In recent years, custom furniture has become the main bet of the furniture sector in the country.
A survey conducted by IEMI Market Intelligence shows the evolution of supply and demand in this segment: by the end of 2015, 8.8% of the total furniture producers in Brazil were manufacturing custom furniture, which was sold by 15.4% of the stores in the country, corresponding to R$13.4 billion in sales.
According to the director of IEMI, Marcelo Prado, "the custom furniture segment has managed to differentiate itself from other segments by using its own sales channel, adding a high degree of customization and services to the products, providing an excellent shopping experience for consumers."
With this more than favorable scenario and the resumption of real estate sales, the estimate is that the demand for custom furniture will grow even more, generating numerous business opportunities for those who invest in the sector. The question is: how to take advantage of all this potential?
Today, one of the most efficient ways to stand out in highly competitive segments is digital marketing. However, to capture leads through the internet, it is not enough to have a website; it is necessary to outline a strategy aimed at conversion, according to the specificities of your business and audience.
Now, let's see some ways to capture and nurture leads for custom furniture stores:
Much More Than a Website
Having a website for a custom furniture store requires that it be developed especially for the type of audience you want to attract.
It needs to have an attractive and responsive layout, easy navigation, and fast loading times.
To generate conversions, it is essential that it has a contact form, with a call to action encouraging the visitor to fill it out in exchange for a quote or consultation, for example.
Having a blog with tips on furniture and decoration can also be a good idea, both to generate organic traffic to your site and to stimulate purchases.
SEO for Custom Furniture Store Websites
Optimizing your store's website will be crucial for it to be found in organic search results. For this, it is necessary to apply SEO techniques well, such as using the most searched keywords by those looking for custom furniture, and other relevant points that can be identified and implemented by a specialized SEO consulting service.
Paid Advertising
For those looking for a quick way to generate leads for their custom furniture store, paid advertising is a great option. You can choose from various types of ads on the Google Adwords platform or opt to capture leads through Facebook Lead Ads. With the advantages of investment control and well-refined targeting, which often guarantees a result of up to 30% effective sales from the total leads generated.
Invest in Your Custom Furniture Store's Social Media
Social media marketing is widely used to nurture leads, but it can also be a great channel to capture them, promote offers, and establish a differentiated and closer relationship with your future customers.
A page with good content makes your entire marketing strategy more relevant, as usually the first thing a user does upon seeing an ad is to look for the store on social media, and it is not uncommon for them to reach out through inbox messages or comments.
Moreover, custom furniture is part of a segment that needs to have quality products and impeccable service, and the power of social media in building your reputation should not be underestimated; on the contrary, social media is the ideal place for you to showcase the satisfaction of your previous customers, thereby attracting new ones.
Inbound and Email Marketing
How many quotes does your store make per day? Now think: how many of those quotes are actually converted into sales? Certainly, not all, perhaps not even half, and this is the importance of nurturing your leads through inbound and email marketing. Through these methods, it is possible to follow up with those leads who are not yet ready to buy, but with the right sequence of content, they will realize that they really need custom furniture and that your store is the right place to buy it.
Don't forget that if this lead has reached you, it is because their interest has already been sparked, and even if they do not buy at first, that interest still exists; in other words, if you do not take advantage of it, your competitor will.
What are you waiting for? Talk to one of our consultants right now and find out how to make your store a reference in custom furniture.