Have you noticed a drop in your website’s traffic and search rankings? You’re not the only one. Many businesses are experiencing a decline in organic search results. It’s no surprise that one of the biggest reasons is how AI (and a growing focus on Generative Engine Optimization aka GEO) is changing the way search engines like Google work.

The AI Shift: Why Search Engines Are Changing

Search engines are no longer just looking for keywords on a page. Instead, AI helps them understand the intent behind a search and provides the best possible answer…sometimes without the user even needing to click on a website.

• AI-Generated Summaries: Google now generates its own AI summaries at the top of search pages, pulling from different websites. A study found that when AI summaries appear, organic clicks can drop by over 70%.
• Zero-Click Searches: About 60% of Google searches now end without a user clicking on a website, as answers are provided directly in search results.
• Voice and Chatbot Search: 1 in 3 consumers use voice search now, further reducing traditional clicks to websites.

These changes are giving rise to a new SEO approach often called Generative Engine Optimization (GEO), which prioritizes content that AI can easily interpret and serve to users directly in results.

What is Generative Engine Optimization (GEO)?

GEO is the emerging approach to optimizing content for AI-powered search experiences, like Google’s Search Generative Experience (SGE). At a glance, it may sound like a new frontier, but in practice, many GEO tactics echo long-standing SEO principles.

• The basics still matter: Content quality, expertise, and clear structure (headings, short paragraphs, supporting visuals) are all critical in helping AI understand and rank your pages.
• FAQs are gaining importance: With AI often serving users Q&A-style answers, including question-based sections in your content increases visibility.
• Reviews may play a bigger role: Customer reviews (especially through Google) can add trust signals and help content surface in AI summaries.

The challenge is that unfortunately GEO is hard to measure right now (but hopefully not for long). Traditional SEO tools like Ahrefs or SurferSEO aren’t built to track how AI-generated results impact your site. New tools like HubSpot’s AI Search Grader are emerging, but their accuracy and benchmarks are still evolving.

For now, be cautious with services hyping “AI-optimized” content. With no standard tools or clear benchmarks yet, many are simply rebranding existing SEO tactics without proven results.

Why Your Website’s Traffic is Dropping

Google’s AI-driven updates make it harder for businesses to attract clicks. Search results increasingly highlight Google’s own tools (like Maps, Shopping, and YouTube) while competition for organic rankings grows.

• Google Favors Its Own Platforms: Organic results are pushed lower down the page in favor of Google-owned content.
• More Competition: More businesses are fighting for a shrinking pool of organic clicks.
• SEO Standards Are Changing: Keyword-heavy pages don’t rank as well as content that is trustworthy, in-depth, and user-focused. (this isn’t a new concept)
• Technical SEO Matters More: Slow load times, poor mobile experience, and confusing navigation negatively impact rankings.

How to Adapt Your SEO and GEO Strategy

To stay competitive, focus on creating high-quality, helpful content that truly benefits your audience. Articles should quickly answer common questions and demonstrate real expertise. According to Google, content that is well-structured, fact-based, and easy to read is more likely to be featured in AI-generated results.

1. Improve Your Content Strategy

High-quality content has always mattered, but with AI-driven search, it’s now essential. Google prioritizes content that delivers real value rather than just targeting keywords. Simply posting frequently isn’t enough. Your content must be insightful, useful, and well-structured to rank well.

Write content that answers user questions clearly and provides unique value. Instead of surface-level topics, focus on expert insights and detailed explanations that showcase your authority. (and can’t possibly be answered in just an AI summary)

Structuring your content with clear headings and summaries makes it easier for search engines and AI tools to recognize its relevance. This type of structured, high-value content is also more likely to be recognized by AI-driven search engines and surfaced through GEO mechanisms like Google’s Search Generative Experience.

2. Target the Right Keywords

Choosing the right keywords is no longer about stuffing your website with popular search terms. AI-powered search engines prioritize relevance and intent over keyword repetition. To improve rankings, focus on three main types of keywords:

• Long-Tail Keywords: These are longer, more specific phrases that reflect exactly what a user is searching for. Instead of targeting “manufacturing solutions,” aim for “best manufacturing solutions for small automotive companies.” Long-tail keywords account for 70% of all web searches and usually have less competition.
• Question-Based Keywords: Many searches are now phrased as questions, especially with voice search. Instead of just “metal fabrication techniques,” optimize for “What are the best metal fabrication techniques for aerospace parts?” Creating FAQ sections and answering specific questions within your content increases the chances of appearing in featured snippets and AI search results.
• Commercial and Transactional Keywords: These are used when someone is ready to make a decision. Instead of just “custom furniture,” optimize for “best custom furniture design company in Houston” or “hire a custom furniture manufacturer for hotels.” These keywords tend to attract users who are more likely to convert into customers.

3. Strengthen Technical SEO

A well-designed website isn’t enough; search engines also evaluate the technical foundation. Slow load times, poor mobile optimization, and broken links can hurt rankings, no matter how good the content is. Staying on top of your technical SEO ensures that search engines can properly crawl, understand, and rank your website, making it easier for users to find your content.

• Site Speed & Mobile Experience: Slow load times and poor mobile usability reduce rankings.
• Structured Data Markup: Helps search engines understand and highlight your content.
• Navigation & Fixes: Broken links and poor site structure harm user experience and rankings.

4. Build Brand Authority

Focus on quality over quantity when link building. A handful of strong, relevant links from reputable industry sources will do far more for your website’s credibility than dozens of low-quality links.

Google now prioritizes natural, authoritative backlinks, so investing in building real relationships, guest posting on respected sites, and getting organic mentions in trusted publications will help strengthen your online presence and rankings. A few strong links from reputable industry websites are far more valuable than dozens of low-quality links.

The Future of SEO in an AI-Driven World

If your rankings are slipping, don’t panic. This shift is happening across all industries and many of us are being affected. Just know that SEO is not going away anytime soon, but it is definitely changing and will never be the same. The good news is that businesses that focus on creating valuable content, strengthening their brand, and keeping up with technical best practices will continue to thrive.

