skip to Main Content

Welcome to Wavelength Articles, where you’ll find all the latest announcements and helpful tips, trends, and insights in marketing and design.

To quickly locate the information you want, click on your area of interest.

  • Everything
  • Announcements
  • Branding
  • Insights
  • Lead Generation
  • Recruitment Marketing
  • Strategy

Solving the Labor Crisis: Attend Our Webinar

MANTEC, a manufacturing service provider serving South Central Pennsylvania, will host “Solving the Labor Crisis: Attracting the Right People, Hiring for Culture, Training for Competence,” a webinar presented by Jennifer Simpson, Wavelength president, on Thursday, July 15, 2021 from 11:00 a.m. to noon. Register Now to Attend this Important Webinar Summary: Manufacturers are struggling to…

The Importance of Candidate Profiling in Employee Recruitment Initiatives

A regional machine shop had specific growth goals in mind but also had a critical problem -- they needed more skilled employees to help support the planned growth. Without new, ready-to-go team members, the company would plateau. Wavelength leveraged our extensive candidate profiling process to reach the "right" candidates. The program delivered the desired number…

Recruiting for HVAC Company – 4 Ways to Ensure You Cover All Channels

Unfortunately, we’re seeing a major labor shortage in the skilled trades. For companies that rely on skilled workers with adequate knowledge and experience, like an HVAC contractor, this shortage of skilled laborers can restrict growth. While it can be challenging to find employees, the rate the industry is growing at does not reflect that lack…

Merchandising Solutions Puts Wavelength’s Marketing Expertise on Display

Merchandising Solutions, a manufacturer of custom plastic product displays and industrial parts located in Lancaster, PA, has partnered with Wavelength to jumpstart its marketing and set the company on a fast track for growth in 2021. Despite having a strong foundation of repeat business and loyal customers, Merchandising Solutions found its sales stagnating. The company…

Wire Basket Maker Three M Tool Weaves New Strategy with Wavelength

Helping Three M Tool of York, PA, identify new opportunities for growth and open channels for lead generation will be the primary focus of Wavelength’s newest client relationship. Three M Tool is a designer and manufacturer of custom industrial wire baskets and a fabricator of rod, wire, mesh, and perforated metal. Three M has been…

Website Evaluation

Auditing Your Website During Times of Transition: A Beginner’s Guide Your website should continually evolve to accommodate changes in user behavior, market dynamics, and competitive shifts. Times of transition provide excellent opportunities to evaluate your market position and your ability to differentiate your business from competitors while connecting with target audiences in a way that moves people…

Upcoming Webinar

Getting Back on Track: Increasing Sales, Protecting Customer Relationships, and Mapping a Path for Growth The World Trade Centers Association will host “Getting Back on Track: Increasing Sales, Protecting Customer Relationships, and Mapping a Path for Growth,” a webinar presented by Jennifer Simpson, Wavelength president, on Thursday, January 28, 2021 at 10:00 a.m. Thursday, January…

Stop Leaving Money on the Table: Part 2

The Real Cost of Lost Leads For many sales teams, lead management is like fast food. Salespeople want leads now, and they want them hot. And with good reason, right? As a marketer, as a manager, as a sales professional, you understand this, and naturally you want your team to focus time and energy on…

Stop Leaving Money on the Table: Part 1

When Your Sales Team Only Calls on Existing Accounts “My top performers bring in large projects. It’s great. The problem is, they only cultivate the same big-budget customers year after year. I know there is money I’m leaving on the table. That’s not so great.”  You know what we’re talking about here. Your sales team…

Improve Dealer Relationships

Fostering Dealer Relationships That Are Mutually Beneficial Every time I would hear the owner of a national manufacturer talk about his resentment for his dealers I’d cringe. Of course, dealer relationships are complex and sometimes one sided. But for many businesses, dealer relationships are a critical lifeline to sustainable growth and market share.  Manufacturer /…

Reactivating Inactive Customers and Dealers

Increasing Sales and Growing Your Business By Jumpstarting Lapsed Relationships Most of the time, the reasons why a customer becomes inactive are unknown to us. Perhaps the relationship was a one-time transaction from the outset. Or your offering isn’t deep enough to warrant continued engagement. Maybe there was a change in personnel or a competitor…

