iMarket Solutions Blog : Archive for the ‘Social Media’ Category

Q4 Marketing Tips Part 2: Building Your Digital Brand

Tuesday, October 20th, 2020

What does your contracting business need to build your digital brand? At iMarket Solutions, we have a vested interest in your digital marketing strategies. But we will be the first to admit you’re not going to get everything you need from your marketing efforts using just digital strategies.

You’ll need to consider your marketing plan as a whole, which we covered in Part 1 of this 2-part blog series. We’ve provided a basic overview below!

SEO Blog Posts

As part of our process, iMarket provides new clients with an overview of on-page and off-page SEO best practices. Part of this includes your SEO blog posts. These blog posts should be keyword-driven while also providing value and interest to the reader.

Well placed blog posts that focus on local events, how your services will benefit the reader and why YOU are the best contractor to provide those services is one of the many important facets of a digital marketing plan.

Social Media Ads

Do you know where your customers live? No, we aren’t talking about their home address. They live on social media! Many contractors still dismiss the power of social media, thinking it doesn’t apply to them or their marketing plans. The reality is, this is where your customers are, and you need to go there in order to monetize your customer base.

Social media engagement is not just about posting funny memes or celebrating employee birthdays and milestones—although there are certainly arguments for doing this on your Facebook and Twitter pages, etc. You should also be taking advantage of social media advertising.

Paid Ads

SEM (Search Engine Marketing) or PPC (Pay-Per-Click) focuses on bringing traffic to your website through paid ads. Google and Microsoft Advertising utilize a bidding strategy to help contractors control their advertising budget and bid on keywords relevant to their services they offer while targeting the customers they want. 

Social Media Retargeting

Also called remarketing, this keeps your company visible to website visitors by ensuring that your online ads follow potential customers around the internet—including their social media pages. We would love to discuss with you how you can put the power of Google remarketing and social media retargeting to work for you!

Local Service Ads by Google

Local Service Ads by Google, also called Google Guaranteed, is one of the more recent developments in contractor digital marketing, and only available for certain industries—including yours! Google is always making changes, and low-cost leads will change as the Google model changes too. But it will serve you well to take advantage of this, and iMarket stays abreast of all these changes as they’re happening to help our clients make the best moves for their digital marketing plan.

Targeted Email Marketing

Email marketing is going to bring you one of the best costs-per-lead in the contracting industry. As long as your content is interesting and informative, your customers will open the email and read it. Of course, there is a lot more to email marketing than simply that, and we’re here to help you figure it all out.

Email is the medium that today’s web users are most comfortable with—they’d rather do their own research online before picking up a phone to call you. So this is another case of “meeting your customers where they’re at”!

Partner with the Right Marketing Team

Haven’t partnered with iMarket yet? We work only in the home services industry, so we are the experts when it comes to the complexities of contracting businesses. We want you to succeed and we’re here to help you do just that!

When you’re ready to upgrade your marketing, reach out to the team “Dedicated to Contractor Success”—contact iMarket Solutions!

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Growing Your Business and Gaining Loyalty through Social Media

Wednesday, August 12th, 2020

When growing your contracting business, social media plays a bigger part that you may realize. It’s truly one of the best tools there is to gain trust and brand loyalty—and it’s about so much more than just using Facebook or Twitter.

A solid social media presence helps you reach out to new customers and influence their buying decisions—through not only the commonly known social media sites but also Yelp, Google Local, and Angie’s List. When you need help developing a solid strategy for social media marketing for contractors, look no further than our team. In the meantime, read on as we uncover 3 key factors to online growth through social media.

1.     Understanding Your Influence and Learning Opportunities

Many business owners don’t understand their own ability to affect a buyers’ journey through social mediums, such as Facebook. In 2019, Facebook reported that they had 2.5 billion monthly users and 1.95 billion of those users can be reached by ads. Targeting your posts and ads on Facebook to your service area means reaching people who may not have heard of you otherwise.

Review sites are another medium to take advantage of. We mentioned above how social media presence includes your presence on sites like Yelp, Google Local, and Angie’s List. Positive online reviews are the ultimate way for word-of-mouth marketing to help you gain and retain loyal customers. In fact, even your well-thought responses to negative reviews help with this.

