Month: January 2023

Industrial marketing has been a fixture in the business world for decades. As with nearly every aspect of business, its implementation and execution have evolved significantly over time to satisfy the current conditions of the marketplace. 

In order to maximize the benefits of industrial marketing, it is critical to devise and deploy a thoughtfully constructed industrial marketing strategy. There are several key components that constitute a well-rounded approach to marketing for industrial companies, all of which complement each other and serve to bolster efficacy. 

In that vein, it is imperative to appropriately examine the essence of industrial marketing, its benefits, and its various elements. Read on to learn all you need to know about industrial marketing! 

What is Industrial Marketing? 

Industrial marketing is the practice of marketing goods and services from one business to another. As such, the term industrial marketing has become commonly referred to as “business-to-business marketing” or, simply, B2B. For all intents and purposes, the aforementioned terms are interchangeable and will be used as such moving forward. 

When speaking of industrial marketing, it is necessary to clearly define what constitutes the industrial market. According to the globally renowned Monash Business School, the industrial market can be defined as – 

“The industrial market (also called the producer market or business market) is the set of all individuals and organizations that acquire goods and services that enter into the production of other products or services that are sold, rented, or supplied to others. The major types of industries making up the industrial market (business market) are agriculture, forestry, and fisheries; mining; manufacturing; construction and transportation; communication and public utilities; banking, finance, and insurance; and services.” 

As is made clear by the above, the industrial market itself is vast and includes numerous industries which play substantial roles in the everyday lives of millions of people. Consequently, the industrial market is highly competitive and the need to separate your business from your competitors is paramount. To accomplish this crucial objective, it is absolutely necessary to utilize a comprehensive industrial marketing campaign. 

5 Major Benefits of Industrial Marketing 

Industrial marketing provides clear, tangible benefits that all drive continued success.

1. Capture new customers

The very purpose of marketing – in any capacity – is to increase public awareness of your business. Doing so results in other individuals and businesses soliciting your services. Indeed, customers are the lifeblood of any business and the capture and retention of customers are vital to sustained success.

2. Increased Revenue

This benefit of industrial marketing is the natural (and desirable!) result of capturing new customers. The formula is rather elementary: new customers = increased revenue. Revenue growth is a fundamental goal of any business and permits appreciable expansion, both internally and externally. 

3. Separation from your competitors

In such a crowded marketplace, continued success demands that you stand out amongst your competitors. B2B marketing stands as a surefire way to achieve this goal, as it creates and perpetuates brand identity, ethos, and alignment. 

4. Faster, smarter maneuverability

Many factors drive an ever-evolving marketplace, which is beyond the scope of this article. Nonetheless, the fact remains that your business must remain “swift on its feet”, and sufficiently adapt to changes within the marketplace. Incorporating a malleable marketing strategy fulfills these needs and allows for quick, responsive alterations that ensure continued relevancy. 

5. Global awareness

Business in the 21st century is no longer provincial. Industries are now connected on a global scale, with transactions happening between different nations all over the world. Your business, therefore, needs an international presence to attract new customers. There is simply no better way to fulfill this necessity than through a proper industrial marketing campaign. 

Industrial Marketing vs. Consumer Marketing 

While both industrial marketing and consumer marketing (also known as B2C) seek to promote a business through public awareness, there are several key differentiators that separate the two enterprises. We’ll discuss a few of these below. 

Types of Relationships

B2B marketing is centered around building personal relationships. The process is heavily focused on lead generation, which requires a personal touch and a significant degree of communication between the business and the customer. Within this communication-driven process, there is ample opportunity to highlight and reinforce your business’s core beliefs and ethics, as well as bolster your brand identity. Doing so effectively will foster perpetuated loyalty within your customer base. 

Comparatively, B2C is more focused on swift transactional relationships. The goal of B2C marketing is to drive customers to the company website and make the purchasing process as quick and painless as possible. There is significantly less personal interaction between business and customer as, again, the goal is less on relationship building and more on the swiftness of the transaction. This is not to say B2C is void of any and all personal touch, but it is certainly less than what exists in its B2B counterpart. 

Reaching an Intended Demographic 

When operating with industrial marketing, a primary objective is finding the appropriate niche. B2B marketing targets a rather narrow scope of potential clients, and the resulting marketing strategies need to reflect this reality. Part and parcel of properly targeting your niche is the careful evaluation of analytics, which will help inform where to best allocate marketing resources.  

B2C marketing, on the other hand, seeks to capture a much broader audience. The ultimate goal is to reach as many people as possible, and the marketing strategies deployed are far more diverse in construction. B2C’s funnel is quite broad and intentionally so; again, B2C is less concerned about a “personal touch”, and more about the total number of clients. In other words, quantity over quality is king for B2C. 

Construction of Advertising 

When deploying advertising in the realm of industrial marketing, the language and tactics used are heavily focused on the technical, purposeful aspects of the proposed item. The intention is to clearly and precisely inform a potential buyer of the uses of the product and what can be accomplished as a result of its purchase. In other words, the advertising isn’t supposed to be pretty – it’s supposed to be informative.

Comparatively, B2C advertising is engineered in a fashion to elicit an emotional response from the consumer. Companies operating in the B2C domain are seeking to leverage a buyer’s emotions into a purchase. Thus, B2C ads can be playful, sentimental, humorous, exciting, and so forth. For B2C, the more emotive a response to a product, the better. 

10 Essential Industrial Marketing Strategies 

1. Beautiful Website Design 

Your website is often the first point of contact between your business and a potential client. As such, your website’s design needs to be flawless. It should be easy to navigate, visually appealing, offer pertinent and helpful information, and contain strategically placed CTAs (calls to action). 

Check out this awesome article on B2B website examples. All of the highlighted websites are showcases of successful website design and should offer a good dose of inspiration. 

2. Curated Landing Pages and Product Pages 

Landing and product pages are fundamental to generating new business. The former is essential to capturing new leads, while the latter is key in accurately portraying your current inventory. Both pages need to be carefully organized, current, and properly managed. 

