Getting Business From Your Blog

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If you’ve got a blog, you should be getting something from it. It could be traffic to your website, or people walking in your store or business or phone calls asking about your products or services. Hopefully you’re contributing to your blog, adding regular content to it – at least once a week. So how do you convert people from readers to something more useful?

There’s a number of things you should be doing.

1. Write in a casual, friendly voice. Nearly all blogs are written in a personal voice, not a corporate one. Use conversational tone and a simple vocabulary. Even a little slang is fine, and humor is great if it’s appropriate to the subject. Really, it should sound like you would if you were chatting with a customer.

2. Don’t be complex. If your subject is really complicated, try tackling just one aspect of it. A blog post is not something most people really concentrate on so don’t make your readers work too hard. If you take one point and explain it thoroughly, you’re likely to be appreciated more than if you tried to explain everything about your products or services in one blog post.

3. Be useful. Help your customers. Give them tips, helpful advice or useful information. But don’t always expect to make money from the help. Just provide useful information. A company that makes healthy makeup wrote a blog post explaining the problem with some of the ingredients that other companies used and mentioned that they didn’t use any of those ingredients. There was no sales pitch for the products. They started getting calls from readers, asking for more information about their ingredients.

4. Keep things brief. Make your sentences short and to the point. Use simple sentence structure. Remember your English lessons from school!

5. Don’t wander! Stay on the point. When you are done writing your post, let it sit for a little while and then take a look at it and make sure you stuck closely to the point you intended to make. Trim out anything that’s unneeded.

6. Don’t emphasize sales in your blog posts. Blogs are not sales brochures. It is better to be informative about some aspect of your products, services or even your industry and let people make up their own minds. For example, if you sell fine wood flooring, don’t be afraid to discuss carpets or other home decor items or color schemes to create different moods. Your customers will see you as helpful and are more likely to tune back in to your blog at another time.

It’s okay to “curate” information from other sources. By this is meant to sift through other information from your industry and select out the best information you would like your customers to have. Just make it your own, give it your spin and personal interpretation.

Now, that being said – it would be natural to mention your products or services from time to time. Just remember that this isn’t the place to pitch them hard.

And in line with our own advice, we can provide you with great blogs on a regular basis! (See how that works?) Call us for more information.

If you have a small business and a smallish website, can you ever compete with bigger brands?

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You might think that a small business could never compete with a big store or a big chain store’s internet presence. Let’s suppose you have a hardware store with a local clientele that has been buying from you for many years. Can your website compete with those belonging to big national chains? According to Matt Cutts, it can.

We’ve talked about Mr. Cutts before. He is the “Face of Google.” He appears in an apparently endless stream of informal videos on behalf of Google, answering questions, explaining changes and updating the public on the way Google operates. Truly, Google is such a complex machine that a little explaining is required for most of us.

In a video posted on April 23rd of this year, he addresses this question about small websites. He claims that a small site can indeed compete with larger sites. Large companies often develop multiple levels of approvals for any sales or marketing campaigns so they are notorious for becoming slower, lumbering dinosaurs when compared to small companies where the CEO or owner is in direct contact with the people running marketing or the website.

The key to competing is to have quality, relevant content. In some instances, the company that can activate the most relevant, quality content the fastest can win web visitors, interest, sales and steady customers.

Let’s go back to our hardware store. Let’s look at the owner of that store who has a person right in the hardware store office who maintains the website, creates online flyers and specials and adds content that the customers might find interesting. And now let’s imagine a media event that relates to the hardware store – like a major celebrity gets interviewed on a large cable network and says that next week, he is going to go work on a couple of Habitat for Humanity houses. (This is an organization that builds or renovates homes for charitable purposes. People who live in substandard housing or can’t afford a home can receive an affordable home courtesy of Habitat for Humanity.)

In a small, nimble company, the CEO and website engineer can have a promotional campaign worked up in an hour and posted in a couple of hours. They can announce a donation of building supplies to the celebrity’s project or offer to match donations from their customers. The nimble store might also get some media coverage by calling a local television station and getting them out to interview the CEO and shoot some footage of customers donating to the charity.

It might take the large store a week to plan and launch an online campaign.

In that intervening time, if the local public looks online for information about the celebrity’s project, they are likely to find the small store’s information.

Mr. Cutts recommends focusing on a specific aspect of your business that might give you an edge in your corner of the business. Just do a very good job of providing superior content that relates to the products or services you provide.