Of course, you can’t buy reviews—well you could, but you’d be heavily penalized—but you can make some smart moves to help your contracting business earn reviews. How so?

  • Give your customers a heads up! Let them know you’re on the popular review sites. We can even help you get a link to your Yelp business page up on your website.
  • Use review widgets on your website and build up a reviews page on your site.
  • Respond to reviews—even negative ones. Actually, especially negative ones. Speak to your Marketing Coordinator about this if you’re already an iMarket client — we have plenty of strategies to share.
  • Share testimonials from happy clients on your website.

Understanding your influence means knowing where you are most likely to be seen and strategizing your blog and social content to account for that. Our team can provide invaluable resources for contractors to nurture leads through their social influence.

And let’s not forget one of the most powerful components of social media marketing–learning about your audience. Social media is an incredible listening tool, to help you understand your audience, their interests, and what they are looking for in a home service company. Whether through a Facebook community or one of your review sites, you can learn from the feedback and engagement you see.   

2.     Scheduling Your Posts

Knowing when you will post and what you will post is vital. You don’t want to throw just anything up on your social pages without a tactical plan. There’s a time and place for everything you post—and some content will perform better than others.

An editorial calendar is a great idea, and working closely with an experienced marketing team will ensure that whatever you post falls under best practices and provides value to your customers and leads. Social media provides you with alternative methods to help you reach your business goals. You can even use your quarterly goals, for example, to shape your social scheduling. 

3.     Engaging with Your Fans and Followers

Being responsive galvanizes your bond with your customer and it increases your leads. People love using the Internet. Make sure you’re staying social on your social media. Respond to customer replies on your posts, re-share user-generated content, and always try to send a timely message back to your customers.

It’s important to ensure that you’re taking this experience offline, too. Your online presence reflects your real world connections online. It’s an excellent idea to ensure that you have a sound basis for this reason.

Get your staff involved, too! Whether you work with our team to develop a social media strategy or go it on your own, let them know the standards and expectations that you have surrounding your social media. A quick guide of best practices can go a long way. Round up a one-sheet that details your ideal post lengths for each website you’re using, pinpoint an ideal tone, and identify any themes (hashtags, profile photos, ongoing campaigns, etc.) you wish to see throughout all your social media sites.

Social media is vital if you want to have a flourishing business. This aspect of your company not only maintains customer relationships, it also helps them grow throughout time. Finding your path on social media is what’s going to make all the difference in your company. When you give this social media the right time, care, and attention, you’ll see the positive impact on your business in no time. 

Want help with your social media strategy? Contact iMarket Solutions today. We are Dedicated to Contractor Success!

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Google & Facebook Grants Eligibility

Thursday, April 23rd, 2020

In March, Google and Facebook pledged millions in grants for small businesses impacted by COVID-19. Eligibility requirements and timelines were announced this week, so we’ve summarized the most important updates below.

Google Ads Grant

Eligibility Requirements:

  • Must have Google Ads account spend in 10 out of 12 months of 2019… AND
  • January and/or February 2020

Eligible customers receiving the grant will be issued 1 credit for future Google Ads spend. The ad credit amount will vary based on each customer’s past Google Ads spend, and will be applied directly in their Google Ads account. Google anticipates credits will be issued beginning in late May and will continue to roll out in phases.

Visit our YouTube channel for short, weekly updates on how COVID-19 is impacting paid search and other digital strategies.

Facebook Small Business Grant

Eligibility Requirements:

  • Have between 2 and 50 employees
  • Have been in business for over a year
  • Have experienced challenges from COVID-19
  • Be in or near a location where Facebook operates

To find out if your area is eligible, visit the Small Business Grant website and navigate to the “See Eligible Areas and Apply” section. Or watch a quick video on how to check eligibility for Facebook grants.

If you’re an iMarket client, contact your Marketing Coordinator with any questions regarding the grant eligibility. If you’re not a client, contact us today to learn how we can help you navigate the changing digital strategies impacting contractors.

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What You Need to Know about Google Ads and COVID-19

Friday, March 27th, 2020

Summary of Google Changes

In an effort to curb the spread of misinformation, Google is suppressing ads across multiple platforms such as Google Ads and YouTube, that contain any term relating to COVID-19 or coronavirus, regardless of whether they are “approved” in the interface. This applies to keywords, ad copy, and creative. Further details can be found below. 

