If you want to grow your business it is imperative to become an authority in your field. In my industry that is best done through content marketing. By regularly making blog posts, engaging in social media and utilizing email marketing to spread the good word about your brand, product or industry. While there may be industries where this technique does not work as well, most businesses with a product or a service will find it to be a win, win scenario.
I have a roofing client who is ever diligent about his web presence. In late October we began focusing on the hazards of New England weather as it relates to the roofing industry. We made blog and social media posts on ice dam prevention and preparing gutters for winter weather. The excessive snowfall and recent publicity surrounding roof collapses has sent the news media, home and business owners to the internet in search of an expert on roof snowload and ice dams. Guess who came to the top of search engine results? The online marketing effort has paid off ten-fold. While my client has received more phone calls than they can handle and the hits on the website are so high that the server has crashed, we have attained our 15 minutes of fame and have succeeded in our mission to become the go-to authority in the roofing industry.