0
Your 2013 Internet Marketing Plan

Monday, October 21, 13
Have You Ever Wondered What It
Would Be Like To...
• To have a dominate web presence
that positioned you at the top
plumbi...
You’re About To Discover....
• A blueprint covering the MOST important

online marketing medium that you should
be tapping...
Why The Internet?
•Massive Transition from Offline
to Online

•Statistics tell us that more than
77% of consumers go onlin...
Who Am I & Why Should You
Listen To Me?

• Author of the Complete Guide to Internet
Marketing for Plumbing Contractors

• ...
These Strategies WORK

Monday, October 21, 13
These Strategies WORK

Monday, October 21, 13
These Strategies WORK

Monday, October 21, 13
These Strategies WORK

Monday, October 21, 13
We are going to cover
the EXACT strategies that
produce these results on
this presentation
Monday, October 21, 13
Monday, October 21, 13
Online Marketing Channels

Monday, October 21, 13
Online Marketing Channels
• Search Engines
SEO / Organic
Map Listings
Pay-Per Click

Monday, October 21, 13
Online Marketing Channels
• Search Engines
SEO / Organic
Map Listings
Pay-Per Click

• Social Media

Monday, October 21, 1...
Online Marketing Channels
• Search Engines
SEO / Organic
Map Listings
Pay-Per Click

• Social Media
• Online Directories

...
Online Marketing Channels
• Search Engines
SEO / Organic
Map Listings
Pay-Per Click

• Social Media
• Online Directories
•...
Online Marketing Pyramid
• Pay-per-click
• Online Directories
• Social Media & eMail
•

Monday, October 21, 13

Website Se...
What Online Marketing should you be doing in
your Plumbing or HVAC Business?
• Update Website for SEO & Conversion
• Make ...
8 Steps To GO BIG with your
Internet Marketing Plan
Step 1: Understand The Search Engines (Paid, Organic & Map Listings)
S...
Step 1: Understand The Search
Engines
SEARCH RESULTS PAGE • SERP

PAY PER CLICK • PPC

ORGANIC LISTINGS
PAY PER CLICK • PP...
Step 1: Understand The Search
Engines
SEARCH RESULTS PAGE • SERP

Monday, October 21, 13
Step 1: Understand The Search
Engines

Monday, October 21, 13
Step 2: Build Out Your Website
•Typical Plumbing Site 3-5 Pages
•Pages for each service
•Pages for each of the sub cities ...
Plumbing Keywords
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your
Your

Mon...
Add More Pages
Typical Plumbing Website:
Home | About Us | Services | Coupons | Contact
SEO Built Out Plumber Site:
• Home...
Add More Pages

Monday, October 21, 13
Step 3: Optimize Pages On Site
For Search
• Unique title tag on each page
• H1 tag re-stating that title tag on each page
...
Navigation, Pages & Flow
Your website should have
•Home
• About Us (Meet Our Team, Why Choose Us, etc)
• Our Services - Em...
Navigation, Pages & Flow

Monday, October 21, 13
Elements of Conversion
Your website should have
• Number in the TOP RIGHT Corner
• Web Form where customer can request a q...
Navigation, Pages & Flow

Monday, October 21, 13
Navigation, Pages & Flow

Monday, October 21, 13
Navigation, Pages & Flow

Monday, October 21, 13
Navigation, Pages & Flow

Monday, October 21, 13
Navigation, Pages & Flow

Monday, October 21, 13
Navigation, Pages & Flow

Monday, October 21, 13
Navigation, Pages & Flow

Monday, October 21, 13
Navigation, Pages & Flow

Monday, October 21, 13
Step 3: Optimize Pages On Site
For Search
• Unique title tag on each page
• H1 tag re-stating that title tag on each page
...
Step 3: Optimize Pages On Site
For Search
Typical Plumbing Site Title

•Joe’s Plumbing

SEO Optimized Title Tag
• Orlando ...
Step 3: Optimize Pages On Site
For Search
SEO Optimized Title Tag
• Orlando Emergency Plumbing 24 Hour Emergency Plumbing
...
Step 3: Optimize Pages On Site
For Search

