There are quite a few companies offering various high-quality furniture on the Internet. Because trading platforms fight for each client, attracting with original offers and unique opportunities. You can get an advantage among competitors, thanks to the promotion of a furniture salon. For example, you need a kitchen, or a table, or a closet for a bedroom - you can find all this on the Internet by entering the request “buy a closet, wooden tables for the kitchen”, etc.
The feature of furniture search engines can be conditionally divided into 3 groups:
- A request that is related to a specific type of activity: a furniture store, a salon in the Moscow region.
- Request by type of furniture itself: buy a kitchen, a wooden table, a metal cabinet.
- Query by name of furniture: Children's wardrobe Sofia, Prestige kitchen.
The promotion itself begins with the preparation of the site structure. Functionality is an advantage, and a large number of products with easy ordering is also welcome. We need unique texts for each category of furniture, taking into account search engines. It is also worth considering the fact that furniture can be different not only in shape, design, materials, but also in appearance and purpose. For example, for a bedroom, kitchen, living room, hallway, nursery.
- SEO for a furniture store and website optimization.
- Promotion in in social networks.
- Setting up contextual advertising.
- Regular content updates.
A set of furniture salon techniques and regular monitoring will provide an opportunity to get results and justify the investment in promotion. The way to promote a furniture site is practically no different from the promotion of other topics. Our CEO-company works with firms in large cities of the Moscow region: Lyubertsy, Mytishchi, Podolsk, Mitino and other cities. We offer a comprehensive promotion of your salon on the Internet and promotion in social networks.
A couple of months ago, I spoke at a conference for furniture business owners with the topic "Promotion of premium products through social networks." I was invited as a speaker by a company with which we had a successful cooperation. The meeting was informative for everyone. Personally, I understood it - many still do not realize that they can increase sales through social networks. That high-end products can be promoted through Facebook groups. That Instagram is an excellent platform for placing any product and that with the help of targeted advertising, you can increase the flow of potential customers dozens of times.
How to increase the flow of applications from social networks by more than 7 times in three months
Let's look at the example of my case, implemented just with a supplier of elite Italian furniture, who invited me to a conference. We had three tasks:
- Receiving a steady flow of requests for ordering various sets of Italian furniture, including kitchen sets.
- Sale of furniture for the current promotion
- Attracting potential customers to company events.
It is worth saying here that Italian luxury furniture is not at all the category that is widely popular among social network users. This is a complex and expensive product, the standard promotion scheme cannot be applied to it, and the potential consumer is very demanding. To achieve a result with such initial ones, careful preparation and precise execution are needed. I'll tell you how it was in practice.
My case
Initially, we identified an audience that might be interested in luxury furniture. According to the analysis, 45% of it was made up of people showing interest in expensive things (premium audience), 45% - designers, architects and decorators (audience by interests), and another 10% accounted for those close to the first two categories of users who showed interest in the site, groups or advertising of the company.
Next, we created groups by developing individual design that would make the company stand out from its competitors. The next step is a content plan, the purpose of which was not to show the goods, as in a shop window, but to interest the target audience. Include it in interaction with brand pages, make the brand itself recognizable and, as it were, “familiar” to potential buyers. Psychologists have long proven that we love what we are used to. Here, the quality of the content and its presentation came to the fore.
New subscribers came to the group and saw what they needed: articles and advice from leading designers, interior design options, full information about existing promotions plus additional promotional activities that we conducted ourselves, everything about caring for luxury furniture, reviews of products they are interested in, Photo and video original products and much more. They plunged into the life of the group, and with the development of this process, the flow of applications for the purchase of luxury furniture through pages on social networks began to grow steadily.
Campaign results report
Let's compare the reports for the first month of work and for the last reporting period (September 23 - October 20 and December 1 - 31, 2017).
The number of online applications increased by more than 7 times in 3 months, and the cost of each application decreased by 4 times from 544 rubles to 127 rubles. Considering that we are talking about a company whose average price for a set of furniture is from hundreds of thousands of rubles, the cost of attracting a potential customer of 127 rubles looks simply ridiculously small.
