7 Digital Marketing Mistakes Flooring Installers Should Avoid
Every business should be taking advantage of digital marketing in today’s day and age. The same is true for flooring installers.
The reason is simple: consumers rely heavily on Internet research to make purchasing decisions. As much as 60% of consumers start searching for products or services by using an online search engine.
Businesses understand this, with 75% stating that they consider digital marketing to be highly effective at generating new customers.
However, there are certain digital marketing mistakes businesses need to avoid to ensure that their marketing efforts don’t go to waste and that they’re able to generate a significant return on their investment.
Let’s look at the top seven digital marketing mistakes flooring installers need to avoid:
1. Not having a documented marketing strategy
In most cases, if you try to market your flooring business without a concrete strategy and plan, you’ll be throwing money away. You’ll either generate no results or get a very poor return on your investment.
Documenting your marketing strategy will ensure that you have a clear idea of what you want to accomplish, as well as how you’re going to do it. Having a written strategy will help you stay on track to reach your goals.
Your marketing strategy should contain information on your target audience, competition, unique selling proposition, pricing strategy, and goals.
2. Lack of a clear understanding of your target audience
If you want to be able to market your flooring installation business effectively, you’ll need to have a clear understanding of your target audience.
What kind of people are you trying to reach with your marketing efforts? Who is your ideal customer?
You’ll want to research your target audience to understand their interests, problems, and pain points.
Once you gain a clear understanding of your target audience, you’ll be able to adapt your messaging to appeal to the people you’re trying to attract to your business.
One of the best ways to think about your target audience is in terms of buyer personas.
Buyer personas are fictional representations of your ideal customers. You should create a buyer persona for each type of customer you’re trying to attract.
When defining buyer personas, you’ll want to include their age, gender, income level, location, education, specific pain points, as well as any other characteristics that you consider to be relevant.
3. Running a marketing campaign without setting clear goals
If you don’t set goals for your campaigns, you’ll have no way of knowing if your campaigns are successful or not. You also won’t be able to determine which of your tactics have been working well (and which haven’t).
Goals provide direction and guide your decision-making process. They also facilitate strategic thinking and planning, as well as improving motivation.
When setting goals, you should make sure that they’re specific, measurable, attainable, relevant, and time-bound. These are known as SMART goals.
4. Failing to track and measure results
Tracking and measuring results is crucial to understanding how your marketing campaigns are performing, as well as how you’re progressing towards achieving your goals.
If you’re not tracking the results that your campaigns are generating, you’ll have no idea of how they’re performing. You also won’t be able to optimize your campaigns to achieve better results.
Start by implementing Google Analytics tracking on your website.
This will allow you to gain a variety of insights on your campaign performance and target audience, including where your website traffic is coming from, what visitors are doing once they land on your website, as well as identifying your most popular content.
5. Putting customers’ needs and wants behind your own
You’re running a business to make money. That’s fine.
However, that doesn’t mean that your main priority shouldn’t be to make your customers happy.
If you want to succeed in today’s competitive business landscape, you need to work on becoming customer-centric and putting your customers’ needs and wants as your first priority.
There are many different aspects of customer-centric marketing. If you want to become customer-centric, you’ll want to look into personalizing your marketing efforts, creating content that helps your target audience solve their pain points, and adapting your sales process to suit your customers’ needs and preferences.
If you focus on making your customers happy, you’ll have an easier time converting prospects and retaining existing customers.
6. Not personalizing your marketing efforts
People are exposed to thousands of advertisements and marketing pitches every day. If you want your marketing efforts to be successful, you’ll need to find a way to stand out.
One way to do that is to personalize your marketing campaigns.
There are plenty of opportunities for personalization in marketing. You can personalize:
Recommending content that your website visitors would be interested in based on their browsing behavior is a great way to employ personalization, to keep visitors on your website longer, and have an easier time guiding them to your call-to-action (CTA).
Email Marketing Campaigns
You can personalize your email marketing campaigns by addressing recipients by their name or sending personalized offers.
A great way to personalize your advertising campaigns is to retarget people who’ve already visited your website or shown interest in your business in some other way.
One thing to keep in mind when looking to employ personalization is that you must ensure that you have accurate data about your prospects and customers.
Using inaccurate data for personalization purposes can result in your marketing efforts backfiring completely.
7. Ignoring mobile users
There used to be a time when most people used desktop computers to access the Internet. Today, half of all web traffic is generated using mobile devices.
Since half of your website visitors will be using a smartphone or a tablet to access your website, it’s important that you make your website easy to use on mobile devices. If mobile users can’t navigate your website easily, they’ll simply leave and go somewhere else. As much as 61% claim that they’ve abandoned a website that didn’t display properly on their device while 45% state that they’re unlikely to ever return to such a website again.
If you want to avoid losing potential customers, you’ll need to make sure to optimize your website for mobile devices.
Make your website easier to use for mobile users by using a bigger font size, large buttons and input boxes, as well as plenty of white space. This will make your website easier to navigate and reduce the number of misclicks that your mobile visitors make.
Avoid Making Common Marketing Mistakes
Creating a marketing strategy and carefully avoiding these mistakes will help your business thrive. For more tips and tricks to grow your business, sign up for our weekly newsletter.
Work with BuildDirect to continue improving your marketing techniques. Your business is sure to succeed.