Building an Organic Digital Footprint – Design Time: From the Floor Up
The Client
Floorily is flooring manufacturer and distributor based in Harrisburg, Pennsylvania.
The Story
Floorily wanted to build an audience of Realtors, interior designers, stagers, flippers, and DIYers via a podcast. This audience would become the target for their future E-commerce storefront on https://floorily.com.
The video podcast series Design Time: From the Floor Up was born.
YouTube
We began by setting up a Design Time: From the Floor Up YouTube channel to host the visual content for this video podcast series. Each episode ranged between 30 t0 45 minutes in length and featured the host, Lindsay the Stager, doing an interview with a guest expert in the field of home improvement, real estate, or interior design.
The tone was both educational and entertaining. While sometimes a little raunchy, Lindsay and her guests covered a variety of professional topics including real estate photography, home staging, commercial interior design, real estate market trends, principles of home design and decor, DIY, and paint colors.
We recorded via RiversideFM and then edited the video recordings. After posting the full episode to YouTube Podcasts, we broke each episode down into a plethora of mirco content in the form of reels, short-form videos, infographics, quotes, and blog articles and cross-posted this content on Floorily’s Facebook, Instagram, TikTok, and Pinterest accounts.
Design Time: From the Floor Up 12-Month YouTube Stats
Impressions (including Shown in Feed): 135,000
Views: 18,000
Engagements: 1,000
Watch Time: 300 hours
Videos: 254
Average Click-Thru Rate: 3.7%
With our pillar of content marketing in place, we were able to grow all of Floorily’s organic social media channels, most notably Meta. We reached more than 140,000 Facebook accounts in the last year with 376 posts, creating 2,800 engagements. We saw organic growth month after month, even after significantly scaling back on our content marketing operations.
Conclusion
Despite being a pet project for Floorily with zero advertising budget, this video podcast series successfully engaged and built their target audience. In July 2023, Floorily shared with us that their E-comm storefront would not launch for several more years, resulting in a scale-back on this project.
Despite cutting the content calendar in half, our results continued to improve over time. Since this project officially ended on November 15, 2023, Floorily’s platforms have continued to amass new views and followers with no additional direct input.
Omnichannel Statistics (12-Month)
800+ followers/subscribers
1000 posts
75,000 engagements
400,000 reach/impressions