Everyone makes mistakes, but knowing what to avoid with your marketing efforts will lead to better marketing results and more sales for your window business. Learn from others’ mistakes, and keep these words of advice in mind while planning your next marketing campaign. Read on to learn more about digital marketing mistakes window professionals should avoid.
1. Ignoring negative online reviews
Online word-of-mouth is incredibly important today when most customers read online reviews before choosing a window professional to replace their windows. Receiving a negative review can be scary, but the best thing you can do is to not ignore the bad review.
When you receive a negative review, keep your cool, and respond with a comment. Take responsibility for the customer’s complaints, ask them to contact you via phone or email, and apologize. Make an effort to make the situation right, and potential customers reading the review will see that you take customer service seriously. The writer of the review might even edit their review if they’re satisfied with your follow up to their problem.
2. Low activity on social media
As you may know from your personal shopping experiences, many customers today use social media to research companies and products. They like to get to know a business online before working with them. Your future customers may even skim your Facebook or Instagram before visiting your website. They’ll be looking for online reviews, content like photos of the windows you carry, photos of your past window installations, your contact information, hours, etc.
Engage with your audience on social media through comments, likes, and sharing people’s content. Being active on social media is essential to creating an online presence. Important social media platforms for window professionals today include YouTube, Facebook, Instagram, Houzz, and Pinterest.
3. Not optimizing your mobile website
It’s no longer an option these days to neglect the mobile version of your website. People are showing on their mobile devices and on their smart phones more often than they are shopping on their desktop or laptop computers. Make sure that potential customers will have positive experiences while browsing window options on your mobile website.
Not only will optimizing your mobile website increase conversions, but it also will improve your SEO. To improve SEO, your mobile website has to have a fast loading speed and a friendly interface. Visitors should be able to find your information, like phone number, quickly and easily. Your product pages featuring your windows and your blog should also be easy to read and scroll through on mobile.
4. Not researching the competition
It’s easy to get caught up in your own digital marketing activities and ignore your competition. Don’t fall into that pattern, because your competition’s marketing activities can tell you a lot about what to do and what not to do on your own website and social media.
Check out the competition and look for these types of activities:
- Where are their customers writing reviews on their windows and services?
- What keywords are they targeting on their website and in their blog posts? Look for titles, subheadings, and long tail keywords.
- Which social media websites are they regularly posting on and how frequently do they post?
- What types of videos are they posting on their website and YouTube?
- What forms of downloadable content do they offer website visitors (ex. Ebooks, product brochures, infographics, etc.)?
- Do they host events for their local customers and communities?
- Where do their local SEO citations appear? Can you get your business listed on the same sites? (A local SEO citation lists a business’ name, phone number, and other details).
Checking out what the competition is up to will give you ideas for topics for your blogs and videos, how to engage with your audience, and which keywords to target. Expand to businesses outside of window professionals like experts in home improvement and construction. They’re likely marketing themselves to audiences that are similar to your target market.
5. Not following up with customers
Taking the time to nurture a good relationship with your customers goes a long way. Providing a positive experience will get you more repeat business, positive word-of-mouth about your window offerings, and online reviews.
For example, send your customers a thank you after selling them windows or after installing windows at their homes. A simple call, sending an email, or mailing a postcard takes minimal effort and can make all the difference. Thank them for choosing to you to work on their home and ask them to know if they need any customer support or have any questions.
6. Not publishing a blog
Most businesses these days are regularly publishing a blog. You may think that it takes too much effort to consistently write and publish it. But the reality is that you a blog is critical for improving SEO and for providing useful information to potential customers researching window options online.
To engage online readers shopping for windows, post educational blog posts that answer common questions about windows. Post helpful blogs that are worth reading (ex. What are replacement windows, how to save energy with updated windows, interior and exterior window design, etc.). Showcase your previous window installations, interview past customers, and share the blog posts on your social media.
Google will index your blog pages and it will benefit your SEO. Updating your blog on a regular basis shows Google that your website is current. But just publishing a blog for the sake of SEO isn’t enough. Publish the best content you can and readers will see you as a windows expert. If your content is worth reading, then you’ll also see longer visit duration on your website. Blogs are also the perfect opportunity to target long tail keywords.
7. Not using a clear call-to-action
A call-to-action (CTA) is a signal to website visitors of where to click to get in touch with you or to get more information. CTAs prompt users to engage further with you and complete specific actions.
Examples of CTAs for window professionals include:
- “Learn more about window options”
- “Design your view”
- “Get our free ebook”
- “Need help? Talk to a window expert”
- “Contact us today [phone number]”
- “Get a quote”
- “Schedule a consultation”
CTAs should appear as an eye-catching button on your website. Make sure they are easy to find but that they still fit the overall design of your page. Place CTAs above the fold, so website visitors will be prompted to make contact with you without having to scroll down the page.
Avoid Digital Marketing Mistakes
Practice avoiding these digital marketing mistakes that all window professionals should avoid, and you’ll start to see a better return on your online marketing efforts.