October 9/16, 2017: Volume 32, Issue 9
By Lindsay Baillie
It should come as no surprise that today’s consumers start their purchasing journey online. Many use search engines, social media, company websites, review platforms and online advertisements to obtain more information about products—or retailers, for that matter—so they are better positioned to make a purchasing decision long before they enter the store.
To get noticed flooring dealers must have an online presence—and a strong one at that.
While creating and running a digital marketing program takes time, it is absolutely worth it, say those who are successful at it. For dealers who might lack the time or knowledge to successfully run a digital marketing campaign, there are options available, including help from digital marketing companies.
Following are several tried-and-true techniques that successful dealers have employed in their respective digital marketing campaigns.
Kelley DeCesaro, digital brand strategist
Star Lumber, Wichita, Kan.
“We continue to work on our SEO and SEM strategies, backed by quality website content and helpful online tools for our customers. We find we get the most lead generation from our PPC plan because we can direct them to a landing page that fits their project needs and prompts them to make an in-store appointment. Customers engage with us and hear our brand voice through social media. Social media is also a great way to push out information about our sales and services. Most of our social interactions are gained through our lighter, human-interest posts, but those interactions boost our profile presence, making it more likely for our customer to see our promotional posts. We utilize boosted posts and ads on social sites to increase our digital presence.”
Meaghan Karn, director of marketing
Avalon Flooring, Cherry Hill, N.J.
“Digital marketing is essential in today’s business. We know customers are beginning the search online so we work very hard to make sure we are there when they are ready to buy. We use a combination of all the digital marketing methods—pay-per-click, SEO, social media, email, remarketing, etc. Each customer is at a different part of her journey and each one of those methods allows us to offer information about our products and services that are tailored to her needs.”
Kevin Rose, president and owner
Carpetland USA, Rockford, Ill.
“Digital marketing is very important and becoming more significant on a daily basis as even the 50-plus generation is moving to digital. We have hired professionals who know the market to teach us and direct our funds to the appropriate areas. We focus on SEO, pay-per-click, etc.”
Mary Ann Gore, office manager
Bridgeport Carpets, Alpharetta, Ga.
“Digital marketing is very important to us. When customers are ready to purchase, they generally use either a computer or smart phone for their research. It’s helpful if they can just pull up our website and determine whether we have the item. We utilize a digital agency to handle our website. It specializes in online marketing, so we are able to just focus on customers. We also have a Facebook page. The avenues we typically utilize for digital marketing are website, pay-per-click, social media and email.”
Adam Joss, co-owner
The Vertical Connection Carpet One, Columbia, Md.
“Digital marketing is critical to our business. It is how people are researching and shopping today. Specifically for big-ticket items, people are researching online before they go shopping in the store or contact the store. If you’re not contacting people online you’re losing the game before you even start. Websites, pay-per-click, SEO, email marketing and social media are all important. We also use Facebook, Pinterest and Instagram.”
Nick Freadreacea, president
The Flooring Gallery, Louisville, Ky.
“There is a plethora of options available, and the media outlets are driving people to their online presence. When we meet with reps for TV or radio, all they want to talk about is their online options for advertising. We are not that tech savvy but we have been trying new ideas for the past several years. We recently revamped our website and are consistently changing keywords to keep up with the changes that Google makes. It is an ongoing process to tweak their algorithms on what moves a site up the page.
“We also have pages on Facebook and Twitter; we were a Pro on Houzz for several years and just began an Instagram account. We also ran with Angie’s List for a couple of years, but that did not bring us viable clients as most were interested in labor only or strictly the lowest price. There is a fine balance as to what is ‘image’ on a social media site and what actually drives a consumer to your store for a purchase.”