How an Interwoven Strategy Helps Home Décor Retailer Overcome Tough Competition

Challenge: Threading the competitive needle

The marketplace for luxury home décor is competitive. Our client goes up against several national brands and e-commerce powerhouses in a space where purchases are thoughtfully considered. While the client’s price point is affordable relative to many competitors, these are high-quality products that often involve several touchpoints on the path to purchase.

Insight: Customers are everywhere, with eyes open

This home décor retailer operates in an interesting space because while they serve both B2B and B2C audiences, even the consumer-facing side of the business has B2B-centric traits. This is an important investment and people want to make the right choice. The journey to buying these products is often lengthy, spanning different digital channels and brand interactions.

TopRank Marketing has a lot of experience helping B2B companies stand out in competitive markets, so we knew what was needed for this client to succeed: a truly integrated marketing strategy. To show up for their potential customers and drive product interest, especially at a time when economic conditions were stifling demand, would require a diverse yet interconnected tactical mix.

Strategy: An integrated digital marketing arsenal

We recommended pulling out every tool in our tactical mix to help the home décor retailer elevate above the field. We partnered with their marketing team to develop an interwoven strategy featuring content, SEO, paid search, organic/paid social, influencer marketing and affiliate marketing:

• Through competitive auditing and analysis, we identified whitespace worthy of their SEO and paid search efforts, while developing unique content and creative to capitalize on user intent.
• We connected the client to influencers, ranging from brandividuals to niche experts to up-and-comers in the world of interior design, orchestrating key collaborations.
• We helped the brand expand its social media footprint, tapping into the potential of Instagram Reels, Pinterest and more.
• Video and content affiliate marketing were also leveraged, helping the client show up in key searches and listings for “best [product type]” and other commercially-driven keywords.

Results: Consistent cross-channel growth

The client has seen resounding success with this cohesive and integrated marketing strategy, reflected by growth that continues to sustain and build. Our recent client progress report for 2024 showed an 11.2% month-over-month increase in revenue, driven by substantial gains in organic traffic (+28.6% MoM), total website sessions (+30.9% MoM) and return on ad spend (+55%).

One particular success story highlights the way a connected, cross-channel marketing approach is helping this client find and gain traction with potential customers. Through attribution tools, we tracked a purchase journey in which a single user saw a social media post from an influencer, then engaged with multiple active paid search campaigns, then ultimately converted after viewing a “best of” listing in a well-known publication. This all played out over a two-month timeframe, and the shopper ultimately secured themselves a beautiful $1,500 home décor product.

That’s integrated digital marketing in motion. Seeing a smart strategy pay off like this – helping customers navigate the noise and find the perfect brand for them – is why our agency does what we do. And we couldn’t make it happen without fantastic clients and partners like this one.

Learn how our services like content, SEO and influencer marketing can all play a role in a best-in-class marketing strategy tailored to your business.