This is, of course, a service that Visual Edge Design can provide for you. You should be thinking of updating your site with relevant information about your field on an ongoing basis, answering questions your potential customers might have and providing tips that help people understand the best way to utilize your products or services. Your site will be rewarded for having valuable, timely, relevant content. Now, the way that Google figures out that your content is valuable, timely and relevant – we’ll have to take that up at another time, in another blog post.

Google, Its Algorithms and You

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First, I better remind you (or explain to you) what an algorithm is because that has everything to do with the power Google has in our world.

An algorithm is defined as a procedure or formula for solving a problem. That’s the mathematical definition. When you’re talking about computers and the internet, an algorithm refers to a procedure that solves a recurrent problem. For example, like when you and 5,000 other people search for “truck tires” on Tuesday. Google and other search engines have built incredibly complex programs that search all the world’s accessible websites and select the most relevant (they hope) results and offer them to you. That automatic, machine-driven program is referred to as an algorithm.

Algorithms are constantly changing. Companies have been competing for more than a decade to offer the most valuable, relevant search results. While long ago, Yahoo!, Excite and AltaVista were popular search engines, they lost to Google. Let’s see how badly they lost.

This pie chart from Neil Patel at gives us instant insight into the dominating position Google holds in the business of providing search results. It shows how many of today’s searches are carried out by our top search engines.











Google obviously rules, followed by Bing, Yahoo, AOL and You’ll see that Alta Vista and Excite don’t even show up on this chart. They lost. Google won.

Some Businesses Live and Die by Google’s Updates

You can easily see from this chart that if a business doesn’t provide Google with the clues they need to select that company’s website for search results, their website may disappear right off the map. So there is an entire industry dedicated to tracking what Google has done, what it plans to do next, and how companies can maintain their search engine result standings. If a company’s site shows up on the first page of search results, that’s where they want it to stay.

So every time Google makes a major or even a minor change to their algorithm, there’s a lot of scrambling while people figure it out. Sometimes, Google has one of their tech staff (usually Matt Cutts) explain the change but sometimes, there’s nothing. A company that used to be in the first ten search results now appears on page ten. Effectively, they are dead in the water. There are companies that lost millions of dollars when Google changed their algorithm and suddenly their websites were nowhere to be found in the search results. To be fair, Google provides extensive training and informational videos and articles telling companies the right way to build their sites. I happen to know that one of these companies that got hit so hard built their site the fast and dirty way, not by building a quality site that served the customer.

The Hummingbird Update

Last August, there was yet another change to Google’s algorithm. And this time, there was no accompanying explanation. But plenty of people have analyzed the changes in results to determine what was modified.

Google is moving in the direction of more intuitive, intelligent relationships with its users. A year or so ago, Google began to be able to work off synonyms, not slavishly following the keywords in your search terms. For example, you could ask for “Birkenstock sandals” and Google now offers pages that sell other types of healthy, ergonomic shoes.

Now, Google is moving even further in this direction by trying to interpret what you are asking. If you search, “How many calories do eggs have?” and then moments later ask, “How much cholesterol do they have?”, Google will know you are still talking about eggs. Consider that Google is patiently trying to have a conversation with you. Voice searches (similar to Siri on the iPhone) are not far off. Google not only listens to your literal words, it also interprets your meaning and works from that.


This is the Hummingbird update. There are also features that make the search engine work better on mobile devices. There are more than 200 different factors Google looks at to determine what pages to offer you when you search for “Good restaurants in Tampa.”

So now, unless you’re a web development geek, you know more than most people around you about Hummingbird.

So What Does this Mean For You?

Basically, it means that your website should be fast and efficient. It should be provide excellent, complete information for a customer who might be looking for your product. Your products or services should be explained in detail and frequently asked questions should be answered in full on your site. Your images should be original whenever possible. All these factors would make your site appealing to a customer and Google is trying to stand in for that customer and provide him with your site when that’s really just what he is looking for.

We can help you analyze what your site might need to make it up to today’s standards. If it has been a couple of years since you did a major update, it’s a very rare website that would not need to be updated. Call us to find out how we can help.

Business Blogs Rule!!! Do You Have a Business Blog Yet?

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Business Blogs Rule!!! Do You Have a Business Blog Yet?

So we’ve told you before that the website for your business should have a blog. We’ve mentioned that a couple of times now. Are you still not convinced? Maybe you need a little more convincing?

