Your 2014 online marketing plan for plumbing & hvac companies

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http://www.plumberseo.net - Learn what you should be doing to market your plumbing or HVAC business online in 2014. A lot of things have changed and your plan needs to be updated and modified.

Watch this video and get the latest updates on what you should be doing in terms of SEO, Google Maps, Social Media, Pay-Per-Click and other online marketing channels to maximize your leads, calls and profitability.

Download the implementation guide at http://www.plumberseo.net/plan

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Your 2014 online marketing plan for plumbing & hvac companies

  1. 1. Your 2013 Internet Marketing Plan
  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 or HVAC 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 you were leveraging the internet to it’s fullest in terms of exposure, leads & profits?
  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 or HVAC business • How to get your plumbing or HVAC 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 Media
  4. 4. Why The Internet? •Massive Transition from Offline to Online •Statistics tell us that more than 97% of Internet users take advantage of online media to find local services. •There are over 20 Million Searches EVERY MONTH for Plumbing & HVAC Services
  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
  6. 6. So Many Online Marketing Channels in 2014
  7. 7. So Many Online Marketing Channels in 2014 • Search Engines 
 SEO / Organic
 Map Listings 
 Pay-Per Click
  8. 8. So Many Online Marketing Channels in 2014 • Search Engines 
 SEO / Organic
 Map Listings 
 Pay-Per Click • Social Media
  9. 9. So Many Online Marketing Channels in 2014 • Search Engines 
 SEO / Organic
 Map Listings 
 Pay-Per Click • Social Media • Online Directories
  10. 10. So Many Online Marketing Channels in 2014 • Search Engines 
 SEO / Organic
 Map Listings 
 Pay-Per Click • Social Media • Online Directories • Paid Lead Services
  11. 11. Where should you start… • Pay-per-click • Online Directories • Social Media & eMail • Website Setup 
 Search Engines 
 SEO / Organic
 Map Listings
  12. 12. What Online Marketing should you be doing in your Plumbing or HVAC Business in 2014? • 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
  13. 13. 8 Steps To Online Success in 2014 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
  14. 14. Step 1: Understand The Search Engines SEARCH RESULTS PAGE • SERP PAY PER CLICK • PPC ORGANIC LISTINGS PAY PER CLICK • PPC GOOGLE MAPS
  15. 15. Step 1: Understand The Search Engines SEARCH RESULTS PAGE • SERP
  16. 16. Step 1: Understand The Search Engines
  17. 17. 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
  18. 18. Plumbing Keywords 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 + + + + + + + + + + + + + + + + + + + + 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
