Google search bar

Google's Page Experience Update

Changes in the Google algorithm dictate the search process starting mid-June. They introduce the page experience update as part of their gradual update rollout. This parameter helps site owners and publishers improve customer experience.

The changes may affect your website's rankings in the Google search results.

Today, we look at the factors and tools that can help your search engine rankings. We'll also discuss some details regarding Google’s new update for websites and web pages. Read on and help your website get higher rankings:

A Look at Google’s Page Experience Update

Page experience will now affect the ranking of your website. It's how users interact with your web page. After that, the parameter measures the quality of their experience when navigating through your pages.

It also factors other existing Google signals that drive your website’s performance. These include mobile-friendliness, safe-browsing, the use of HTTPS, and so on.

In this case, page experience considers three key metrics. For instance, you look at the following:

Loading Speed

This factor refers to the web page’s loading speed. One key factor is how long it takes to load the page's main content.

Visual Stability

It's all about page content and how it remains stable during navigation. It means preventing any unexpected movement.

User Interactivity

This element determines how well the web page responds. It focuses on the way pages interact with every click or tap on any website element.

Optimizing Page Experience

Noting how page experience works, you can glean the elements to optimize and improve your website. It's where some digital marketing tips come to play, taking advantage of these concepts. For instance, consider these strategies for your Facebook page to adhere to the changes on the platform.

Run a Mobile-Friendly Test

Run your tests on your website to determine whether it works well on mobile devices. You can use the tool from Google to check this metric.

Check Your Core Web Vitals

Look for the areas that cover your core web vitals. You have a variety of tools to look at. These tools cover the FID, LCP, and CLS.

Make Your Website Secure and Safe to Browse

Always ensure that your website uses HTTPS. It puts your website on a secure connection. Also, check your website regularly and get rid of any malicious content such as malware.

Make Your Site Easy to Access

Prioritize making your content accessible to the user. There are situations where interstitial websites can hamper that accessibility.

Take Advantage of Google’s Page Experience

Using Google’s new metric, you can use it to improve your website’s visibility. Make sure to use these elements to boost and optimize your page experience.

To help you with your digital marketing, we have the skills and services available to help you. We can assist with SEO, social media, and much more. You can contact us today and we’re ready to help out.


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How to Grow Your Plumbing or HVAC Business With Multi-Media

Around 20% of HVAC businesses fail every year across America. 

If you want to start an HVAC or plumbing business, you need to know how to make it succeed. You need to know what to do in order to reach your target market and bring in leads. 

This is why HVAC marketing is so important. Having a digital marketing strategy can help HVAC and plumbing businesses step up their game, especially ever since 2020 occurred and businesses everywhere realized they needed an online marketing strategy. 

But what is the best online marketing strategy? What do HVAC businesses need to do in order to bring in more leads and drive in more revenue? 

Here's a detailed guide on home services marketing, particularly around heating and cooling, and which kind of marketing can help propel your HVAC businesses. 

Using Mass Media

If you want to grow your HVAC and plumbing business, you need to consider using mass media. You need to consider how mass media can help you reach your target market. 

There are a lot of forms of mass media to consider and you want to spend your money wisely before going all-out in one particular medium. 

Here's why social media, TV, and radio can help you reach your target market and build your HVAC business. 

Social Media Advertising

One of the best forms of HVAC advertising is social media. You can use social media in a lot of different forms to reach your target market. 

One of the best ways to use social media is with Facebook advertising. With millions of people on Facebook, it makes it one of the best ways to promote your product or your services. 

You can use Facebook advertising in multiple ways. For instance, you can do lead generation on Facebook and bring in hundreds of leads if you have an enticing lead magnet. 

You can also use Instagram advertising that has the same strategies as Facebook. You can use it for lead generation or you can use it for conversion campaigns. 

This is a great way to introduce your services and how they are valuable to your customers. 

You can also try social media advertising when it comes to Twitter, LinkedIn, Tik Tok, and other forms of social media. 

TV and Radio Advertising

If you want to extend your advertising beyond social media, you can also try TV and radio.

You can either pay for 30-second-commercial spots. It can also cost a lot more if you want to advertise during sports specials like the Super Bowl. 

If you want to advertise on the radio, it just depends on the size of the audience and the location of where you're at. 

However, the same principles apply when you advertise on TV and radio as it does with social media. 