Would it help if you heard some of the wins from corporations that are using blogs?

How about the fact that there are 17,000 blogs by IBM employees? There have been 15 MILLION downloads of employee-generated videos or podcasts since their involvement in employee blogging started.

Microsoft was famous for allowing employees to create their own individual blogs early in the evolution of blogging. Now, they not only permit it, they feature an index to employee blogs at The blog subjects run the gamut from business management software deployment to geothermal energy storage devices. There’s blogs on the National Football League and Outlook, the Microsoft based email service. You’ll note that not all blogs feature Microsoft products or services. Some also get into the charitable programs Microsoft employees are involved in – a PR plus for the company as well as the individuals.

An early analysis of the Microsoft employee blogging activity notes that allowing – even encouraging – employees to maintain their own blogs enables key people from within the company to communicate directly with customers without a PR or marketing spin. It also puts a human face to a very large corporation and in fact, it provides a way to document the development of product ideas.

Forbes Magazine’s Model of Blogging

A few years ago, Forbes Magazine was just a business news magazine. Well-known and successful, sure, but not known for their blogs. Now, they are.

They have almost one thousand authors and hundreds of thousands of blog posts from these authors. Their online audience doubled in one year, from 15 million unique viewers to 30 million. That is very powerful growth.

But You’re Not Microsoft or Forbes, Right?

Blogging still provides value for small companies. Of course, as we have said before, your blog strengthens your website when it comes to those all-important Google search results. This is the easiest place to get new content added to your site on a regular basis.

But still, even for a small company, it enables you to put a helpful public face out there for all your potential customers to find. You can explain your products and services and help people understand why they need them.

The way blogs are written is very different from the way books, websites or news articles are written. It’s a natural voice that makes the information from a company, corporation or news source very accessible to the average man or woman on the street. I would bet you that’s part of the reason that blogs have brought such strength to these major corporations. Otherwise, all you’d ever get out of companies like Microsoft and IBM is the typical press release or marketing brochure.

We provide a constant stream of blog posts for many of the companies we support with websites and other content. And we can do the same for you. Ask us for more information!

Carlos Bernot

What!! Your Website Isn’t Mobile-Friendly Yet?

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If you have invested in a fully up-to-date mobile-friendly website, you can safely skip this blog post. Unless you’re just curious to find out how right you really were. In that case, just keep reading.

But if you haven’t made that jump yet, here’s something you ought to know.

More people are using their smartphones or other mobile devices to look for products or services like yours. About half of them are ONLY using their smartphones. To compete, you need to adapt your existing site to the new technology of mobile websites.

Google Helps Us Out with Some Survey Data

Here’s some statistics that Google is making available.

  1. 48% of folks who are out on the road and searching for products or services start by pulling up a search engine like Google or Bing. They are not going straight to a specific website. For example, they go to Google and type in “buy lumber in Tampa” rather than going to That’s significant because it means you have a chance to compete in your market. You just have to be easy to find.

  2. If you have anything to do with the beauty market, here’s a statistic for you. 46% of people shopping for beauty products or services do not have a definite brand in mind when they set out to shop. Again, this is good for the same reason. You have a chance to grab that traffic if your site places well in Google (and other search engine) results.

  3. More than half of those consumers who are on the road want to buy whatever they are looking for within the hour. Whether it’s a meal, new tires, patio furniture, dog food, a facial or athletic shoes, they left the house with the intention to buy and they want it now.

The bad thing is that nearly every consumer that’s using mobile is still finding sites that are obsolete. According to Google, 96% of consumers answered a survey saying that they were still finding sites that were clearly not set up for mobile.

Given the growing popularity of mobile, an investment in an updated website is a necessity.

The Point is…

I don’t want to drown you in statistics, so I’ll just say this. In further surveys, consumers definitely described themselves as warm toward mobile sites and the businesses that went to the trouble to update their sites and very cool toward businesses that didn’t make the effort.

Well, just one more statistic: “48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business.”

If you’ve got a website, it now needs to be updated to be mobile-friendly. This doesn’t have to cost an arm and leg; in fact, it’s probably less than you think.

It’s easy to find out – just call us. Whether we built your website or not, we can convert it so it will be fast to load, easy to navigate, and friendly for that mobile user looking for your business.

