How to Sell More Furniture Using Facebook9 min read
Unless you’ve been living under a rock for the past decade (goodness, I hope you haven’t been living under a rock. That sounds unpleasant), the majority of the people you know are on Facebook: colleagues, friends, family, acquaintances, etc.
Chances are pretty good that you’re on Facebook yourself — and that you use it as a primary means of keeping in touch with friends and family. In addition to that, folks like to keep up with current events and learn more about their favorite brands as well as new ones.
For furniture stores like yourself, Facebook has proven itself to be an extremely valuable tool. While it’s definitely true that we’re heavily influenced by posts from our friends and family (on Facebook), brands can also have a massive impact on our purchasing decisions and can even help stores sell more furniture.
Assuming your furniture store has a Facebook page of its very own, you’re probably using the page to attract new customers and retain customers who have shopped with you before. Naturally, this is essentially the entire reason to have a Facebook page in the first place.
Now, even if your furniture store does have a Facebook page to call its own, it’s possible that you’re not leveraging everything Facebook has to offer from an analytical, engagement and promotional standpoint.
Facebook is a very useful and powerful social media platform. If used to its fullest extent, Facebook can help your furniture store sell more furniture and increase ROI.
Try these tips to sell more furniture using Facebook:
Engage with Current Fans of Your Brand
One of the simplest things your furniture store can do is to engage in conversation with current Facebook fans. It could be as simple as getting consumers’ opinions on new inventory or even asking about their weekend plans.
Consumers like businesses that act like they’re human. Not only do consumers remember the human aspects of a business, but they remember the conversations they have with you, too.
When coming up with questions or ways to interact with consumers, think about what typically evokes strong reactions from people. What questions or comments result in more engagement? Experiment with different types of posts and whatever posts are the most successful, keep leveraging that “template.”
In addition to engaging with current fans, the more reactions or engagements your posts receive, the better your EdgeRank improves. For those who are unfamiliar with EdgeRank, it’s essentially a “score” that’s appended to certain posts that Facebook deems as relevant.
The higher the EdgeRank, the more often it’ll show up in people’s timelines. And the more timelines your furniture store’s posts show up on, the more fans and engagement you’ll accumulate.
While it’s worth mentioning that EdgeRank has evolved significantly over the years, popular posts that continue to gain traction will be the ones that are most likely to show up in someone else’s timeline.
Encourage Folks to Visit Your Website
Another thing that’s cool about Facebook is its ability to share resources with consumers. As you’re probably aware, it doesn’t do a ton of good to simply tell consumers to visit your furniture store’s website.
What purpose would it serve to the consumer to visit a website because you want them to? In order to encourage consumers to do something, you need to offer them something of value in return. Consumers simply won’t do something for nothing — and who can really blame them?
Obviously, you want your consumers to visit your website at some point, check out your store’s inventory and eventually, visit your store to make a final purchase.
One way to get consumers to visit your website is by incentivizing them with resources that make their lives just a wee bit easier. Whether it’s an organic or paid Facebook post, sharing your website’s different tools with Facebook fans is a great way to boost engagement and, naturally, website visits.
Assuming you have some interactive experiences on your website, you can encourage consumers on Facebook to visit your website to fill out an online assessment (Ex: “What is my design style?”), plan out the look of their room (Ex: Room Planner), or play an online scratch-off game for a chance to win money toward their furniture purchase.
If consumers are informed about something of value on your website, they’re more likely to engage with you online. When furniture retailers show Facebook visitors they offer simple, interactive solutions that can help them narrow down their choice of sofa or mattress, for example, it will help push those visitors to visit your website on their own and convert them to an in-store buyer.
Share New Inventory to Increase Furniture Sales
Did your furniture store recently stock up on a special collection of inventory? What about a fancy new recliner for game day? Whatever the inventory is, you should absolutely show it off!
Whether you’re using photographs directly from the manufacturer or you’re taking your own photos, it’s important to let your consumers know about new or special inventory at your furniture store. New things typically pique consumer curiosity.
Not only might these specialty items catch the attention of prospective customers, but it may very well encourage those consumers to visit your store in order to see and feel the inventory for themselves.
In addition to posting cool and/or aesthetically pleasing photos of new inventory, surrounding those pieces with a story or narrative can be quite helpful too!
For example: If we go back to the game day recliner example, you can say “Game day is right around the corner and we’ve got recliners for all your buddies.” These “stories” give consumers ideas on how to live better and entertain better. Just like your website experiences, your “stories” or comments encourage consumers to investigate further.
Use Paid Advertising to Boost Posts, Sell More Furniture
Like I mentioned before, Facebook is a social media platform that thrives on engagement. Although having an extensive audience is certainly important, the amount of engagement your posts receive is even more crucial to how many conversations your furniture store has with consumers overall.
One great way to increase engagements on your Facebook posts is by using advertising dollars to “boost” specific posts to consumers of your choosing. This is also known as Facebook retargeting.
Not only can boosting posts help get the attention of consumers who are already fans of your furniture store, but it can reach consumers who aren’t familiar with your store, its history and its extensive inventory.
Never Forget to Look at Facebook Page Insights
Last, but not least, Facebook can be great for learning even more about your digital consumer base. If you go into Facebook’s Business Manager, you’ll have access to your furniture store’s Facebook Page Insights; which will provide you with demographics that can help you craft appropriate messaging for your consumers.
In addition to better understanding Facebook users who like your store’s page, you can gain a better understanding of what posts performed well and which ones didn’t — thus, making it easier for your furniture store to find repeatable success with engagement and website traffic.
Although Facebook continues to evolve and make changes to its algorithm, it’s still an extremely useful platform for retail marketers. Facebook is an especially useful marketing tool for furniture retailers as it gives your store an opportunity to showcase inventory, as well as shopping tools and resources. More importantly, it allows your consumers to build a relationship with your brand.