Monday, October 21, 13
Page One Placement for
Most Important Keywords

Monday, October 21, 13
Page One Placement for
Most Important Keywords

Monday, October 21, 13
Page One Placement for
Most Important Keywords

Monday, October 21, 13
Page One Placement for
Most Important Keywords

Monday, October 21, 13
Page One Placement for
Most Important Keywords

Monday, October 21, 13
Page One Placement for
Most Important Keywords

Monday, October 21, 13
Page One Placement for
Most Important Keywords

Monday, October 21, 13
Page One Placement for
Most Important Keywords

Monday, October 21, 13
Page One Placement for
Most Important Keywords

Monday, October 21, 13
Step 4: Optimize For Google Maps

Monday, October 21, 13
Step 4: Optimize For Google Maps
HOW DO I GET RANKED ON THE GOOGLE MAP?

Monday, October 21, 13
Step 4: Optimize Your Google Maps
Go to Google.com/places

Monday, October 21, 13
Monday, October 21, 13
Step 4: Optimize Your Google Map
Listing

Monday, October 21, 13
Step 4: Optimize Your Google Map
Listing

Monday, October 21, 13
Step 4: Optimize Your Google Map
Listing

Monday, October 21, 13
Step 4: Optimize Your Google Maps
Update	
  Your	
  Company	
  Name	
  to	
  Read	
  “Company	
  Name”)	
  
–	
  E.G.	
  D...
Step 4: Optimize Your Google Maps

Monday, October 21, 13
Monday, October 21, 13
Monday, October 21, 13
Monday, October 21, 13
Monday, October 21, 13
Step 4: Optimize Your Google
Maps

Monday, October 21, 13
Step 4: Optimize For Google Maps
Get$Reviews–"Reviews"are"a"key"determinant"of"placement"within"
the"Map"Lis9ngs."The"numb...
Monday, October 21, 13
Monday, October 21, 13
Monday, October 21, 13
Monday, October 21, 13
Monday, October 21, 13
Step 5: Build Inbound Links &
Authority
•Once the pages are built & Optimized
it’s Links to the Page that determine
Placem...
So What Is Google’s Fascination
With Cute Little Animals?

Monday, October 21, 13
Well There Really Not All That
Cute And Friendly After All

Monday, October 21, 13
Step 5: Build Inbound Links &
Authority

Monday, October 21, 13
Now There Is A New Cute Little
Animal In The Mix

“Hummingbird”

Monday, October 21, 13
But Does He Play Nice?

“Hummingbird”

Monday, October 21, 13
He’s Not All That Mean, But You
Need To Know What He Does
•Google Wants To Answer Questions
•Google Wants To Deliver Great...
Step 5: Consistently Create
Fresh Content

•You ARE a subject Matter Expert
•Create Articles, Video’s & Audios
•Post & Syn...
Step 5: Ninja Link Building
Strategy
• Competitive Link Acquisition

Monday, October 21, 13
Step 6: Get Active On Social Media
•What is your #1 source of new business?

Monday, October 21, 13
Step 6: Get Active On Social Media

=

Monday, October 21, 13

More Repeat Business &
More Referrals
Step 6: Get Active On Social Media

Where to start?
Facebook Business Page
Twitter
LinkedIn
YouTube
Google Plus
Blog

Mond...
Step 6: Get Active On Social Media
• Leverage eMail to get
initial engagement
• Consistently Daily
Updates - Information
n...
Step 7: Explore Paid Online
Marketing Opportunties
• Pay Per Click Marketing
‣Google AdWords, Bing Search /

Yahoo
• Paid ...
Step 8: Track, Measure & Quanitify
It’s All About ROI

• Watch Traffic Trends with Analytics
• Track your online ranking f...
BONUS: Get Ready For The Phone to
Ring

Monday, October 21, 13
BONUS: Get Ready For The Phone to
Ring

Monday, October 21, 13
RECAP
8 Steps To GO BIG with your
Internet Marketing Plan
Step 1: Understand The Search Engines (Paid, Organic & Map Listi...
Questions?

eMail : josh@plumberseo.net
Phone: 866-610-4647
www.PlumberSEO.net

Monday, October 21, 13
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PHCC Connect - Go big with you internet marketing plan in 2014 and beyond

