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

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.

You're the Boss Blog: Where Should I Invest Invest My Marketing Dollars?

Generating revenue along with the buzz.

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

Jeff Chinman, 53, is the president of Broadway Kitchens & Baths, which remodels kitchens and bathrooms for residential customers in Manhattan, Northern New Jersey and Stamford, Conn. It also sells materials and remodeling services wholesale to builders and management companies. The company generates a few million dollars in revenue each year, but in 2012, its growth was flat.

Mr. Chinman, who says he is an avid reader of this blog, had been hearing so much about blogging and social media that he started feeling like he should do something new to market his services. But what? Confused about where to start, he left this comment on one of my recent posts:

I am working on my either 3rd or 4th revamp of my web site, I have a Facebook page and I am trying to figure out the Fb, twitter, blog integration thing, but then I ask myself, does it really work. Am I just sending and bothering my little bubble of friends and acquaintances or do I really get business from it? There seems to be a gap in what works, and who really knows what there doing. My big question is for 2013, do I spend money pushing social media/ Internet advertising (google adwords) or stick with radio and print?

Mr. Chinman and his wife, Linda, bought Broadway Kitchens & Baths 18 years ago. They were drawn to the Manhattan location, conveniently positioned on a busy corner in the Village. The business grew, and in 2000 they opened a showroom in Englewood, N.J., near their home. In 2008, they opened their third store in Stamford.

They built the business, Mr. Chinman said, on customer service. “Hey, this is New York, people demand excellent service in this city,” he said. “We don’t just sell faucets. We’ve done the homework for you, so you don’t have to go out and research everything ad nauseum.” Mr. Chinman said his biggest marketing challenge was to drive traffic to his showrooms and to his Web site. “I want to move up in position in organic search on Google,” he said.

His ideal client is someone who may not have a lot of time but does have some money to spend. Currently, 80 percent of his sales leads come from the visibility 0f his location and from referrals. When asked what is working, Mr. Chinman said he advertises in the newspaper, on local radio and in the Frankin Report, and he uses lawn signs when remodeling in suburban areas. Referrals from manufacturers account for about 5 percent of his business.

So, as Mr. Chinman asked, where should he put his marketing dollars: social media? Google AdWords? Or print and radio?

Personally, I do not think it’s an either-or situation. Social media should be part of any overall marketing program.

When I looked at this company’s social media footprint, a few things stood out. First, the Web site could use a face-lift. One option is to upgrade the site to one based on WordPress, which would offer the flexibility to add a blog and social media connections. A new site should be mobile-ready, as well, because more and more smartphone users go to the the Internet only from their cellphones.

Blogging can be a great way for a service business to build a social media footprint, but it is important to understand at the start that it is time consuming. You don’t want to start out strong and then stop. Mr. Chinman might also consider developing an e-book or special report to give away on the site to start building an e-mail marketing list.

Once the site is upgraded, local online advertising is a great option for this company. Since the goal is to drive traffic to the showrooms, a pay-per-click campaign using Facebook ads or Google AdWords should be effective.

Right now, the company has three separate Facebook pages for the same location, none with more than 51 followers. He might consider developing a Facebook page for each location and highlighting a project of the week. Engagement is everything, and good pictures go a long way on Facebook.

Mr. Chinman should also train his sales team to track where his sales leads come from. That will allow him to test multiple marketing campaigns online and offline to see which ones create the most interest.

While I had his attention, I asked Mr. Chinman if granite counter tops were still popular. He said yes and added that quartz tops were selling well, too. I think he has plenty of material for a blog.

What would you recommend for Broadway Kitchens & Baths?

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

You're the Boss Blog: Where Should I Invest Invest My Marketing Dollars?

Generating revenue along with the buzz.

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

Jeff Chinman, 53, is the president of Broadway Kitchens & Baths, which remodels kitchens and bathrooms for residential customers in Manhattan, Northern New Jersey and Stamford, Conn. It also sells materials and remodeling services wholesale to builders and management companies. The company generates a few million dollars in revenue each year, but in 2012, its growth was flat.