Kevin Dublin

It’s Not All About Search Engine Optimization – It’s About Conversion

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The latest buzz in internet marketing is no longer search engine optimization. Nope, it’s conversion. What does this mean? It means that once a person arrives at your site, your website is as effective as possible at converting that person into a sale or a signup or a registration, whatever action you’re looking for. I’ll explain more – but first…

I should mention here that search engine optimization is as significant and vital as ever. You must have your fundamentals covered well before you move on to being concerned about conversion. Your site has to be built and written correctly to appeal to the correct audience and just as importantly, it must rank very well in Google search results so people can find you.

It’s just that now, savvy companies are moving on from this fundamental to driving their conversion rate up. Conversion is really the reason you have a website, after all.

How can this be done?

Well, there’s a long list of ways. I’ll discuss a few.

  1. Where’s your phone number? There’s something called the “fold” that dates back to days when newspapers were the main channel of news. A hot news item was “above the fold” – literally, higher than the middle of the page where the newspaper was folded to fit into a newsrack (one of those coin-operated sales machines). A lesser news item was placed below the fold. The same concept applies to a web page. There’s only so much of a page that will appear on the average monitor. Your phone number needs to be “above the fold.” If it isn’t, have it moved up. More people will call, as long as your website is otherwise reasonably effective.

  2. Is your call to action clear or is it cluttered and obscured? Are you offering half a dozen different things? Is the main offer obscured by too many images and gimmicky things to look at? Simplify the page and lead people to one action you want them to take. You will probably get more takers. You may want to make your call to action stand out by placing a colored box saying “Click here” – “Sign up here” – “Register now” – whatever applies in your situation. You probably want it to appear above the fold as well.

  3. Are your pages far too long? There are ways of determining how far down the page your average reader gets before he gives up. If no one is reaching the bottom of the page, you might want to get more concise. Arrive at your point sooner. It used to be that pages had to be fairly long to rank well in Google search results but that’s not as true as it used to be. Write to sell your clients in an efficient manner, make every word count. Wrap it up with a call to action. The key here would then be testing. Test a shorter sales page and then compare it to the results you got from a longer sales page. You might need to get exclusive phone numbers for each to make it an accurate test.

Now, you see how much you’ve learned in just a few minutes? If you want to know more about how your website can benefit from conversion optimization, just give us a call.

Carlos Bernot

A Brave, New, Interconnected World

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According to Google, the world’s most popular search engine, 97% of Americans who use the Internet at all are using it to search for local goods and services. But more than half of America’s small businesses don’t have websites.

The other (almost) half of small businesses in this country DO have websites, but few of these websites are really being utilized to their full potential. That’s because the online world has been changing so rapidly over the last few years. This rate of change will only continue or accelerate.

A dozen years ago, all you really had to do was get a nice-looking website designed and add some content relevant to your business or activity. That was enough to make your site serve its purpose. It’s just not enough any more.

It’s not so much that there is now more competition for that little bit of virtual real estate, although that is true. It’s that both the functionality of the internet and the thinking processes of users have changed. People need and want different benefits from the information on the internet. Those changes have guided the front edge of development of the internet (and vice versa), the way searches work and the interconnected nature of many of the resources out there.

Social Media Enters Right About Here

People are sharing information at a truly mad rate these days. People are posting their activities to Facebook, tweeting updates on Twitter, splashing their photos across Instagram or Flickr, perhaps blogging about their experiences and writing reviews, reviews, reviews. Consumers are checking for ratings on the products they want to buy, looking at reviews from other customers and browsing the Better Business Bureau and Angie’s List before they commit to a home or auto repair.

Amazingly enough, Google, Bing, Yahoo and other search engines manage to keep all this information straight. So if a person in Cincinnati, Ohio wants to check out Lou’s Auto Repair, located around the corner, that person can quickly have a long list of reviews, Facebook comments, photos and other information about that business in a matter of seconds.

Old style websites that simply offer the same information, day after day, will not be able to compete with sites that link in to all these rich resources. To keep up, a company now has to keep their online presence alive, fresh, connected and fully functional. Some of the actions a company would need to take to keep their online presence in tip-top condition:

1. Have a Facebook page that is well liked (which means hundreds or thousands of

likes, depending on the potential audience for that company)

2. Post articles to their Facebook page that all link back to their business website

3. Monitor and respond to reviews, both positive and negative

4. Add fresh and very relevant content to their business site regularly

5. Keep all links and pages fully functional

6. Utilize any other social media that would be relevant, such as Pinterest, Flickr or

Instagram for photos

7. Enlist the help of an up-to-date web development company (such as Visual Edge

Design, of course) to keep the out-of-sight details used by search engines fully up to current standards.

