Alicia Branham: Marketing Matters

Your Sales Team Isn’t Posting and It’s Costing You Millions

Fri, 22 May 2026 12:19:06 -0400

This isn't something to brush off or circle back to when things “slow down.” It’s not a marketing problem sitting neatly in someone else’s department.

AI Is Moving Faster Than Your Security Policies

Fri, 17 Apr 2026 07:00:00 -0400

AI is evolving faster than the policies, security systems, and safeguards designed to manage it. The smartest companies won’t ignore AI, they also won’t hand over the keys to their business until the technology proves it can be trusted with them.

Why conservative branding and hesitant messaging may be limiting distributor growth more than market conditions

Fri, 20 Mar 2026 07:00:00 -0400

Being visible invites judgment. Once your company is seen, it can be critiqued, compared, misunderstood, or challenged. In industries where reputation matters and tradition runs deep, that exposure feels risky.

Seven signs you’ve outgrown DIY marketing

Wed, 18 Feb 2026 15:00:00 -0500

There are clear warning signs that your business has outgrown DIY marketing. Here are seven ways to know when DIY marketing is no longer serving your business — and may hold it back.

New year, new strategies: How to kickstart your marketing goals

Tue, 06 Jan 2026 00:00:00 -0500

A strong marketing strategy is the bridge between where your business stands today and where you want it to go. Whether you’re a manufacturer looking to increase brand visibility, a rep firm aiming to secure more partnerships, or a distributor working to grow market share, success starts with clear, actionable goals and a structured roadmap.

What it really means to ‘be the brand’ in a blue-collar industry

Wed, 03 Dec 2025 00:00:00 -0500

In this space, your brand isn’t your logo — it’s your people. It’s how your reps walk into a meeting. How your project manager answers a callback. How your techs wrap up a jobsite and drive away. It’s what customers and partners say about you when you’re not in the room.

Train for growth: Why your team is the key to modern marketing success

Fri, 14 Nov 2025 00:00:00 -0500

Whether your team needs training on your latest CRM system, new quoting software, or how to confidently represent your company on social media — the principle is the same. People can’t perform at their best without clarity, direction, and alignment. Every process, from managing leads to creating customer-facing content, is only as strong as the training behind it.

Budget planning season: Why savvy marketing starts now

Thu, 16 Oct 2025 00:00:00 -0400

In manufacturing and the PHCP/PVF trade, decisions made this quarter significantly shape business strategy for the next twelve months. They determine whether marketing remains reactionary and fragmented or becomes proactive and profitable. Waiting until January puts you a step behind.

Your CRM isn't broken, your people just never use it

Wed, 17 Sep 2025 00:00:00 -0400

Blaming the system is convenient. “It’s not intuitive.” “It doesn’t fit our workflow.” “It’s outdated.” Sound familiar? These are the exact excuses teams use to justify why nobody logs in, updates data, or follows through. But the truth is that even the simplest CRM, used daily, will outperform a fancy platform left untouched.

Why early AI adoption will define the next generation of PHCP/PVF business leaders

Mon, 04 Aug 2025 00:00:00 -0400

The new generation of contractors, engineers, estimators, and procurement officers is digital natives. They expect information to be available, clear, and accessible online—not buried in a PDF. With AI, you can produce content that speaks to this new buyer: FAQs, how-to articles, responsive website content, comparison charts, and more.

From jobsite to newsfeed: How mundane moments turn into social media gold

Tue, 01 Jul 2025 00:00:00 -0400

Social media seeks authentic, real-time content. Many businesses miss this because on-site workers often overlook the value of their perspective.

Creative strategies for a tariff-tough economy

Thu, 29 May 2025 00:00:00 -0400

History shows us that companies that maintain visibility, build trust, and communicate effectively during downturns are the ones that come out ahead when the market stabilizes. Tariff-driven price hikes and supply chain issues are not just obstacles—they’re opportunities to double down on creativity and strategic thinking.

How to market your business when you can’t afford a marketing department

Fri, 16 May 2025 00:00:00 -0400

We discuss how to market effectively, even without an in-house team. Learn how to maximize every dollar and effort, whether you’re a team of 20 or a solo representative juggling 15 product lines.

How to train your sales team to think like marketers

Mon, 21 Apr 2025 08:13:45 -0400

In the PHCP/PVF industry, the traditional sales approach is built on relationships, technical expertise and in-person networking. While these fundamentals remain crucial, today’s digital-first buyers expect more. They research products, compare solutions online, and often form opinions long before speaking with a sales rep.

