Introduction to Marketing - Las Vegas Pest Expo 2018 - Maria Mayorga
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Maria Mayorga maps out the basics of how to make the most impact with your pest control marketing.
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Introduction to Marketing - Las Vegas Pest Expo 2018 - Maria Mayorga
- 1. Introduction to Marketing Maria Mayorga, Director of Strategy Coalmarch Productions
- 6. Why are you here today?
- 7. To make better decisions for your business!
- 8. The game is changing.
- 9. The game is changing.
- 10. Our strategy is focused on two very important elements ATTRACTION CONVERSION
- 11. ATTRACTION
- 12. Here’s Karen. Karen is looking for pest control services in the Las Vegas area. She heads to Google and searches for pest control in Las Vegas. How does Karen find you? ATTRACTION: Location targeted marketing campaigns
- 13. 1. Local & Reviews 2. Social 3. Optimized Content 4. Link Building 5. PPC Management What are the components of attraction?
- 14. Local & Reviews
- 16. 1. Organic visibility 2. Local pack visibility What is local search?
- 17. The increase of mobile searches has also increased the importance of showing up in the local pack!
- 18. 1st page
- 19. 2nd page
- 20. And a lot more is changing...
- 21. HomeAdvisor
- 25. 1. My Business Signals (Proximity, categories, keyword in business title, etc.) 1. Link Signals (Inbound anchor text, linking domain authority, linking domain quantity, etc.) 3. On-Page Signals (Presence of NAP, keywords in titles, domain authority, etc.) How do you stand out in local search?
- 26. 4. Citation Signals (IYP/aggregator NAP consistency, citation volume, etc.) 5. Review Signals (Review quantity, review velocity, review diversity, etc.) How do you stand out in local search?
- 27. 6. Behavioral Signals (Click-through rate, mobile clicks to call, check-ins, etc.) 7. Social Signals (Google engagement, Facebook engagement, Twitter engagement, etc.) How do you stand out in local search?
- 28. Social Media
- 30. 1. Ask questions! Give people something to engage with. 1. Give a call-to-action. Tell people exactly what you want them to do. Examples: Visit a site (read more/learn more), like the post, share the post, tag a friend, etc. How to use social for your business:
- 31. 3. Respond to your audience. If someone engages, be sure to like and/or comment back. You can also initiate engagement! 4. Use visuals whenever possible. Images and videos are more engaging and draw the eye. 5. Share timely articles/blogs. How to use social for your business:
- 33. This is also a great place to highlight your career opportunities!
- 36. Average Pest Control Website The average Coalmarch Website
- 39. Link Building
- 40. input
- 41. GOOGLE SAYS: Links and content are the two most important ranking signals.
- 44. #Truth Nobody really wants to read a mediocre blog post about generic lawn care or pest control tips.
- 45. #EvenMoreTruth Nobody really wants to POST a mediocre blog post about generic lawn care or pest control tips.
- 46. People DO care how lawn/pest control relates to: ● Real Estate/Home Improvement/Property Value ● Environment/Sustainability ● Charities/Community Service ● Technology ● Health ● Newsworthy Topics
- 47. 2. CREATE CONTENT THAT ADDS VALUE
- 49. Your link building content should be better than an average blog post.
- 50. Or build link-worthy assets: Infographics Scholarships
- 51. 3. TREAT YOURSELF LIKE A RESOURCE
- 52. You’re offering advice from the experts. Link to multiple sources, and put those links where you want them.
- 53. PPC Management
- 56. 1st page
- 57. PPC traffic converts 50% higher than organic traffic.
- 58. You can customize your PPC campaigns according to your different service lines to maximize your budget for the most ROI. You can also create budget allocation strategies for service lines based on: ATTRACTION: Service-targeted PPC campaigns ● Profitability by service line ● Closing rates by service line ● Annual value per customer by service line
- 59. The best time to plant a tree was 20 years ago. The second best time is now.
- 61. CONVERSION
- 62. 1. Mobile 2. Your Website 3. Content What are the main components of conversion?
- 63. Mobile
- 65. Many of our clients are seeing 70% of their traffic coming from mobile.
- 68. Your Website
- 75. Your website should be top of mind. Especially on mobile!
- 76. Content
- 77. The average reader only spends 37 seconds reading an article or blog post. Source: NewsCred Insights
- 80. CONVERSION: USER EXPERIENCE DRIVEN CONTENT & DESIGN So Karen clicked on your company’s ad on Google and lands on a page dedicated to Pest Control in Las Vegas. She wants to learn about what you do and how you’ll help her get rid of the ants in her kitchen.
- 81. As Karen begins to read through your landing page, she needs to know why she should choose your company over your competitors, and exactly how you can help her with her problem. CONVERSION: Content Optimized for Conversion What sets you apart?