What Does This Mean? 

It means that even if you put keywords or ads targeted for the COVID-19 pandemic, you would see zero search volume on those pieces because Google is actively blocking them.

Why Is Google Doing This? 

Google is working to protect users from being capitalized on by companies trying to cash in on the virus, and to also ensure that information provided related to the virus is accurate and timely to help searchers in the best way possible. You can read more here about Google’s efforts to protect users.

Are We Using Those Terms in Our Ads? 

iMarket’s paid search team has reviewed all client ad copy to ensure there are no references to coronavirus or COVID-19 related keywords that would impact the visibility of your ads. 

We have been adding sitelink extensions to some ads that direct your customers to your blog post(s) regarding your business operations and safety precautions to help educate and reassure your customers during uncertain times. 

What Does This Mean for Other Digital Mediums?

Local Service Ads by Google 

The Local Service Ads by Google (LSAG) platform does not allow contractors to add language related to COVID-19. The biggest impact COVID-19 is having on LSAG is actual strategy adjustments where a contractor may change their business strategy, for example, to focus less on maintenance and instead focus primarily on replacement/installation. 

YouTube

Google is actively working on removing any content that spreads false information about COVID-19 or makes claims about preventing the virus instead of seeking medical treatment. If you are creating content about Indoor Air Quality, use caution about what you claim these solutions can actually do to mitigate the transmission of the virus. 

Facebook

Facebook has updated its advertising policy to protect users from individuals and companies trying to exploit the pandemic for financial gain. This means Facebook is prohibiting ads for products that refer to the coronavirus and COVID-19 in ways intended to create a panic or imply that their products guarantee a cure or prevent people from contracting it. For example, ads for face masks that imply they are the only ones still available, or claim that they are guaranteed to prevent the virus from spreading will not be allowed to run on Facebook, Instagram, or Facebook Display network.

Google Pledges Google Ads Credits

Google announced March 27 that they are pledging $340 million in Google Ads credits for small and medium-sized businesses in an effort to support businesses impacted by the COVID-19 pandemic. Details have not yet been shared regarding how much a typical business will receive or how far the credits will stretch, but they will be notifying eligible advertisers about available credits in the coming months. You can read ongoing updates from Google here

We Will Keep You Informed

The team at iMarket is evaluating other platforms and digital marketing mediums, and will continue to provide updates and adapt strategies as other changes come to light. Please contact your Marketing Coordinator with any questions, or contact us at 800-727-3920 to learn how iMarket can support your business. 

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How Can You Attract More Website Traffic?

Wednesday, November 20th, 2019

Your website is the core of a successful digital marketing strategy. After all, 95% of customers find businesses online through their websites. But having a website with an attractive design, eye-catching calls-to-action, and friendly navigation doesn’t mean prospects will actually see it. A website that potential customers can’t find may as well not exist at all. Driving traffic to a website is what makes a digital strategy work.

Finding methods to pull more traffic to a contractor website is a core part of how iMarket Solutions helps our customers succeed in a competitive marketplace. Just as a strong digital presence through a website is essential for digital marketing success, so is a well-considered strategy created to channel traffic to the site.

You have a great website—What marketing tools will drive more traffic toward it and toward your business?

Top Marketing Tools for Stampeding Customers to Your Website

There are an immense number of digital marketing tools available to send potential customers to your contractor website. Here are a few we consider essentials:

Search Engine Optimization: SEO is still the number one tool to make your website visible to search engines and people searching for your services. A website optimized to garner traffic needs relevant keywords and phrases that search engines can easily locate and interpret. The landscape of SEO continually shifts, so any strategy to attract customers to a website must evolve to stay current with the algorithms and guidelines of the major search engines.

Social Media: Mid-sized businesses require social media to send people to their sites. Social media may seem like an impossible maze to navigate, but all these platforms have the same basic use: to develop “word-of-mouth” campaigns with a wide range. Your customers are already “hanging out” on social media, where you can approach them with a casual pitch rather than an aggressive hard-sell. A strong social media presence not only increases website traffic, it achieves other goals like building trust with customers and increasing the chance of conversions.

