Boost visibility, engage customers AND drive sales
Is your digital marketing strategy starting to feel like a mattress in an outdated showroom? Flat, uninspired and failing to attract attention? If tackling digital marketing feels overwhelming – and expensive – you’re not alone. As we march toward 2025, many retailers are grappling with similar challenges, struggling to stay competitive without blowing their already strained budget.
The good news? You don’t need a costly overhaul to make your digital strategy work harder and deliver real results.
With a few smart tweaks, your digital strategy can attract more customers and drive more profitable outcomes. We’ve collected five budget-friendly tips designed just for you. They’re easy to implement and guaranteed to make a difference.
Ready to breathe new life into your digital strategy? Let’s dive in.
1. Maximize your Google Business Profile
Your Google Business Profile (GBP) is your digital storefront, often the first thing customers see when searching for a mattress retailer near them. To make a strong first impression, ensure your profile is fully optimized.
- Update your business details. Keep your name, address, phone number and hours of operation accurate and current.
- Add high-quality photos. Showcase your showroom, staff and best-selling mattresses to help potential customers visualize what you offer.
- Promote updates regularly. Use GBP to highlight sales, new arrivals or upcoming events. Frequent updates keep your profile fresh and improve your local search rankings, making it easier for customers to find you.
- Engage with reviews. Respond to all feedback – both the glowing and not-so-great ones. Thank satisfied customers for their feedback and respond professionally to any concerns. Thoughtful replies show you value customer experiences, which will build trust with potential buyers.
2. Repurpose existing content
Your best content should have a lifespan that stretches far beyond its initial purpose. High-performing blog posts, videos or social media content can be repackaged into fresh formats to reach new audiences and reinforce your brand message.
For example, a blog post about mattress care can be repackaged into a series of Instagram tips. Or create a personalized email campaign by tailoring the content to recent customers, offering guidance on how to care for their new mattress. You’ll add value to the purchase and move your relationship with the customer beyond just the transaction.
Refreshing visuals can further elevate repurposed content. Use tools like Canva to add engaging text overlays or update designs for different platforms. You can even combine static images into GIFs for eye-catching, easy-to-create social media posts. These dynamic formats will make your content more engaging and shareable.
By breathing new life into your existing content, you’ll maximize its reach, engage your audience and keep your marketing fresh – all without starting from scratch.
3. Explore free or affordable email automation tools
Email automation is a game-changer for mattress retailers looking to save time while staying connected with their customers. Free or affordable email platforms like MailerLite make it easy to create automated email sequences that engage your audience.
Start by setting up campaigns tailored to customer behavior or purchase history. For example, send a follow-up email a week after a mattress purchase with care tips or offer recommendations for complementary products like pillows or protectors. Automation allows you to share relevant promotions, tips or updates at the perfect time, keeping your store top of mind.
Even basic automation increases engagement by delivering timely, personalized messages that resonate with your audience. It also frees up time for you to focus on other aspects of your business. With the right tools, you can turn email marketing into a low-maintenance, high-impact strategy that strengthens customer relationships and drives repeat sales.
4. Tap into user-generated content
User-generated content (UGC) is one of the easiest, most effective ways to create engaging, relatable marketing material – without spending a dime. Encourage your customers to share photos or reviews of their purchases on social media. A simple prompt, such as including a card with their order asking them to tag your store in their post, can work wonders in generating authentic content. Offering a small incentive, like a chance to be featured or a discount on their next purchase, can further boost participation.
With permission, repost this UGC on your social media accounts or feature it prominently on your website. Seeing real people using your products in their homes adds a personal, human touch that polished marketing campaigns often lack. It’s relatable and credible, helping potential customers envision your products in their own spaces. Highlighting these posts also shows you value your customers’ experiences, fostering loyalty and trust.
UGC not only showcases your products in action but also amplifies your reach as customers share their posts with their own networks. Best of all, it achieves all of this without added production costs, making it a win-win for your store and your bottom line.
5. Experiment with organic social media trends
Social media trends are a cost-effective way to keep your store visible and top-of-mind without relying on paid ads. Participating in trending hashtags, challenges or themes relevant to your audience allows you to join conversations already happening online. For example, consider jumping on a popular sleep-related hashtag with a fun, short video made from repurposed content. A clever caption or a unique twist on a trend can help your post stand out and resonate with viewers.
Behind-the-scenes content is another easy way to connect with your online communities. Share a quick clip of your team setting up a showroom display, unpacking new inventory or a time-lapse of a mattress delivery. This type of content feels intimate and authentic, offering customers a glimpse of your store and the people behind it. Adding lighthearted moments, like a team member testing a mattress in a quirky way, can make these posts even more relatable and shareable.
Platforms like TikTok, Facebook stories and Instagram reels allow you to experiment with emerging trends. They prioritize short, engaging videos, making them ideal for reaching new audiences. Regularly posting on these platforms helps you stay relevant and shows your audience you’re tuned in to what’s happening online.
Refreshing your digital marketing strategy doesn’t have to break the bank. By implementing free or low-cost strategies like optimizing your Google Business Profile, repurposing content, leveraging email automation, embracing user-generated content and experimenting with social media trends, you’ll boost visibility, engage customers and drive sales. Start small by trying one or two tips – and watch as even minor changes create meaningful results for your business.
