Todd Bairstow Discusses How Reviews and Search Engine Rankings Have More Impact Than Social Media in Walls & Ceilings Magazine

You’ve heard all of the hype. Everyone’s on Facebook and Pinterest and Instagram. There’s Tweeting going on everywhere, but not a bird in the sky. And something called Snapchat where messages disappear...but you might be able to advertise there?

The sound and fury over social media can be overwhelming. Consultants, agencies and marketing types of all stripes are asking for you to spend your dollars on this exciting and overwhelmingly...

Continue Reading

What’s Next for Angie’s List?

Posted in:

We now live in a world in which curiosity is limited only by how fast you can type. That leaves homeowners with little patience for restricted access to the information they want.

Faced with this trend, Angie's List - a Web site known by homeowners and home improvement companies alike - changed its sales model. Ratings and reviews of verified contractors are now free for homeowners to browse.

Prior, Angie's List relied on a...

Continue Reading

What is the Reality of Social Media? Todd Bairstow Addresses This Topic in Window and Door Magazine.

We all know that social media is massively popular, but is it the best marketing option for your business?

For many years, getting likes and shares and adding friends or followers to your company’s social media pages was a common tactic. But getting homeowners to connect with contractors online is much harder than most can imagine. Keyword Connects’ Todd Bairstow discusses this topic in an article for Window and Door magazine.

To read his...

Continue Reading

National Brands & Local Dealers: Making Online Work

Posted in:

A recent article in Street Fight magazine highlighted why many big, national brands don't view digital as important to local marketing efforts as traditional marketing channels.

Street Fight surveyed 200 decision makers at national brands across a variety of industries. The magazine found that while national brands are growing their digital budgets, they don't rate many digital technologies among their Top 5 tools for local marketing. In fact,...

Continue Reading

Todd Bairstow Discusses How to Manage Online Reviews in Roofing Contractor Magazine

Like it or not, online reviews are here to stay. Today, everybody carries a real-time, "online review machine" (a.k.a., a cell phone) in their pocket.

With just a few clicks, each of us has the power to affect the way a company is perceived by homeowners. Scary? You bet it is. The good news is that turning online reviews to your advantage can have a tremendously positive impact on your ability to drive visits, leads and sales to your business....

Continue Reading

Online Marketing Services: Everybody is Selling Them. Should You Be Buying?

Posted in:

Seems like everyone with a pulse is selling online marketing services to home improvement companies these days:
“You’ve sold Yellow Pages ads? You can sell online services!”
“You sold coupon programs? Now you’re an expert in automated search engine optimization!”
“Can you fog a mirror? You can sell social media marketing campaigns!”
Salespeople for newspapers, radio stations, TV stations – you name it – now pitch online...

Continue Reading

Google Is Making You Go Mobile

Posted in:

A year ago, after tracking users' shift from searching on their desktops to searching on their mobile devices, Google dropped a bomb. Dubbed "MobileGeddon", Google essentially issued an ultimatum to Web site operators. Your Web site better be mobile-friendly, or Google will penalize it in its search rankings.

That was a year ago. And despite risking declining search rankings - lower quality scores, higher bounce rates and reduced conversions -...

Continue Reading

Google Rocks Your World (Again)

Posted in:

Attention: Paid Search Advertisers! Google is messing with your world again.

They've done this before. But this time it's a shift that favors paid search advertisers.

As I've said before, mobile has become a dominant force in Google advertising.  In fact, mobile now drives over half of all searches.  With more consumers focused on mobile screens, Google's paid search advertising needs to accommodate these new buying and browsing habits....

Continue Reading

Using Third Party Services to Drive Your Own Home Improvement Leads

Posted in:

"Pay yourself first."

That's a common financial cliché when running a business. Yet when managing their own Web sites, few home improvement companies heed that advice. Instead, they spend time and effort to populate third party Web sites with their content.

You've heard of platforms like Porch.com, Houzz and Angie's List. Each court contractors as advertisers to sign up and post content about themselves - so that homeowners will in...

Continue Reading

Online Conversion Rates – Why Do Online Conversion Rates Change for Home Improvement Companies?

Posted in:

"Our web site generated a ton of leads last month. Why has volume fallen off so suddenly?"
"We had loads of leads from our online campaigns during Q2 last year.  We're way off this year.  What's going on?"
I hear questions like this from the home improvement companies all the time.  But online marketing is like all marketing - your results change - independently from your efforts, and because of factors largely outside of your control....

Continue Reading