Hello and welcome to the eighth edition of our monthly newsletter: The Broadlume Dealer Digest!

We’ve got a lot to catch up on this month (since last month’s newsletter was FloorCon, FloorCon, FloorCon), so there’s no time to waste.

Today, we’re talking info on the Facebook name change (and how it will affect flooring dealers), important changes to Google search standards, the results of an eye-opening survey on what flooring buyers actually care about, and a whole lot more. Let’s dive in! 

In Today’s Edition:

  • Facebook Rebranded to Meta. Here’s Why That Matters.
  • How FloorCon 2021 Changed the Game
  • What the Press Had to Say About FloorCon
  • Survey Results: What Do Floor Buyers Actually Care About?
  • Google Might Still Be Changing Your Website’s Titles. Here’s What You Can Do About It.
  • Duplicate Content: What It Is and How It May Be Hurting Your Business
  • Industry Events and Announcements

Facebook Rebranded to Meta. Here’s Why That Matters.

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Last month, Facebook announced that it would be changing its name to Meta

Well, not the Facebook that you use. Facebook the corporation—as in the parent company for apps like Instagram, WhatsApp, and Facebook (yes, that Facebook)—is what’s getting the rebrand.

Early last month, Mark Zuckerberg unveiled the “Meta” name in order to “better reflect the company’s commitment to growing ‘the metaverse’”. And no—we don’t quite understand what that means either. 

But as you might have heard, the change—and the change’s timing—have raised some eyebrows.

Why? This rebrand comes in the wake of a recent 60 Minutes investigation in which a whistleblower confirmed reports of Facebook’s highly-questionable privacy practices and moral compass. 

To that end, many feel the timing of this rebrand is no coincidence. After all, we all remember when Lumber Liquidators changed its name to “LL Flooring” after investigations found that the company had lied about the level of formaldehyde in its laminate.

So: how will Facebook’s—sorry, Meta’s—name change affect flooring dealers? It’s hard to say. 

When it comes to ad platforms, no news is generally good news. And at its most basic function, Facebook is just that—an ad platform. But it does raise questions about the effectiveness (and morality) of company rebrands, in addition to the direction Facebook Ads will go in the future. 

So we want to know: what do you think about this announcement? Do you think it’ll be effective in getting rid of some of the company’s highly negative press? Do you think rebrands are a useful practice in general? And most importantly, will you be more (or less) likely to use Facebook and Facebook Ads moving forward?

We want to know—email us at newsletter@broadlume.com to tell us what you think!

How FloorCon 2021 Changed the Game

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As you’ve probably heard, FloorCon 2021 was a success—and it’s all thanks to dealers like you.

But in case you missed it, FloorCon wasn’t just another trade show. From its excellent panel of presenters to some exciting surprise announcements, FloorCon’s first in-person show set a new standard for the flooring industry. 

First and foremost, Broadlume officially announced the acquisition of RollMaster, a leading enterprise resource planning (ERP) software provider for the flooring industry.

With this acquisition, Broadlume will be able to offer the first all-in-one platform of digital tools for flooring dealers. Translation: dealers will only need one platform to operate their entire business.

For more info on the RollMaster acquisition (and what it means for flooring dealers), click here.

In addition, attendees were treated to masterclasses from some of the industry’s biggest stars, fantastic networking opportunities, tons of great insider info, and an all-around excellent time. 

For a full FloorCon recap, click here—and we can’t wait to see you at FloorCon 2022!  

What the Press Had to Say About FloorCon

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We aren’t the only ones talking about FloorCon! Here’s what the press had to say.

Floor Covering News

FCN – Broadlume acquires RollMaster

FCN – Broadlume unveils all-in-one selling platform at FloorCon 2021

Floor Trends Magazine

Floor Trends Mag – Broadlume Carries Momentum into Day Two

FloorDaily

FloorDaily – Broadlume Announces Acquisition of RollMaster During FloorCon

FloorDaily – Todd Saunders Discusses Broadlume’s FloorCon Meeting and Acquisition of Rollmaster

Floor Covering Weekly

FCW – Disrupting an industry: Broadlume’s FloorCon 2021

FCW – FloorCon Programming Puts Retailers Front & Center

Check out our full FloorCon 2021 press roundup to see what else the industry’s biggest publications have said about FloorCon! 

Survey Results: What Do Floor Buyers Actually Care About?

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Back in October, we asked customers how much a flooring store’s website really matters. Their answers blew us away: an incredible 83% of floor buyers stated that it was at least somewhat important for a flooring store to have a good website.

This month, a reader suggested that we ask what else matters to customers. 

So this month, we asked over 1,000 floor buyers what’s most important: a flooring store’s ratings and reviews, location, recommendations from friends and family, or advertisements.

You won’t believe their responses.

Why? Almost 60% of buyers said that online ratings and reviews are the most important factor in choosing a flooring store to shop at.

Translation: online ratings and reviews are more important to consumers than anything else when it comes to choosing which flooring store to shop at—more important than location, advertisements, or even recommendations from family and friends.

So what can you do to get the most out of online ratings and reviews? A few things, actually:

  1. Feature reviews and testimonials on your store’s website. You can talk about how great your products are, but it just means more to hear it from real customers. To hook potential customers, you should always have a couple of good reviews on your website. 
  1. Don’t be afraid to ask for customer reviews. We get it, it feels awkward to reach out to a customer for a review. That’s why some platforms (like FloorForce) send an automated review request when a customer completes a purchase. 
  1. Follow up on poor customer reviews. At some point, poor reviews are bound to happen. Treat them as an opportunity—promptly and publicly reach out to the reviewer to ask what you can do to resolve their issue. A little bit of effort can go a long way in turning that negative review into a glowing one. 

