Is Paid Advertising Worth It for UK Furniture Wholesalers?
- rossjcharlton
- Jan 6
- 3 min read
Have you ever wondered if digital ads can really make a difference for furniture wholesalers? With so much focus on e-commerce, it’s easy to think paid advertising is just for consumer brands. But what if it could be a game-changer for your wholesale furniture business, too?
The world of digital marketing moves fast, but does the UK’s wholesale furniture market need to embrace it? With online platforms shaping how people find and buy products, many wholesalers are asking the same question: Should we invest in paid advertising, or is it just another cost with no clear payoff?
Let’s break it down in a straightforward way to help you decide.
What Makes Digital Advertising Different for Wholesalers?
If you’re selling directly to consumers, platforms like Google and Meta are no-brainers. They connect you to customers instantly. However, as a wholesaler, the benefits are more challenging to see. Your audience isn’t just the end buyer—it’s the retailers who carry your products, too.
Understanding your aim will help you decide which platform to focus on. It's fair to assume that advertising on Linkedin should get you in front of owners and buyers of furniture businesses. However, how do you utilise the larger platforms aimed at the end consumer (Facebook / Meta / Tiktok)?
Building Brand Awareness
One powerful way to use digital ads is to build your brand’s presence.
Highlighting how your company or product addresses specific consumer challenges can create a strong desire for the product. But it's important that the targeting of the advert is correct to ensure the product you offer is of interest to the consumers who see your advert.
If your goal is to expand into new regions or reach new retailers, creating a desire for the product and having consumers specifically ask for it in stores can help raise awareness of your company.
The tricky part? Tracking return on ad spend (ROAS) isn’t as straightforward in B2B.
That’s why it’s critical to dig into the data.
For example, comparing your ads' performance by region may help you gauge the level of interest. Matching this to retailers in the same area and reviewing whether they have seen an increase in enquiries or sales may give you insight into the advert's effectiveness.
Focusing on Specific Products
Running ads for a new product or collection could be a great way to drive interest in the specific item. These campaigns let you showcase what makes your products stand out, sparking curiosity and sending customers to retailers.
This could be used when launching new products or collections. For example, if you launch 2 colours or collections, run individual ads for each and compare the results.
Here’s the catch: More people visiting the store doesn’t always mean more sales of your product. Sometimes, they buy something else instead. This could happen when the consumer isn’t fully committed to a particular brand or product or when the retailer successfully up-sells another item. Strong branding can help mitigate this by ensuring your product is memorable and stands out in their mind, increasing the likelihood they’ll stick with your offering. That’s why branding is important, especially when considering a direct approach—ensuring your product sticks in their mind.
Teaming Up with Retailers
Your relationship with retailers is key. They need to know you’re on their side, not trying to sell directly to their customers. Make sure your strategy is clear and transparent.
Retailers sometimes rename the products to avoid price comparisons. While that’s understandable, it can confuse customers and reduce the effectiveness of your ads. Talking openly with your retail partners about these challenges can go a long way.
Making Ads Part of Your Bigger Plan
Ads work best when they’re part of a bigger strategy. Before launching a campaign, know what you’re aiming for. Some goals might be:
Market Research: Ads can show you where your products get the most interest. Clicks aren’t sales, but they do offer insight.
Building Partnerships: Find regions where your brand is gaining traction and connect with retailers there.
Understanding Your Customers: Learn more about who’s interested in your products and tailor your ads to speak directly to them.
Wrapping It Up
Digital advertising can offer huge opportunities for furniture wholesalers, but it’s not a magic bullet. The key is to align your efforts with your overall goals and work closely with your retail partners. When done right, it’s a powerful tool to grow your brand and drive sales, but it will take work and refinement.
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