Partner with MARION for Smarter SEO

Need help navigating SEO in the AI era? Contact MARION today to develop a strategy that keeps your business visible and competitive in terms of SEO, GEO, AI, and everything in between!

AI is no longer a term reserved for big brands with massive budgets. In 2025, small teams can now tap into smart tools that automate tasks, personalize content, and analyze data.

How Small Businesses Are Using AI in Marketing Today

If the idea of using AI sounds intimidating, don’t be discouraged. A lot of business owners feel that way at first, especially when you’ve been doing things the same way for years (if not decades). But once you try it, the benefits become obvious fast. It’s not replacing your team or your entire process. Think of it as taking a some weight off your plate so you can focus on the things that need your attention most.

AI isn’t reserved for big brands anymore.

With the rise of affordable SaaS tools, small businesses now have access to AI-powered platforms once used exclusively by enterprises. If you’re solo running email campaigns, social media, or customer support, there’s likely an AI solution that fits your budget and needs.

Why AI is already part of your marketing (even if you’re not using it yet)

AI already influences how your customers engage with content online. Algorithms decide what shows up in their feeds, which emails land in their inbox, and what ads they see. So, it only makes sense that using AI will give your business a better chance of getting noticed in that crowded space!

How AI Helps Small Businesses Do More with Less

We’re a small business too, and we use AI every day. It helps us handle the repetitive stuff (like scheduling posts or pulling data) so our team can spend more time thinking, writing, and building campaigns. It’s not replacing anyone on our team, just making their work a little faster and a lot easier.

Find the right people faster.

AI can analyze customer behavior and segment audiences automatically. That means you can deliver the right message to the right person at the right time without spending hours poring over spreadsheets.

Skip the blank page.

AI writing tools generate blog outlines, social media posts, and email subject lines in seconds. You still need to guide the message, but these tools help you move faster and skip the blank page struggle.

Make smarter calls with data.

AI tools can forecast which leads are likely to convert. They can spot when customers might leave and show what content earns clicks. Your team still interprets the results and makes the final call, but AI gives you a clearer view to work from.

Let chatbots handle the FAQs.

Today’s chatbots go far beyond canned responses. They can answer common questions, schedule meetings, and guide users through your sales funnel. But they don’t replace the human touch – your team can step in for more nuanced conversations and relationship-building.

Cut the busywork.

From scheduling social posts to managing email drips, AI frees up your team to focus on strategy and creativity rather than busywork.

Learn how to use ChatGPT to generate leads.

AI Marketing Tools for Small Business

You don’t need a complex tech stack to get started. Many tools are built for everyday business owners and marketers. Here are a few categories worth knowing:

AI Tools for Email Marketing

AI email marketing tools for small businesses include send-time optimization, subject line suggestions, and automated audience segmentation.

• Mailchimp
• Constant Contact
• ActiveCampaign

Social Media Assistants

These platforms help you write, schedule, and recycle posts. Some can even turn blog content into social media-ready copy.

• Buffer
• Lately

SEO Tools That Use AI

These SEO tools offer keyword suggestions, compare your content with competitors, and provide writing guidance based on search trends.

• SurferSEO
• Ahrefs
• Semrush

AI in CRM Platforms

CRM tools with AI features can generate leads for your small business, track user behavior, and suggest outreach actions to keep your pipeline moving.

• HubSpot
• Zoho

Sample Timeline: How to Start Using AI in Your Small Business Marketing

You don’t have to overhaul everything at once. Here’s a simple month-by-month rollout to help you start small and build momentum:

This kind of step-by-step approach keeps things manageable. It gives your team time to adjust and get comfortable with the new tools before adding more.

Common Misconceptions About AI for Small Business

AI tools are more accessible than many business owners realize. But old ideas can still hold people back. Let’s clear a few of those up.

“It’s too expensive”

Many AI tools are subscription-based and priced for smaller teams. You can start small with a single platform (like AI-driven email or social scheduling) before expanding into other tools.

“It’s too complicated to use”

Modern tools are built with non-technical users in mind. Many have simple dashboards, built-in tutorials, and customer support teams to help you get started quickly. If you can manage email or spreadsheets, you can handle most AI-powered platforms without a steep learning curve!

“AI will replace human marketers”

AI helps automate and speed up parts of your workflow. But strategy, brand voice, and creative decision-making still rely on human input. AI assists, you stay in control.

Get Help Applying AI to Your Marketing

If you’re ready to use AI to attract better leads and run smarter campaigns, MARION can help.

We’ve provided outsourced marketing to Texas-based businesses for over 40 years. Our team knows how to blend practical marketing strategy with today’s smart tools (without making things complicated).

Schedule a free consultation to see how AI can fit into your marketing. We’ll help you focus on what works so you can grow your business with confidence!

Most businesses are active on social media. But ask yourself this: do you really know what’s working? Are your posts bringing in the right people?

A social media audit can help answer these questions for you. It gives you a clear view of your current performance, identify what needs fixing, and shows you what’s already doing well.

What is a Social Media Audit?

A social media audit is a detailed review of your business’s social profiles and performance. It answers questions like:

• Where are you posting?
• Who’s engaging?
• What kind of content gets results?
• Are you using your time and budget in the right places?

Contrary to popular belief, it’s more than counting likes or followers. A good audit connects your social efforts to business goals, like lead generation or brand awareness.

At MARION, we recommend doing a quick audit once a quarter, and a deeper review before launching new campaigns or changing your content strategy.

What You’ll Learn from a Social Media Audit

A social audit can tell you a lot more than you think. Here are some of the big takeaways:

Which Platforms Are Worth Your Time

Not every social platform delivers the same value. You might be putting effort into Instagram, but all your leads are coming from LinkedIn. Or you may find that X (Twitter) gets plenty of impressions but zero clicks. An audit helps you zero in on where your time and content are actually paying off.

What Content Performs Best (and Worst)

Not all posts are created equal. An audit helps you pinpoint which content types (videos, graphics, links, or simple text) resonate most with your audience. You’ll also see what’s underperforming, so you can stop wasting time on formats that fall flat.

Example: A local contractor may find that project before-and-after images outperform every other post type. That’s a sign to post more of them!