In order to ensure that you’re engaging in a properly executed strategy to maximize results, be sure to dive into this insightful piece on landing pages. Conversion is the name of the game, and you’ll find plenty of tips to help you move forward in a meaningful way. 

3. Insightful Corporate Blog

A well-managed and regularly updated corporate blog is a vital component of your marketing strategy. Blogging offers numerous benefits: 

Additionally, blogging is a rather straightforward and cost-effective marketing strategy. The copy itself is often performed in-house, and publication is as simple as uploading it onto your website. As such, blogging is a no-brainer!

4. Efficacious Search Engine Optimization (SEO)

A thorough SEO campaign is absolutely critical. Consider this – 93% of online experiences begin with a search engine. This fact alone underscores the necessity for SEO and its place in your broader industrial marketing efforts. 

Knowing the importance of proper SEO, it is highly recommended you allocate sufficient resources to this vital endeavor. Consider hiring an SEO expert to guide you through this process and boost your success. For more information, read through this in-depth piece on SEO experts and learn all you need to know about why they’re so beneficial. 

5. Powerful Digital Advertising 

It is no secret that in today’s technology-driven world, customers are engaging with businesses through digital means with ever-increasing popularity. In fact, Pew Research states that 70% of Americans use at least one form of social media. Platforms such as Instagram, Facebook, Twitter, and others, are common portals through which customers discover and interact with businesses. Accordingly, establishing an impactful presence on these platforms will aid significantly in your ability to capture new qualified leads and drive increased revenue. 

B2B digital advertising requires a thoughtful approach. In that vein, be sure to read through this essential guide on digital advertising and learn how it can benefit you and your business. 

6. Meaningful Email Marketing 

There is no doubt that email marketing is one of the best uses of your time and efforts for generating new leads. It is highly cost-effective, simple in execution, and is an excellent method of reaching a plethora of people in one fell swoop. 

Furthermore, B2B email marketing offers a valuable way to maintain engagement with existing customers. Clients desire – and deserve – to feel appreciated, and routine email touchpoints are a great way to make them feel as such. 

As with any aspect of your industrial marketing campaign, your email efforts must be executed with care and foresight. To that end, this spectacular guide on email marketing will firmly place you on the path to success. 

7. Engaging Webinars 

Offering webinars is yet another impactful component of B2B marketing. Webinars offer a variety of benefits to your business, such as boosting brand awareness, capturing a large audience, generating new leads, nurturing existing leads, and exhibiting your exemplary industry knowledge. 

Be sure to plan ahead when considering webinars. Your presentations need to be carefully devised and thoughtfully executed. Audience engagement is critical and you need to come prepared! 

8. Informative Whitepapers 

Well-constructed whitepapers are an excellent means of exhibiting your industry expertise. Sharing your insights and critical thoughts regarding your particular industry is an opportunity to separate yourself from your competition and impress potential clients. 

Furthermore, whitepapers offer yet another opportunity for lead generation and can foster goodwill by sharing knowledge free of charge. Be sure to incorporate whitepapers into your industrial marketing strategy!  

9. A Helpful ChatBot 

ChatBots offer numerous benefits to your business and its marketing campaign. For example, ChatBots will help with customer support, reduce costs, improve lead generation, meet customer expectations, and provide valuable data on consumers that can be effectively leveraged in the decision-making process.  

With such an impressive array of benefits, adding a ChatBot to your website is a must! 

10. Measure Your Success 

Planning for the future requires a thorough examination of the present. It is imperative to analyze your data to pinpoint areas that need to be reworked or bolstered, as well as to push those endeavors that have proven fruitful. 

Thankfully, cultivating meaningful data is readily accomplished, thanks to the utilities that often accompany certain platforms. Google, for example, offers a myriad of data insights – including SEO, website, and social media statistics – that you can purposefully examine to refine your B2B marketing strategy. 

Industrial Marketing – A Must for Your Business

Deploying a holistic industrial marketing campaign is an absolute must to propel success and prepare for the future. While there are several equally important components to consider, doing so in a thoughtful, meaningful manner will yield tremendous benefits. With that said, contact the experts at Mediaboom to help get you started on your industrial marketing journey!

Increasing your online presence in the healthcare space using healthcare SEO doesn’t have to be complicated. A solid healthcare SEO strategy has many moving parts and can take some time to curate. However, if you’re neglecting SEO for the healthcare industry, you are likely overlooking an untapped opportunity.

Healthcare SEO is search engine optimization for healthcare industries. There are several techniques you can use when trying to improve SEO on any website. When executed successfully, healthcare SEO will increase organic traffic and convert potential patients into regulars. Increasing your visibility can help your brand become a trusted name and reference point – for private medical practices and hospitals.

Regardless of the size of your medical practice, SEO for the healthcare industry can be incredibly beneficial. There are many approaches to how healthcare SEO can elevate your practice in the healthcare industry. Keep reading to learn about our best healthcare SEO tips.

What is Healthcare SEO?

Healthcare SEO (alternatively called medical SEO) is the focus on the healthcare industry in search engine optimization efforts.

For the most part, SEO for healthcare has most of the same practices as other SEO focuses. However, a standout difference in SEO for the healthcare industry is that the target audiences are already predetermined within local radiuses.

There is so much relevant content to be shared within the healthcare industry, so this market is prime for quality content production.  A good healthcare SEO strategy will boost your website’s overall rank and help improve your pages’ visibility.

Why does SEO matter in the healthcare industry?

Now that we’ve gone over exactly what healthcare SEO is, we can discuss how it can benefit your business. Since most clinics, hospitals, and other medical practices receive plenty of foot traffic, many question the benefits of investing in a healthcare SEO strategy.

 An advantage of SEO for healthcare is that it’s easier to pin down your local market.

Typically, patients are locked in with a provider through their insurance. However, there are still plenty of lucrative reasons for healthcare professionals to invest in excellent SEO practices.