- 82. Call to action! In order to convince users that your company is the best choice, we optimize your content for conversion through: CONVERSION: Content Optimized for Conversion ● Benefits-oriented language ● Targeted calls-to-action ● Special offers promotion
- 84. example
- 85. CAPITALIZE ON ACTIVITY & DEMAND IN YOUR REGION
- 86. If you can’t measure it, you can’t improve it.
- 88. What happens after marketing works?
- 92. A lead is someone in our service area that contacted us about a service we offer. LEAD DEFINITION #1 A lead is someone who has never contacted us before and inquired about our services. LEAD DEFINITION #2 A lead is a homeowner who calls or emails us. LEAD DEFINITION #3 A person becomes a lead when our CSR transfers them to our sales folks. LEAD DEFINITION #4 A lead is a person who calls us and can afford our service. LEAD DEFINITION #5 A person becomes a lead when we send them a proposal for work. LEAD DEFINITION #6
- 93. SOLD SERVICE OPERATION LEAD DEFINITION An individual who contacts a business with the belief that the business provides a service that will address their need, after interacting with the business’s brand, either online or offline. CREATIVE LEAD Anyone who expresses an interest in a business’s services after having been contacted by a representative or entity of that business. This must be initiated by the company. GENERATED LEAD
- 94. 1. DEFINE A LEAD 2. SPREAD THE WORD 3. SET A BASELINE 4. SET GOALS 5. MARK LEADS WITH CALL TRACKING So, what now?
- 95. Find your marketing comfort zone.
- 96. 1. Do it yourself (use a company like Squarespace) 2. Hire a contractor (or a few) 3. Hire an agency (do they walk the talk) 4. Hire a full-time person (this is hard!) 5. & Others Options for marketing your company
- 97. FINAL THOUGHTS
- 103. coalmarch.com/LVex po For links and other resources
- 104. To talk further, visit the Coalmarch table!
- 105. Questions?
- 106. Introduction to Marketing Maria Mayorga, Director of Strategy Coalmarch Productions maria@coalmarch.com https://www.linkedin.com/in/mariaemayorga/ @mariamayorga1
Editor's Notes
- For the past five years, I have managed the recruitment strategy at Coalmarch. This year was a shift for me as I have now empowered the other managers to take on more of the recruitment for their departments instead of doing all of the execution. They are now executing the process I created. We have experienced a lot of growth over the years We have had a few great years with turnover under 8% and a few bad years. But each year has taught us a different lesson and that’s why I am here today.
- And also racing cars. I don’t have a ton of time to talk about that today but come find me tonight and we can chat.
- We all know marketing has undergone an unprecedented change
- Even for those that get it, the game is changing yet again
- Some of you may be good with one or both or neither!
- Attraction … at the core of it - attraction is how we capitalize on potential customers in your area looking for the solutions you provide! In short, it’s how we actually get people to your website. [CHANGE SLIDE]
- When it comes to attraction, we aim to capitalize on search traffic in your area. We do this through custom PPC campaigns that target specific markets and keywords that relate to the services you offer. Optional based on industry: When dealing with a needs based industry like pest control, it’s important to have as much visibility as possible when people are searching for solutions to their pest problems. After all, the decision making process for consumers is pretty short, so you want to get your message in front of people as soon as they’re searching for it. We’re going to walk you through a real life example that you may be able to relate to - Here’s Karen. She’s at home making lunches in the morning for her kids and sees ants crawling across her countertops - this isn’t the first time Karen has had this problem - but this is the last straw and she’s ready to do something about them once and for all. ****Customize for lawn if needed******* I’m sure you have plenty of these types of customers, right? Well of course Karen knows she needs to get rid of them quickly so she turns to Google and searches “pest control in Las Vegas” If executed strategically, with PPC, you’re able to drive the most relevant traffic (Karen as a potential customer) to the most relevant page (a landing page on your ant control service), hopefully leading to new sales for your business! [CHANGE SLIDE]
- Who uses HomeAdvisor? HomeAdvisor bought Angie’s List...Now Google is taking the HomeAdvisor model to their search results.
- Guess who else is getting in the home services game? Google Services - Currently live for locksmiths, plumbers, electricians, HVAC and garage door services in a handful of cities across the US Not yet available for pest or lawn companies Will in the process of expanding to 17 cities Atlanta, Boston, Chicago, Dallas, Detroit, Miami, New York, Philadelphia, Phoenix, Seattle, Washington DC, and the California cities of Los Angeles, Riverside, Sacramento, San Diego, San Francisco and San Jose.
- Google guaranteed - background-checked by google, meet relevant insurance and licensing requirements When customers book using Local Services provider, Google protects their purchase with a money back guarantee Notable - reviews are very prominent as well as services and service areas NO LINK TO THE COMPANY WEBSITE
- Last week, Google announced that their own version of Siri called “Google Assistant” will begin to provide results from their Home Services ads.