  19. 19. HVAC Keywords Your  City  +  air  condi/oning   Your  City  +  air  condi/oner   Your  City  +  ac  air  condi/oning   Your  City  +  furnace   Your  City  +  air  condi/oners   Your  City  +  hvac   Your  City  +  air  condi/on   Your  City  +  trane   Your  City  +  air  con   Your  City  +  hvac  air  condi/oning   Your  City  +  heat  pump   Your  City  +  hea/ng  air   Your  City  +  hea/ng  &  air   Your  City  +  hea/ng  and  air   Your  City  +  air  condi/oning  units   Your  City  +  air  condi/oning  unit   Your  City  +  air  condi/oner  unit   Your  City  +  air  condi/oner  units   Your  City  +  hea/ng  &  cooling   Your  City  +  cooling  and  hea/ng   Your  City  +  hea/ng  and  cooling   ! Your  City  +  air  condi/oning  and  hea/ng   Your  City  +  hea/ng  and  air  condi/oning   Your  City  +  hea/ng  air  condi/oning   Your  City  +  hea/ng  &  air  condi/oning   Your  City  +  air  condi/oning  hea/ng   Your  City  +  portable  air  condi/oner   Your  City  +  air  condi/oner  portable   Your  City  +  central  air   Your  City  +  portable  air  condi/oning   Your  City  +  air  condi/oning  portable   Your  City  +  portable  air  condi/oners   Your  City  +  air  condi/oners  portable   Your  City  +  air  condi/oning  system   Your  City  +  air  condi/oning  repair   Your  City  +  repair  air  condi/oning   Your  City  +  air  condi/oner  price   Your  City  +  window  air  condi/oner   Your  City  +  air  condi/oner  repair   Your  City  +  portable  air  condi/oning  units   Your  City  +  repair  air  condi/oner   Your  City  +  air  condi/oning  systems   !
  20. 20. 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
  21. 21. Add More Pages
  22. 22. Add More Pages
  23. 23. Add More Pages
  24. 24. Add More Pages
  25. 25. Add More Pages
  26. 26. Step 3: Optimize Pages On Site For Conversion
  27. 27. Step 3: Optimize Pages On Site For Conversion
  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
  29. 29. Navigation, Pages & Flow
  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
  31. 31. Navigation, Pages & Flow
  32. 32. Navigation, Pages & Flow
  33. 33. Navigation, Pages & Flow
  34. 34. Navigation, Pages & Flow
  35. 35. Navigation, Pages & Flow
  36. 36. Navigation, Pages & Flow
  37. 37. Navigation, Pages & Flow
  38. 38. Navigation, Pages & Flow
  39. 39. Step 3: Optimize Pages On Site For Conversion
  40. 40. Step 3: Optimize Pages On Site For Conversion
  41. 41. Step 3: Optimize Pages On Site For Conversion
  42. 42. Step 3: Optimize Pages On Site For Search
  43. 43. Step 3: Optimize Pages On Site For Search
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. Step 3: Optimize Pages On Site For Search
  48. 48. Step 3: Case Study
  49. 49. Step 3: Case Study
  50. 50. Step 3: Case Study
  51. 51. Step 3: Case Study
  52. 52. Page One Placement for Most Important Keywords
  53. 53. Page One Placement for Most Important Keywords
  54. 54. Page One Placement for Most Important Keywords
  55. 55. Page One Placement for Most Important Keywords
  56. 56. Page One Placement for Most Important Keywords
  57. 57. Page One Placement for Most Important Keywords
  58. 58. Page One Placement for Most Important Keywords
  59. 59. Page One Placement for Most Important Keywords
  60. 60. Step 3: Optimize Pages On Site For Search
  61. 61. Step 4: Optimize For Google Maps
  62. 62. Step 4: Optimize For Google Maps HOW DO I GET RANKED ON THE GOOGLE MAP?
  63. 63. Step 4: Optimize Your Google Maps Go to google.com/places & www.google.com/+/business/
  64. 64. 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  opera/on  &  services  offered  
  65. 65. Step 4: Optimize Your Google Maps
  66. 66. Step 4: Optimize Your Google Maps
  67. 67. Step 4: Case Study
  68. 68. Step 4: Optimize Your Google Map Listing
  69. 69. Step 4: Optimize Your Google Map Listing
  70. 70. Step 4: Optimize Your Google Map Listing
  71. 71. Step 4: Optimize Your Google Maps

