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How Can Influencer Marketing Benefit Interiors and Furniture Businesses?

Influencer marketing is a powerful strategy that no brand in the interior design industry should ignore. With consumers increasingly looking to social media for design ideas and products, it is essential that interior and furniture brands boost awareness and connect with shoppers by getting products in front of consumers online via influencers.

In this guide, you’ll learn how influencer marketing can help brands to grow their online presence, separate them from competitors and connect with new and existing audiences.

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Raise Brand Awareness

Brand awareness is a measure of how familiar your target audience is with your brand and how well they recall it when prompted. With any marketing campaign, brand awareness is often the first step in achieving performance-marketing goals and in the long run will increase your chances of generating leads and conversions.

In recent years, more and more brands have started investing in influencer marketing to drive this and this looks set to further increase. If you’re working with the right creators, they’ll have thousands of followers who fall under the ideal customer profile for your brand, meaning that they are well positioned to promote your brand, create trend-worthy content and target your audience in a way that feels authentic and meaningful.

From nano influencers to influencers with larger followings, working with the right creators is a great way to boost brand presence on social media and target thousands (or even millions) of people in a way that feels more organic and authentic than advertising.

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Set Your Brand Apart from Competitors

With today’s crowded interior marketplace, differentiating your brand from competitors is more crucial than ever, and influencer marketing offers a unique avenue to achieve this. Often influencers can showcase your products in relatable contexts, demonstrating the product’s pros and benefits, which can then foster a deeper connection with customers.

Moreover, most influencers will often have niche followings that will assist you to reach a specific demographic, ensuring that your message is not only seen but valued by the right people. By curating partnerships that align with the brand’s values and mission, you can create campaigns that stand out and resonate on a more personal level, setting your business apart from competitors.

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Build Customer Trust

Before most consumers make a purchase, they will often look to social media influencers for advice or recommendations to help with their purchasing decisions. 49% of consumers think an influencer’s recommendation is more trustworthy than a brand recommendation, according to Meltwater.

It’s important to note that followers will know if an influencer’s messaging is original, or if it has been written directly by a brand. This means that it’s crucial for brands to allow their influencer partner to build their own narrative on the product, rather than spoon feeding them content. This way, it will feel more authentic to the influencer’s followers and look like a true endorsement of the brand and product. Authenticity is key so it’s crucial to allow creators to make content that is truly genuine.

One of the other most effective ways to foster customer trust in influencer marketing is to start with micro and nano influencers who share a synergy with your brand. These creators will often have a smaller following, and while this may seem counterintuitive, it actually has its benefits. These types of influencers often specialise in a particular area - for example, they may be completing a home renovation and documenting the process – and this content will attract an audience interested in that specific subject matter. Also, due to the influencer’s smaller audience size, they often have a closer relationship with their audience. They communicate directly with them regularly, often on a one-to-one basis, meaning that their audience is highly engaged.

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Boost ROI for Your Business

As mentioned in a report by The Influencer Marketing Hub, influencer marketing now has the second-highest ROI of any trending marketing campaign. Equally and according to a 2023 Sprout Social study, over 80% of social media marketers report that influencer marketing is essential to their strategy, and that Instagram is the top platform for 86% of brands, especially in the interiors industry.

When considering working with creators, brands will also need to evaluate the influencer’s existing content. It is key to make sure that they post regularly and that their content aligns with your industry and brand personality. It’s a bonus if they have already created organic content about your brand and products, as their audience will already be familiar with the products too.

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Track Performance

Once you’ve established your campaign goals and you know what metrics to track, you can then begin adding links to track your results. A UTM (Urchin Tracking Module) link can be a great tool for this. It’s a simple code you can attach to a custom URL in order to track a source, medium and campaign name.

This type of tracking allows you to get a clearer idea of how your influencer marketing campaign fits in with your overall marketing strategy and measure its success. UTM parameters are a simple, straightforward, and reliable way to track traffic to a brand’s website.

It’s also essential to keep in mind that an effective influencer campaign takes time to build in order to produce results. Unlike paid ads, where results are clearly visible, with an influencer, you’re paying (or possibly gifting) for their ability to build connections with your target audience, which won’t happen overnight.

You can also use coupon codes, which allow you to track sales and conversions before, during and after a campaign. The easiest way to do this is to create a unique coupon discount code for every influencer to use. You can get them to include this code in their promotions which will then encourage their followers to use them whenever they make a purchase from your site.

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Influencer marketing presents a unique and powerful opportunity for interiors and furniture businesses to connect with their target audience in an authentic and engaging way. Embracing this approach can ultimately lead to increased sales, improved brand loyalty, and a stronger presence in the interior design sector. It’s a vital component of a successful business strategy.

Looking to kick-start your influencer campaign? Get in touch today!