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Transcript of "PHCC Connect - Go big with you internet marketing plan in 2014 and beyond"

  1. 1. Your 2013 Internet Marketing Plan Monday, October 21, 13
  2. 2. Have You Ever Wondered What It Would Be Like To... • To have a dominate web presence that positioned you at the top plumbing business in your area. • What it would be like to have a flood prospects calling into your business on a consistent basis that found you online? • Know that your marketing strategy was working so you didn’t have to worry about it? Monday, October 21, 13
  3. 3. You’re About To Discover.... • A blueprint covering the MOST important online marketing medium that you should be tapping into for your plumbing business • How to get your plumbing business ranked on PAGE ONE for the most important plumbing keywords in your area • A proven strategy for getting your company to rank on the Google Map in your area by establishing your NAP, Citation Development & Reviews • Our Step-by-step strategy for getting more repeat & referral business via Social Monday, October 21, 13
  4. 4. Why The Internet? •Massive Transition from Offline to Online •Statistics tell us that more than 77% of consumers go online when looking for plumbing services. •There are over 20 Million Searches EVERY MONTH for Plumbing & HVAC Services Monday, October 21, 13
  5. 5. Who Am I & Why Should You Listen To Me? • Author of the Complete Guide to Internet Marketing for Plumbing Contractors • Associate member of the PHCC, QSC & ACCA • Spoken at PHCC, QSC & other industry events across the US. • Articles published in Plumbing & Mechanical, Contractor Mag & HVAC Insider • Widely accepted as the premier expert in the internet marketing for Plumbing & HVAC Businesses • Worked with Plumbing & HVAC Business Across the US & Internationally Monday, October 21, 13
  6. 6. These Strategies WORK Monday, October 21, 13
  7. 7. These Strategies WORK Monday, October 21, 13
  8. 8. These Strategies WORK Monday, October 21, 13
  9. 9. These Strategies WORK Monday, October 21, 13
  10. 10. We are going to cover the EXACT strategies that produce these results on this presentation Monday, October 21, 13
  11. 11. Monday, October 21, 13
  12. 12. Online Marketing Channels Monday, October 21, 13
  13. 13. Online Marketing Channels • Search Engines SEO / Organic Map Listings Pay-Per Click Monday, October 21, 13
  14. 14. Online Marketing Channels • Search Engines SEO / Organic Map Listings Pay-Per Click • Social Media Monday, October 21, 13
  15. 15. Online Marketing Channels • Search Engines SEO / Organic Map Listings Pay-Per Click • Social Media • Online Directories Monday, October 21, 13
  16. 16. Online Marketing Channels • Search Engines SEO / Organic Map Listings Pay-Per Click • Social Media • Online Directories • Paid Lead Services Monday, October 21, 13
  17. 17. Online Marketing Pyramid • Pay-per-click • Online Directories • Social Media & eMail • Monday, October 21, 13 Website Setup Search Engines SEO / Organic Map Listings Pay-Per Click
  18. 18. What Online Marketing should you be doing in your Plumbing or HVAC Business? • Update Website for SEO & Conversion • Make sure you have your MOBILE site ready • Get active in SEO (Link building, content creation, etc) • Optimize your site for Google Maps o Optimize your listing at Google.com/Places o Citation Development o Review Request Process • Get Active in Social Media o Facebook, Twitter, Google+, LinkedIn, YouTube • Leverage eMail Marketing • Consider Paid Marketing Channels o AdWords / PPC o Online Paid Directories – Angie’s List, Yelp, CitySearch o Paid Lead Services - Home Advisor, eLocal Plumber, etc • Track & Measure your results Monday, October 21, 13
