Social Ads

How to scale your sales with Facebook & Co.

Digital change does not stop at any industry. The furnishing trade has also had to rethink in recent years and find new communication and distribution channels. Consumers have long since ordered books, clothes or the latest TV online from the comfort of their couch. When it comes to furniture, they often find it more difficult. They do their research online, leaf through brochures and compare prices before they take a closer look at the product in the store. Before buying, they would rather sit down and try it out – it's the feel that counts.

Apr 25 2022

In addition to classic advertising and online marketing measures, social media networks are becoming increasingly important for furniture retailers in terms of marketing. First and foremost, the large platforms of the meta group Facebook and Instagram. With the help of various ad formats, people can be addressed along the entire customer journey and products and services can be brought much closer to them than with other online marketing channels. But what should companies consider in order to use the potential of these so-called social ads for themselves? 

Define customised goals and target groups 

At the beginning there is the question: What do I want to achieve? More fans? More reach? More sales? Depending on the goal, different strategies and measures take effect. Therefore, you should be clear about this in advance to avoid costly course corrections. The good news is that the Meta Ad Manager, which is used to centrally create and manage ads on Facebook and Instagram, can help. It offers a selection of different advertising and campaign targets that automatically determine the options for the bidding, optimisation and payment strategy. 

In second place is the target group: While wanting to reach as many people as possible is understandable, it works little or not at all with Facebook and Instagram Ads. If you address a large target group, you end up paying for ads that are shown to users who are not interested in your company. So you run the risk of burning your budget quickly without achieving the desired effect. Instead, you should address exactly the target group that is most likely to respond to your ad. 

That's why it's important to be as detailed as possible when targeting. The motto here is: the more narrowly the target group is defined, the more effective the ad will be. Because if there's one thing Meta is really good at, it's tracking down people with specific problems and needs. Tailor-made, target group-oriented content does not miss its mark and is noticed by the right people - the future fans or customers. 

Watch out: If you run several advertising campaigns at the same time, you have to make sure that your target group orientation does not overlap. This will otherwise cost you more money, as your ads will be competing with each other. 

Get to the point quickly and concretely 

Once this foundation has been laid, it's time to get down to the concrete design of the ad. Here the rule of thumb applies: the first three seconds count. It is within this short period of time that you decide whether or not you can win the attention of the user. And this applies to both photos and videos: They should relate directly to the product that is the core of the ad. Supplemented by a simple headline and a clear description, this creates an advertising message that the user can grasp directly.  

Optimally, social ads also contain a clear call to action in the form of so-called "call-to-action" buttons. Phrases such as "Buy now" or "Subscribe to newsletter" make it clear to the user what they have to do and what they can expect from their action. In addition, these buttons make it possible to measure the success of the ad. By the way, many more practical tips and training on the design of ads are available directly from Meta at first hand on the free platform Meta Blueprint.  

Watch out: On Facebook and Instagram, videos are often viewed without sound. Therefore, they should definitely be supplemented with text or captions. 

Get to the point quickly and concretely 

Once this basis has been laid, the next step is the concrete design of the advertisement. The rule of thumb here is: the first three seconds count. It is within this short period of time that you decide whether or not you can attract the attention of the user. And this applies to both photos and videos: They should relate directly to the product that is the core of the ad. Supplemented by a simple headline and a clear description, this creates an advertising message that the user can grasp directly.  

Optimally, social ads also contain a clear call to action in the form of so-called "call-to-action" buttons. Phrases such as "Buy now" or "Subscribe to newsletter" make it clear to the user what they have to do and what they can expect from their action. In addition, these buttons make it possible to measure the success of the ad. By the way, many more practical tips and training on the design of ads are available directly from Meta at first hand on the free platform Meta Blueprint.  

Watch out: On Facebook and Instagram, videos are often viewed without sound. Therefore, they should definitely be supplemented with text or captions. 

Generate customers and sales with inspiring content 

In terms of content, there are many different approaches for companies in the furniture industry when designing social ads. They range from current seasonal events to local offers of individual furniture stores, which are specifically displayed with the help of geo-targeting, to tips and inspirations for the furnishing of individual rooms or the offer of special services such as delivery services, click & collect and much more. 

For example, a Valentine's Day ad can invite users to discover products in the company's online shop that make dinner for two especially romantic. This combined with a shopping voucher and the call-to-action "shop now" is the perfect way to generate new customer leads. By the way, in the meta ad manager there is the option to create a slideshow ad from individual photos. This is a wonderful alternative if you don't have the time or the creative idea for a video.  

Speaking of ideas: If you want to see which social ads your competitors are launching, you don't have to laboriously click through the individual brand accounts. Instead, a glance at the meta advertising library is enough: here everyone can see which ads other companies are currently running. The aim of this function is to enable full transparency and fair competition. However, it also offers the perfect place to go to get inspiration for your own ads or to check how you can stand out even better from the competition. 

Watch out: Users quickly get tired of seeing the same content over and over again. It is therefore advisable to update ads at least every fortnight to increase their performance rate.  

Add organic posts to social ads 

Last but not least: The basis for success with social ads is a well-maintained account on Facebook or Instagram. Because as soon as users become aware of a company through an ad, they usually first search for further information on the respective platform. It is therefore important that the content of the ads can also be found in your own account. In addition, organic posts should be published continuously to keep the profile alive. Because that is exactly what creates trust and turns interested parties into customers. 

Written by Christian Schmidt. He is Chief Creative Officer of the digital agency Interlutions, which he founded together with Eric Meurers in 1999. In this position, he has developed countless brand presences and campaigns for national and international clients such as Nintendo, Disney, Renault, Nissan and Super RTL.

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