How to advertise your furniture business online in 2024
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If you’re looking at selling furniture online, it’s going to take more than a beautiful product to catch people’s attention. An effective furniture advertising strategy is essential to build your brand and get your products in front of the right customers.
In this blog, the furniture marketing experts at Embryo look at how you can start a furniture business that tops Google’s search results grabs media attention, and turns users into customers through PPC ads.
Still want more? If you’re looking for a furniture marketing agency to help boost your business, we’re here to help. You can speak to a member of a team via email at [email protected] or by telephone at 0161 327 2635.
Planning a Furniture Advertising Strategy
Any good furniture marketing agency will tell you that the best campaigns start with solid planning. Here are some things to consider when planning a furniture marketing strategy:
KPIs (Key Performance Indicators):
Your KPIs determine what you want to achieve at the end of your furniture advertising campaign. They will help you identify which areas of marketing you should focus on and help you measure your marketing campaign. Some examples of KPIs when marketing a furniture business are:
- Get 100 leads through conversions on the website per month.
- Rank in the top 20 on Google’s search results for 50 target keywords, e.g. ‘blue portable lamp’, ‘kitchen furniture ideas’.
- Reach an average of 1000 views per Instagram post.
- Attain an average click-through rate of 3% for Google Ads.
Team
Consider what resources you have at your disposal within your team. If you’re the only person involved in running your business, you have to be realistic about how much you can take on. Some valuable experts to have on hand when starting a furniture business include:
- Web Developer
- Content writer
- Graphic designer
- SEO expert
- Digital PR specialist
- Social media manager
Consider if you have existing skills in any of these areas and if you are able to outsource any work to a furniture marketing agency or to freelancers. All of this depends heavily on your budget.
Content Format
Once you’ve outlined your KPIs and internal resources, you need to decide which content formats to focus on first. To do this well, consider where your target customers are located, the types of apps they use, and the style of content they are most drawn to. Content formats you can use include blogs, case studies, infographics, videos, podcasts, newsletters, and more.
Furniture Advertising Strategies to Increase Sales
Now that you have a good idea of your goals and objectives for your furniture business, it’s time to get inspired! Here are 5 suggestions for how to advertise your furniture business online in 2024:
1. Optimise your content
If you are starting an eCommerce furniture store, it goes without saying that your website needs content to begin attracting the eyes of users. At Embryo, we’re all about producing high-quality content that follows Google’s E-E-A-T guidelines. This means that your furniture business should produce content that demonstrates Experience, Expertise, Authority, and Trustworthiness.
Think about how your furniture brand stands out from the rest – is there a style of home decor or a manufacturing process you know about that makes you an expert in the industry? Transfer this knowledge into your furniture advertising campaign by writing engaging content that shows readers you’re the right brand to purchase from. By doing this, you can help navigate users through the Messy Middle of the buying journey, taking them from the exploration stage of purchasing to securing sales on your website. Content is also what allows your website to rank on Google, so you need to make sure you’re using the right keywords to target your audience.
Examples of furniture content marketing you can use include:
- User-Focused Blog Content: These are informative pieces on your blog that target keywords with informational or commercial intent, e.g. ‘bedroom decor ideas’, ‘best ways to light up a dark hallway’.
- Keyword-Rich Pillar Pages: These are the main category pages on your site. You should optimise these to target the relevant keywords for your product and give customers all the information they need before they purchase, e.g. by creating a fleshed-out FAQ section.
- Guide Content: This is a power page made up of long-form, evergreen content that showcases your expertise. It should be creative, provide unique insights and use accurate data.
- Brand Pages: These are the pages that inform readers about your brand (e.g. ‘About Us’, ‘Our Team’). While these aren’t likely to rank for your product keywords, they’re an important part of the user journey and you should try to make these as impactful and reflective of your brand as possible.
In this day and age, a large portion of your customers can be found on social media. In 2024 users are searching and buying on TikTok more than ever, and other channels like Instagram, Pinterest, and Twitter are still great ways to attract attention to your business. You can drive more traffic to your shop either organically, by posting photos and videos, or by launching a social media ad campaign. It is best to combine these to establish a social media presence that both engages with customers and effectively drives users to your landing pages.
There are a million ways to promote your brand on social media, and in such a competitive landscape, creativity is key. Remember – most people on social media aren’t actively looking to purchase something, they’re there for entertainment, so coming up with engaging ways to showcase your products is key.
