Learn How Your Fellow WCAA Members are Marketing Their Businesses

You asked - we listened. In a past survey, you asked us for information on what other WCAA members are doing to market their businesses. We recently completed a survey that captured this information and hope that the resulting data will help you make thoughtful decisions as you navigate your marketing in 2024.

A Snapshot of the Survey Results

By and large, the respondents of this survey noted the importance of marketing their business, with many of them describing it as completely necessary. The majority of respondents do their own marketing, a third of them outsource some or all of it, and a marginal number of them don’t use any marketing at all.

Of those who do market, less than half of them are tracking the results of their marketing, which means they are often marketing without any indication as to whether their efforts are working.

Who Does Your Marketing?

Here are some common reasons why a percentage of WCAA members aren't currently marketing their businesses at all:

  • They feel they can't afford it

  • They feel they don't have time to do it

  • They feel that they can't find the right help

  • They feel inadequate and unable to do it on their own

That said, respondents guessed that over 80% of their new clients come from referrals, not at all a surprise in this industry. Referrals occur in-person, in Facebook groups, and as a result of sending consistent email newsletters. Respondents also indicated that their own websites and offline networking efforts are their second and third highest source of new clients.

While social media is heavily used by a majority of respondents, they’ve identified that, at best, only 2 out of every 10 clients find them using that method, putting social media effectiveness as low as that of paid print / digital advertising combined.

Are you tracking the effectiveness of your marketing?

Key Takeaways from this Survey

We cannot stress enough the importance of marketing your business and tracking the results. We also advise that you be consistent for at least a year with any new marketing strategy, and that you be willing to deviate from trendy marketing tactics if that is what your business needs.

Along those lines, we’ve noted as a result of this survey that some members are relying on growth tactics that don’t actually meet the definition of marketing, such as paid advertising and passive growth (not marketing at all).

Paid ads - this is advertising, and advertising is a way to get people to pay attention to the actual marketing. A successful print or digital ad will always take leads into a marketing funnel. Ads do not convert without marketing funnels to support them.

Not marketing at all - this passive approach to business is not conducive to steady, sustained growth. Marketing should be done at all times - in busy seasons and in slow seasons - to prevent the pipeline from drying up.

We encourage you to be proactive. Paid advertising is not necessary, and social media effectiveness has proven to be sporadic - but you still have plenty of other data-backed options for marketing your business.

Your Marketing Plan for 2024 & Beyond

Underused yet statistically effective marketing strategies that WCAA members should consider using in 2024 include the following:

  • Networking or mingling in-person, nothing is more effective than 1:1 interactions

  • Tradeshows and other organized, in-person events, where you can set up a booth

  • Email newsletters and blogging every month

Marketing Tips from WCAA Members with Thriving Businesses:

  • Mingle in the right places: "We are very involved in the community with events where we circulate with higher net worth people."

  • Show up at the right events: "Trade shows and trunk shows and seminars are my other effective way to market."

  • Stay top of mind with your clients and leads: "Our marketing is going well. Socialite Vault makes it easy to do newsletters and blog posts. I've been busier than ever and more than 50% of business is from our newsletters and website."

  • Use referral partners and platforms: "I find referral partners are my best source, and my Houzz profile results in quality leads as well.”

  • Invest in the visuals of your brand: “I have been investing in additional professional photography, and posting those photos on Houzz and Google Business.”

Get the Marketing Help You Need

Please consider using one of our industry partners if you need assistance marketing your business. While marketing might create overhead that you don’t want to spend, it’s the cost of doing business, albeit when done wisely. Investing in your own business is often necessary for growth.

We at the Window Coverings Association of America wish you and your business a healthy, happy, and profitable new year!

Renee Gurganus