Marketing a mattress company can be a tricky proposition. You're selling a product that is expensive, personal, and not something that people generally like to think about. It's no wonder, then, that mattress companies often make marketing missteps that can cost them dearly in terms of both money and customers. Let's look at five of the most common mistakes in mattress marketing and how to avoid them.
1. Not Prioritizing SEO
When people are looking to buy a new mattress, over 95% begin their journey with an online search. This means that if your mattress website is not optimized for search engines, you're missing out on a lot of potential customers. Make sure to do your keyword research and ensure that your site is built with SEO best practices in mind. If you're not sure where to start, there are plenty of resources available (including our own!) to help you get started.
2. Ignoring Reviews
Reviews are more important than ever before. People trust reviews from other consumers far more than they trust traditional advertising, so ignoring online reviews is a huge mistake. Make sure to actively encourage your customers to leave reviews on your website and on popular review sites like Google and Yelp. Respond to both positive and negative reviews in a professional manner. And don't forget to incentivize your employees to deliver great customer service—happy customers are more likely to leave positive reviews.
3. Failing to Advertise On Social Media
Social media is one of the most powerful marketing tools available, yet many mattress companies fail to take advantage of it. Make sure you are active on all the major social networks (Facebook, Twitter, Instagram, TikTok, etc.) and that you are regularly creating engaging content that will appeal to your target audience. Paying for some ads on social media can also be a great way to reach more people with your message.
4. Not Creating Compelling Content
If you want people to buy from you, you need to give them a reason to do so. This means creating compelling content that is relevant to your target audience and that helps convince them that your product is the right choice for them. A blog is a great way to accomplish this, as it allows you to share helpful information with potential customers while also promoting your products or services indirectly. Just make sure not to stuff your blog posts full of keywords or sales pitches— focus on delivering value first and foremost.
5. Not Tracking Your Results
Another common mistake businesses make is not tracking their results. It’s important to track your marketing efforts so that you know what’s working and what isn’t. Otherwise, you could end up wasting time and money on strategies that aren’t effective. There are a few different metrics you should focus on when tracking your results, including website traffic, leads generated, conversion rate, and ROI (return on investment). By tracking these metrics regularly, you can adjust your marketing strategy as needed to ensure you get the best results possible.
6 (BONUS): Not Staying Up-to-Date with Trends
Last, but not least, one major mistake businesses make is not staying up-to-date with trends. In the world of mattress marketing, things move quickly—and what works today might not work tomorrow. That’s why it’s important to stay up-to-date with the latest trends so that you can adjust your strategy as needed. A great way to do this is to follow industry news sources and influencers on social media or sign up for newsletters from vendor companies whose products you use in your marketing efforts. By keeping up with mattress marketing trends, you can ensure that your marketing strategy is always current and effective .
Avoiding these (six) mistakes will go a long way towards helping you market your mattress company more effectively and generate more sales in the process. Of course, there's always room for improvement—so keep testing different marketing tactics and channels until you find what works best for your business!