Web Marketing – Part II
Strategies Losing Popularity This Year
Feb. 2, 2016
By Alain Parcan, Market Hardware
While these strategies may have been highly successful in the past, the experts at Market Hardware predict they’ll be less popular this year as plumbing and HVAC businesses move their marketing funds into other approaches.
Social Media as a Lead Generator
Social media still serves a major purpose in the plumbing and HVAC industry, but, after its growth phase a couple of years ago, businesses quickly learned that social media content cannot be relied upon for a steady lead flow. Dollars, time, and energy are all better spent on other marketing strategies (like the ones listed here). Note that paid advertising on social media is on the rise and could be huge one day. We expect it to be as large as Google Advertising in the near future.
Here’s a simple social media plan that is becoming increasingly popular: At the beginning of each month, plan out some tips and ideas to post on Facebook and Twitter. That way, you can spend no more than a few minutes each day, or even each week, posting interesting, engaging content on the two most popular social media platforms without exhausting too many resources to do so. Post pictures of your facilities/staff, and include occasional offers. There is certainly value in being active on social media and staying in front of your existing customers, but look elsewhere if you’re focused on growing your business.
PHCC Member Tip:
PHCC—National regularly provides members with timely sample social media posts that you can customize for your business. If you’re ever looking for extra suggestions, however, contact Market Hardware and mention that you’re a PHCC member looking for some advice; they’ll provide additional tips and suggestions for the most popular social media platforms.
Yellow Pages/Newspaper Ads
Surprised? You shouldn’t be. Consumers just aren’t opening up Yellow Pages books or newspapers to find service providers like they used to. They are far more likely to type a search online and scan a company’s website to solicit a service. Businesses have been picking up on this trend for years and, understandably, have pulled their marketing dollars out of those marketing channels. While there is still a small audience that uses Yellow Pages and/or newspapers to find local businesses, that draw is dwindling. Consider focusing the majority of your dollars on more modern channels.