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Marketing

Intent and Awareness

You probably already know that search engine optimization and social media aren't optional in today's market. But do you know some of the most important considerations that go into home improvement marketing via these channels?  

How to Win at Marketing

Last week, I wrote about how Brian Elias has the whole marketing arena figured out in our remodeling space. I also laid out the six functions that businesses need to figure out in order to thrive, noting that almost nobody figures out the marketing side of the business.

Six Keys to a Thriving Business

I’ve met exactly one marketing genius in the remodeling industry since I began specializing in remodeling marketing in 2005. His name is Brian Elias, the charismatic owner of Hansons Windows in Detroit. He’s built an impressive business somewhere in the neighborhood of $70 million a year—not by…

Google My Business Page

Google My Business is a free online tool that is super easy to use and can help increase any business’s online marketing performance. Still, many companies have yet to claim their business profile on Google.

SEO Misnomers

Regular readers know I remain a strong proponent of doing everything possible to make your window and door website rank as highly as possible in organic (unpaid) local search results. While pay-per-click advertising and other internet marketing techniques have gained traction in recent years, local…

Legal Protection in the Age of Digital Ad Agencies

Many companies rely on the expertise of internet marketing agencies for ad development, placement and intellectual property right protection. But, as recent experience with Facebook and “tailored” content has illustrated, internet advertising can also present a Wild West for the digital frontier.…

Audit Your Website Content to Ensure It’s Working for You

I’ve written it many times before, but it bears repeating: you can’t take advantage of everything online marketing can do for you if you don’t have great content on your website. Content is foundational to attracting website traffic, converting visitors into leads as well as achieving top-quality…

Actions to Improve and Protect Your LinkedIn Profile

LinkedIn, the online professional networking tool, was a topic of two workshops I gave at the American Architectural Manufacturers Association 2017 National Fall Conference. Even if you’re not currently job-hunting, you should care about the state of your current LinkedIn profile. It’s always good…

Google Puts Mobile First

For some time now, Window & Door has covered how the mobile experience of a website is just as critical as that on a desktop computer. As mobile devices have increasingly become the main way potential customers search for products and services, it is imperative that a site's design and…

Video Introductions

Video is not a fad. It is no longer a “nice-to-have” addition to your business. Video is highly relevant now and it is the key to the future. Consider that, according to the Cisco Visual Networking Index: Forecast and Methodology, 2016–2021, “every second, a million minutes of video content will…