Digital marketing, like the HVAC industry, comes with a few key terms that may seem intimidating – but once explained, they aren’t too difficult to understand. Read below about a few terms so that you can better use marketing as a tool to grow your business in 2020.
1. Organic vs. Paid Traffic
There are two types of online traffic – organic and paid. Organic traffic is when people see your business listing in their search results naturally (organically). Paid traffic is where people see your business listing as an “ad” in their search results, indicating that you paid to have their listing show on that page. Below a breakdown of where you’ll typically see both organic and paid search results:
- Paid AdWords listings: Business listings at the top of the Google search page. This is where you often see links where people have used AdWords to pay for these prime positions and locations.
- Local Pack: This is the Google map preview on the right side of the search page and where you’ll often see the top plumbers and HVAC companies in the specific market area. These can be a combination of paid and organic listings.
- Organic Listings: These business listings that are found on search pages are solely based on their website’s search engine optimization and will not have the word “AD” in front of the business listing, denoting that it’s organic.
2. Digital Marketing
Marketing has always been about connecting with your audience in the right place, at the right time. Today, that means a business needs to meet new customers where they are spending the most time: on the internet. Enter digital marketing — in other words, any form of marketing or advertising that exists online.
Here are a few ways you can use digital marketing to promote your HVAC or plumbing business:
- Email Marketing: Sending promotional or informational emails to your subscribers or a subset of your subscribers
- Social Media Marketing: Posting to your social media business pages like Facebook, LinkedIn, Instagram, Twitter and/or advertising on these sites will help you better connect with current and future customers
- Online Review Strategy: Collecting reviews on various online platforms like Google, Facebook, and Yelp.
3. Search Engine Optimization (SEO)
The process of increasing the quantity or quality of organic traffic to your website through search engine results. Today, SEO is more than just adjusting a few header tags on your website. It has become a combination of both art and science.
The most effective SEO strategies center around high-quality content written to persuade new customers to choose your business.
The SEO that we know and love today is not the same SEO that we knew and loved (or hated) 10 years ago. SEO refers to techniques that help your website rank higher in search engine results pages (SERPs). This makes your business listing more visible to people who are looking for services that your HVAC business can provide via search engines like Google, Yahoo, and Bing.
What hasn’t stayed the same are the techniques we use to improve our rankings. This has everything to do with the search algorithms that companies are constantly changing. Search engines still look for elements including title tags, keywords, image tags, internal link structure, and inbound links (also known as backlinks).
It’s up to your savvy and trusted digital marketer to stay on top of the rapidly changing trends. And remember, ultimately, the goal of search engines is to deliver the best experience possible for end-users.
The keyword or keywords are words (or phrases) that potential customers use when searching the Internet for a specific product or service.
Keywords will vary depending on your location, specialty, and ideal customer. But you should always have a list of what keywords you want your website to rank for on the top search engines. Here are a couple of tools to help you identify what keywords your digital marketing team should focus on:
- Google Trends: This little-known tool helps you see what people all around the world are searching for. But for SEO purposes, it’s also great to type in a keyword and see the exact number of searches. You can also compare searches to determine which keyword has a higher volume of interest.
- Moz Keyword Explorer: Simply type in the keyword you are thinking about targeting and it will give you a snapshot of the monthly volume of searches, level of difficulty to rank, other keyword suggestions and more.
Keyword research tells you what topics people care about. And, assuming you use the right SEO tools, how popular those topics actually are among your audience. The operative term here is topics — by researching keywords that are getting a high volume of searches per month, you can identify and sort your content into topics that you want to create content on. Then, you can use these topics to dictate which keywords you look for and target.
5. Conversion Marketing
Ultimately, conversions are the goal of any marketing initiative. Conversion marketing refers to tactics that encourage customers to take a specific action, “converting” a person browsing your website into a purchaser of your service. When the target audience becomes an actual customer, this is referred to as a “conversion”.
The “art and science” of conversion goes beyond just ranking #1 for your search engine keywords. If you don’t have a website that’s designed to connect with customers, they most likely won’t contact your business. Conversion marketing is a critical step beyond SEO.
Be sure to re-evaluate conversion strategies every few months — once a quarter is a good benchmark. Some businesses like to do it even more often than that. As you gain even more authority, you’ll find that you can understand the results.
Contact seelutions for more information on these topics or for a complimentary conversation on your plans for 2020. Email Langley at email@example.com or Theresa at firstname.lastname@example.org