  19. 19. 8 Steps To GO BIG with your Internet Marketing Plan Step 1: Understand The Search Engines (Paid, Organic & Map Listings) Step 2: Build out Your Site for most profitable services & service area Step 3: Optimize the site & pages for search Step 4: Optimize your Google Maps Listing & Get Online Reviews Step 5: Build Inbound Links & Authority Step 6: Get Active in Social Media (Facebook, Twitter, Google+ , Etc) Step 7: Explore Paid Online Marketing Channels Step 8: Track, Measure & Quanitify BONUS:Get ready for the phone to ring Monday, October 21, 13
  20. 20. Step 1: Understand The Search Engines SEARCH RESULTS PAGE • SERP PAY PER CLICK • PPC ORGANIC LISTINGS PAY PER CLICK • PPC GOOGLE MAPS Monday, October 21, 13
  21. 21. Step 1: Understand The Search Engines SEARCH RESULTS PAGE • SERP Monday, October 21, 13
  22. 22. Step 1: Understand The Search Engines Monday, October 21, 13
  23. 23. Step 2: Build Out Your Website •Typical Plumbing Site 3-5 Pages •Pages for each service •Pages for each of the sub cities that you serve Monday, October 21, 13
  24. 24. Plumbing Keywords Your Your Your Your Your Your Your Your Your Your Your Your Your Your Your Your Your Your Your Your Monday, October 21, 13 City City City City City City City City City City City City City City City City City City City City + + + + + + + + + + + + + + + + + + + + plumbing plumber Plumbers water heaters bathroom remodeling tankless water heaters leak detection drain cleaning shower repair boiler repair plumbing contractor emergency plumber water heater repair shower installation water heater installation sewer repair commercial plumbing commercial plumber repipe repiping Your Your Your Your Your Your Your Your Your Your Your Your Your Your Your Your Your Your Your Your City City City City City City City City City City City City City City City City City City City City + + + + + + + + + + + + + + + + + + + + residential plumbing tankless water heater installation sump pump repair residential plumber garbage disposal installation water softener installation gas line installation water softener repair clogged toilet repair sewer line replacement hydro jetting trenchless sewer repair gas line repair trenchless sewer replacement slab leak repair tankless water heater repair burst pipe repair septic tank plumbing water filtration system installation backflow testing
  25. 25. Add More Pages Typical Plumbing Website: Home | About Us | Services | Coupons | Contact SEO Built Out Plumber Site: • Home | About Us | Coupons | Contact Sub Pages For Each Service City Emergency Plumber, City Leak Detection, City Toilet Repair City Water Heater Installation, City Tankless Water Heater Sub Pages For Each City Serviced Sub City Plumber, Sub City Plumber, Sub City Plumber Monday, October 21, 13
  26. 26. Add More Pages Monday, October 21, 13
  27. 27. Step 3: Optimize Pages On Site For Search • Unique title tag on each page • H1 tag re-stating that title tag on each page • Images names with primary keywords • URL should contain page keyword • Anchor text on each page & built into footer • XML sitemap should be created & submitted to: •Google webmaster tools •Bing webmaster tools Monday, October 21, 13
  28. 28. Navigation, Pages & Flow Your website should have •Home • About Us (Meet Our Team, Why Choose Us, etc) • Our Services - Emergency, Drain Cleaning, Water Heater Repair, Water Heater Installation (Tankless), Bathroom Remodeling, Repiping, Sewer Cleaning, Leak Detection, Sewer Repair, Bathroom Remodeling, etc) •Our Service Area •Online Specials • Reviews / Testimonials •Contact Us Monday, October 21, 13
  29. 29. Navigation, Pages & Flow Monday, October 21, 13
  30. 30. Elements of Conversion Your website should have • Number in the TOP RIGHT Corner • Web Form where customer can request a quote / service call • Links to your Social Media Profiles (Facebook, Twitter, LinkedIn, Google+, etc) • Direct links to your online reviews / testimonials • Company Name, Address & Phone Number on every page of the site • PERSONALITY - Real Photos & Videos of you, your team, your trucks, etc • A clear explanation of WHY they should choose your company • Special Offers & Incentives to drive action • MOBILE READY Version for Mobile Visitors Monday, October 21, 13
