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 a blog and social media posts on ice dam prevention and preparing gutters for winter weather as well as other useful tips, like using a roofing cart to transport tools and materials up onto the roof when a repair needs to be done. The excessive snowfall and recent publicity surrounding roof collapses have sent the news media, home, and business owners to the internet in search of an expert on roof snow load 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.