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Taylor Moore is the owner of E.T. Moore Manufacturing, Inc. From the company’s accidental beginnings to its embrace of modern technology, his journey highlights the evolution of reclaimed and antique lumber, historical restorations, and the digital shift that has transformed the business.
Before the digital era, E.T. Moore Manufacturing, Inc. depended on word of mouth, Yellow Pages, and trade shows to reach customers. Today, the internet plays a crucial role in their sales strategy.
His family business, rooted in the reclaimed and antique lumber industry, has thrived for over 50 years, evolving from a small operation in Richmond, Virginia, into a leader in the field. With a legacy of craftsmanship and a fearless approach to sourcing materials, Taylor’s journey reflects the blend of tradition and innovation that drives the business forward. Here’s a look at how he navigated this transformative path.
The Shift: Embracing Technology
The shift from a traditional to a technology-driven business didn’t happen overnight. Taylor explains that one major change was the arrival of affordable, specialized machinery. The introduction of the Wood-Mizer and similar equipment significantly lowered the barrier to entry in the lumber business. Suddenly, what once required a large investment in sawmills could be done with relatively inexpensive machinery.
The real game-changer was the rise of the internet. Before digital technology, the company relied on traditional methods to reach customers, but the internet transformed everything. It leveled the playing field, allowing smaller, local companies to reach a broader audience.
Taylor admits that they were late to the game, initially underestimating the power of a strong online presence. The company’s first website, launched in the late 90s, was rudimentary at best. But as the 2007-2008 financial crisis hit, it became clear that a robust digital strategy was no longer optional—it was essential.
Mastering Digital Marketing Basics
Determined to adapt, Taylor dove into cracking the code of digital marketing. He spent countless hours learning about SEO, Google Ads, and website optimization. Books by industry experts like Perry Marshall became his guides as he navigated this new landscape. To stay updated with new trends and technology, Taylor also joined Dennis’s office hour sessions. The learning curve was steep, but the results were undeniable. Over time, Taylor’s efforts started paying off, with the internet now driving approximately 50% of the company’s sales.
Taylor is in Charge of His Online Presence:
Taylor invests between $4,000 and $8,000 monthly on Google Ads, aiming for a 10x return. Many of his competitors had hefty ad budgets, spending $200,000 to $300,000 annually, while his company operated on about $20,000. This meant facing budgets ten times larger. To offset this, Taylor often used Google search strategies to gain an advantage.
His general strategy focuses on search optimization with Google to secure top positions, which has proven effective. Additionally, he utilizes Facebook and Meta for retargeting campaigns to re-engage potential customers.
Previously, Taylor excelled at split-testing ads, but the emergence of new ad formats complicates this process. He struggles with deciding which headlines and copy to optimize, given the multiple options available.
His website performs well, enhanced by a $300 monthly SEMrush plan for keyword analysis. Although he lacks a dedicated SEO expert, he and his team conduct keyword research that often leads to quick content rankings. Recently, Taylor has considered hiring virtual assistants to manage stalled tasks, as his company focuses on restoration and recreation projects.
According to Taylor, SEO becomes more expensive every day. His conversions, which used to be in the $30 to $50 range, now reach $300, $400, $500, or even $800.
SEO costs continue to rise, with his conversion costs now reaching $300 to $800, compared to $30 to $50 in the past. During the Office Hours session, we reviewed his last 30 days of Google Ads Taylor spent $7,800 for 46 conversions and 125,000 impressions, grappling with a high cost per conversion of $452.
He faces challenges with poor ad impressions, as exact and phrase matches have become less reliable. To counteract this, he uses 182 negative keywords per campaign, including his own name, to avoid unnecessary expenses. Despite a low overall conversion rate of 0.28, specific keywords like “Barnwood” generate calls at around $100 each.
Taylor locks down his Google My Business (GMB) and Facebook accounts to prevent unauthorized changes. He used to struggle with inconsistencies in his contact information but now uses CallRail for tracking. He assigns a different phone number to SEMrush for lower-level sites, while his GMB has its unique number. In total, he manages about 20 numbers—seven or eight for various platforms and several for his website. This variety can complicate scoring due to inconsistencies.
Taylor should register all calls as conversions, which helps Google optimize ad performance. Accurate conversion data is crucial for improving ad effectiveness and maximizing return on investment.
Finding Balance: The Challenges of Scaling Up
As the business grew, Taylor faced a new challenge: balancing demand with production capacity. At one point, his successful marketing efforts overwhelmed the company with leads. This taught him the importance of tracking and understanding every aspect of the business, from customer acquisition costs to return on investment.
Taylor advises others in the industry to invest in learning tracking and analytics early. This knowledge is crucial for making informed decisions and scaling a business effectively.
By staying true to the core values of quality and ethical practices while embracing new tools and strategies, Taylor has successfully navigated the challenges of a rapidly changing industry. His story is an inspiring example for any business looking to evolve and thrive in the digital age.