Search Engine Marketing: Search Engine Marketing (SEM) means using pay-per-click ads on search engines to attract traffic to your site when customers are looking for relevant services. You pay a variable amount to the search engine based on how useful customers find the ads. The better your SEM strategy, the more traffic your site receives and the less you pay for the pay-per-click ads.

Responsive Website: When we call a website “responsive,” it means the site responds to a visitor’s screen size and orientation, then alters the layout for the best visitor experience. Your potential customers use a plethora of devices to access your website. From screens as large as smart TVs to smaller smartphone screens, a successful website must adapt to whatever device a visitor uses. Don’t let customers slip away because they can’t easily navigate your site on their device of choice.

Managing Tools Into an Effective Strategy

This isn’t a comprehensive list of methods to increase website traffic. No list can be comprehensive, because digital marketing technology sprints toward the future with the speed of a cheetah. You don’t have to worry about exhausting yourself chasing that cheetah—with iMarket Solutions, you have the perfect ally to keep pace with both current and future tools. We specialize in creating success for HVAC, plumbing, and electrical contractors, so we understand how to design a strategy to drive relevant traffic to your website. We use cutting-edge technology to see that your contractor website is not only visible to prospects, but engages them, creates trust, and drives them to contact you.

For the help you need to grow your business and website traffic with an exceptional digital marketing strategy, contact a member of our team. We have the experience, knowledge, and tools to make your contractor business a success by increasing website traffic. For more than a decade, our team has sailed atop the churning sea of digital marketing, making the sailing smooth for contractors like you.

iMarket Solutions is a leader in digital marketing solutions to help contractors thrive. Contact us today to assess how you can boost traffic to your website and boost conversions.  

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Why Should Contractors Utilize Digital Marketing?

Wednesday, September 25th, 2019

When it comes to getting your name out there and converting local homeowners into loyal customers, there are many marketing methods that can help you along. Creating the right overall marketing strategy is an essential part in helping your contracting business grow. These days, this means creating a solid digital marketing strategy.

Digital marketing is, in the simplest terms, the marketing of your products and services using digital technologies, both on the internet and other forms of digital media. In the last few decades, digital marketing has drastically changed the way brands and businesses utilize technology in their marketing efforts.

At iMarket Solutions, we are dedicated to contractor success. This means we believe in helping contractors form a reputable digital footprint in today’s online and mobile environment. This isn’t optional anymore—it’s what your contracting business needs to separate itself from your competitors. What exactly does this look like?

The Benefits of Digital Marketing for Contractors

Today’s consumers are increasingly becoming more mobile and web-based than ever before. Sure, marketing efforts such as advertising products and services through direct mail, or from a booth at a home or trade show is still valuable. But, to truly reach homeowners and even business owners where they’re at, you need to be visible online. There are a number of benefits to this, including:

Brand Development: A beautifully designed website, reputable social media presence, and solid online reviews are just a few of the ways you can garner attention for your contracting business. Building a brand from the ground up, or even entering a new vertical, can be overwhelming. But with the right support, you can quickly gain leads and conversions.

Lead Generation: If you want to enable your business to create enormous traffic and subsequent sales and conversion, the best way to do so is with digital marketing. Digital agencies can bring in leads through content marketing, email and social media marketing, optimized web forms, A/B testing, and more.

Low Cost, High ROI: Marketing and advertising your brand is one of the biggest financial burdens you’ll never need to take on. But marketing through digital platforms provides you with an affordable alternative to traditional marketing such as cold calling or advertising in magazines and direct mail. The best part is, digital marketing offers a substantial return on investment.

Reputation: The idea behind a careful digital marketing strategy is to gain the attention of potential customers and current customers long enough to build a credible reputation that keeps them coming back. Online reviews, social media presence, and how your company communicates using these digital mediums can help build and maintain a great company reputation in the communities you serve.

Our Comprehensive Products

Not all digital marketing products are right for each and every contractor. It’s important that you work with a qualified team with a specialty in marketing for contractors to determine the best strategy for your specific needs as a contracting business. Contact a member of our team today to learn more about any of the following services we provide!

  • Website Design
  • Digital Brand Management with SEO
  • Review Generation & Management
  • Email Marketing
  • Social Media Management
  • Search Engine Marketing
  • Local Services by Google Support
  • Remarketing
  • Live Chat

“How Can I Get Started?”