You have to find your target market and figure out how to reach them. You have to understand their problems and see how you can help them. 

This may mean you have to try and see what kind of copy is the best for your audience. You have to see what advertisements perform the best in your market. 

Ultimately, there are a lot of ways to advertise in the mass media, but you have to figure out your budget and the best ways to reach your audience. You have to see what performs the best. 

You don't want to spend thousands of dollars on advertising and not realize what works. Find out what advertising platform is going to do the best for you and stick with it. 

The Benefits of HVAC Advertising

When you do find what mass media advertising platform works the best for your HVAC or plumbing business, you'll see how the benefits that come with it. 

One of the best benefits is that your business will be more profitable. You'll bring in more leads for your business, which can help drive in more customers. 

Another benefit to consider when you're advertising is you're seeing what your target market is interested in with a particular season. You're seeing if they need heating during the winter months or work on their AC during the summer months. 

This can help give you an idea of what you need to advertise during the year. You have an idea of what people are looking for during the year and how to build trust with them. 

Another benefit to consider with HVAC advertising is that you're extending your reach as a business. You're not just reaching people in your local area, you're reaching people throughout the United States. 

If you have the capacity and capability of working with people in a certain range, you can use mass media to help you reach those people in that range. 

You don't have to rely on foot traffic to get you the customers you want. You can advertise online or on TV to help reach people that may be 100 miles or farther away. 

Now You Know How to Step up Your HVAC Marketing Game

When it comes to creating an HVAC marketing strategy, it can be challenging. You may feel overwhelmed by all the choices you make in marketing. 

This guide gives your HVAC or plumbing strategy the confidence you need to make the best choice. You have an idea of what mass media advertising can do for you and how it can help bring in more revenue. 

If you have more questions about HVAC or plumbing marketing, you can contact us here


Save Time While Rapidly Increasing HVAC Leads With Marketing Automation

Leads are nine times as likely to convert when businesses follow up within five minutes. With marketing automation, you can help customers immediately and nurture leads. In fact, about 80% of marketers say marketing automation generates more leads and conversions.

What exactly is HVAC marketing automation, and how can it benefit your business? Keep reading to find out!

With this guide, you can learn everything you need to know about adding automation to your digital marketing strategy. Then, you can generate more HVAC leads than ever before. Nurturing those leads can help you boost sales and retain customers, too!

Not sure where to get started? Our HVAC marketing agency is here to help. Read on to learn more!

What is Marketing Automation?

Every day, your marketing team likely repeats the same tasks to generate fresh HVAC leads. For example, they might:

  • Send emails
  • Post on social media platforms
  • Respond to emails and social media comments
  • Generate data reports
  • Communicate with customers

Remember, quickly responding to your customers can help you generate more conversions. Unfortunately, these repetitive tasks can take a lot of time out of your day. Wasting time could cause you to waste money.

Meanwhile, you might miss a chance to find fresh HVAC leads.

With marketing automation, you can automate repetitive tasks to lighten your workload. Then, you can spend more time and effort on improving your business.

Automation can take a little stress out of your home services marketing strategy. You can acquire new HVAC leads and nurture existing ones. Your ROI could improve as a result.

At the same time, you're improving your productivity.

If you lack experience, you might not know how to use automation throughout your digital marketing strategy. As the best marketing agency for HVAC businesses, we can help. Implementing automation throughout your existing campaigns can make them more successful. 

Otherwise, you could miss out on a chance to grow your business!

The Benefits

What are the benefits of adding automation to your HVAC marketing strategy?

One of the biggest benefits is the value it can offer. Automation will save you valuable time. It can also help you minimize mistakes.

You won't have to waste time fixing those mistakes, either.

Instead, you can focus more time, attention, and energy competing with other HVAC businesses in the area.

Here are a few other ways automation can benefit your business and entire digital marketing strategy. 

1. Boost Your Productivity

Managing your marketing campaigns can take time out of your already busy schedule. That's time you could spend building your HVAC business or helping customers. Instead, you can work with a full-service marketing agency that understands automation.

We can set up, optimize, and automate your campaigns. That way, you'll have peace of mind knowing your campaigns are functioning effectively.

You won't have to worry about human error impacting your campaigns, either. Automation can reduce costly mistakes. Your marketing campaigns will become more effective, improving your ROI.

