Measure Organic Growth With Relevant Metrics

You’re paying good money for your SEO campaign, but you’re not convinced it’s working. So you Google the “most important keywords” and are disappointed because your business isn’t showing up No. 1. In fact, it’s not even on Page 1.
Here’s the problem. You’re going about your assessment all wrong.
Like many business owners and managers, you probably test the effectiveness of your campaign by searching for a handful of phrases to see where your website ranks in the results. read more

High-Quality Content Can Boost Your Bottom Line

Imagine if the customer service representatives who answer your phones followed the same script as your competitors’ CSRs. Potential new clients would hear identical messages and have underwhelming expectations of your company. What incentive would they have to choose you?
To stand out as the best choice, you need to tell your audience what makes your business special—not only on the phone or face-to-face, but also online. read more

It’s not uncommon for a small business to neglect the blog on its website. It sits dormant, with the last post published months—or even years—ago. A stale blog reflects poorly on the company, but, more importantly, it represents a missed opportunity. Posting regularly to the blog helps capture more business from the web.
Business owners who have tried blogging might argue their posts don’t get much readership or their blog has never generated a direct lead. read more

Stop Fighting the Content Current

With each passing day, contemporary society becomes more technologically dependent. Gone are the days when word of mouth was enough to keep small businesses growing and sustainable. In order to give a business even the slightest chance to remain relevant in this day and age, content marketing has become key.
For electrical contractors, in particular, the content marketing transition can pose quite a challenge. Many view the need for content marketing as a catch-22 type of situation. read more

Over the past 50 years, advertising and marketing approaches have rapidly changed. With the growing influence of digital marketing, HVAC companies can no longer rely on traditional marketing initiatives, such as catchy radio jingles or a space in the Yellow Pages, in order to get their services in front of potential customers.
Today, consumers are using search engines and social media platforms to discover new products and services. So, as HVAC businesses take initiative to set themselves apart from the competition, read more

Looking to Make a Business Change This Year? Put Your Services in the Spotlight

A Web That’s Flooded With HVAC
In the vast ocean of HVAC websites, a landing page should emerge as the beacon of light that draws attention to a business and places it at the forefront of search engine results. A strategic landing page will give a business more recognition on the web, ultimately increasing leads and sales for the business.   read more

Times Are A-Changin’

In today’s consumer-driven market, where businesses must set themselves apart from the competition in order to survive, content marketing has emerged as an effective way for companies to develop personal connections with their target audiences. Traditional marketing initiatives, such as direct mail pieces and websites packed with sales pitches and advertisements, have taken a back seat to informative, engaging content about a business’s specific products or services.
88% of small businesses that are most effective in their marketing strategies have someone on their team who is responsible for the company’s content marketing strategies. read more

Nike says, “Just do it.” McDonald’s tells the world, “I’m Lovin’ It.” And L’Oreal wants individuals to know that it’s all, “Because you’re worth it.”
In business, a tagline or slogan is “a catchphrase or small group of words that are combined in a special way to identify a product or company,” according to Entrepreneur.com’s small business encyclopedia.
Taglines are representations of a brand—capturing an HVAC business’s mission, promise and unique personality.
HVAC companies have slogans for the same reason they have logos: advertising. read more

We all understand that the days of buying a lead list, loading contacts into a CRM and blasting out emails are long gone. Nevertheless, building a completely fresh email database from scratch can be a big undertaking. Plus, once it’s built, businesses need a strategy in place to avoid database decay. After all, email marketing databases naturally degrade by roughly 22.5 percent every year.
So, how can a small business owner get started—and overcome database decay in the long run? read more

Learn why lists get page views and ways to craft them

While searching the web or surfing social media, consumers don’t read everything that turns up in their browsers or news feeds. Content needs to be relevant, specific and digestible to capture their attention and earn clicks.
Presenting information in a list format is a proven way to attract readers. Research has shown that blog posts as lists, with headlines identifying them as such, read more