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Megan Prangley
by Megan Prangley
on April 7, 2017

Furniture manufacturers, we know you work hard every day assembling unique pieces, cutting, edging, staining, sourcing supplies, collaborating with clients, the list goes on and on. When your day is jam packed with time-sensitive and essential tasks, it's easy to let marketing fall by the wayside. Inbound marketing presents many solutions for furniture manufacturers, continue reading this blog for an outline of quick tips to improve your marketing initiatives and download our free eBook for a comprehensive breakdown of how inbound can make your life easier.

Want a more in-depth look at inbound for furniture manufacturers? Don't miss our Handbook

Why Inbound Marketing?


Lead generation and maintaining a loyal customer base is a struggle in today's global economy. So, how does inbound produce leads significantly better than outbound methods? Inbound is tailored to the buyer, addressing their pain points, and building trust so they're more likely to make a buying decision with your company. Outbound marketing includes actions like cold-calling, buying billboards, TV ads, etc. These methods are harder to track and can be intrusive to consumers. Inbound methods include writing a blog, creating eBooks, targeted email campaigns, connecting on social media, and much more.

Inbound methods help attract your perfect customer by tailoring content to them. Traditional marketing takes a wide-net approach of broadcasting your message to the masses with as much common appeal as possible. Inbound marketing takes time to identify who a furniture manufacturer's customer is and what makes them tick. For this reason, companies who utilize inbound are four times more likely to call their strategy effective according to the State of Inbound report from Hubspot. There's a lot more about inbound for furniture manufacturing in our eBook, check that out here. Now that we're all on the same page about inbound let's go over some tips for an effective campaign.

1. Have a Strategy


Okay, we get it, you're excited to start generating leads, and you want to see ROI immediately, but it doesn't work like that. When it comes to inbound, it's entirely true that when you fail to plan, you're planning to fail. Even at ManoByte, we spend months diving into strategy and development to custom tailor a campaign to meet expectations. Take the time to decide key performance indicators, target persona, and goals with each inbound campaign. Don't commit to one strategy forever; your goals should change as time goes on and you've had a chance to analyze your success. It's a slow process, don't get discouraged if your profits don't skyrocket overnight. 

2. Make Goals "SMART"


What's a SMART goal, you ask? It's an acronym for objectives that are:
  • - Specific
  • - Measurable
  • - Attainable
  • - Realistic
  • - Timely
Every campaign you create should have a SMART goal associated with it. Usually, they focus on increased site visits, contacts, or customer acquisition. For more information on SMART goals, check out the Furniture Manufacturer's Handbook which goes into more detail about developing, documenting, and analyzing SMART goals. 

3. Post on Social Media


There is a looming misconception that your target personas aren't on social media, which ManoByte has dispelled in many blogs, but for good measure, we will say it again: Your target persona is researching online and using social media to decide where they want to take their business. For a creative and visually inspiring industry like furniture manufacturing, it's a crime not to use Instagram.

Instagram has 500 million monthly active users. (Statista, 2016) The platform allows you share a photo right from your phone, which is great since your smartphone likely has a good camera built in. The editing tools are easy, and hashtags provide excellent visibility for your content. Share product photos, new launches, and especially videos on Instagram to attract prospects. 

LinkedIn is another platform that furniture manufacturers should not overlook because it's the only social channel where usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds. (Pew Research Center, 2015) Can you say, hello target market? Try getting involved with LinkedIn groups that your target persona might also be in and get involved in the conversation. If you have to pick and choose where to invest the most time on social media, Instagram and LinkedIn are great places to start promoting your inbound content. Facebook and Twitter are also staples of social media for inbound. Remember, you don't have to post every second, but sharing great content daily will help improve brand awareness and lead generation. 

4. Utilize Your Website 

A business website needs to do more than sit and become outdated. Your website holds a lot of valuable information, such as product specifications, customer testimonials, and company contact information. Without gating any of your targeted inbound content, you're letting leads slip right through your fingers! Design landing pages and CTA's on your website to guide strangers to your content and convert them into leads. Consider adding a business blog to your site, contributing new content to your site that's keyword rich will help improve brand visibility through search engine optimization.  

Inbound marketing holds great value for furniture manufacturers, especially when a website is built and leveraged through software such as Hubspot. Not only is it helpful to track success metrics in Hubspot, but there are also many tools for automation, allowing you to save time. This is just scratching surface when it comes to inbound for your industry. Don't forget to grab the eBook, all of these tips are further outlined for your convenience and easy implementation in your everyday business life. Click on the button below to get the free resource now. 

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Sources: 

Can Industrial Manufacturers Benefit From Inbound Marketing?

Solutions to 5 of Manufacturing's Biggest Pain Points

THE ULTIMATE LIST OF MARKETING STATISTICS

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