Meanwhile, your in-house team can spend more time and energy on complex tasks. 

As your HVAC marketing agency, we can spend more time developing creative mass media content as well. We can improve your digital marketing strategy by diversifying your campaigns. Then, we can expand your reach, helping you attract more HVAC leads.

Automation will help ensure a more productive workflow, keeping every member of your team productive and efficient.

2. Gather Helpful Insights

It's difficult to make informed decisions regarding your campaigns without data to work from. One of the great benefits of marketing automation is the data you can gather. This data can help our marketing agency make more informed decisions with your campaigns.

Making assumptions when adjusting your campaigns can cost potential leads and conversions. Instead, we use the data we gather to make informed decisions.

We can also use automation to A/B test landing pages, ads, and other elements of each campaign. A/B testing can help optimize your campaigns. We'll ensure you generate as many leads as possible, setting your business up for long-term growth.

3. Improve the Customer Experience

A complicated, confusing customer experience can scare off potential clients. Instead, you can use automation to create a seamless customer experience. Improving the customer experience can help you generate more HVAC leads.

Happy customers will want to come back for more, boosting your retention rate and ROI!

For example, we can add a chatbot function to your website. Consumers can ask questions and get immediate answers without waiting or calling. 

You can also make it easier for clients to schedule appointments online.

Adding this ease and convenience can improve your brand's reputation, too. 

4. Generate and Nurture More Leads

Without fresh HVAC leads, you could struggle to grow.

Automation can benefit your lead generation strategy. You can generate more leads, nurture those leads, and retain long-term customers.

You can use automation to unite your marketing and sales team, too.

In fact, automation increases sales productivity by 14.5%. It can decrease marketing overhead by 12.2% as well. With automation, you can save time and money while generating more leads!

5. Improve Your ROI

As you generate more leads and save time automating tasks, you can make money without overspending. Your business will grow faster than ever before!

Getting Automated

There are a few different ways you can start automation your HVAC marketing strategy.

For example, we can automate your emails to send based on specific consumer behaviors. A drip email campaign can also help you remain top-of-mind.

We can also automate your pay-per-click ads. Automation can expand your reach and help you focus on high-quality leads. Then, we'll review the data from your campaigns to make informed changes.

We can also automate your social media posts and campaigns.

Remember, you can add appointment scheduling and chatbots to your website as well. Automation will help you find multiple ways to generate HVAC leads online.

You can find more tips on HVAC automation here.

Marketing Automation: Generating More Leads for Your HVAC Company With Ease

Don't let repetitive tasks slow you down. Instead, keep these benefits of using marketing automation in mind. With help from your full-service marketing agency, you'll never fall behind again!

We can help improve your entire digital marketing strategy with automation.

Ready to get started? We can't wait to help.

Contact us to learn more about our digital marketing services today.


HVAC Marketing Ideas, Strategies and Tips For 2021

About 65% of businesses are struggling to generate leads and website traffic. Meanwhile, about 80% of the new leads you do gather never translate into sales. If you're solely focused on lead generation, you could miss out on customers. 

Instead, you need to nurture those leads with a strong HVAC marketing strategy.

With an effective digital marketing strategy, you can draw in new HVAC leads and communicate your value. Then, you can nurture those leads to retain long-term, repeat customers.

Not sure where to start? Here are the essential digital marketing strategy tips you need for success! 

With these tips, you can set your HVAC company up for long-term growth. Discover how our full-service marketing agency can help with these tips today!

1. Brand Development

Before you develop your digital marketing strategy, it's important to have a distinct brand. Your brand will set you apart in the industry. Otherwise, consumers might struggle to differentiate you from other HVAC businesses in the area.

The best marketing agency can help you develop a brand with your customers in mind. It's important to understand your target audience first. Pinpointing a niche can help you better personalize your HVAC marketing strategy.

Then, you can appeal to your target audience's distinct needs.

Our full-service marketing agency can start by completing audience research. We'll segment your broad audience into buyer personas based on:

  • Pain points
  • Services
  • Buying behaviors
  • Age
  • Location
  • Household income
  • Gender

Buyer personas will help us appeal to each distinct group.

Then, we'll use our research to develop your brand. It's important to maintain brand consistency across your entire digital marketing strategy. Brand consistency can generate brand awareness and recognition.