Pacer Pumps Selects Wavelength to Build Account-Based Marketing Program

Pacer Pumps is an established centrifugal water pump manufacturer that is ready to differentiate itself from its competitors and land a short list of key accounts to grow sales. To accomplish these goals, Pacer Pumps selected Wavelength to build an Account-Based Marketing program that will identify Pacer’s key differentiator and align Pacer’s offering with the…

8 Demand Gen Tactics and How to Choose the Best Ones for Your Business

For many businesses, the term demand gen can be a bit confusing, perhaps because it shares part of its name with lead gen, but more likely because it’s treated like something new and different from other marketing tactics. The fact is, demand gen, or demand generation, isn’t itself a marketing tactic; it is a catch-all…

Wavelength Helping Re-Source York Create Stronger Community Connection Online

Re-Source York is a York, PA-based non-profit home improvement and building supply resale organization that has served as a valuable community resource since 2002. With so much to offer its local residents, Re-Source York has committed to creating an even stronger connection with its community by introducing a new website that will help its customers…

5 Ways You Can Use Customer Reviews to Market Your Home Services Business

In our previous article Getting Started with Customer Reviews for Your Home Services Business, we shared some tips and practical advice for getting started with customer reviews. Now, let’s talk about how you can use your customer reviews to market your home services business. Here are five different ways we’ve successfully used reviews for our…

Getting Started with Customer Reviews for Your Home Services Business

If your home services business isn’t taking full advantage of customer reviews as part of your marketing strategy, you’re missing out on an opportunity to earn more business. In fact, some estimates of the percentage of people who consult reviews before buying are as high as 97 percent, so investing in understanding how reviews work…

What You Need to Know: Virtual SMART Manufacturing Conference

What You Need to Know: Virtual SMART Manufacturing Conference September 30 and October 1, 2020 Daily Commitment: 2 to 3 hours a day     MANTEC’s annual conference focusing on manufacturing best practices is now virtual! The content is broken up over two days rather than one long, packed day of staring at a screen.…

Wavelength Reveals Branding of New Startup Company and Launches Content-Rich Website

Wavelength recently completed the branding for a new startup company called OEE Datawatch, LLC, that included the launch of the company’s content-rich website. The new branding and website will help OEE Datawatch disrupt the automation market with an affordable new automation solution for manufacturers that will cost about half the price of traditional automation. The…

Harrisburg Youth Symphony Orchestras Brand Video

To see how the HSYO’s new identity was imagined and designed with a fresh new look that captures both emotion and movement, watch our video above hosted by Wavelength Director of Design Curt Rohrer. Check out what the HSO thought about their new identity. Watch Video

Reframe Your Brand

Reframing your business and evolving your brand are essential for moving forward in an unpredictable marketplace, and reassessing strategies to respond to changes in your customers and in your competition is just one of many challenges. Wavelength has the experience and expertise to help you manage your messaging and reinvigorate your brand marketing with renewed…

HSO’s Alex M. and Mark H. Discuss their HSYO Rebrand with Wavelength

Wavelength reimagined the identity of the Harrisburg Symphony Orchestra's youth symphony, Board Member and Education Committee Chair Alexandra Makosky and Director of Education Mark Hunsberger share their experience working alongside Wavelength. 5 Elements of an Effective Identity Simple Appropriate Memorable Versatile Timeless Wavelength can help you develop a new, effective logo. Call Wavelength

Turning Your Taproom into a Digital Destination

The first round of COVID closures left many of Pennsylvania’s smaller beer, wine, and spirit makers both shaken and stirred. But despite the unexpected upending of the industry, some forged ahead and were able to find creative new ways to keep business flowing, even when the taps were turned off. By shifting attention to their…

Which Marketing Tactics Are Best for Small Businesses?

When advising small businesses on the best marketing tactics, there is no cookie-cutter response that works for everyone. That’s because every small business serves a different market with different customers, and customers are the ones who determine which marketing tactics produce results. Marketing is not just about the tactic or the medium you use to…

6 Things Small Breweries, Wineries, and Distilleries Should Be Doing Right Now to Prepare for Another Shutdown

Breweries, wineries, or distilleries in Pennsylvania that depend on the taproom or tasting room for the bulk of their revenue have suffered significant losses as a result of COVID. While today the state is operating in the green phase of reopening, these businesses are still functioning at reduced capacity, and many are looking ahead to…