Who’s Engaging with Your Brand

Knowing your audience is key. With the right audit tools, you’ll uncover valuable insights about who’s liking, sharing, and commenting on your posts (their age, location, interests, and more). This lets you tailor content more effectively.

Where Your Followers Are Coming From

When someone clicks through to your site from a social post, that’s momentum you want to understand and build on. Are they coming from boosted posts, organic shares, or maybe even your profile links?

With this data in hand, you can pinpoint what’s creating action and what’s not. If your Facebook content is generating strong referral traffic while Instagram barely registers, it’s worth adjusting your content plan or ad budget accordingly.

If Your Branding Is Consistent Across Channels

Scroll through your social accounts and check:

• Profile photos and banners: Are they updated and aligned?
• Bios: Do they match your tone, services, and message?
• Post visuals: Are your fonts, colors, and styles consistent?

Tip: Your audit should include a branding snapshot for each platform. Uniformity builds trust, even across different audiences.

What Your Competitors Are Doing Better (or Worse)

Reviewing a few of your competitors’ profiles offers useful perspective. You might notice they post more often, but get less engagement. Or maybe they’ve nailed a tone of voice that gets conversations started. Seeing what others do helps you spot gaps or opportunities in your own strategy.

Common Issues a Social Media Audit Can Find

You might be surprised what pops up during a social media marketing audit. Here are some common problems:

• Inactive or duplicate profiles
• Off-brand visuals or outdated bios
• Slow or inconsistent response times to comments and messages
• Too much promotional content, not enough value or engagement
• Missing contact info, broken links, or incomplete profiles

These issues are easy to miss day-to-day but can drag down your performance long-term.

Get the Free Social Media Audit Checklist

Not sure where to start with your social media marketing audit? Use this quick checklist, it’s a simple way to get clarity before making major changes to your social strategy.

1. Review each profile photo, banner, and bio to make sure everything is current and on-brand
2. Check that contact info and website links are accurate and working
3. Look at the last 3 months of engagement: which platforms are performing best?
4. Identify which types of posts get the most likes, comments, and shares
5. Make sure you’re not only posting promotional content (add tips, updates, or behind-the-scenes moments)
6. Check that you’re using hashtags effectively to expand reach
7. Review your audience demographics: who’s actually engaging?
8. Check your branding across platforms: same tone, visuals, and messaging?
9. Take a peek at 2-3 competitors: what are they doing that you could learn from?
10. Choose one or two things to fix or improve this month – and repeat the audit quarterly!

This checklist gives you a fast, surface-level view of how your social media is doing. But there’s a lot more that goes into a thorough audit, including reviewing historical trends, analyzing paid performance, identifying content gaps, assessing follower quality, and measuring how your efforts stack up against industry benchmarks.

Want a deeper look at your strategy and how to make it work harder for your business? MARION’s digital marketing agency experts can do a full audit for you, pinpoint what’s working, and help you build a plan that gets results.

Need Help with Your Social Media Marketing?

If you’re frustrated with slow growth or not seeing the results you hoped for, maybe it’s time for a social media audit! MARION works with businesses across Texas to build smart, effective social media strategies.

Our social media marketing specialists will help you:

• Identify the right channels for your audience
• Create high-performing content
• Improve reach and engagement
• Track results

So, if you’re ready for more direction in your social media management, you’re in the right place!

Contact us today to get started

When the temperature rises and inboxes get flooded, most emails go unread. Not because people don’t check their emails, but because what lands in their inbox doesn’t match where they are in their decision-making process.

That’s why you need a well-built email marketing customer journey.

So don’t just write more emails, write better ones…emails that land at the right time, say the right thing, and make people feel like your business gets what they need.

What is the Email Marketing Customer Journey?

The email marketing customer journey is the path your leads and customers take, from first touch to long-term loyalty, all through email communication. Think of it as a chain of conversations, each one with a purpose, each one building trust.

It’s not a funnel. It’s not a drip campaign you set and forget. It’s a sequence of relevant touchpoints that respond to behavior and guide the reader without feeling like a sales pitch.

Step 1: Break the Journey into Stages

Mapping your email marketing customer journey starts with understanding where your audience is mentally and emotionally. These are the five core stages to build around:

1. Awareness

This is the introduction. They don’t know who you are or what you offer.

Email Example:

• “Top 5 Costly Mistakes in [Industry] and How to Avoid Them”
• “2025 Trends You Shouldn’t Miss in [Sector]”

2. Consideration

They’re weighing options and comparing solutions. They might be reading case studies or asking around.

Email Example:

• “How [Client Name] Cut Downtime by 38% in 3 Months”
• “Webinar Invite: Choosing the Right [Service/Product] Partner”

3. Purchase

This is your chance to help them take action. They’re nearly ready to buy.

Email Example:

• “Limited-Time Offer: Get Started with No Setup Fee”

4. Onboarding

The deal’s closed but the journey’s not done. Now’s your chance to make a strong first impression.

Email Example:

• “Welcome to [Your Company Name] – Here’s What to Expect”

5. Repeat & Referral

You’ve earned their trust. Now make it easy for them to return (or refer others).

Email Example:

• “Here’s What’s New Since You Last Checked In”
• “Know Someone Who Needs [What You Do]? Share and Save.”

Step 2: Match Your Content to the Stage

Each stage of the email marketing customer journey deserves its own message, tone, and content. A strong lead magnet (something like a checklist, industry guide, or free resource) can set the right tone from day one.

Here’s how to align what you send with what your audience actually wants to see:

Awareness Stage

• Blog posts, checklists, guides
• Free resources without opt-ins
• Avoid the hard sell

Consideration Stage

• Case studies, testimonials, product comparisons
• Event invites and demo requests
• Show how you’ve helped others solve real problems

Purchase Stage

• Pricing sheets, proposal follow-ups
• Support from a real person
• Clear next steps with minimal friction

Onboarding Stage

• Video intros, team contact info
• First-step tasks or mini wins
• Set expectations and reduce confusion

Repeat & Referral Stage

• Product updates, loyalty offers
• Referral rewards or “bring a friend” bonuses
• Satisfaction surveys or quick feedback requests

Expert Tip: Don’t write for your product. Write for the questions people are asking in their head at that moment.

