Why HVACR Contractors Need to Blog – #5 Attention Shortage

One of the great things about all this new technology available to contractors is that much of it is cheap and easy to use. Today, small companies can deliver great content solutions to a targeted customer base with the same ease and cost of a big company with a big budget.

Today’s technology enables companies of all sizes to create all kinds of sophisticated content for the marketplace. Adding to the basic starting point of the company blog, other marketing initiatives such as enewsletters and video can be handled by simply allocating resources. In fact, with focus, creativity, and a little outside help, even the smallest companies can do a better job of providing targeted content to the best customers and prospects than some billion-dollar companies.

Some important thoughts that might help:

• Although content creation is easy today, it’s hard to get attention.  We don’t have a shortage of content, we have a shortage of attention. If you want attention with your online marketing, you need to develop content that is helpful and gets noticed.
• Most businesses automatically think of sales content when creating information for their websites.  That’s fine, but remember, most people don’t care about your products and services…they care about themselves.  You need to find out what’s important to your customers and prospects and talk about that.
• Take your sales hats off when developing content for the website.  Put on your publishing hat and think like a media company.  What would your readers want to hear?