Furniture retailers have spent most of the pandemic growing their online presence and Generate more business and open new sources of income. But how much should a retailer invest in digital marketing first?
David Enos, vice president of digital marketing for Phelps Digital, one HFA Solution partnerand two HFA members talked about how much to invest with other digital marketing companies firstStrategies in last week’s HFA Live webinarCreate momentum with digital marketing. ”
Enos said the dollar amount isn’t as important as what retailers feel you can sleep peacefully with at night. “I would recommend everyone to start with a number in their budget that they are really comfortable with, that they are playing with, and that they don’t build until they’re sure it’s going in the right direction,” he said.
Much of the The retailers surveyed during the webinar – 58 percent – said they currently invest between 1 and 20 percent of their advertising money in digital marketing. Enos said retailers don’t have to start at that top number. “Make it your goal to get to 20 percent, but start with 5 percent or 10 percent and then really trust the results you want before increasing that amount,” he said.
Invest conservatively to get started
Josh Hudson, President of Hudson’s furniture In Florida, it is just as important to find a digital partner who is ready to work with your business what it is like to find the right investment amount. Y.You need someone willing to work with you to start small and then take it with you, ”he said. “Someone who comes in and says,” Oh, I have the magic number. It’s 25 or 30th percent Your budget’ or whatever it isHold on your wallet. Because you need to see what your results will be. ”
Cara Consigli, Content Manager of Circle Furniture, I Agree. She said Circle Furniture in Massachusetts is heavily investing in Digital Marketing these days because it has produced proven results. “However, if you’re talking about spending on campaigns and trying something new, we’re definitely going to be a little more conservative, “She said.” We’re not going to go crazy on anything until we see worthwhile results. “
Consigli saI would Circular furniture leans heavy in Content marketing, a strategy that hasn’t deviated in the past three years. This content includes blogs, videos, and social media. “Any kind of opportunity to interact with our potential customers online,” said Consigli. “We Have a dedicated content writer tworked with our design team and then we have a dedicated videographer who also works with our social apps. “
Hudson takes another tack by investing in paid search. He said that strategy has evolved over the past five years. “In the past, the goal was if you get a website, get that trafficor a certain amount of it would close it your shop“Said Hudson. Hudson said that hold stills true, but his company now uses google to measure that actual cost per store visit.
He said Google allows retailers to see pWhich campaigns, keywords, and devices are driving the most store visits in your business? and understand the full effect of the return on investment. “W.We make a more informed, smarter Decision now about our ads and how much We spend.”
You can hear the entire webinar and others archived Here.
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