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W&D Weekly
January 20, 2016
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The Latest
The Industry Pulse

Positive market conditions lay the groundwork for continued growth in the window and door industry. This was the overall takeaway from this year’s Industry Pulse report, which looks at statistics in the areas of sales and margins, employment levels, production capacity, product trends, and marketing insight. Read More

Window & Door Preps Top 100 List
Window & Door magazine is preparing the annual Top 100 Manufacturers list, to be published in the March/April issue. Manufacturers are encouraged to update their listing today. Update Listing

 
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More News
Window & Door Expands Editorial Team
 
Deceuninck North America Announces New VP of Sales and Marketing
 
Therma-Tru Gets New President
 
Denver Tops List of Hottest Housing Markets
 
WTS Paradigm Launches New Website
 
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Product Spotlight
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The Talk

By Ben Landers

Most business owners agree that having a great website and overall presence online helps generate leads and grow sales. Most also agree that their company’s website is one of their most valuable marketing assets. But many do not have an online marketing strategy.

Instead of jumping from tactic to tactic and trend to trend, take your business goals and create an overarching online marketing strategy to help get you there. Here is a basic five-step strategy to get you started.

Step One: Track
A strategy is a plan to achieve a goal. To achieve your goal, you have to accurately track your progress. Set up a Google Analytics account, a good call tracking platform, and hire or contract with someone that can help you combine this data with your sales data.

Step Two: Transform

Next, transform your website from an online brochure into a virtual sales rep. A great website should be aesthetically pleasing, utilize a content management system, display well on mobile devices, rank on the first page of Google searches and convert at least 5 percent of visits into leads.

Step Three: Maximize
A great website is only great if people actually see it. In order to get more qualified prospects to your website, take steps to maximize your online real estate. Invest in pay-per-click advertising and search engine optimization, social media, industry-specific sites like Houzz, and local sites.

Step Four: Optimize
Use the analytical data you set up in step one to test and optimize your site. Look at which calls-to-action work best for your site’s online contact forms and how long visitors spend, say, viewing pictures. Think about how you can convert more of those visitors into leads. These types of considerations are the basis of your website optimization tests.

Step Five: Build
Lastly, take deliberate steps to build your industry authority online. Great ways to do so include blogging and participating on specific social media sites. By creating and sharing high-value content that answers your prospect’s questions, you help your prospects make better buying decisions and create the perception that you are the authority for what you do.

Get Strategic in 2016
If you don’t have an online marketing strategy, start with the one outlined here as well as in this handy online marketing strategy infographic.

What do you think? Do you have an online marketing strategy that you employ or do you switch up your marketing tactics depending on what’s trending? Do you have a strong online authority? Take the poll, leave a comment and/or email your thoughts on the subject.

Do you use any of the following tools to boost your online authority?
Online educational content
Engaging social media posts
Testimonials and awards
All of the above
None of the above
Other (add in the comments section)
 

What Is The Number One Reason Your Company Provides An Express Warranty?
Two thirds of respondents to last week's poll report that they use warranties as a sales and marketing tool. Read the Full Results

 
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