There are a lot of options when it comes to marketing, especially for a window treatment company. But which pieces should you focus on, and in what order? We recommend: 1. Updating your website for SEO and conversion 2. Making sure your website is mobile friendly (this is HUGE!) 3. Get active in SEO (link building, building content) 4. Optimize your Google Maps listing (get reviews, citations, links) 5. Get active on social media (only use the ones that are working!) 6. Leverage email marketing (newsletter, having a drip campaign in place, etc) 7. Consider paid channels (AdWords, Facebook, Houzz) 8. Track and measure what’s working and what isn’t. Want help implementing this? Schedule a free strategy session with us at https://wtmarketingpros.com/strategy/
Let’s talk now about what online marketing should you be doing. I kind of already started to talk about that. You really need to update your website for search engine optimization and conversions. You need to make that it’s mobile friendly, so Google came out late last year and basically said, we’re actually going to split our index into two separate indexes and one being desktop searches, another one being mobile searches.
If your site is not mobile friendly or what’s called responsive, then you can actually show up in a desktop search for somebody, but not show up if they’re searching for that exact same thing on a mobile device. That includes tablets, and, of course, phones. Having a mobile friendly site is huge nowadays.
You really should get active in SEO, as far as ongoing things such as link building, building content, creating different things; whether that’s YouTube or writing blogs or things like that. You need to optimize for Google maps. I mentioned this earlier, you need to visit Google.com/business, claim your listing if you haven’t already, optimize that listing, put your hours in there, upload a bunch of pictures, really optimize that out the best you can.
The next part of that is called citations and citations are mentions of your business on other websites around the world with your address and your phone number and they might have a link or they might not, but Google is smart enough to know that if somebody mentions your business with the address; that that’s a citation or a vote really, for your website.
Another part of that is link building; a little technical but, the more links that you have pointing back to your business, the more votes you have. The more votes you have, the higher you’re going to rank. Link building; we’ll talk a little bit more about that. It’s a huge part of search engine optimization and a huge part of just your overall presence online.
Then, of course, some sort of a review request process. A lot of businesses want to get those positive reviews, but maybe don’t have an easy way to get those or they forget to request to leave us a review. It could just be that easy.
It’s important that you get active on the different social media networks. We’ll talk a little bit more about that a little bit later on; Facebook, Twitter, Google Plus. Obviously you can’t get on all of these, but you should have some sort of a plan in place.
You should also be leveraging email marketing. Grabbing that list of emails from all of your clients, past clients, people that are coming to your site and raising their hand in some sort of way. You need to be leveraging that, whether it’s with a newsletter or outgoing offers and you can even use email addresses in Facebook related ads, which is a pretty cool way to do it. Definitely important to be grabbing those email addresses when you can.
Then, of course, the paid channels; AdWords, pay per click channels. Paid directories, such as: Angie’s List, Yelp, CitySearch. Lead services like Home Advisor, Houzz and some of those. There’s a lot of steps in doing all of this and it’s kind of silly to do all that and not know if it’s working. The greatest thing ever, about digital marketing is that everything is trackable and measurable. If you do a Facebook campaign for 30 or 60 days, you’ll have the results; how many people clicked, what they did, how long they looked around and how many people filled out a form, so you’ll know your conversion rate, things like that.
Everything is trackable. Everything is measurable. You can take that information, tweak what isn’t working and what is working and adjust, so that it’s working better for you.