  31. 31. Navigation, Pages & Flow Monday, October 21, 13
  32. 32. Navigation, Pages & Flow Monday, October 21, 13
  33. 33. Navigation, Pages & Flow Monday, October 21, 13
  34. 34. Navigation, Pages & Flow Monday, October 21, 13
  35. 35. Navigation, Pages & Flow Monday, October 21, 13
  36. 36. Navigation, Pages & Flow Monday, October 21, 13
  37. 37. Navigation, Pages & Flow Monday, October 21, 13
  38. 38. Navigation, Pages & Flow Monday, October 21, 13
  39. 39. Step 3: Optimize Pages On Site For Search • Unique title tag on each page • H1 tag re-stating that title tag on each page • Images names with primary keywords • URL should contain page keyword • Anchor text on each page & built into footer • XML sitemap should be created & submitted to: •Google webmaster tools •Bing webmaster tools Monday, October 21, 13
  40. 40. Step 3: Optimize Pages On Site For Search Typical Plumbing Site Title •Joe’s Plumbing SEO Optimized Title Tag • Orlando Plumber | Shamrock Plumbing Orlando, FL | Orlando Repipe Monday, October 21, 13
  41. 41. Step 3: Optimize Pages On Site For Search SEO Optimized Title Tag • Orlando Emergency Plumbing 24 Hour Emergency Plumbing Service in Orlando, FL • Orlando Water Heater Repair Water Heater Repair Service in Orlando, Fl • Orlando Drain Cleaning - Drain Cleaning Service in Orlando, Fl Etc Monday, October 21, 13
  42. 42. Step 3: Optimize Pages On Site For Search Monday, October 21, 13
  43. 43. Page One Placement for Most Important Keywords Monday, October 21, 13
  44. 44. Page One Placement for Most Important Keywords Monday, October 21, 13
  45. 45. Page One Placement for Most Important Keywords Monday, October 21, 13
  46. 46. Page One Placement for Most Important Keywords Monday, October 21, 13
  47. 47. Page One Placement for Most Important Keywords Monday, October 21, 13
  48. 48. Page One Placement for Most Important Keywords Monday, October 21, 13
  49. 49. Page One Placement for Most Important Keywords Monday, October 21, 13
  50. 50. Page One Placement for Most Important Keywords Monday, October 21, 13
  51. 51. Page One Placement for Most Important Keywords Monday, October 21, 13
  52. 52. Step 4: Optimize For Google Maps Monday, October 21, 13
  53. 53. Step 4: Optimize For Google Maps HOW DO I GET RANKED ON THE GOOGLE MAP? Monday, October 21, 13
  54. 54. Step 4: Optimize Your Google Maps Go to Google.com/places Monday, October 21, 13
  55. 55. Monday, October 21, 13
  56. 56. Step 4: Optimize Your Google Map Listing Monday, October 21, 13
  57. 57. Step 4: Optimize Your Google Map Listing Monday, October 21, 13
  58. 58. Step 4: Optimize Your Google Map Listing Monday, October 21, 13
  59. 59. Step 4: Optimize Your Google Maps Update  Your  Company  Name  to  Read  “Company  Name”)   –  E.G.  Don’t  Add  any  keywords  here Add  your  Website  Address  –  This  will  create  an  important   inbound  link USE  a  LOCAL  NUMBER  (800#’s  Won’t  Do  The  Trick) Use  a  Local  Address  (NO  PO  BOX  or  UPS  Store).  Worst   Case  Virtual  Office Upload  PHOTOS  –  AS  MANY  AS  POSSIBLE  –  Use  personal   Photos  –  Pictures  of  yourself  (the  owner),  Pictures  of   Your  Staff,  Pictures  of  the  Office,  Pictures  of  Your   Trucks,  Your  Equipment,  Your  Logo,  Coupons,  Pictures   of  your  work.  People  Connect  &  Resonate  With  People.   Leverage  that  in  your  Map  Lis:ng Upload  a  Video  if  you  have  one  (If  you  don’t  –  Get  one   made!) List  your  hours  of  operaon  &  services  offered Monday, October 21, 13
  60. 60. Step 4: Optimize Your Google Maps Monday, October 21, 13
  61. 61. Monday, October 21, 13
  62. 62. Monday, October 21, 13
  63. 63. Monday, October 21, 13
  64. 64. Monday, October 21, 13
  65. 65. Step 4: Optimize Your Google Maps Monday, October 21, 13
