Steps to Get Your Furniture Store’s Digital Advertising in Better Shape6 min read
Much like our expanded waistlines and decimated personal budgets after the holidays, the start of a new year offers a fresh beginning after a chaotic quarter, making it the perfect time to re-evaluate your furniture store’s digital advertising plan.
If you work out, you’ve probably noticed the increased wait times for the treadmill and crowded fitness classes this time of year, along with the onslaught of ads for new diets and gym memberships. People have good intentions when setting New Year’s resolutions, they understand the benefits and commit to getting fit, but it’s hard to sustain that motivation and often are overwhelmed when trying to decide which health improvements to make.
Similar to improving your overall health, digital advertising for your furniture store requires trying different things, changing your activities until you find the right fit — a combination of efforts to produce lasting results. If you’re out of breath already, don’t worry. With the technology available today, getting your home furnishings store fit with digital advertising doesn’t require breaking a sweat. It will, however, help your business live a longer, healthier life.
It’s time to take an honest assessment and see where you can streamline the advertising budget, trim some fat and identify some actionable steps to strengthen the performance of your overall digital marketing strategy. Here are some tips to get your digital advertising in tip-top shape this year.
Agility Benefits Your Digital Advertising Approach & Your Home Furnishings Customers
Embarking on the path to better digital advertising results necessitates adjusting different variables to see what works, such as time, money and the right channels to reach your customers. Various digital advertising platforms like Google Ads provide visibility into your efforts and help you determine which ads drive the most actual revenue.
Linking your digital advertising and website data using marketing intelligence and industry data results in deep insights to create better-targeted ads. You can take it a step further by linking that data to your company’s offline point-of-sale transactions to see which combination of ads actually produce revenue.
Joey Gunn, Vice President of Knight Furniture and Mattress says he was struggling to find the right mix of advertising for his furniture store’s online strategy. “There are all of these new advertising products constantly being introduced,” Gunn says. “It seems like they come up with something new for digital every week.”
Now that Knight Furniture has the technology to analyze their store and online data, Gunn can identify his ideal customer and predict the most likely path to conversion. He tweaks his digital marketing strategy to target shoppers where they are most likely looking online, based on consumer journey information collected through his website’s AI technology and connected marketing cloud.
“Which of our messages is working?” Gunn says while looking at his reporting. “Because not all ads are created equal.”
The benefit of digital advertising is the real-time data that allows your business to be flexible and adjust to what the data tells you about your customers. “I like using smaller digital campaigns as a pseudo focus group to gauge how audiences react to different creative, offers and messages,” says Justin Bowen, Web Content Manager at The Great American Home Store. “This helps us craft better traditional ads as well because the response and engagement metrics are there.”
Bowen adds that their furniture store’s digital ads offer an advantage over traditional media because changing or tweaking digital ads can be done “mid-flight.” With digital, Bowen appreciates the ability to remove the anonymity away from your audience, allowing for more transparency from beginning to end.
Track Consumers Across Digital Platforms for Better Visibility
For many businesses, connecting data to customers and leveraging it can prove to be challenging. With the right technology solutions, businesses can track consumers across devices and multiple visits to allow for more accurate ROI calculations and better lead information.
“We are constantly trying new media and new variations on that,” says Jon Greenbaum, Advertising Manager at Greenbaum Home Furnishings. “Digital data is very important. To be able to have a way to measure your efforts is definitely nice in this day and age. Digital marketing has come a long way in the last couple of years.
Measure and Weigh Your Digital Advertising Efforts for your Furniture Store
You want a diet or an exercise plan that produces results. You may modify and adjust your approach based on what the scale and measuring tape indicate. Determining which combination of digital advertising efforts work for your furniture store is just as important.
“Now that we have the right technology to analyze our data, it’s clear how much business we can attribute to the website and other online sources,” Gunn says. “We can actually see who landed at the front counter and brought something in our stores. I think that’s the ultimate metric that matters.”
What works for one business may not work for another and not all digital marketing is created equal. “There are too many nuances with each business scenario to paint in broad strokes,” Bowen says. “The important thing is to have an open and curious mind, while simultaneously valuing experimentation and iteration to uncover insights.”
These insights help with message creation. Bowen found that customers who are higher up in the funnel — or in the awareness stage — are more responsive to selection, while customers who have sought out specific products respond best to messages about fulfillment, delivery and product guarantees. Bowen stresses the importance of testing different content within your funnel to determine what resonates with customers.
Keep Your Furniture Store’s Online Ad Habits Healthy
Consistency remains the key to any fitness routine’s success. You’ve made strides, now you need to maintain what’s working. You’ve likely brought some healthy business habits with you as you venture into digital advertising.
While it’s important to evolve, traditional methods to reach customers should still support your digital efforts. “Whatever your message is, you need to make sure that it is consistent between all channels: digital, traditional media and in-store,” Greenbaum says. “Otherwise, your brand equity will diminish in the eyes of the consumer.”
Integrate ways to build relationships with customers into your digital marketing efforts. While you may have figured out a way to automate and adjust your messaging, be sure to keep the human touch.
“Brands that do a better job figuring out how to humanize their marketing-to-sales funnels are going to stand out from those who are only reacting to the customer, rather than proactively trying to build relationships,” Bowen says. “When the consumer feels you care, that makes them feel good about you and chances are you will win that relationship.”
To get started, make a plan, set your goals and stay on pace to achieve a healthier business in the year ahead. It takes some work, yet the results will be worth it.