You own a furniture store. Your sales are decent, but they’re nowhere near where you want them to be. When it comes to marketing, you feel like you’re doing a good job…but are you? Or are you somehow making major mistakes that you just can’t see?
Retail marketing is slightly different from other forms of business marketing, like B2B or restaurant advertising. As a result, you can’t just pull any random marketing tip list from the Internet, incorporate the advice into your furniture business and come out with a successful strategy. We want to explore your furniture store marketing strategy and what you may potentially be doing wrong.
Sales Training Slacking
Not every marketing format you should be utilizing is digital or print. It’s great to take out newspaper ads for your local storefront, and it’s perfect that you’re posting incredible images on Instagram, but all of those sales pitches fall away once a customer walks into your store.
In short, your employees are suddenly the marketing vehicle. If they don’t know how to sell, your marketing is falling flat.
It’s not enough to just expect someone to know how to sell a couch to a newlywed couple or a bedroom set to a first-time home-buyer. Sometimes these things come naturally to someone, and other times sales isn’t an employee’s strong suit. Your marketing material doesn’t exist wholly online, so neither should your marketing efforts.
Here’s a sad truth you’ll have to get used to: markets change faster than your product inventory will. If you ever see a perfectly good item tossed into the clearance bin at your favorite store, the issue may not be that it’s faulty — just that it’s out of style.
Your market should always be who you appeal to first. Hanging onto products and certain styles is a stubborn and surefire way to lose clientele, as well as the ability to gain new customers. You also have the opportunity to find creative ways to sell old items while still restocking inventory. Selling furniture is a highly creative and visual business — we’ll leave that part up to you, the professional.
Right Marketing, Wrong Platform
You may have figured out all the right marketing moves. If that’s the case, why are your sales so low? The problem isn’t the marketing strategies that you have in place — it might just be where you’re putting them.
For instance, a furniture store may be able to find offices that need outfitting on LinkedIn, but they’re likely to find more interested clientele on a platform that’s more modern and visual, like Instagram. Smart marketers initially cast their marketing strategies into three or four different ponds; Instagram, Twitter, Facebook and LinkedIn being the most popular social sites. From there they use analytics to determine which sites are offering them the best ROI.
Your Website is Dated
This is especially important if you’re a “mom and pop” business owner and/or you want to diverge into the ecommerce market: your website can literally sink your entire business.
From issues like mobile optimization to dated product pictures, your website could potentially be a pretty nasty looking calling card if your consumers dare to visit it. Open your store’s website in a tab right now and ask yourself one question: what could be fixed on my site to make it better?
For some it might be the need to implement responsive design for mobile viewers (who are now the web-viewing majority, by the way). Other sites may need a much smaller facelift, like re-editing site copy that hasn’t been touched in five years. Websites matter, especially from a marketing perspective. Leave yours in the dust and soon your business will be dust.
These four marketing flaws and solutions can potentially put your furniture business back on the map. Once you’ve implemented the tips you need, come back and tell us how they worked out. Are your marketing efforts still offering lackluster ROI, or are you now king of your local furniture industry?
Looking for more ways to improve your marketing strategy? Learn how you can use facebook to attract more customers to your furniture store.