Need help creating lead magnets, ebooks, or case studies that attract qualified leads? MARION offers content marketing services tailored to each stage of your customer journey.

Step 3: Use Behavior to Trigger the Right Messages

Send emails based on what your audience is actually doing (not what you assume they’re ready for).

Set Triggers Like:

• Signing up for a newsletter
• Viewing a pricing page
• Downloading a guide
• Attending a webinar

For example, if someone clicks a link to view your pricing but doesn’t reach out, send a follow-up: “Still have questions about pricing? Here’s a breakdown + who to contact.”

Timing Matters

Send too many emails too fast and you’ll lose trust. Wait too long and the opportunity passes.

Space your messages based on behavior and urgency, not a pre-set calendar.

Pro Tip: Automate workflows but keep the tone personal. Use names, ask questions, and make replies feel welcome.

Step 4: Measure and Adjust Often

Track the usual metrics (opens, clicks, unsubscribes) but don’t stop there.

What Really Matters:

• How many people reply
• How many convert to calls, demos, or purchases
• How many move from one stage to the next

Test subject lines. Watch where people drop off. Cut the dead weight and double down on what works.

Fun fact: Personalized email messages improve click-through rates by 14% and conversions by 10%.

Common Gaps (and How to Fix Them)

Most companies miss the mark in a few areas. Here’s where things fall apart (and how to fix them):

1. No Welcome Series

That first impression sets the tone. A welcome email should:

• Confirm what they signed up for
• Deliver immediate value
• Introduce your brand tone and personality

2. No Follow-Up After Quotes or Proposals

If they asked for pricing and you don’t follow up, that’s a missed chance. Send a brief message that adds clarity, not pressure.

3. No Re-Engagement for Cold Leads

Someone goes quiet after a few emails? Send a soft check-in like:

• “Still exploring options? Here’s something you might find helpful.”

4. No Post-Sale Touchpoints

The sale is only the middle. A simple follow-up to ask how things are going or to share what’s next can lead to longer relationships and referrals.

Fixing the above gaps often starts with better strategy. MARION provides email marketing audits and campaign planning for businesses ready to tighten up their follow-through.

Ready to Build a Smarter Email Marketing Customer Journey?

Most email marketing falls short because it’s out of sync with what people actually need. Timing, tone, and clarity matter more than volume.

At MARION, we help businesses plan and execute email strategies that do more than hit inboxes. We create email marketing customer journeys that match how your audience thinks and moves…from first contact to loyal customer. Our marketing agency team can work with you to map out the exact touchpoints your leads need, create content that feels personal, and set up the automation that keeps it all running without feeling robotic.

If it feels like a chore to write, it’s probably a chore to read…we help you avoid that.

Let’s talk about what your next step should look like!

When the temperature rises, most people slow down…but your marketing doesn’t have to. Summer offers the chance to stand out while others are on autopilot. If your B2B business depends on staying visible and generating steady leads, this is the time to keep your audience engaged.

Here are 8 summer-friendly tactics to keep your brand active and top-of-mind.

1. Host a Summer Giveaway

It might sound obvious, but branded giveaways still work. Not the “stress ball in a dusty drawer” kind…give them something they’ll use when it’s 103 outside. Think insulated tumblers, cooling towels, portable fans. I once saw a contractor hand out branded can koozies at a local festival — simple, cheap, and everyone kept them. Genius.

Keep it simple: announce the giveaway, ask for an email or a follow, maybe a share to enter. Don’t overcomplicate it. People love low-effort wins, especially when it’s hot and their brain’s running on half speed.

One study even reported that 83% of consumers like receiving promotional products with an advertising message.

2. Create Content That Matches the Season (And the Mood)

Nobody’s in the mood to read a white paper right now. You know it. I know it. So don’t fight it. Instead, make your content quick, useful, and maybe even a little fun.

What are your customers dealing with during this stretch of the year?

Examples:

• A construction company might publish a blog on “Keeping Cool on the Job: Essential Tips for Summer Construction Work.”
• A tech company could create a video series on “Optimizing Your Home Office for Summer Productivity,” showcasing ways to stay comfortable and efficient while working from home during the heat.
• A healthcare provider might share an infographic on “Hydration Hacks: Staying Healthy in the Summer Heat,” offering tips on staying hydrated and the benefits of their hydration products or services.

And don’t be afraid to share a little personality. You’re not writing a textbook here…you’re trying to connect. A little levity goes a long way this time of year.

3. Summer-Themed Promotions

You don’t need a full-blown campaign to offer a good summer deal. Toss out something limited-time, give it a fun name like “Too Hot to Think Promo” or “Summer Slowdown Special,” and send it to your list with a quick note.

Something like: “We know things feel slow right now. Here’s something to make your life a little easier.”

It doesn’t need to be clever or complicated. In fact, the more human it sounds, the better it performs. Summer is all about energy conservation, for your customers too. Make sure to promote these deals through email and social media marketing.

4. Outdoor Events and Sponsorships

Summer is the season for outdoor events. Consider sponsoring local events like festivals, fairs, or sports games. Not only does this increase brand visibility, but it also shows your support for the local community. Set up a booth or tent with branded giveaways and information about your business.

As a matter of fact, 9 out of 10 marketers agree that experiential marketing boosts compelling engagement.

5. Share a Bit of the Human Side

People like doing business with companies that feel… well, like people. One of the easiest ways to make that happen? Show off your team’s summer vibe.

Post some behind-the-scenes shots. Team BBQs, vacation snapshots, bad sunburn stories (ok, maybe not the last one). Or have your employees share their favorite summer snack or weekend activity.

It takes 10 minutes, and suddenly your business feels less like a logo and more like a group of real folks your audience can relate to.

Examples:

• Share a series of social media posts featuring your team’s vacation snapshots and stories. This humanizes your brand and gives your followers a glimpse into the lives of the people behind the business.
• Encourage your customers to share their vacation photos with your products and feature these images in your email newsletters or on your website. Offer a small incentive, like a discount on their next purchase, for participating.

