During the COVID-19 pandemic, many different types of businesses took a hard look at their own viability. Not surprisingly, this meant cutting staff and “nonessential activities,” such as marketing. But marketing is still essential to survive these pandemic times.
Small business owners like us commonly fall into a trap of our making. We are truly excellent at operating our companies and keeping our existing customers happy. That is nothing to be ashamed of. We are proud of the job we do and how efficiently we can do it. It does come with one considerable... Continue Reading →
, very few of us can claim to be experts in purchasing new central air conditioning systems. If a company’s website includes good information on problems to avoid in choosing a new or replacement system, that’s worthwhile education. I appreciate informational tools that help me understand what size system best fits my home as well. And it keeps me on this one website longer. Importantly, if they are a local company, I’m almost certain to invite them to my home for an estimate.
New educational web pages and informative blogs fulfill two of my requirements for a service- or consulting-oriented website: (1) providing actual assistance to the visitor and (2) boosting its visibility on web search engines.
Taking the first step to developing new marketing materials can be daunting, but it need not be. Here is one tried-and-true approach that works in almost any setting
In digital or advertising, the most important metric is the number of impressions your ad receives. The number of eyes viewing your content will always be important, but just as critical is what those eyeballs will see once they click through? What is the impression left by your marketing program? This leads us to at... Continue Reading →
Consider the lowly press release. Time tested certainly, but sexy? Few would say so. But it is still around today, used everywhere—in newspapers, on the Web, on social media, printed for viewing at live events.