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School website design: Great websites are vital for education providers

Picture of Sabrina Martinez

Sabrina Martinez

Regularly redesigning your website is important for a successful online presence.

Why? Experts recommend a redesign every 2-3 years because things like products, staff, fashions, and best practices all change so rapidly in business and online.

We’re going to take you through the process we use, here at Beacon Media + Marketing. We have 20 years of experience in the marketing industry and a proven process for web design. Hopefully, when we’re done, you’ll feel confident trying it out for your private school.

Let’s get into our 5-step process for beautiful website design.

Step 1: Meet with your private school team

The very first thing you should do before you even start on the design, is to understand what you want to create. This includes what you want to say about your school, what your goals are, and how you want to present your private school.

We recommend gathering all the key people at your school into one room and asking yourselves questions so that you can understand what you want your website to achieve. We recommend looking at competitors’ websites to determine what aspects of their website you like, and what you don’t.

Here are some sample questions we ask our clients when looking for what they want to create:

  • What are the primary and secondary purposes of your website? What do you expect your website to accomplish?
  • What information do you want potential students to find quickly on your website? What are the most important things?
  • Of the website designs that you like the look and feel of, which features do you like most and why?

Step 2: Map-out your private school website design

Now that you have an idea of what you want your website to look like, and you have some concrete features you’ll need, you can create an outline.

At Beacon, we produce two documents for our clients which provide a guide for the website: a site map and a wireframe.

A site map is really simple. It is just a fancy name for a flowchart or bullet list of all the pages on your website and the order in which they link to one another.

The site map then provides the basis for the wireframe. The wireframe for your private school’s website is a set of images in which you show the elements you want on each page.

Despite the technical name, a wireframe is just a rough sketch of what you want your website to look like and where you want the elements to be.

Beautiful Website Design Can Boost Your Private School
Source: SmartDraw

A good wireframe includes the location of each image, header, content paragraph, buttons, or form field on each page. There are great tools available such as MockFlow which you can use to create your own professional looking wireframe.

Step 3: Write the content for your school’s new website

Once you’ve created your wireframe, and determined where you want your written content to go, now you need to start writing. We recommend three best practices for content writing, which will allow you to produce attention-grabbing and engaging content.

1. Keywords

The design of your website is important, but if no one actually sees it, it’s all wasted effort. So, how to make sure people see it?

The best way to be seen is to rank at the top of people’s search results on Google. This is because most search engine users use Google, and almost nobody ever looks at the second page.

Here at Beacon Media + Marketing, we’re experts on SEO optimization. We’re going to let you in on a secret: keywords. This is essential to helping all our clients to rank on Google.

Every time you search something online, search engines trawl the internet for matching keywords. Using the right keywords for private schools in your local area will help people find you. Importantly, you should also make sure you use keywords in your headings and sub-headings.

2. Headings

Writing your headings is also an important part of the content writing phase for your private school’s website. It’s common for people to skim over text and read only the headings, looking for content they’re interested in. Catchy headings are critical if you want people to slow down and read all the great content you’ve been publishing.

As you may have noticed in this blog (hey, we practice what we preach!), it’s really useful to put your keywords in the headings as well. This helps Google to identify what your webpages are about and helps your website to rank on Google.

3. Quality

Obviously, users will appreciate good content, but you may be surprised at how much Google likes quality content too. The reason for Google’s insistence on well-written content is that they want to remain the most popular search engine in the world, and they can do this by keeping up their reputation.

People will continue reading and pay attention to what you’re saying about your private school when your content is well written, and this helps your website to rank on Google. Google will reduce the ranking of pages with a high bounce rate, i.e. people who click on your website and quickly leave again.

As you can tell from reading this post, it’s effective to address the reader in the second person, as “you!” It’s also useful to put yourself in the reader’s shoes so you can write in a way that makes it clear why your private school will be a good fit for their child.

In marketing, we always say the best sell is to make it clear how your products add value to someone’s life. It is no different when you’re trying to recruit new students to your private school, show how you can provide a valuable education to prospective students.

We recommend that at the end of each web page, you include a “call-to-action.” This is a request for the user to take action on what they have just read, for example: “Call (123) 456-7890 now for a free inquiry!”

Step 4: Develop your private school website

The final step in designing a new website for your private school is development. This is the culmination of all your hard work, where the site map, wireframe, and content are all tied together.

The first step in developing your website is deciding which software to use to build it. At Beacon, we use WordPress for all of our education provider clients. WordPress has packages at multiple tiers that you can choose from, so you can purchase a cheap package when you start, and add functionality as necessary. (You can read why we recommend it here.)

You should choose a package that best fits your needs, taking into consideration your site map, wireframe, content, and the list of concrete features and specifications that you came up with during your initial meeting. WordPress has really intuitive software so you should easily be able to build your site once you’ve chosen your package and created your account.

When building your website, be sure to stick to your brand guidelines! A well-managed, and cohesive brand is vital for a good-looking website. You can learn more about branding here.

Step 5: Go live!

When you’ve finished developing your website, it’s time to set it live.

But first, you need to make sure you’re ready. We have a checklist we go through with all our private school clients, here are some examples from that list:

  • Page-by-page, go through the entire website clicking all links to make sure they send users to the correct locations.
  • If you have a contact form, submit a “test” entry to make sure it sends to the correct email address.
  • Enter the URL for your website in all the popular browsers including Chrome, Firefox, and Safari to make sure it looks good.
  • Visit your website on mobile to make sure it is properly mobile optimized.

With WordPress, you can point the domain name from your old website to your brand new one. At that point, your private school’s new website is ready for visitors!

Is your private school ready for a new website?

We hope that you’ve found this glimpse into our work helpful, but if you feel like you want to hire us to take care of the whole process for you, you can book a free consultation. Alternatively, you can read more of our blogs, in which we discuss all aspects of digital marketing, here.

Alaska business owner’s #1 marketing tip for the new norm (VIDEO)

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Sabrina Martinez

Jen Motyka has a unique perspective when it comes to running a business during a crisis. She has two of them, and she says they’ve responded very differently to the lockdown.

She owns Blitz Promotions, an event planning and business consulting service that aims to empower local businesses in Anchorage, Alaska. She’s been running it for about three and a half years and says the transition to an event-free world has been very challenging.

She’s also a founding stylist at Color Street, a beauty brand that specializes in colorful nail art, which she does from home. She says things with this business have been “really easy.”

The difference, she says, comes down to one simple thing.

Marketing 101: Solve problems

“Right now, finding really innovative ways to still connect with your customer base, obviously while following social distancing guidelines and being safe, is the key,” she says.

“My home-based business hasn’t had a glitch. If anything, it’s really taken off because it’s nail polish. A lot of people are having to grow-out their nails, they can’t go to the salon right now so they’ve been [looking for alternatives]. I think with any business, it’s about problem-solving. That’s Marketing 101. You want to provide a solution for your customers, so how are you going to do that?”

She already had a website in place, which means she’s able to continue operating without having to leave her home to do any deliveries or expose herself to any health risks.

Things with the event-planning business, on the other hand, have been “very difficult.”

The lack of physical events means Jen has been looking for ways to pivot and find new ways to connect with people. She says it’s amazing how creative the industry has been, from organizing virtual events to drive-ins, where everyone attends while staying in their cars, a safe distance from one another.

“We’re finding better ways to connect. A positive to come out of this, if we can find them – and I think it’s important that we do – is really nurturing those personal connections. We’re not sending mass texts anymore, it’s ‘How are you doing? How’s your family doing? How can I help you?’ It’s really reinforcing and nurturing those relationships.”

Looking for a way to help your business pivot? Have questions about digital marketing in a crisis? Simply need a sounding board for new ideas? Join our Facebook group.

Nurture connections with others

One of the most interesting things to come out of this period, Jen says, is the stories.

“Stories are such an authentic way to connect with other people and say, ‘Hey, it’s OK to be scared – I’m also scared. It’s OK to be overwhelmed – I’m also overwhelmed. Here’s how I’m helping, here’s what I can do, here’s something to make you feel a little bit better about where you’re at,’” she says.

“Connections keep us safe, keep us healthy, keep us occupied. I think those have been the key, for me, to help me keep moving forward because it’s really easy to just get complacent.”

It’s important to be patient with yourself, and allow yourself a little grace, while you’re figuring out the next step. She notes it’s equally important not to be afraid to ask for help.

“I suggest looking up YouTube Tutorials, reaching out to other businesses – if you have a friend you know does a lot of videos on Facebook, for example, you can ask them for help. Even now, when I see my face on the screen, I’m like “Oh!” even though I’ve done tons of videos. It doesn’t matter how many you do, there’s always that sort of stage fright – I don’t want to say the wrong thing or touch my face! It’s about having a little grace,” she says.

“Mistakes are going to happen and that’s OK. We’re all in this together. You’re not alone in not knowing or being scared.”

Allowing yourself some grace

It would be impossible to count the number of times we’ve heard the word “unprecedented” in recent weeks. None of us have experienced this before, so cut yourself some slack.

Jen says in her experience, the little things have made a big difference – no matter how silly they may seem. She laughs as she cites her conversation with us as an example, explaining she actually really enjoyed the chance to let out her “mom bun” and do her hair.

