In addition to guest posting on the UpCity blog, Ollie Marketing is featured as one of the Top Digital Marketing Agencies in the United States. Check out their profile!
For digital marketing, there is no one-size-fits-all strategy for all businesses. The reality is some company types will see better results from one approach, where others generate the best results from another approach. It really depends on the customer base.
It’s important for any business developing a digital marketing strategy to research case studies and guides on similar niches or industries. In this guide, we will look at furniture marketing, and dive into some of the marketing channels that we’ve seen the best response from when marketing furniture products.
Search Engine Advertising
October 24th, 2004, is a day that digital marketers will remember as it marked the introduction of the internet’s first self-serving ads platform, Google Ads (Formerly Google Adwords.) Since then, businesses of all shapes and sizes have used Google Ads to advertise online. Google Ads has proven to be a highly effective tool for the furniture industry. Furniture retailers can Google Search to grab the attention of potential customers as they search for furniture showrooms near them.
Google Display can be used to place banner ads around the internet to drive website traffic. Furniture companies can create video assets to use on Google Video ads. Now, Google even offers an e-commerce vertical called Google Shopping. Each of these campaigns can be extremely effective when trying to reach your target audience.
Google Search
For those looking to build a furniture marketing strategy, Google Search should certainly not be overlooked. Google Search ads can help you catch customers’ attention at the exact time that they are searching for what you have to offer. For instance, perhaps your Seattle-based furniture showroom carries top grain leather sectionals.
Tap into the local searches in this area for “leather sectionals near me” and “sectionals near Seattle” to show these browsers that you carry what they seek. Site extensions can be added to Search ads to display important information within the ad like your phone number, address, reviews, and site extensions.
Google Display
The Google Display network is another area of the internet that can be tapped into to improve your furniture marketing strategy. Google Display ads are banner advertisements that websites rent space for via Google AdSense. Furniture has a major visual component: keywords can’t portray quite as much as static or animated images. Google Display ads can be placed and shown to an audience that you create. Audiences can be refined by limiting age, location, gender, and interests. In addition to these audience parameters, remarketing audiences can be built to strictly show your ads to previous website visitors.
Google Video
While Google Display focuses on static image assets, Google Video is strictly for video ads. Google Video ads can be found on YouTube either in-stream or the side panels. One nice element of Google Video campaigns is that you can create remarketing audiences just like within Google Display. If you are a furniture retailer with a sale event happening, you can create a video ad to promote it to everybody who has shown interest in your business already with a remarketing campaign.
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Social Media Advertising
Social media platforms like Facebook, Instagram, and TikTok have proven to be fantastic digital ad verticals for many businesses. In the furniture sector, social media ads can be extremely effective if built properly.
Facebook and Instagram Ads
Facebook and Instagram are two of the most widely used social media platforms in the world. As a result, it’s no surprise that these advertising platforms should be considered in your furniture marketing strategy. Like Google Display ads, promotions on these platforms are visual. Businesses can use image and video assets to build advertisements.
Audiences can be narrowed down by interests which include furniture-related interests such as “midcentury modern”, “home improvement” and “modern furniture.” E-commerce furniture brands can connect online shops right into Facebook to create dynamic ads showcasing specific products. If you are building your digital marketing furniture strategy, you should consider allocating some of the budgets towards Facebook and Instagram ads.
TikTok
The new kid on the block isn’t as new anymore. TikTok, which began with a younger user base, has expanded and is not being used by people of all ages around the world. In addition to individual users, TikTok can create a business account to represent your company. Much like Facebook Ads Manager, TikTok has a self-serving ads platform that was unveiled back in 2020.
If you are working on a digital marketing strategy for your furniture company, consider using any of these platforms to improve your results. Google, Facebook, and TikTok are all platforms that can help you to tap into your target market and grow your brand.