Digital marketing can seem overwhelming to a contractor who’s never had a solid online presence. Fortunately, that’s what iMarket Solutions is here for. Getting started with digital marketing means first creating a well-designed website with great, unique content and a strong town-by-town strategy for your service areas—and ensuring that the whole site provides a positive user experience.

Or rather, it means contacting a digital agency with the purpose of delivering HVAC, plumbing, and electrical contracting businesses with the best solutions for their digital marketing strategy to design that website. And your company’s website is just the beginning!

iMarket Co-Owner and Co-Founder Gary Elekes has found that the contractors with the most successful digital strategies have followed this model for getting started in digital marketing:

  • Have your provider publish blog posts at least 1-2 times each month.
  • Encourage and drive customer reviews as much as you can to all review engines—not just Google.
  • Get busy with collecting emails, and launch a solid email campaign strategy that targets existing customers.
  • Tie in your social media accounts with a strategy for community and cause marketing, using Facebook ads, Facebook posts, Instagram posts, and Retargeting.
  • Check to see if Local Services by Google is available in your area, and if it is, don’t wait! Sign up, get vetted, and tie in your ads to your customer reviews.
  • Invest in a paid search model through Google paid ads.

Gary Elekes Co–Founded iMarket Solutions in 2010 with Andrew Allen. Gary is also the Founder and CEO of EPC Equity, a private equity group established to acquire, operate, and grow businesses in the home services trade. Additionally, Gary serves as President of EPC, Inc., EPC Training, Inc., two companies he has sold to EGIA and operates them for EGIA.  He still maintains and operates EPC Consulting independently, and has also been an active contractor since 2002, currently owning and operating HVAC and Plumbing companies in Arizona.

To learn more about how to get started, simply reach out to our team. We’ve been working with contractors for years, and we understand the unique needs you face when getting your name out and attracting leads.

iMarket Solutions is your resource for leading digital solutions. Please allow us to assess your current digital strategy and see where your lead opportunities are. Contact us today!

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Recognizing the Value of Facebook for Contractors

Monday, August 19th, 2019

“Clicking”, “Liking”, and “Sharing” are all part of what enables Facebook to bring people closer together. But did you also know that you can better market your business with Facebook?

Social media marketing offers businesses the opportunity to go where consumers are already “hanging out”. Through Facebook, you can speak directly to your customers in a low-key, low-pressure way, actively engaging them through your posts while emphasizing your company values. Using Facebook as a marketing platform is a great way to keep your customers informed, develop your brand identity, and broaden your reach with new prospects.           

Setting Up Your Facebook Business Page

When you create a Facebook Business Page, you’ll be able to share and post all sorts of things, such as videos, promotions your company is offering, upcoming events, information about specific brands and products, and information about your services. (And of course, some funny memes!)

Homeowners are always looking for great contractors in their area, and by setting up a Facebook Business Page, they’ll be able to find you much easier. In fact, by setting up and monitoring your page, your customers can actually provide recommendations to their friends through Facebook’s tagging / recommendation feature. 

Implementing Ads

Once your content is compelling enough to engage with your customers, consider advancing your strategy to the next level through Facebook advertising. Of course, advertisements are a great way to make consumers aware of a product or service, but they also have the ability to reach your audience based on your service area and common demographics. Once set up, Facebook will display your company’s advertisement across multiple platforms, such as Facebook, Instagram, Audience Network, and Facebook Messenger. 

In doing so, you’ll be able to market your promotions and compelling content to a wider audience directly in your service area. 

Using Facebook Insights

If you are a numbers person, then Facebook Insights is a great place to look at just how well your business is doing in the online community. With this great tool, you can look at things such as how many likes your business page has, the reach of your posts, the engagement on the page, and how well your posts are performing. It’s kind of like a mini version of getting a detailed SEO report from iMarket Solutions.

Facebook Can Drive More Traffic to Your Website

Through Social Advertising on Facebook, driving website traffic has never been easier. There are so many great ways that you can use Facebook to drive more traffic to your website. First off, you can use ads to direct people to your promotions pages. Additionally, you can post blogs from your site directly onto your Facebook page, with a link directing readers back to the site to read the blog. In fact, blogs are one of the best content sources to serve customers through social advertising to allow for a natural education to drive conversion. 

