In the last edition, we covered how to make the most of your website and leverage paid ads and local SEO to help grow your flooring business. We hope that you took some action and were able to start to implement some of the things that were mentioned.
We will continue by covering some of the other ways you can improve your flooring business’ online footprint and drive more customers your way. So let’s begin…
V. Leveraging Marketing Automation & AI to Increase Lead to Customer Close Rate:
Have you ever noticed that you convert more leads into clients when you are able to support them right away? This makes sense, right? If you are shopping around for a quote and one of them gets back to you quicker than the next, you are likely going to move forward with them (unless the price difference is way off).
With marketing automation and AI technologies you can revolutionize your lead nurturing and customer relationship management processes. This means that any leads that reach out can automatically be responded to instantly via email, or SMS so that they have no time to go to your competitor. Also, once they are a lead, you can nurture them throughout the sales journey with automated follow-ups, updates and reasons why they should choose you. You can also set up automatic reminders for quotes, installs and reviews for when the work is complete.
With AI technology, you can even train these platforms how to answer specific frequently asked questions so that you or your sales team do not have to be the ones answering repetitive questions, and you can focus on closing the leads that are warmer. Automate repetitive tasks, personalize communication, and utilize AI-powered tools for lead scoring and targeted messaging—by streamlining these processes, you can increase efficiency, improve conversion rates, and close more deals.
ACTION ITEMS:
✅ Take inventory of your current sales and estimating process. Are there parts that could be improved by adding elements of automation?
✅ Check your lead pipeline and CRM. Are there leads that have gone cold because they were not followed up with in time?
✅ Find a marketing automation platform that works for you and your business so that you can easily respond to leads when they come in, nurture them from cold to hot, and close them with greater efficiency and effectiveness
VI. Video Marketing:
If pictures are worth a thousand words, then videos are worth a million. Afterall, who doesn’t like to see something before they commit to buying it? Video marketing is a powerful tool for flooring businesses to showcase their work, demonstrate product installation techniques, and engage with their audience.
And the best part is that you don’t need fancy equipment or technology to make this work anymore. Each and every one of us has access to a high-quality camera in our pockets, so there should be nothing holding you back. So go ahead and create short, high-quality videos that highlight your expertise, provide valuable insights, and resonate with your target customers. People love seeing transformations or learning about what is involved in the flooring process. So try to document the journey from choosing the right flooring to installing it.
Once you have the videos, it is important to make sure people see them. Share them on your website, social media channels, and YouTube to expand your reach and build brand authority. Luckily for you there are plenty of tools that make this easy to do, so you don’t need to spend hours learning something new.
ACTION ITEMS:
✅ Film yourself on the job over the next few weeks (it may be awkward at first, but then you will get the hang of it)
✅ Create a video library of topics related to the questions your customers ask you regularly
✅ Share these videos on your website, social media channels and with your prospective clients and customers.
VII. Social Media Marketing for Increased Exposure and Brand Awareness
Social media platforms provide an ideal space for flooring companies to engage with their target audience, build brand awareness, and drive website traffic. Develop a social media strategy that includes regular posting of engaging content, such as project showcases, customer testimonials, flooring tips, and industry/company news. Encourage user-generated content and actively respond to comments and inquiries to foster a sense of community and trust.
At the very least, you should be active on Facebook, Instagram and Pinterest. If you have a decent following, then your posts will likely get seen by a good amount of people. If not, you will likely have to invest in the paid ads to grow your reach. Again, there are loads of tools out there that make it easy to come up with post ideas, content and even syndication. But if you don’t have the team for that, then just remember to post something every week or 2 so your profiles stay active.
ACTION ITEMS:
✅ Make sure you have an account on FB, Instagram and Pinterest
✅ Share relevant and engaging content every week
✅ Interact and engage with your audience to develop a sense of community and grow your followers
VIII. Advertising on Houzz or Angie's List:
Advertising on platforms like Houzz or Angie's List can be highly beneficial for flooring businesses - especially those starting out. These platforms cater specifically to homeowners seeking professional services. By showcasing your work, collecting positive reviews, and utilizing targeted advertising options, you can enhance your visibility among homeowners actively seeking flooring solutions. The problems with these sites are that you often have to share leads with your competitors and pay for exclusivity. Also, if you are using them for lead generation, they are using assets that they own, instead of assets that you own (like your website or Google business profile). Regardless, these are important sites to build profiles on to showcase your work, and can be a great way to generate leads and work as you grow your flooring business.
ACTION ITEMS:
✅ Set up a complete account on sites on the top sites that people are looking at when searching for a flooring company
✅ If you are starting out, consider investing in their lead generation programs
✅ If you are already using them, audit the ROI and value that they are bringing you. Is it enough to justify sharing the leads?
Digital marketing plays a crucial role in the success of flooring businesses. By implementing the strategies outlined in this guide, including website optimization, utilizing Google and social media ads, improving local SEO, leveraging marketing automation and AI, engaging in video marketing and social media, and advertising on platforms like Houzz or Angie's List, you can enhance your online presence, generate quality leads, and achieve sustainable growth in the competitive flooring market. But remember there is no magic bullet. It takes a commitment to investing in these strategies for the long-term to see the best results. If you are serious about growing your flooring business, then be prepared to roll up your sleeves.