A little more on this last point since it is significant. Google, Yahoo, Bing and other search engines look in certain places for information on what your site is about and other facts, such as location and what products or services are offered. This fairly technical content is never seen by a visitor to your website, but is critically important to your ranking in search results. No matter who built your website, it needs to be updated on a regular basis just to keep up with the changes in technology. It needs to be reviewed on a regular basis to make sure all the pages connect properly.

If you have a website, you now need to be thinking with maintenance of this basic type and other types that we will cover in future articles. This is just scratching the surface of optimizing your website for search engines. Stay tuned to learn more.

How Emails Can Profit Almost Any Business

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I would be willing to bet you that anyone who is active on the internet gets plenty of email traffic from businesses they have frequented. Now, I’m not talking here about offensive spam. You know which ones I mean – the kind that you wish you have a “Delete and Destroy” button for, not just “Delete.” No, you really don’t need to buy counterfeit Viagra from a foreign country, thanks anyway.

I’m talking about emails from websites you have purchased from, or local businesses you visit regularly. If the businesses you frequent are on the ball, they collect email addresses, especially from the more dedicated customers, and send them useful or informative messages that generate more business.

At a health food store I frequent, there is almost always a clipboard at the checkout lane that invites me to add myself to the email list. It’s interesting to me to note that there are always names on this list. People add themselves to this list every day and since this has been going on for years, this store must have tens of thousands of people on their email distribution list by now.

Take a Tip from the Power Company

So what can you do to increase the viability of your company, once you have these email addresses? Power companies in various cities have had the habit of adding a little electric company newsletter to their bills for many years. You’ve probably seen these, maybe read them or at least glanced at them. For me, it always created the impression that there were real people somewhere in the power company, not just wires coming to my house. Don’t know if that was their intent but it was what I noticed.

There are many effects you can create on your customers and potential customers by sending them regular emails.

You can, for example:

  1. Remind them that you are still alive. This is sort of rock bottom, but it is far better than their wondering if you’re still over there on the corner of State and Main, still in business.

  2. Explain your products or services better. A car repair company can explain what happens when tires get worn. An insurance company can help people understand who should have term life insurance. A hair salon can explain how hair problems can be solved with a new line of products.

  3. Give people a reason to buy now. Send out coupons or special prices for certain products that month.

  4. Remind people of special needs they might have for your services at that time of year. A boutique could stock a supply of prom dresses before these events start and send out photos of the dresses in emails, even offering to schedule an appointment for shopping or a fitting. An auto repair shop could recommend a winter roadworthiness check. A heating and air conditioning company could send reminders of pre-summer checks for AC or pre-winter checks for heaters.

  5. Tell people about special events, open houses, experts coming to your business to give presentations, workshops.

  6. Find out what your customers want or how their needs might be changing just by asking them outright.

Emails can do a lot of work for you. By sitting down once every few months and brainstorming out a bunch of ideas, you can send a weekly or bi-weekly email without having to stress over it each month. With regular communication like this, you can markedly enhance your relationship with current or future customers.

And if you have a fairly large list, let’s say a few thousand at least, then sending from your own email account might not be such a great idea because of issues with your service provider. If that’s the case, get with us and we can help set you up with a method.

Building Authority for Better Search Engine Optimization

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The game of having a successful website has a lot to do with search engine optimization. And as just about everyone in the world knows, the most popular search engine is Google. It’s a little scary, how much influence this company has, but I can’t really argue with their intent. They keep modifying their functionality with the goal of providing the user with useful, reliable information.

The concept of “authority” has long existed in the Google universe. Google attempts to find measurable criteria for determining if a website possesses authority and if it does, it places that website up higher in the search results.

For years, companies tried to artificially build up their authority. And for the last few years, Google has found ways to penalize companies who used these artificial means.

For example, the number of links to a website tends to show its authority. There are plenty of links to CNN, to YouTube and to Facebook. For several years, there were websites that simply sold links from that website to yours. Of they would trade a link on their site for one on yours. This worked for a while but then stopped working.

