Digital Marketing for Flooring Companies: Setting a Premium Foundation for Your Marketing Practices
Imagine these ideal day-to-day scenarios for your flooring company:
- Your email inbox is full of form submissions from prospective clients looking for an estimate.
- Your phone is continually ringing off the hook with people interested in your flooring solutions.
- Your calendar is booked up with showroom tours.
- You are considering expanding your business to accommodate all your projects, which means hiring more staff and possibly opening a second location.
- You have 100% clarity on how your digital marketing campaign is performing.
How can all these things be possible?
Well, with a powerful digital marketing campaign, you’ll be able to scale your business from ground zero and take your operations to new heights. Let us explain how.
We’re a Marketing Agency That Specializes in Digital Marketing for Flooring Companies
Your business provides unique flooring solutions for residential and commercial businesses, from no-nonsense epoxy flooring that lasts to polished, shined concrete that looks like glass.
Now, let us provide a solid foundation for your marketing practices that will floor your customers and bury your competition.
Reach out to us for a free initial consultation with no pressure to dive in (although we think you’ll want to).
Proven Strategies for a High-Performing Digital Marketing Campaign for Your Flooring Company
We deploy clear-cut processes and strategies to get the most optimal results for our clients, making us a top-performing Houston marketing agency.
Throughout your digital marketing campaign, we’ll focus on three crucial components:
- Setting up a robust data analytics dashboard that allows you to track your campaign’s performance as it progresses in real time.
- Driving inbound traffic to your website.
- Converting that traffic into leads, estimates, and, finally, customers.
Seems as straightforward and laid out as a 360 sq. foot kitchen remodel involving luxury vinyl tile, right?
Your results don’t mean much if they aren’t thoroughly tracked and lack the data to back up your progress.
Take a moment to ask yourself the following questions regarding your digital marketing campaign If you can answer them, skip to the end or schedule a free consultation to continue your digital marketing campaign.:
- What’s your website’s conversion rate? How many visitors turn into sales?
- How many organic visitors (vs. visitors from paid advertisements) did your site get from Google last month?
- How much is your cost per qualified lead from Google Ads?
If you had a reaction like the one below after considering the questions above, keep reading, and we’ll explain.
As a leading digital marketing agency, it is our responsibility to help prospective clients understand how this works.
While our official title is “digital marketing agency,” we also collect and process invaluable data that allows us to build a personalized, high-performing, and holistic campaign for your business prospects.
Like you and your business, we thoroughly understand the industry. We’ve spent a lot of time analyzing client data to know what works and what doesn’t. Just like you wouldn’t let a client put carpet in their bathroom, we’ll never lead you astray with strategies that aren’t evidence-based and data-driven.
Phase 1: Build Robust Data Analytics
Trackable KPIs
At The Houston Marketing Agency, we use data as the framework for every campaign. It is like the subflooring for our practices; we always start with it because it sets the foundation for even and effective marketing practices.
Much like subflooring, if you’re just laying down a strategy for marketing without data, you’re not going to be very successful.
But what data do you use for digital marketing campaigns for flooring companies?
One primary key performance indicator (KPI) for your industry’s marketing campaign might be the number of estimates you give. Someone looking for flooring for a flooring remodel or a new home build will want to know the general ballpark figures of how much they might pay for flooring.
As we’re sure you know, some clients will know exactly what they want and how much square footage they’ll need, and they might expect an initial over-the-phone estimate. Others may need someone to help them design a flooring solution that best meets their residential or commercial needs; these clients might want showroom tours, onsite consults, etc.
If your digital marketing campaign doesn’t make it easy for potential clients to reach out for what they need, you may be losing sales. But you won’t know if you’re not tracking the data.
With our help, you’ll improve your online presence by adding buttons to your website to make it easy for clients to schedule estimates, consultations, and showroom tours. We’ll also keep a close eye on your KPIs before and after to show you how much difference our marketing practices will make in your business efforts.
Data Fidelity
A lot of other digital marketing agencies have a complete disregard for data fidelity. They just don’t have a consistent, accurate, or reliable scope of the marketing data throughout its full lifecycle.
We have inherited many campaigns from other agencies or freelancers. Oftentimes, when we dig into the data they provide clients, we find many issues, such as:
- Double-counting conversions.
- Failing to track every step of the funnel to clearly understand drop-off and conversion rates.
- Tracking irrelevant conversions, i.e., people making a Google Maps “direction request” to your flooring showroom.
At The Houston Marketing Agency, our goal is to use only the most accurate and relevant data for your flooring company’s digital marketing campaign. As a high-caliber flooring company, we know you don’t cut corners. You can rest assured knowing you have a digital marketing agency with the same work ethic and commitment to excellence as you.