6. Ask Your Customers to Share

Here’s the thing: user-generated content performs better than most brand posts. And summer gives you the perfect excuse to ask for it.

Run a social media campaign and start a hashtag (keep it short). Ask customers to post pics using your product or service in their summer routine. Give them a reason to join in — small discount, feature on your feed, bragging rights.

Once you get a few entries, repost them. People love seeing their content shared, and it gives your feed more depth than stock images or “corporate updates.”

7. Give Your Emails a Seasonal Refresh

A quick update to your email visuals and subject lines can make a difference. Highlight limited-time offers, useful tips, or seasonal use cases. Add a fun summer recipe or quick poll for interaction.

Emails that feel timely are more likely to be opened and shared.

Examples:

• An office supply company could do a newsletter featuring “Top 10 Office Gadgets to Keep You Cool This Summer.”
• A software development company might create an email marketing campaign titled “Stay Productive in the Heat” with tips on using their tools to maintain efficiency during the summer months.
• A commercial cleaning service could offer “Summer Cleaning Specials” through their email campaigns, emphasizing how a clean, cool workspace can enhance productivity.
• A food supplier could send out a summer-themed recipe newsletter showcasing “Cool and Refreshing Office Snacks” that use their products.

8. Refresh Your Visuals

You don’t need a full redesign. Just update your homepage banners, rotate in some warm-weather photos, and change your social profile headers.

It shows people your business is active and paying attention. It’s a small detail, but it adds up — especially when everyone else looks frozen in time.

Even swapping in an image of someone holding a cold drink or working outdoors can make your brand feel more relevant. It’s an easy win.

Don’t Let the Texas Heat Slow Your Business Down

Everyone’s tired, inboxes are lighter, and meetings start getting pushed to “after Labor Day.” That’s your chance. When your competitors go quiet, your voice carries further.

If you’re short on time or ideas, our outsourced marketing agency has your back. At MARION, we work with businesses across Texas to keep their marketing active — even during the dog days of summer. Let us help you beat the heat with our digital marketing services in Austin and Houston, Texas.

Need help with your campaigns, content, or getting something out the door before the heat hits triple digits again? Let’s talk.

Today’s HVAC market is packed with competition and rising customer expectations. The middle of summer or the dead of winter are peak seasons when potential customers are searching online for fast, reliable HVAC help. The challenge? Making sure your company is the one they call.

If your HVAC business relies on word of mouth alone, you’re leaving money on the table. It takes a modern, localized, and measurable strategy to bring in steady leads all year long.

The HVAC Buyer Has Changed

Homeowners and property managers no longer flip through the Yellow Pages when their HVAC systems break down – they head straight to Google. Search behavior has shifted dramatically, and with that comes a more informed, more impatient customer.

Today’s HVAC buyer:

• Searches online during high-stress moments. If it’s 100 degrees and the AC goes out, they want fast help and immediate availability.
• Relies heavily on reviews. A five-star rating and recent customer feedback often outweigh years of experience if your web presence is weak.
• Is mobile-first. Most searches happen from phones. If your site isn’t responsive and your phone number isn’t clickable, you’re losing leads.
• Trusts appearance. A professionally branded website with licensing information and technician photos makes a big difference in credibility.

To stay competitive, HVAC companies need to meet buyers where they are: on mobile search, with trustworthy information, and a reason to act now.

Digital Marketing Tactics That Deliver for HVAC Businesses

If your goal is to drive more high-quality leads and fill your calendar with booked jobs, these proven digital strategies should be at the core of your HVAC marketing plan.

1. Local SEO

In competitive metro areas like Dallas and Houston, showing up in the top 3 Google results can dramatically impact your call volume. We’ve helped HVAC businesses in big cities climb into the Map Pack by optimizing their local listings and encouraging consistent review generation.

Google’s “Map Pack” dominates local HVAC searches, and getting into that 3-pack can make or break your lead flow. To do that:

• Optimize your Google Business Profile with accurate info, service categories, photos, and service descriptions.
• Build local citations on directories like Yelp, Angi, and BBB with consistent NAP info.
• Generate and respond to Google reviews to boost visibility and build trust at a glance.
• Create location-based service pages that target searchers in each city or neighborhood you serve.

2. Paid Search (Google Ads)

Some HVAC services are too urgent to wait for SEO. Paid ads help you show up immediately for searches like “AC repair near me”, “Emergency furnace repair 24/7”, or “HVAC replacement financing Houston”.

With a well-built campaign, you can:

• Control spend based on seasonality
• Use call-only ads for faster conversions
• Run retargeting ads to bring back visitors who didn’t convert the first time

3. Website Optimization

Across Texas – from San Antonio to Dallas – we see too many HVAC websites that look outdated or take too long to load on mobile. These missed opportunities can mean thousands in lost revenue during peak seasons. A fast, modern site builds instant trust and keeps customers from clicking over to your competitors.

Once people land on your site, every second counts. A clear and easy-to-navigate experience can be the difference between a booked job and a bounce. Think of your website as your 24/7 salesperson; it should answer key questions, build trust, and make it easy to take action! Once people click through, your website needs to close the deal.

• Make sure it’s mobile-friendly and loads in under 3 seconds
• Use CTAs like “Book Now” or “Call for a Free Estimate” in prominent positions
• Display trust-building elements: reviews, guarantees, technician credentials, financing options
• Add real photography to avoid the generic feel of stock images

4. Email & Text Automation

Stay connected with your customers and increase repeat business:

• Automate thank-you emails with review links after completed jobs
• Schedule annual maintenance reminders for AC tune-ups and furnace checks
• Promote seasonal offers via SMS for timely promotions

Traditional Marketing Still Has a Role (If Done Right)

Digital-first doesn’t mean digital-only. A smart mix of offline marketing still works – especially for HVAC businesses that rely on neighborhood visibility.

• Place yard signs after every successful install or repair job. Explore our signage design services here.
• Use branded vehicle wraps with a bold phone number and service promise.
• Distribute door hangers with limited-time discounts before peak seasons.
• Sponsor local school events or sports teams to build goodwill and name recognition.