Mr. Chinman, who says he is an avid reader of this blog, had been hearing so much about blogging and social media that he started feeling like he should do something new to market his services. But what? Confused about where to start, he left this comment on one of my recent posts:

I am working on my either 3rd or 4th revamp of my web site, I have a Facebook page and I am trying to figure out the Fb, twitter, blog integration thing, but then I ask myself, does it really work. Am I just sending and bothering my little bubble of friends and acquaintances or do I really get business from it? There seems to be a gap in what works, and who really knows what there doing. My big question is for 2013, do I spend money pushing social media/ Internet advertising (google adwords) or stick with radio and print?

Mr. Chinman and his wife, Linda, bought Broadway Kitchens & Baths 18 years ago. They were drawn to the Manhattan location, conveniently positioned on a busy corner in the Village. The business grew, and in 2000 they opened a showroom in Englewood, N.J., near their home. In 2008, they opened their third store in Stamford.

They built the business, Mr. Chinman said, on customer service. “Hey, this is New York, people demand excellent service in this city,” he said. “We don’t just sell faucets. We’ve done the homework for you, so you don’t have to go out and research everything ad nauseum.” Mr. Chinman said his biggest marketing challenge was to drive traffic to his showrooms and to his Web site. “I want to move up in position in organic search on Google,” he said.

His ideal client is someone who may not have a lot of time but does have some money to spend. Currently, 80 percent of his sales leads come from the visibility 0f his location and from referrals. When asked what is working, Mr. Chinman said he advertises in the newspaper, on local radio and in the Frankin Report, and he uses lawn signs when remodeling in suburban areas. Referrals from manufacturers account for about 5 percent of his business.

So, as Mr. Chinman asked, where should he put his marketing dollars: social media? Google AdWords? Or print and radio?

Personally, I do not think it’s an either-or situation. Social media should be part of any overall marketing program.

When I looked at this company’s social media footprint, a few things stood out. First, the Web site could use a face-lift. One option is to upgrade the site to one based on WordPress, which would offer the flexibility to add a blog and social media connections. A new site should be mobile-ready, as well, because more and more smartphone users go to the the Internet only from their cellphones.

Blogging can be a great way for a service business to build a social media footprint, but it is important to understand at the start that it is time consuming. You don’t want to start out strong and then stop. Mr. Chinman might also consider developing an e-book or special report to give away on the site to start building an e-mail marketing list.

Once the site is upgraded, local online advertising is a great option for this company. Since the goal is to drive traffic to the showrooms, a pay-per-click campaign using Facebook ads or Google AdWords should be effective.

Right now, the company has three separate Facebook pages for the same location, none with more than 51 followers. He might consider developing a Facebook page for each location and highlighting a project of the week. Engagement is everything, and good pictures go a long way on Facebook.

Mr. Chinman should also train his sales team to track where his sales leads come from. That will allow him to test multiple marketing campaigns online and offline to see which ones create the most interest.

While I had his attention, I asked Mr. Chinman if granite counter tops were still popular. He said yes and added that quartz tops were selling well, too. I think he has plenty of material for a blog.

What would you recommend for Broadway Kitchens & Baths?

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

You're the Boss Blog: Is Answering Your Customers’ Questions the Best Marketing Strategy?

Jay Paul for The New York Times Marcus Sheridan knew he had to do something different to save his company.What small-business owners think.

In a small-business conversation we’ve just published, Marcus Sheridan talks about how the recession and its aftermath almost destroyed his pool business. By early 2009, orders had fallen at River Pools and Spas, a 20-employee installer of in-ground, fiberglass pools in Virginia and Maryland, from an average of six a month to barely two. That winter, four customers who had planned to install pools costing more than $50,000 each demanded their deposits back. For three weeks running, the company overdrew its bank account.

But Mr. Sheridan managed to turn things around by taking an unconventional approach to marketing. He started putting information on his Web site that most pool builders — most business owners, in fact — are reluctant to divulge. He started talking about price. He acknowledged that some people had problems with fiberglass pools and that they were not for everyone. He published a list of the best pool builders in his area — and did not include his company on the list.

Please read the conversation to see how things worked out — and then tell us if you think this kind of approach might work for your business.

You're the Boss Blog: Is Answering Your Customers’ Questions the Best Marketing Strategy?

Jay Paul for The New York Times Marcus Sheridan knew he had to do something different to save his company.What small-business owners think.

