Know About Internet Marketing
Content
husiness
What to Know About Internet Marketing
S
have only a basic knowledge of how it all works. And chances are, unless you have some major time available, that's probably the best o, how much do you really know about In- you can ever hope for, too. ternet marketing? Do The people who know all the terms SEO (Search aspects of SEO and SEM are an Engine Optimization) and SEM extremely small group of people. (Search Engine Marketing) mean They have spent years of their anything to you, other than lives learning and refining their something you need to be doing methods. Each person has their to grow your business? Do you own area of expertise, and perhave any knowledge of how these forms their part as almost no one processes actually work? else on earth can. If you think about it, our busiI really don't know very much about any of this either. Ironically, ness is probably similar to your own to some degree. As a busi* I have been employed for over a year by an SEO/SEM company. ness owner or manager, your goal is to create a team consisting of So, you might wonder how I can tell you what you need to know. several experts working toward a common goal. In general, the Please read on, and I promise you better the team members are at will have a clear understanding their specific craft, the more sucof what you need to know. cessful the company. I have spent most of my career In most cases, you have a cerin account management. I've also tain amount of knowledge about been involved in a few start up what each person does, but not companies, both as an employee necessarily all of the details. You and owner. probably have some level of trust When I took a leap from a huge marketing corporation to an with each of them, and a sense of upstart Internet solutions company, their performance. I was determined to learn everything about SEO and SEM. I was TO THE STARTING BLOCK sure that 1 would be up to speed To manage an SEO/SEM funcquickly on how everything worked, tion in your business, here is what and the processes in detail. you need to know: • First of all, accept the high I thought by now I would be able probability that you can't do this to write an article that would fully explain every aspect of this busi- yourself. Even if you have the financial and human resources ness. After all, it is only one aspect available to assemble an SEO/ of marketing. But the truth is I still
By John W. Sharpe For The NEWS
internet marketing ¡s a complicated, multifaceted puzzle that ¡s constantly changing. If this uuas a simple process, SEO/SEM firms would not exist. There are numerous avenues for growing husinesses online, and nt's not all about buying clicks or ads.
Every business is unique. So, it only makes sense that the same solution that works for another business will not work for yours. The company you choose to work with should be spending some time with you and your team ...
BECAUSE OF A VASTLY ENHANCED SELECTION OF BOOKS CDS STRAINING TOOLS
1,000
PROOUCTS SOLD IN THE PAST FIVE MONTHS
SEM team, it would be next to impossible to run the operation cost effectively. • Don't delay. The Internet community is looking for information relevant to what potential customers are looking for, well-established companies that will provide the products and services that meet their customers' requirements. Search engines are looking for several qualities within each company's Website and beyond, and one major factor is the length of time a company is recognized on the Internet. With each passing day, it will become increasingly more difficult and expensive to get ahead of your competitors who are already established. Waiting will just make the whole process more complicated and expensive. • Make ¿.ure that your agreement includes a clear description of what you are being offered. For example, you'll want to make sure that the type of business and the territory you intend to capture is defined and exclusively protected. If an SEO/SEM firm is truly working on your behalf to help your company achieve the best results possible, they're not doing you any favors by working for your competitors in the same market. • If you have marketing and IT professionals on your staff, a reputable SEO/SHM firm will work in conjunction with this group. The teamwork concept is vital to the success of most marketing campaigns, and is especially true in this arena. A solid partner-oriented working relationship will assure you that your company's
Jim Johnson Training DVDs
o O O O O O O O O O Electricol Fundamenrats for HVAC/R Technicians - $79.95, plus s&h Uncomplkating the Heat Pump: Electrical Systems Troubleshooting - $79.95, plus s&h Uncomplicating The Heat Pump: Refrigeration & Air Flow Systems - $79.95, ptus s&h Using Schematics to Troubleshoot HVAC/R Electrical Circuits Part 1 - $59.95, plus s&h -> HVAC Electrical Troubleshooting: Deciding Where to Begin - $49.95, plus s&h HVAC Electrical Troubleshooting: Component Testing - $49.95, plus s&h Semi-Hermetic Compressors: Testing, Servicing and Isolating - $29.95, plus s&h Understanding Fan Relays and Multiple Speed Motors - $29-95, plus s&h Understanding TXV Refrigeration Systems: Superheat and Subcooling - $29.95, plus s&h Pius MORE!