Reaping the benefits of more leads and conversions to new patients is just one of the perks you can get with SEO. You can also build your company’s reputation as a good, knowledgeable source.

Overall, it’s all about making it easier for your potential patients to be able to find you easily and understand what your practice has to offer them.

9 Healthcare SEO Strategies to Try

Most SEO strategies can apply to every industry. However, there are specific methods that can be beneficial to SEO for healthcare. Here are some of our top ways to increase organic traffic for healthcare providers:

1. Using a mobile-friendly website design

Chances are over half of your audience will browse your website on a mobile device. So, it’s essential to not overlook how user-friendly your website and content is.

Investing in a developer to ensure your website runs smoothly on mobile will be worthwhile. Another route people take is to make an app, to help offload some potential issues that may arise on mobile websites as well.

2. Optimizing your page speeds

Another factor Google takes into account when determining what websites to put at the top of SERPs is how fast they are.

Another thing to note is that it’s common for mobile versions of websites to load slower than their desktop counterparts. Some technical work will be needed to ensure both pages are optimized for speed, but it’s definitely a worthwhile investment.

You can conduct a speed test with any website URL using Google’s PageSpeed Insights tool.

3. Choosing the Best Healthcare SEO Keywords

When it comes to figuring out what keywords to target, tools like Semrush, Moz, Ahrefs and more are gold mines. These tools will show you exactly what your audience is searching for by volume. Once your team reviews all of the information and data these tools provide, you will have a clear idea of what keywords to target.

However, for healthcare SEO strategies it’s more beneficial to target long-tail keywords. This method allows you to target people searching for a specific solution for a problem that your company can help address.

For example, say that a potential patient is searching for the cause of their stomachache. Typically, searches like this start with broad searches, and are narrowed down into more specific causes. This is where long-tail keywords will come in. Long-tail keywords are less competitive and more effective if you offer the solution for what they are searching for.

4. Building Authority with Medical Content Marketing

Domain authority can take several months and even years in some cases to build. Most aspects of healthcare SEO rely on time, patience, and consistency.

It’s important to have realistic expectations for your content. You can target shorter search queries and see some success. However, it’s not likely you will be able to bypass big names like WebMD. Instead, a workaround many people utilize is targeting long-tailed queries mentioned above instead.

5. Landing Pages

Landing pages are typically built around getting a user to take action. When executed properly, they can increase conversion. One of the strengths that landing pages possess is lead generation.

It’s good practice to have multiple landing pages to help funnel from different campaigns.

6. Incorporate Strategic Internal Linking

Internal linking is one of the easier and quicker ways to begin optimizing your site. Relevant and high-quality internal links direct users to more sites on your page that will provide value to them.

Internal links also help familiarize Google with your site. When inserting your internal links, think of this as another way to tell Google what your page is about.

An additional tip is to always go back and insert internal links to any new posts into your older posts. This will help indicate that the new page has good, relevant content and information.

7. Building Backlinks

On most SEO tips lists, building a solid backlink profile will be one of the most challenging things to accomplish. However, it’s also one of the most effective ways to ensure your site always ranks well.

Acquiring backlinks is extremely time-consuming, as you will likely need to figure out an outreach strategy.

8. Implementing Schema Markup for Healthcare Practices

Schema markup is a form of structured data. Initially, Schema can be a bit intimidating since it involves some HTML coding. However, it’s pretty straightforward and can be a skill that is picked up quickly with a great return on time investment.

Utilizing Schema markup can benefit any business model, as it will improve your site ranks. Schema markup allows you more control over how Google indexes your site.

9. Tracking Your Results

It’s important to remember that SEO is a long game and can take years to see lasting and consistent results. With this in mind, keeping track of your results is a great idea.

Familiarizing yourself with the results and data will help you build solid healthcare SEO strategies. Tracking your organic traffic and paid traffic alike can help decipher trends as well as seasonal traffic. In most industries, there will be high influxes and extreme drops depending on certain factors, such as holidays and events.

5 Ways to Improve Healthcare Local SEO

One of the keys to healthcare SEO is nourishing local SEO. This will also set you up to focus on learning how to best serve your community.

However, healthcare local SEO can be stiff competition since your competitors are in such close proximity to you.

So, how do you master local SEO and overcome the competition for the top spot on search engine results pages? Here are five ways to establish your company as a trusted place in the healthcare industry:

1. Google Business Profile

Creating a Google Business Profile will allow you to control how your business shows on search engine results pages. Once your business is claimed, you’ll have benefits like verifying business hours, sharing photos of your establishment, and responding to reviews.

2. Healthcare business listings

Another great way to ensure your business’s fronts are optimized for search engines is to ensure your practitioners are listed. Many people find their providers through their own search efforts, especially for more specific specialists and issues. This technique doesn’t only work for individuals! You can also implement this strategy for specific hospital departments, where you can list your practitioners and their specialties.

3. Local Keywords

Local keywords are highly effective, especially for healthcare SEO. Utilizing local keywords can be as easy as just tagging relative locations to the original search query. For example, “Chiropractors near me” can be extremely effective paired with keyword bidding.

You may also notice long-tail keywords that will branch off general queries like: “Chiropractors near me that take [type of insurance]”. This is a great way to target potential patients with accepted insurance.

Localizing queries and content is an effective way to boost actual conversion. However, it’s not the best option when you’re looking to increase sheer impressions and engagement.

4. Content that targets local patients

The most relevant audience for service-based businesses is always the local audience. So, it makes sense that SEO for the healthcare industry is heavy on local keywords and long-tailed queries.

It’s important to know what your community needs and is searching for. Providing answers for exactly what they are looking for is a great way to establish rapport. As we just went over, using local keywords to serve your target audience directly is highly effective.

5. Manage patient reviews

Reviews are a way to thank people for their business by responding to positive reviews in an appreciative manner. However, when it comes to managing bad reviews, it’s typically frowned upon to delete or invalidate them.

