In This Podcast:

Ben LandersBen Landers, president and CEO of Blue Corona, provides tips on how HVACR contractors can more effectively market their services on the Internet. Posted on Jan. 10.

Q: What does Blue Corona do?

A: We help home services companies track their advertising. We show them which advertising strategies are working, which aren’t, how much sales revenue they’re generating from each strategy, and we help them create, implement, and manage online marketing lead-generation campaigns through SEO, pay-per-click advertising, and social media. For many of our clients, we end up wearing the role of almost a virtual marketing manager or webmaster, performing everything from routine Web updates, tracking Yellow Page advertising (yes, people still use the print Yellow Pages), and managing and overseeing their blogging and SEO. So, we’re kind of their go-to guy for the Web.

Q: What steps should I take to build my online presence?

A: You have to start with an overarching framework, which allows you a document to go back to when you’re faced with a ‘how much should I invest in that’ question. You should track everything and make data-driven decisions. You want to think of your website as an extension of your sales team. You need to recognize that the Web is a big real estate game — right now there is some real estate that is overvalued, and some is undervalued. You want to cost-effectively maximize your real estate. And, you want to always be testing. You want to examine how many visitors are coming to the website and ask ‘how do I convert more into leads?’ Finally, you want to be the authority for what you do in the markets you do it.

Ben Landers
President and CEO, Blue Corona

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Publication date: 3/3/2014 

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