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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. 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 emphasizes the importance of ethical business practices in the digital age. He likens today’s internet to an amplified version of a country store, where word spreads quickly, whether good or bad. For him, maintaining strong business ethics and customer service has been key to sustaining growth in an increasingly digital world.
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.
Taylor Moore’s journey from traditional craftsmanship to modern technology shows the importance of adaptability in business. 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.