It takes about 6 impressions to generate brand awareness. Consistency and repetition are key. Consistency can increase revenues by 23%.

About 60% of consumers prefer to purchase from familiar brands, too.

Meanwhile, it only takes 10 seconds for someone to form an impression of your brand. Your brand includes your:

  • Voice
  • Tone
  • Personality
  • Color scheme
  • Font styles
  • Imagery styles
  • Logo

Choosing a signature color can boost brand recognition by 80%. Our full-service marketing agency can develop your brand to help you stand out.

2. Web Design and Development

Your website will market your HVAC company 24/7. An old, outdated website could impact your brand's reputation, though. In fact, design has a 75% influence on a website's credibility.

Websites that load slowly lead to a $2.6 billion loss in revenue annually, too.

Meanwhile, nearly 90% of consumers won't return to a website after a bad experience.

Our HVAC marketing agency can help. Our web design and development tools can help you improve the user experience (UX). A positive user experience will keep people on your site longer.

As they explore your content and recognize your value, you can increase the chance of gathering HVAC leads.

We can optimize your website for mobile devices, which can benefit the rest of your digital marketing strategy, too. Developing a lead generation strategy on your website can boost conversions and sales as well.

Remember, it's important to maintain brand consistency. We'll infuse your brand across your website to create cohesion across your entire strategy. 

3. Content Creation

Your new HVAC website will need fresh, engaging content as well.

Content can help demonstrate your experience and expertise. Then, you can develop brand trust and draw in fresh HVAC leads. In time, brand trust can become brand loyalty.

You can retain long-time customers, improve your retention rate, and boost your ROI as a result.

A lead magnet, such as an eBook, can help your lead generation strategy, too.

We'll help you create different forms of content, including:

  • Blog posts/articles
  • Press releases
  • eBooks
  • Videos
  • Polls
  • Quizzes
  • Lists
  • Infographics

Then, we'll optimize your content with target keywords to help you draw in fresh leads.

With mass media, you can use different tactics to draw in a larger audience of customers.

4. Search Engine Optimization

Search engine optimization (SEO) can help your website rank higher on search engines like Google. A higher ranking can position you ahead of competitors. It can also help:

  • Boost brand awareness and recognition
  • Establish your credibility
  • Position you as a thought leader in the industry
  • Build brand trust and loyalty
  • Generate website traffic
  • Boost leads and conversions

Even with the best marketing agency on your side, SEO can take time. It's important to get started right away. Otherwise, your competitors could generate those HVAC leads.

Meanwhile, your ranking will drop, which could impact your brand's online visibility. 

Instead, we can help you create a local SEO strategy to draw in more business!

5. PPC Marketing

Pay-per-click (PPC) marketing involves creating eye-catching digital ads for your brand. These ads can appear on search engines, social media platforms, and other websites. 

We can help you create eye-catching, branded digital ads. Trying to use PPC marketing on your own can become time-consuming and costly, though. Instead, we'll implement PPC as part of your entire digital marketing strategy.

You can generate fresh leads and boost brand awareness with powerful, engaging ads.

6. Social Media Marketing

Social media marketing can keep your customers engaged and informed. You can draw more people to your website to convert them into leads. As part of your home services marketing strategy, social media helps generate awareness.

It can also foster brand trust and help you remain top-of-mind.

Marketing automation can keep your social media campaigns running smoothly. You won't have to spend time posting manually anymore. Instead, you can spend that time helping your customers! 

7. Media Planning and Buying

Advertising is only effective if you reach the right consumers at the right time. We can build a plan to develop an effective media schedule for your business. Then, you can boost your online visibility and reach.

At the same time, we'll help you reduce costs, improving your ROI.

8. Marketing Automation

Marketing automation can benefit multiple components of your digital marketing strategy. For example, you can automate an email drip campaign. Specific emails will send to customers based on their online behaviors.

Marketing automation can help you accomplish your goals without blowing through your budget.

Give Your HVAC Business a Boost: 8 Essential HVAC Marketing Strategies

Don't fall behind the competition this year! Instead, use these eight essential HVAC marketing strategies for your business. With the best marketing agency around and a strong lead generation strategy, you can set yourself up for success.

Need help getting started? That's what we're here for.

Contact our full-service marketing agency today to start using our services today!


