Digital Marketing Strategy for Luxury Furniture Brand

Indagroup desires to improve and outperform the main luxury furniture competitors in the digital marketing field, as there is awareness that this comes along with a boost in reputation, sales and business growth.

The following report compiles 3 main sections that we tackled during our research:

SEO & Website

Social Media

Paid Media

1. SEO & Website: An optimized website with a recurrent web traffic would allow any brand to compete on their niche and also to “rank higher” in terms of being the go-to brand when it comes to a service or a product.

Indagroup already has a website. We conducted two SEO audits to determine what are the main points that we need to work on if we want to become the main reference on the luxury furniture niche in Hungary.

Both audits revealed multiple areas of opportunity on the website. The main ones being:

Page not accessible

Orphaned Page. No internal links point to it.

Broken link

Canonical URL does not match sitemap URL.

The second tier of issues impacting our SEO being:

Metadata description missing

Title too long

Title too short

Pages With Duplicate Titles

Multiple H1 headings defined

Pages With Duplicate H1s

Canonical URL does not match sitemap URL

Open Graph metadata image is missing

Open Graph metadata URL does not match canonical URL

Open Graph metadata description is too long

Site performance is mediocre

About the New Indagroup’s Website we conducted an additional SEO audit to identify possible patterns that have been repeated. This is what we found. Basically there’s a replica from the issues mentioned above with a different distribution.

After fixing the issues by either assigning an experienced developer into it or coordinating a collaboration between an SEO Specialist and a Jr. Developer, here are the possible gameplans to continue to improve the brand's SEO:

Include Additional Type Schema Markup [Aggressive - Short Term Strategy]: Schema Markups are codes that you add to your webpage to help search engines better understand your content. These are normally used as a regular feature for Google to crawl your website and categorize your content. This strategy has been implemented in the last few months in the SEO space, and basically consists of adding relevant keywords into these codes as these are the ones that Google recognizes. This strategy must be monitored and only used if none of the other gameplans showcased on this document could be implemented in the next few months.

Develop a Freemium tool for your audience [Safe - Mid term strategy]: Every user needs certain tools while browsing on any niche. These tools could be product comparison tools, budgeting tools or even knowledge tools. I.e: Dynamic comparison table within products, Custom Furniture & Materials Calculator or a Furniture recommendation based on a quick quiz on our website. These tools must be developed after conducting a market research with our target audience, it could even be a few polls with our clients. After we have determined their main pain points, we can start to build a tool that accommodates their needs, and is easy to use. This way it will naturally be shared among interested users, we can collect primary data to engage with them on other channels and follow up with a sale with the qualified leads [potential customers].

Create content based on what is being search on a weekly basis on Google [Safe - Long term strategy]: This is one of the classic and healthy ways to improve your website’s SEO score, traffic and link building volume [mentions into another website]. By actively looking for content that is relevant for your audience in the last few hours or days you are creating a direct bridge between their knowledge gap and your brand. Making you seem like the expert they need when it comes to acquiring a product they want. You will need a copywriter for this, as the idea is to produce ongoing content, while doing research and structuring these pieces of content with hooks and clear Call-to-actions [CTAs].

Figure 1. September’s website traffic data on Google Analytics [GA4]

By implementing active SEO strategies the brand should 10X their current traffic in the next 120 days after the first day of said implementation. Considering that the Benchmarking study showed that the main competitors don’t surpass the 6000 unique users from Hungary on a monthly basis, this section alone would position Indagroup into one of the leading companies on a national level when interested users search for our products.

2. Social Media

Indagroup has channeled their main social media efforts into Meta platforms [Facebook & Instagram]. As it can be seen in the following Social Media Audit summary:

Figure 2. Social Media Audit Table

If we focus on the positive progress that Indagroup has built on social media, we could emphasize the visual quality of the content and that the brand already has a social media presence without any platform warnings. This could be used to our advantage when driving a larger amount of social traffic via paid media or organic content.

Now, let’s focus on the areas of opportunities:

- @bretz_hungary lacks a link and a CTA on its biography, this means that even if we successfully drive traffic to this site, people have nowhere to go to.

- @indagroup_kft does have a link, however it is a Linktree without another clear CTA, we need to give people directions to follow when we peak their interest. Either if it is on our bio, creating an automated sequence to follow up via Direct messages after their interactions or via stories. If we don’t do this, we won’t push any viewer towards our store, and the chances of selling through social media decrease tremendously.

- The organic content lacks a ‘face brand’ which would make it easier for the audience to engage. This is something to be considered. People navigate through social media to connect with people, if we can make this happen on Indagroup we will make organic engagement easier for us.

- Reels are underused on both IG accounts. Reels are short video forms of content that give us the possibility to generate powerful visual hooks. If we generate content like this, its likelihood to be shared, and our discoverability will get boosted.

- The YT channel is inactive and could be used via YT shorts if we start creating short video form content.

If we look at @indagroup_kft Instagram’s historical data from the last 90 days , we can quickly determine that the interactions have been low [142] and only 6 users have clicked on the Linktree URL.

Figure 3. Instagram historical data [last 90 days]

We have a big area of improvement. The good news is that our competition is not so far ahead when it comes to digital presence on the national market [Hungary].

As it can be seen on the benchmarking notes, four of the main competitors may be ahead in some of the main vanity metrics [Followers, Views or Likes]. However, their engagement is rather low in most cases and they are not applying many of the strategies mentioned above. Which gives us the opportunity to take the lead.

Figure 4. Benchmarking Notes - Social Media

3. Paid Media

Indagroup has the opportunity to position in the national market boosting their website traffic through paid ads.

Everyday thousands of users search for products that are related to our niche, and we are able to close the gap between not being recognized by said users and converting them into a lead for our business.

During our keyword research we already discovered that there are multiple products being searched by our target audience. The main idea is to use Google Ads to reach these users recurrently and encourage them to interact with us, not only through the ad itself, but also by guiding them into our website and sale channels.

Google Ads strategy

October:

Our focus during October will be to test as many relevant keywords, images, descriptions and general resources while our campaigns go through the learning phase [10-12 days], after these couple of weeks, Google’s algorithm and AI integrated tool is able to identify which are the best performing resources in our Ads library, allowing us to continue with the next phase.

Figure 5. Google Ads being launched on October

November & December:

After we have collected all the initial data from our ads, we can start iterating based on the best performing ads and resources. This will allow us to optimize our budget, bring better results than our first 3 weeks while granting us room for more iterations, as the key to finding great performing ads is to double down on what is working while keeping on our tests.

Q1 2025:

Continue to optimize our ads conversion platforms and integrations based on previous results.

i.e: Google Tag Manager integration & updates.

Add into our paid media strategy, sales funnels, a clear path towards client’s fidelization, looking to gather specific data about purchase patterns, initiate A/B tests with ‘add to cart’ notifications, email reminders and other features that will boost our strategy performance.

We can revisit our ads budget and threshold based on our ads performance and business goals for this quarter.

By this time, one of the main goals is to become a national digital reference when it comes to multiple products offered by indagroup.