How to Use an Online Mattress Marketing Plan to Increase Sales

One of the most prominent and pivotal moments in a mattress salesman’s career is when they present their final product for approval. For better or worse, the mattress is judged as a function of its performance over a specific period of time, and the only way to gain that judge’s confidence is to put the product through its paces.

While the traditional retail mattress experience is still popular, many mattress manufacturers and brands have changed the game with the rise of online shopping habits. Gone are the days of pushing a mattress. Now, the onus is on the mattress manufacturer to engage with potential customers through digital means.

It would be a missed opportunity if an established mattress brand doesn’t take the initiative to engage with potential customers through digital channels.

To that end, many mattress brands have devised a strategy that combines traditional retail tactics with the power of internet marketing to grow their business, and that’s what we’ll discuss in this article. We’ll cover everything from developing product videos to using social media platforms effectively.

Traditional Retail vs. Online Shopping

Although traditional mattress retail still exists, it’s not what it used to be. Gone are the days of going from store to store looking for the best price and the most options. Now, consumers have a much larger selection, and they’re able to compare prices and specs online. This has made a significant impact on the mattress industry, and you can bet that manufacturers and brands want to take advantage of this changing landscape.

The rise of online shopping has been a game-changer for retailers across the board, and it’s affected the mattress industry in multiple ways. For one, it’s made a significant difference in the way potential customers search for mattresses. In the past, they may have turned to family and friends for recommendations. Now, with the information available online, they may have discovered a brand or a model that suits them perfectly and moved directly to purchase it without ever setting foot in a store.

This trend has made its way to brick-and-mortar stores as well. Despite the prevalence of online shopping, there’s still a place for customers to go when they want to purchase a mattress. In fact, some brands have entire websites where they promote their products, provide customer service, and allow for online shopping.

Product Videos And Social Media

Another strategy that many mattress manufacturers use is to set up YouTube videos. The idea is to create short demos, also known as product videos, of the various models so that customers have something to reference and compare when making their purchase decision. Let’s face it, everyone likes to see how stuff works in real life, and these videos provide an opportunity to do that without having to be too technically minded or rely on too many external references.

These videos can serve as teaching tools for customers as well. Many mattresses, including budget-friendly options, are quite complex and require a bit of a learning curve in order to understand how to properly set them up and use them. By including an instructional video featuring an expert demonstrating the ins and outs of each product, manufacturers can ensure that their potential customers are well-educated on how to properly use and care for their product.

Similarly, social media has proven to be an important tool for mattress manufacturers. Most brands and products have a Twitter account, frequently providing helpful tips and tricks on how to best utilize the platform to grow their business. This can include anything from retweeting relevant articles to using the #bedspring hashtag to gain exposure and engagement with potential customers.

Developing an Online Marketing Plan

The good news for established mattress brands is that developing an effective online marketing plan is relatively easy. The first step is to figure out what you’ll put in it. In other words, what platforms will you use and how will you use them?

There are a variety of platforms that can be used to market mattresses and other sleep products, with different advantages and disadvantages. Your choice should be based on your product and target audience. For instance, do you have a health-related product that appeals more to the general public? Or do you have a luxury brand that appeals to more affluent audiences?

One of the most effective platforms, especially if you want to reach a larger audience, is YouTube. Not only can you use the platform to create short product videos, but you can also use it to host live chats with customers (known as “ask me anything’ sessions), post FAQs, and more.

Live chats allow for more natural engagement between customers and businesses. Instead of merely engaging with content, as is the case with traditional forms of advertising, you can engage with potential customers through real-time messaging.

When used correctly, live chats can be a very powerful tool for businesses. Not only do they allow for more authentic communication between parties, but they can also provide valuable marketing data regarding the product or service being discussed.

Getting Started With YouTube

If you’re just getting started with YouTube, here are a few tips from experts to help you create your own video and get the most out of it.

  • Put a face to your product. People love to watch videos of brands and companies they’re familiar with. It makes them feel that their interests are being represented.
  • Avoid introductions and overviews. People want to feel like they’re watching a live chat, so giving a background of the product you’re discussing is good, but it doesn’t have to be extensive. Keep your videos short and snappy.
  • Consumers are already surfing the web for information when they have sleep issues. Don’t hinder their search by bombarding them with advertisements.
  • If you’re pitching a hybrid or solid mattress, include footage of the materials you’ll be covering. This will help prove the worth and function of your mattress and show the advantages your product offers.

Video Content For Mattresses

Let’s say you’re deciding to make the switch from traditional beds to a more modern and comfortable type that contains a soft top layer and a thick base layer. The decision is a big one, and it may require a bit of research and education regarding the various options available to you. Luckily for you, we’re here to help with detailed information regarding the types of videos you should create for your mattress marketing plan. First, we’ll cover the various types of mattresses available, then we’ll dive into the video content needed to represent each one.

Hybrid Beds

If you’re looking for a new mattress that provides the best of both worlds, then hybrid beds are for you. These are designed with layers of different sizes and materials to provide a better balance of comfort and support than standard mattresses. If you want to learn more, here are a few tips on how to choose a hybrid bed that suits you perfectly.

  • Avoid all-foam beds. These are cheaply made and lack the proper materials for long-term use. Also, avoid anything made of foam with a plastic cover. They don’t offer the best combination of firmness and bounce back.
  • Go for a gel memory foam mattress. These are a hybrid between a regular memory foam mattress and a traditional spring mattress. Because they have varying levels of viscosity, gel memory foam mattresses provide a better night’s sleep for most people. As a bonus, they also happen to be the most environment-friendly mattress type around.
  • Take your pick. Every mattress manufacturer has created hybrid beds, and they all work equally well. It depends on what you’re looking for. Simply do your research and make the right choice.

Inflatable Beds

Also known as air mattresses or sleeping bags, inflatable beds are an excellent option for anyone who wants a more traditional experience but doesn’t have the budget for a hybrid or solid mattress. These are typically made with thick, high-quality materials to provide the best night’s sleep possible while also avoiding any dangerous materials that could be affected by extreme heat or cold. If you want to learn more, here are a few tips on how to choose the right inflatable bed for you.