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By Harrell Kerkhoff, Maintenance Sales News Editor

Jennifer Stine

Offering options and advice, during a recent presentation, was Fortune Web Marketing Founder/President Jennifer Stine (

She explained digitalization includes website development, search engine optimization (SEO), social media posts and email marketing. When working together, it produces what is known as “content marketing,” involving the creation and sharing of online material that can stimulate interest in a company’s products and/or services.

According to Stine, content marketing allows its architects to speak the language of their audience, and puts audience members in charge.

She added: 
• The most successful organizations spend 40 percent of their marketing budgets on content marketing;

• Many marketers view content marketing as an essential demand generation strategy at the top of the sales model;

• Unfortunately, far fewer marketers understand that content marketing fuels and supports the entire customer life cycle — from awareness to advocacy; and,

• It’s essential to have good content in place to properly bring the experiences of customers to life.

There are several ways to succeed in content marketing. First, it helps to have a good website. The first website was introduced to the world in 1991. Unfortunately, many websites today look like they were developed in the early 1990s.

“I could litterly present a two-hour session on how to make a website better,” Stine said. “For the sake of time, I will discuss three key areas: Responsivity, Simplicity and Navigability.

She explained a responsive web design involves pages that look good, and can be properly displayed, on all types of devices — smartphones, tablets and laptops. That is critical because:

• 48 percent of global page views are now done from mobile devices;

• 93 percent of people leave a website because it doesn’t display properly on their specific device;

• On a responsive site, content is automatically resized and reshuffled to fit the dimensions of whichever device a visitor is using; and,

• Ultimately, it’s more important to provide a great experience across different devices than to look identical across those devices.

Website simplicity is also essential.

“We often use the term ‘Vegas Strip,’ at our agency, when looking at a poorly designed website that is overly complicated,” Stine said. “The term refers to a site that features too many colors, graphics and/or promotions. There is so much to look at that a person’s eyes don’t know where to begin. It’s easy to be overwhelmed.”

Stine’s tips for website simplicity are:

• Colors — Don’t use a lot. A rule of thump is a maximum of five colors, plus or minus two, for a website design;

• Typefaces — Should be highly legible and not too “artsy.” Typefaces must also contrast with the website’s background color. It’s recommended to use no more than three typefaces and no more than three point sizes; and,

• Graphics — Use graphics when they help the user complete a task, perform a function and/or accurately represent a product or service. It’s also important to optimize the site’s images. It’s OK to use a mixture of JPEG and PNG images, but make sure to include key words when naming each image.

“Not many people realize that they can optimize their images in such a way that directs traffic to their website,” Stine said.

Website images should be compressed, as non-compressed images can be large and may slow down the loading of a web page.

As for navigability, it’s important to keep the structure of a website’s primary navigation tools simple and near the top of the page. Also include navigation tools in the footer of a site. Consider using breadcrumbs (navigational aids) and include a search bar near the top of the site that is “sticky” (remains in a fixed position on the screen). Also include links within copy and don’t make users “dig” too deep to find something.

Stine suggests website developers make a basic pyramid diagram where the homepage is at the top, and each linked page forms the next layer. In most cases, it’s best to keep the site no more than three levels down.

Two tools — Google Analytics and Google Search Console — can be used to determine how well a website is designed and received.

“Google Analytics shows how much traffic a website is receiving, where the traffic is coming from, how long people are staying on that site, and how long the load times are for different web pages,” Stine said.

Google Search Console, meanwhile, is designed to measure a website’s “health” in terms of how well the site provides a smooth and seamless user experience. That includes page load times, responsiveness and ease-of-use, and visual stability.


While surfing the internet and visiting websites, it’s possible to come across a warning that says, “Not secure. Are you sure you want to proceed?” Stine said website owners have a responsibility to update and secure their sites.

The problem arrises from websites that do not provide a secure connection for visitors. When a browser connects to a website, it can either use the secure HTTPS protocol or the insecure HTTP protocol. If a site’s URL begins with HTTP, it means the connection can be insecure. HTTPS ensures the connection to a website has been secured.

Stine said an SSL (Secure Sockets Layer) certificate powers HTTPS. SSL can be obtained from a web developer or hosting company. The cost of an SSL certificate can range from free to hundreds of dollars, depending on the level of security a site requires. Using a HTTPS protocol can also significantly increase a website’s SEO ranking.

“It’s important a company’s website is updated with a HTTPS protocol,” Stine said.


Search engine optimization (SEO) is the process of improving the quality and quantity of traffic to a website or web page as it pertains to search engine use, such as with Google or Bing.

