International Door & Operator Industry

JAN-FEB 2018

Garage door industry magazine for garage door dealers, garage door manufacturers, garage door distributors, garage door installers, loading docks, garage door operators and openers, gates, and tools for the door industry.

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Sign up at pellagaragedoors.com to become a Pella garage door dealer. GARAGE DOORS Nationally Recognized Brand SALES&MARKETING (continued from page 39) Trending Down: Consider reducing your focus on the following: Trending Down: Traditional Pay-Per-Click Advertising on Google and other search engines has gotten progressively more expensive over the last 1-2 years. Industry newcomers know this is the fastest way to get guaranteed Page One placement, and they're not holding back in doing so. New competition is popping up every day, driving up the costs of Paid Ads across the board. Plus, search engines are reducing the amount of ads that show up for any given search, making placement even more competitive. Ready for the biggest curveball? Google is aggressively rolling out their Home Service Ads program as an alternative to Pay-Per-Click Advertising. It's going to use a "Pay-Per- Lead" model where businesses can bid on a potential customer's information once they present their interest in a service. Google is requiring background checks and proof of insurance/license in order for businesses to sign up. The program is rapidly expanding to new cities and industries so keep an eye out for these ads in your market and consider signing up if possible. Trending Down: Yellow Pages/newspaper ad spending continues to shrink Surprised? You shouldn't be. Consumers just aren't opening up Yellow Page Books or newspapers to find service providers as much as they were 10 years ago. They are far more likely to type a search online and scan a company's Website in order to request a service. Businesses have been picking up on this trend for years and have predictably pulled their marketing dollars out of traditional marketing channels. While there is still a small audience that uses those channels to find local businesses, that audience is dwindling. There might be some value to investing some marketing dollars to target those smaller audiences, but we recommend you focus the majority of your budget in more modern channels. Bringing it together These trends should provide some insight into what businesses like yours might be doing a great job of already, as well as why they might want to work on a few items a bit more. Ultimately, it's important to at least be aware of these trends so you're prepared to adjust on the fly should changes be needed at any point in 2018. The more you're familiar with, the better prepared you'll be to win more business on the Web. Alain Parcan, Director of Marketing for Market Hardware, Inc., contributed this article. Alain brings nearly 10 years of experience in educating businesses so they can market themselves more effectively. Market Hardware helps small businesses compete on the Web and offers special discounts for IDA members. You can Reach Alain's team at 888-381-6925.

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