  72. 72. 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."
  73. 73. Step 4: Case Study
  74. 74. Step 4: Optimize For Google Maps
  75. 75. Step 4: Optimize For Google Maps
  76. 76. Step 5: Build Inbound Links & Authority
  77. 77. 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!
  78. 78. Step 5: Build Inbound Links & Authority
  79. 79. Step 5: Consistently Create Fresh Content •You ARE a subject Matter Expert •Create Articles, Video’s & Audios •Post & Syndicate your content
  80. 80. Step 5: Ninja Link Building Strategy • Competitive Link Acquisition
  81. 81. Step 6: Get Active On Social Media •What is your #1 source of new business?
  82. 82. Step 6: Get Active On Social Media = 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
  84. 84. Step 6: Get Active On Social Media • Leverage eMail to get initial engagement • Consistently Daily Updates - Information not Sales • Engage - Engage Engage
  85. 85. Step 7: Explore Paid Online 
 Marketing Opportunities • 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
  86. 86. Why Most Pay-Per-Click Campaigns Fail • Setup only ONE ad group for all services (plumbing, emergency plumbing, drain cleaning, water heaters, etc) Don’t use specific text ads and landing pages for for groups of keywords No strong call to action or OFFER on the landing page • •
  87. 87. Understanding How AdWords works
  88. 88. Understanding How AdWords works • Highest Bid Does Not = Top Ranking
  89. 89. Understanding How AdWords works • Highest Bid Does Not = Top Ranking • Google MUST serve the most relevant results
  90. 90. Understanding How AdWords works • Highest Bid Does Not = Top Ranking • Google MUST serve the most relevant results • Quality Score Drives your Positioning & Cost Per Click
  91. 91. How does Google Determine Quality Score?
  92. 92. How does Google Determine Quality Score? • Click Through Rate
  93. 93. How does Google Determine Quality Score? • Click Through Rate • Relevance
  94. 94. How does Google Determine Quality Score? • Click Through Rate • Relevance • Quality of Landing Page
  95. 95. Understanding How AdWords works
  96. 96. Understanding How AdWords works Better Quality Score =
 Lower Cost Per Click for Top Positions
  97. 97. Why Most Pay-Per-Click Campaigns Fail • General Plumbing Services • Emergency Plumbing • Water Heater Repair / Replacement • Drain Cleaning • Garbage Disposal Repair • Re-Piping • Septic Pumping / Cleaning • Bathroom Remodeling • Leak Detection • Trecnhless Sewer Replacement • Etc, Etc, Etc YourCompany.com
  98. 98. Why Most Pay-Per-Click Campaigns Fail • General Plumbing Services • Emergency Plumbing • Water Heater Repair / Replacement • Drain Cleaning • Garbage Disposal Repair • Re-Piping • Septic Pumping / Cleaning • Bathroom Remodeling • Leak Detection • Trecnhless Sewer Replacement • Etc, Etc, Etc YourCompany.com
  99. 99. Why Most Pay-Per-Click Campaigns Fail • General Plumbing Services • Emergency Plumbing • Water Heater Repair / Replacement • Drain Cleaning • Garbage Disposal Repair • Re-Piping • Septic Pumping / Cleaning • Bathroom Remodeling • Leak Detection • Trecnhless Sewer Replacement • Etc, Etc, Etc YourCompany.com
  100. 100. How To Setup your PPC Campaign for Success • Setup your AdGroups based on specific groups of services • Write compelling Text Ads that are relevant to your keywords • Link your ads to specific pages on the site (not the home page) with strong offer & call to action
  101. 101. What Ad Groups should you use? • General Plumbing Services • Emergency Plumbing • Water Heater Repair / Replacement • Drain Cleaning • Garbage Disposal Repair • Re-Piping • Septic Pumping / Cleaning • Bathroom Remodeling • Leak Detection • Trecnhless Sewer Replacement • Etc, Etc, Etc
  102. 102. 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
  103. 103. BONUS: Get Ready For The Phone to Ring
  104. 104. BONUS: Get Ready For The Phone to Ring
  105. 105. BONUS: Get Ready For The Phone to Ring
  106. 106. BONUS: Get Ready For The Phone to Ring
  107. 107. BONUS: Get Ready For The Phone to Ring
  108. 108. BONUS: Get Ready For The Phone to Ring ! • • • ! January – Just a handful of calls March – 52 Inbound Calls September – 147 Inbound Calls!
  109. 109. BONUS: Get Ready For The Phone to Ring ! • • • ! January – Just a handful of calls March – 52 Inbound Calls September – 147 Inbound Calls!
  110. 110. BONUS: Get Ready For The Phone to Ring
  111. 111. BONUS: Get Ready For The Phone to Ring
  112. 112. What Online Marketing should you be doing in your Plumbing or HVAC Business in 2014? • 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
  113. 113. BONUS: Get Ready For The Phone to Ring
  114. 114. RECAP Let Us Partner with you in 2014 8 Steps To Online Success in 2013 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
  115. 115. Recap • Pay-per-click • Online Directories • Social Media & eMail • Website Setup 
 Search Engines 
 SEO / Organic
 Map Listings
  116. 116. Your 2014 Online Marketing Plan Free Implementation Guide http://plumberseo.net/plan
  117. 117. Questions? eMail : josh@plumberseo.net Phone: 866-610-4647

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