“Women are trying to figure out how to home school and run our businesses and cook three meals a day and it’s this long laundry list. Our personal self-care goes out the window, because we have all these other things to do. How do we find a little happiness? It might be superficial, but if you look good, you do feel good. Even today, I put on some mascara and I was like, ‘Oh yes, that’s right!’”

With this in mind, she’s currently working on a series called In Between Beauty, which she hopes to release in coming weeks. It will feature a range of different people giving home beauty tips to tide them over until they can resume supporting local business and return to their favorite salons.

“It will be tips to keep you going in that in-between time, because that’s what this really is. It’s an in-between time that we’re stuck in. People need to remember that. There was a time before coronavirus and there will be an after.”

For more stories about businesses finding ways to pivot, as well as crisis communication tips, digital marketing advice and a sounding board for ideas, join our Facebook group.

Sales expert’s advice for maintaining relationships during a crisis (VIDEO)

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Sabrina Martinez

It’s a tough time to be in business. We know it. You know it. Your customers know it.

Many sectors are going through a period of uncertainty as the latest public health advice requires them to fundamentally change the way they trade. Businesses all around the United States are scrambling to adapt and find new ways to secure their revenue streams.

With the right digital marketing strategy, however, it could be a real opportunity for growth.

The secret to success? Simply stop selling.

Tip 1: Shift your focus

“Wait a second,” we hear you thinking. “What did you just say? Aren’t you a digital marketing company? Isn’t the whole point of marketing to convert sales?”

Yes it is. You’re not wrong, but bear with us for a moment.

Ken Okonek is the Director of Sales and Marketing at Beacon Media + Marketing. He says current circumstances are perfect for building genuine and lasting connections within your local community. The trick is putting your sales initiatives on hold and shifting your focus to the people around you.

“We need to come from a place that is empathetic and grateful. We can’t just capitalize and try to get every dollar that we can, because that comes through in the wrong way,” he says.

“Right now, you should not be trying to sell anything. You should be branding your vision of where you want to be and what you want to do. Dollars will eventually come, but they will stem from a relationship. That’s what you want to have with your people, a long-term connected relationship.”

Anchorage businesswoman Lorie Hardin, who runs Birch Dispute Resolution, is one example. She provides certified divorce coaching, mediation and parenting services. In recent weeks, however, she has found herself leading a group of 3,300 sewers from all around Alaska who are donating a lot of time to stitching surgical-style masks to assist healthcare providers.

Looking for a way to help your business pivot? Have questions about digital marketing in a crisis? Simply need a sounding board for new ideas? Join our new Facebook group.

Tip 2: Stay relevant

Many businesses are facing tough times, there’s no doubt about it. However, Ken says shifting your focus from the short-term to the long-term can help you build the momentum to push through.

He says the key to long-term success from a digital marketing perspective is simply to make sure you’re relevant.

“This thing that we’re dealing with is a short-term time frame. The long-term is so much more important. Knowing how to speak to an audience, create content that has value, build your brand, build your awareness, building engagement within your community is so important right now.”

Businesses everywhere are keeping tabs on what their local communities need and springing into action to help. ServiceMaster of Alaska is one example. It’s a home restoration business that typically assists clients with things like water removal, fire damage, mold damage and odors.

Right now, however, a dedicated crew has stepped up to help local businesses disinfect their premises in a bid to keep their workers safe and slow the spread of the COVID-19 virus.

Tip 3: Get creative

There has never been a better time to think outside the box and start trying new things.

In some ways, the fact that it’s a tough time for businesses across the board presents a perfect opportunity to take some risks. Ken explains that revising your digital marketing strategy and reassessing your strengths and weaknesses now may help your business become more solid than ever.

“Right now, you have an opportunity to maybe diversity or spread out your [streams] of income. That way, when we do get into this new normal where we can all get outside and engage with people again, you might have a different revenue stream, or a couple of revenue streams, that you didn’t have before,” he explains.

“We have a unique opportunity right now because of the market to be able to pivot, to shift some perspective in the way we’re helping people in the marketplace. This could be a huge opportunity, not just for you to be able to get through these tough times – because believe me, we all understand that there is tough time we’re dealing with right now as a country.”

Tip 4: Help others

Once incredibly positive thing us that we’re all going through this together. We all have something in common and it’s in everyone’s best interests that our businesses survive.

Jennifer Christensen is a co-founder and the Vice President of Marketing at Beacon Media + Marketing. She says it’s critical that we help each other transition into the “new norm.”

“I talked to somebody recently who is working with their competitors for the first time because they recognize that hey, if we can all work together and help each other get through this, we’re all going to end up being better off at the end,” she explains.

“We want to help everybody rise up. If we can all be successful – well, successful right now means something different. It means helping people through it,” she explains.

Beacon Media + Marketing is a digital marketing agency with top-tier remote working capabilities and a passion for helping businesses grow. This is definitely one of those areas where you really have to walk the talk, which means we always take our own advice.

We’re offering three giveaways to help you adapt to working from home:

  1. FREE Chatbox installation. The first 10 businesses to respond will receive a chatbox installation on their website. A chatbox is the easiest way for customers to reach out to you with questions and concerns and it will make staying on top of enquiries a breeze.
  2. FREE Zoom training. Zoom is a video conferencing tool that will make it easy to touch base with your team and run staff meetings as normal. Not only does this make sure your business can run as normal, but regular contact can ensure everyone copes with the change.
  3. FREE Livestream training. Facebook livestreams are a great way to connect with your customers to keep them informed of what’s happening and make sure you’re still responding to their needs. Our videographer can answer all your questions.

Contact us at [email protected] and we’ll help you get started.

For more stories about businesses finding ways to pivot, as well as crisis communication tips, digital marketing advice and a sounding board for ideas, join our Facebook group.

Google Ads can help schools find new students. Here’s how.

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Sabrina Martinez

For a lot of people, advertising on Google seems like a no-brainer, but many people may wonder how effective it really is. In this blog, we’ll show you that Google Ads really are effective. It’s a very powerful tool to help your school reach new students.

If you don’t already believe that Google advertising is can help, consider this: Google users account for 77% of all search engine usage. That’s more than 1 billion people!

It’s also important to remember that most people will never look at the second page of their Google results. Many won’t even scroll to the bottom of the first page. This is why Google Ads are so effective, it puts your business right in people’s eye-line at the top of their search results.

How should private schools set up Google Ads?

Google Ads come in two types: search ads and display ads. You’re probably familiar with both types as they are anyone who uses Google search will have seen both kinds.

Search ads are the paid search results that appear right at the top of the results list. Usually, one or two ads appear here, but for competitive industries this section can be as much as half the results page. Search ads can be distinguished from “organic” results by the presence of the word “ad” in a green box next to the URL.

Display ads allow a lot more creative freedom. These are the ads that appear on websites, and typically come as a banner on the side of the webpage, or across the top or bottom of a page. They provide an opportunity to draw people in using both graphics and text.

Pay-per-click

Google advertising uses a payment model called pay-per-click (PPC). This means that you’re only charged when someone clicks on the ad. The amount you are charged each time someone clicks is called the cost-per-click. The cost is determined by the following equation:

Next Highest Ad Rank / Quality Score + $0.01 = CPC*

As you can see, this means that the higher your quality score, the lower your cost will be. This is because Google has its own financial incentive to provide users with good quality content.

Navigating the Google Ads algorithm

The word algorithm has started to enter common language much more in recent years as people become aware of the ways in which their content is delivered to them.

In terms of Google Ads, the algorithm used to determine the rank of your ad is actually very simple. This rank then determines who sees your ad, and how effective it will be. We’ll discuss the algorithm itself in a bit, but first let’s talk about how Google uses it.

In the moments between you hitting the search button and Google providing your results, a huge amount happens. In that split second, Google takes an inventory of all the ad accounts that contain the keywords or phrases used in the search.

For example, perhaps your private school is trying to rank for the keywords “Best high school for college acceptance.” When someone searches “What schools in my area have the best college acceptance rates?” your advertising account will be included in Google’s inventory.

In order to tell Google what keywords and phrases to rank your website against, you bid a monetary amount that you would be willing to pay if someone clicked on your ad, hence the name pay-per-click.

This process works a bit like an auction, with the winner determined by two factors:

  • The maximum bid you have set for your keyword
  • The quality score of your advertisement

The second point here we’ve already touched on. Google is here to make money, and the best way to do that is to be the search engine with the biggest user base. The main reason that Google has such a massive market share is because it has a reputation for providing the most relevant results.

Therefore, it is more likely to show your ad, and your content, if it’s of good quality and relevant to its users. Therefore, you should take special care to remember this when creating your ads.

The quality score of your advertisement is itself determined by two factors:

  • Past performance of your ad, ad group, and your account in general
  • The relevance of your chosen keyword, ad (title, URL, and description), and landing page to the search and to each other

Don’t worry if you’re not familiar with the terms “ad group” and “landing page.”

An ad group is a group of keywords that you are trying to rank your ad for, and your landing page is the webpage that your ad sends people to when they click on it. Both the ad itself and the landing page should be relevant to each other, use the same keywords, and be well-made and fast-loading.

All these factors add up to a single equation that determines the rank of your ad:

CPC Bid x Quality Score = Ad Rank

For display ads, the process is slightly different. Instead of bidding on keywords, you bid on ad groups. There is also the option to bid on impressions rather than clicks. Impression in this context just refers to when your ad is displayed to someone on a webpage, every time it is “seen.”

For this reason, it’s called “cost-per-impression” or “CPM” bidding.