For example, according to advertisements for kitchens: in monetary terms, for only 16,600 rubles spent by a client to promote a promotion for kitchen sets, we managed to receive 25 applications with an average cost of a kitchen of 700,000 - 800,000 tr. And the cost of attracting one online application for this ad was only 664 rubles.
My secrets to promoting luxury goods on social networks:
- A luxury brand claims exclusivity in everything, which means that becoming a member of a social network - a community where communication has been and remains the highest value - it must acquire its own, unique "face" and "voice".
- Clients must become insiders. It is necessary to dose and carefully broadcast "secret" information through social networks: the announcement of new products, limited collections, production secrets.
- Engage users in direct communication with the brand. Create unique hashtags, invite customers to post photos of purchased products, post the best ones in your account.
- Hold promotions and other activities, invite designers to private events, communicate with clients in online chats. Keep in touch with them constantly, work on the possibility of making an instant purchase or choosing a product directly on the page.
The main thing that is required to promote the luxury category of goods is an individual approach and attention to nuances. If in the mass market it is permissible to act according to schemes, then in the upper price segment the choice of instruments cannot be typical. Each of them should be selected and customized for the specifics of the brand, not contradict its ideas and clearly demonstrate its mission, which we managed to do in this example.
We are constantly approached by furniture companies: Ellconte, Directoria-mebel, Mebsalon, Lazurit, City furniture studio. Each has its own priority area, for example, Ellconte deals with children's furniture, and Directoria-mebel - office furniture. Each had its shortcomings. For each client, having studied the characteristics of the company, we found an individual approach and helped each client increase traffic and sales.
Marketing strategy for online furniture store Directoria
It's all about technological progress. We are surrounded by smart gadgets and get almost all the information from the web. Libraries have been replaced by the Internet, gatherings in the yard have turned into gatherings in front of the monitor screen, shopping has become a “walk” through the catalog of an online store.
That's why in modern world most stores have their own online counterpart.
And Directoria, of course, had a website, but it was an empty and uninformative business card website.
Before starting our work
Here's what we did:
- conducted a site audit;
- researched competitors' websites;
- assembled a team consisting of designers (finishing the design), copywriters (writing selling texts), content managers (development of original and competitive content).
As a result, the site began to look like this.
After design development
After we changed the design, worked out the page structure and set up internal linking, the bounce rate decreased by more than 2 times. A bad site repelled visitors - no one stayed longer than a minute. Now there is no such problem. It is not difficult to guess that the percentage of conversion to the order has increased. And profit directly depends on it!
Conclusion: appearance site initially attracts a client and keeps him on the site. We redesigned the site, leaving the main idea and color palette, but even the elaboration of such small details had a positive effect on the attitude of customers. And sales, of course.
Website promotion for home furniture Lazurit
Those who work in the furniture industry know about the Lazurit company. This is the largest furniture sales network in Russia, which has its own production. After an in-depth analysis, we decided to refine the pages of the site to make it more pleasant for the visitor.
The white-blue page is suitable only for Dynamo fans
On home page Lazurit were placed best deals in this form. We renamed the block and changed both its design and the design of the entire site. In addition, we have worked on photographs: they have become more realistic, colorful and attractive.
Brightness! Contrast!
You can sell a huge amount of goods, while not attracting large budgets. The fact is that the promotion of a furniture site is definitely an intensive and inexpensive set of works for each owner, focused on attracting potential buyers. It is enough to order the promotion and promotion of furniture sites with us, and enjoy the positive dynamics.
For cooperation, please call:
+7 952 792 02 02 or write to [email protected]
A modern business cannot stay afloat without good advertising, most often, among different equal conditions, an advertising strategy plays a key role, it guarantees the success of a furniture company and its official resource. Regardless of what exactly the company does - it offers ready-made furniture from world manufacturers or produces furnishings on its own relics, you simply cannot do without a successful marketing strategy.
The cost of promoting furniture sites: from 24 000 rubles per month.
On this moment there are several leading ways to increase the level of sales of interior items, but I want to focus on the promising, moreover interesting way promotion - promotion and trade through the official website on the network.
Furniture marketing on the Internet will allow you to take advantage of the benefits provided by the World Wide Web, while the cost of such promotion will be significantly less than the publication of offline advertising.
