Kate Cline is managing editor of Water Quality Products. Cline can be reached at [email protected] or 847.391.1007.
Mixing It Up
Search engine optimization, social media, online marketing – these keywords are everywhere these days, and it can be hard to know what combination of marketing techniques will work best for your company.
Bill Certain, owner of Certain Water Service Inc. in Florida and Water Quality Products’ July Dealer of the Month, said he dedicates 100% of his marketing budget to his company's website and online marketing. This could be considered a bold move in an industry in which Yellow Pages ads have long been the standard – but times are changing, and therefore advertising strategies must change too.
Certain has found that his all-online marketing strategy works well for his business. “I think the day of the Yellow Pages is gone – or almost anyway. Social networks are where it is at for me,” he said. “I have a company that is constantly working on it Web presence, and that keeps me in the top ranking on all of the search engines.”
Of course, what works for one company or region may not work for all, so finding the right mix of tried-and-true advertising methods and newer online techniques is key for a successful marketing strategy.
What mix of advertising methods works best for you? Let us know in the comments below or e-mail us at [email protected].