New Water Treatment Website Goes Live for Client Guardian CSC

Wavelength announces the launch of a new website for client Guardian CSC, a water treatment specialist and water management solutions provider. The new website instantly communicates Guardian’s key differentiators, conveys Guardian’s high level of expertise through intelligent content and engaging visuals, and incorporates calls to action throughout the site to increase lead generation. Wavelength also…

Considering Diversification to Counter the Impact of COVID? Here’s What You Should Know

If you’re a business that’s striving to stay afloat amidst the uncertainty of COVID and you’re evaluating product or service diversification as a potential opportunity, here a few points to consider before moving forward. Does your new product or service make the best use of your available personnel and resources? Choosing to add a product…

Recruitment: New Challenges and New Solutions for the Already Challenged Trades

The lack of highly qualified applicants within the trades is not a new issue, but the COVID pandemic has undoubtedly made it more challenging. What was already a small talent pool is now shrinking even further, creating more concern about filling positions today and in the coming months. To shed some light on this latest…

Wavelength Creative Team Recognized for Design Excellence

The Wavelength creative team proudly announces that it has been honored with three Communicator Awards. The Communicator Awards is an annual competition honoring the best in advertising, corporate communications, public relations, and identity work for print, video, interactive, and audio. Wavelength was awarded three Communicator Awards for the following creative work: Communicator Award of Excellence…

MANTEC Webinar Recap: “What Manufacturers Can Do Now to Position for Recovery”

On April 30th, MANTEC hosted more than 50 regional manufacturers for its Manufacturing Matters webinar “What Manufacturers Can Do Now to Position for Recovery: Leadership, Communications, and Planning.” If you were unable to attend the webinar or would like to review the afternoon’s talking points, you can download the presentation at: https://bit.ly/2zlhbaC. Webinar speakers and…

Reframing and Reenergizing: It’s Time for Your Brand to Tell a Fresh New Story

What people want today is stability, security, confidence, and connection, and satisfying these emotional needs is the opportunity before all brands right now. Whether you’re B2C or B2B, how your customers or supply chain channels will behave when we return to work and in the months afterward is largely unknown. It appears likely that brands…

Wavelength Launches New Website for MANTEC That Will Connect PA Manufacturers with Critical Support Resources

Wavelength launched a new website for its long-time partner and client MANTEC amidst a flurry of excitement that the new site will connect thousands of South Central PA manufacturers with much needed resources for training, technology, process improvement, and sales and marketing. Wavelength and MANTEC, a private, non-profit manufacturing services provider, have worked in partnership…

Wavelength Working on Strategy to Help Outdoor Decking Company Diversify

New client S&L Spindles seeks to break out of seasonal sales cycle Diversifying product offerings using existing equipment, staff, and skill sets is no small task, but agility is essential in today’s marketplace for companies that want to survive and grow over the long term. That’s precisely what S&L Spindles wants to do, and as…

To Survive This Crisis, Every Business Needs to Be Agile

As businesses continue to respond to unprecedented crisis conditions, those that have been able to troubleshoot, problem solve, and quickly pivot have remained solvent and, in some cases, have even unearthed new opportunities for growth. Conversely, those that have remained frozen like deer in the headlights are looking at a very long road to recovery…

A Simple, Affordable Marketing Tactic You Can Start Right Now

Should I be marketing right now? Is it okay to promote manufacturer rebates and special offers? Do my customers even know that I’m open? As an HVAC business, you probably have more questions than answers right now, and you’re not alone when it comes to struggling with all of this uncertainty. One thing that is…

Lead Nurturing: An Affordable Way to Continue Marketing and Keep Your Pipeline Full

Get Your Sales Funnel Back Up and Running Now! As long as there have been clients, there have been marketing agencies trying to convince them that marketing is a 24/7/365 endeavor. But when business is good and the pipeline is full, clients want to scale back marketing because they think it’s unnecessary. And when there’s…

Wavelength Receives Platinum and Gold Hermes Creative Awards

Wavelength has been awarded three Hermes Creative Awards in this year’s competition, including one Platinum and one Gold. Our team was recognized for its work in the following categories: Platinum Award: [con•cept] Magazine [con•cept] is Wavelength’s self-published monthly magazine started in January 2020. The publication features marketing insights, advice, and guest articles for B2B and…