DEWALT® Bestsellers
o O O O DEV^/ALT® DEWALT® DfWALT® DEWALT* HVAC Professional Reference - $21.00, plus s&h HVAC Technicien Certification Exam Guide - $31.00, plus s&h -> HVAC/R Professional Reference Master Edition - $27.95, plus t&h HVAC Estimating Professional Reference - $19.95, plus s&h
Popular Books by Leo Meyer
o O O O Practice Projects for Layout for Duct Fittings - $34.00, plus s&h Airflow in Ducts - $34.00, plus s&h -> HVAC Technician's Handbook - $34.00, plus s&h Layout for Duct Fittings - $34.00, plus t&h
ALL OF THESE HVAC RESOURCES, PLUS MORE ARE AVAILABLE THROUGH THE AEC STORE.
Visit AECStore.com or Call Stephanie 248/244.1275 with any questions.,
3O
AIR CONDITIONING, HEATING & REFRIGERATION NEWS • October 2Q. 20DB
SEO/SEM
program will achieve the best results for the long term. • Every business is unique. So, it only makes sense that the same solution that works for another business will not work for yours. Ihe company you choose to work with should be spending some time with you and your team to understand your business and what you're all trying to accomplish. Both parties should have a realistic vision of the campaign's short- and long-term goals. • There are no magic formulas. Internet marketing is a complicated, multifaceted puzzle that is constantly changing. 1 have spoken to countless marketers who have spent thousands of dollars buying clicks and Internet ads, and received little or no return. Let's face it; if this were a simple process, SF.O/SEM firms would not exist. There are numerous avenues for growing businesses online, and regardless of the hype, it's not all about buying clicks or ads. • Try something new. The Internet provides some of the most effective ways to try out different marketing strategies and new ideas at a very reasonable cost, compared to other methods. For example, if you've just added a line of green or energy-efficient products, you can pick out a few of these products and test the market. "Ilie measured responses will tell you most of what you need to know. Whatever doesn't work can be adjusted or replaced quickly. If you're considering a new type of service, you can create a small pilot program with a set budget to find out what level of interest exists. In terms of versatility, no other advertising media comes close. • A sense of performance. As with any type of marketing, you need to have an idea of what your program is doing for you. A good SKO/ SEM company can provide yoy With, any type of data you would imagine. And Ifië information should be easily accessible and readily available to you. • ROI is the key (you've heard that before?) In the I nternet world you can and should have a very detailed account of your return on investment. An idea is perceived, developed, and promoted. When the program is finished (usually at a substantial cost) the results are measured and the ROl is computed. The ability to change your focus in an SEO/SEM marketing campaign is second to none. If something isn't working, or you want to try a new approach, these ideas can often be implemented in days, or sometimes even hours. - Make sure you are comfortable with who you decide to build your SEO/SEM program with.
ONLINE AT WWW.ACHRNEWS.CQM • October 20, 200B
The firm you choose will need to know a lot about your business; not only what you're doing today, but also what your plans and goals are for the future. Because of the information you will share, you need to have complete confidence and trust in it. • Know the company. The convenience of the Internet can also be a big problem, especially if you don't know who you're dealing with. A reputable SEO/ SEM firm should have a physi-
cal location you can, and if it's feasible, should visit. In some way, there should be at least one face-to-face meeting. They should also be able to provide solid examples of Websites, results, and some explanation of their business strategies and practices. In short, do your best to find out as much about them as it takes for you to feel comfortable and confident in their ability to deliver what they are offering. Remember, if every-
thing progresses as it should, you will be doing business with these people for years to come. •
Search Engine Optimization (SEO) is buzzing through all industries. HVAC contractors have adopted the Internet as yet another marketing toot, but how to be most effective is still another challenge.
Ví5ií www. 4wordsystenis. com or call
810-229-8515.
Vehicle Mounted Chargers Availahle
Whether you're crawlirifl into 3flSIVair duct, repairing a I gas connection, or tracking down an elusive coolant leak, Streamlight makes the most durable and reliable lighting tools to help make your job easier and safer. No matter where your work takes you. travel with Streamlight to get the job done right.