Instead, try responding to negative reviews with an apology with a genuine attempt to rectify whatever went wrong. This response method is a great reflection of any potential patients looking over the reviews.

There’s also a good chance that a one-star review will change if the problem is fixed. Or, at the very least, there is an effort to help.

Working with a Healthcare SEO Agency

In some cases, in-house marketing can tackle SEO responsibilities. However, for some companies, outsourcing SEO services makes more sense.

Although there are many SEO agencies, finding one that specializes in your niche is essential. Working with an agency specializing in healthcare SEO will likely boast great results and help you gain more insights for your audience.

The digital market is highly saturated with media, so it’s essential to be intentional with your brand’s content, especially when it comes to improving your “visual marketing”. It’s easy to become overwhelmed and wonder what the best strategy for your brand is.

What is visual marketing?

Visual marketing refers to the use of images, graphics, videos, and other visual elements to promote a product, service, or brand. The goal is to grab the attention of the audience, convey a message, and create a lasting impression. It can be used in various mediums, such as social media, websites, print materials, and advertisements. A good visual marketing strategy relies on the flexibility of using multiple forms of media to engage your audience. People resonate with good storytelling, and visual media can help you achieve that. Using social media platforms to engage your audience visually can be extremely rewarding for your brand.

To learn more about curating the perfect visual content for your marketing campaigns, this guide will help you get there.

What is visual marketing?

People are visual learners. So, it makes sense that digital visual marketing strategies use multiple media formats to reach and entice your audience. 

Many brands and creators have grown their following substantially just by providing consistent and high-quality content. Knowing how to leverage different mediums to your benefit can be game-changing for your brand.

How effective is visual marketing?

Visual marketing is one of the most effective marketing approaches you can do! So many people are immersed in social media for hours daily. It’s an opportunity like never before to get your brand in front of as many eyeballs as possible. 

Many variables are at play when it comes to perfecting your brand’s content marketing strategy. Of course, there is no one perfect formula that will work for every business. However, once you understand the basics of visual marketing, it’ll become easier to achieve successful marketing campaigns.

Visual Marketing vs Content Marketing

Essentially, visual marketing focuses on media, while content marketing can encompass that and more. For example, content marketing includes text-based forms such as blogs.

10 Types of Media Used in Visual Marketing

Digital visual marketing comes in many formats. Which gives you plenty of room to explore which forms of media work best for you. In this section, we will go over all the different kinds of mediums that can be used in your visual marketing strategy.

1. Images

Images are the first form of visual media used on social media and are still extremely influential today. There are so many possibilities you can create with images in your campaigns. 

Images are diverse and can be included in the other media formats listed in this section. 

2. GIFs and Memes 

Much like images, GIFs, and memes can quickly grab users’ attention. Many brands use GIFs and memes in a playful way, usually accompanying a lighthearted joke.

Another way to help raise brand awareness is to self-insert your brand in popular memes like this. Making content funny is a great way to boost shares and engagement, and memes excel at this.

3. Videos

Incorporating videos into your visual marketing strategy is essential in today’s world. Generally, videos are either considered to be long-form or short-form. Long-form videos can be up to several hours long and can usually be found on YouTube.

Short-form videos are all the content you see on social platforms like Instagram, Snapchat, TikTok, and so on.

Since videos encompass a wide range of strategic approaches, we’ll revisit how to use videos in your visual marketing strategy in later sections.

4. Infographics

Infographic images aren’t something you should overlook in your digital visual marketing strategy. Infographics are an effective way to reach your audience, as they receive 3x more likes than other forms of media.

Additionally, infographics are considered highly sharable content. Infographics provide valuable information in an easy-to-read format, and the visual aspect of the image helps readers retain the information. 

5. Presentations

Creating a visual presentation can be as simple as making a slideshow. Carousels are a post type that allows you to have up to 10 photos and even videos within a post.

People have gotten extremely creative with social media posts, even creating “choose your own adventure” series with slideshows. Thus, creating an extremely immersive experience for their audience.

6. Screenshots

Screenshots are a quick and easy way to make a post. Many brands will post screenshots of a funny or relevant post from another site to prompt engagement.

Another way screenshots are used as content is as a “preview” of the full post, or even as a sneak peek at a new feature.

7. Interactive Timelines

Every brand has an “About” page, and an interactive timeline can be an engaging way to walk your audience through your brand’s story. This is a great way to highlight brand roots and values. In general, timelines can be an effective way to visualize longer stories in a snapshot.

8. Visual Quotes

Chances are, you’ve had a friend send you a post of a quote they found extremely relevant. Visual quotes are relatively straightforward and have been shared through social media posts for years.

9. Calls to action

Calls to action (or CTAs) are typically found on landing pages and within visual content prompting the reader to take relative action. A well-placed and intentional call to action can seal the deal for the user moving into the next step of the buyer’s journey. 

It’s also worth noting that CTAs perform better when placed at the end of a post once the reader is fully informed of the benefits of taking the suggested action.

10. Before and After Interactive Images

For certain services, before and after images can be one of the best endorsements you can get. Before and after interactive images allow users to effectively see the service in action and the benefits of investing in it.

How to use visual marketing: 10 effective strategies

Now that we’ve gone over the mediums of visual marketing, we can look more into the strategies that utilize visual content. Here are our top ten effective content marketing strategies.

1. Outline your brand goals

Establishing your brand goals is the first step in creating a visual marketing strategy.

Understanding your brand’s goals will help you narrow down your target audience and better serve their needs. This is where buyer personas come in handy, so you can focus on where your target audience can be found.

In this stage, it’s also essential to establish your brand tone, so your content can maintain a consistent purpose and tone.

2. Be consistent with your brand’s visual identity

Maintaining a consistent look and style can be a bit challenging if you don’t have a style guide! A style guide contains brand guidelines regarding color choices, fonts, and general templates.

However, a visual identity includes a lot of factors. People love an aesthetic brand and honing in on your visuals, and aesthetics can really elevate your brand.