Wavelength Launching Recruitment Campaign for New Client I. Auman Machine

Wavelength welcomes its newest client, I. Auman Machine Company, Inc., and announces it will be launching a recruitment campaign for Auman’s Lebanon, PA-based operation. Auman Machine is a full-service part production operation that includes development of fixtures and manufacturing processes, such as tooling selection and acquisition. Auman Machine also supports customers during the prototyping stage…

What Recent International Privacy Laws Mean for Your Business

We’ve recently seen privacy laws passed or making their way through the courts. Many internet users are petitioning for their right-to-privacy when it comes to how data is gathered and used online. This issue has only become more complicated as we become even more reliant on digital communication in every facet of life. For business…

6 Best Practices to Localize Your Website in a New Foreign Market

If you’re preparing to take your business into a new foreign market using your website as the primary communication tool, all of the usual best practices apply, but so do several other rules you may not have considered. In order to communicate successfully, you have to do more than just translate your current website into…

Brand Storytelling: Creating Your Story and Telling It in the Foreign Marketplace

Who are you? What do you stand for? Millions of businesses have asked themselves these questions when they’re starting out and need direction, when they want to unite behind a singular vision, or when they’re lost and need to refocus. In the past, the answers to these questions have often only been used internally to…

International Digital Marketing: 10 Ways to Hit the Ground Running with PPC and SEO

Optimize your content for the right search engine. While Google dominates over 80 percent of the world, your international market may use a different search engine. Know which search engine your prospects are using, and follow the rules for the best ranking. Translate your website and PPC to accurately reflect the language of your prospects.…

Cultural Considerations in International Marketing: Tone, Color, and Imagery

When designing international marketing materials, businesses naturally want to choose the right words, colors, and imagery to create specific feelings about their products and services. A conversational tone accompanied by a soothing blue sky background and confident looking woman giving the viewer an enthusiastic thumbs up evokes a feeling of calm confidence, but is this…

Automated Lead Nurturing Abroad: 3 Key Elements You Have to Get Right

Automated lead nurturing is a form of marketing that uses a variety of communication tools to attract prospects with high-value content and then capture and nurture leads over a period of time. While automated lead nurturing abroad is often comprised of many or all of the same elements you would use here in the U.S.,…

Wavelength Marketing Develops Guardian CSC’s New Website

Wavelength Marketing was recently tapped by Guardian CSC, the Mid Atlantic’s fastest growing water technologies company, to develop the brand’s new website. Wavelength will work with Guardian CSC to ensure the new website adequately reflects their brand, while also helping the company support future marketing efforts, streamline their lead differential process, and build further brand…

Taking a Marketing Timeout? Don’t Get Too Comfortable

When sales are steady and industry is humming along, some businesses become lax and mistakenly suspend marketing efforts when there’s not an urgent, driving need. Savvy competitors know this is an opportunity to steal market share, and they’ll do it right under your nose while you’re resting on your laurels. What are your competitors doing…

0.1 Automated Intro

Automation handles the tasks that no one else has time for It’s like getting an extra employee without needing an extra desk

1.5 Key Benefits. There are Many. Here are a few.

Key Benefits. There are Many. Here are a few. Improve lead conversions Adding automated lead nurturing to your marketing can boost conversions by at least 10%. Trackable No more asking “what happened to my leads?”. Every prospect that enters the system can be easily identified down to the type of engagement they have had with…

1.3 Automation Steps In

Automation steps in Automation allows brands to build relationships with prospective customers over time and in a very personal way. Businesses can create trackable, customizable work flows that are very specific to the type of audience, type of service, type of need, down to a very granular level if you choose.  Automation does not mean…

1.1 Personalized

Enables sustainable growth Support growth initiatives without taking your eye off the ball of closing hot leads and creating customer loyalty by providing high-quality products and services. Automated lead nurturing allows brands to nurture prospects that are not yet ready to convert by providing them with relevant, customized information in a timely manner.

1.0 Automated Marketing

Automated, Personalized, Lead Nurturing Most brands focus on pursuing and closing hot leads. Many lack both a system and the time to effectively nurture, track, and close warm or cool leads. Many brands also suffer from “We’re so busy” syndrome. This requires them to focus on serving current clients and closing, then managing, hot leads.…

2.4 Form follow ups

Collect contact information, then make a great first impression When are your contacts most engaged? Right after they give you their contact info! Forms can trigger actions that let you follow up immediately. Start an automation Start a welcome series. Or deliver a lead magnet. Don’t wait to nurture your contacts. Notify your team Send your…

2.3 Forms

When your forms convert better, you get more leads Sign-up forms let you capture contact information. But they can also tag people based on their interests, start a welcome series, and send follow-up notifications to your team.