Can Google Ads really help private schools?

Yes, they can!

However, there are factors which mean that this can never be a guarantee.

One of the most significant of these factors is competition. This varies by area and high competition will mean your ads have a lower chance of winning the “auction” we talked about earlier. Competition also varies by industry. For example, the legal industry in Anchorage, Alaska (where we are based), has seen costs-per-click as high as $50!

This is obviously not going to be the case for all industries, but it does mean that Google advertising could be a poor choice as without high profit-margins you could make a loss overall. This is especially true when you consider that not all clicks convert to new clients/income.

We can determine the level of competition in an industry using industry benchmarks.

Source: WordStream (8/27/2019)

As you can see, education (in grey) has a relatively low cost-per-click compared to other industries, indicating a lower level of competition. Obviously, this isn’t taking location into account, but as a general category you will be competing with fewer schools.

This doesn’t mean that what we said about quality can be disregarded however! You should still aim to create quality ads to ensure you are ranking highly.

Our Google Ads specialists at Beacon Media + Marketing are regularly able to achieve below-average cost-per-click for our clients, saving them lots of money.

How do we do it?

  • For every service we want to advertise, we use a budget of at least $300 per month, usually more. This translates to our minimum recommended cost-per-click budget on each keyword in 1-3 ad groups.
  • We always find some way to find a niche for the services we are advertising, using nuanced keywords. We do this so that we can use keywords that are low competition but capture the internet users who search for them. For example, we market for a holistic dentist in Anchorage. When we create her Google Ads, we do not target “family dentistry,” but rather, “holistic dentistry,” because there is lower competition around this keyword, which makes the market easier to capture. We have seen incredible results for this client.
  • Our team makes it a priority to create quality, relevant ads and landing pages. There are few things better for boosting the success of your Google advertising campaign than this. Write clear, concise, compelling ads that point people to the pages that they would expect with the right keywords.

We hope this post will be helpful for you getting started with your own Google advertising!

If you want to learn more about digital marketing, you can read more of our blogs, here. Alternatively, if you’re interested in working with us, you can schedule a free consultation.

Education marketing: Best practices for starting a private school blog

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Sabrina Martinez

Consistency. 

If there is one word that encapsulates the secret to education marketing, it’s consistency. 

We at Beacon Media + Marketing recommend that a weekly blogging strategy is best, but many of our clients have seen success with a minimal schedule of one blog per month! Although you can see results with this more minimal strategy, it will probably take longer for you to start ranking on Google, which, as we’ll explain, is one of the main goals of blogging. Here, we’ll explain some of the education marketing strategies we use to drive traffic to our clients’ website and ensure their blogs rank on Google.

Prefer to chat to a real person? Give us a call today.

What education marketing strategies will help my blogs rank on Google?

When we talk about ranking on Google, what we mean is the position of your website or post in people’s search results. There is extensive research that shows that most people don’t ever click on the second page of Google, and many won’t even scroll down the first page. One study found that only 0.78% of searchers clicked on something on the second page of Google. Clearly, it’s necessary to get on that first page, and ideally at the top of it. But how?

The answer is simple: a comprehensive, and well-researched, education marketing plan. Here are some of the methods our expert marketers use to get our clients on the top of the Google search rankings. 

Case study: Beacon blogs

Let us take the time to discuss a couple of case studies that show our success with this strategy. Obviously, we’re a digital marketing agency, but these principles are universal, and they’ll definitely work for education marketing.

Two years ago, we decided we wanted to move into the functional medicine sector. Our first steps in this direction were to start blogging about it. We wrote blogs about each of the services we offer, targeting the keyword “functional medicine”. Within a few months, we had our blog posts ranking at both #1 and #2 on Google for the search “marketing for functional medicine”, and we’re still there today.

Education Marketing

So, how did we do it? 

We used a few simple tricks of the trade that you can also use for education marketing.

  1. First, we ensured that the blogs we wrote were of the specific length that works best for Search Engine Optimization (SEO). This changes every so often, depending on updates to Google’s algorithm, so make sure you research it now and then so you’re up-to-date.
  2. Second, we had a focused keyword strategy. This involves writing certain keywords that you want to target in your text and headings. For the functional medicine blogs, these included “functional medicine,” “marketing,” and “inbound marketing.”  
  3. Finally, we ensured our posts are well optimized, work on mobile, are fast-loading, and have correctly set metadata. Metadata just means the information you provide Google about the contents of your blog, so they can determine how relevant it is to searchers. 

Although we ranked these two blog posts at the top of Google, that was only part of our goal. The main objective of this was to generate leads. By having these blogs at the top of Google, we generate more leads to our website which converts into more sales. These two blogs now constitute a key part of our sales funnel! As you can see, these strategies are super simple and effective, so make sure you include them in your education marketing plan.

Case study: Mandanas Dental blogs

We don’t just keep our secrets to ourselves, either! We’ve also used these strategies to help our clients find success. One of our longest-standing clients, Dr. Owen Mandanas, decided a few years ago that she wanted to shift her focus to include integrative dentistry. Naturally, we started blogging on the subject!

Using the same techniques as for Beacon, we managed to rank Dr. Mandanas on the first page of Google. We’re so happy to have been able to achieve this for such a valued client. This approach to blog writing uses the inbound marketing philosophy, which will form the backbone of your education marketing strategy.

We’ll discuss in the next section. 

Education Marketing

 

Have we persuaded you? Let’s talk strategy.

Proven methods of education marketing

Okay, by now you’ve got a sense of the power of blogs and the impact they can make on your education marketing strategy. Next, we’re going to discuss some proven methods for writing successful blogs, including the inbound philosophy, question answering, and the waterfall method. These are all techniques you can use when writing your own blogs – whether you’re marketing a private school, a home school, or a specialty program.

Inbound philosophy of education marketing

The inbound marketing philosophy is a simple concept. People are online all day, every day, which means putting quality content in front of them is easier than ever. The core of the inbound education marketing philosophy is that if you consistently provide useful content to people, they will remember you and seek you out when they need your services. Imagine your customers are a cat. If you chase the cat it will run away from you, but if you have what the cat wants, it will come to you! So, how do you go about enticing the cat?

The first step to developing your education marketing plan is to researching what your customers are interested in. There are tools available to help you find out what searches people are making on Google (we use one called keywordtool.io). Once you’ve identified what people are researching, you can write blogs on it. People typically ask questions on Google, so answering these can be an effective way to provide quality content. 

Use education marketing to answer questions

We’ve established that people use Google to ask questions, and that answering them is a highly effective method of providing quality content through your education marketing plan. If your blog is what people are relying on when they want to know something, they’ll remember you when they want to buy something.  

Remember: Be there for them when they want to know something, and they’ll be there for you when they want to enrol in something.

Here’s a quick rundown of our process for blog writing: 

  • Keyword planning – We use Google’s keyword planner to find out what the most searched topics are, and what kind of competition there is for answering those questions. 
  • Finding questions – Next, we use Keywordtool.io to identify what questions people are asking about those topics. 
  • Writing – The next step is the most obvious, write a blog answering that question! When doing this it is important to include your keywords frequently, while flowing naturally. 
  • Setting the metadata – We’ve mentioned this before; basically, it’s the process of setting the title, description, and keywords in a format that Google can use to populate your result. 
  • Schedule – It’s important to be consistent if you want the best results. We recommend to our clients that they blog at least 1-2 times per week, but even with a minimal strategy, you can expect to see results in 6-9 months. 

Want to apply this to your marketing plan? Our team can help.

Waterfall blogging is perfect for education marketing

The waterfall method of blogging is a highly successful method of getting your posts to rank on Google. One important thing to factor into your strategy is the inclusion of backlinks. Backlinks are links to your website from other credible websites. Google highly rates backlinks, so we can set up links to other posts in our own blog posts. This is a great way to organize posts, which you can use successfully for your education marketing strategy.

Here’s an example of a waterfall we created for some recent mental health blogs: 

As you can see, this looks a bit like a descending waterfall, with multiple layers all linked to one another (and to this blog too!). You can use this to discuss your programs, teaching style, student services, and more.

Link between SEO and education marketing

Search Engine Optimization (SEO) is the practice of using tools to help blogs your produce as part of your education marketing strategy rank on Google. This involves setting the keywords that we have chosen to target, and which we have used throughout the blog. We make sure to use them in the text, in the headers, and in the URL. We also set a featured image, as this boosts Google ranking, and write a custom excerpt which is displayed on the results page, this ensures that the text is displayed fully, and doesn’t end with an ellipsis. 

In addition, we chose a title of the length that is shown to be most effective in catching people’s attention and using certain power words that have been shown to gain clicks. We hope that this has been a useful insight into some of the tips and tricks that we use to drive engagement with our blogs. If you’d like to learn more you can check out other posts we’ve published on digital marketing. 

Ready to talk to the experts? Schedule a free consultation today.

How to market Lake Tahoe tourism businesses best

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Sara Jokela

Lake Tahoe is a popular tourist destination, with over 2.7 million visitors per year. If you’re a small business owner in the Lake Tahoe area you may be wondering how you can capitalize on the ever-growing tourist industry.

It has a great variety of tourist attractions, from the stunning natural beauty and hiking trails, such as Eagle Rock, to winter sports, including some of America’s best skiing. If you prefer a more laid-back approach to vacation, there are stunning beaches as well as high-end shopping and dining along the north shore.  Alongside these are historic sites aplenty, including Tallac Historic Site and the Ed Z’berg Sugar Pine Point.

