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Social networking: Know target audience, keep content current

Volume 27/Number 26; April 28/May 5, 2014

By Jenna Lippin

Screen Shot 2014-05-05 at 3.13.20 PMWhile the flooring industry tends to embrace changes over time, there is not a minute to waste when it comes to social media. Floor covering retailers often tend to be “old school” thinkers, honoring longtime traditions and business practices, but the last several years have brought about many unavoidable modern marketing and sales techniques, the most important being online tools, including up-to-date websites, Google Plus pages, and Facebook and Twitter profiles.

The first step, according to Internet and social media experts, is making a business known. Exposing what a store has to offer is no longer limited to monthly mailers and a listing in the Yellow Pages. A retailer’s initial goal should be creating a store listing online.

“The name of the game is being found,” said Paul Friederichsen, owner of BrandBiz, a marketing and advertising company utilized by several flooring companies, including Novalis, Beaulieu and Kronotex. “If you’re not taking care of [that exposure], you’re at an immediate disadvantage from a competitive standpoint with other retailers in your area. Social media, blogs, etc., all contribute to organic ranking on Google. It’s very important. It is the new battleground that’s really not even new anymore.” Continue reading Social networking: Know target audience, keep content current