2.2 Different kinds of emails

Different types of email Broadcast Emails Sometimes you need to talk to everyone at once. Send one-time email campaigns to anyone on your list. Triggered emails Trigger emails based on purchase. Or site visits. Or engagement. Automatically send emails when your contacts are most interested. Targeted emails Make sure the right message gets to the…

2.1 EMAIL MARKETING

What types of email should you send? You should be able to send the email campaigns that make sense for your business. Broadcast emails Triggered emails Targeted emails Email autoresponders Drip campaigns Scheduled emails

2.0 EMAIL MARKETING

Put the right emails in front of the right people Build email newsletters. Create campaigns. Send great emails to stay in front of your audience—and offer exactly what they want to see.

Want to Nurture Quality Leads? Use These Tactics

If you feel that you have a strong grip on what lead nurturing is and how it can play a large role in the success of your business, it’s time to identify how you can nurture your best leads and turn them into sales. There are plenty of tactics out there that can help you…

Wavelength Marketing Wins W3 Digital Excellence Award for New Argos Security Website

Lancaster, PA, December 2019 - Wavelength Marketing received a 2019 W3 Silver Award for our design of the Argos Security website. The W3 Awards celebrate digital excellence and highlight creative websites, marketing, video, mobile sites, apps, and social content designs from agencies around the world. Entries are judged by a standard of excellence set by…

How Lead Nurturing Can Make a Difference for Your Business

In today’s highly competitive markets where consumers are bombarded by messages from hundreds of brands every day, businesses need to find a way to genuinely connect in order to truly sell a brand. Lead nurturing allows you to reach prospects at each stage of the decision-making process while continuing to focus on hot leads and…

Incorporating User-Generated Content into Customer-Driven Content

As customer behavior shifts brands must remain agile enough to incorporate new tactics that mirror customer interests into their marketing strategies. Brands with fluid prospect customer profiles are identifying strategies to incorporate customer-driven content AND user-generated content into their inbound programs. What is user-generated content? User-generated content is any content (images, text, video, or audio)…

Re-imagine Your Company’s User Experience

No matter the size of your company or how good you think your current user experience is, it’s time to take another look at it and re-imagine what it could be. User experience can make a huge difference for your company, whether you’re looking to increase current customers’ experiences when interacting with your brand or…

It’s Time to Focus on Truly Understanding What Your Customer Wants

Marketers regularly talk about target audiences and the importance of businesses focusing on them. You likely have a general idea of who your target audience is, but to succeed in today’s competitive field, you need to deeply define your customers. Get started today to set yourself up for success. Why is this definition so important?…

Direct Mail Still Works. Here’s Why.

Direct mail was once one of few marketing tactics that could place your message directly into the hands of your audience. Now, we have websites, social media, texts, and email, which not only deliver content directly to our targets but also do so with an unmatched immediacy and instantly trackable results. Some think these tools…

Untapped Talent Pool

Finding qualified candidates to fill open positions is becoming increasingly challenging for a variety of businesses and industries. From the executive level to the factory floor, the pool of available resources is continuing to shrink at every level, and it’s getting harder and harder hire dependable people with the right skill set and the right…

Wavelength Marketing Working with Harrisburg Symphony Youth Orchestra

Wavelength Marketing has recently partnered with the Harrisburg Symphony Youth Orchestra (HSYO) to craft a new identity for the organization that accurately reflects the youthful and creative spirit of the orchestra. The Harrisburg Symphony Youth Orchestra aims to recruit talented young musicians in the central Pennsylvania area to assist them in honing their musical skill. HSYO strives…

The Power of Content in Appealing to Customers

No matter the industry your business is in, content is key to appealing to your customers. Whether you’re trying to strengthen your relationships with current clients or you want to attract new business, learning to utilize content for your brand should be a main business focus. There are plenty of other components that make up…

Merging Digital Behaviors with Personalized Direct Mail is the Next Step in Marketing

Direct mail is still an extremely viable option for marketers, particularly when it comes to businesses that are looking to expand their local reach. Some people may say that direct mail is outdated, but we addressed in our recent article on direct mail why this idea is false. Direct mail holds plenty of value for…