Recent Facebook Changes and What They Mean For Your Business

Facebook boasts more than 2.41 billion active users every month. Most HVAC business owners are already aware of the incredible potential for lead generation via Facebook. Via both social media marketing and Facebook Ads, home services businesses can reach an enormous pool of potential customers.

But what impact do the latest changes to Facebook's digital marketing have on small and medium business owners? And how can you best adapt to these changes to keep the maximum ROI for your HVAC marketing?

Keep reading for an essential update and why you'll be best placed putting your marketing campaign in the hands of an experienced agency like our team at Optic Marketing Group.

Facebook's Business Suite

One of the most exciting new developments to come from Facebook is the introduction of their Business Suite. This will make home services marketing much more straightforward for amateur marketers.

Thanks to the Business Suite, business owners can now view their Facebook and Instagram ads in one place. You also have the ability to post, view key insights, and receive messages all from the same dashboard. If you're just starting out with Facebook and Instagram ads, this will likely prove a great resource and time saver.

It's particularly useful for scheduling posts to Facebook and Instagram simultaneously. This gives HVAC companies a great opportunity when announcing offers and promotions.

However, for those businesses ready to take their marketing to the next level, you'll have to go beyond the Business Suite interface to get the most out of your marketing campaigns. 

Changes to Facebook's Algorithm

Another key change to note is the adjustments made to Facebook's algorithm. This refers to which Facebook ads appear for which Facebook users, the order they appear in, and more. Facebook regularly tweaks its algorithm. It's important to stay up to date with the changes that affect businesses and their potential reach.

Engagement

Now more than ever, Facebook is rewarding businesses that create engaging content. It's crucial for home services businesses to share posts that will gain not only likes, but reactions, comments, and shares. 

This extends to replying to your audience. The new Facebook algorithm prioritizes posts that a user has previously interacted with.

Scheduling

The most recent posts on Facebook are heavily favored. Once your post has been out for a few hours, it's going to drop down the newsfeed. So, it's crucial to strike while the iron is hot, and share posts when the largest portion of your audience is online.

Go Live

One of the biggest social media trends of 2020 was the increase in users going 'live'. While this can take some practice for businesses to master, it is prioritized by Facebook's algorithm. If your business is holding a virtual event, go live and reap the benefits!

Don't forget that an HVAC marketing agency can take the pressure off your business to stay up to date with the latest Facebook trends and changes.

Ad Limits per Page

One important change for businesses to be aware of is ad limits per page. This is relevant for all HVAC businesses, but particularly those with higher ad spends.

Small to medium-sized businesses (with an ad spend of 100k or less in the highest month of the last year) will be limited to 250 ads per page. Pages that spend more on Facebook Ads will be granted correspondingly more ads per page.

If you're concerned about how this change might affect your digital marketing strategy, our marketing team can help you out. Thanks to a range of techniques we can help your business reach its full potential. This includes dynamic ads, careful audience selection, and intelligent campaign organization.

Facebook's Take On Email Marketing

In an exciting development, Facebook is beginning to extend its social media marketing gamut. It has begun trialing an email marketing tool with a small number of businesses. The purpose of this tool is to help businesses communicate with their customers without leaving Facebook.

Theoretically, this could lead to some interesting breakthroughs in marketing automation. It's thought that it will be possible to compose marketing emails from within Facebook. Businesses will also be able to target lookalike audiences and track the email campaign's performance.

Considering the substantial ROI that email marketing provides, this development is well worth keeping an eye on.

Data Privacy Updates

A final Facebook change you should be aware of for your Facebook marketing relates to users' privacy. In line with an upcoming iOS release, users will be asked to opt-in to data collection, rather than this being the default setting.

For HVAC businesses, this might reduce their ability to run retargeting campaigns following someone visiting your website. Facebook has warned that some ad campaigns will take a hit due to this measure that gives users greater data privacy.

Some business owners might be concerned about how their campaigns will be negatively impacted by these updates. A member of our team can talk you through how to adjust your campaign strategy. 

Those Are the Top Facebook Digital Marketing Updates to Know About

We've now covered how the latest round of Facebook updates will affect your digital marketing strategy. The best way to keep up with the continual adjustments is to entrust your campaign to an expert agency. At Optic Marketing Group, we specialize in helping HVAC companies grow their business.

We're a full service marketing agency which means we can assist with your web design, SEO, PPC, social media, and more. For more information about how we can help your business thrive, contact us here.