Client Background
A mid-tier furniture brand specializing in modern and wooden furnishings for retail outlets and homes approached our marketing agency. Although their product quality and offline retail presence were well-established, their digital engagement lagged significantly, particularly across social media platforms.
Objectives
The goal was to:
- Establish a cohesive social media presence on Instagram, LinkedIn, Twitter, and Google My Business
- Improve online branding and drive product awareness among urban buyers
- Showcase furniture design, durability, and custom options through visual content
- Generate inquiries from dealers and direct consumers for lead generation
Challenges
- Inconsistent brand messaging across channels
- Poor-quality visual content, especially for premium wooden furniture
- Low engagement on Instagram and LinkedIn
- Limited use of GMB listings, impacting local discovery and showroom footfalls
Strategic Approach
The marketing company developed a tailored social media account management strategy:
- Created a visual-first branding system with curated product shoots and showroom walkthroughs
- Shared content showcasing craftsmanship, materials used, and customer reviews
- Ran seasonal campaigns tied to festivals and home upgrade periods
- Focused heavily on GMB photo updates, Q&A responses, and customer interaction
Implementation
- Established post formats like “Furniture Fridays,” “Design Tip Tuesdays,” and “Customer Spotlight”
- Used carousels and reels on Instagram to showcase product transformations
- Shared testimonials and project stories on LinkedIn to attract B2B buyers and designers
- Strengthened GMB listings with showroom updates, reviews, and map pins for all store locations
Results
In 3 months, the following outcomes were achieved:
- 68% increase in overall social media followers
- 80+ inquiries through DMs and contact forms from Instagram and GMB
- 52% growth in engagement rate due to consistent storytelling formats
- Increase in local showroom visits traced back to GMB interactions
Key Takeaways
- Visual consistency and storytelling are crucial for social media account management in the furniture sector
- Google My Business optimization significantly boosts local visibility and foot traffic
- Strong content formats enhance customer engagement and assist in consistent lead generation
- Platform-specific marketing campaigns deliver stronger results when supported by quality content