Of course, one can argue for a long time how to stimulate the sale of furniture, how to really advertise the brand on numerous resources where various ads are published for free. It is not optimal to ignore forums and catalogs, bulletin boards, on such sites it is definitely beneficial to promote a furniture resource.
Publication of advertisements for a furniture store on pages that do not at all correspond to the subject of the work will turn out to be ineffective, it can become a simple posting of ads on a fence or a pole. It seems that a colossal work has been done, but there is no result, because the target audience simply ignores all this.
If you sell furniture, then website promotion will become many times more effective when you advertise them among people who are ready to purchase, and it is the online environment that makes it possible to segment users, address an ad block to a potential buyer.
Promotion of a furniture site - a channel that will help to contact the audience
The promotion of a furniture resource is able to correspond to the types of communications with the target audience in reality, sometimes it becomes an independent tool that helps to raise sales to a new level. The maximum of interested people will appear if your site appears in the search results, will be noticeable on the field with contextual ads, and will take its place on the YAN sites.
As for the latter, it is better to look for pages on which advertising about furniture is in demand, and the topics are interesting to visitors, we are talking about projects in design and home economics, construction. Advertising of children's interior items will justify itself where the resource is dedicated to kids, their development and education in general. In this case, she will have a special power, thanks to the appeal directly to target audience interested in the product. In principle, the promotion of a furniture store through search engines involves the main stages:
- determination of the goals and objectives of the portal, as well as promotion;
- auditing pages, identifying and eliminating major technological errors;
- compiling a semantic core, thanks to which promotion begins;
- optimization of content, as well as site code;
- improving the link popularity of the project due to a competent approach.
You should focus on each of the stages. It is better to think over the goals and objectives in advance, what the resource will fulfill, it will turn out to be the promotion of a furniture salon, or there will simply be a presentation page, the main task of which is to provide contact information potential client.
In the first case, you can not do without an information site, where the emphasis is on the description of the store or promotion, as well as attracting new customers through bright advertising or selling text. In the second case, attention is focused on an attractive, up-to-date catalog, through which you can order directly on the furniture website, as an option by phone.
In addition, it is not so much the salon that is advertised as the product itself, which is present in it. For this reason, it is best to focus on choosing key phrases that will sell home furnishings and increase sales, both through titles and descriptions, which help to attract customers who are interested in buying.
If the customer wants to advertise the salon directly, it is better to focus on common keywords, for example, to carry office furniture, then it will be possible to get a lot of traffic, but less conversion into buyers. Each described way in the sale of furniture needs advertising, but the owner must independently choose what result is needed in the end and solve the tasks.
When priorities are set and determined semantic core, the promotion of furniture begins, each product is supplied with a description with keywords, content is created for all pages of the resource.
Features of furniture site advertising, its optimization
We must not forget that search engines focus on the uniqueness of the text content, if the content is simply copied, resource optimization will be impossible. Office furniture, the same tables and chairs, products from the catalog must have a unique description, and not copied from other pages.
Articles and news that are exceptionally original are important not only for promotion, but also for visitors who appreciate the information content present on the site, because the opinion “I have already read this” only spoils the overall impression.
There are a huge number of ways to fill a resource with unique content, from writing it yourself to ordering it from Smarticle professionals. It is valuable not to forget that in addition to the parameters, among which are interest and ease of reading, the texts must have some key phrases, due to which the store's products are promoted, the content will be optimal, the user will get what he wanted.
Another interesting possibility, apart from the optimization of furniture sites, is, of course, contextual ads that appear on the search engine page, taking into account certain search queries. Thus, the advertisement of the furniture portal will appear before the user when he enters the appropriate request in search engine. This is enough fast method attracting potential customers to personal pages. This promotion is able to solve important problems:
- guarantees additional targeted traffic on the resource
- raises the site's rating in search engines, users visit the pages and all this has a positive effect on the behavioral factor.
Advertising is sometimes organized through the exchange of banners, as well as links with other resources, it not only brings additional visitors thanks to the links, but also increases the ranking in the search engine. Words that are used to promote furniture are usually embedded on relevant pages that respond to a specific query in a search engine.
