Our Picks: The Energy Circle Staff’s Favorite Blog Posts of 2019
This is our 48th blog published in 2019. That’s a lot of original content (a personal record for Energy Circle!), but it’s no surprise: Our team has been hard at work mining the depths of digital marketing, as well as the home performance, HVAC, and solar industries. It makes sense that we’d have a lot to talk about.
At the end of the day, we love looking at numbers and key performance indicators, but good content is ultimately about creating engaging writing that connects with readers. Here at Energy Circle, we wanted to close out the year by highlighting the blog posts our team felt were most important (with the occasional metric thrown in for good measure). After a few hotly-contested voting rounds, we narrowed it down to 5, then threw a 6th in for good measure. In no particular order, here they are:
Why You’ll Love It: Looking to get on board with video marketing but need help getting started? From identifying your audience to technical aspects like the best video length, file format, and aspect ratio, these tips and video marketing FAQs provide a great foundation.
Key Takeaway: “There are multiple channels and platforms across which you can now place video, all with different requirements and best practices. The platform on which you plan to publish and market your video can impact many factors in the scope of the production project.”
Why You’ll Love It: The increase in question-based search volume shows that customers are searching for your services in evolving ways, through voice commands and—more importantly—through their smartphones. We break down how you can adapt your digital marketing strategy to keep up, from live chat to Google My Business.
Key Takeaway: “Voice activated ‘assistants’ like Siri and Alexa are changing the way that people look for information. So how do you market your HVAC, home performance or solar business to those who are asking for your services online?”
Change that! We’ve seen huge success with landing page updates, so implement updated best practices, update CTAs, and make things prettier and more engaging. Ultimately, these updates increase engagement and conversion rate, which results in more leads, and more revenue for your business!” —Cara Auty, Digital Marketing Account Manager
Why You’ll Love It: Just getting eyeballs to your website won’t guarantee you jobs, even if your site looks flashy. Here we explain the importance of converting the people who visit your website, and how you can revamp your site’s content and design to accomplish that. This page ranked near the top of our “average time on page” KPI—we packed a lot of valuable information into this post and people took the time to read it.
Key Takeaway: “Focusing marketing dollars on improving the experience and performance of your landing pages will likely have a greater impact on your bottom line than investing those same dollars in just getting more visitors to your website (through SEO or paid search, for example).”
Why You’ll Love It: It’s easy to forget that websites aren’t “set-it-and-forget-it” investments! If you’re unsure if your website needs to be updated, we explain how taking a closer look at metrics like your keyword ranking and conversion rates can reveal areas for improvement.
Key Takeaway: “Look at your site through the eyes of a new visitor. What is your user experience? How many clicks does it take to get to a qualified form? It can be pretty easy to slip into ‘building science expert’ mode, but do your page titles and content speak to a regular homeowner?”
Why You’ll Love It: This video not only illustrates how cohesive our team is, it’s also a great lesson in the power of video marketing. This post was our second most-viewed blog post from 2019, with a phenomenal bounce rate of just 27%: After watching our team in action, people wanted to know more about Energy Circle, and the numbers prove it. See for yourself!
Key Takeaway: “Equal parts fun and informative, see what happens when you put 18 EC employees in a ski house for three days in November!”
BONUS: PT’s Pick of the Year: Building Local SEO Outside Your Core LocationWhy Peter Loved It: “An early-2019 blog post, also on Google’s local search bias, ranked very high in several end-of-year metrics, including page views and average time on page. Overcoming Google’s proximity bias is everybody’s challenge, and so we tackled the same subject again later in the year with much more depth and new data to pull from. This is a thorough look at the challenges of local SEO and one of the most valuable pieces of content we published in 2019 in terms of the usefulness and relevance of the information to our specific clients.” —Peter Troast, Founder & CEO
Why You’ll Love It: Are you tired of losing online traffic to less-established businesses whose physical addresses are closer to a searcher’s location than yours are, even though the searcher is well within your service area? Here we list 4 tactics and strategies for overcoming Google’s local search proximity bias.
Key Takeaway: “Tricks and work-arounds like geo-stuffing or creating fake addresses will only hurt you, and the penalties for trying to fool Google can be severe. Focus on reputable methods to overcome proximity bias and build momentum and visibility in local SERP. There are things you can do to move the needle.”
Worried your company is falling behind online? Get your digital marketing back on track in 2020—call 1 (207) 847-3644 or contact us today to find out how.
1-ON-1 MARKETING BENCHMARK ANALYSIS
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