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YouTube Marketing

Making YouTube part of your marketing strategy

Content marketing is crucial for gaining more customers for your Plumbing or HVAC business via the World Wide Web. While there is always a place for informational text-based posts and pages, videos can actually be more effective for generating maximum audience engagement and a higher conversion rate.

YouTube has become an increasingly popular engine for search, and is second only to Google when it comes to do-it-yourself projects and other helpful videos; in fact it is actually the third most popular site on the Internet. YouTube is highly featured on a typical Google search, so it is important that your specific channel must be optimized in much the same way as your website. When performing a search on YouTube you will notice that its setup mirrors Google with paid listings at the top and organic results below them.

How to get a vanity URL

All successful YouTube channels must have a visually catchy icon, banner, a name and a vanity URL that coincides with your company. A vanity URL ensures a more streamline connection, a better click through rate, and increased user traffic. This type of domain actually incorporates the name of your company rather than a mess of seemingly random letters and numbers. However, to receive a vanity URL there are some stipulations that must be abided by in order for this to be possible. Your channel has to be active for at least a month and have 500+ subscribers to turn those letters and numbers into a coherent and applicable URL. You also need to have uploaded channel art and an icon photo to claim the domain that you desire.

Getting your YouTube channel to rank

Informative YouTube videos are perfect for Plumbing and HVAC businesses, as existing customers and prospects always have questions in regards to these specific industries. By answering inquires through the utilization of strong video content you can establish yourself as an expert in your field and gain more leads due to the fact that you are providing extremely helpful direction to people who are in need of your services.

Incorporating widely used terms that correspond with your business in the channel keywords, title, and description of each video will help to improve your YouTube ranking. There are several useful tools such as Keyword Planner in Google AdWords that can help you to generate an effective list. When writing a description for your video try to make it as detailed as possible for a better online presence. You can also create a playlist for more direct visibility.

Your videos should be of the highest quality or people will go somewhere else to obtain the information – they should always be presented in high definition. It is also good to develop a professional lead in and sign off to give your YouTube videos more impact. Additionally, make sure to include links to your website and social media platforms on your channel, as well as links back to YouTube everywhere that your company appears online. Have the URL listed on your business cards and any other tangible advertisements for your Plumbing or HVAC company.

Maximizing conversion with your YouTube campaign

Your YouTube channel homepage should be describing your company as a whole, so it is imperative that it is captivating and represents the unique aspects of your business, which will entice visitors to choose you over your competitors. You will want to create an all-encompassing video that is set up to play automatically when visitors navigate to your channel.

Designing an eye-popping thumbnail photograph for every one of your company’s videos will increase the probability of people watching it, liking, and sharing it to their friends, family, and coworkers, helping to significantly boost your rankings. You can also repurpose your videos to be used in blog posts, emails, and digital newsletters. The more places that your videos appear the better your chances are for converting viewers into sales. Lastly, YouTube gives you the option of adding subtitles to your videos, which is not only beneficial for certain customers but will also ensure better placement on all of the major search engines.

If a picture is worth a thousand words, imagine just how effective YouTube marketing can be for your Plumbing or HVAC business. Take the time to incorporate video advertising into your campaign and the results will speak for themselves.

Plumbing & HVAC SEO can help you design the perfect online marketing strategy for your business, just click here to schedule a time to talk with us or call 866-610-4647.

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Social Media Marketing Podcast For Plumbing and HVAC Contractors

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How to Create Timeless Content

by Brett Miller on July 23, 2015

 Evergreen Content

Why evergreen content is so important

Did you know that evergreen trees are able to maintain their leaves during every season? That’s right, when autumn hits and disgruntled homeowners head to their yards to start raking evergreens continue to stand tall, full, and proud. Meanwhile other trees around them are changing colors and wilting away during their beautiful but inevitable decline. What does any of this have to do with marketing your Plumbing or HVAC business online? The term evergreen content refers to any type of information that will stand the test of time – whether it’s a video, blog, social media post, or even a single image.

Infinite traffic to your website

Current trends in the media, news broadcasts, or statistic-based articles that will be obsolete within the year will lose their full value in a relatively short period of time. Now there is nothing wrong with current events, holiday well wishes, or trendy remodeling ideas, because these types of topics serve their purpose too, but if you want to keep driving people back to your website decades down the road evergreen content is a must.

For the purposes of search engine optimization and converting your website visitors into actual sales you should use a tool like ScrapeBox or Keyword Planner that will help you collect data on what types of things your prospective customers are searching for and the phrases they use to do it. After you have formed a list of short and long tail keywords you can then create posts around these topics.

The 4 most common search techniques

There are several ways people can conduct a search and these 4 categories will give you a better understanding of what is on their minds in order to help build a superior conversion rate.

  • Navigational queries: This visitor knows exactly what they want and can be extremely specific. This is the type of person that is looking to install a Mitsubishi ductless mini AC split system with smartphone capabilities or a smart toilet with a hands-free flushing system. While this can be an easy sale for you it could end up as a big disappointment when they simply move on to one of your competitors, which is why you really need your website to pop and to give them something that no one else can.
  • Informational queries: This is where evergreen content thrives! As a Plumbing or HVAC company you have a nice little niche to work with and providing people with posts like How to Change a Leaky Faucet or The 10 Things You Should Know Before Hiring a Heating & Cooling Contractor is useful to them and beneficial to you. Remember, don’t produce broad content, be very specific, use your keywords without going overboard, and your site will perpetually generate traffic.
  • Locational queries: It is extremely common for a customer to search for a Plumbing or HVAC contractor by location and the combination of the city you work in combined with your job title or service are very popular keywords. A video or article about well-known landmarks or the history of the community you work in can make for great evergreen content.
  • Transactional queries: People are at your website and ready to purchase goods or services, customer testimonials or product reviews are a great way to finalize the deal.