In a small-business conversation we’ve just published, Marcus Sheridan talks about how the recession and its aftermath almost destroyed his pool business. By early 2009, orders had fallen at River Pools and Spas, a 20-employee installer of in-ground, fiberglass pools in Virginia and Maryland, from an average of six a month to barely two. That winter, four customers who had planned to install pools costing more than $50,000 each demanded their deposits back. For three weeks running, the company overdrew its bank account.

But Mr. Sheridan managed to turn things around by taking an unconventional approach to marketing. He started putting information on his Web site that most pool builders — most business owners, in fact — are reluctant to divulge. He started talking about price. He acknowledged that some people had problems with fiberglass pools and that they were not for everyone. He published a list of the best pool builders in his area — and did not include his company on the list.

Please read the conversation to see how things worked out — and then tell us if you think this kind of approach might work for your business.

You're the Boss Blog: Where Should I Invest Invest My Marketing Dollars?

Generating revenue along with the buzz.

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

Jeff Chinman, 53, is the president of Broadway Kitchens & Baths, which remodels kitchens and bathrooms for residential customers in Manhattan, Northern New Jersey and Stamford, Conn. It also sells materials and remodeling services wholesale to builders and management companies. The company generates a few million dollars in revenue each year, but in 2012, its growth was flat.

Mr. Chinman, who says he is an avid reader of this blog, had been hearing so much about blogging and social media that he started feeling like he should do something new to market his services. But what? Confused about where to start, he left this comment on one of my recent posts:

I am working on my either 3rd or 4th revamp of my web site, I have a Facebook page and I am trying to figure out the Fb, twitter, blog integration thing, but then I ask myself, does it really work. Am I just sending and bothering my little bubble of friends and acquaintances or do I really get business from it? There seems to be a gap in what works, and who really knows what there doing. My big question is for 2013, do I spend money pushing social media/ Internet advertising (google adwords) or stick with radio and print?

Mr. Chinman and his wife, Linda, bought Broadway Kitchens & Baths 18 years ago. They were drawn to the Manhattan location, conveniently positioned on a busy corner in the Village. The business grew, and in 2000 they opened a showroom in Englewood, N.J., near their home. In 2008, they opened their third store in Stamford.

They built the business, Mr. Chinman said, on customer service. “Hey, this is New York, people demand excellent service in this city,” he said. “We don’t just sell faucets. We’ve done the homework for you, so you don’t have to go out and research everything ad nauseum.” Mr. Chinman said his biggest marketing challenge was to drive traffic to his showrooms and to his Web site. “I want to move up in position in organic search on Google,” he said.

His ideal client is someone who may not have a lot of time but does have some money to spend. Currently, 80 percent of his sales leads come from the visibility 0f his location and from referrals. When asked what is working, Mr. Chinman said he advertises in the newspaper, on local radio and in the Frankin Report, and he uses lawn signs when remodeling in suburban areas. Referrals from manufacturers account for about 5 percent of his business.

So, as Mr. Chinman asked, where should he put his marketing dollars: social media? Google AdWords? Or print and radio?

Personally, I do not think it’s an either-or situation. Social media should be part of any overall marketing program.

When I looked at this company’s social media footprint, a few things stood out. First, the Web site could use a face-lift. One option is to upgrade the site to one based on WordPress, which would offer the flexibility to add a blog and social media connections. A new site should be mobile-ready, as well, because more and more smartphone users go to the the Internet only from their cellphones.

Blogging can be a great way for a service business to build a social media footprint, but it is important to understand at the start that it is time consuming. You don’t want to start out strong and then stop. Mr. Chinman might also consider developing an e-book or special report to give away on the site to start building an e-mail marketing list.

Once the site is upgraded, local online advertising is a great option for this company. Since the goal is to drive traffic to the showrooms, a pay-per-click campaign using Facebook ads or Google AdWords should be effective.

Right now, the company has three separate Facebook pages for the same location, none with more than 51 followers. He might consider developing a Facebook page for each location and highlighting a project of the week. Engagement is everything, and good pictures go a long way on Facebook.

Mr. Chinman should also train his sales team to track where his sales leads come from. That will allow him to test multiple marketing campaigns online and offline to see which ones create the most interest.

While I had his attention, I asked Mr. Chinman if granite counter tops were still popular. He said yes and added that quartz tops were selling well, too. I think he has plenty of material for a blog.

What would you recommend for Broadway Kitchens & Baths?

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