As a home furnishings owner and retailer, you know that effective marketing requires a multi-pronged strategy to reach consumers. However, enhancing those strategies in a meaningful way can seem daunting. You may feel that your current messaging and channels are already saturated. But with some thoughtful planning, you can layer in new angles that complement and build upon your existing efforts. In this article, we provide a five-step plan to refine your furniture marketing approach. Throughout this series you will be given specific steps and action items that will allow you to  strengthen your messaging and expand your reach while maintaining simplicity across platforms.

Part 1: Conduct an Audit of Your Current Furniture Marketing Strategies

Part 2: Define Your Target Audience and Ideal Customer Profile

Part 3: Develop New Messaging That Aligns With Your Furniture Branding Strategies

Part 4: Identify Additional Marketing Channels to Expand Your Reach

Part 5: Continually Test and Optimize Your Furniture Marketing Strategies (going live on March 30th at 8 AM EST)

Part 1 – Conduct an Audit of Your Current Furniture Marketing Strategies

To enhance your current marketing efforts, you must first analyze what is working and what needs improvement. Review your website analytics to determine the effectiveness of your content and advertising. See which products and categories are generating the most interest. Identify gaps where you could be attracting more customers.

Evaluate Your Digital Presence

Analyze how people are finding your website and social media profiles. Ensure your business profiles are claimed and optimized with relevant keywords, a professional logo, and a compelling description that matches your brand message. Look into and find out the following:

• Has your website be submitted to Google Search Console and do you have access to it? This will paint the picture of what keywords are showing your organic listings and what ones are not.
  • https://search.google.com/search-console/about
• Go back and read your reviews on Google, Yelp and Facebook from 2017-2019 before the world went sideways. What did you do well? Where did you fail? What did customers love about shopping from you.
• Study other industries that you think are HOT in commerce by looking at Google Search Trends (https://trends.google.com/trends/) to identify the related queries and trends you can capitalize on related to the industry.

Assess Your Advertising Campaigns

Review the results of your current advertising to determine the ROI. See which campaigns are most effective at attracting high-quality leads and customers. You may find opportunities to scale winning ads or make adjustments to underperforming ones. Consider testing new platforms or ad types to reach more potential customers.

• Look at sales performance verses advertising spend by the week and cross reference that with the categories/brand that saw positive and negative results.
• Look at performance through the lens of recency verses year over year. Small victories can be enhance or small setbacks can be avoided if we let the performance of the last 3 months be the lens to evaluate the future.

To Sum It Up:

By conducting a comprehensive audit of your current marketing activities, you will gain valuable insights into what is working and how you can enhance your strategies. Focus your efforts on the areas with the highest potential for growth and make data-driven decisions for the best results. With consistent evaluation and optimization, you can achieve sustainable success