There’s a word for all of this stuff—it’s called reputation management, and in 2021, it’s no longer optional. Luckily, Yelp and Google My Business make reputation management easier than ever—it just takes time, effort, and expertise.

So: are you actively engaging in reputation management? And if not, why? The data speaks for itself—good reviews drive customers to your business

But we get it: as a flooring dealer, you just don’t have the time to handle your online reviews and ratings on your own. So if you’re looking for help with reputation management, it might be time to give FloorForce a call.

Special thanks to Diana Gast from Infinite Floors & More for submitting this month’s survey question!

What Questions Do You Want to Ask Consumers?

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Every month, we survey over 1,000 consumers during their floor buying journeys. And since we’re here to help you, we want to know: what questions do you want to ask? 

Email us with any questions you would like to poll consumers with at newsletter@broadlume.com. We’ll run a thousand-person survey and share the results in a future newsletter! 

Google Might Still Be Changing Your Website’s Titles. Here’s What You Can Do About It.

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A few months ago, we broke down how a recent Google update led to some webpage titles being changed automatically in Google’s search results. Page titles have a tremendous impact on website traffic, so any changes can affect leads in a big way.

Well, unfortunately, it looks like Google is still at it. 

Recently, Google actually published a breakdown of the types of titles they tend to overwrite (but be warned, it’s not exactly a page-turner). However, some Google optimization specialists are claiming that their page titles are still being changed even if they comply with Google’s new guidelines, so… what’s actually going on?

Unfortunately, it’s unclear—because Google seems to be going case-by-case. Luckily, there’s something you can do about it: get an SEO (search engine optimization) audit to see what your issue is. Unless you’re an expert, it’s hard to get to the root of the problem on your own, and according to Google’s new guidelines, it might be an easy fix. 

We should add: even if you’re not currently seeing your page titles changing, there’s no guarantee it won’t happen tomorrow (or the next day, or the next). Like we said, some sites are still seeing titles changing even now.

So: do you have someone monitoring your SEO who can keep your website from falling victim to Google’s mood swings? If not, it’s probably a good time to get on that.

Duplicate Content: What It Is and How It May Be Hurting Your Business

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With all of Google’s (constant and tiresome) updates this year, it’s become more important than ever to stay on top of your website’s search engine rankings. 

These days, Google is turning its focus to duplicate content—specifically, they’re cracking down and penalizing websites that have a lot of it. 

That got us thinking: how many businesses are being punished by Google for duplicate content? Probably a lot. But how many even know what duplicate content is? Probably not too many.

Here’s what you need to know.

As you might have guessed, duplicate content is exactly what it sounds like: any content that’s copied and pasted into multiple locations on your website.

Duplicate content is everywhere, especially on websites with product pages and catalogs galore (like your flooring store’s website probably has). 

Having some duplicate content is fine—an ex-Google employee once claimed that 20–30% of what’s on the internet is duplicate content

But: too much duplicate content can make Google think all of your content is spammy or unoriginal, which can negatively affect your search rankings in a big way.

How much duplicate content is too much? There are a lot of differing opinions out there. Asking Google Search experts about duplicate content is like asking people on the street whether or not a hot dog is a sandwich—you’re going to get a lot of different answers. 

A good rule of thumb is this: if you don’t have good, unique content on your site, you’re not going to rank well on Google—plain and simple. And like we said before, a dropoff in web traffic can lead to a dropoff in leads.

Does your website have excellent unique content? What about your product pages and catalog—are all of your product descriptions unique? If you’re not sure, or the answer is no, it’s worth bringing in an expert. Schedule a call with FloorForce—they’ll help you out.

Industry Events and Announcements

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Goodness gracious, are we really previewing events for 2022? When did that happen?!

On the bright side, a new year just means more events to look forward to.

Here’s what’s coming up this month. 

Show season 2022 is kicking off with Southwest Flooring Market on January 6–7. The event will be held at AT&T Stadium in Arlington, TX—(home of the Dallas Cowboys, aka Jerry’s Palace).

This event promises to be a great opportunity for retailers, designers, builders, architects, and contractors to get their products and services in front of buyers, as well as network with some of the industry’s biggest names. Yeehaw!

And from January 26–27, we also have Southeast Flooring Market in Atlanta, GA. Just a few weeks after the event in Arlington, this event offers all the same opportunities we just mentioned—only a little more travel-friendly for those who might be further east or based in Dalton.

No matter where you are in the country, there’s a Flooring Markets event for you this January. Not to mention, we’ll be attending both of these events as well! Make sure to stop by and say hello!

Now onto the announcements: last month, Broadlume acquired RollMaster to create the industry’s first all-in-one platform of digital tools for flooring dealers. Like we said before, this acquisition means that flooring dealers will only need one platform to run their entire business. Exciting!

See You in 2022!

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That just about wraps things up—thanks for reading the eighth monthly edition of the Broadlume Dealer Digest. We hope you enjoyed it!

As always, we’d love to hear your feedback on anything you liked, didn’t like, or want to see in the future. Email us to let us know your thoughts at newsletter@broadlume.com.

Either way, we wish you all a very happy holidays and a happy new year. As always, good luck selling floors, and we’ll chat in 2022!  

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Author

Associate Copywriter at FloorForce (and its parent company, Broadlume), Bo is an avid traveler, former English teacher, and all-around extrovert. When he’s not writing, you'll usually find him wherever a soccer game is on, or listening to deep-dives on the latest Marvel Studios production.

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