How to Advertise Your Next Big Sale

No home is complete without furniture.

You’d think that would make it easy to advertise your next big furniture sale, right?

Not exactly. Though the demand is high, marketing your home goods business isn’t necessarily so straightforward.

From knowing exactly how to appeal to shoppers online to maintaining foot traffic to your brick-and-mortar store, furniture is an industry where, if you play your cards right, you can make a significant profit.


At the same time, if you play the wrong hand, you can lose money.

We don’t want that to happen any more than you do, which is why we’re sharing all the information you’ll need to put together a marketing plan for your next big sale.

 

An Overview of Today’s Furniture Industry

The way home goods stores market themselves has changed dramatically in recent years.

With the rise of online shopping comes a pressing demand for digital marketing, staying on top of current trends, and strong branding that sets your business apart from your competitors.

We can’t talk about the furniture industry without talking about eCommerce.

Home furnishings is the third-largest product category for U.S. retail eCommerce sales, behind consumer electronics and apparel. 

retail ecommerce sales in 2021

Source: eMarketer

While furniture makes up 11% of retail eCommerce sales in the U.S. and is expected to drive $105.93 billion in revenue this year, there’s still a lot of activity happening in brick-and-mortar stores. 

According to HFN Digital, only 20% of furniture sales are conducted via online transactions. 

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Main Challenges Facing the Furniture and Home Goods Industry

No industry is immune to struggles.

One main challenge for the home furnishings industry is that it is a “highly discretionary category,” which means that customers don’t view it as essential. It’s highly dependent on the consumer’s disposable income.

Revenue also depends on selling more expensive items, which customers may not be so inclined to do during a recession.

As a result of the COVID-19 pandemic and economic uncertainty, customers may not feel comfortable spending more on furniture, which can be a big challenge for furniture stores.

Another challenge for brands in the furnishings category is moving the in-person shopping experience online. 

In-person buying was once the hallmark of the furniture world. Technology, convenience shopping, and the 2020 pandemic have turned more consumers towards online shopping.

This can make it challenging for your furniture company to appeal to your target audience.

Furniture is a more significant investment than other online purchases, and customers can’t test out their new couch before buying it online.

And, the products are typically heavier than other goods bought online (clothes, for example) making shipping prices more costly and returns more complex than smaller items.

However, many companies are navigating this challenge by getting creative with their marketing. 

Many now offer video demonstrations with models to highlight the features and functionality of their furniture to shoppers who can’t test products for themselves.

Or, they’re leverage augmented reality tools so customers can see what the pieces will look like in their homes.

Tactics like these, and a flexible mindset, can help your company adapt and face challenges as they come.

 

6 Ways to Promote Your Furniture Store’s Sale

With so many options available, deciding how to promote your big sale can feel overwhelming.

It’s not just a matter of knowing how to write an ad. You also have to know where and how to market that ad, or else it won’t successfully promote your sale.

So, how do you promote furniture sales? These six marketing channels can help you get off to the right start.

You know your audience best – so identify which methods will reach and engage them the most, and take it from there.

 

1. Native Advertising

If you want an ad that doesn’t look like an ad, native advertising might be just the ticket.

This form of advertising is discrete and blends in with the “native” content already on websites.

Native advertising for your furniture sale might look like social media advertising, promoted articles on a website, or embedded ads that look like natural images in a blog post.

You may have heard of native advertising referred to as an “advertorial” or “sponsored content,” which are both popular and effective formats that your brand can use to publish a piece of custom content on a popular site.

It’s important to note that native advertising is never intended to trick your audience. It needs to be clearly marked as “sponsored” or “promoted.”

An excellent native ad will teach your potential customer about your brand without interrupting their online browsing experience.

Here’s an example of a native advertisement created by the StoryStudio, Hearst Bay Area’s native content ad agency.

native advertising example for furniture brand

The article in Connecticut Magazine, sponsored by AptDeco, is high quality and offers solutions to the reader while promoting AptDeco.

If you know that a high volume of your target market reads a particular publication, native advertising is a great way to get in front of them and promote your sale!

 

2. Search Engine Marketing

Ever wonder how certain companies continue to show up at the top of the front page of Google?

Sure, the major companies get there with organic SEO after years of building and maintaining their strategy, but it can be harder to break through the noise if you’re not a mammoth.

In short, it comes down to search engine marketing (SEM), also known as paid search advertising.

If you want your sales to be found by high traffic platforms, then there’s no better place to start than Google. The search engine receives over 3.5 billion search inquiries a day.

There’s no reason that your furniture store should be missing out on traffic from a portion of those searches.