Why SEO is important:

• 51 percent of shoppers surveyed say they use the search engine Google to research a purchase they plan to make online;

• 49 percent of users say they use Google to discover or find a new item or product;

• 60 percent of smartphone users have contacted a business directly, such as with a “click-to-call” option, after viewing search results;

• To improve site performance, the top technical SEO tactic used by marketers is optimizing mobile performance; and,

• The first 5 seconds of page-load time have the highest impact on conversion rates. Website conversion rates drop by an average of 4.42 percent with each additional second of load time.

“People today seem to have the attention span of goldfish. Therefore, your website pages need to load in 2 to 3 seconds,” Stine said.

She added that according to HubSpot, nearly 64 percent of survey respondents said their companies actively invest time in SEO.

When a search is conducted on a search engine, the first page can include both paid and organic search results. Paid results are shown on the top of the page and say “Ad” next to them. The rest of the listings are organic.

When it comes to organic search results, the goal is to be listed near the top, and definitely on the first page, of a search engine listing.

“The best place to hide a dead body is on page 2 of a Google search,” Stine said, with a laugh. “Seriously, you want your company, or product, to be found on page 1. That can be accomplished by using good SEO techniques.”

A search engine results page will include each shown listing’s title and meta tag. Stine recommended the title line involve targeted words matching search intent. It’s important to keep the title descriptive but concise.

The meta tag is that part of a company’s search listing shown below the title, describing the content of the web page. Stine said the meta tag should feature a unique description of the website, using action-oriented copy with targeted words. It should also feature an accurate summary of the website to match a searcher’s intent.

“A meta description focuses on what your company is about, and why a person would want to click on to that website,” she said. “The higher a site’s click-through-rate (CTR), the higher a search engine, such as Google, will rank that website.”

The title should be in the 55 to 60 character range, while the meta description should be around 155 characters.

When it comes to improving a website’s SEO, Stine said content should be aligned with the web searcher’s intent. There are four types of intent:

• Informational: Looking for specific information, such as, “How to clean a commercial kitchen floor”;

• Navigational: Looking for a specific website or app, such as Facebook Login or Amazon;

• Commercial: Looking for a specific product but haven’t made a final decision. An example would be seeking the best kitchen disinfectant; and,

• Transactional: The intent is to buy. The searcher has already found a specific product or service.

“When somebody is looking for a product to satisfy a specific need, that is when you want your product page to come up high on the web search. When somebody types in a problem, you want your web page that discusses solutions to come up high on the search,” Stine said. “Everybody has heard the term, ‘Content is King.’ This is true. Good content brings traffic to a website, boosting leads and sales.”

She added:

• 63 percent of companies responded that generating traffic, and corresponding leads/sales, is their biggest marketing challenge (according to HubSpot).

Therefore, regularly creating and sharing content that links back to a company’s website, or is hosted on the site, is one of the best ways to bring in more traffic;

• The majority of companies (67 percent) use organic traffic to measure their content success (according to HubSpot);

• 89 percent of content marketers used blog posts in their content creation strategy in 2020 (according to Content Marketing Institute); and,

• Searches on the web is the No. 1 traffic source to blogs across all industries (according to SEMrush).

Stine said she is a strong advocate of blogs.

“With a blog, you become the subject matter’s expert. It allows you to do what you do best — provide solutions. If you can do that, people will likely start doing business with your company,” she said.

Good content on a website can also:

• Demonstrate authority and knowledge;

• Build authority by providing the target market with valuable, insightful information;

• Boost a brand’s credibility; and,

• Better answer questions, share advice and prove your business can be trusted.

Stine also shared what she said is Google’s favorite acronym when it comes to judging a website’s content: EAT. It stands for: Expertise, Authority and Trustworthiness. She added EAT is not viewed as an algorithm by Google, but rather a quality guideline.

“Google judges all content by those standards. That includes spelling, grammar and punctuation,” Stine explained. “For me, EAT doesn’t just apply to a website’s content, but can also be viewed as a good business principle.

“You should always demonstrate: Expertise, Authority and Trustworthiness. Apply that to everything you are producing when it comes to marketing, whether it’s digital or print.”

Good website content also assists in purchasing decisions. Content can move people through a buyer’s journey made up of: Awareness, Consideration and Decision.

“When a buyer is at the Awareness Stage, he/she has a problem that needs a solution. Good web content shows the buyer a specific company may have that solution,” Stine said. “In the Consideration Stage, the person is receiving a great experience on the company’s website. The site’s load time is good, there is a lot of available content, pricing is reasonable, and the visitor starts to do business with that company.

“In the Decision Stage, the company has won the person over. Its job is to now retain that person by continuously showing the buyer that the company is an expert, has authority and is trustworthy. The process goes full circle.”

