8 Innovative Mattress Advertising Ideas to Boost Sales

As consumers have become more aware of how sleep quality impacts their overall health, they’ve turned to a new mattress as a solution. The US mattress market value has grown from $79 billion in 2019 to $95 billion in 2024. Additionally, the 2024 worldwide revenue from mattress sales currently exceeds $38 billion, with the US leading all other nations with over $13 million in revenue. This trend is expected to continue, with a projected annual growth rate of 3.78% CAGR by 2029.

However, growing mattress sales are also leading to increased competition within the industry. Traditional mattress retailers are now facing pressure from direct-to-consumer mattress brands such as Casper and Leesa, as well as online sales from mass merchandisers like Costco and Amazon. The rise of online mattress sales has developed in part because of its convenience. Consumers can quickly shop around and find the features they’re looking for, all without making a trip to a store. They’re also interested in eco-friendly products, with younger generations often willing to pay more for sustainably made mattresses.

In response, mattress retailers are turning to digital marketing solutions to stay competitive. They’re adopting marketing ideas like search engine optimization (SEO), email marketing, and social media campaigns to increase brand awareness, get more leads, and make more sales. But the success of these strategies relies on understanding your target audience and knowing what they’re looking for in a mattress. With this information, you can ensure a strong brand identity and determine which marketing techniques will be most effective at reaching your audience and gaining loyal customers.

8 Mattress Advertising Ideas in 2024

The right marketing and advertising tactics will help you build an online presence and create a strong connection with your audience to gain a competitive edge in the mattress industry. Before choosing your strategy, think about the advertising methods that are most relevant to your target audience. For example, running social media ads will be more effective than email marketing campaigns if you have a large social media following but few email subscribers. Keep in mind that you may need to develop several strategies to reach different audience segments.

Here are eight innovative mattress advertising ideas to help your mattress business stand out.

SEO

Before consumers can make a purchase, they first need to be aware of your business and the products you sell. Search engine optimization focuses on using keywords on your website and within your content that consumers use when searching the web. With SEO, your brand’s website will rank higher on the search engine results page (SERP) and bring in more organic traffic. Using keywords that are relevant to your target audience, such as “top eco-friendly mattress” or “foam vs. spring mattresses,” is critical for a good user experience and can help build your reputation as a valuable, trustworthy business.

Content Marketing

In today’s mattress market, brands need a strong online presence with content that appeals to your target audience’s unique needs and helps solve their problems. Content marketing ideas include any type of content that increases interest in your brand or its products, such as blog articles, social media posts, podcasts, videos, and so on. The goal of content marketing is to share relevant, helpful information with your target audience and not directly promote your business.

You’ll want to create content that appeals to each segment of your target audience and where they are on their buyer’s journey. For example, top-of-the-funnel content covers more broad and educational topics for those just learning about your business. In contrast, bottom-of-the-funnel content centers around product comparisons, case studies, and other compelling content that entices prospects into making a purchase.

Email Marketing

One great feature of email marketing is its ability to segment your audience by demographics, behaviors, or even preferences. Segmentation allows you to target and personalize your marketing emails so prospects only receive emails relevant to their interests and needs—making them more likely to open and interact with your emails. Many marketing tools do this step for you.

Your mattress brand can use email marketing to promote specific products, offer exclusive discounts, introduce new mattress features, or even share brand achievements. It’s important to develop email marketing campaigns for specific triggering events, such as a welcome series that introduces your products to new leads or an email series to help retain existing customers.

Reputation Management

How your customers and the general public view your mattress brand can make or break your business, so reputation management should be a top priority. It involves monitoring what consumers are saying about your brand online—through your website and social media pages, online forums, review sites, and more—responding to comments and taking steps to improve customer experience with your brand.

Reputation management helps you retain customers and make more sales by taking accountability when things go wrong. It also allows you to take proactive steps to prevent problems in the future. For instance, say a customer has a bad experience during the checkout process and complains about it on social media. By responding to them directly and offering ways to help solve the frustration, you’re both solving the immediate problem and showing that you care, which can build trust. It also gives you the opportunity to evaluate and improve your checkout process, preventing future frustrations and ensuring an improved customer experience.

