Keyword’s Founder, Todd Bairstow on the Value of Social Media in StreetFight Article

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Social media is all the rage and it feels like everyone, from individuals to businesses, is looking for your “Likes,” “Follows,” and “Shares.” These platforms are very appealing to small businesses, with more and more joining the latest and perceived “greatest” platforms every day. What small businesses fail to realize is, that even though these platforms provide inexpensive opportunities to advertise- and even make spending...

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Pigeon Update – Part 2: Does the Pigeon Update Impact Home Improvement Lead Generation?

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I recently talked about what the Pigeon update is and why it was implemented, so now let's look at what it means for home improvement lead generation. With Google placing more of an emphasis on local results, are you going to have an easier or a harder time getting leads?

First you need to determine how Pigeon impacted your search results. Some industries, like hospitality and food, experienced big bumps. Others, like real estate and...

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Millennial Generation Challenges: Generating Home Improvement Leads

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When you're generating leads these days, most are going to come from older, more established adults. Starting from their later thirties through their 60s and 70s, most leads today come from homeowners who didn't grow up using the internet. But in a few years, many of their millennial children will become home owners and start looking to improve those homes. What will that generation look like from a lead generation perspective?

The Internet...

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Can Online News Sites Generate Home Improvement Leads for You?

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One of the questions I'm asked repeatedly by home improvement companies is an interesting one. "Should I buy advertising on the web site of my local newspaper or TV station?"

I get this question so often because when my clients are making their offline media buys from local TV, radio or newspaper outlets, sales reps are constantly trying to sell them extra banner ad space, or "sweetening" the deal by throwing in free impressions on their web...

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Pigeon Update – Part 1: What is the Pigeon Update & Why Did Google Implement it?

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Anytime Google changes their search engine algorithm you need to be ready to adapt. And while many Google updates haven't affected most home improvement companies, Google's latest update, Pigeon, went live at the end of July... and it's had big consequences for lead generation in the home improvement industry.Unlike previous updates, Pigeon is intended to increase the amount and the quality of local results that searches produce. Generally,...

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Who’s Your Real Competition Online? National Players

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Unless you live in a town that defines Podunk, I know that you have at least a handful - if not dozens - of local competitors. And when it comes to local advertising - print, radio and other forms of old media - they might be your primary competitors.

But when it comes to online marketing, where more and more leads are being driven these days, Home Depot, Lowes and other national players are your biggest competition. They're the ones that are...

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Twitter Advertising is Failing

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Have you had trouble generating home improvement leads through Twitter? Don't worry - unless you made this list of Twitter marketing disasters, it's not just you. The fact of the matter is that Twitter simply isn't the ideal platform for advertising if your goal is to generate home improvement leads.

With that in mind, is it still worth it to tweet? Well, that depends on both your goals and your resources. Maintaining a topnotch...

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Does Chat Functionality Really Generate Leads On Web Sites?

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About five years ago, many home improvement companies rushed to embrace "chat technology" on their web sites. It was cool technology that supposedly engaged the visitor and encouraged visitors to chat online then turn into leads. A live person was on the other end of a chat box to answer questions that homeowners might have about the home improvement company's products. Sounds great.

But the broader question is "does chat technology generate...

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Why Do Ad Agencies Have Such a Hard Time Driving Leads?

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Hiring an ad agency to generate leads is a tempting prospect. Think of the creative genuises who will transform your business! Think of the prestige! So you pull the trigger, only to find that they fail to create tangible results. Maybe they make you a flashy commercial or give your website a slick redesign, but there's no actual increase in leads (and you definitely need more leads if you're going to pay an ad agency). What's the deal?...

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Email Open Rates: What Should They Be?

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Email campaigns can be a great way to generate home improvement leads, but people have to actually open your emails for you to get any benefit from them. Customers get flooded with countless emails everyday, and you've got to do a lot to stand out from the crowd.

Open rates vary from industry to industry. For home improvement, I'd argue that any rate below 15% is terrible, while 33% or higher is outstanding. 25% would be an excellent...

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