Consider Hiring a Social Media Expert

If you are truly looking to get the most out of your Facebook page, bring more traffic to your site, and engage with more prospects in your service area, then it is a good idea to consider hiring a social media expert to manage your accounts. Our social media team has a wealth of knowledge and a strategy that works within the home services industry to build a community around your brand. That way, you can focus on all things HVAC, plumbing, and electric while the experts handle the rest.

To learn more about how Facebook can help you, contact iMarket Solutions today. Dedicated to Contractor Success.

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How to Maintain a Quality Social Media Presence

Monday, June 10th, 2019

Social media is an invaluable tool for your business. If you’re a business owner struggling to use social media to its fullest extent, you’re not alone. The term “social media” encapsulates a wide variety of topics—sometimes it’s hard to know where to start. We’re here to help you reach your greatest potential. Social media marketing for contractors doesn’t have to be intimidating.

The Three Tenants of Quality Social Media Presence

If you only walk away from this blog post with one piece of knowledge make sure it’s these three keys to a great social media presence:

  1.      Driving Business Growth
  2.      Creating Genuine Brand Awareness
  3.      Attracting Quality Candidates

Get SMART

If you read everything above and thought, “How can I do this?”

First and foremost, it’s important to create SMART goals. SMART stands for:

Specific

Measurable

Attainable

Relevant

Time-Based

You never want to create a vague goal. Let’s say, for example, that you’re looking to gain more followers. We’ve illustrated the difference between an average goal and a SMART goal below:

  1.      I want to gain followers.
  2.      I want to gain 150 new followers on my Facebook account over the next three months.

Example A is imprecise while example B is SMART. Example B is specific to Facebook, uses “150” as the measurable amount, and has a time-based goal of three months. What makes something attainable or relevant is more personal to your business—gaining 10,000 followers in three months would probably be unattainable in most circumstances. For someone else, focusing on a Twitter account when their Facebook account is the one lacking could be irrelevant.

Understanding your specific business helps you make SMART goals.

Know Your Audience

Once you’ve established a definitive goal it’s time to outline how you’re going to achieve this goal. Do you know who you’re talking to? Answering this question with “customers” isn’t enough! Define your audience by their age, location, needs, challenges, and interests, hobbies, or behaviors.

Most HVAC companies are looking to target 25 to 65-year-old homeowners in their service areas. Their needs are typically different depending on the season (I.e. air conditioning repair in June versus a heater tune-up in December) or your top products and services. When it comes to interests, hobbies, and behaviors, it’s always good to find people who have an interest in home improvement or home repair.

Fine-Tune that Content!

Now you have an understanding of your audiences, they deserve content curated on a personal and authentic level.

First, determine how many posts and categories of content support your goal. How will you balance out the remaining posts to delight and entertain your audience?

The content you post should be captivating and concise. Here are a few ways that you can make the most of what you post.

  • Quality: Make sure your grammar, punctuation, and the overall flow of your posts is up to par. Clarity is key.
  • Structure: Format your posts so they’re easy on the eye by breaking up long paragraphs.
  • Frequency: There is a “sweet spot” when it comes to posting on social media. You don’t want to post too often and bombard your followers, but you also don’t want to post so little that people forget about you. Posting three to four times a week ensures that you’re on the minds of your followers without getting on their nerves.  
  • Linking/CTA: If you’re linking to a website or a contact us form, be sure to state a clear Call-To-Action, such as  “Schedule an appointment with our team today!” make sure that the link leads directly to the scheduling window rather than to the homepage of your website. If you’re adding a link to a social media post, make sure that it’s a shortened link so you can utilize your word count to the fullest extent.
  • Hashtags and Emojis: Hashtags are a great way to attract people to your page. Make sure the tags you’re using are relevant and site appropriate. The sweet spot for Facebook and Twitter is about 2-6 hashtags while Instagram is about 10-15. Additionally, emojis are a great way to add a playful tone and approachable feel to your posts.