Zuny Jamatte Joins Design Team at Wavelength

LANCASTER, PA (July 18, 2019) – Wavelength Marketing, LLC, a full-service marketing, advertising, and public relations agency, announces the addition of Zunilda “Zuny” Jamatte to its design team. Zuny’s position as a graphic designer at Wavelength includes creating web pages, emails, and social media for multiple clients, such as HB McClure Company, Datum Storage Solutions,…

How Negative Online Customer Reviews Can Actually Hurt Your Employee Recruitment Efforts

Yes, you read that right. How customer reviews hurt your recruiting efforts. You might question how a customer’s review can negatively impact whether or not you find qualified employees, but the two are actually very intertwined. Right now, businesses are operating in a candidate driven market. There are more jobs than people to fill them…

You’ve Got Eight Seconds to Get Your User Experience Right

Designing an effective website with a satisfying user experience requires a deep understanding of what the user wants and what they value and then using that information to inform site design. The rule of thumb is that you have about eight seconds in which to convince your prospect they came to the right place. If…

Wavelength Marketing Relocates to Lancaster to Accommodate Growing Team

LANCASTER, PA (July 25, 2019) – Wavelength Marketing, LLC, a full-service marketing, advertising, and public relations agency, announces that its office has relocated to Lancaster, PA, to accommodate its growing marketing team and client roster. The agency’s new address is 3115 Nolt Road, Suite 700, Lancaster, PA, 17601. “Since January, Wavelength has added three new…

How to Find (and Keep) Skilled Trades Professionals

Industries that rely on techs are facing a fairly significant talent shortage; 53 percent of skilled trades professionals are over 45 and there are not enough younger workers to replace those professionals as they retire. The estimate is that 31 million positions will be vacant by 2020 as the Baby Boomer generation retires. Already, 62…

Enhancing an Arts Experience Through Email

Email is a great marketing tool that allows you to deliver low cost, customized, timely information to your target audiences. What many in the arts have yet to fully realize is how much richer their email experiences can be. Many experiential marketers use email to communicate schedules of coming artists and performances, show or event…

5 Creative Ways to Reach Job Seekers

If you really want to stand out to job seekers, you need to get creative with how you reach them. For some industries, finding qualified employees is wildly competitive and one dollar an hour more can convince them to work for your competitor. For others, a potential employee may choose a lower salary because another…

4 Things That Can Influence First-Timers to Attend a Symphony Orchestra

If you want to attract younger audiences to the symphony, you need to put careful thought into reaching them and identifying any issues that may keep them away. Reaching out through email can be incredibly successful if done correctly. Then, make sure you're considering a variety of factors that influence whether or not people want…

How to Keep Your HVAC Business Busy Year-Round

HVAC businesses have natural peaks during the winter and summer months—the times of year when furnaces and AC systems break down and home and business owners are forced to repair and replace their equipment. But businesses don’t have to be at the mercy of these seasonal cycles if they strategically plan to be busy year-round.…

10 Content Ideas for Your HVAC Customer Newsletter

Customer newsletters are a great way to keep your HVAC business top-of-mind and position your company as a reliable source for useful service and equipment information. Here are ten content ideas that in our experience dependably generate customer interest, nurture long-term sales, and promote loyalty. Current offers. Newsletters are a great way to get the…

Wavelength Welcomes Matthew Hollenbach As Director of Digital Experience

MOUNT JOY, PA (June 3, 2019) – Wavelength Marketing, LLC, a full-service marketing, advertising, and public relations agency, announces the addition of Matthew Hollenbach as director of digital experience. Hollenbach brings an extensive background in UX/UI to Wavelength, having previously worked with clients such as Intel, Casio, GUESS, Nautica, GlaxoSmithKline, GemChem, Franklin & Marshall College,…

Interactive Websites to Grow Your Business

Is your website an active participant in helping your company reach its growth objectives or is it a passive bystander? With more than 75% of buyers beginning their product/service research online, your company can’t afford to neglect your website’s ability to attract quality prospects and directly impact sales. As buyers and consumers become savvier in…

15 Tactics That Help Attract Younger Audiences

Symphony Series Topic: Attracting Younger Audiences [part two] Take a look at part one of our symphony series here! Symphony orchestras are experimenting with all kinds of tactics in attempt to attract younger audiences and fill those empty seats during performances, and we’ve rounded up some of the most popular ideas for your consideration. Not…

