Window and door companies are increasingly turning to marketing agencies to help them drive sales, expand their customer base, and strengthen their brand presence.

However, a growing concern is a lack of optimization and campaign adjustments some marketing agencies perform, resulting in sub-optimal results for these businesses.

Let's delve deeper into the challenges faced by window and door companies when it comes to marketing campaign optimization and explore potential solutions to ensure that these companies receive the best possible outcomes from their marketing efforts.

By addressing this concern head-on, we aim to shed light on the importance of collaboration between window and door companies and their marketing agencies in maximizing marketing impact and achieving long-term success.

Campaign Adjustment #1: Continually Improve Your Website

Your website must make a great first impression on potential customers. If it does not, then you’ll probably never convert a lead. Marketing agencies must monitor your website and renovate elements that turn visitors away.

The best agencies will, on a continual basis:

1) Use the finest images and videos

Visuals are important for customers because they capture attention, aid in understanding, evoke emotions, and demonstrate products and services.

Using current pictures and videos of your offerings, team, and satisfied clients creatively expresses your company’s value.

2) Simplify Site Navigation

A cluttered website might turn off interested customers, especially if they can not find what they want and how to get there. Visitors should find what they need quickly.

Window and door companies must ensure their marketing agencies check if site navigation is clear and fix it.

• Drop-down menus organize content better than links scattered across a pages
• Clear calls-to-action (CTAs) can encourage specific actions. 

The best agencies know this and will work to make sure your site visitors can get around without a problem.

3) Optimize for Mobile Devices

Lots of people use smartphones and tablets to go on the internet. Agencies should look at their clients’ websites every month to ensure they look good on mobile devices.

Technology changes, so they must work diligently to keep your company at the forefront of trends.

Adjustment #2: Get to Page 1 on Search Results

Companies should want their websites to appear at the top of search results. The higher the ranking, the more people will see the site. SEO (search engine optimization) helps websites appear higher in search results without paying to be at the top.

SEO can improve a website's visibility in search results, leading to more visitors and potentially more money.

Search engine trends and methods are always changing. It's important to stay updated so companies don't end up at the bottom of search results. Marketing agencies should stay informed about these trends and create content that includes new and popular keywords. This way, their clients can stay at the top of search results and be easily found.

Some common SEO techniques marketing agencies should perform include:

• Incorporating relevant keywords into content such as blog posts and landing pages.
• Optimizing title tags and meta descriptions creatively to entice users to visit the website.
• Strategically utilizing keywords across the entire website rather than overloading them on each page.

Adjustment #3:  Grow Your Blog

Your window and door company has a website to point prospective customers your way. But do you have a blog?

Having a blog is an effective method to bring more leads to your website. Producing content that relates to your target audience can demonstrate your expertise in the industry to potential customers. This builds credibility and trust, which can eventually translate into sales.

While writing a blog requires time and effort, the results are rewarding when you begin to notice an uptick in leads. Your agency should consistently strive to improve your blog and make it the best it can be. In addition to making it easy to read and optimized with the best keywords, your marketing agency should:

1) Know what Content to Create

A content strategy should match the client's intended audience and business goals. Agencies can achieve this by researching and identifying important topics, keywords, and popular subjects. By using this information, they can create interesting blog articles that capture readers' attention. These articles should provide useful information audiences find interesting.

2) Consistently Publish Articles

Updating a blog regularly with new content keeps readers interested and demonstrates a strong commitment to offering valuable information.

3) Promote the Blog Content on Social & Paid Advertising

No one can read your blog if they don’t know it exists. Your marketing agency should know this. They should share blog posts on social media platforms and use your content as part of paid advertising campaigns to engage with readers at every opportunity. Blog posts are the best way to create and build relationships with leads. Don't let your marketing agency neglect this important step!

Adjustment #4: Use Social Media Strategically

Social media platforms aren’t going away anytime soon. Leveraging these channels can prove beneficial in window marketing. Social media is a wonderful way to connect and form relationships with potential customers. You can establish trust with your target audience by sharing helpful and interesting content.If your social media posts aren’t performing well, then your marketing agency should make these adjustments:

1) Reply to EVERY Comment

Responding to comments shows that companies value their customers' input and are attentive to their needs. Addressing comments also allows companies to provide prompt customer support, which builds customer satisfaction.