Make the Most of Your Interactions

Don’t stop after you post! Make sure that you monitor your content too. Take about 15 minutes out of your day every day to look through your social media accounts and interact with your followers. Reply to comments, use the “reaction” features on Facebook, “like” posts from your followers, and answer questions or address concerns that have come your way. Do anything to keep the conversation going!

Your social media doesn’t always have to be strictly campaigning either. It’s also great to post about weather notifications, business announcements, equipment recalls, or even employee milestones. The more authentic you can be with your content, the more engagement will naturally rise.

Look Back Over Your Work

We’re taking it back to the grade school basics with this one—always check your work! Using analytics is the best way to get to know your social media. Your ongoing analytics help you track the overall health of your social media through metrics like interactions, likes, followers, and shares.

Your campaign focused metrics will vary from campaign to campaign and depend on the SMART goal you’ve set, but they’re also a great way to measure your success. Understanding your analytics is the best way to ensure that you are posting the right content to grow.

Leveraging Social Media for Omnichannel Marketing

So you’ve built a great social media presence… now, what are you doing with it? Sometimes reaching the right audience doesn’t always give you your desired response. Social media is a tool that can help you fine-tune your omnichannel marketing.

Wondering what omnichannel marketing is? You probably understand the practice but might not know the name. Omnichannel marketing is a method of marketing that focuses on delivering a consistent, personalized, experience for customers across all channels and divisions. The name of the game here is “streamlining”—we’re catering to the customer to generate better engagement.

The opposite of omnichannel marketing is multichannel marketing. Multichannel marketing means that every single channel is different from the others—they work in a vacuum with independent strategies and goals. While this might be easier on the business owner, it’s inferior to omnichannel marketing because it creates a confusing and impersonal customer experience.

Social media is a great tool to generate awareness and consideration for your brand to help drive leads for your business and continue the relationship with your loyal customers. A great social media presence falls in line with your preexisting omnichannel marketing practices. We’ll highlight services and products that are true to your brand and give you a confident and consistent voice.

You can rely on our tech-savvy team of Social Media Specialists here at iMarket Solutions to fine-tune your business. Contact our team today to learn more about the best social media practices.

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Upgrade Your Marketing: Digital Marketing Tips for Contractors

Thursday, March 28th, 2019

You have many options when it comes to developing a marketing plan for your contracting business. Creating the right strategy is a vital part to helping your business thrive. This includes traditional marketing methods as well as newer, digital marketing strategies.

We mentioned this briefly in our last blog post about selling in the shoulder season, though it applies year round—forming a reputable digital footprint in today’s online and mobile environment is not optional. It’s key to helping you build your brand, attract leads, and build customer relationships.

If It’s Not Digital, Is It Even Marketing?

There is of course still value in traditional marketing practices, such as sending direct mail pieces that advertise your products and services, promoting your business and services from a booth at a home show, or even setting up charity events in your local area. But there is no denying that today’s consumers are increasingly mobile and web-based. Therefore, it’s essential to have a solid digital marketing plan in place.

What does this look like? Here are just a few digital marketing tips for you to keep in mind:

  1. Create a Well-Designed Website: It’s not enough to simply have a website up—it must be well designed. This means creating a site that is visually appealing, allows site visitors and customers to figure out what you’re about right away, is user-friendly (customers can find what they’re looking for instantly), and properly optimized. Don’t forget that it has to be fast and responsive—this means it works on any online and mobile device.  
  2. Optimize Your Web Pages and Blog: Weak keywords are the worst enemy to a well-designed website and blog. Choosing the right keywords to attract your target demographic requires a long-term strategy that includes understanding your competition and knowing exactly what web visitors are searching for. Trusting an experienced marketing company to create your SEO (Search Engine Optimization) strategy will ensure that this is done correctly and that you avoid what’s known as “black hat” SEO practices—tactics that can get your website flagged by Google and other major search engines.
  3. Invest in Pay-Per-Click (PPC) Ads: Also called “paid advertising,” PPC ads are an essential component of any effective digital marketing plan, especially in highly-competitive markets. A PPC ad is what you see on the top and right sides of search engine results pages. They’re named as such because advertisers pay each time a web visitor conducting a search clicks on one of those ads.
  4. Have a Social Media and Email Marketing Plan in Place: There’s a lot still to be said for “word-of-mouth” advertising. Social media has taken this form of marketing and amplified it. Businesses can now easily reach customers where they’re at, not necessarily to make a sale, but to engage directly with potential consumers in order to build a relationship. Email marketing is another way to effectively get the word out about your business to leads and members of your community. From eNewsletters to promotional announcements, email allows you to get your business top of mind when the recipient needs a home services contractor down the road.