User-Generated Content/Influencer Marketing

Often, your customers are your company’s best advertisers. Sharing a customer’s content who has had a positive experience with your brand is seen as more authentic than traditional ads and helps build awareness and trust. While user-generated content (UGC) may be best recognized through videos and images on social media platforms like TikTok or Instagram, it also includes text-based reviews and customer testimonials on your website and third-party channels.

Your mattress business should also consider influencer marketing, where your brand partners with social media influencers to promote your products. Influencers typically have a large, loyal following, and an influencer’s recommendations can grow brand awareness and help establish trust with new prospects.

Social Media Management

Developing and managing your mattress company’s social media presence is a great way to increase brand awareness and engagement of your target audience. Consider creating a business account on the platforms your audience frequently visits, including Facebook, X (formerly Twitter), Instagram, or TikTok..

Keep in mind that each segment of your audience may prefer different social media channels, and you’ll want to ensure the most relevant content and campaigns for each one. Use this approach to share blog posts or helpful content from your website, announce new products or sales, and other social media trends that encourage interaction. It can help you attract new leads and ensure a better customer experience.

Video Content

Whether you want to introduce your mattress brand to new customers or show off the unique features of your products, video content is a great choice. Video is more immersive than images or text-based content, allowing consumers to imagine how the mattresses will look and feel.

Consider creating video content that illustrates how cushy or firm each mattress is. Or, reveal the step-by-step process of your mattress production, from its design through delivery, to give prospective customers an insider’s view. You can upload video content to your website, YouTube, or other social media channels.

Consider Eco-Friendly Marketing Campaigns

Showing that your mattress company is committed to sustainability is a great way to build a connection with customers through shared values. Highlight the eco-friendly steps your mattress brand is making in producing, selling, or distributing your mattresses and how they differ from others. You could include facts about how much water is saved in the mattress’s production, what materials are used, and any sustainable practices your company follows in various advertising campaigns.

Regardless of which marketing ideas you choose, remember that consumers are interested in sleep health. Consider creating content around this topic for your brand’s website or developing social media campaigns to show your audience that you understand and can meet their needs.

4 Best Mattress Branding Strategies for Success

Whether you run an online or brick-and-mortar mattress store, creating a brand identity and defining what sets your brand apart is critical to attracting the right audiences and developing customer loyalty. Four ways to accomplish this include:

1. Identifying Your Target Audience

Before marketing your brand or products, you first need to establish who your target audience is. This step includes not only understanding who you’re trying to reach with your efforts but also what problems or needs they have and their preferences. With this process, you’re not wasting time and money marketing to a consumer who isn’t that interested in your products. Once you understand who they are and what problems they experience, you can develop a relevant brand identity and marketing campaigns that speak to these topics.

2. Defining Your Mattress Brand’s Values

The more you can align your branding to appeal to your customers’ values, the easier it becomes to attract leads and build long-term relationships with your customers. Your brand’s values help consumers feel an emotional connection to your business or products. For example, your mattress business may value eco-friendly materials, sleep health, comfort, longevity, or affordability, to name a few. When defining your values, make sure they are an authentic reflection of your brand and its products.

3. Establishing a Unique Selling Proposition (USP)

Brand values are a great way to connect with your audience, but it’s equally important to stand out from your competitors. Your USP should be specific, clearly stating your mattress’ features or benefits and how it differs from others. It should also relate to your ideal customers’ desires or needs, showing how your mattress solves their problem. Your USP is a critical part of your brand identity, and you’ll need it so you can develop targeted marketing and advertising campaigns.

4. Creating Brand Visuals and Guides

To build brand awareness and ensure a positive customer experience, you need to maintain consistency across your website, social media channels, emails, and other advertisements. This step includes developing both visual and text-based brand guides. It’s important that your logos, images, and color palette reflect your values and identity. Creating a style guide and a brand story to use across all materials ensures all customer interactions are consistent, regardless of the platform or employee.

Harnessing Marketing With Podium

In order to grow in today’s competitive mattress market, brands need to develop strong digital marketing strategies. Podium is a great resource for all your mattress marketing needs. Our AI-powered tool library enables you to effectively segment and target prospects—it even works 24/7 to help you sell more. See how Podium can boost your mattress business today.