As we head into the 2024 election cycle, home services businesses must prepare for the impact that political ad spending will have on their marketing strategies. The influx of political ads during an election year typically drives up the cost of digital advertising, particularly in search engine marketing (SEM). This increase in competition for ad space can lead to higher costs-per-click (CPC) and reduced ad visibility for non-political advertisers. We'll share a few factors that may impact strategies for contractors.
While SEO still plays a vital role in a company's online visibility and authority through Google, the digital landscape has changed. SEO alone is no longer a sufficient strategy to carry a business to success. An omnichannel strategy utilizes different marketing channels to allow a brand to “meet people where they are” and coordinate around a single set of themes.
Building a strong and strategic partnership between your business and your marketing vendor is critical for sustained growth and driving marketing success. As your business scales over time, you may find the need to hire an internal marketing manager to manage not only your internal marketing but also to manage the relationship with your marketing vendor. This partnership blends your company’s understanding of your brand, customer demographics, and services with an agency’s specialized marketing expertise, innovative approaches, and broader industry insights.
When was the last time you searched on Google for the results of a question or query? If it’s been a while, then you might not necessarily be aware of the new AI Overview method that’s been added to search queries for months. It uses generative AI to provide answers to more complex questions posed in Google searches that might otherwise lead to confusing results.
Check out our latest guest blog from OPTIMUS Financing and explore how offering flexible, customer-centric financing can boost your HVAC business’s summer sales and improve client satisfaction.
March 2024 saw two significant updates to Google’s algorithm, a Core Update, which aims to cut unhelpful content by 40% in conjunction with ongoing efforts since 2022 to enhance the quality of search results by filtering out low-quality, unoriginal content, and a Spam Update. Both have significant potential to affect search rankings and both updates are rolled out and live.
Just as seasonality is predictable, so are trends and cycles within the home services industries. Planning is critical to your business success but as the industry, economy and customers’ spending habits change each year, your marketing strategies should as well. We'll identify some of the most important things you should be thinking about for operating a profitable home services business in 2024.
Your website isn’t just a home for your business on the web–it’s also a 24/7 salesman that never sleeps, never tires, and can even help you wake up to leads that you can then turn into customers.
SEO is part of a dynamic digital strategy for any HVAC contracting business. While paid channels have a quicker turnaround, SEO is an investment that compounds over time–that is, if you have the right strategy and execute it well.
Google rolled out core algorithm updates that impact how their search engine results are processed. This typically happens a few times a year and in August of 2023, they introduced an update that impacts user-generated content (UGC).
An effective sales funnel is paramount to a business’s ability to attract and retain quality customers. A funnel is designed to not only attract attention, but the right attention from the right audience.
If you don’t have a strong grip on your social media presence, you’re leaving money on the table. Social media may not be where your business is right now, but it’s where your customers are.
If the person answering your phone is poorly trained, telephone use can have an extremely negative effect on a business. That’s why it’s vital to properly train employees on good and bad phone etiquette.
A roof is an essential part of any house. It’s proverbial: “A roof over your head” is shorthand for having a place to live. But if roofs are so essential, why is the roofing contractor business currently so challenging? Why is marketing to customers and generating leads often so frustrating?
Shoulder season is here and it's critical we as contractors have a plan to address the slow down in demand service and customer interest. But there's an opportunity to leverage various techniques ahead of shoulder season to set your business up for success.
HVAC contractors can leverage social media to their advantage. If your business doesn’t already have a social media plan in place, there’s no better time like the present to start. Here are five tips to maximize your social media presence to generate engagement and leads.
Having a strong online presence is crucial for any business. Most homeowners (and consumers) use the internet to search before making a purchase or major financial decision. In fact, you likely do the same thing.
A goal-setting process for the new year can ensure you remain organized, focused, and on track toward achieving your business objectives. The time for planning is right now! Gather your team and get to work!
97% of consumers conduct local company searches online, making your Google reviews visible to them. What do you do when there is a fake or invalid review?