Not all products are right for each and every contractor. You’ll want to work closely with a qualified professional who specializes in marketing for contractors to help determine the right mix of products for your particular contracting business. When you work with our team, you don’t have to worry about your knowledge of the digital marketing space—that’s what we are here for!

iMarket Solutions is your resource for the leading digital solutions, and other great marketing tips. We would love the opportunity to assess your current digital campaign and see where your lead opportunities are. Contact us today!

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4 Lessons From Rand Fishkin At Content Marketing Retreat

Wednesday, May 28th, 2014
Pamela Muldoon, iMarket Solutions & Rand Fishkin, MOZ

Pamela Muldoon, iMarket Solutions & Rand Fishkin, MOZ

Recently I attended the Content Marketing Retreat on Whidbey Island in Langley, WA. This is the fourth consecutive year for this retreat, sponsored by the Langley Center for New Media and FusionSpark Media, both located on the island. This year’s theme was “Best Practices for Measuring Content Marketing ROI,” and the list of presenters took on such topics as SEO, tracking the right metrics, converting rich media to leads and measuring word-of-mouth marketing.

iMarket Solutions proudly partners with MOZ to track the various SEO tactics for our clients. The opportunity to see co-founder Rand Fishkin present his keynote was a pleasure and a learning experience all in one. Rand’s presentation “Why Your Content Marketing Will Fail” offered up some wise reflections on how online marketing has evolved, and provided some excellent tips on helping your business get the most from its digital space.

Content Marketing Is Not A Straight Line

When we design content for the web, we often treat it as a step-by-step process that our consumers will take to locate us, click on our offer and subsequently buy our goods or services. Anyone who has ever searched the web knows that this is not the case at all. We battle against baby photos and cat videos on social channels, Facebook posts from friends, and the latest celebrity meltdowns screaming across the news sites. Consumers have a low attention span – especially on the web – and they rarely need us when they see us. It’s when they need us to solve a problem that we want them to remember us.

Rand Fishkin Preso Tweet - P Muldoon

Content Without Community Will Not Work

Content spreads because it inspires a community. Great content can reinforce an already set belief in the person exposed to it. It often refutes an opposing argument which can bring about heated, passionate conversations. Content that is in someone’s financial or promotional interest will also gain momentum. If it makes the person sharing it look smarter, feel more important and perhaps come across as a bit more worldly, it can gain some ground. Content does not necessarily need to be mind-blowing. It simply needs to build a community with a connection to the message.

Rand Fishkin Preso Tweet - Brian Vellmure

SEO Is Content’s Most Powerful Channel

According to Statisticbrain, over 6 billion searches take place on Google every day. While search traffic is distributed via keywords, social allows for a more highly concentrated effort. Of all the social networks, Facebook continues to be the biggest driver of social traffic to websites. (SimpleReach) When done right, content marketing becomes the rising tide that lifts the SEO ships. Without it, it becomes incredibly hard to earn the types of links that will provide domain authority and rankings in search engines.

Rand Fishkin Preso Tweet - M Heinz #2

Do Not Give Up Too Soon With Your Content

A solid content marketing strategy allows the process to gain momentum over time and permit the analytics to deduct subsequent steps, changes or modifications. Too often we stop too soon. Content marketing is truly a marathon, not a sprint, and failure only occurs if you do not learn from the experience. Keep pushing on, trying new ideas and being patient and persistent. We often quit just before the momentum can take hold, and a steady effort can make a world of difference.

Rand Fishkin Preso Tweet - What Now Exactly

Don’t let your content marketing efforts fail. Take to heart the lessons shared by Rand Fishkin and you, too, will find more success in your digital marketing efforts.

And if you’re looking to add a unique marketing conference to your list in 2015, consider attending the next Content Marketing Retreat in May. With top-notch presentations in a beautiful location featuring an intimate theatre setting, next year’s conference should be well worth the price of admission.

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