Marketing a home décor business in 2021

Are you considering changes to your plans for marketing a home décor business in 2021? The home décor market is currently booming. An effect of the pandemic is that we are spending more time at home. We are thinking more than ever about how we inhabit our homes. As a result, we’re seeing an increased activity and growth in the sector, with more people shopping for home décor products online, taking an interest in DIY or getting the professionals in for planning interior and garden design and renovation projects.

Streamlined e-commerce to meet changes in demand

There has also been a major shift in consumer behaviour. The impact of Covid-19 has led retailers to search out new ways to reach consumers. Lockdown closed an essential channel for trade and the online marketplace became more competitive. High street shopping has declined as stores closed due to restrictions, or preference increased for shopping from home. Whilst a small proportion of home retail outlets, such as DIY stores and garden centres, have remained open as essential businesses, many independent companies have sought to reach customers by increasing e-commerce trade.

Fiona-Mostyn-marketing-a-home-decor-business
Fiona Mostyn of My Deco Marketing @fiona.mostyn.

In this blog post, Fiona Mostyn of My Deco Marketing, analyses and shares insights into the changes in our industry over the past year. She investigates some of the data that has emerged about e-commerce and market trends for the home décor market, why and how people are shopping today and what they are buying. Finally, Fiona shares tips on how to reach new customers if you are a member of the home décor community.

Consider the types of home décor items consumers are buying now

Home décor purchases are currently inspired by two goals:

– To create a calming sanctuary

– To accommodate more time spent at home

Interior design for wellbeing at home

Home décor purchases are driven by the need to cocoon from the outside world and create a home that is calming and soothing to the senses. Small changes, such as adding new cushions, throws or a fresh wall colour lift the spirits and bring a sense of well-being into the home as the world stands still outside. We are also looking more critically at our homes. The things we normally fail to notice are now added to the list to improve or update.

There is an increased interest in interior design for wellbeing. After years of grey as a tonal trend, we see colour return to home furnishings. There’s a desire for comfort as we look beyond passing trends to create an environment which is timelessly designed.

Soane-Britain-marketing-a-home-decor-business
A masterful use of colour is manifested by Lulu Lytle of Soane Britain in her warm and wonderful flat. Soane Britain have added LiveChat and Quick Ship (for designs available on a six -week lead time) to their web repertoire; they have 84.8K followers on Instagram.

How design has changed in our homes 

An inevitable result of spending more time indoors is more activity in our homes. Many rooms have been transformed into multi-purpose spaces. We are adapting home décor to carve out space for home offices or home schooling. Sales of desks, chairs and accessories have increased to enable working from home. There’s also an increase in exercising at home and sales of home gym equipment have soared. With time on our hands, many have become interested in home-related hobbies such as baking, gardening and crafting.

How we can we reach consumers shopping for home décor

In the past, homeowners may have used online research as a tool before visiting stores to make purchases. We now see an increase in shoppers both researching and purchasing online. Market trends show more time at home has also resulted in a spike in the amount of time spent online. Shoppers are researching purchases directly through searches on Google, Pinterest and specialist home interest sites, such as www.thehousedirectory.com. They are also influenced by what they see on social media, including Instagram, Facebook, Tik Tok and You Tube.

Leoma-Harper-Marketing a home décor business
Leoma Harper is the founder of website www.styletheclutter.com and a social media influencer with 96.4k Instagram followers @styletheclutter . The image is from a collaboration with Snug Sofa.

The continuing rise of influencer marketing

There has never been a better time for influencers to collaborate with brands to sell products. Instagrammers invite us into well-designed homes, full of thoughtfully placed items from furniture to home accessories, sharing what’s happening in their carefully curated lives. This fuels demand and sells millions of pounds of home décor products.

Shopping via social media

Facebook, Instagram and Pinterest have recently made it easier for merchants to sell directly, as brands can now integrate shops into these social media platforms. This changes social media from what was originally an inspirational tool, used to scroll through magazine-style lifestyle imagery, to an instantaneous method of connecting users to a brand, or to view focussed campaigns peppered with products that are one-click shoppable. Employing clever marketing techniques, social media specialists are able to target users specifically with items they are searching for online. It’s important to understand how social media promotes your business and maintains its place at the forefront of the thoughts of the consumer.

Salvesen-Graham-marketing-a-home-decor-business
With over 25 years’ experience in interior design, Salvesen Graham have an enviable reputation as creators of authentic Future Heritage interiors. They have collaborated with furniture and accessories specialists in creating their own online collection www.salvesengraham.com ; and they have 45.6K followers on Instagram.