3. Tell a story

Being able to tell a story through your content marketing is an important skill. Guiding your audience through a story with visuals is more important than ever. 

As brand awareness increases amongst consumers, they like to know that they align with the brands they give their business to. Show your target audience you share the same values!

4. Choose the best media format for your message

The medium chosen for a marketing campaign can make or break it. So, evaluating your intent with each campaign is essential to determine which format will work best for the results you seek.

5. Creating high-quality visuals for your social media posts regularly

Although every brand should strive to post consistently, it’s just as important for your visual elements to be of high quality.

Your videos should be clear and provide value to your audience. You get the most out of posting images if you make sure they provide helpful information. This way, your audience is more likely to share and bookmark them.

Building up a brand that is known to produce quality content helps your brand become a trusted name and source. Additionally, the algorithm will also favor you and give you a boost!

6. Use different formats

It’s also important not to limit your brand to one visual marketing style. The best visual marketing strategies include all formats of media.

7. Choose the right visual marketing tools

There are so many options when it comes to finding tools for curating the perfect graphic designs and visuals. Here are some of our favorites to make the process as seamless as possible.

• For graphic designs for socials: Canva
• For video creation: Lumen5
• For stock photos: UnSplash

There are also more options to help you flesh out any idea you have for content creation right at your fingertips!

8. Be original and unique 

All of your content needs to be unique and original. Earlier this year, Google implemented a new search engine update called the helpful content update. This update prioritizes original content “written by people, for people.”

Not only will this help your content rank better, but it will also provide better value to your audience.

9. Be mobile-friendly

With mobile users accounting for over half of web traffic worldwide, chances are most of your traffic also consists of mobile users. A solution many businesses opt for is to push people to their app, which is optimized solely for mobile experiences.

However, not everyone wants to have an app for every single brand they’re interested in. So, it’s still important to make sure the user experience on your website is as enjoyable on mobile as it is on desktop.

Some tips from Google to ensure your website is mobile-friendly include: 

• Conducting speed tests to ensure your site does not lag.
• Have a user-friendly design.
• Ensure the content is the same on mobile as it is on the website.

10. Promote your visual content

Another great benefit to focusing on visuals is that there are usually a few ways to repurpose content. 

For example, many brands will promote a new blog post on social media platforms. Many blogs will also convert an entire blog post into an infographic, making it a more condensed but sharable version.

It’s also common for brands to use their newsletter to help redirect their audience to other valuable visual content they have produced.

11. Run A/B tests

A/B tests are very useful in determining what kind of content your audience wants to engage with. A/B tests help your brand hone into details, such as what colors, formats, and image styles grab the attention of your audience the best. Ultimately, successful A/B tests can result in higher conversion rates.

4 Successful Visual Marketing Examples

1. E-mail Newsletter

View the example here (from HubSpot)

E-mail newsletters are very versatile themselves, with hundreds of templates to choose from. Newsletters provide a unique value as they can serve as more of a curated feed delivered straight to your audience’s inbox.

In this example of the New York Times Cooking, they send their audience a “Popular Recipes of the Week” update.

2. Carousel

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Un post condiviso da Daily Good Food (@goodfooddaily)

If you want to know how to do something, chances are there are video tutorials online for it. Especially since the pandemic, recipe tutorials have seen a significant increase in interest. Now, many people are turning to Instagram and TikTok to watch easy how-to videos for quick meals and treats. 

3. Video

@chipotle 🎶🧀 don’t ask, just vibe 🧀🎶 #chipotle #queso #chipotlehack ♬ Queso on Mondays – Chipotle

When it comes to video marketing, brands have taken much more creative freedom lately. This viral video posted by Chipotle has over 4 million views and is essentially an ad. However, it’s so catchy and playful that their audience loved it.

4. Infographic

As mentioned before, infographics receive higher engagement than most other posts. The unique thing about carousels is that they can feature a mixture of images and video. 

This particular example is an infographic, but also incorporated a small moving arrow, thus making it a video too. This can also be considered a “hack” for repurposing still images into videos to help get more reach.

Conclusion

Overall, there are many different approaches you can take when it comes to creating the perfect visual marketing strategy for you. We hope after these visual marketing examples, you’ll be all set to launch your own revamped social media campaign!

Or, you can fill out a request to speak with a professional and schedule a consultation with us!

Home services marketing utilizes various marketing techniques to further business objectives such as customer retention and an increased customer base. What kinds of services should your home improvement business focus on to grow this area of your digital marketing?

Here are some indispensable techniques for home services marketing:

• Website design
• Google Business profile
• Business listings
• Local SEO
• Content marketing
• Advertising
• Social media marketing
• Email marketing
• Referrals
• Live chat
• Reputation management

This guide will be a comprehensive overview of home services marketing, including a definition of this form of marketing, the benefits of investing in your home services business, and further details on the strategies above.

What Is Home Services Marketing?

Let’s begin with a definition. Home Services marketing combines traditional and modern marketing techniques (such as digital marketing for home services) for the furtherance of business objectives related to those in the
realm of home services.

From transportation and storage services to home construction, gardening, carpeting, HVAC, plumbing, and more, home services online marketing runs the gamut, serving a variety of home
services businesses.

Why Home Services Businesses Should Invest in Digital Marketing

Home service businesses carry enough on their plate that the thought of an additional financial burden can be straining.

Investing in digital marketing though is anything but a burden. It will behoove your business now and long into the future to have a marketing strategy you can rely on.

Home services online marketing is especially advantageous. Call tracking service Invoca reports that online search drives a significant portion of the average consumer’s purchasing and converting decisions.

Here’s a breakdown of the percentage of shoppers who did their online research before converting:

• Appliance repair – 64%
• Home remodeling – 65%
• Moving – 82%
• Carpet cleaning – 65%
• Housecleaning – 59%
• Painting – 64%
• Patios and decks – 60%
• HVAC repair – 62%
• Pest control – 75%
• Electrical work – 58%
• Lawn care – 67%
• Plumbing – 54%
• Fencing – 57%
• Locksmith services – 73%
• Roofing – 62%

It’s not necessarily that these potential customers have their minds made up. Not at all, actually!