Phase 2: Maximize Affordable Inbound Traffic
To develop a comprehensive digital marketing strategy for your flooring company, you’ll need to know the motives of your prospective clients, as well as you know a pneumatic flooring nailer.
This means understanding 1) why they’re searching for flooring, 2) what kind of flooring services they’re searching for, and 3) how they are searching for flooring companies and services.
Most of your clients are going to be searching for (our previously mentioned “why” and “what”) things like:
- Flooring solutions for a remodel or new build
- Specific flooring solutions (i.e., someone looking for Acacia hardwood flooring, polished concrete flooring with a low gloss finish, etc.)
- A flooring company that specializes in residential or commercial flooring near them
- Flooring services that best align with their individual needs (i.e., durable flooring for manufacturing facilities, tile mosaics for high-end homes or hotel lobbies, etc.)
- And more
This comes back to a fact in most industries that sell goods and services — people either know what they want or are looking for someone to help them figure it out.
The best digital marketing approaches rely on systematic practices to net all these customers as they’re directed into your website’s inbound traffic — turning them from curious parties into leads into estimates and, finally, customers!
Let’s address why this is relevant to your digital marketing campaign.
We all know Google is synonymous with performing an online search, but it was added as a verb in the dictionary, after all. When potential clients look for flooring, they’re scouting for companies and services via Google (because, let’s be honest, who uses Bing?).
Below is a snapshot of how people search for flooring services and companies.
As you can see, over 59,000 people search for “flooring companies near me” or other variations monthly — which is over 2 million searches per year!
Some people use keywords with cities to find flooring services and businesses.
As you can in the example above, over 500 people search for specific keywords related to flooring companies and contractors in Houston every month.
Why is this relevant?
Because if you’re not utilizing people’s search methods to perform well in both organic and paid traffic, you’re missing out on potential customers. But what does this mean?
Organic
There are two opportunities for you to rank organically on Google for keywords, such as “commercial flooring companies in Houston.”
The first would be the Google Local Pack, which, in digital marketing, is considered beachfront real estate. Research shows that 42% of local service searchers click on the top three results of the Google Local Pack.
Now that you know this, you’re probably eager to get located here and want to know how to get started.
While local SEO isn’t some convoluted mystery, it can be complex, and there’s a lot that goes into it, as well as a lot of time spent slowly tending your practices for the best results. We could have a long, extensive conversation about the processes involved, but the basic formula for SEO is:
- Have a fully optimized and highly-reviewed Google Business Profile.
- Have tons of localized, robust, and user-friendly (and Google-friendly) content on your website.
Below the Google Local Pack is another ideal place for your business to rank — the top organic results. Market research tells us the three highest results that rank here get 54.4% of all the “clicks.”
Now, you probably also want to know how you can rank in the top organic results.
Again, that is a long conversation, but you can start by:
- Cultivating a content-rich, comprehensive website
- Optimizing your current on-page SEO, such as title tags, meta descriptions, etc.
Paid
Another route you can take to maximize your efforts is paid advertisements.
However, not every paid channel is created equal or performs the same. Your success with paid ads may depend on factors like your location, flooring services, whether you are a residential-only, commercial-only, or both flooring business, etc.
Let’s go over a few opportunities where paid advertisements might be worthwhile for your flooring company’s digital marketing campaign.
Google Ads
All our previously discussed SEO information also applies to Google Ads, which are paid options that help you rank at the top of the results page. You might see sponsored links when you search for things on Google yourself.
If your digital marketing agency is responsible for handling your sponsored ads right, your ideal target audience might click on these as they search for flooring, leading them to your site and requesting an estimate.
Remember: There is more than one type of Google Ad that can be used to test and measure campaign performance. These include:
- Search
- Performance Max
- Display
- And more
YouTube Ads
YouTube ads for flooring companies are a great option for affordable, geo-targeted paid advertisements.
They rely on a visual element to draw potential leads in.
When looking for flooring services, most people want a company that beautifully and seamlessly installs flooring for various situations.
With visual paid ads on YouTube, you can really let your work do the talking for you.
Facebook, Instagram, and TikTok Ads
When it comes to social media sites like Facebook, Instagram, and TikTok, you have to remember that different demographics might affect your reach.
While you can certainly expect some crossover between age groups on each social media platform, you might assume that:
- Facebook is likely the preferred platform for GenX.
- Instagram is likely the preferred platform for GenX and Millennials.
- TikTok is likely the preferred platform for Millennials and Gen Z.
Well, here’s where marketing data can help clarify assumptions that might have limited the reach of your target audience.