Lake Tahoe is so stunningly beautiful you don’t have to convince people to visit.

However, the local tourism industry is well-established and highly-competitive, a lot of competition, with activities, beaches, and sight-seeing destinations all vying to catch the attention of visitors. An effective marketing strategy will distinguish your business from others and make sure customers find you first!

Beacon Media + Marketing has an office in downtown Reno, but our story started in Anchorage, Alaska. We have plenty of experience in developing and executing successful marketing stratgies for the competitive outdoor tourism sector. Here, we’ll summarize some of our most successful tricks of the trade, giving you an insider’s view into the world of tourism marketing.

Small business marketing

We mentioned before that we are well-placed for providing insight into marketing for the tourist industry in an area of outstanding natural beauty, which also includes historic sites and plenty for the outdoor sports enthusiast.

Here we’ll summarize some of our tips that are applicable for Lake Tahoe tourism companies, from a series of blogs on marketing for tourism and related businesses that we’ve written.

Blogging

You may have heard that blogging is important to growing your business, and it is. There are a few tricks to effective blogging. The primary thing to remember is that consistency is key! You need to be publishing regularly to get the results you want. Here are some proven methods of blog marketing:

  1. The inbound marketing philosophy is a simple concept. People are online all day, every day – this means that putting quality content in front of them is easier than ever. The core tenet of the inbound philosophy is that if you consistently provide useful content to people, they will remember you and seek you out when they need your services.
  2. People use Google to ask questions, so it’s super effective to answer them. If you’re the one people can rely on when they want to know something, they’ll remember you when they want to buy something.
  3. The waterfall method of blogging is a highly successful, and slightly sneaky, trick for getting your posts to rank on Google! Google highly rates backlinks: that is, other credible websites linking to your blog. Links of this kind act a bit like a referral, but it can be difficult to get links from other websites. So, we do what is called backlinking. This involves using your own website to provide links! A common way of organizing this, which you can use successfully for your Lake Tahoe tourism business, is called the waterfall method.

To see an example of one of our blog waterfalls, and to read more about our blogging strategy, read our blog on blogging for arctic tourism here.

Google Ads

There are two types of Google ads: display ads and search ads. Display ads pop up on websites, they are usually a graphic or image and can be identified by grey “advertisement” text above them. Search ads appear at the top of your search results page, very effective for putting you in your customers’ eye-line.

Google uses an algorithm to determine which ads you see when you search. In the fraction of a second after you press search, it takes an inventory of all the ad accounts that contain keywords or phrases used in your search.

If you want to read about google ads in more detail, including how the algorithm works, and how they can help tourism-related businesses, head over to another blog we wrote here.

Branding

We at Beacon Media + Marketing have a 5-step process for developing a strong brand.

Here is a quick overview:

  1. Understand what branding is. Your brand is your visual identity, it’s what people will think of you
  2. Brand discovery. Your primary focus in this part of the process should be focused on identifying your competition and how you can differentiate yourself from them. You also want to identify your target customers and work out how you can appeal to them.
  3. Naming. Sometimes naming can come naturally, but other times it can be the hardest part of the process, so we offer some advice:
    1. Look at competitors
    2. Consider using names of founders
    3. Consider using your location
    4. Alongside a name, you should come up with a tagline
  1. Choosing iconography, color, and font. The icon is the part of your brand that most people think of when they talk about the “brand” or the “logo”. It is the part of your brand where you can use form, rather than text to communicate your brand. It can be used to represent name, location, and mission in a quick and easily accessible manner.
  2. Management. A mismanaged brand can become messy and inconsistent, which dilutes the effectiveness of your brand. At Beacon Media + Marketing, we provide clients with a style guide that informs staff of what logo, colors, and fonts to use and how to use them.

If you’d like to learn more about branding, you can delve into it in more detail in a blog we wrote, here.

Web Design

Experts recommend that you redesign your website every 2-3 years. Why? Because product changes, staff changes, fashion, and best practices all change rapidly in business and online.

However, we appreciate that this can be a daunting task. We at Beacon Media + Marketing have 20 years of experience in the marketing industry, and a proven process for website design.

You can read about our process in more detail, here.

Meet with your team

Before you get started on your website design, it’s vital to get a handle on what exactly you want to create, what you want to say about your tourism business, and what your goals are.

We recommend gathering all the key people in your business into one room and asking yourselves questions to determine this. It is often helpful to look at some of your competitors and determine what aspects of their website you like, and what you don’t like, to help you generate some ideas .

Map out your design

Now that you have an idea of what your website should look like, and you have some concrete features you’ll need, you can create an outline.

For our clients, we create two documents to provide a guide for the website: a site map and a wireframe.

The site map is simply a flowchart or bullet list of all the pages on your website and the order in which they will derive from one another.

This then provides the foundation for the wireframe, which is a set of images in which you show the elements you want on each page and how they relate to each other.

Despite the technical name, a wireframe is just a rough sketch of what you want your website to look like and where you want the elements to be.

Write the content

Having created the wireframe and left spaces for paragraphs, it is now time to write the content that goes into those boxes. We recommend three best practices for content writing, which will allow you to produce attention-grabbing and engaging content:

  1. Keywords
    • Choosing keywords that people are searching on google, and ensuring you use them throughout your writing, is a good way o rank on Google
  2. Headers
    • Including your keywords in your headers helps Google know what your content is about. Writing catchy headers also helps draw in readers, often people just skim over the text looking for their interests; you want to catch them and keep them interested.
  3. Quality
    • Google can tell if your content is low-quality as people will quickly leave a page if it doesn’t have what they’re looking for or isn’t nice to read. If lots of people do this, Google takes it as a sign that your content is low quality and will be less likely to recommend it.

Develop your website

The site map, wireframe, and content are all going to come together in the final web design. The first step in developing your website is deciding which software to use to build it. We typically recommend WordPress, which is an industry-standard solution that is completely customizable.

When building your website, be sure to stick to your brand guidelines. A well-managed, and cohesive brand is vital for a good-looking website. (Remember, we talked about this earlier!)

Go Live

Once your website is ready to go, it’s time to publish and set it live.

If you’ve found this insight helpful, and want to learn more, be sure to check out our other blogs that go into more detail on each of these topics. Alternatively, if we’ve convinced you that your business could benefit from our expertise, you can schedule a free consultation.

Do I need Google Analytics? Here’s how it can help your HVAC business

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Sabrina Martinez

Lots of businesses advertise online, and there’s a good reason why.

Online advertising allows you to identify and target potential customers to maximize the impact of your campaigns. After all, there’s no point advertising boiler installation services to someone who is renting a small apartment in a multi-story building. This field is growing every year. In fact, in 2019, digital advertising revenue in the United States topped $100 billion for the first time. If you’re planning to grow your business in 2020, you need to create a strategy – fast.

If you have your own website and you’ve ever conducted your own research into digital advertising, you’ve almost certainly come across the two heavy hitters: Google AdWords and Facebook Ads. (If you’re interested in learning more, we have a whole blog post dedicated to digital advertising, designed specifically to help HVAC businesses.)

But how do you know if they’re working?

Once you spend time and money setting up your ads, you’re going to want to know how they’re performing. You need to know what the response is and how many people are clicking through to your website. If your hero service is replacing furnaces, are people finding the information they need? If yes, great! If not, what can you do to improve the page to generate new leads?

This is where Google Analytics comes in. It’s one of the most popular digital analytics tools available online and it’s free to use. Here’s a snapshot of what you can expect:

Google Analytics

This is a real-life example from HeatSource Mechanical, which has been providing superior products, elite craftsmanship and stellar customer service in the Mat-Su Valley for more than 35 years. The spike on February 13 coincided with an advertising campaign we ran on their behalf on Facebook, increasing traffic from zero on February 10 to 100 in a single day.

Interested in learning more? Read on, friend. Read on.

We would love to help! Our Google Analytics experts are experienced in developing effective strategies for HVAC businesses. Contact us today.

Google Analytics For Beginners

Okay, so what does Google Analytics do? Basically, it takes a deep dive into the numbers behind your website so you can know who’s looking, what they want, and what’s working best for your business. Here are some of the potential insights you will be able to glean:

  • How many people visit your website?
  • Where do they come from?
  • Which pages are the most popular?
  • What products are they most interested in?
  • What services are they most interested in?
  • How did they find your website?

The dashboard is designed to be user-friendly and can generate helpful reports on everything from the demographics, interests and behavior of your clients all the way through your acquisitions and conversions. In other words, this is a super handy tool and a great way to make sure you’re investing your time (and money) into effective strategies that will convert sales.

To use another example from our friends at HeatSource Mechanical, here’s a snapshot of the kind of data you can get about acquisitions (meaning new traffic to your website):

Google Analytics

As you can see, it’s very straightforward. This chart shows which strategies are creating the biggest return on investment. We can see that the two biggest drivers are organic searches and social media – in fact, they’re almost equal. As far as digital marketing strategies go, this is a very healthy balance, and it means we should continue advertising in these areas.

“OK, that’s great… but I’m still not sure about digital advertising.” No problem, read this blog we created: Do Google AdWords Work For Marketing My Business?

How do I create a Google Analytics account?

