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W&D Weekly
November 6, 2013
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The Latest
Energy Star V6 Nearing Completion

After several rounds of revisions, the final draft of Energy Star Version 6.0 for Windows, Doors and Skylights is nearing completion, aiming to improve product availability and reduce transition costs...read more

 
Stage Set for Win-Door North America 2013
The 2013 Win-Door North America event returns to the Metro Toronto Convention Center, November 12-14, where more than 120 exhibitors will display the latest in windows and doors, components, software and fabrication equipment….read about the products on display
 
Chelsea to Increase Lineal Production Capacity
Chelsea Building Products Inc. announced plans to invest in new high-capacity vinyl profile extruders and downstream equipment for its production facility in Oakmont, Pa., during fourth quarter 2013…read more
 
 
More News
Guardian Announces Price Increase
Kenyon's Glass Launches Website
PGT Reports Highest Quarterly Sales since 2007
Masonite Names New VP for Residential Door Business
Roundy Joins Deceuninck as Western Regional Sales Manager
Caldwell Celebrates 2,000 Days Without Lost-time Accident
NanaWall Featured in Top-ranked Solar Decathlon Project
The Talk

By Welton Hong, guest blogger, Ring Ring Marketing
There are many ways in which a thoughtfully designed Internet marketing campaign can build and convert leads for window and door businesses. From improving your website's search engine optimization so that it appears higher in search results to targeting local homeowners in specific demographics with mobile marketing, these methods can provide an excellent return on investment for your business. But how important is social media to a successful campaign?

My answer: in the big picture, it's very important. Establishing a strong presence on Facebook, Twitter and other major social media networks will provide you a sizeable advantage over your local competitors over time.

This is especially true now that Google is factoring your company's overall "social influence" more strongly in deciding your relative importance in the industry. The more important Google believes your company to be, the more prominently it will appear in local search results.

However, note the aforementioned phrase "over time." A social media campaign is part of your long-term strategy. If you're looking to build your client base quickly in the short term, you're not going to see a substantial improvement right away from social media.

Social media is best for building your brand, establishing credibility, and maintaining relationships with current and previous clients, which obviously also goes a long way toward great word-of-mouth.

For more immediate results, you'll see much greater return from initiatives such as pay-per-click advertising, which will position your business above organic search engine results. PPC ads also can be precisely targeted and very easily modified, letting you tweak your approach on the fly and have a new pitch "live" almost immediately.

That's certainly not to say you should ignore social media. It's not some fad that's going away, and as Facebook, Twitter and other networks continue to establish ways for small businesses to advertise themselves, they're going to increase in importance. But social media also requires continuous time and effort from you, an employee or someone you pay to post. 
 
A successful Internet marketing campaign is engaged on several different fronts, and social media is certainly a key component. But consider it an investment in your company's long-range infrastructure, not an immediate solution to building your customer base. How does social media factor in to your marketing plan?  Post a comment and share your thoughts.
Is social media part of your Internet marketing plan?
Yes
No
Not yet, but we have plans to implement a strategy soon
 

Is M&A Activity on the Rise?
Most respondents see M&A activity accelerating with improving markets, and very few see it slowing down...read more

 
The Outside View
Slowing Sales
From NAHB Eye on the Economy
Home Builders Have Marginal Concern for 2014
From The Wall Street Journal

 
 
Recent Introductions

Ultra-Lift Extreme from Caldwell Mfg.
 
 
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