As it turns out:
- Users who are 45 to 54 only make up 11.4% of the American population who use Facebook (compared to ages 25–34, which make up 29.4%, ages 18–24, which make up 22.6%, ages 35–44, which make up 19.1%, and ages 55+, which make up 12.9% of American Facebook users).
- Over 60% of Instagram’s user base is 18 to 34 years of age.
- Nearly 20% of the 170 million American TikTok users are aged 35-44 (which, if you do the math, is 34 million users)
If you would have reacted on a gut assumption, you could have missed your target audience. A holistic approach to digital marketing for your flooring company will help you wield each platform in a manner that is data-driven and proven to help you make an impact.
Phase 3: Increase Conversion Rates
So far, everything we have discussed emphasized getting users to your site. That is the start, but where do you go from there?
You have potential clients to view your business, but that alone doesn’t sell floors.
The whole point of driving up your inbound traffic is getting users to convert — meaning they come to learn about your services and stick around long enough to request an estimate or quote for flooring services.
Let’s look at a few ways to make that happen.
Use CRO Best Practices
Conversion rate optimization (CRO) can involve many useful strategies, such as:
- Having an accessible, mobile-friendly, and easy-to-use website.
- Ensuring your images, videos, and other visual media are appropriately sized, high-quality, and unique.
- Sharing the experiences of your previous happy customers with reviews and testimonials on your site.
We can’t discuss every strategy here, but here are our recommendations to give you the most bang for your buck.
There’s plenty more you can do, but these are some simple tips that work.
Split Test Landing Pages
Running split tests is one of the quickest ways to understand whether website copy, design, or other on-page elements impact conversion rates.
Here’s how split testing landing pages works:
- Landing Page A is your control page.
- Landing Page B is your test page. To do a split test, you take Landing Page A and change one component.
- For example, you may change the page’s buttons from “Get a Quote” to “Free Estimate.”
By comparing your control page to your test page, you can pinpoint which components may draw in more users and, by doing this consistently, eventually increase conversions.
Pricing
If you’re a business, we know you’ve got prices — and so do your customers. They’re probably spending a lot of time trying to find out your competitors pricing too.
So why not make it simple for customers to look at your site, find services within their budget, and decide that they’re already sold on your services before they even give you a call?
Clear CTAs
To help guide potential customers toward getting an estimate or quote for a flooring service, you’ll want to prominently display clear Calls to Action (CTAs) throughout your website.
These may look like:
- Schedule a Showroom Tour
- Request a Quote
- Free Estimate
- And more
Whatever you want users to do to convert, the process should be straightforward and easy to do.
Optimizing the Funnel
Users must take specific steps to go from interested searcher to parent enrolling a student, and you’ll usually run into drop-offs along the way as they decide not to request an estimate and take the next step.
With a digital marketing campaign led by The Houston Marketing Agency, you can take advantage of these trends by:
- Finding clarity on where the drop-off points are
- Optimizing drop-off points through data-driven tests
- Monitoring performance
- Continuing testing
Increase LTV on Autopilot
You provide an essential service to multiple industries across the board. Your digital marketing practices shouldn’t only focus on netting one-time clients. Some of your flooring options might last a lifetime, but it’s unlikely that your satisfied customers will never require flooring services again or know someone who does.
Email Automation for Repeat Services and Referrals
Once you’ve completed a flooring project for a client, you want to stay on their mind anytime flooring is brought up. When someone compliments their new flooring and says, “Great flooring,” they say, “Thanks, so-and-so did it. I highly recommend them.”
Or at a dinner party when another guest says, “After three kids, our carpet flooring is toast.” They say, “You know who completed my flooring project flawlessly?”
And when the time comes and they need another flooring service, they’ll think of you.
How are you going to stay on their mind? Well, through email automation that is integrated into your digital marketing campaign, of course. With this method, you can:
- Continuously reach out to existing customers to share about business successes, other completed projects, special pricing, etc.
- Offer information on additional services so that when they recommend someone, they have an inbox full of relevant information and referral incentives.
- Promote discounted services to repeat customers and referrals.
With The Houston Marketing Agency, You Don’t Have To Resurface Your Entire Approach to Digital Marketing for Flooring Companies
The digital marketing campaign for your flooring campaign has to do more than cover the main bases. It has to be concrete and glossed over with a finish that allows your brand to shine.
At The Houston Digital Marketing Agency, we rely on rock-solid data and practice to get our national and local clients the best results. You are the best at what you do, so let the best help you market it.
We’d love to help you boost your monthly project count with a comprehensive digital marketing campaign. We are so confident in our process and methods that we offer a 100% refund if we can’t improve your performance within three months of hiring us.
Ready to get started? Contact us today to learn more.