Inbound marketing resource BlinkJar Media reports that most consumers have yet to decide on a purchase yet, giving home services businesses like yours the chance to swoop in and convert.

That’s not all. A 2022 report in Cision PR Newswire reports that the increase in both home services marketing and advertising has spearheaded market growth for the industry as a whole.

You can trust that no matter what type of service company you are, your competitors in the home services industry are already utilizing digital marketing. You should as well.

What Are the Benefits of Home Services Marketing?

Home services online marketing can advance a number of your service company’s goals, so let’s take a closer look at how.

Lead generation

Differentiating your company among the wide number of service providers in the home services industry is important in increasing your lead generation.

Through the strategies that we’ll outline ahead, you’ll have several secure methods for boosting the number of leads that enter your marketing funnel.

While there’s always a need for home services among the general populace, those needs wane. Most home improvement jobs, once done, don’t have to be redone for years if not decades.

That’s why it’s always to a home service company’s advantage to have new leads in need of services.

Increase in Customers

Attracting leads is wonderful, but you have to convert them to make a meaningful difference in your home services company’s bottom line.

Through digital marketing strategies such as content marketing, advertising, and reputation management, you can nurture and educate your audience to inspire them to make a purchasing decision they’ll be confident in.

Driving Authority

Home Services marketing gives your home services business the opportunity to increase your authority and inspire more consumer trust in your brand specifically.

Through your website design, business listing presence, referrals, and content marketing, you’ll establish your business as a rock-solid choice for all a consumer’s home improvement needs.

Reputation-Building

You can also use home services online marketing to increase the reputation of your business. By displaying reviews and building a strong referral system, you’ll have a sterling reputation that will inspire more leads to convert.

Home Service Marketing Strategies to Boost Your Brand

Next, let’s look at some digital marketing strategies for service companies.

Website design

A stellar website design not only separates you from the pack but also engages leads and can begin the conversion process as they sign up for your email newsletter.

In this HVAC website design examples list, we showcased what it makes for an exemplary web design in the HVAC sphere.

• Even if your home services business doesn’t specialize in HVAC, there are certain design elements of a website that transcend industry, such as:
• Complimentary colors
• Using your logo colors as a basis for the color scheme
• Clear, easy-to-read fonts
• CTAs above the fold
• Clear CTA links that tell a visitor where they’re going when they click
• Neat navigation bars
• Search feature in the navigation

Google Business Profile

Google Business Profile, which for a long time was known as Google My Business, is an excellent way to increase your local search results, improve your visibility, inform and educate your leads, and drive new business.

You can also increase audience trust through a Google Business Profile, as social media resource Business Wire states that 90 percent of consumers will read through reviews before finalizing a purchasing decision.

Here are some best practices courtesy of our blog for your Google Business Profile:

• Make sure the profile is filled out completely
• Triple-check the accuracy of your information, including spelling and business hours
• Include a website link
• Upload your own photos of your work and allow customers to share before and after photos as well
• Post on your Google Business profile about things like new services, promotions and deals, or limited-time offers

Business Listings

Another home services marketing strategy to add to your list is getting your service business on various listings.

It’s not enough to have a comprehensive Google Business profile, after all. Showing up on listings could be how leads find you. Then they’ll look into your Google Business profile.

If your company is interested in marketing on a budget, there are plenty of free listings for your business’s name to appear on.

Local SEO

Local search engine optimization or SEO will act as the backbone of your home services digital marketing campaign.

It focuses on reaching customers in your neighborhood and adjoining cities or towns. You’re not trying to build a nationwide presence though.

Some of the strategies we’ve discussed already, such as a Google Business Profile and being added to local listings are excellent ways to boost your local SEO.

Per this post on our blog, here are some other strategies you can try:

• Run a local SEO audit to determine if your website has foundational issues that are holding you back from rising in the ranks.
• Focus on link-building, choosing only quality links to maintain your reputation.
• Write localized content with local keywords.

Blog and content marketing

Speaking of content, that’s the next marketing tactic we’ll look at.

Content still is and will likely always be king, so a content marketing strategy is critical for your home service business.

What kinds of content should you focus on?

Blogging is a great one to start with. Through your blog posts, you can write educational and informative content about your services without being too salesy.

Other types of content for your consideration are checklists, eBooks, and webinars.

Google Ads

When determining what your home services business advertising campaign will look like, Google Ads should be a part of that equation.

Using Google Ads can help you target your ads according to criteria like interest or location.

You can level out the playing field by advertising on a major platform like this, increase your SEO, and boost brand awareness too.

Budgeting your ad spending is easy when you can use our Google Ads Cost Calculator!

Social Media Ads

Social media is undoubtedly a pillar of your home services marketing campaign, but what if your posts fail to generate enough traction? Between the measures we’ll discuss in this subsection and the next, that should no longer be the case.

The first social media measure we recommend is advertising on social media.

With so many social media platforms out there in this day and age, you can’t possibly advertise on every single one unless your service company has a tremendous marketing budget.

It’s best to start with one or two platforms that you know the largest subset of your audience uses. Then you can scale up your social media advertising efforts as your advertising and marketing begin paying back dividends.

Social Media Marketing

Social media marketing is another fantastic strategy to have in your back pocket.

In this post on HVAC social media marketing, we recommended social platforms such as YouTube, LinkedIn, Twitter, Facebook, TikTok, and Instagram for your marketing efforts.

• Here are some other tips to follow:
• Livestream content, such as projects in progress
• Post consistently
• Strive to post content your audience will be happy to engage with
• Use hashtags, but only as they’re relevant, and never too many
• Incorporate quality visuals like infographics
• Showcase reviews (with a customer’s permission)

Video Marketing

We talked about content marketing as a home services marketing strategy above, but video content marketing is excellent as well and deserves its own spotlight.

