Why Google is King

"I don’t know where to start with my online marketing.” I was on the phone with Brad, a dealer from Texas, and he was explaining that running his business took so much of his time that he felt totally overwhelmed trying to figure out internet marketing.  I’ve heard versions of this lament from many dealers, [...]

By |2019-02-12T15:54:39-06:00November 22nd, 2018|

Are You Boring Your Facebook Followers?

The cardinal sin of Facebook marketing — or of any marketing — is to be boring. I’ve evaluated Facebook pages for a lot of flooring dealers, and the majority of the posts I see feature photos of products, or displays, or showrooms. Sorry to break it to you folks, but if you’re making heavy use [...]

By |2019-02-12T15:54:53-06:00November 8th, 2018|

Does Your Website Answer The Unspoken Question?

“You’ve got to remember that every prospect searching online for a flooring store has an unspoken question on her mind: Why should I choose you instead of your competitors?” I told Brad, a dealer from Connecticut for whom I was doing an online marketing assessment. “Wow, I’d never thought of it that way,” he replied. [...]

By |2019-02-12T15:55:04-06:00October 25th, 2018|

How’s Your Online Reputation?

“Jim, I can’t believe this dealer has a higher star rating than us! He operates out of a storage container, and he once pulled a gun on a customer!” I was doing an online marketing assessment for Susan, a dealer from California. At the beginning of our meeting I said, “Susan, let’s walk a mile [...]

By |2019-02-12T15:55:17-06:00October 11th, 2018|

Profitable Facebook Posts

“We paid a company to do Facebook posts for us, and the results have been terrible,” the owner of four flooring stores recently told me. “We’ve pretty much given up on Facebook marketing.” I’ve heard similar comments from dealers frustrated with their results from Facebook marketing. This isn’t because Facebook can’t be very profitable for [...]

By |2019-02-12T15:55:27-06:00September 27th, 2018|

Which Social Media Platform Should I Use?

“I keep hearing about all the different social media platforms. Where should I be marketing my business? There are so many! I simply can’t keep up.” I hear comments like that from busy floor dealers. It’s understandable because there are a lot of options available! If you’re struggling to choose a platform, why not focus on [...]

By |2019-02-12T15:55:38-06:00September 13th, 2018|

Winning the Path-To-Purchase Game – Part 2 of 2

Statistically, when buying big ticket items ($500 or more), the average consumer spends 79 days on the path-to-purchase. 85% begin their path-to-purchase online. But, 82% of the time they make the actual purchase in a brick-and-mortar store. Therefore, in order to make sure that the path ends at your store instead of a competitor’s, it’s [...]

By |2019-02-12T15:57:36-06:00August 30th, 2018|

Winning the Path-To-Purchase Game – Part 1 of 2

In 2016 Synchrony Financial did a Major Purchase study that focused on the path-to-purchase consumers take when they buy big-ticket items. (Big ticket is defined as $500 or more.) 85% of consumers begin their path-to-purchase online. 70% then visit a brick-and-mortar store. 82% make their purchase in the store. According to GE Financial, this entire [...]

By |2019-02-12T15:57:50-06:00August 16th, 2018|