Now that you understand what Google Analytics is about, it’s time to create a Google Analytics account. If you already have a Google log-in for a related service like Gmail, Google Drive or YouTube, you’ll be able to use that account. Otherwise, head to google.com/analytics and set yourself up with new one. Make sure to secure your account by selecting the option for two-factor authentication and keeping your password secret.

Fill in the details of your website and then generate the Google Analytics code, which you’ll need to copy and paste onto every page of your website that you plan to track. If you built your website yourself, you can add it into the script, or you can ask your developer to install it.

Next, step up goals to identify the actions you want users to take. For example, do you want people to contact you? Do you want them to sign up for a membership? That way, Google Analytics will know that’s an important metric and start collecting that data.

Google has lots of tutorials to help with this, but if you’d prefer to outsource it, we can help. Schedule a free consultation to learn about our Google AdWords marketing service.

Getting A Google Analytics Certification

When you start looking into Google Analytics, you’ll see a lot of articles talking about certifications. Can you get certified in Google Analytics? Yes. Do you need to? No.

The Google Analytics Academy offers free online courses that help you learn about Google’s measurement tools. There are a range of courses available, from beginner programs that teach you how to set up your account and analyze basic reports, right through to advanced offerings that help you understand the data collection process and more complex analysis and tools.

There are also Google Analytics Mini-Courses available on YouTube, which can help you get started an optimize your strategy. This is a great option if you’re keen to do it yourself.

You don’t have to be certified to be able to use and understand the software. Generally speaking, it’s a very intuitive program, especially once everything is up and running.

HeatSource Mechanical is a good example of a typical HVAC audience overview:

Google Analytics

See? The menu on the left side of the page includes everything you need to know, and the software collates all the data into easy-to-understand graphs and charts. It certainly beats a spreadsheet, doesn’t it? There also are save/export/share buttons at the top right of each page, which makes it very easy to share the data and use it however you need.

However, if you’d like someone to help crunch the numbers, analyze the results and recommend strategies to take your business to the next level, contact us.

Understanding Google Analytics Reports

Google Analytics splits reporting into five main categories: Realtime, Audience, Acquisition, Behavior and Conversions. Each of these categories has a drop-down menu that allows you to explore them in detail. Here is a quick overview with a case study from HeatSource Mechanical.

1. Realtime

Realtime analytics are split into the following sub-categories: overview, locations, traffic sources, content, events and conversions. This gives you an insight into what’s going on with your website at any particular time and is a great way to tell if something is trending well… or if something is broken. It’s most useful for website that experience a high level of traffic.

2. Audience

Audience analytics provides a great way to get to know your audience. It drills down into specific detail when it comes to things like demographics, interests, geo, behavior, technology, and more. Who is reading your website? For how long? How many pages do they visit? This kind of information helps you tailor your page so you can give people what they want.

For an HVAC business like HeatSource Mechanical, we would expect to see something like this:

Google Analytics Google Analytics

Google Analytics

Information like this helps you maximize the impact of your messaging. You know that most of your customers will be aged 25-34, most of them are male, and they’re the kinds of people who lead active lifestyles. Because of this, you might go for a light and friendly tone and style with small chunks of text that are easy for a busy person to consume on the go.

3. Acquisition

 The acquisition tab is an incredibly valuable resource. After all, what’s the point of digital advertising if you’re not selling more furnaces and installing more heating systems? It categorizes traffic based on Google Ads, your social media accounts and any campaigns you’re running. You’ll be able to see at a glance what’s working and where you should invest.

 

 This data shows that search and social outreach is very effective for HeatSource Mechanical. In other words, this client is receiving a lot of traffic from Google and Facebook. There are two ways to drive traffic in this way: posting quality content that is relevant and interesting to prospective customers; and investing in Google and Facebook advertising.

What exactly is “quality content”? Here’s a quick guide to search engine optimization (SEO) which will help the content on your website stand out.

 4. Behavior

Behavior is a really fun tool (sorry, we love to nerd out about this stuff). This is where you get to know your customers and see how they progress to your site. Which of your pages is most effective at drawing in new customers? What do they read before they leave? How far do they read down each page before they bounce? It also tells you how your page is performing – how long does it take to load each page?

Google Analytics

 In this case, we can see that most of HeatSource Mechanical’s traffic comes through to the homepage, closely followed by the product page – in particular, looking at furnaces. After this first interaction, those who stay on the page either visit the contact page or the about page. This is great! It means customers either want to use your service or learn more about you.

It’s definitely worth making sure both of these pages are polished and that they provide helpful information so you can capitalize on this opportunity to convert a sale.

5. Conversions

This page is relevant once you’ve set up some goals or if you’re running an e-commerce business through your website. It tracks things like the number of people who schedule a free consultation, the number of people who click through and buy a new product, and things like product performance and transaction value. This probably isn’t one for HVAC businesses.

“Okay, okay. That’s all making sense. What else do I need to know?” Here’s a blog that will teach you what analytics you should track.

We’re happy to answer all of your Google Analytics questions. In fact, we’re happy to build your website, set up your social media accounts and develop a killer strategy that will increase awareness of your brand and generate new leads for sales. Contact us today.

3 steps to a killer digital marketing strategy for your HVAC business

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Sabrina Martinez

Whether you’re shivering through an Alaskan winter or sweating through a Nevada summer, HVAC businesses offer essential services right around the United States.

When a customer’s system breaks down on the coldest night or the hottest day of the year, there’s no-one they’ll be happier to see than YOU.

After all, no-one else can offer heating, cooling and ducting services quite like you. No-one else is as hungry for new business as you and no-one else will give them such great service that they become a loyal, life-long customer. The only question is how they will actually find you.

The answer is a killer digital marketing strategy.

In this article, we’re going to help you understand what a digital marketing strategy is. We’re also going to run you through the basics, including how to create a website for an HVAC business, how to optimize your content so customers can find your products and services, and how to run Google and Facebook Ads so that you will be the #1 choice in your local area.

Oh hey! We’re experts at that! If you’re looking to develop a digital marketing strategy to generate leads for your HVAC business, why not contact us?

Okay, So What Is A Digital Marketing Strategy?

Marketing is the process by which a business promotes its products and services to a customer. Sounds simple, right? Right. Digital marketing is simply the process of doing this on the internet.

With that in mind, a digital marketing strategy needs to make you stand out online. It’s designed to target the computers, tablets and smartphones of your customers and make sure it’s easy for them to find you in their time of need… whether they’re looking to organize an urgent repair or simply clean the gunk out of their heating and cooling ducts. In order to do this, digital marketing strategies typically focus on websites, social media, search engines and ads.

Before you create a marketing plan, there are a few things you need to think about:

  • Who is your ideal customer?
  • What’s your flagship service?
  • What are your best value products?
  • What makes you different from the other HVAC specialists in your area?

Many companies choose to employ a marketing agency to help with this. Agencies can conduct a review of your current online presence, analyze the strategies of your competitors, help you develop marketing goals and recommend specific actions you can take to achieve them.

However, it’s also entirely possible to do this yourself. If you’re feeling ready, read on.

Want to know more about marketing? Here’s a handy blog post we prepared earlier: What Is Marketing? A Look Through The Eyes Of A Marketer.

First Things First, You’re Going To Need A Website

The first step to finding new customers online is to create a website.

A website provides a platform for customers to get to know you. It’s an opportunity to let them know about your HVAC repair, maintenance and installation services and show off the furnaces, boilers, heaters and filters in your product range. Meanwhile, active social media channels will help you connect directly with customers and let them know about special offers.

So how do you make a website? It’s actually never been easier to build your own website, with a multitude of handy tools available online that can help you get up and running in minutes.

Here are some of the common ones we see a lot:

  • Build a website with WordPress: WordPress is an online, open-source website creation tool written in PHP. It’s one of the easiest and most powerful website content management tools available today and can be very cheap to create.
  • Build a website with Squarespace: Squarespace is an all-in-one solution for anyone looking to create a website or online shop. It has a very intuitive interface, making it very quick and easy to get started, but it’s more expensive than WordPress.
  • Build a website with Wix: Wix is another simple and easy website builder that can get you off the ground in no time. Like Squarespace, you start by choosing a template and adding your own words and images, but this platform is slightly cheaper.

 See? Building a website is easy. Of course, if you would prefer to ring in the experts, we’re here to help. Simply reach out via our website and we’ll be happy to help with your website needs.

Which website is best for my business? We at Beacon Media + Marketing recommend WordPress. Find out Why WordPress Is So Popular For New Websites.

Second, Learn About Search Engine Optimization (SEO)

Once your website is up and running, you need to add content. Content is very helpful when customers are trying to find you via search engines, like Google.

It works like this: customers using search engines tend to use the same key words over and over again. If you start using the same key words on your website, Google will assume you’re an expert on that topic and it will start ranking you higher and higher on the search results page. It’s valuable digital real estate, because the #1 result immediately gets 31.7% of all clicks.

That’s 31.7% of all potential customers who could be looking to you first.

This process is called search engine optimization, but it’s usually referred to simply as “SEO”. The best way to put it into practice is to create frequent blog posts that answer common questions customers ask about your products and services, explain why you recommend the brands you do, and even discuss some of the newest trends in the HVAC industry.