Why Purchased Links Don’t Work

I know one company who used this method and every other sneaky trick in the book to obtain scads of links to their website. It worked – for a while. I tried to tell them that this was simply not sound marketing but they didn’t want to hear it. When Google overhauled its system for recognizing authority and stopped counting these non-authoritative links when preparing search engine results, this company got hit very hard. I don’t know how many millions of dollars they lost. They had been relying heavily on a couple of strong websites and they practically had to start over.

This brings us back to quality content once again. If you add useful, accurate information to your site, you’re going to build authority. It might be a bit slow, but you’re going in the right direction.

Now, you should be creating posts on Facebook and adding tweets to Twitter about the information you post. This will get people going to your site and reading. And if your information is useful, you will start building links the right way. People will share the information on Facebook or Twitter. Or a few people might mention your site in their blog posts. It’s all going in the right direction.

The age of a website is also a factor. There’s really no solution for that one except to add more valid content and let it age – like a fine wine!

No Duplication

I can remember the days when it used to work to copy large amounts of data from – oh, say a government site – and pad out your website with it. You used to see this a lot – long pages that quoted government publications. It totally doesn’t work now. In fact, duplicative content of any kind is useless and will actually work against a website.

Maybe you’ve never quoted long passages from public domain information. But if you run articles in more than one place on your websites, or on more than one website you own, you need to stop. All your content needs to be unique. Really, truly unique.

Any business is going to be talking about the same materials, products and uses in many of their articles and that is not the problem. Just assume it needs to be unique and useful.

It might work to think of Google as Santa Claus. “He knows if you’ve been bad or good so be good for goodness sake.” Google keeps building the ability to operate in more intelligent ways so trying to outsmart them is not useful. Just keep adding quality, timely, useful, accurate information in as much volume as you can. Promote your services and drive people to the site. Let Google take over from there.

It’s not quite that simple, but it’s still good advice.

And if you want the full story, you can always call me at 727-446-0834…

Carlos Bernot

Answering Questions, Building Relationships

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Answering Questions, Building Relationships

So you’ve got an online presence. You’ve got a website, a Facebook page, a blog you are adding content to on a regular basis. You’re on LinkedIn. You even posted a couple of videos to YouTube. This is a good start but do they end up making you money?

If the content you have been posting is random, based on whatever struck you when you said to yourself, “Wow, I better add some social media content,” then it might not be doing a lot of good for you.

But if you think through the process of building a relationship with your customers or potential customers, you may reap more profits from your online investment.

Answer their Questions

Do you have a product that people need but don’t know they need? Suppose you had a pest control business that used non-toxic chemicals to get rid of ants, termites, roaches and the like. You’re in a minority and a lot of people may not know enough to look for you. You need to get a lot of information out on to the web to start building an understanding of what you offer and why.

You might want to start a series of blogs on toxins in the home – ALL KINDS of toxins in the home, not just pest control toxins. Become a go-to guy for answers about having a non-toxic home.

You might alternate these with information about how allergies might be able to be improved if an environment has fewer chemicals in it. Throw in some testimonials.

Do you have an air conditioner business? Do you offer seasonal maintenance that will save people money? Offer a whole series of money-saving tips, with some that relate to your services and others relating to the expenses of owning a home.

Video Content, Too

The pest control business can offer a series of videos on identifying pests, how to make your garbage pest-proof and much more. There’s so much that you know that your potential customers don’t know. Just make very simple videos that explain one or two simple points in each one.

The air conditioning business could make videos explaining the mysteries going on inside your air conditioner. I, for one, would like to see this series of videos.

Then you can write a blog about the video and even send an email out to your customers and prospects for whom you have an email address. Direct them to the video. And of course post the information to Facebook. So you get at least four separate communications from each subject you come up with.

And ask for feedback! Comments! Be honest and say you are new at this and you want to give them information that is valuable! Did you succeed? Ask them to tell you what they like about the video, don’t like about it or other topics they want to see addressed.

This begins to build a relationship with those who see your social media content.


Pay attention to the feedback and comments you get. When you get one that feels significant because you know it is a common opinion or misconception, respond to it. If someone has a complaint, handle it and then go inform other people of how a complaint came up and you were able to address it (keeping the complainant anonymous, of course unless they really insist on going public).

As you continue to inform your potential customers and respond to their needs and questions, you build a closer relationship. It’s that relationship that you are really looking for. This is the factor that will inject power into your social media marketing activities. It will take a while to build up to this point. The right time to start is right now.

Carlos Bernot