Digital Marketing Tips for Furniture Retailers and Online Stores
For a furniture retail brand, launching an ecommerce site is akin to opening a new store. The one significant difference is that it’s the flagship store. Potential customers will always go to your online store before visiting your physical location. And once you build a great online store, it doesn’t mean that you’ll start getting traffic right away. This is where digital marketing fits perfectly into the picture.
Digital marketing is vital to generating traffic for your online store by targeting users that may be interested in purchasing your products. Let’s take a look at how furniture retailers should approach digital marketing to drive traffic online.
Understanding Your Digital Marketing Funnel
A well-crafted digital marketing strategy helps you send the right message to shoppers at each stage of the furniture shopping funnel.
To be able to target prospects at every stage, you need to understand what they are looking for throughout the furniture shopping funnel. There are three distinct stages for targeting purposes — awareness, consideration/engagement, and purchase:
- Awareness: At the top-of-funnel shoppers are starting to look at furniture, but haven’t really made up their mind if they will purchase it.
- Consideration and Engagement: One step further there are the more active shoppers. These shoppers have made their decision to buy furniture and are now looking for options to pick the ideal piece.
- Purchase: In the final stage, shoppers are ready to buy. They have done their research, have narrowed down their options and have the information they need to prompt a purchase.
Understanding where shoppers are in the funnel allows you to improve your targeting and gives you the opportunity to personalize your marketing message. This is particularly relevant for furniture stores where customers have a lengthier buying process which involves multiple interactions both online and offline.
You can generate engagement with your online presence at every stage of the funnel, ultimately improving conversion rates. To achieve the best results, paid digital marketing provides suitable channels to engage with prospects at every stage of the funnel.
Digital Marketing Channels to Target Shoppers
Paid search allows you to get your brand and your marketing message in the sponsored ad section on search results pages. This will come with a cost attached to various keywords and usually pay on a cost-per-click basis. With paid search ads, you can target a highly specific audience, for example those in the consideration stage looking for a “wooden kitchen table” or “warm light bedroom lamp”.
Retargeting ads are great at improving conversions and recovering potential lost sales. These ads are served to users that have already been on your site, but left somewhere along the funnel. Retailers can also target those who may still be at the start of the funnel.
While there is an organic aspect to social media, there are paid options that can help retailers get their message to more targeted audiences. This is particularly useful for furniture retailers that have several lines of products for sale or promotion.
Third party recommendations are still powerful tools for winning new customers. Affiliate marketing is the promotion of products through a network of third-party sites. Affiliate marketing is an important channel for furniture retailers, especially those who are offering strong promotions on a regular basis, widening the scope of potential buyers.