  66. 66. Step 4: Optimize For Google Maps Get$Reviews–"Reviews"are"a"key"determinant"of"placement"within" the"Map"Lis9ngs."The"number"of"reviews"of"your"local"lis9ng"is"a"key" determinant"in"placement." As"a"prac9ce,"you"need"to"request"reviews"from"your"customers"in" order"to"get"them."A"strategy"that"we"use"takes"a"three"pronged" approach:"" •  Send"an"ini9al"email"to"your"client"database"asking"them"to" write"a"review"of"your"company"on"Google"and"provide"them" with"the"URL"to"your"Google"Places"page." •  Keep"an"open"ear"for"Happy"Customers"and"ask"them"if"they" would"be"willing"to"write"a"review."If"so,"get"their"email"at" that"moment"and"let"them"know"that"you"will"be"sending" them"an"email"with"the"link"to"write"the"review." Monday, October 21, 13
  67. 67. Monday, October 21, 13
  68. 68. Monday, October 21, 13
  69. 69. Monday, October 21, 13
  70. 70. Monday, October 21, 13
  71. 71. Monday, October 21, 13
  72. 72. Step 5: Build Inbound Links & Authority •Once the pages are built & Optimized it’s Links to the Page that determine Placement More than 70% of the battle is getting links. He who has the most QUALITY links WINS! Monday, October 21, 13
  73. 73. So What Is Google’s Fascination With Cute Little Animals? Monday, October 21, 13
  74. 74. Well There Really Not All That Cute And Friendly After All Monday, October 21, 13
  75. 75. Step 5: Build Inbound Links & Authority Monday, October 21, 13
  76. 76. Now There Is A New Cute Little Animal In The Mix “Hummingbird” Monday, October 21, 13
  77. 77. But Does He Play Nice? “Hummingbird” Monday, October 21, 13
  78. 78. He’s Not All That Mean, But You Need To Know What He Does •Google Wants To Answer Questions •Google Wants To Deliver Great Content •Content Is King Monday, October 21, 13
  79. 79. Step 5: Consistently Create Fresh Content •You ARE a subject Matter Expert •Create Articles, Video’s & Audios •Post & Syndicate your content Monday, October 21, 13
  80. 80. Step 5: Ninja Link Building Strategy • Competitive Link Acquisition Monday, October 21, 13
  81. 81. Step 6: Get Active On Social Media •What is your #1 source of new business? Monday, October 21, 13
  82. 82. Step 6: Get Active On Social Media = Monday, October 21, 13 More Repeat Business & More Referrals
  83. 83. Step 6: Get Active On Social Media Where to start? Facebook Business Page Twitter LinkedIn YouTube Google Plus Blog Monday, October 21, 13
  84. 84. Step 6: Get Active On Social Media • Leverage eMail to get initial engagement • Consistently Daily Updates - Information not Sales • Engage - Engage Engage Monday, October 21, 13
  85. 85. Step 7: Explore Paid Online Marketing Opportunties • Pay Per Click Marketing ‣Google AdWords, Bing Search / Yahoo • Paid online directory listings ‣Angies List, YP.com, Yelp.com, etc • Paid Lead Services ‣ Home Advisor, eLocal Plumber, PlumingNetworx Monday, October 21, 13
  86. 86. Step 8: Track, Measure & Quanitify It’s All About ROI • Watch Traffic Trends with Analytics • Track your online ranking for important Keywords • Consider call tacking phone number on site (in Graphics only). • Put a CRM or some other tracking tool in place to track lead sources and billed amounts Monday, October 21, 13
  87. 87. BONUS: Get Ready For The Phone to Ring Monday, October 21, 13
  88. 88. BONUS: Get Ready For The Phone to Ring Monday, October 21, 13
  89. 89. RECAP 8 Steps To GO BIG with your Internet Marketing Plan Step 1: Understand The Search Engines (Paid, Organic & Map Listings) Step 2: Build out Your Site for most profitable services & service area Step 3: Optimize the site & pages for search Step 4: Optimize your Google Maps Listing & Get Online Reviews Step 5: Build Inbound Links & Authority Step 6: Get Active in Social Media (Facebook, Twitter, Google+ , Etc) Step 7: Explore Paid Online Marketing Channels Step 8: Track, Measure & Quantify BONUS:Get ready for the phone to ring Monday, October 21, 13
  90. 90. Questions? eMail : josh@plumberseo.net Phone: 866-610-4647 www.PlumberSEO.net Monday, October 21, 13
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