Slippery Rock Gazette

A 2024 Digital Marketing Plan for Countertop Shops

Stephen Alberts

Countertop Marketing Co.

In 2023, countertop shops had a pretty good start to the year, with lots of folks wanting kitchen and bathroom makeovers. But as we got into summer, things began to slow down a bit, and it’s been a bit up and down since then. It’s not the COVID rush anymore and we are back to pre-2020 times. The unstable economy doesn’t help, so shops have a lot to consider rolling into 2024!

We need to come up with a solid plan to make things more predictable and keep those leads coming in steadily. I’m going to lay out what you can do in order to make 2024 a bit more predictable in terms of countertop shop leads and projects.

Let’s first talk about your website. I still see so many shop sites that are very outdated and not on point. This is the foundation of your business. In 2024 your goal should be to have a very solid foundation and website. If you do not, you will lose to the competition in your area.

Set Sail for a Prosperous 2024

Your Shop’s Website

Optimize for Local Search: Make sure your shop’s website is well-optimized for local search engine optimization. Include relevant keywords like “countertop shop near me” and create location-specific content. This helps your site show up when local customers are searching for countertops near them.

Showcase Your Work: Create a portfolio section on your website to showcase your best countertop installations. High-quality images and descriptions of completed projects can give potential customers a sense of your craftsmanship and style.

Easy-to-Use Contact Information: Ensure that your contact information, including your phone number and showroom address, is prominently displayed on your website. Consider adding a contact form for online quotes, making it easy for visitors to reach out. It must be very EASY for them to contact you. You don’t want potential customers searching around!

Customer Reviews and Testimonials: Include customer reviews and testimonials on your website. Positive feedback from satisfied clients builds trust and credibility. Encourage happy customers to leave reviews on Google and Facebook, and then display them on your site!

Regularly Post Blog Updates: Start a blog and regularly publish informative content related to countertops, home renovations, or interior design. This not only provides value to your visitors but also improves your website’s search engine ranking. Share tips, trends, and project ideas to engage your audience. All content should be unique and don’t copy and paste this content.

Project Pictures

We’ve talked about showcasing your work and that is super important for a shop. But let’s dig more into project pictures and what you can do with them.

Social Media Showcase: Regularly post project photos on social media platforms like Instagram and Facebook. Use relevant hashtags to attract a broader audience and keep your followers engaged. Even use a small budget to promote these posts. They will get you TONS of exposure!

Google Maps Visibility: Ensure your business is listed on Google Maps and upload project photos regularly to it. This not only helps customers find you but also showcases your work’s quality. And gives Google a signal to show your profile more.

Word-of-Mouth Power: When people share and like your project photos, it generates buzz and word-of-mouth referrals. Visuals are powerful tools for recommendations.

Do this consistently and you will gain more traction by getting more jobs. It’s pretty easy to do once you get into the flow of getting pictures and posting them.

Increase Showroom Traffic

Something that we learned in 2023 is that the shops we work with close showroom traffic really well. In some cases 75+ %! Social media ads can help drive more showroom traffic. Follow the tips below.

Local Targeting: Use Facebook and Instagram’s advanced targeting options to focus your ads on users in your local area. You can narrow down your audience by zip code, city, or a radius around your showroom’s location. By reaching potential customers who are nearby, you increase the likelihood of them visiting your showroom in person.

Showcase Showroom: Create ad campaigns that highlight your showroom’s displays and features. Use visually appealing images or videos to give viewers a taste of what they can expect when they visit your shop. Mention any unique or trendy countertop designs that you have on display to pique their interest.

Promotions and Discounts: Price can be a powerful motivator. Consider running ad campaigns that feature special promotions or discounts for showroom visitors. Highlighting cost savings in your ads can attract more leads, as many customers are looking for value in their projects.

Call to Action (CTA): Make sure your ads include clear and compelling calls to action. Encourage viewers to “Visit Our Showroom Today,” “Schedule a Consultation,” or “Request a Free Quote.” Using persuasive CTAs can drive potential customers to take action and engage with your shop directly.

In 2024, things might get a bit tougher for countertop shops, and I want to help you navigate the challenges. To really make it in this competitive landscape, you’ve got to focus on beefing up your online game. With more players entering the field, it’s crucial to stand out online to snag those precious project leads. So, take a good look at your website; make sure it’s up-to-date and user-friendly. Don’t forget to showcase your work and engage with folks on social media – it helps build trust and a sense of community. And if you’re not already using online ads and encouraging happy customers to leave reviews, it’s high time to start. These steps will be your secret sauce for staying strong and getting noticed in 2024!