Sales in the digital age: Why modern practices are essential for PHCP-PVF success

Mon, 17 Mar 2025 00:00:00 -0400

This article will explore why these modern practices matter, the challenges in implementing them, and actionable steps to make them a part of your sales culture.

The power of relationships in the PVF/HVAC industry

Mon, 17 Feb 2025 00:00:00 -0500

The importance of relationships in the PVF and HVAC industries is essential, and there are practical tips for building and maintaining them. Networking at trade shows and utilizing personalized marketing can help foster trust and loyalty, setting your business apart in a competitive market. Ready to enhance your partnerships? Let’s get started.

Breaking bad habits in the PHCP-PVF industries

Wed, 08 Jan 2025 00:00:00 -0500

This article emphasizes the overlooked importance of marketing and design in the PVF and HVAC industries, urging a mindset shift to seize opportunities and enhance brand image for future success.

The benefits of 3D modeling your business’ product showcase

Fri, 06 Dec 2024 00:00:00 -0500

Transform your product imagery with 3D modeling! Say goodbye to the challenges of traditional photography for industrial items. Enjoy unmatched control, flexibility, and cost-efficiency, allowing you to create stunning visuals quickly. Elevate your marketing and engage customers like never before!

Navigating digital transformation challenges in the PVF Industry

Mon, 11 Nov 2024 00:00:00 -0500

Digital transformation in the PVF industry involves automation, IoT for real-time monitoring, and cloud-based solutions to enhance efficiency and responsiveness to market changes. Success requires a strategic approach that assesses readiness, invests in the right technologies, and prepares the workforce for effective tool use.

Mastering budget planning in PVF and HVAC

Mon, 07 Oct 2024 00:00:00 -0400

This guide will help you navigate the budgeting process, from understanding the current market landscape, to setting aside funds for a robust marketing plan that will elevate your visual appearance and online messaging. Let’s dive in and make your budget work for you!

Being the leader your business needs to grow

Tue, 03 Sep 2024 00:00:00 -0400

Leadership is a dynamic role that requires vision, direction, and the ability to inspire. Your team looks to you as a model of excellence. This article explores understanding leadership expectations, personal and professional growth strategies, leading by example, and balancing personal well-being with professional responsibilities.

Benefits of outsourcing creative talent

Mon, 05 Aug 2024 00:00:00 -0400

Outsourcing allows businesses to delegate non-core functions to specialized professionals. The benefits of outsourcing creative talent and leveraging their expertise can enhance marketing efforts, improve efficiency, and achieve sustainable growth.

Mastering social media marketing for maximum impact

Thu, 11 Jul 2024 00:00:00 -0400

This article discusses the importance of consistency in social media marketing, explores engaging content types, and provides strategies for maintaining an effective posting schedule.

Why your business needs a CRM

Mon, 03 Jun 2024 00:00:00 -0400

Let’s dive into the specifics of how a CRM system can bring this level of excitement and efficiency to your business operations.

A comprehensive guide to evaluate your social media strategy

Tue, 07 May 2024 00:00:00 -0400

In this article, I will delve into some advanced tactics and insights for elevating your social media strategy, ensuring your content not only reaches the right viewers, but also engages your target demographic.

7 key strategies to manage your online reputation

Fri, 12 Apr 2024 00:00:00 -0400

Reputation management is crucial in the PVF and HVAC markets. Businesses need to be aware of how they are perceived by customers and competitors. This article provides a guide on managing online reputation effectively.

The indispensable art of email marketing: Connecting with your audience

Fri, 08 Mar 2024 00:00:00 -0500

Email marketing is a powerful tool for businesses to reach their customers directly. In this article, I'll explain why it's important, how to use it to grow your audience, and which tools to use.

The importance of building your personal brand on LinkedIn

Mon, 05 Feb 2024 00:00:00 -0500

Imagine walking down a bustling street lined with shops. Each storefront is vying for attention, but only the most compelling ones draw you in. Your LinkedIn profile is your digital storefront. When potential clients or partners stroll through the virtual corridor of LinkedIn, you want your profile to stand out.

Five social media trends for 2024

Fri, 05 Jan 2024 00:00:00 -0500

Read about the top five social media trends for 2024 and explore how they are set to change the way we do business.