Video resource Wyzowl reports that 86 percent of companies are using video as a marketing tool in 2022, which is a marked increase from 2016 when it was only 61 percent.

Through video, you can explain home improvement concepts that your customers might not understand and even show tutorials for basic repairs a homeowner can do themselves.

Email marketing

The goal of bringing leads to your website is to inspire them to sign up for your service company’s email newsletter. Once they’re on the list, you need to begin using email marketing to keep them there.

Before you launch any email marketing campaign, you must set goals such as conversions. Then you have to create email content.

Templates come in handy for this, but you will have to create unique subject lines and body content for each email you send out.

Don’t forget to track analytics to ensure your email marketing campaigns have succeeded.

Referrals

Your home services marketing campaign needs a referrals aspect as well.

Referrals are a more hands-off way of promoting your home services business.

More so than that, referrals are incredibly successful, with business review service FinancesOnline reporting that most consumers find word-of-mouth promotions more reliable compared to paid ads.

You could see your rate of both leads and conversions increase once your company has an active referrals program.

Live chat

Your team is busy serving customers, so you can’t be in the office 24/7. In your absence, live chat is a great way to ensure that leads and customers get their questions answered in a timely fashion.

Live chat increases customer satisfaction and allows for better time management for other sectors of your company (especially your customer service reps).

Online and SEO Reputation Management

The last home services marketing tactic we recommend is reputation management, especially online.

Your brand’s reputation is all you have at the end of the day. If you alienate your audience, you’ll lose customers and struggle to onboard new ones.

That’s not to say that negative reviews won’t come through. When they do, you need a mitigation strategy in place to assuage customer concerns and solve ongoing issues.

Deleting or ignoring negative comments is never the answer!

Hiring a Home Services Marketing Agency

Is your business considering hiring a professional home services marketing agency to achieve the above goals?

Mediaboom is here to help. Our services include digital marketing for home services, advertising, content marketing, email marketing, SEO, content management, ad management, and video production.

We serve a variety of industries, including home services and HVAC. Contact us today to learn more.

A pay-per-click or PPC ads agency ensures your company’s PPC campaigns run smoothly. With PPC spending on the rise for the average marketer, perhaps you should hire such an agency. What are the benefits?

Working with a PPC ads agency is advantageous for the following reasons:

• Saves you time
• Ensures high-quality copywriting, ad design, and more
• Access to targeted keywords your audience cares about
• Can increase ROI
• Detailed, precision reporting

This guide to PPC ad agencies will tell you everything you need to know. First, we’ll explain the services that an agency offers, including the various types of PPC ads. Then we’ll expound further on the above benefits and even tell you how to find the right PPC agency.

Let’s begin! 

What Is PPC in Digital Marketing and How Does It Work?

As we touched on in the intro, PPC is short for pay-per-click. This is one advertising model on the Internet of many that are designed to direct traffic to a company’s website. 

Your company is the advertiser and the PPC ads agency, a website owner, or a search engine would be the publisher. In other words, you’re advertising your services but paying a third party to publish the advertisement.

When an Internet user finds your ad, they will likely click on it. They’re then redirected, usually to your website, but possibly also to a special landing page or even a social media page. 

Each time an Internet user clicks your ad, the advertiser (you) pays a fee to the publisher. You’re essentially paying for website traffic. 

Using PPC ads can be the only way you generate traffic to your website or used to augment organic visits. 

How much are you paying when a user clicks a PPC ad? This is where a PPC ads agency can help, as they can keep costs down. 

An efficient PPC advertising campaign is not going to be costly for a company like yours to pay for. 

Even if you’re paying for several dollars per click, if that click causes a lead to spend several hundred dollars and then convert into a customer who can spend hundreds or thousands more over time, then the money spent was worthwhile.

 

Is Working with a PPC Ads Agency Worth It?

Now that you’re clearer on PPC advertising, your company may be eager to get started. Admittedly, you have no experience in PPC ads, but you want your next ad campaign to be a success.

Is hiring a PPC ads agency worth your while? Absolutely! 

Per the intro, here are the benefits of working with a professional ad agency.

Saves You Time

Your company has a marketing and sales department, but that’s not what your business deals in. You make products. 

The time you put into advertising takes away what could be spent on research and development, bug fixes, customer service, and product brainstorming.

When you hire a PPC ads agency, you can win back more of that time. You’ll have the bandwidth to further your company’s objectives while ensuring your ad campaigns excel with professional assistance.  

Guarantees High-Quality Copywriting and Design

Even if you place an ad in front of the perfect target audience, if the ad is riddled with grammar or spelling mistakes or looks ugly, no one is going to want to click it. They’ll be dubious about where they’d be redirected if they were to click.

The staff at a PPC ads agency are trained professionals. They have extensive experience writing clean, concise copy. They know how to produce titles that grab attention and meta descriptions that fit within the character requirements.

They can design a simple but appealing display ad or a shopping ad that shows your products in a positive light and induces curiosity.

Provides Access to Targeted Keywords

Have you ever gotten in a bidding war over a keyword thinking it’s good but not being 100 percent sure? That’s no way to spend your advertising dollars!

A PPC ads agency can guide you in the direction of which keywords will grab your audience’s attention. The agency will do extensive research into the popularity and competition of certain keywords and then recommend them to you.

They can also help you when it comes to bidding on keywords so you don’t overbid and put your company in a financial hole. 

Can Boost ROI

If your PPC ad campaigns have failed in the past, that should change with the professional bolstering of a PPC ads agency. For the dollars you spend when an Internet user clicks on your ad, you could make back twice, thrice, or more for each click. 

Offers Detailed, Precision Reporting on Metrics That Matter

How successful was your PPC ad campaign? No longer will you have to worry. The agency you hire will produce rich, detailed reports that highlight the metrics your company cares the most about. 

