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Digital Marketing: Putting social media to work for your business

Expert advice on helping dealers take the virtual plunge

November 7/14, 2016: Volume 31, Number 11

Achieving success at retail in today’s high-tech marketing, media-rich world requires a departure from traditional consumer-outreach thinking. Experts the world over agree that a solid social media strategy should be at the core of any marketing program.

That begs the question: What’s the best way to get started? It might sound elementary, but the first order of business is to get to know your audience. Experts say a retailer’s customer demographic will shed light on where they are spending time online. Facebook, for example, is the most popular social media platform for women ages 34 to 54.

Next, review the various social media platforms to see what might work best for your needs. The possibilities on social media are growing and evolving, with new platforms launching frequently (see graphic). Among the most popular are Houzz, Pinterest, Instagram, Twitter, Facebook, YouTube, Google+, LinkedIn. Before deciding on a platform that best suits their needs, objectives and, yes, capabilities, retail business owners and operators should consider how much time they can devote to social media. Many experts agree that about an hour a day should be spent on each social network (at least when first starting out). Next, retailers need to consider the audience and demographics. For instance, which social networks are used most by your customers?

Many online marketing proponents believe Facebook tends to deliver the greatest results given its widespread use across varied demographics. According to Christine Whittemore, chief simplifier and digital marketing specialist at Simple Marketing Now, it’s helpful to start with Facebook as most dealers are already familiar with this social network on a personal level. “I’m hopeful that someone has done some experimenting and is somewhat familiar with one of the networks,” she said. “It really helps to understand the network from a personal point of view before getting involved with business perspective.”

Starting off small with Facebook makes sense, experts say, as consumers often search that platform in much the same way that they look for a regular webpage. At the same time, marketing advisors and professionals only recommend posting something on Facebook that has a purpose. In the case of floor covering dealers that means attracting new customers and retaining customers that dealers have already sold.

On the flip side, many retailers remain hesitant to get involved with social media because of seemingly inevitable negativity, particularly with customer reviews. Most dealers know all it takes is one unhappy customer sounding off on a social network or review site to potentially affect other consumers. However, business owners should take these reviews as opportunities to turn negatives into positives.

“More frequently, consumers who are thinking of replacing a floor are looking online for answers: what to buy and where to buy it,” notes Paul Friedrichsen, owner of BrandBiz, a marketing and branding consultancy. “That means she’s probably paying close attention to online reviews. In fact, research says 70% of online customers rely on reviews before making a purchase. So, if you’re not listed on a review site then you’re not in the game. Even worse, if you are online but your reviews are lousy, you’re already losing.”

Ultimately, presence on the top social networks is key, particularly visually based platforms like Instagram and Pinterest. Posting original, engaging content on Facebook is paramount, along with short, attention-grabbing blurbs on Twitter. Business listings on Google+, Yelp and Angie’s List will help with search rankings and garnering customer reviews. Houzz—which allows users to express their creativity—is another network rising in popularity in recent years. It works like Pinterest in that it is based on inspirational photos, which falls right in line with the home furnishings/fashion industry. Once a dealer has selected a platform—or group of platforms—the next move is allotting a budget for online marketing initiatives. One of the best things about social media, experts say, is it offers an advertising vehicle for a very low price. You can actually choose to spend nothing, but experts suggest working with a budget—it can be as little as $35 a week—to get additional exposure. “It’s the cheapest media money you will ever spend,” Friederichsen said. “You could spend $10 on Facebook to boost a post or ad and get 1,000 people to look at it. The return on investment for this doesn’t compare to anything you’ll spend in mass media.”

Whittemore also encourages boosted posts. “You are basically paying Facebook for increased visibility. It’s a fabulous tool because you can target certain people in specific locations and you can do it for very small amounts of money.”

But don’t boost everything and anything, she noted. “Before you boost, see if the post gets some organic attention [with likes and comments]. If it’s a dud, don’t waste money on it. You want a mixture of updates—some about you and some about topics that are of interest to your customers. You have to test what works.” social-infographic2015

Creating a connection
At its core, social media is a helpful tool for building relationships with customers. It’s an opportunity to give them a behind-the-scenes view of your business or how “human” you are. It also enables dealers to highlight top-notch customer service and the quality of completed jobs. Experts recommend dealers share photos of their best installations.

“If you want to attract new customers or get the word out about your business, you may want to focus on what’s new in the store or talk about some events you are hosting,” Whittemore suggested. “Think ahead of time to decide what you are going to share and when. And if someone comments on your post, be sure to respond in a reasonable amount of time.”

Experts also suggests dealers get their customer service reps and sales teams involved with social media as well, as this helps with consistency. “It’s not a matter of showing up once; you have to be there all the time,” Whittemore stated. “It’s like joining local business organizations or attending chamber of commerce meetings—you have to go regularly to meet people and hand out business cards. Social networking serves the same purpose, except you’re doing it all online.”

 

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Carpet One Floor & Home, Angie’s List connect to benefit local flooring retailers

screen-shot-2016-10-17-at-2-01-27-pmManchester, N.H.–Carpet One Floor & Home launched a new program with Angie’s List, a trusted name in the home renovation community that provides consumers with access to verified reviews and information on local professionals.

Carpet One Floor & Home hopes to help more Angie’s List members connect with their local flooring retailers, giving them an alternative to national chain retailers. Because they are a cooperative of independently owned flooring stores, Carpet One Floor & Home can offer Angie’s List users a local option when it comes to their flooring needs while ensuring that they’ll still get great pricing, quality flooring and professional installation.

Another benefit for Angie’s List customers is The Beautiful Guarantee, available only at Carpet One Floor & Home stores, which gives customers the confidence to purchase their new flooring without worrying that it won’t look the way they expect.

“This new program not only provides our member stores with increased exposure across other flooring categories, but also helps them save on their advertising costs,” said Janice Jacobs, vice president of marketing, Carpet One Floor & Home. “Eligible Carpet One Floor & Home stores not participating in Angie’s List advertising now have the opportunity to do so.”

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Angie's List forms exclusive relationship with Shaw

Screen Shot 2015-04-22 at 10.46.35 AMIndianapolis—Angie’s List has announced an exclusive relationship with Shaw Industries that will provide Angie’s List members with exclusive product offers from Shaw. The agreement with Shaw comes on the heels of a similar agreement announced last month with Benjamin Moore & Company. Both Shaw and Benjamin Moore are Berkshire Hathaway companies.

Under the agreement, Shaw will provide discounts to service providers on Angie’s List who buy Shaw flooring for installation to Angie’s List members. In addition, members will be able to purchase pre-packaged offers from Angie’s List’s online marketplace that include Shaw flooring and installation.

“We continue to seek out relationships with the very best manufacturers in the home improvement industry as a way to deliver increased value to our members,” said Pat Brady, president of marketplace for Angie’s List. “Shaw is a world leader in flooring and we are proud to be able to offer Shaw products exclusively to our members.”

“This is the perfect opportunity to partner with the home improvement industry’s most trusted source of local reviews and recommendations,” said Trey Thames, vice president of product and marketing for Shaw. “Angie’s List recognized what information homeowners appreciate most and set a new standard of service in today’s digital marketplace.”