Like many others, you may have some great epoxy floor coating experience, with an outstanding showcase of your tremendous works. As the retail real estate market booms and Marijuana, Hospital, Pharmaceutical and other regulated commercial center demand rises, you may be asking yourself why the inbound calls or site form submissions are dwindling…
Well…the not-so-bad news is that you are not alone. As a matter of fact, you are in the majority of seasoned floor coating companies. For those floor coating company owners and operators with a long history of epoxy or other cement floor coating experience, it may not give you a warm feeling, but the fact of the matter is that you are losing a lot of business to younger companies that are most likely investing in effective online marketing programs!
Your competitors may be getting more leads now, but at what future cost?
Many of your competitors who are generating more leads and in turn more business, are using marketing agencies focusing solely on paid advertising programs on Google and a multitude of social media platforms, as opposed to using a complete turnkey marketing. We know this because we are one of the few online marketing companies serving only the floor coating industry that offers true turnkey plans; plans that utilize Paid Ads and Social Media Content Marketing (PPC/SMCM), Search Engine Optimization (SEO) and E-mail Marketing in a turnkey process that converts prospects successfully and consistently!
Most of these aforementioned online marketing agencies whom service floor coating companies are doing a huge disservice to their customers when allocating most of the floor coaters marketing budget into Paid Ads. Of course, there will not be complaints when leads are flowing in, but overtime this model guarantees a progressively rising cost as competition in the floor coating industry rises. In short, the floor coating companies that use such marketing agencies will most likely fall into a trap of being consistently required to increase their budget to achieve the same amount of lead growth.
Many of your competitors are not focusing on the long term organic benefits of SEO
Another issue with using marketing programs biased towards adspend-based initiatives touted is the lack of organic brand growth benefits through true Search Engine Optimization (SEO) and the little to no retargeting or funneling benefits from e-mail drip marketing. Conversely, If marketing budgets are allocated in conjunction with Google and Social Media Platform Adspend Campaigns, Search Engine Optimization (SEO) will drive your company more leads over time at a reduced cost.
A knowledgeable and seasoned floor coating marketing company will analyze the key terms and other metadata that is converting and dynamically monitor and swap out lower-performing key terms that are being optimized on the SEO side of the equation. As your site ranks up organically on Google over time, PPC budgets or Adspend can be reduced, thus cost can be drastically reduced while leads continue to be generated at a rising rate.
Timing is everything and Email Drip Marketing keeps inbound leads engaged until converted
E-mail drip marketing should be used once leads are generated through site and social media landing page forms. Many times, a prospective floor coating customer will fill out a site or social media form, it may not be the best timing for them to move forward and it will be difficult to get in touch with them for an introductory call or estimated quote. For optimal conversion results over time, it may be best to migrate these customers to an e-mail drip list and tactically funnel them back to a hotter read-to-buy status over time.
So, what's the good news?
The good news is that our research indicates from 2022 through 2027 and beyond, the floor coating industry will continue to grow at a faster pace than other home improvement sectors. Furthermore, many of your competitors are sending a lot of money into only paid ad programs and it will become more difficult for them to compete as competition rises, since the Pay-Per-Click (PPC) costs rise with demand and competition.
That means that epoxy floor coating companies that pick the right online floor coating marketing company with the right holistic turnkey marketing plans, can really grab some market share over the coming years. FloorCoatingMarketing.com may just be the best thing in this industry since the advent and application of Epoxy! Don’t take this author’s word for it…book a no-obligation call and see for yourself how you can truly drive ready-to-buy traffic to your epoxy floor coating business!