Here are five simple examples of key words and phrases you could try:

  1. Best HVAC repair in (insert name of your area)
  2. Get the most out of your heating and cooling this winter/summer
  3. Best air conditioning repair in (insert name of your area)
  4. How to tell if my furnace filters need replacing
  5. Best baseboard heater to use in (insert name of your area)

The more posts you can get to rank on the search results, the better.

SEO is a complex and constantly changing field. Here are six expert ways to optimize your website using SEO so you can Drive More Traffic to Your Website.

Third, Let’s Talk About Digital Advertising

Once your website is up and running and you’ve got lots of strong content, you can think about creating some advertisements that will target (and keep targeting) potential customers.

As far as digital marketing strategies go, one of the best ways to drive traffic to your website is to run Google Ads. Google Ads allows you to target people who are searching for keywords associated with your product and services. In theory, this means you can get more bang for your buck because you won’t waste money on people who aren’t interested.

You’ve undoubtedly seen this type of advertising already. It usually appears in the top 1-5 slots on the results page of your Google search, marked “Ad”. You’ve probably also noticed that once you click on an advertisement for a particular brand, product or service, it will start following you all around the internet: every article you read, every video you watch, even social media.

Google Ads represents 77.8% of all search-related ad revenue in the United States. It’s big business, and there’s a good reason why: it can be very effective. However, it’s not as easy as handing over your hard-earned money and waiting for people to find you.

They come with pros and cons. The pros are that campaigns are highly targeted, measurable, and can lead to rapid results regarding sales generation. The cons are that they require an ongoing investment and that you be charged for every single impression and click.

With that in mind, you have to be smart and you need to have a strategy in place. You need to know who your potential customers are, where they spend their time online, and what tone and style of language will resonate with them.

You also need to come up with a specific goal for each campaign – in other words, don’t just refer people to your homepage. They’ve searched for something specific, so make sure you link them to a page where you can answer their questions. For example, link them to a product page for your new boiler or your duct-cleaning service.

This is not the right platform to increase brand awareness. The more specific you can be about who you want to target and what you want them to know, the more effective your ads will be.

If you’re not sure how to start, and you can afford to spend the money, trial and error is a great way to get a feel for how the platform works and what your customers are looking for. However, if you want to maximize your ROI, ask the experts at Beacon Media + Marketing.

How can you tell if your Google Ads are effective? We’ve created a handy guide. Facebook and Google Ads: What Analytics Should I Track?

Breathe. Okay. That’s a lot of information to consume in a very short amount of time. The good news is that we are here to answer all of your digital marketing questions. For us, navigating the wild world of SEO strategy is just as natural as replacing a boiler is to you.

So why not schedule a consultation?

Let’s fire up your HVAC business’s web traffic together (sorry about the pun).

The evolution of digital marketing

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Sabrina Martinez

Originally published on July 20, 2015. Updated on March 4, 2020.

Back in the 1960s, marketing was relatively straightforward. Let’s be real, you’re probably picturing the orange tones and box pleats of the advertising world featured in the TV show Mad Men, complete with boardroom discussions, concept presentations and an expensive media buy.

The industry was turned on its head with the emergence of the Internet in the 1990s. The past 20 years have seen drastic changes, with advancements in technology and the development of social media. Let’s quickly compare traditional marketing and digital marketing.

From bricks and mortar to online

THEN: Most businesses only had physical locations. This meant it was much more difficult for new customers to find businesses they had never heard of, that is, unless they saw an advertisement somewhere. They couldn’t look up anyone for reviews. And what were you supposed to do when you needed to contact a business? Remember their phone number? Or use a PHONEBOOK? Word of mouth was king and reputation was everything when it came to owning a local market.

NOW: Many modern businesses no longer require physical locations, operating completely online. Many have both. Some have physical locations only. As time passes, it’s becoming increasingly difficult to do business the old-fashioned way, because having on online presence means missing out on a huge potential expansion of customers. Customers want convenience and trust. By that, we mean they want to be able to find you easily when they need you, and they want to be able to look you up in advance to make sure you offer exactly what they’re looking for and that you’re reputable.

Having an online presence is critical in 2020. Schedule a free consultation today to talk about your website needs.

From monologue to dialogue

THEN: Marketing was a one-way street, informed by gut-feel and educated guesses. Companies would give snippets of information to potential customers, trying to persuade them to buy or use their products or services. To a large extent, customers were unaware that other options existed. If someone bought a car from Ford, for example, they were likely to continue buying from Ford because that’s what they had used in the past and they knew it to be trustworthy and reliable.

NOW: Engagement is crucial to success in a digital world. Customers feel like they can trust a company that engages with their customers, because that reminds them that they’re dealing with real people. It’s a two-way street, because businesses can utilize the feedback given via the Internet to come up with new ideas and solve problems. Furthermore, positive reviews go a long way to encouraging other potential customers to take the plunge. These are marketing gold.

Read more: 10 tips for optimizing your social media presence. 

From outbound to inbound

THEN: Traditional marketing focused on the idea of taking your business to your customers. Huge amounts of money and time were invested in buying advertising space on billboards, newspapers and magazines, as well as commercial slots on television and radio. Sales people would cold-call people and go door-knocking to find new business. Essentially, information was forced upon the public, casting a very wide net in the hope of getting a few bites from the right buyers.

NOW: Digital marketing focuses on the idea that customers will find you when they want you. As such, the idea is to make yourself as easy to find as possible. This means an active digital presence, quality content on your website and social media channels and a strong focus on search engine optimization (SEO). Rather than shouting, “buy this!” you can think of it as saying “enjoy this information we’ve provided.” Your content needs to be educational, helpful or funny to build trust with potential customers. A stellar website is key to helping your company reach its potential.

Ready to get started? We are a digital marketing agency based in Anchorage, AK, and Reno, NV. We work with clients all over the United States. Schedule a free consultation!

Next-level digital marketing

Every successful digital marketing strategy requires three basics: a website, a social media presence, and quality content. You can spend as much or as little as you like when it comes to establishing your digital presence and getting started. The most important thing is simply that your business exists online so that potential customers can find you easily.

Here’s how to take your digital marketing strategy to the next level:

Website

Your website sets the foundation for your entire strategy. Good design can lead to stronger connections, more sales leads and a better conversion rate. If you’re transferring to digital from a traditional marketing strategy, it might help to think of it as an online brochure that showcases your products and services and gives customers an idea of what your business is about.

Here are the most important things to keep in mind:

  • Lead generation: Didn’t think you could get a measurable ROI from a website? Yes, you can.
  • Automation: Your website will act as a virtual sales rep, qualifying leads while you sleep.
  • User experience: Guide your prospects on a journey that leads to doing business with you.
  • SEO optimization: Gain more customers because they can find you online when they need you.
  • Mobile optimization: Most web visitors use mobile devices. Use that to your advantage.
  • Multimedia optimization: Videos and graphics create human interactions with customers.
  • Professional appearance: Bring in the right customers by creating the right first impression.

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Social Media

Social media is the best way to connect with the people who want to do business with you. The key is to prioritize genuine customer engagement. There are lots of different theories about how to do this best, but we think it’s simple: remember you’re talking to HUMANS. Lots of companies fall into the “sell, sell, sell” trap, but the truth is that prospective customers are real people with real problems.

Here are some things to consider in developing your strategy:

  • Team brainstorming: Good ideas can come from anywhere, so utilize your full team.
  • Campaign objective: Define a clear and measurable goal for every campaign to stay consistent.
  • Campaign budget: Run your ads at the budget that will receive optimal ROI and save.
  • Target audience: Delivering your message to the right people will make sure they take action.
  • Editorial calendar: Know what’s coming up next in your social media content and promotions.
  • A/B testing: Test your ads and audiences to learn what works and optimize messaging.
  • Creative media: Show people interesting content that encourages them to engage.
  • Reporting: Daily monitoring and regular reporting is critical to success.

Not sure where to start? Learn more about our social media marketing service.

Quality Content

Imagine a world where you’re at the top of every Google search. Sounds good, right? It all comes down to content marketing. Quality content generally comes into two forms: articles and videos. The idea is to create content that is wonderful to consume while being full of keywords that will help you rank on search engines, working hard to flood your business with qualified leads.

Here are the basic concepts you’ll need to get started:

  • Editorial calendar: Make sure you cover your bases and stay inspired for the future.
  • Best practices: Trends and algorithms change, so stay up-to-date with the latest advice.
  • Headlines: Get clicks with headlines that have been approved by a title optimization algorithm.
  • Subject matter experts: Interviews with experts will position you as a thought-leader.
  • Research: Make sure you share good information that is accurate and interesting.
  • SEO: Use keywords, metadata and backlinks to make sure your content ranks in search.
  • Multimedia: Good images and videos go a long way to increasing engagement and trust.
  • Calls to action: Your content needs to create results, so include a strong call to action.

We get it, this is a lot to take in. Learn more about content marketing and video marketing.

To go ahead and get started, book your free consultation today!

Ignite your HVAC marketing strategy with Facebook Ads

Picture of Sabrina Martinez

Sabrina Martinez

HVAC marketing is a great way for to promote your products and services to customers in your local area, and social media marketing is the best tool for the job . It’s an exciting and fast-moving method that delivers your message straight into the hands of your customers – literally. What’s better than that?

It’s a rapidly-evolving field and there are lots of different platforms to choose from. For the purposes of this article, we’re going to focus on HVAC marketing through Facebook. But now what? What kind of things should you be posting? How often? How can you tell if you’re reaching the right people? Should you run ads?

