Paid advertising is a great way to drive consistent traffic to your website and increase conversions. However, with all the different ad platforms at your disposal, it can be difficult to know which one you should focus on. The truth is that for every business it is completely different.
It all depends on the type of business you have, your industry and who you are trying to reach. Sometimes it is better to target various ad platforms instead of only one. The best platform for a SaaS business can be entirely different than what would be best for a company within the furniture industry.
This is what this article will help you decide. It will take a deep dive into how you should choose your ad platform, what factors you should keep in mind and what some of the best choices are for furniture stores.
Choosing The Right Marketing Channel For Your Furniture Business
To get the most out of online advertising, it is crucial that you choose the right marketing channel. Without it, your money is essentially going up in smoke. Some businesses pour thousands of dollars into the wrong platform — unknowingly — just to see little or no results. Naturally, many of them then arrive at the same conclusion that paid advertising does not work.
This is simply not true. If you focus your efforts in the wrong place, chances are high that they are going to fail. So, how do you know which pathway to take? Well, as with most things, you start with research. The first step is to clearly define who you want to target. In other words, who is your target customer?
Is it people interested in modern furniture, vintage furniture, individuals looking for hand-crafted home decor or other businesses? If you are unsure about this, ask yourself this question, “For who am I manufacturing the products I am trying to sell?”
After you know your target audience, you need to figure out what problems they have, where they spend their time and what content they are interested in. Doing all of this research will help you determine the type of message to craft as well as which platform you should prioritise.
In addition to helping you determine the correct advertising platform, it can also reveal an appropriate budget for the platform you are considering. While all of this is certainly not an easy process to undergo, it is a crucial and necessary step you should take.
If you are still unsure of which marketing channel is correct for your furniture store, allow us to assist you. Snowball Creations is a digital marketing agency with years of experience in paid advertising, especially within the furniture sector. Contact us today and let us help you target the right channel for your brand that will yield the most results.
5 of The Best Ads Platforms for Furniture Brands
As stated previously, there are several ad platforms that brands can choose for their digital marketing strategies. Each with its own pros and cons that companies need to consider. Here is a quick run down of options that are popular with businesses in the furniture landscape.
1. Google Ads
To kick off this list of the best ads platform for furniture brands is Google Ads. It is a great platform that can show tremendous success when utilised properly. The thing to keep in mind with Google Ads is that it is all about search intent. You want to ensure that you focus on relevant keywords that your target customer would use in their search queries.
While this is crucial for all ad platforms, it plays somewhat of a larger role in Google Ads. The way this platform works is that it shows your ads to potential customers who are actively searching and looking for furniture items in the search engine results. This means that when a prospect conducts a Google search and your ad pops up, the people seeing it likely have strong purchase intent.
Thus increasing your chances of a conversion. In addition, Google Shopping makes it easy for users to quickly see key details of your products such as the specifications and the price. Allowing them to quickly come to a decision and making online furniture shopping an easy process for them.
2. Instagram and Facebook Ads
Next up on the list is Instagram and Facebook (Meta). While these are two different social media platforms, when it comes to marketing, they are very similar to one another. Both options are owned by the same company and are a great way for furniture stores to showcase their product offering.
Instagram applies a larger focus on visual content and is the perfect place for brands to demonstrate the build quality of their home decor items. The aim should be to use high-quality images and videos that make it easy for users to inspect the workmanship. Furniture businesses can create content about DIY projects, useful tips and even room transformations.
Facebook on the other hand offers a wide variety of different ad formats — image ads, video ads, carousel ads, and more. This allows brands to create campaigns that focus on different parts of the customer journey. Companies can also experiment with the different ad formats to determine what resonates the most with their clientele.
One excellent feature that both social media platforms offer is the ability to make purchases directly on the app. This makes it easier for clients to quickly buy an item instead of going through a funnel where distractions can often deter potential customers from converting.
3. LinkedIn Ads
LinkedIn ads are a great option to consider for brands that target other businesses, such as companies looking for office furniture or custom solutions for commercial spaces. Generally speaking, if B2B sales are your focus, you can’t go wrong with LinkedIn ads. This platform allows you to target your ads based on the type of industry, job titles, business size and even specific companies.
This precision targeting is particularly valuable to furniture stores that offer specialised products to corporate clients. This could include selling custom conference tables, ergonomic office chairs or other larger-scale furnishing projects. LinkedIn allows you to put your ads in front of the right people at the right time.
In addition, with InMail campaigns, you can send personalised messages to key businesses offering them a tailored solution based on their business needs. This platform also encourages content that provides valuable insights into business operations. Furniture brands can use this opportunity to their advantage by positioning themselves as experts within their industry, which will help them build credibility and attract more clients.
4. TikTok Ads
TikTok is another social media platform that makes sense for companies in the furniture space. The platform is well-known for the highly engaging and creative content that it offers. Companies can use TikTok’s short video format to create content that showcases their products in a unique way.
These could include helpful tip videos, creative DIY home projects or even before-and-after wood furniture restorations. TikTok’s algorithm is more interested in content that engages users than anything else. This is a good thing as this creates the possibility of quickly going viral, which would result in massive exposure.
This makes the platform an excellent choice for furniture companies that want to increase awareness, especially if their target market is a younger audience. Also with the integration of TikTok Shop, users can quickly carry out purchases without leaving the platform. This makes it easier for brands to directly sell to their audience.
5. Pinterest Ads
Pinterest is a platform that is often shoved aside when it comes to marketing, but for many companies, it can be an option worth exploring. The thing is that Pinterest is the go-to place when people are planning to make a purchase and looking for inspiration, especially with DIY projects and home improvement.
It is also an excellent form of search engine advertising. This provides furniture stores the perfect opportunity to take advantage of. They can strategically use the platform to capture the attention of users and guide them through a purchasing funnel. With the help of rich Pins that pull product information directly from your website, users can make informed decisions without leaving the platform.
The same thing applies to Shoppable Pins. Users can make purchases directly through the platform which reduces the friction that people can run into in the buying process. These types of pins can expedite the process going from inspiration to purchase. For brands interested in advertising furniture, Pinterest can be a solid choice.
Finding The Right Marketing Channel For Your Furniture Store
As explained above, there are various types of marketing channels you could examine for your business. With how competitive the digital landscape has become, it is a choice that requires careful consideration. Remember to also explore the possibility of using multiple platforms like Google Ads, Instagram and Meta. The most important thing to keep in mind is who your target audience is and what type of message you want them to see.
With proper research, you’ll be reaching your target client, through the most effective platform, in no time. Here at Snowball Creations, we are always eager to help brands reach their maximum potential and see their ad campaign success snowball. If you are still having trouble finding the proper marketing channel for your furniture business, fill in the contact form below and let us help you get on the right track.