- Don’t just stuff your pages full of keywords. Think about Karen and what she wants to read!
- Unique content is important 500 to 1000 words is ideal
- Online attention spans are shorter than ever--so content needs to be snackable and easy to read. With an average read time of less than one minute, more content writers are realizing the importance of structuring easily scannable articles and using bolding, bullet points, and italics to make important themes stand out from the page.
- Online attention spans are shorter than ever--so content needs to be snackable and easy to read. With an average read time of less than one minute, more content writers are realizing the importance of structuring easily scannable articles and using bolding, bullet points, and italics to make important themes stand out from the page.
- Link building is the process of acquiring links from other trusted websites to your own. It involves a plan/pitch, outreach, and follow-up. Link building is thought to be one of the biggest and most important factors in ranking well in Google. In other words, the more quality backlinks you have to your website, the more likely you are to rank on the first page. The more high quality websites that point to yours, the more authoritative your site becomes. Ideally, your links will point to deep pages in the site (i.e. not just the homepage, but local target pages.)
- It’s not hard to find easy tips to get rid of ants. Or roaches. Or spiders. This has been done 6000 times before.
- In order to capture the most relevant search traffic, we bid on a variety of different keywords that relate to your services. Through PPC, we can also be extremely strategic with our budgeting options - allocating portions of your budgets to specific service lines based on: Which services are the most profitable for your business Which services your sales team closes at the highest rates How much revenue you get from a single customer by service Optional: Let’s say your team closes residential pest control leads at 50%, but bed bug leads - because treatments are more expensive and leads are inherently less qualified - close at a much lower rate of 25%. If you can put more of your budget towards a service that your team closes at nearly double the rate, wouldn’t you want to? We can help your marketing dollars go all the more further with strategic budget allocations by service lines. [CHANGE SLIDE]
- And the second, most important part: conversion! Once a potential customer clicks on one of your ads and lands on your new landing page … what’s next? Well, the goal is for them to learn more about your business and how you can help them - and then ultimately, give you a call or fill out a form directly on the site. We track both of these via Google Analytics and a call tracking number on the landing page. Either one of these is what we consider a conversion -- and what you consider a lead! [CHANGE SLIDE]
- And the second, most important part: conversion! Once a potential customer clicks on one of your ads and lands on your new landing page … what’s next? Well, the goal is for them to learn more about your business and how you can help them - and then ultimately, give you a call or fill out a form directly on the site. We track both of these via Google Analytics and a call tracking number on the landing page. Either one of these is what we consider a conversion -- and what you consider a lead! [CHANGE SLIDE]
- 2 years ago, that was less than 50%
- 2 years ago, that was less than 50%
- Online attention spans are shorter than ever--so content needs to be snackable and easy to read. With an average read time of less than one minute, more content writers are realizing the importance of structuring easily scannable articles and using bolding, bullet points, and italics to make important themes stand out from the page.
- So we know Karen has already landed on a specific page for Pest Control in Raleigh, and she’s able to find everything she needs right from her cell phone BUT …. you can drive customers to your page and give them a great experience, but if your content doesn’t explicitly address the “what’s in it for me?” questions that people like Karen are going to have, they may choose to go with a different company. For example, we identified Karen’s biggest concerns as safety and speed. We need to assure Karen that our treatments are minimally invasive and that we’re able to service her home within the week if she calls right now. [NEXT SLIDE]
- So now, in order to convince users that [company name] is the best choice for all things pest control, we’ve again made sure to optimize content for conversion through: Benefits-oriented content. The things that make your business stand out amongst competitors are the first things we want people like Karen to see on your site. We want to answer the ‘what’s in it for me?’ question that people like Karen will inherently have when trying to determine which company to choose. We commonly include these benefits in the headlines of our content to improve the likelihood of someone calling or submitting a contact form. Calling users to action. Okay, Karen got to the website, read about what you offer, had her questions answered, and now knows why you’re the best choice … all we need to do is ask her if she’s ready to sign up! If you don’t ask, how can she say yes? We call this a call to action and not having any visible ones is the single most common failure websites have with conversion. Highly-visible contact forms and click-to-call buttons make it easy for a potential lead like Karen to contact you. As we’ve said before, users are becoming increasingly more impatient, so the less work they have to do to contact your business, the more likely they are to convert. Questions on how we optimize content for conversion? NEXT SLIDE ...
- You need to know what is going on with your marketing and online efforts, and you need real time access to that data. Introducing CM Dashboard, powered by Grow.
- Let’s go through a few examples so you can get a better idea of what I’m seeing.
- BASED ON HOW MUCH MARIA HAS PUSHED IT ALREADY!! Information TBD
- Our upcoming conference called CO2 …. [CHANGE SLIDE]