October 20, 2020  
 
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Marketing a Carpet and Rug Contractors Business

A profitable carpet and rug contractors business is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.

Multiple marketing factors affect bottom line profitability. However, great marketing strategies share a common characteristic.

In this industry, long-term survivors build their strategies around a core of marketing essentials.

Social Media Monitoring

The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. However, social media also has a dark side -- negative mentions. These days, carpet and rug contractors businesses need to be particularly sensitive about the potential for negative brand commentary on social media sites. Social media monitoring can be as simple as periodical Google searches or as complex as the application of sophisticated monitoring software. Either way, it's essential to develop a system for regularly monitoring your company's presence in social media, followed by positive customer engagements.

Product Knowledge

There is no substitute for being able to speak convincingly about your products in a carpet and rug contractors business. Whether you outsource marketing or handle it in-house, the more familiar marketing personnel are with your products' distinctive characteristics, the easier it will be to devise marketing strategies that differentiate your carpet and rug contractors business from the rest of the field. If you can't articulate your products' unique characteristics, your messaging - and revenue stream - will suffer.

Promotional Calendars

Uncoordinated and disjointed marketing plans tend to backfire on carpet and rug contractors businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.

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Conversation Board

The carpet and rug contractors business industry is evolving, and new marketing tactics should be tested on a regular basis. We welcome your comments and feedback about marketing techniques in this space.


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