Window shopping with video

Video is also driving sales across home décor. Consumers are using You Tube and Facebook reviews as a research tool. A recent Comscore report on home décor sales in the US reported that one in five purchases were made after watching a video review. Video is a powerful way to promote products, especially when they can’t be demonstrated live. During 2020, Instagram launched the Reels feature on its app to rival Tik Tok. The ability to tag products from your store in IGTV video and Reels video has arrived. It won’t be long before Facebook also includes these channels in its advertising promotion. Increase your reach to potential customers through this engaging medium.

deVOL-marketing-a-home-decor-business
The deVOL lifestyle is universally admired. https://linktr.ee/devolkitchens
features design awards, blogs, an accessories shop and videos, including a kitchen tour, ‘How we make’ and a nine-minute teaser for their TV series. deVOL have 487K followers on Instagram.

Connecting to customers with content

Remember the value of your blog as a tool to bring visitors to your website. Keeping your blog up to date will raise your business visibility on search engines. On Facebook and Instagram, your posts are seen for just a day or two. In contrast, the effects of a blog post can be long lasting. Well-written blogs are not simply an opportunity to educate potential clients about what you have to offer; they may also boost your visibility on Google and drive more traffic to your website.

How to become more visible on social media

With the online world becoming an increasingly crowded space, home décor businesses must cut through the noise to make a brand visible online. Building an online presence can be compared to building online real estate. The goal is to make your brand recognisable and entice consumers to open the door and enter your business. In 2020, the brands that sought professional advice regarding content marketing and posting blogs, and companies that had organic and paid social media strategies across Facebook, Instagram and Pinterest were in prime position to take advantage of the consumer shift to an increasing demand in online shopping. 

Vaughan-designs-marketing-a-home-decor-business
Launch Vaughan’s website to view a video with founders Lucy and Michael Vaughan discussing the history of the company and the inspiration for the new Eltham Collection.Vaughan has a strong presence on social media, including 27.9K Instagram followers.

How we can reach more consumers online

Getting expert advice is the key to success in everything we do. Seek out a specialist who shares an understanding of your industry, products and services and understands consumer behaviour. Here are some tips to help you to reach a wider audience in the year ahead.

1. Set up a store on Facebook, Instagram and/or Pinterest.

2. Understand your customer and create a schedule of content that will inform, inspire, entertain and engage across social media and through your blog.

3. Optimise your website and regularly update your blog to build a presence on search engines.

4. Use testimonials to sell more. Reviews offer a powerful business boost in the home décor market.

5. Build your email list to connect with your audience and share offers. 

6. Set out a budget for advertising on Google and social media to widen the net and reach potential customers.

Finally, here are some tips to use Instagram to market your business. At My Deco Marketing we are constantly asked to lay bare the secrets to success on this platform. The strategy that brings success for an interior design or home décor retail business on Instagram depends on considerations such as the ability to target your audience and the activity of the competition. Here are three things you can do to reach a wider audience on Instagram.

Be consistent

Post consistently in both quantity and quality. Avoid sales-type posts and build your brand presence through stories. The aim is for your audience to engage with the lifestyle you portray. Ensure you regularly post high quality images which showcase products that deliver this lifestyle.

Vary your content

Create a varied portfolio of content by posts across all social media formats. Get creative with video in Reels and IGTV; show behind the scenes in your stories and guide users through curated collections of products.

Build a community of loyal fans

Encourage user generated content (UGC). Testimonials and positive comments on social media are highly persuasive means to selling products. Consumers often ask friends for recommendations when researching items to purchase. Ask clients to share images of their purchases on social media and tag to reshare. This is a simple way to increase your reach across Instagram.

Join the conversation on Instagram @fiona.mostyn 

Fiona Mostyn runs My Deco Marketing, a specialist marketing agency for interior designers and home décor brands, providing content and social media strategy. Fiona works directly with interior designers and home décor companies to help reach target markets. Fiona also provides CPD (Continuing Professional Development) training for the British Institute of Interior Designers, The Home Staging Association UK & IE and hosts regular learning events at The Decorcafe Network for design and creative businesses.

www.mydecomarketing.com


Click here to read more inspiring and informative blog posts.

You might enjoy “Top Tips on Building a Brand and Developing Your Business” by Polly Williams, the Designers’ Advisor of Camberyard.

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