Effective Digital Marketing Strategies for a Mattress Store
It’s not enough to have a beautiful website or a social media account in order to compete in the dog-eat-dog mattress industry. To ensure you rise above your competitors and gain a strong, firm foothold in the digital world, you need to implement digital marketing strategies that are sound and well-planned. Let’s take a look at some of these digital strategies.
Core Digital Marketing Concepts for Your Mattress Business
A comprehensive discussion of digital strategies is beyond the scope of this article; there is an infinite number of ways to put your name out there in cyberspace. In addition, each business has its own way of creating, implementing, and analyzing its own strategies.
Fortunately, there are common denominators that form the core when it comes to effective digital marketing strategies. Note that the tips below assume your mattress business already has a live website and several social media accounts.
Provide value for your customer’s money
Every mattress company markets their products as high-quality. That’s good, but that’s also a given. Proving good quality sleep products is actually already expected of your business. So what should you do so customers will remember your business? You need to provide them with things that give them the most value for their money.
For example, you can put the ultimate mattress selection guide or an app to help customers find the right mattress for them. Perhaps you can include some sleep resources so customers would know how to have a healthy, good-quality dose. With these ideas, you provided more than just a high-quality mattress.
Provide top-quality content
The meat of any website, Facebook Page, Instagram account, LinkedIn profile or other social media platforms is content. Your content doesn’t just give your viewers descriptions about your business and products. You need to structure your content so it’s actually interesting, relevant, and useful to viewers.
Rock star, regularly updated content attracts and retains customers. That’s why businesses invest a lot in content marketing by hiring skilled writers, video producers, photographers, graphic designers, and content managers.
Use search engine optimization (SEO)
Search engine optimization (SEO) is a set of techniques that optimize your website or content so that it appears on the first page of a search engine results page (SERP) when certain keywords are inputted in a search engine. Let’s say your company sells eco-friendly latex mattresses. Optimized properly, your website should come out on page 1 of a SERP if the words “eco-friendly mattress” are typed on the search field. When you optimize your site, it’s tremendously important to employ sustainable strategies for boosting organic search rankings.
SEO is a very powerful marketing tool. But it’s also incredibly complex because you need to have comprehensive and technical knowledge of ever-changing search engine algorithms. It takes a lot of time to learn about search engine algorithms, the technical side of SEO, keyword research, and more. As a result, most business owners hire SEO experts to do the job.
Engage with customers
Your social media platforms are not just for advertising your mattresses. It’s there to interact with your customers; that’s why it’s called “social.” Social media allows you to learn who your market is, get in touch with your market, and share updates about your business. Don’t just bombard people with your ads.
Social media marketing is an important strategy to increase and retain your audience. It allows you to optimize multiple social media channels to raise awareness of your business.
Find the right audience
Social media platforms have tools to help you connect to the right audience. Facebook Ads, for example, allow you to focus your content on the types of people you want to reach out to. If you want to target new homeowners since they’re most likely to buy a new mattress for their new home, you can do that in Facebook Ads. You can define your ads’ goal, who you want to show the ads to, where you want to show your ads, how much you’re willing to spend, and so on.
Do email marketing
In addition to homeowners, a massive market for your business to check out would be hotels, resorts, and other establishments involved in the hospitality industry. They’re a great market because these businesses buy mattresses in bulk. They also change these mattresses regularly as they get worn out after serving so many guests.
You can reach out to these businesses via email campaigns. This allows you to send proposals, advertisements, promotions, newsletters, and other content to market your products. You can also do a “drip” campaign wherein you sustain or gradually increase their interest in your business by sending them strategically composed emails over a period of time.
Try influencer marketing
Reach out to popular bloggers, vloggers, and other influencers. Through their channels, they can promote your product to their followers.
The good thing is you don’t spend a lot—in fact, in some cases, you don’t spend a cent. You simply provide them a sample (in this case a mattress), let them experience it, and let them share their thoughts about your product with their followers.
Digital marketing is often dubbed as the Wild West of marketing, especially to the new business owner. But by understanding its concepts and implementing the cores above in all your upcoming strategies, you lay a strong foundation for the success of your mattress business in the competitive battleground of cyberspace.