Hardwood Floors June/July 2018

Save up to 50% of the finishing process on every job

@walnutgrovehardwood

EXCLUSIVE FROM PRIMATECH

them Jorge’s @callmetito account so they could see what could be done. These were things I could do – I just hadn’t been asked for it yet. This helpedme upsell the job.” Capture job progress: Show how a job evolves over time with pictures or live video. “People like to see change – so show pictures of the job at each stage showing progress and a transformation,” suggested King. Publish customer testimonials: Most hardwood flooring craftsmen would agree that word-of-mouth and referrals are the best advertising. Help that process along by asking happy customers for comments to post on your Instagram, the company website, Yelp, Google Review, and other social media platforms. Be an expert: “Floor Talk” has established King as a sort of celebrity expert in the wood flooring industry. “I was posting daily for a while in addition to hosting “Floor Talk.” I was reaching about 180,000 people, and that didn’t even include people who were just viewing it and not commenting or liking comments or pictures. A lot of homeowners would contact me, showme a picture of their floor and ask, ‘Does this look right?’ I’d tell them, ‘No, you need to talk to your installer.’” Use Instagram Stories: Instagram Stories let users share photos and videos throughout their day in a slideshow format. These photos and videos disappear after 24 hours and don’t appear on the author’s profile or in their feed. But users can view stories by tapping the profile photo. Stories don’t allow likes or comments, as with regular posts, but users can send private messages with InstagramDirect (Instagram’s messaging function). Neuroh uses Instagram’s Stories feature to share with customers how their project is progressing throughout the day. He posts frequently to show how busy he is and keep top of mind with customers and prospects. The bottom line? Don’t expect immediate results. Seeing real benefits requires working the platform by frequently posting, commenting, following, and engaging with others. And the value of Instagram is not always measured in direct sales, but in relationships, knowledge, and supporting (and being supported by) others in the industry. In the next issue of Hardwood Floors magazine, we’ll cover more hands-on issues like how to set up an account, navigate the options, and advertise on Instagram. Katrina Olson is a marketing consultant, trainer, writer and Principal of Katrina Olson Strategic Communications. Reach her at katrina@katrinaolson.com.

the EDGE with • Spend less time on your knees • Reduced installation time • Minimize future call backs • Blind nail the last rows at the same 45º as the field • Put an end to scuffing, damaging, patching and painting walls

900A

1¾’’ / 45mm

1 800 363-1962 sales@primatech.ca www.primatech.ca

the magazine of the national wood flooring association

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