How to Choose the Right PPC Agency for Your Business

How do you springboard your PPC goals? You need the right PPC agency. The following pointers will help you hire a winner.

Be Clear on Your Goals

You can’t fairly ask a PPC agency to achieve a goal for you if you don’t yet know what that goal is yourself. Spend some time with your company’s decision-makers to determine what you hope to achieve with a PPC ad campaign.

If you have multiple goals such as more sales and conversions, then so be it. You need to be crystal clear on those goals, though. 

Ask for Campaign Case Studies or Examples

A PPC ad agency with a track record of success should easily be able to cherry-pick examples and even case studies of their greatest campaigns. 

You can review the campaign details and the outcomes to determine if this agency could be a viable partner. 

Discuss Their Process

Talk hypotheticals with the PPC ad agency as well. Say that you’re trying to complete X objective and then ask them how they would go about doing that. 

This is your chance to pepper in important questions such as which tools the agency uses and whether you’ll be able to see your campaign’s metrics in real-time. 

The Different Types of PPC Ads and Which Type Your Business Should Run

Not all PPC ads are the same. You have your pick among eight recognized types. 

With a PPC ads agency at the helm, you can select the right kind of ad for your business. This section will also point you in the right direction.

Amazon Ads

According to Amazon re-pricer software Seller Snap, as of 2022, over 2.7 billion people have visited Amazon on mobile and desktop devices. It’s projected that about 200 million people go on the site every day.

If your company sells its products on Amazon, then Amazon ads are a viable type of PPC ad to explore. 

You can select from three types of Amazon ads. The first is a product display ad, which displays images of your company’s products. 

A headline search ad floats to the top of the Amazon website. When an Amazon user searches for a keyword that you purchased as part of your PPC campaign, your products appear first.

You can also select a sponsored product ad, which is where your ad appears when a user searches for a related product that matches your keyword. 

Gmail Sponsored Ads

In 2020, Gmail was a vehicle for sending and receiving 306.4 billion emails per day says tech resource Techjury. 

With over a billion users today and counting, Gmail-sponsored ads can help your company reach a brand-new audience with the assistance of a PPC ad agency.

You can make a Gmail-sponsored ad using the Google Ads platform. Your advertisement appears like an email in a user’s Gmail inbox, at least until the Internet user clicks. Then they see the advertisement in full.

Using Google Ads, you can track specific metrics that are limited to Gmail. For example, when a Gmail user forwards an email with your advertisement in it, you can review that data in the Gmail forwards column.

You can also track those who save the ad using Gmail saves. 

Paid Social Ads

Business resource Oberlo projects that nearly four billion people will use social media by 2022. 

From TikTok to Quora, Snapchat, and the heavy-hitters like LinkedIn, Twitter, Instagram, and Facebook, each social media platform has its own respective PPC ad platform.

Navigating the paid social ads jungle is easier with a PPC ads agency on your side. Since a paid social media ad only applies to one social media platform at a time, you need to select the one with your largest target demographic, at least to start.

Then, as your advertising budget grows, you can expand your PPC advertising on social media. 

One of the biggest advantages of paid social ads is that you can be as exclusionary as you wish, targeting only the demo you’re after. 

Shopping Ads

The next type of PPC ad your company might consider is the shopping ad. 

For companies that sell a lot of visually appealing products, a shopping ad is a fantastic way to get your product in front of the eyes of potential customers. 

Included also with the image is a short product description as well as a title and pricing information. This way, the person seeing the ad has all the information they need to make a purchasing decision (or not make one).

Video Ads

In the 2020s, video reigns supreme. Video marketing resource Wyzowl reports that up to 88 percent of businesses rely on video as a marketing tool. Now your company can too with a PPC ads agency in tow.

A video ad doesn’t have to feature members of your company but may showcase the beauty and functionality of your products. It’s up to you, but you don’t have long to make an impression with your video, so now is not the time to go off-the-cuff.

PPC video ads should focus on storytelling more than selling. You can also use the video ad to establish or solidify your brand personality. 

Remarketing Ads

Most online shoppers have experience with remarketing ads, the next type of PPC ad you should consider.

When a website user toys around with buying your product but then decides not to, a remarketing ad is a second chance for them to change their mind. 

With a PPC ads agency, you can target parties like those who spend X amount of time on your website or cart abandoners.

Remarketing ads are also useful for capturing the interest of newsletter subscribers who have yet to make a first purchase, one-time shoppers who haven’t bought again, or previous customers. 

Display Ads

One of the most common types of PPC ads is the display ad. 

A display ad appears when an Internet user has shown in some way that your product interests them, such as searching for a similar product or coming across your company website or social media profiles.

Display ads do not boost conversions by a huge degree, especially when pitted against the next type of PPC ad we’re going to talk about, which is the search ad. 

The low cost of display ads makes them an appealing option for companies just starting with PPC advertising or for those on a tight advertising budget.

Further, display ads are a great means of strengthening a brand, which is another reason they’re small business-friendly.

Making a display ad is rather simple. You can rely on the PPC ads agency you hired or use the Google Display Network or GDN. If you’re already using Google Ads, then making a display ad through GDN is very convenient. 

Search Ads

Last but anything but least is the search ad. The most common PPC ad by far, search ads are prevalent across Internet search engines, especially Google.

You can create a search ad using Google Ads just as you can a display ad. As the advertiser, you’d choose the keywords that would qualify your search ad to appear. You must bid for keywords as well as the order of ad appearance. 

The bidding at the auction mandates your PPC search ad price. Quality keywords are more expensive than common ones, for instance. 

When scrolling through organic search results, a PPC search ad may be above the organic search result or below it. They can also appear above and below. 

Conclusion 

A PPC ads agency can use search ads, display ads, social media ads, Google ads, and more to drive website traffic for your company, increase brand awareness, convert more leads into customers, and boost your sales. 

If you’re looking for the right PPC agency, consider Mediaboom. With our expertise, we’ll work closely with you to initiate a PPC campaign that will achieve your goals!