ACS Industries Hires Avision Sales Group

ACS Industries has hired the Avision Sales Group to represent its Cleaning Products Group in a national broker capacity, for its janitorial and sanitary supply business in all 50 states.

Avision has grown to become a premier U.S. manufacturers’ representative group, specializing in facility maintenance and supplies.

ACS is a national manufacturer, involved in all levels of jan/san distribution in all 50 states.

“This agreement will provide the market with a leading sales team, delivering consistency throughout the country, featuring the ACS Cleaning Products’ line,” according to a press release.


From U.S. Battery:
Using Battery Powered Cleaning Machines Adds To The Efforts Toward Sustainability And Environmentally Friendly Energy Solutions

Battery powered cleaning machines have been a part of the floor maintenance industry for quite some time. Deep cycle batteries have allowed these machines to be manufactured smaller, operate more efficiently, and no longer be limited by the length of the electrical cord. These benefits have also led the maintenance industry to become one of the leaders in utilizing this sustainable and environmentally friendly power source.

Deep cycle batteries have emerged as one of the major success stories of the environmental movement. Flooded Lead Acid (FLA) batteries are recognized by the U.S. Environmental Protection Agency as the most recycled consumer product in the nation. The innovative collection and recycling methods for the U.S. lead battery industry results in 99-plus percent of all lead batteries used in the U.S. being returned and recycled. This translates into 130 million used batteries not reaching landfills annually.

Over the decades, the recycling process has evolved to the point that nearly 100 percent of a lead battery is reused. The internal lead components of the battery are melted down to make components for new batteries. The polypropylene outer case and cover are broken down into small pellets and used to manufacture new battery parts and other plastic products. The battery’s electrolyte is neutralized and converted into sodium sulfate; a compound commonly used in laundry detergent, glass and textiles.

According to the Battery Council International (BCI is a trade association of manufacturers, recyclers, distributors and retailers of lead batteries) lead recyclers undergo some of the most restrictive emissions regulations in the U.S. The process of recycling lead, combined with tough emissions standards, has produced new methods of recycling with reduced emissions that far exceed EPA requirements.

The effects of the battery industry’s efforts, however, don’t end there. As well as reducing its environmental impact, the battery industry provides $26.3 billion in revenue to the nation’s economy; impacting suppliers, worker spending, transportation and distribution sectors. According to the BCI, an estimated $1.7 billion is used for payroll within the industry of approximately 25,000 workers in the United States.

In addition, advancements in battery technology have turned lead batteries into one of the most cost-efficient forms of energy storage, allowing battery powered equipment to operate cleanly and with increased reliability. Lower operating costs also offer advantages to lead battery powered machinery and vehicles, further reducing emissions and reducing the environmental impact on other industries that embrace battery power.

The key towards continuing the successful use of battery powered cleaning machines and maintaining their cost-effectiveness is to first correctly match the battery capacity with the duty cycle of the cleaning machine.

Also, make sure batteries are not discharged beyond 50 percent of their rated capacity on a regular basis, and charge a cleaning machine’s battery(s) at every opportunity in addition to fully charging at the end of the day. Maintain flooded lead-acid batteries properly by checking water levels, topping up with distilled water and performing a monthly equalization charge.

Most importantly, properly recycle batteries at the end of their service life for continued success in creating a sustainable energy source and keeping used batteries out of landfills.

For more information on sustainable deep-cycle batteries for various applications, visit

Performance Plus Mop Heads Are Green Seal Certified

Performance Plus Green Seal® Certified Natura mop heads are made from 100 percent recycled post-industrial reclaimed garment waste. Available in multiple options, Performance Plus mop heads provide ideal cleaning solutions for preventive floor care, deep stripping and refinishing as part of a complete green facility maintenance program.

Performance Plus also offers a line of highly durable brooms effective in removing a variety of debris in multiple applications, inside and outside.

For more information, visit or call 800-234-1460.

'We Believe Sustainability Is Our Responsibility'
API Industries Inc. (DBA Aluf Plastics) Announces Its Go Green Initiative

Aluf is committed to manufacturing ecologically sustainable products. Our goal is to help protect our environment and sustain our natural resources for future generations.

As a leader in the can liner and bag industry, Aluf provides a wide range of sustainable products and programs. We make it easy for our customers to provide environmentally friendly products as part of their portfolio.

For example, Aluf’s proprietary tri-laminate process in our COEX offering uses less plastic without reducing weight bearing load, providing superior strength and durability. Aluf’s unique COEX SuperTuff CXP line is comprised of 80 percent recycled and 10 percent post-consumer material, which can help end-users generate more LEED credits or certification. Aluf’s virgin film products also use less material, which promote source reduction.

Aluf’s goal is to make it easy for our customers to implement a sustainable can liner program that reduces stress on the environment.