When paired with digital tracking (like using unique phone numbers), even traditional marketing can drive measurable ROI.

Tracking ROI in HVAC Marketing

You wouldn’t run an HVAC business without measuring system performance. Your digital marketing should follow the same standard.

Start by tracking:

• Leads by source. Know which ones come from Google Ads, organic search, or door hangers.
• Call tracking. Assign unique numbers to each marketing channel to tie phone calls to revenue.
• Form submissions. Use a CRM to capture lead details and monitor close rates.
• Cost per lead (CPL) and customer lifetime value (CLTV). These metrics show what’s working and where you can improve.

At MARION, we set up HVAC campaigns to be fully measurable from day one because the only marketing that matters is the kind that drives real, trackable revenue.

Get a Smarter HVAC Marketing Strategy with MARION

Consistent visibility, trust, and local lead generation are what drive growth in the HVAC space. You don’t need a bigger budget. You need a smarter strategy.

Our home services marketing agency helps HVAC companies grow through:

• Local SEO and Google Business Profile optimization
• Conversion-focused web design
• ROI-driven Google Ads management
• Review generation and reputation management
• Email and automation campaigns that keep your brand top-of-mind

Let’s make this your busiest year yet.

Contact MARION today to schedule your free HVAC marketing consultation and start generating more calls, more estimates, and more booked jobs.

Keyword research is the foundation of a strong SEO strategy. If you’re looking to increase your website’s visibility and attract the right audience, mastering B2B keyword research is a must. Here’s how to do it effectively.

Understand Your Audience

The first step in keyword research is understanding your audience. Who are they? What are their interests, needs, and pain points? Create detailed buyer personas to get a clear picture of your target market. This will help you identify the search terms they’re likely to use.

Brainstorm Seed Keywords

Start by brainstorming a list of seed keywords. These are the basic terms related to your business or industry. For example, if you run a pest control company, your seed keywords might include “termites,” “spiders,” “pest infestation,” and “extermination.” Think broadly at this stage and write down anything that comes to mind.

Use Keyword Research Tools

Once you have your seed keywords, it’s time to expand your list using keyword research tools. Here are some favorites:

• Ahrefs: Offers extensive data on keyword difficulty, search volume, and competitive analysis.
• SEMrush: Great for identifying related keywords and analyzing competitor strategies.
• Ubersuggest: A user-friendly tool that provides keyword suggestions, search volume, and more.

Consider Local SEO Factors

If your business serves a specific geographic area, focus on location-based keywords. Include city or neighborhood names in your research to target local searches effectively. For example, “pest control Houston” or “Austin termite inspection.” Using tools like Google’s Keyword Planner can help you identify local search trends.

Analyze Search Volume and Competition

When evaluating potential keywords, look at two main factors: search volume and competition. Search volume indicates how often a keyword is searched for, while competition shows how difficult it will be to rank for that keyword.

Choosing the right keywords means balancing search volume and competition:

• High search volume – More traffic potential but often highly competitive.
• Low competition – Easier to rank for, but might have lower traffic.

Aim for a balance. High search volume is great, but if the competition is too fierce, you might struggle to rank. Conversely, low-competition keywords might have less traffic, but they’re easier to dominate.

Look for Long-Tail Keywords

Long-tail keywords are longer, more specific phrases that often have lower search volumes but higher conversion rates. For example, instead of “pest control,” a long-tail keyword might be “commercial pest control houston.” These keywords are less competitive and can help you attract highly targeted traffic.

Learn more about long-tail vs. short-tail keywords.

Check Out the Competition

Take a peek at what your competitors are doing. Tools like Ahrefs and SEMrush allow you to analyze the keywords your competitors are ranking for. This can give you insights into their strategy and help you identify gaps in your own.

Match Keywords to User Intent

User intent is a major factor in B2B keyword research. Are people searching for information, looking to make a purchase, or seeking a service? Align your keywords with their intent:

• Transactional intent: “Best pest control service near me”

• Informational intent: “How to get rid of ants naturally”

Create a Keyword Plan

Once you have a list of potential keywords, organize them into a plan. Group similar keywords together and map them to specific pages on your website. This will help you create targeted content that aligns with your audience’s search queries.

Monitor and Adjust

Keyword research isn’t a one-and-done task. Regularly monitor your rankings and adjust your digital content strategy as needed. Use analytics tools to track which keywords are driving traffic and conversions. Be ready to tweak your approach based on what’s working and what’s not.

The bottom line is that doing B2B keyword research like a pro takes time and practice — but the results are well worth it.

Get Started with MARION

Looking to boost your SEO rankings? Or do you need year-round marketing support? Either way, MARION can help you identify the most effective keywords to target your ideal audience. Our Houston SEO company will get you started on the path to online success.

Reach out today to learn more about our B2B keyword research services and other marketing packages.

Imagine walking into a store with flickering lights, broken shelves, and outdated products. You’d probably turn around and leave, right? That’s exactly how visitors feel when they land on a poorly maintained website.

Your website is a 24/7 sales rep, but if it’s slow, outdated, or broken…it’s costing you customers. Let’s fix that.

What We’ll Cover

Website maintenance doesn’t have to be overwhelming. Here’s what you’ll learn in this guide:

1. Why Website Maintenance Matters
2. Common Website Issues
3. Essential Maintenance Tasks
4. DIY vs. Hiring a Pro
5. How Often to Update
6. Best Tools for Website Maintenance
7. What to Do if Your Website Breaks
8. Why Outsourcing Website Management is Worth It

Now, let’s dive in.

1. Why Website Maintenance Matters for Your Business

Your website isn’t a “set it and forget it” deal. Regular maintenance is crucial for:

• Credibility – 75% of consumers judge a business’s credibility based on its website design.
• Lead Generation – Slow or broken sites turn visitors away before they convert.
• SEO & Visibility – Search engines hate neglected websites. If you’re not updating, you’re not ranking.
• Security – Hackers love outdated websites. One vulnerability can compromise your entire business.

Expert Tip: A fast, secure, and regularly updated website builds trust and boosts conversions.

