You’re the Boss Blog: An Owner Rethinks How He Spends His Marketing Dollars

On Social Media

Generating revenue along with the buzz.

Back in January, Jeff Chinman, president of Broadway Kitchens and Baths, which remodels kitchens and bathrooms in Manhattan, Northern New Jersey, and Stamford, Conn., left a comment on this blog.

In the comment, he wrote that he was now on his third or fourth revamp of his Web site, that he had a Facebook page and was trying to figure out how to integrate Twitter and Facebook. He went on to ask whether he was really getting business in return for his efforts or whether he was just bothering his “little bubble of friends and acquaintances.” He said that his big question for 2013 was where he should invest his marketing dollars: Should he stick with radio and print or try harder with social media and Google AdWords?

Confused about where to start and whom to hire to assist him, Mr. Chinman posted his comment asking for advice. After speaking with him about his 18-year-old business, I wrote a blog post that talked about his frustrations. I suggested that he update his Web site, find a way to collect e-mail addresses, start blogging and get his 10-person sales team to start tracking where their leads come from. Many commenters also chimed in with suggestions that he investigate Pinterest and Tumblr, use better quality photography to highlight his kitchens, reach back to happy customers for testimonials, address some negative reviews on Google+, and do more face-to-face networking.

Courtesy of Broadway Kitchens Baths. Jeff Chinman: Am I just bothering my little bubble of friends?

I recently checked back with Mr. Chinman to see what he thought of the suggestions and how things were progressing.

Was the information helpful?

I thought your advice was right on target, and I have three top priorities now: One, launch new WordPress Web site. Two, create a blog. Three, use local online market ads.

What did you think of the advice your received in the comments section?

I love the advice from Thomas Forgione that taking advice this way is “dangerous and usually results in poor marketing decisions” –  you get what you pay for. Most of the comments confirmed what you said and where I was going, but in addition, there were a few other ideas that I thought need more exploring, such as incorporating YouTube, tracking leads by installing a tracking code, and injecting some personality into the photos to create a connection like Men’s Warehouse.

Did any of the information surprise you?

I was not really surprised, but I thought it was interesting that someone said I should actually remove my Facebook pages.

Have you implemented anything yet that was suggested in the post?

I am hoping to launch my new Web site by April 1.

Are you planning on cutting back or increasing any of your print or radio advertising?

I am cutting back my print advertising to focus on local Google target marketing.

Are you planning to add any new staff or consultants?

I received about three or four solicitations for Internet marketing. Most are offering the same old “optimize my Web site, and they will get me No. 1 in Google searches.” Been there, heard that before.

How has business been lately?

Business has been improved starting the second or third week in January. I think it’s market driven. Since the 2008 recession, I think this is the year that people will spend again. Added to that is the built-up demand from people who put off their renovation, because of fear.

Melinda Emerson is founder and chief executive of Quintessence Multimedia, a social media strategy and content development company. You can follow her on Twitter.

Article source: http://boss.blogs.nytimes.com/2013/03/15/an-owner-rethinks-how-he-spends-his-marketing-dollars/?partner=rss&emc=rss