2) Post Often

Consistency is important in social media marketing. A knowledgeable marketing agency understands what to post and how often to post it.

Adjustment #5: Paid Ads

Paid ads for window and door companies are an effective way to attract ready-to-buy leads. In some cases, they may be the only way. Ads can specifically target people actively searching for products or services like yours.

A marketing agency that specializes in paid advertising can handle and optimize ad campaigns for the best possible outcomes. Paid ad adjustments are integral in saving companies money as well as generating revenue.

Managing them involves fine-tuning audience targeting by understanding which segments are most responsive. This can secure ad relevance and alignment with current marketing objectives and business goals. All of this hard work can help companies stay ahead of the competition.

Adjustment #6: Automate, Automate, Automate

Automations simplify your company's tasks, saving time and effort. For instance, you can schedule posts ahead of time or set up alerts to stay informed about industry news.

Window and door companies can generate leads and make sales more efficiently without worrying about sending a barrage of promotional emails (which their marketing agency should take care of anyway).

Like practically everything with marketing, automation is not set-it-and-forget-it tool. Email and newsletter campaigns must be monitored to see if they retain their effectiveness. If they do not, then their content or frequency must be re-evaluated.

Sometimes, these channels lose their luster for unknown reasons, forcing companies to end them and pursue other avenues. Continuing ineffective campaigns wastes money and energy, two elements that could always be used elsewhere. Every automation should be tracked every month to preserve precious resources.

Adjustment #7: Publish New Case Studies

Case studies are informative documents that explain how your company assisted a previous customer. They typically provide details about the customer, the problem they encountered, your solution, and the outcomes they achieved.

Building an ever-growing fleet of case studies on your website can boost sales and help close more deals. However, this approach should be reworked if it doesn’t increase site visits.

1) Edit Content

Marketing agencies must assess their effectiveness in showcasing their client's products and services. They can deduce the impact of case studies on the target audience and identify the elements that resonate most with the audience. This could involve a rewrite, adding different images, or making a new one from another customer’s experience.

2) Stay Relevant

To keep case studies effective, they need to stay relevant and up-to-date. Monitoring helps agencies ensure that the case studies' information, examples, and outcomes accurately reflect the client's current abilities and accomplishments.

Change Your Business for the Better By Demanding MORE From Your Marketing Agency

Window and door companies must demand regular campaign adjustments from their marketing agency to stay ahead of the competition.

With technology constantly changing, it's essential to optimize sites for mobile and improve site navigation.

• SEO techniques must also be regularly updated to improve website visibility and attract more visitors.
• A blog is an effective way to build credibility and trust with potential customers, so it's crucial to create interesting and informative content and promote it on social media platforms.
• Marketing agencies should also respond to comments and post consistently.
• Paid ads targeted at potential customers are an effective way to generate leads and make sales.
• Automations and case studies are other essential elements that must be regularly evaluated and refined to stay relevant. 

At GoRizen, we specialize in the window and door industry and understand the need for frequent on-the-fly adjustments to keep your company ahead of the competition. Rizen can help your company:

1) Conduct Message Testing

You have to find the right message before you can connect with an audience. We perform surveys and evaluate potential client issues along with your proposed solutions, targeting an audience that has been thoroughly researched.

2) Refine Branding

Polishing your branding helps you stand out from your market, build credibility and trust among customers, and maintain consistency in your messaging and visuals. With us by your side, you can position your brand as the only one customers consider when seeking a window and door company.

3) Build Out Your Staff Support

We can assist you in setting up and training your call center, customer prospecting team, sales staff, lead qualifiers, appointment setters, and community management personnel. Our goal is to ensure that all these components work seamlessly and efficiently for your business.

4) Manage Every Digital Marketing Campaign

A typical marketing campaign consists of several important stages:

• Planning: where objectives are defined, and strategies are developed.
• Analytics: measuring campaign results to determine success.
• Delivery: where the campaign is executed through various channels.
• Evaluation: assessing the campaign's performance to gather insights and make improvements.

That’s a lot of work for just one campaign!

It’s time to look for another solution when marketing agencies are not adjusting campaigns for stronger window marketing.

To learn more about what you deserve from a window and door growth campaign, check out our free guide on how to sell windows and doors in 2023.

Contact us to learn how we will stick with you during each growth stage.