Take as inspiration this TikTok video from Anthropologie showing off their kitchenware collection:
@anthropologieofficial Your tea time is ready 🫖 Serve up garden-party goals with our Faye collection. #Kitchenware #AfternoonTea #Teapot #AnthroLiving ♬ love song (hesitations) (sped up) – Lofuu & Shiloh Dynasty & dprk
This video allows the products to speak for themselves and encapsulates the brand’s aesthetic by showing the cute and calming appeal of their products.
Many brands also use humour on social media to stand out. The restaurant chain Wendy’s has been praised for years for their funny and on-trend twitter marketing:
Put out garlic fries and didn’t even think about how it would make the vampires feel. My bad, y’all. That one’s on me.
— Wendy’s (@Wendys) January 31, 2023
https://x.com/Wendys/status/1748061377682387211/photo/1
Think about how you would like your brand to be perceived, and choose a social media strategy that works for you. Don’t forget that this is also the best channel to interact with and get feedback from your customers, so be sure to respond to comments and keep users engaged with things like Stories and polls.
3. Get mentioned
Any good SEO will tell you that backlinks are a vital part of improving your eCommerce website’s authority and rankings. However, it’s important to do this organically and avoid falling prey to black-hat SEO practices like link farming or link swapping. You can acquire links from other websites by:
- Creating a useful tool on your website, such as a quiz or 3D model.
- Publishing well-researched articles that attract media attention.
- Writing a press release.
- Writing stats-based content to be a source for bloggers and journalists.
- Launching creative social media campaigns.
- Writing guest posts on reputable websites.
4. Make use of PPC
Pay-per-click advertising is an effective way to guide search engine users to your site. This strategy allows you to pay a fee to have a page on your website displayed at the top of results pages when a user searches for a specific keyword. To launch a successful PPC campaign for your furniture business, you should think about:
- The search engines your customers use: It goes without saying that Google is the web’s go-to search engine, but you can also target customers on other platforms such as Bing or Facebook. You can even use Facebook Ads to advertise on Instagram. Consider the different channels where you can find your ideal customers and plan your PPC campaign accordingly.
- PPC landing pages: These are the pages a user ends up on after clicking your ad. You should make these as effective as possible through quality imagery, well-written content, and seamless user experience.
- Headlines: Since PPC ads rely on their appearance in search results to draw in users, you should use an effective headline, description, and call-to-action that appeals to your target audience.
- Retargeting: If you’ve noticed that a lot of users are clicking onto a specific product on your furniture store but not making a purchase, you can implement PPC retargeting to secure conversions from interested customers.
5. Technical Optimisation
Whatever furniture advertising strategy you choose to employ, maintaining a technically healthy website is essential to getting conversions and ranking on Google. You should make sure that your website is loading quickly on both mobile and desktop, and that search engine bots are able to easily crawl and index your site. Google’s PageSpeed Insights tool is a great way to check for any issues that may be slowing down your furniture eCommerce store, such as large images or unnecessary JavaScript files.
Other technical optimisations you may want to carry out include:
- Security: Security is a key ranking factor for Google and it’s important to make your site as secure as possible. Make sure that SSL is installed on your server so that your data cannot be intercepted on the site. A secure site will have HTTPS in its URL, not HTTP.
- Site Structure: Your site structure should be organised logically, with subcategories and products sitting under the appropriate pillar pages. You should also signal your site’s structure to search engines through breadcrumbs.
- XML Sitemaps: A healthy XML sitemap should include all indexable pages on your site and not contain any redirects or 404s. These are very important as it’s the easiest way for search engine bots to crawl and index your site.
- Internal Linking: While the main pages on your online furniture store will probably be well-linked, some of your lower level pages may struggle to get indexed by Google due to not being linked to. We call these ‘orphan pages’, and advise adding internal links to them so that they can be found by Google.
Conclusion
In this blog, we have gone over the best ways for you to plan and execute an effective furniture advertising strategy. By thinking carefully about your goals as a furniture business and the resources available to you, you can be sure to start a furniture marketing campaign that turns online users into valued customers. Remember to consider all the different marketing channels at your disposal and select the one that suits your brand the best!
If you’d like even more information on how to advertise your furniture business online, we can help. Embryo is an award-winning digital marketing agency with extensive experience in furniture advertising, and you can trust us to find the furniture marketing strategy best suited to you. Reach out to us via email at [email protected] or by telephone at 0161 327 2635.