2. Common Website Issues That Hurt Your Business

Here’s what might be secretly sabotaging your website:

• Slow Load Times – 53% of users leave if a page takes more than 3 seconds to load. (you know it’s true)
• Broken Links & 404 Errors – Frustrate visitors and hurt SEO rankings.
• Outdated Content – Makes you look inactive or irrelevant.
• Security Vulnerabilities – Outdated plugins and software make you a hacker’s easy target.
• Poor Mobile Experience – Most users won’t recommend a business with a poorly designed mobile site. Not to mention, Google prioritizes mobile-friendly sites. Run a mobile usability test on a regular basis.

Fun Fact: Did you know that Amazon once lost an estimated $34 million in a one-hour website outage?

3. Essential Website Maintenance Tasks (Even If You’re Not a Techie)

One of the biggest mistakes business owners make is thinking website maintenance is just about security. It’s also about user experience. A slow or broken site frustrates visitors and makes them leave before converting.

Not a tech wizard? No problem. Here’s a simple checklist:

• Update software & plugins (monthly)
• Run security scans (weekly)
• Fix broken links (quarterly)
• Test site speed & performance (quarterly)
• Backup your site (weekly or before updates)
• Check mobile responsiveness (quarterly)

“Is website maintenance necessary if I’m not making changes to my site?”

Yes! Even if you’re not adding new content, backend updates, security patches, and performance monitoring are still very important.

4. DIY vs. Professional Website Management: What’s Right for You?

DIY Approach: If you have time and a little patience, you can handle basic updates, backups, and monitoring.

Hire a Pro: If you’d rather focus on your business than wrestle with WordPress errors, outsourcing is your best bet.

I’ve seen too many businesses wait until their site is completely broken before reaching out for help. Think of website maintenance like regular check-ups for your car. Waiting until something crashes can cost you far more in lost revenue, security breaches, and frustrated customers. A little prevention goes a long way.

5. How Often Should You Update Your Website?

Expert Tip: If your website hasn’t been updated in over a year, you’re overdue for a check-up.

6. Top Tools & Services for Website Maintenance

No need to start from scratch! These tools have your back:

• Security: Wordfence, Sucuri
• Backups: UpdraftPlus, Jetpack
• Performance Monitoring: Google PageSpeed Insights, GTmetrix
• SEO & Broken Links: Ahrefs, Screaming Frog
• Uptime Monitoring: Pingdom, Uptime Robot

The right tools can make website maintenance almost effortless. But tools alone aren’t enough. You need the expertise to interpret the data and take the right actions. Investing in a website management service ensures your site is not just monitored but actively optimized for security, speed, and conversions.

7. What to Do If Your Website Breaks or Gets Hacked

A hacked website is every business owner’s nightmare, but the worst thing you can do is panic. Instead, have a solid backup strategy (and a professional you can call.) MARION web development agency has helped businesses recover their websites in hours, but those without backups? That’s where things get tricky.

First, don’t panic. Follow these steps:

1. Check for updates – Outdated software is often the culprit.
2. Restore a backup – Always have a recent version ready.
3. Scan for malware – Use Sucuri or Wordfence.
4. Change passwords – Secure your accounts.
5. Call in a pro – If all else fails, get expert help.

Pro Tip: Regular backups are your best insurance policy. If things go south, you can restore your site in minutes.

8. Hiring a Website Management Service: Why It’s Worth It

You’ve got enough on your plate. Keeping your website secure, updated, and running smoothly shouldn’t be another headache.

At MARION marketing agency, we take care of the heavy lifting so you can focus on growing your business. Our website maintenance services include:

✓ Security monitoring & malware removal

✓ Regular updates & performance optimization

✓ 24/7 uptime monitoring & support

✓ SEO and content updates

Your website is too important to ignore. Let’s make sure it’s working for you, not against you.

Ready for a worry-free website? Contact MARION today for expert website management that keeps your business ahead of the curve.

Honing your product or service is a key element of running a successful business. But in today’s competitive market, having a great product isn’t enough. You need to stand for something. Buyers today are more conscious than ever about where they spend their money, and environmental awareness has become a driving force in purchasing decisions.

If your brand hasn’t adopted sustainability as part of its marketing strategy, you’re already behind. However, simply slapping a “green” label on your product won’t cut it. You need to be authentic, transparent, and even a little strategic about how you communicate your eco-friendly efforts.

Sustainability as an Ethical & Smart Business Choice

Sustainability should not just be a marketing phrase. It is a responsibility to reduce environmental impact, conserve resources, support fair labor practices, and so much more. Companies that commit to sustainability are actively making choices that benefit society and the planet.

And if you think sustainability is just an expense, think again. Businesses that implement sustainable initiatives often see cost savings through energy efficiency, waste reduction, and supply chain optimization.

More importantly, sustainability sells. Studies show that:

• 60% of consumers are willing to pay more for products with sustainable packaging in this survey
• 81% of millennials expect their favorite brands to be socially responsible according to this study
• Sustainable brands are experiencing faster growth than their competitors.

Raising Awareness (Without Overdoing It)

When brands exaggerate or mislead consumers about their sustainability efforts, they risk losing trust. Customers are more informed than ever, and they can spot vague claims. Saying a product is “eco-friendly” without proof raises red flags.

Companies should focus on transparency. Instead of broad statements, try simply providing details about your materials, production processes, and sourcing. Third-party certifications can also add credibility. Just know that if your business is working toward sustainability goals but isn’t there yet, honesty about the process is always better than making exaggerated claims.

The Fine Line Between Transparency & Hype

Greenwashing – when companies “exaggerate” or falsely claim eco-friendly benefits – has led to consumer skepticism. Trust is fragile, and once broken, it’s hard to rebuild.

To avoid greenwashing, you should:

• Back up sustainability claims with data and third-party certifications.
• Be specific. Saying “eco-friendly” isn’t enough. Explain how.
• Show your work. Document your progress and be honest about challenges.

There’s a big difference between marketing sustainability and forcing it into every conversation. Consumers appreciate genuine sustainability efforts, but they don’t want to feel pressured or preached to!