Aluf’s 4-R principles for helping others to
reduce their carbon footprint include:
Reduce—Hi-tech machinery to minimize material used in production;
Reuse—Internal waste, such as wastewater and cardboard, are reused;
Recycle—Over 60 percent of our product portfolio
consists of 90 percent recycled material; and,
Reclaim—Post-consumer and post-industrial
recycling collection program.


From start to finish, here is how Aluf puts more “green” into every bag:
■ Scrap Sourcing: Aluf sources used and misprinted plastic for repurposing in plastic can liners and bags;
Material Recycling: After inspection and grading, scrap materials are prepared for our recycling process;
■ Resin Production: Plastic is responsibly recycled into resin pellets for use in manufacturing;
■ Manufacturing Process: Pellets are extruded and converted into blown film-based products; and,
■ Eco-Friendly Outcome: A full lineup of green-friendly products are proudly sold bearing the Aluf label.

For more information, call 800-394-BAGS or visit

Sellars Is Creating A Higher Standard For Green Performance

Sellars ToolBox® wipers are known for their absorbency, softness and toughness. With the introduction of Sellars ToolBox GreenX® natural wipers, they’ve expanded that list to include environmental sustainability.

“As one of only two manufacturers of double re-crepe (DRC) wipers, Sellars has a unique position to reimagine and redefine what is both possible and practical when it comes to wipers,” according to the company. “When launching the ToolBox GreenX® natural wipers, Sellars became the first manufacturer to produce a DRC wiper made with 40 percent post-consumer recycled fibers.

“Far too often, higher costs and lower standards are the norm for green products. There’s no tradeoff for sustainability here. Not only are these wipers environmentally friendly, extremely absorbent and strong, they also meet the EPA comprehensive procurement guidelines, which provides facilities the opportunity to earn credits in several LEED-EB (Existing Building) O&M categories.”

ToolBox® GreenX® Series natural wipers are available in a wide variety of put-ups including quarterfolds, interfold pop-up boxes, center pulls, jumbo rolls, and Sellars patented Big Grip® dispensers and Big Grip® dispenser refills.

“But the story doesn’t end there. Sellars recycles the excess DRC wiper waste to create a highly absorbent and extremely consistent core material for its DuraSoak and EverSoak General Purpose Absorbents,” according to the company. “With the infusion of a compatible absorbent DRC wiper component, we’re able to offer sustainability, price stability, and up to 85 percent more absorbency than the leading competitors’ comparable meltblown sorbents.”

For more information, visit Free sample sheets are available on the site.

ABCO Cleaning Products Launches Green2Sustainble Dashboard

ABCO Cleaning Products, a leader in sustainable cleaning tools, has launched its Green2Sustainable dashboard. Live on the company’s website, the third-party dashboard highlights the impact of ABCO’s sustainable business practices at its production plants and headquarters.

“Our Green2Sustainable dashboard provides transparency into our commitment to sustainability,” said Carlos Albir, president, ABCO. “Third-party verification and reporting are highly important when it comes to sustainability claims, and we’re excited to work with Green2Sustainable to show how our ongoing efforts support the environment.”

The Green2Sustainable dashboard demonstrates ABCO’s commitment to reducing environmental impacts at the ABCO Manufacturing Plant in Honduras:
• In one year, ABCO’s avoided carbon pollution is equivalent to planting 21,595 trees due to its recycling efforts;
• Compared to 2020, ABCO saved enough water to equate to filling 10 inground pools in 2021; and,
• 92 percent of ABCO’s waste due to production and other measures was diverted from landfills.

“ABCO is truly dedicated to minimizing its environmental impact, and we’re pleased that our platform helps ABCO quantify and share its performance in a meaningful way,” said Katrina Saucier, program manager at Green2Sustainable.

For more information about ABCO’s Green2Sustainable dashboard and to learn more about its sustainable cleaning products, visit To learn more about Green2Sustainable, visit

R.J. Schinner Promotes Kim Boughner To Vice President Of Marketing

R.J. Schinner Co., (RJ Schinner), a premier re-distributor to the commercial wholesale trade, has promoted Kim Boughner to vice president of marketing.

“As RJ Schinner’s director of marketing over the last several years, Kim has been instrumental in the evolution of our marketing department,” said Ken Schinner, president. “Kim and her team have helped lead the way for our company’s success with their contributions in print initiatives, digital initiatives, and video production.

“In addition to overseeing all of our marketing initiatives, Kim also oversees several large annual company events successfully, and we look forward to her continuing to lead and grow our marketing department into the future.”

For over 70 years, R.J. Schinner has been selling non-food disposables to the commercial marketplace through distribution. The company currently has 19 locations nationwide servicing the United States.

For more information, visit

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