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How to Create a Furniture Marketing Strategy?

Written by Naba Cheema | Reviewed by Mobeen Ali

Creating beautiful furniture is an art, and if you run a furniture business, it always demands a successful furniture marketing strategy to compete in the furniture market.

What is a Furniture Marketing Strategy?

Most people see furniture as a long-term relationship, which means that your products need to be in front of the right people, and they should be making a positive, long-lasting impression.

A furniture marketing strategy is your master plan key to making potential customers understand your brand better and help them commit to it.

This blog will highlight the key elements of a successful furniture marketing strategy and the steps you can follow to engage better with your ideal customers.

Why does furniture marketing strategy matter?

Each year for the furniture industry brings new opportunities and problems. Your company needs to adapt and maintain a positive brand perception if it wants to compete in a crowded market. Consider creating a marketing plan appropriate for the current year and satisfying customer expectations.

You can identify your furniture business’ target market, how to provide the experiences they want, and where they want them by having a comprehensive business strategy. It is about building relationships that result in sustained engagement and how to manage your business while doing so. 

Imagine your marketing strategy as a roadmap that you will follow, getting hints and direction from the roadsigns, and that will assist you in making crucial business decisions that will ultimately lead to your success in the future. You’ll have a strong marketing plan when you construct it with a clear understanding of how each component will link to the customer journey map and how each touchpoint will relate to resolving a relevant point.

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How to assemble a furniture marketing strategy?

There are various ways to launch your furniture marketing strategy, but we have a short list to get you going.

  • Recognize the needs of your customers
  • Build your website as attractive as your furniture
  • Make more sales
  • Make interaction with your audience through social media
  • Manage your business, not just a furniture database

1. Recognize the needs of your customers

Your choice of marketing to your customers depends on who they are. Although you might be happy to sell to anybody, the reality is that some people will adore your things much more than others. If you can identify those people, your marketing efforts will work more effectively.

Ask your main clients for help if you’re unsure of how to characterize them. Create a better profile of your ideal customers by conducting in-person and online surveys regarding their age, gender, occupation, income, interests, and preferences. You may use these facts to find out what radio and television stations they listen to, what publications they read, and which social media sites they utilize more. This will assist you in finding the right approach.

2. Build your website as attractive as your furniture

Since up to 87 percent of customers conduct online research before entering a store, your website must be a key component of any furniture marketing plan. You sell furniture; thus, your line of work creates lovely things. Show off your design skills on your website. Here are some things to think about:

  • Appealing appearance
  • Easy navigation
  • Appropriate web design
  • Stay updated

I. Appealing Appearance

Display furniture, spaces, or design motifs. Make sure your products are in top shape. A high-quality image that will motivate your audience will make your furnishings pop. Make your website a destination for customers looking for inspiration, even if they are not here to buy the products.

II. Easy Navigation

If you want to maintain a customer’s interest after you get it, ensure clients can easily navigate your website whether they want to explore design ideas, admire certain products, make an online purchase, or find directions to a nearby retail location. This includes ensuring that your load times are quick; slow service is the number one factor that turns away potential customers.

furniture marketing
Easy Navigation
Image Credit: TechCrunch

III. Appropriate Web Design

Customers browse the internet wherever they are in our always-connected world, including traveling. Ensure your website is easy to use across all platforms, including desktop and mobile browsers, tablets, and smartphones.

Furniture marketing
Appropriate Web Design
Image Credit: Dribble

IV. Stay Updated

People search for new ideas when they decorate their houses; therefore, your website should be fresh and modern. A refresh will show customers that your company is current and relevant, even if your brand is more traditional. Additionally, your material shouldn’t be stable and uniform. Your website should adapt to changing moods much as interior design moods do. Display new products or present existing ones in a variety of ways.

3. Make More Sales

You are aware of your target market and have chosen channels to present your goods. How would you convert that into more sales?

Use social structures to effectively promote sales and let customers know about your unique payment methods. Incentives like easy layaway options, welcoming return policies, or specific discounts (wouldn’t that couch look better with those tables?) could seal the deal or be a deal breaker. 

According to research, keeping current customers results in lower costs and higher earnings than finding new ones. Give customers an incentive to stick with you after they’ve made a purchase.

Utilize your social networking channels. Customers can be asked to take surveys or to post their favorite images of your products being used in their homes. As a benefit of being associated with your business, consider providing customized discounts or special offers.

4. Make interaction with your audience through social media

While bombarding customers has always been standard practice in marketing, buyers are more interested in experiences than anything else.

Consider how you can engage your audience with your brand. You may set them the task of making their own mood board or ask them to share their favorite pieces with you. You’ll be surprised by the results if you give them something to talk about.

Post relevant information on social sites about your brand or products that is both informative and interesting. More significantly, it addresses client pain points and provides an answer to their issues or concerns. Short lead-in times and high-quality posts improve engagement and allow your reach to grow more quickly and broadly among your target audience.

Furniture Marketing
Make interaction with your audience through social media
Image Credit: Behance

5. Manage your business, not just a furniture database

Numerous product lines encompassing dozens or even hundreds of products are promoted via websites, social media, and email lists. That much data needs to be gathered, stored, and distributed. A product information management (PIM) platform is the ideal approach to handle all that data while still having time to operate your business.