5 Ways HVAC Businesses Can Improve the User Experience on Their Websites

Quickly and efficiently communicate what you offer. You have less than ten seconds from the moment your visitor arrives on your website to clearly communicate your services. Don’t waste their time by telling them your company history on the homepage. Prominently display your phone number or method of contact. Nine times out of ten, when…

Tips for Getting Traffic to Your Trade Show Booth

Not every business can afford the giant corner booth at a trade show, and someone has to occupy those 10' x 10' spaces and tabletops. If that someone is you and you’re worried about blowing your trade show budget and not getting any traffic or leads, don’t be. You may not have all the bells…

Stuck in the Middle or Standing Out?

I was at a marketing seminar recently where the speaker asserted the idea that if you aren’t the best, you’re the cheapest or somewhere in between. This statement stuck with me because I realized only one can be the best and many do not have the option to be the cheapest, which leaves a whole…

UI and UX for B2B – How Small is Too Small?

Does your company size matter when it comes to focusing on user experience (UX) and user interface (UI)? Larger companies are highly focused on the experience of the user on the company website. While it is fairly simply to launch a website, it is challenging to make a website that’s user-friendly and makes people want…

Are Young People Avoiding the Symphony Because It Makes Them Feel Stupid?

Symphony Series Topic: Attracting Younger Audiences [part one] When trying to attract younger audiences, one aspect of the symphony-going experience that is often overlooked is symphony etiquette. There are many unspoken yet socially enforced rules for behavior during an orchestra performance, and those rules can alienate potential newcomers and make them feel stupid—like they’re in…

Geofencing for Trade Shows

Bad booth locations, low brand awareness, and limited budgets used to be the trade show kiss of death. Not anymore. Now you can connect with trade show attendees and deliver ads and promotions right to the mobile devices in their hands while they walk the show. And, you don’t even have to be at the…

Key Steps in a Successful Blogger Outreach Campaign

It’s no secret social media has transformed marketing into a transparent relationship between brands and consumers, heavily focused on the users’ engagement with a product, brand and service. In today’s market, one of the most influential resources consumers turn to are bloggers. Blogger outreach may be an important component in specific PR programs and by…

Facebook Advertising for Contractors

If you’re like many HVAC contractors, you’re not fully sold on the concept that Facebook yields measurable results. Many of the contractors we know are still on the fence about whether or not to invest time and resources into cultivating this channel, how to integrate Facebook into the overarching sales funnel, and how to create…

Who Is Responsible for Brand Authenticity?

Be authentic. You hear this a lot in marketing and branding. Brand authenticity is created when everyone that touches the brand is true to the client’s culture, identity, and values. As marketers, our goal is to become intimately familiar with this culture, so we can craft the messages and create the experiences that communicate this…

5 Ways to Attract More Qualified Employees

Tight labor market taking its toll on your business? Here are five things you can do to start attracting more, and more qualified, job candidates. Make your website do double duty. Your website is often the first point of contact for potential customers and potential employees, so you need to make sure it’s sending the…

Your Buyer’s Journey with Your Brand in Micro-Moments

Micro-moments are “intent-driven moments of decision-making and preference-shaping that occur throughout the entire customer journey.” Identifying micro-moments and the tactics that sync buyer intent with information that integrates with that intent is challenging in and of itself. Successful micro-moment marketing requires accurately understanding your buyer’s decision-making process both on- and off-line, identifying the correct tactic…

What Is Employer Branding?

Employer branding refers to the marketing of a company in order to build its reputation as a great place to work. In a professional climate characterized by low unemployment, employer branding is imperative to fill important roles with highly qualified candidates so your company can grow and become more profitable. Employer branding also plays a…

How Often Should I Post to My B2B Social Media Outlets?

We’ve talked about finding content for your B2B social media, and now it’s time to think about how often you’ll want to post to your social media outlets. You’ve probably already looked at the research, and there is a ton of research. That’s the problem. There is a ton of research, and there’s no real…

Getting Started with Social Media: Finding Content for Your B2B Business

If you’ve recently decided to add social media to your B2B marketing plan, you may now be wondering what you’re going to talk about and what kind of content will attract the kind of attention you’re seeking. News that is buzzworthy inside your business is not always of interest to your target audiences outside your…

Ready for more business?

Back To Top