^Product #55 at achrnews.com
31
What to Know About Internet Marketing
S
have only a basic knowledge of how it all works. And chances are, unless you have some major time available, that's probably the best o, how much do you really know about In- you can ever hope for, too. ternet marketing? Do The people who know all the terms SEO (Search aspects of SEO and SEM are an Engine Optimization) and SEM extremely small group of people. (Search Engine Marketing) mean They have spent years of their anything to you, other than lives learning and refining their something you need to be doing methods. Each person has their to grow your business? Do you own area of expertise, and perhave any knowledge of how these forms their part as almost no one processes actually work? else on earth can. If you think about it, our busiI really don't know very much about any of this either. Ironically, ness is probably similar to your own to some degree. As a busi* I have been employed for over a year by an SEO/SEM company. ness owner or manager, your goal is to create a team consisting of So, you might wonder how I can tell you what you need to know. several experts working toward a common goal. In general, the Please read on, and I promise you better the team members are at will have a clear understanding their specific craft, the more sucof what you need to know. cessful the company. I have spent most of my career In most cases, you have a cerin account management. I've also tain amount of knowledge about been involved in a few start up what each person does, but not companies, both as an employee necessarily all of the details. You and owner. probably have some level of trust When I took a leap from a huge marketing corporation to an with each of them, and a sense of upstart Internet solutions company, their performance. I was determined to learn everything about SEO and SEM. I was TO THE STARTING BLOCK sure that 1 would be up to speed To manage an SEO/SEM funcquickly on how everything worked, tion in your business, here is what and the processes in detail. you need to know: • First of all, accept the high I thought by now I would be able probability that you can't do this to write an article that would fully explain every aspect of this busi- yourself. Even if you have the financial and human resources ness. After all, it is only one aspect available to assemble an SEO/ of marketing. But the truth is I still
By John W. Sharpe For The NEWS
internet marketing ¡s a complicated, multifaceted puzzle that ¡s constantly changing. If this uuas a simple process, SEO/SEM firms would not exist. There are numerous avenues for growing husinesses online, and nt's not all about buying clicks or ads.
Every business is unique. So, it only makes sense that the same solution that works for another business will not work for yours. The company you choose to work with should be spending some time with you and your team ...
BECAUSE OF A VASTLY ENHANCED SELECTION OF BOOKS CDS STRAINING TOOLS
1,000
PROOUCTS SOLD IN THE PAST FIVE MONTHS
SEM team, it would be next to impossible to run the operation cost effectively. • Don't delay. The Internet community is looking for information relevant to what potential customers are looking for, well-established companies that will provide the products and services that meet their customers' requirements. Search engines are looking for several qualities within each company's Website and beyond, and one major factor is the length of time a company is recognized on the Internet. With each passing day, it will become increasingly more difficult and expensive to get ahead of your competitors who are already established. Waiting will just make the whole process more complicated and expensive. • Make ¿.ure that your agreement includes a clear description of what you are being offered. For example, you'll want to make sure that the type of business and the territory you intend to capture is defined and exclusively protected. If an SEO/SEM firm is truly working on your behalf to help your company achieve the best results possible, they're not doing you any favors by working for your competitors in the same market. • If you have marketing and IT professionals on your staff, a reputable SEO/SHM firm will work in conjunction with this group. The teamwork concept is vital to the success of most marketing campaigns, and is especially true in this arena. A solid partner-oriented working relationship will assure you that your company's
Jim Johnson Training DVDs
o O O O O O O O O O Electricol Fundamenrats for HVAC/R Technicians - $79.95, plus s&h Uncomplkating the Heat Pump: Electrical Systems Troubleshooting - $79.95, plus s&h Uncomplicating The Heat Pump: Refrigeration & Air Flow Systems - $79.95, ptus s&h Using Schematics to Troubleshoot HVAC/R Electrical Circuits Part 1 - $59.95, plus s&h -> HVAC Electrical Troubleshooting: Deciding Where to Begin - $49.95, plus s&h HVAC Electrical Troubleshooting: Component Testing - $49.95, plus s&h Semi-Hermetic Compressors: Testing, Servicing and Isolating - $29.95, plus s&h Understanding Fan Relays and Multiple Speed Motors - $29-95, plus s&h Understanding TXV Refrigeration Systems: Superheat and Subcooling - $29.95, plus s&h Pius MORE!