“I tried it for a while,” we hear you say. “But nothing happened.”

Don’t be disheartened. Sometimes, a few simple tweaks might be all it takes to spit and polish your HVAC marketing strategy. We asked our Social Media Marketing Specialist, Luke Pahlau, for some tips and tricks that will help your HVAC business stand out on social media.

Keep reading, because we’re also going to share case studies from two HVAC businesses (one about content, one about ads) as well as some examples that will help us explain.

Prefer talking to a real person? Give us a call today.

Optimize your Facebook posts

Making your HVAC business stand out on Facebook isn’t as hard as you might think. The truth is there are only three things you need to know to develop a successful HVAC marketing strategy.

  1. HVAC marketing needs valuable content

The first step in developing a knockout HVAC marketing strategy is to publish blog posts that provide valuable content to your audiences. These are important, because it positions your business as an expert in the industry.

“Blogs are great to promote on Facebook because we can target the ad specifically for people interested in their industry,” says Luke. This means if someone is looking for heating, emergency heating repair services, new boilers, duct cleaning services – you name it! – then they will find the things you share on social media to be relevant and interesting. Keep this in mind when you’re planning your HVAC marketing content.

(The added side-benefit of frequent blog posts is that it also makes it much easier for potential customers to find your business via search engines, especially if you answer common questions and make sure they’re fully-loaded with relevant keywords. But that’s a story for another day – here’s a handy article we prepared to help you learn about search engine optimization.)

  1. HVAC marketing is all about engagement

Second, make your posts as interesting and eye-catching as possible.

“In terms of the Facebook ads themselves, using an engaging image or video that is relatable to the audience will encourage people to actually click on the ad,” says Luke. “Videos and short GIFs have been doing especially well when promoting these blogs.”

Let’s be honest. Facebook is a highly-competitive environment, and there are lots of exciting things vying for your customer’s attention. “Andrew just said what?!” “Awww, Jess and John are having twins.” “Can you believe your mother just posted that?” “Hang on a second, I’m just quickly watching another Game of Thrones conspiracy video.” “Oh, and there’s a puppy!”

Somewhere in the middle of that, your HVAC marketing strategy is trying to let your customers know that you just started stocking a fabulous new boiler that will make them happy and comfortable all winter.

The way to do that: VIDEO.

There’s no doubt about the fact that videos are super eye-catching, and when you’re vying for a split second of someone’s time as they’re scrolling down their news feed, you need to do everything you can to grab their attention. The good news is that it’s a simple fix. Just make sure you add a good video, gif or even photograph with every post, as part of your HVAC marketing plan.

(“Video? No, look, it’s probably not for us. We’re selling boilers! We’re technicians, not actors. We don’t need video.” Okay, we hear you. It’s definitely something new to consider, even if it is slightly outside your comfort zone. But we’re here to help. Here’s why video marketing is so important and here’s why you should organize a photoshoot for your business.)

  1. Keep the HVAC marketing goodness coming

We’re going to let you in on a little secret. One thing, and one thing alone, can make or break the Facebook part of your HVAC marketing strategy. You can’t succeed until you incorporate it. Are you ready?

CONSISTENCY.

There, we said it. You can publish the best content in the world, and you can cover every post in glitter, but the magic won’t happen unless you’re consistent. So keep your content coming!

Lots of times, the biggest thing that will distinguish your HVAC marketing strategy from your competitors is the fact that they’ll create a post or two and then shrug and forget about it. You won’t. You’ll keep posting, putting things up at least a few times a week, and your customers will notice.

You’ll let them know about new offers. You’ll give them tips to help keep their homes snug in winter. You’ll post relevant local content so they feel connected to you. And you’ll be the first person they call when their boiler breaks or they want to upgrade to a smart thermostat.

Social media plays a really important role in growing brand awareness, which will help you connect with your customers, boost your web traffic, and eventually generate leads.

Once you’re nailing the content, style and frequency of your posts, your audience will begin to grow. That’s when it’s time to start talking about taking your HVAC marketing strategy to the next level, and running Facebook Ads. Here are three steps to creating Facebook Ads that will reach new clients.

Ready to get started? Schedule a free consultation now.

HVAC marketing case study #1: Moore Heating & Air Conditioning

Moore Heating & Air Conditioning has a great HVAC marketing strategy. Their technical expertise gives the strategy a great foundation, and they have a fleet of service trucks ready 24 hours a day to meet the needs of their customers in the Anchorage area. Moore also just got a new website (check out the stunning design) and it is smashing its business goals on Facebook, with 392 likes, 92 recommendations and a rating of 4 out of 5.

Wait a minute. Luke (remember, he’s our Social Media Marketing Specialist) has just sent us an email. “There is a jump in Moore’s web traffic on February 14th, which is when their Facebook ad began,” he says. Now, we’re marketers – not mathematicians – but that sounds like some pretty good HVAC marketing results.

It definitely was. Moore ran four ads in the last 60 days, which resulted in 4184 people reached, 356 post engagements and 32 link clicks. So what did they run to get such a strong result?

HVAC marketing

Here’s an example. This post reached 1936 people and generated 19 landing page views (that’s the web traffic we’re talking about). It cost $50 to run. This post worked because it had an attention grabbing headline – no-one wants to accidentally void their HVAC warranty. It used a good picture and it provided helpful information that made people pause and think, which means it’s effectively hit an HVAC marketing home run.

HVAC marketing 

Here’s another example. This one reached 1842 people and generated 16 landing page views. It cost $30 to run. You’ll probably notice this one is about the same topic as the first one – different people respond to different things, so it’s worth making sure your HVAC marketing strategy includes enough space to try a few different approaches to to make sure you target as many potential customers as possible. Again, the headline is attention-grabbing, the photo is eye-catching and the text is relevant and interesting.

Talk to us today to talk about making your HVAC business stand out on social media.

HVAC marketing case study #2: HeatSource Mechanical

HeatSource Mechanical has been providing superior products, elite craftsmanship and stellar customer service in the Mat-Su Valley for more than 35 years. Its HVAC marketing strategy started with a new website (check it out if you’re like to see an example of our work) and a revitalized social media plan. HeatSource has 1,302 likes on Facebook, 120 recommendations and a rating of 4.3 out of 5.

The company has run four ads in the last 60 days, reaching a total of 4289 people, getting 123 post engagements and 95 link clicks, which is when people go through and visit your website.

Here is another example of a sponsored post done right (a.k.a. more HVAC marketing gold).

HVAC marketing 

Why? This is a job ad, which reached 1,827 people and generated 35 applications. It worked because it’s specific and relevant. HeatSource has a solid HVAC marketing strategy, which means the company doens’t publish any old post about what they’re doing that day, but specific messages with purpose. OK, so most of your sponsored posts won’t be job advertisements, but it’s a great example of pointy messaging that gets strong results.

You could be our next success story. Let us help your business grow.

Pros and cons of Facebook Ads for HVAC marketing

About 1.66 billion people use Facebook any day, and you can bet that at least a few hundred of them would be interested in what you have to say. The most essential part of your HVAC marketing plan is finding them.

Once you have your business page set up on Facebook, you’ll have access to a page called Facebook Ads Manager. This is what you’ll use to create your own advertisements, so that they will pop up in other people’s Facebook feeds. This is the perfect platform to use if you want people to know about a special offer or you have a new product you’re excited to share.

The first step is to choose an HVAC marketing goal, because specific ads are going to be most effective. What do you want people to know? Facebook Ads live in a fast-moving environment filled with news and entertainment. It’s best if your ads tell your customers something new. Offering a shiny new Lennox furnace? Got a great deal on seasonal thermostats? Tell them!

You can also select your audience, decide where you want your ad to run, set your budget, and pick a format. Just like your regular posts, Facebook ads are very visual. The Ads template includes space to add a photograph or video, so make sure the imagery you include is attention-grabbing. You might even want to consider getting your own imagery, because real faces are a great way to make people stop scrolling while creating a sense of trust.

Effective social media marketing strategies are very effective in terms of increasing brand awareness, building trust with your potential customer base, and generating leads. After all, you want to be the very first person they think to call when their furnace wheezes to a stop.

Ready to optimize your business on Facebook? Talk to us today.

Which website development company should I hire?

Picture of Adrienne Wilkerson

Adrienne Wilkerson

Originally published on September 11, 2015. Updated on February 13, 2020.

There are many factors that go into choosing a website development company. To be perfectly honest with you, we hear a lot of horror stories from businesses about website builds, whether they’ve tried to build a website themselves or they’ve hired a company to help. We figured we would just call it out and pass on some tips to help you choose the right website developer/firm for your website.

Website Development And Design

First off, there are several types of website projects. You might be looking for your first ever website, you might be looking for help with a website redesign or you might be looking to refresh your website content. The scope of work will also depend on your budget and the size of your website.

Here, we’ll run you thorough the basic website development process for each:

Building A Website From Scratch

First-time web projects are often the hardest, because it means building everything from the ground up. These websites are usually around 7-10 pages and require like purchasing a domain, setting up the hosting, and making sure the design is optimized for different devices, including mobile.

One of the hardest parts about first-time website builds is putting together all of the content. That means creating a homepage, writing your about page, defining your products or services and collecting all of the necessary right photos, text and contact information.

