Estimated read time: 3 minutes
I live in Iowa and winters here can be cold ?. But -50 degrees is unheard of, but that’s what’s being forecast for days this week.
Here’s how the state looked as I was landing at Cedar Rapids when I returned from a trip to Alburquerque – where it was about 100 degrees warmer.
Kirkwood Community College is closing during the cold spell. The University of Iowa, too. Omg.
Will I have to wear long underwear to work? And I work inside. If we can believe some heating companies, maybe so.
When I worked as a police reporter many years ago I often wore multiple layers because who wants to be cold standing at crime scenes for hours. But I don’t remember days -55 degrees cold.
Meanwhile, the cold weather is a good time to let people know how cold and hard it really will be. That’s a marketing opportunity that deal in keeping people warm. Good marketing opportunities allow companies to be helpful, too. This post by a person saying she owns a heating company did that well:
Those tips are informational and also a reminder of the severity of the situation.
Certainly those kind of posts can take off organically and that one appeared to have.
Another way to maximize them is to geotarget them through Facebook ads and when done well Facebook ads can work!
Write an informative post like the one above – I’m planning on using some of those tips – then boost it and set your audience to the area you are targeting.
I was also slightly surprised to not see ads for long underwear targeted to my region. And my gender.
Another way is to partner with media that cover weather news – like your local TV station.
I usually don’t like branded partnerships like this, but it worked here given the circumstances:
The television station shared weather news and listed a heating company as a tagged partner. I thought that was smart and also highly relevant because let’s face it we need heating and potentially heating company help the most when the weather is this terrible.
The conversion funnel was great too because when you click on the company’s name you end up on their page which has a relevant pinned post and of course the “call now” button that many pages have automatically:
The pinned post is also linking to an article from a local newspaper about the company.
So what’s the take away here for companies that offer services that people can use when it’s bitterly cold out? Use a couple dollars to share informational content to help people make it through
So what’s the take away here for companies that offer services that people can use when it’s bitterly cold out? Use a couple dollars to share informational content to help people make it through the situation.
Even just boosting your informational post for $100 can get you in front of a decent amount of people.
Besides being helpful it can also get you some business when people need help the most.