Paid-for search engine ads can help make that vision a reality by promoting your ads to the top of given search queries.

Consider creating a Google Ads campaign.

Or, you can work with a publisher with high domain authority, and use custom content to rank at the top of results.

Wondering how to get started? Check out this SEM tutorial. Or, enlist the help of a professional SEM agency.

 

3. Social Media Advertising 

According to Sprout Social, eighty-nine percent of consumers will buy from a brand they follow on social, with 84% saying they’ll choose that brand over a competitor.

Getting your brand out there on social media is a great way to attract new customers. And at this point, a must.

To get started, you’ll want to set up your profiles and start posting organic content to engage with your community.

But in order to reach more people, you might consider paid social media ads as well. 

You’ll want to place ads on the platform that your audience spends the most time with.

This could be Pinterest, TikTok, Facebook, and more. To determine the best match, take a look at your target demographic and compare them to each platform’s demographic.

You can customize your ad campaigns for different objectives such as on-platform purchases, landing page views, video views, and more, and you can also test out different creative to see what works best.

If you know your demographic and the best social media platform for catering to that demographic, then you’ll be well on your way to social media marketing success.

 

4. Video Marketing 

If you’re not using video marketing as a part of your furniture store marketing strategy, then you’re missing out.

Videos are highly effective at showing buyers how your furniture might look in their homes without them having to come into a physical store.

Videos are commonly used to demonstrate the value, features, and dimensions of furniture, which are hard to visualize through stand-alone images.

And your customers crave video to help them make purchase decisions. In fact, 50% of shoppers say online video has helped them decide which specific brand or product to buy.

Get creative with your video marketing. Consider promoting videos with OTT and CTV advertising, or creating a YouTube campaign.

Getting started with video? Here are some video marketing do’s and don’ts for you to read through.

The world is your oyster with video!

 

5. Email Marketing

We’d be remiss not to mention the power of email marketing. 

Make sure to let the customers on your email list know about your upcoming sale! 

Email marketing has one of the highest ROIs amongst marketing channels, and there’s good reason for it.

For one, the people on your email list already interested in what you’re selling because they’ve chosen to subscribe.

In addition, you can reach their direct email, where it feels more personal than stumbling across a relevant ad on social media.

Delivering a compelling email about your sale straight to the inboxes of your community can help drive tons of traffic and revenue for your business.

Just make sure your email campaign is of high quality. Even better, personalize your emails for a stronger customer experience!

 

How To Put Together a Marketing Plan For Your Next Sale

So you have a sale coming up, and you now know what options are available to you.

But how do you put together the actual marketing plan? 

Well, we always recommend starting by setting SMART goals. For example, if you have a sale coming up, you might set a goal of generating 20,000 landing page views within the first month. 

Once you know what you’re hoping to accomplish, you can decide which tactics you’ll use to get there. 

Next, you’ll need to set your budget, so that you can understand the limitations you might be facing.

Don’t have enough resources in-house? Consider working with a marketing agency to help you out.

 

How To Tell If Your Furniture Store Marketing Strategy Is Working

You’ve set goals, put together a marketing strategy, a media plan, and have launched your campaign.

Now what? Chances are, you’ll want to know if it’s actually working.

If analyzing metrics isn’t your thing, we hate to break it to you, but you have to put on your inspection hat and analyze the data behind the campaign to know if it’s working.

Here’s how:

  • Identify key metrics. Depending on your campaign goals, identify the metrics that you need to keep track of.
  • Limit yourself to one or two different metrics. This will help keep you focused on elements of your campaign that are and aren’t working. For example, you might look at your bounce rate and your monthly traffic sources to see where your campaign is having the most impact and where it’s not.
  • Keep it consistent. Focus on a core set of metrics for a more complete picture of your campaign’s trajectory. An example here would be to not switch from focusing on monthly traffic to daily traffic, which gives a more limited perspective.
  • When in doubt, call in the pros. Having trouble distinguishing areas of success from areas of improvement? It might be time to work with a marketing agency with experience in the home goods industry to make sure your promotion strategy is working.

Furniture Store Marketing: Concluding Thoughts

Every business needs a solid marketing plan to promote its brand on a day-to-day basis and spread the word about specific sales or campaigns.

This is especially true in the competitive furniture industry, where it can be hard to stand out from other businesses.

We hope these tips for selling furniture online give you some good ideas for increasing your sales.

As you get ready to promote your next sale, remember:

  • The furniture business is growing online, but brick-and-mortar stores are still where a lot of activity occurs.
  • Choose the best marketing channels to reach your target audience.
  • Track your key metrics and make sure to optimize your campaigns along the way.

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#Advertise #Big #Sale

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