Here’s how to get it right:

• Incorporate sustainability naturally into your messaging, but don’t overdo it.
• Let actions speak louder than words. Demonstrate sustainability through business practices, not just advertising.
• Balance eco-conscious messaging with other brand values to create a well-rounded content marketing strategy.

Remember, customers who believe in your sustainability efforts can one day become your best marketing tool!

Brands That Gained Market Share Through Sustainability

Some businesses have embraced sustainability as more than a trend and have seen real growth as a result.

• Patagonia built its brand on environmental responsibility. Over a decade ago, its “Don’t Buy This Jacket” campaign, which encouraged customers to repair instead of replace products, increased sales while reinforcing the company’s values.
• Unilever found that its sustainable product lines outperformed the rest of its portfolio, proving that customers actively seek out responsible brands.
• Tesla turned sustainable technology into a competitive advantage, proving that environmentally friendly products can be desirable at a mass-market level.
• Levi’s Water<Less technology has saved over 4 billion liters of water since its start in 2011.

These brands didn’t treat sustainability as a side project. It was built into their operations, products, and messaging – and that’s why it worked!

Trends That Succeeded & Trends That Fell Short

What Worked

• Carbon-neutral advertising is helping brands offset the emissions created by digital marketing efforts.
• Sustainable packaging has become an industry focus, with companies reducing plastic use and shifting to biodegradable materials.
• Transparent supply chains have gained traction, as businesses provide more information about sourcing and labor conditions.

What Didn’t

• Greenwashing-heavy campaigns collapsed under scrutiny when customers found inconsistencies between claims and actions.
• Recyclable plastics confusion frustrated consumers who realized that many so-called “recyclable” products couldn’t actually be processed in standard recycling facilities.
• Corporate sustainability promises without action led to backlash when companies failed to meet announced goals.

How Sustainability Marketing Applies to B2B Companies

Sustainability marketing isn’t just for consumer brands.

Businesses selling to other businesses are facing the same pressures as consumer brands. Companies are prioritizing sustainability when choosing suppliers, and environmental responsibility is becoming a factor in contract negotiations.

Today, B2B companies can differentiate themselves by embracing initiatives like supplier transparency, green certifications, and sustainable sourcing. From a marketing perspective, getting started with any of these can be a great first step for your business.

Build A Brand That Lasts with MARION

If it’s not already, sustainability marketing will be a big part of your business. But to build trust and stand out, brands must go beyond empty claims and embrace real, measurable action. Ready to launch a sustainability-integrated marketing strategy?

Contact an expert at MARION today to see how we can help you create a brand that customers trust.

For local businesses, SXSW brings more than big crowds. It’s a chance to share what makes your brand unique. With thousands of visitors in town, it’s the perfect time to connect with new customers and make a lasting impression. Here’s how you can make the most of it.

What is SXSW?

SXSW, or South by Southwest, is an annual conglomerate of film, interactive media, and music festivals and conferences held in Austin, Texas, during March. It’s renowned for its diverse programming, attracting industry professionals, influencers, and enthusiasts from around the world.

The Marketing Potential at SXSW

In 2023, over 345,000 people attended the SXSW Conference & Festivals and SXSW EDU.

With the right approach, SXSW can serve as a launching pad for your brand to make a lasting impact in the hearts and minds of festival-goers.

It’s a huge marketing opportunity with several advantages:

• Global Audience – With attendees from various industries and countries, SXSW provides a platform to reach a diverse and influential audience.
• Innovation Hub – It’s a hotspot for innovation and cutting-edge technology, making it an ideal space to showcase new products, services, and ideas.
• Networking – The event facilitates networking with industry leaders, potential partners, and customers, fostering valuable connections.
• Brand Exposure – Participating in SXSW can significantly increase brand visibility through sponsorships, events, and media coverage.
• Trendsetting – Being associated with SXSW allows brands to align themselves with trends and emerging technologies, positioning them as forward-thinking and relevant.

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SXSW Marketing Tips for Local Businesses

SXSW gives Austin businesses a chance to get creative, reach a global crowd, and keep up with industry trends. But how do you make the most of it?

Embrace the Festival Spirit.

During SXSW, Austin businesses embrace the festival spirit by offering special promotions, themed events, and exclusive discounts to attract attendees.

From restaurants and bars to boutiques and art galleries, businesses all over the city decorate their storefronts with SXSW-themed displays and signs to draw in the crowds walking by.

Host Engaging Events and Activations.

Many Austin businesses seize the opportunity to host their own events and activations during SXSW, ranging from live music performances and art exhibits to product launches and networking mixers.

By curating unique experiences that align with the festival’s themes and interests, businesses can attract a diverse audience and generate buzz around their brand.

Collaborate with SXSW Partners and Sponsors.

Partnering with SXSW organizers, sponsors, and fellow businesses allows Austin-based companies to amplify their marketing reach and access exclusive opportunities.

Whether through co-branded promotions, sponsored stages, or collaborative marketing campaigns, partnerships play a big role in maximizing exposure and driving foot traffic.

Work with Local Influencers and Brand Ambassadors.

Teaming up with SXSW organizers, sponsors, and other businesses helps Austin companies expand their reach and tap into exclusive opportunities.

Co-branded promotions, sponsored stages, and joint marketing efforts can bring in more customers and boost online presence.

Provide Authentic Austin Experiences.

One of the many advantages that Austin businesses have during SXSW is their ability to offer authentic, local experiences that resonate with visitors.

Serving up Texas barbecue, hosting live music, or showcasing local artists and artisans…Austin businesses have plenty of ways to stand out and connect with SXSW attendees. Highlighting what makes your brand unique can draw in crowds and create memorable experiences.

 

 

 

 

 

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MARION Marketing Services in Austin, Texas

Ready to elevate your brand’s presence in Austin, Texas? Let MARION’s expert marketing services be your guide to success! Whether you’re looking to dominate the local market during SXSW or year-round marketing support, our team is here to help. Don’t miss out on this opportunity to stand out and thrive in one of the nation’s fastest-growing business hubs!

Reach out today to learn how we can tailor our strategies to your Austin business.