Hardwood Floors February/March 2025

MARKETING RESOURCES

U.S. Small Business Administration: View a marketing plan template Hootsuite, Buffer: Schedule social media posts and view analytics Linktree: Share and manage multiple links on Instagram Bitly: Shorten long links or create custom URLs Canva: Find social media graphic templates, create print materials, and generate QR codes Grammarly: Improve grammar, spelling, and writing clarity Google Analytics: View web analytics; training and certifications available via Skillshop ChatGPT: Assistance with writing social posts, video scripts, web copy, and more Shutterstock, Adobe Stock: Download high-quality stock photos Constant Contact, Mailchimp: Create email marketing campaigns — Compiled by Amy Burris, NWFA

PHOTOS COURTESY OF TOTTA HARDWOODS

Mike Totta (seated on the front row, left), owner of Totta Hardwoods in Kansas City, Missouri, says everyone has things that make their company unique when bringing goods and services to market and you need to determine who those are the best fit for. Joshua Lawson says hardwood flooring people are experts at hardwood flooring, not SEO and AdWords, so don’t be afraid to use an outside resource if you need help figuring it out.

“Use Google Analytics to understand your website traffic. Watch your social media audience growth and how people interact with your content. Compare new leads and completed projects against specific marketing activities,” he says. “Marketing is fundamentally about learning, testing, and continuous improvement.” Finally, don’t be afraid to utilize an outside resource if you are unsure about figuring it out. Don’t forget to measure how your marketing efforts are working. Bollinger suggests tracking a few key indicators and setting aside time, either monthly or quarterly, to review metrics. “It’s a great opportunity to meet people that can end up being your suppliers or vendors,” he explains. “Social media and real life have to complement each other, though. It cannot be on Instagram only; you have to go to the tradeshows like Expo, Surfaces, and more because it happens a lot where they say we’ve heard of you before, and we have people come all the way from Eastern Europe to our showroom just to meet in person and that speaks levels about how you can make a connection beyond Instagram.”

“Hardwood flooring people are experts at hardwood flooring, not SEO and AdWords,” says Lawson. “Find an expert that can help you walk through that to make sure you’re doing it right. It takes a weight off you trying to figure it out. You have a tax accountant, and you almost need to have somebody that understands SEO and AdWords.”

Libby White Johnston is the publisher of Hardwood Floors magazine. She can be reached at libby.johnston@nwfa.org.

the magazine of the national wood flooring association

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