 A new perspective goes a long way

While you may feel that the content you are creating has been done again and again and there are an overwhelming number of posts that are just like yours, you can always put a different spin on it to make it fresh. You never know how many leads you will acquire from one particular piece of evergreen content so get to work and see where your efforts will take you.

At Plumbing & HVAC SEO we offer a number of Internet marketing services that will take your business to the next level. If you would like to learn more about what we can do for you, click here to schedule a time to talk with us or call Josh Nelson at 866-610-4647.

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Facebook Advertising

Changing the way you look at social media

It isn’t often that an interview comes around that will forever change the way people market their business online, but in the latest episode of the Plumbing Marketing Podcast Jeff Morgan and Tosha Everhart have astounded listeners with their amazing digital advertising strategies. To hear the full interview you can click here.

It was 18 years ago that Morgan Miller Plumbing was founded, and although community networking and an excellent track record had already brought them substantial business it wasn’t until Facebook advertising was implemented that they started to see such an amazing return on investment. In 2009 Morgan Miller Plumbing became proud members of the Facebook community, but as things started to get busier they realized they needed someone who could effectively manage this social platform, as well as implement other forms of digital advertising. In 2011 Tosha Everhart joined the team as its marketing director and things haven’t been the same since.

Recognized by Facebook

Morgan Miller Plumbing has grown from a one-man operation to a current staff of 25 employees with 12+ trucks on the road. Just last month they accomplished $300,000 in sales and went from $1.7 million in annual revenue in 2012 to almost $2.7 million in 2015. Jeff Morgan attributes much of their success to Everhart’s breakthrough social media tactics and her willingness to take great risks and think far outside the box in terms of a strong Facebook marketing campaign. The Small Business Council at Facebook has even recognized Morgan Miler Plumbing’s innovative approach, as they are now being used as a prime example of what other companies must do in order to gain more digital reach.

Facebook Advertising

Morgan Miller Plumbing’s work hard/play hard attitude is what sparked much of the creative energy that Facebook users have been seeing across their newsfeeds. With over a billion monthly users checking their feeds multiple times per day Facebook has become one of the greatest outlets for marketing your business online. Jeff Morgan realized a long time ago that print mediums like the Yellow Pages had essentially become obsolete and a digital world had now taken over.

Tosha Everhart used several different forms of digital marketing including television, advertising on Pandora radio, online retargeting via banner ads, and a rock solid social media campaign to extend customer reach across the Web.

Establishing a personal relationship with your customers

“As a company we work very hard, but we don’t take ourselves too seriously,” says Jeff Morgan. Over the years the quirky team at Morgan Miller Plumbing has become one big family, oftentimes hanging out after work, enjoying a meal and perhaps a couple of ice cold beers. This is something that most people find very relatable and it is how Morgan Miller Plumbing presents themselves on Facebook. Humorous posts, photographs of the team on and off the clock, relevant news within their industry, and even an occasional giveaway are all things the team uses to establish a personal and fun-loving relationship with current customers and prospects. They also keep a close eye on which posts get the most likes so they can continue giving their fans exactly what they want.

Listen to the full interview with Jeff & Tasha Now

Play Morgan MIller Plumbing Interview

Click here to listen to the entire interview with Morgan Miller Plumbing.

 

If you would like to learn more about how Plumbing & HVAC SEO can grow your business with our proven social media strategies, click here to schedule a time to talk with us or call Josh Nelson directly at 866-610-4647.

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Lessons From A Competitor, How To Provide Great Service

by Dean Iodice July 9, 2015

I wanted to share an experience I just had the day before the 4th of July.  It was Friday July 3rd the day that everything was closed because this year the 4th landed on a Saturday and all companies legally close up the work day before. There I was sitting on my couch watching Independence Day  […]

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The Local Listings Game

by Brett Miller July 9, 2015

Things that can affect your local listings If you are a Plumbing or HVAC company there is absolutely no doubt that people who are in need of your services are searching for them in nearby locations, in fact one of the top keywords still remains City + Plumber. Who would want a professional coming from […]

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SEO: From Then to Now

by Brett Miller July 8, 2015

How SEO has changed over the years In 1989 something happened that would change our lives forever...the World Wide Web sprang into existence. It’s creator Tim Berners-Lee would then go on to launch its first website in 1991. Little did we know at that time how massive the Internet would become from a marketing standpoint […]

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Retargeting for Plumbing & HVAC Contractors

by Brett Miller July 6, 2015

https://s3.amazonaws.com/plumberseopodcast/Retargeting+for+Plumbing+%26+HVAC+Businesses.mp3 Podcast: Play in new window | Download Subscribe: iTunes | Android | RSS | More Subscribe Options Reel Back First Time Visitors and Make the Sale What is retargeting and why is it so important? When browsing the Internet people seem to have a very short attention span. In the case of Plumbing and […]

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