
These aren’t directly related to digital marketing, but they’re incredibly important. Other KPIs that are centered around digital marketing would be things like:
- Number of website visitors by channel
- Cost pers by channel:
- Cost per website visitor
- Cost per lead
- Cost per qualified lead
- Cost per conversion
Data Fidelity
Unfortunately, many other digital marketing agencies out there aren’t as concerned about data fidelity as they need to be. We’ve inherited campaigns from other agencies or freelancers and found many issues such as:
- Double counting conversions
- Not tracking every step of the funnel to clearly understand drop-off and conversion rates
- Tracking irrelevant conversions, i.e., someone making a Google Maps “direction request” to your store
The Houston Marketing Agency strives for perfect data tracking that is completely relevant to the digital marketing campaign of your furniture business.
Phase 2: Maximize Affordable Inbound Traffic
People search very specifically for furniture, and the buying journey is different for everyone. If you sell a distinct or limited type of furniture, like vintage leather sofas, you’ll want to drive and rank in organic traffic for keywords relating to those rather than for general furniture stores in your area.
Geolocating ads may also be an important strategy based on the type of business your type of furniture store attracts. This allows you to target your Facebook and Instagram ads and the like to a specific geographic location.
If you’re the type of furniture business that ships to customers across the country, you may not need to implement this strategy. But if your store is the type where local people want to come in to see, feel, and truly experience the product, you’ll want your digital marketing company to focus ads on potential customers who live within a 20- to 30-mile radius of your location.
Since the name Google has become a verb used when searching for something online, it’s clear that this is where you should start with your digital marketing data
As you see above, 1.2 million people use the search term “furniture store near me” or some variation of that term every month.
Others may prefer to use more localized keywords, like “furniture stores in Houston,” which still see a whopping 46,500 searchers per month.
And as we briefly discussed previously, many furniture shoppers are searching for highly specific items, such as vintage sofas or green leather chairs.
Why do you need to know this?
Because if you’re not performing well in both organic and paid traffic, you’re missing out on potential customers for your furniture business.
Organic
There are two places you can rank organically on Google for keywords like “furniture stores near me.”
The first is known as the Google Local Pack.
You’re probably wondering how your furniture business can rank in the Google Local Pack.
Local SEO is complex and a lot goes into it, but the basic formula is:
- Have an optimized and highly-reviewed Google Business Profile.
- Have plenty of localized content on your website.
Below the Google Local pack on the search engine results page, you’ll see organic results.
How can you rank in the top organic results?
You’ll want to start by:
- Creating a content-rich, comprehensive website
- Optimizing your on-page SEO such as title tags, meta descriptions, etc.
Paid
Paid traffic is an important component of a furniture business’s digital marketing strategy, but not every channel performs in the same way. A good digital marketing agency can help recommend which channels will help you get the best return on your investment.
Google Ads
Google Ads is a paid option that helps you rank at the top of the results page, like the examples shown below.
If your digital marketing agency does your sponsored ads right, your target audience will click on these, leading them to your site and a possible sale.
Note that there are different types of Google Ads we can test to measure campaign performance. These include:
- Search
- Performance Max
- Display
- And more
YouTube Ads
The furniture industry is a very visual business, so having gorgeous videos to help reel in potential customers is vital.
The latest statistics show that YouTube has 2.49 billion active users per month, so if you aren’t tapping into this market you’re potentially missing a huge part of your customer base.
Facebook, Instagram, and TikTok Ads
Just like you need stunning videos, you need equally beautiful photos of your product for Facebook, Instagram, and TikTok ads. There’s a lot happening on social media, so if you want to compete you have to give people something grand to look at.
Consider this — which of the following photos would be more likely to draw in potential customers? What you’re putting out there and where you’re putting it are important metrics in the digital marketing for your furniture business.
And before you pooh-pooh TikTok as a paid advertising channel because you think their audience is too young, consider this. According to research:
- 170 million Americans use TikTok.
- Nearly 20% of TikTok users are aged 35-44.
If you do the math, that’s 34 million Americans aged 35-44 using TikTok — sounds like a lot of people of prime furniture-buying age to us.
Phase 3: Increase Conversion Rates
The strategies we’ve already discussed focus on getting users to your website. And that’s where it starts.
But that’s not where it ends. A big part of your job is converting those users to customers and then keeping the customers loyal for future purchases.
Let’s look at some practical ways to make this happen.
Use CRO Best Practices
Conversion rate optimization can include many practices, including:
- Having a mobile-friendly, easily navigable website
- Ensuring your images and videos are high-quality and unique
- Adding reviews and testimonials to your site
We can’t go into every possible strategy here, but there are a couple that furniture businesses can really take advantage of to increase conversion rates.
Abandoned Cart Retargeting
Through accurate and properly set up tracking and analytics, you can know exactly which parts of your website a person visits. This comes in handy when you want to remarket to people who have abandoned their cart.
What does that mean?
Say someone is browsing your furniture website for kitchen tables. You can see that they’ve viewed several different styles and finally added one to their cart for purchase. But then everything stopped there and they never finished the transaction.
You can use Google, social media channels, and even email if they got as far as putting in their address for the transaction to reach out to these people and encourage them to make the purchase.
You can even set up your ads by product type. “You put this kitchen table in your cart — did you forget to check out? Do you need help completing the sale?”
If someone has put something in their cart, they’re likely ready to buy. So you can target them and find out what happened while encouraging them to finish the process.
Clear CTAs
When someone visits your furniture store’s website, they should see clear CTAs — or Calls to Action — throughout.
These may look like:
- Buy Now banners
- Schedule an Appointment links
- Add to Cart buttons
- And more
There are two different ways furniture stores are going to get business: someone local is going to drive over or someone national is going to put it in a cart and buy it. The CTA should be extremely clear depending on the goal.
Increase LTV on Autopilot
Once someone buys a piece of furniture, that doesn’t mean your work is done. You have an opportunity to gain a customer for life with the right digital marketing.
If someone buys furniture from you in-store or online, they’re probably willing to buy more from you in the future.
Most furniture stores sell a variety of products, so connect your POS with email automation. If a customer buys a coffee table, send them an email sequence for couches that will complement that table. If they buy a desk, send emails about a chair or other office decor.
This type of strategy is crucial for increasing the LTV of a customer.
Digital Marketing for Furniture Businesses Doesn’t Have to Be Hard
The Houston Digital Marketing Agency is here to help local and national brands predictably increase leads and sales, no matter their industry.
We’d love to help you increase sales and grow your customer base with our digital marketing for furniture businesses. We even offer a 100% refund if we can’t improve your performance within three months.
Contact us today to learn how to get started.