PIM software helps brands manage the information, content, and other materials required for product promotion and sales. Additionally, PIMs guarantee the creation of high-quality data for internal use and multichannel distribution. You can manage information about your products and use it to your advantage with the help of an efficient PIM, allowing you to concentrate on your core business of selling furniture.

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Innovative ideas for furniture marketing

Here are some innovative ideas that you can use for your furniture marketing;

  • Influencer Marketing
  • Niche advertisement
  • Lead Magnets
  • Email Campaigns

1. Influencer Marketing

Influencer marketing is the best strategy for furniture manufacturers because they have a distinctive and strong brand identity. Working together with someone who can be a representative of your brand can significantly boost your presence. You will collaborate with someone who enables you to reach a pre-existing audience of people who suit your ideal target market.

Furniture Marketing
Influencer Marketing
Image Credit: Aspire

2. Niche Advertisement

Running widespread advertisements to reach a large audience does not ensure gaining new customers. Consider your primary target audience, including their demographics, pain issues, likes and dislikes, and the best ways to contact them. After properly defining your target, you may present them with the appropriate offers at the right time and location.

This is particularly helpful if you sell a certain kind of furniture. For example, rustic wood furniture is probably appealing to cabin and farm owners, so that you may target the right people with your adverts.

3. Lead Magnets

The lead magnet is one of the furniture marketing strategies. Incentives are distributed in order to gather contact information. For upcoming business, it may be a discount code, a freebie, a downloaded whitepaper, a consulting video, or any other perks that benefit customers and build trust. Once you have their contact information, you may email them further information and make more product offers. As a result, you may convince them to visit your store and increase sales.

Furniture Marketing
Lead Magnets
Image Credit: Envoke

4. Email Campaigns

You can gather customers’ email addresses during online transactions to use in future email marketing campaigns. You may create effective email campaigns for your customers after creating an email list, including promotions, discounts, and personalized communications for particular customer groups.

Furniture Marketing
Email Campaigns
Image Credit: Cylindo

How PIM helps the furniture business thrive

Product Information Management (PIM) can be the first step to making the right decision for marketing your furniture business. 

Here are a few ways in which PIM can help you;

  • Maintenance of product data
  • Right information across each channel
  • Data Quality Improvement
  • Customer Experience

1. Maintenance of Product Data

As furniture companies use internet platforms, they must figure out how to quickly introduce their new products. By removing the data bottlenecks and inaccuracies affecting production time and supply chain efficiency, PIM helps the business reduce time to market. Companies move from design to manufacturing to showrooms (including online sites and marketplaces) with higher speed and accuracy when they have consistent data management processes (facilitated by PIM).

2. Right Information across each channel

Businesses that serve various sales channels often need to maintain each channel separately, possibly several times per day or throughout the week. Diverse target audiences for each channel require different information or data presented in various ways; It takes a lot of work to control and tweak this manually. Time-controlled or real-time exports from the PIM allow you to specify exactly what should be broadcasted on which channels and maintain several channels in sync parallel to each other.

3. Data Quality Improvement

Businesses in the furniture industry can ensure the right and accurate data throughout the business by creating a culture of data management and utilizing tools like PIM and data governance processes. All company levels, from the store to the executive team, may make better business decisions using high-quality data. Additionally, accurate, reliable data increases customer satisfaction and enables businesses to offer solutions that can be customized and configured.

4. Customer Experience

Incorrect product information that snuck into the online store could result in disappointed customers, canceled orders, or noticeably higher return rates. The most likely scenario is that the issue concerns the dress size or color previously indicated in the product description. In the worst situation, wrong information can even be fatal, as in the case of electronics (e.g., in technical data sheets or operating instructions).

A buyer may back out of a purchase is further increased by inaccurate or inadequate product information. If you are unable to get the information you require, you may easily contact the opposition with a similar offer by making just one click. Delayed response times also affect customer service when the required data cannot be found immediately. A PIM optimizes the central information management process as a single source of truth. There, they can be stored so that everyone can get answers to commonly asked questions or requested data that might otherwise tie up internal staff members in support or sales roles.

Conclusion

In the furniture industry, trends and technologies may come and go, but a strong marketing plan will always be crucial to the success of any brand. Additionally, creating your marketing strategy is a continuous process. To ensure your plan is working as well as it possibly can and that every touchpoint along the buyer’s journey keeps your prospective customers on the path to making a purchase, it must be constantly reviewed. Use analytical tools to determine where your business marketing is succeeding and where it needs to improve. You can use your product data creatively with PIM for marketing your business. Your SEO rankings will improve if you can examine and enhance product information using the most relevant search terms. Consequently, you may increase the number of website visitors who become paying customers and get your brand in front of the right audience at the right moment.

FAQs

What is PIM in business?

Systematic handling of detailed product information is made possible by product information management (PIM) tools. PIM software streamlines the process of updating and managing accurate information across many sales and marketing channels by centralizing product-related data.

How can I promote my furniture business?

Try these marketing techniques if your company’s objective is to increase the number of existing customers and attract new ones.
1. Specialized advertising.
2. Campaigns by email.
3. Referral bonuses and loyalty programs.
4. Options for financing and payment schedules.
5. Excellent, open customer service.

Written by Naba Cheema

Naba is a Graduate in Media Science and writes about eCommerce and Shopify.

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