Nathan just started a new refrigeration company, but he’s trying to figure out why it’s not bringing in any revenue. He’s created superior refrigerators and set up his store, so people should be buying from him, right?
What Nathan doesn’t realize is that if he wants people to become customers, he needs to market to them. Marketing is key for any business, and that includes your refrigeration company. It’s how you make people aware that you exist and convince them to buy from you.
But what goes into digital marketing for commercial refrigeration companies? What strategies should you use to market yourself online? We’ll dive into the answer to that question below, so read on for more information.
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6 professional refrigeration marketing strategies
Digital marketing isn’t limited to a single strategy. There are several strategies you can use to promote your business, and we’ll go over several of them below.
Here are six expert refrigeration marketing strategies to try!
1. Search engine optimization (SEO)
One of the most critical strategies to implement is search engine optimization (SEO). SEO is the practice of optimizing your web content to rank in Google search results. The goal is for your content to show up where users can find it, bringing them to your site and driving conversions.
To get into Google search results, you need to satisfy Google’s ranking algorithms so you’ll rank higher. You can use a variety of tactics to drive results for your SEO, including:
- Integrating long-tail keywords into your written content
- Earning backlinks from reputable, third-party sites
- Optimizing images on your site
- Setting up a Google My Business profile
- Using HTTPS on your site
Ultimately, SEO can help you dominate the top search results for a variety of refrigeration-related keywords. When people find your site in response to their queries, many of them will take an interest in your business and end up converting.
2. Pay-per-click (PPC) advertising
Another way to market through Google search results is to use pay-per-click (PPC) advertising. However, where SEO is organic and can take time to produce results, PPC is a form of paid advertising that tends to drive fast results.
PPC ads most commonly appear at the very top of Google search results, looking similar to organic results except for an “Ad” label in the top corner. You can set up your PPC campaigns in Google Ads. There, you can bid on keywords you want to target.
Depending on how much you bid and how high your Ad Rank is — that is, the position Google assigns your ads based on their quality — you can get your ads to appear in highly valuable search results. When people click on them, the ads take them to specific landing pages that push them to convert.
From there, you can track analytics in Google Ads to see which ads perform the best. You can reoptimize the lower-performing ones, helping you drive better results.
3. Social media marketing
Your refrigeration online marketing will only work if it succeeds at reaching large audiences of online users. That’s why social media — the place where the average user spends 33% of their Internet time — is so useful. Marketing on social media is an excellent way to drive new leads and conversions.
To start out, you’ll want to determine which platform or platforms your target audience uses the most. Then you can set up accounts on those platforms and start posting engaging content to draw users in, from infographics to videos.
You can also launch paid social media ads, which will appear right in users’ social media feeds. You can target these ads toward specific demographics like age and location, helping you reach the most relevant possible audience.
The goal of social media marketing is to introduce people to your business and draw their interest. Ultimately, many of the people who visit your page will continue to your website and end up converting.
4. Web design and development
All the refrigeration online marketing strategies we’ve covered so far are aimed at leading users back to one place — your website. At the end of the day, your site is the heart of all your marketing. For that reason, you need a website with top-notch web design.
What constitutes good web design? Ultimately, it comes down to the user experience. You want users to experience a site that looks good and runs smoothly. To that end, several of the things you can do to improve your web design include:
- Using responsive design to make your site mobile friendly
- Improving your page load speeds
- Creating an intuitive navigation setup
- Leaving plenty of white space between your text and images
- Branding yourself through your site's visual design
- And more!
If users have trouble using your site — or even if it just looks unappealing — they won’t want to stick around. But a well-designed website has the potential to create customers out of all the leads sent there by your other refrigeration digital marketing.
5. Content marketing
It’s important to draw users to your website, so you need something to attract their interest. That’s why you need to have informational web content on your site. Users will come to your site to read the content, but many will end up sticking around to convert.
Your content can vary in format. Some of the best content is written, but you can also use formats like video. In any case, make sure the content provides users with useful information about your business or industry.
It should also satisfy user search intent — that is, the reason users searched for it in the first place. To find search intent for a keyword, simply look at what’s currently ranking.
6. Email marketing
A final way to boost your refrigeration digital marketing is to use email marketing, which — as you might guess — involves sending out emails to your audience. However, don’t just send emails to random addresses. Instead, get people to voluntarily sign up for them.
You can do that on your website, where you can set up forms allowing people to submit email addresses in return for receiving newsletters or special offers. Once you’ve built out an email list, you can start sending the promised materials to everyone who signed up.
Email marketing is an excellent form of remarketing, where you market to people who have already visited your site. Since they’ve already expressed a clear interest in your business, they’re the best audience to target, and many of them will end up converting!
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WebFX knows digital marketing for commercial refrigeration companies
Ready to set to work developing your refrigeration online marketing? WebFX would love to help out! Our team of over 300 experts knows refrigeration digital marketing inside and out, and we have all the skill and dedication to drive stellar results for your campaigns.
With our digital marketing services, you’ll get help optimizing for each of the strategies listed above. You’ll also be assigned a dedicated account representative to keep closely in touch with you about all the ways we improve your marketing.
To get started with us, just call 888-601-5359 or contact us online today!
Want to speak with an expert? Call us at 888-601-5359