DEWALT® Bestsellers
o O O O DEV^/ALT® DEWALT® DfWALT® DEWALT* HVAC Professional Reference - $21.00, plus s&h HVAC Technicien Certification Exam Guide - $31.00, plus s&h -> HVAC/R Professional Reference Master Edition - $27.95, plus t&h HVAC Estimating Professional Reference - $19.95, plus s&h
Popular Books by Leo Meyer
o O O O Practice Projects for Layout for Duct Fittings - $34.00, plus s&h Airflow in Ducts - $34.00, plus s&h -> HVAC Technician's Handbook - $34.00, plus s&h Layout for Duct Fittings - $34.00, plus t&h
ALL OF THESE HVAC RESOURCES, PLUS MORE ARE AVAILABLE THROUGH THE AEC STORE.
Visit AECStore.com or Call Stephanie 248/244.1275 with any questions.,
3O
AIR CONDITIONING, HEATING & REFRIGERATION NEWS • October 2Q. 20DB
SEO/SEM
program will achieve the best results for the long term. • Every business is unique. So, it only makes sense that the same solution that works for another business will not work for yours. Ihe company you choose to work with should be spending some time with you and your team to understand your business and what you're all trying to accomplish. Both parties should have a realistic vision of the campaign's short- and long-term goals. • There are no magic formulas. Internet marketing is a complicated, multifaceted puzzle that is constantly changing. 1 have spoken to countless marketers who have spent thousands of dollars buying clicks and Internet ads, and received little or no return. Let's face it; if this were a simple process, SF.O/SEM firms would not exist. There are numerous avenues for growing businesses online, and regardless of the hype, it's not all about buying clicks or ads. • Try something new. The Internet provides some of the most effective ways to try out different marketing strategies and new ideas at a very reasonable cost, compared to other methods. For example, if you've just added a line of green or energy-efficient products, you can pick out a few of these products and test the market. "Ilie measured responses will tell you most of what you need to know. Whatever doesn't work can be adjusted or replaced quickly. If you're considering a new type of service, you can create a small pilot program with a set budget to find out what level of interest exists. In terms of versatility, no other advertising media comes close. • A sense of performance. As with any type of marketing, you need to have an idea of what your program is doing for you. A good SKO/ SEM company can provide yoy With, any type of data you would imagine. And Ifië information should be easily accessible and readily available to you. • ROI is the key (you've heard that before?) In the I nternet world you can and should have a very detailed account of your return on investment. An idea is perceived, developed, and promoted. When the program is finished (usually at a substantial cost) the results are measured and the ROl is computed. The ability to change your focus in an SEO/SEM marketing campaign is second to none. If something isn't working, or you want to try a new approach, these ideas can often be implemented in days, or sometimes even hours. - Make sure you are comfortable with who you decide to build your SEO/SEM program with.
ONLINE AT WWW.ACHRNEWS.CQM • October 20, 200B
The firm you choose will need to know a lot about your business; not only what you're doing today, but also what your plans and goals are for the future. Because of the information you will share, you need to have complete confidence and trust in it. • Know the company. The convenience of the Internet can also be a big problem, especially if you don't know who you're dealing with. A reputable SEO/ SEM firm should have a physi-
cal location you can, and if it's feasible, should visit. In some way, there should be at least one face-to-face meeting. They should also be able to provide solid examples of Websites, results, and some explanation of their business strategies and practices. In short, do your best to find out as much about them as it takes for you to feel comfortable and confident in their ability to deliver what they are offering. Remember, if every-
thing progresses as it should, you will be doing business with these people for years to come. •
Search Engine Optimization (SEO) is buzzing through all industries. HVAC contractors have adopted the Internet as yet another marketing toot, but how to be most effective is still another challenge.
Ví5ií www. 4wordsystenis. com or call
810-229-8515.
Vehicle Mounted Chargers Availahle
Whether you're crawlirifl into 3flSIVair duct, repairing a I gas connection, or tracking down an elusive coolant leak, Streamlight makes the most durable and reliable lighting tools to help make your job easier and safer. No matter where your work takes you. travel with Streamlight to get the job done right.
^Product #55 at achrnews.com
31