More often than not, most websites get bogged down with one element: writing the text. We recommend that every website has text that is professionally written for several reasons:

  1. SEO: Search Engine Optimization (SEO) is an ever-evolving science, which basically revolves around predicting which combination of keywords are most likely to be searched on sites like Google so that your website appears near the top. This is really important when it comes to helping potential customers find your website. This is one area where professional copywriters will make a big difference, because they’re up-to-date with all the latest trends.
  2. Tone: The language you use on your website is just as important as the design in establishing a “look and feel” that correctly represents your brand. Communication styles evolve quickly, but the past few years have seen a consistent and strengthening trend towards more conversational and approachable wording. Sometimes that can be a challenge for business owners when we want to get specific and “talk shop” about what it is we do, which is why professionals can help.
  3. Time: You have a business to run and more often than not, there isn’t time to write the content yourself. You are investing money into your website and the last thing you want is to have the whole process held up waiting on text. A professional will make sure it’s finished on time.

Starting from scratch? Find out why we recommend building your site with WordPress.

Website Redesign Services

Sometimes, your website might simply be outdated. It’s important to remember that a website design isn’t a one-stop project. In fact, experts recommend they’re updated every 2-3 years so that it stays on top of all the latest trend. Usually this means undertaking a complete redesign, including new photos and updated text, though some elements may move over from one site to the other.

In our experience, these sites are often a bit larger and more developed because you’ll be much more in tune with what’s working and what’s not within your business. The website development process for redesigns usually includes:

  1. Updating for new technology
  2. New design to meet emerging trends
  3. Updated content for better user experience and Goggle rankings
  4. New security measures
  5. Taking advantage of new options in SEO and content marketing

Want to learn more? Here are 10 signs it’s time to redesign your website.

Copywriting Services

If the time has come to refresh the content on your website, you’ll need to engage a copywriter. A copywriter will be able to help you refine your messaging, update the language used to make sure your content comes across as being modern, define your products and services and make sure every page is optimized for SEO. They may also be able to help you create a social media strategy.

Website Development Costs

Regardless of whether you need a brand-new website, a website redesign or just a refresh, making sure you hire the right company is absolutely crucial. There are a variety of options available, including doing it yourself, hiring a solo developer, an offshore team or a professional agency.

Both the solo developer and the offshore team often charge by the hour to complete a project and that rate is based on their overhead. An offshore web company may charge anywhere from $10 – $40/hr while a solo web developer in the US is typically charging between $25 – $100/hr.

Especially if you are just getting your company started, these prices may look very, very good to you, but there are some challenges involved with both the sole developer and the offshore team.

There are several different things you will need to consider in making the right choice:

  1. Marketing
  2. User Experience Design
  3. Visual Design
  4. Programming
  5. Project Management
  6. Photography
  7. Quality Content (text) Creation

It can be difficult to find all of these things in one place. For example, doing it yourself means spending hours upon hours researching and wrestling with unfamiliar website development tools. Hiring an offshore team might lead to problems with language barriers and time differences. A solo developer will be an expert in a few things from that list, but probably not them all.

Okay, we admit we’re a little bit biased, but we do genuinely believe that a professional agency will give you the best bang for your buck. Take Beacon Media + Marketing, for example: we have a team of professionals who specialize in design, content creation, coding, SEO, even photography. We will also give you an account manager, who will walk you through the process from start to finish.

Looking to convert leads? Here is the anatomy of a high-converting landing page.

Website Development Process

Regardless of which route you take, we highly recommend putting together a document that sets out exactly what you want on your website. It doesn’t have to be long – usually about 1-2 pages is enough. It should cover what style of website you want (modern, traditional, colorful, classic, etc.), which pages are crucial to the site (About Us, Services, Portfolio, Staff, Contact Us, etc.), and any goals for the site (inform, collect leads, educate, connect with clients, e-commerce, etc.).

It’s also very helpful to include links to examples of other websites you like and explain what you like about them. For instance, is it the way the colors are combined, the layout, or maybe the navigation that appeals to you? Using this document when you start approaching web developers will make sure you both start on the same page – literally. It’s a great tool to help you get more consistent estimates from company to company, and a company worth hiring should be asking these questions and more.

We would be happy to sit down and discuss these questions and more. If you are interested in seeing our work, please check out our portfolio, then give us a call at 907-563-6008 or drop us an email.

Beautiful website design can boost your Arctic tourism company

Picture of Sabrina Martinez

Sabrina Martinez

Experts recommend that you redesign your website every 2-3 years.

Why?

Because product changes, staff changes, fashion, and best practices all change rapidly in business and online.

It’s also a perfect time for a new website for your arctic tourism agency because tourism is one of the few growing industries in Alaska! This means now is the perfect time for an overhaul, so you can take advantage of that growth.

However, we appreciate that this can be a daunting task.

We at Beacon have 20 years of experience in the marketing industry, and a proven process for website design.

In this blog, we’ll show you some of the processes we use for all our clients, so you can feel confident trying it out for your arctic tourism agency.

Meet with your arctic tourism team

Before you get started on your website design, it’s vital to get a handle on what exactly you want to create, what you want to say about your arctic tourism business, and what your goals are.

We recommend gathering all the key people in your business into one room and asking yourselves questions to determine this. A good thing to do is look at some competitors and determine what aspects of their website you like, and what you don’t like. Consider looking at companies in Iceland, Iceland has really grown its arctic tourism sector so these companies must know what they’re doing!

Here are some sample questions we ask our clients when looking for what they want to create:

  • What are the primary and secondary purposes of your website? What do you expect it to accomplish?
  • What information do you want your customers to find quickly on your website? 
  • Of the website designs that you like the look and feel of, what features do you like?

Map-out your arctic tourism website design

Now that you have an idea of what your website should look like, and you have some concrete features you’ll need, you can create an outline.

For our clients, we create two documents to provide a guide for the website: a site map, and a wireframe.

The site map is simply a flowchart or bullet list of all the pages on your website and the order in which they will derive from one another.

This then provides the foundation for the wireframe, which is a set of images in which you show the elements you want on each page and how they relate to each other.

Despite the technical name, a wireframe is just a rough sketch of what you want your website to look like and where you want the elements to be.

Beautiful Website Design Can Boost Your Arctic Tourism Company
Source: SmartDraw

A good wireframe will include the location of each image, header, content paragraph, buttons, or form field on each page.

There are great tools available such as MockFlow which will help you create your own!

Write the Content

Having created the wireframe and left spaces for paragraphs, it is now time to write the content that goes into those boxes!

We recommend three best practices for content writing, which will allow you to produce attention-grabbing and engaging content.

1. Keywords

The design of your website is important, but it’s wasted effort if no one sees it.

The best way to be seen is to rank at the top of people’s search results on Google.

Here at Beacon we’re experts on SEO optimization and help all our clients to rank on Google through the use of keywords.

Keywords tell google what each page of your website is about so they can show it to searchers. Importantly, keywords should not just be in your text but also in your headers.

2. Headers

Speaking of headers, you should put a lot of care into creating these as well.

Many people just skim over the text of a website and read the headers, looking for what they’re interested in.

That’s why it’s important to create catchy headers that communicate what the various sections of your website are about.

By putting keywords in them, you also help Google know what your page is about.

3. Quality content

Both users and Google appreciate good quality content.

People will continue reading and pay attention to what you’re saying (and selling!) when your content is well written, and this helps to rank on Google as they drop pages with a high bounce rate, i.e. people who click on your website and quickly leave again.

You don’t need to be a perfect writer, you just need to write from your own unique perspective, providing value to the user that they can’t get elsewhere.

It’s effective to address the reader in the second person, as “you”. It’s also useful to put yourself in the user’s shoes so you can write in a way that makes it clear why your product is so good for them.

The best sell is to make it clear how your products add value to someone’s life.

At the end of each web page, you should include a call-to-action. This is a request for the user to take action on what they have just read, such as: “Call (123) 456-7890 now for a free inquiry!”.

Develop your arctic tourism website

The site map, wireframe, and content are all going to come together in the final web design.

The first step in developing your website is deciding which software to use to build it.

At Beacon, we use WordPress for all of our arctic tourism clients.

This has many tiers of package to choose from, so you can purchase a cheap package to begin with, and add functionality if necessary.

You should choose a package that best fits your needs, taking into consideration your site map, wireframe, content, and list of concrete features and specifications that you came up with in your initial meeting.

After you have chosen your package and created an account with WordPress, the intuitive software will help you build your site.

When building your website, be sure to stick to your brand guidelines! A well managed, and cohesive brand is vital for a good-looking website. Learn more about branding for arctic tourism businesses, here!

Go live!

Once your website is ready to go, its time to publish and set it live!

Prior to this, you should make sure you’re ready. We have a checklist we go through with all our arctic tourism clients, here some examples from that list:

  • Go page-by-page throughout the website and click on all the links to make sure they will send users where they are supposed to.
  • Try out your contact form if you have one, submitting a “test” entry to make sure it delivers to the appropriate email address.
  • Enter the URL for your website in all the popular browsers including Chrome, Firefox, and Safari to make sure it looks good.
  • Visit your website on mobile as well to make sure it is properly mobile optimized.

With WordPress, you can point the domain name from your old website to your brand new one.

At that point, your new website is fully functioning and ready for visitors!

—

Is your arctic tourism business ready for a new website?

We hope that you’ve found this glimpse into our work helpful, but if you feel like you want to hire us to take care of the whole process for you, you can book a free consultation, here!

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