If you build it (your website) they won’t come. Just building a website isn’t enough to get a steady flow of internet leads. Your website is one of your most important marketing tools. It takes effort and a dedicated budget to get your site to provide a consistent flow of potential customers. Learn about the up-and-coming internet marketing trends and how you can use them to stay ahead of the competition.

1. 2018 Internet Marketing Trends
How To Stay Ahead Of The Curve

2. Introduction-John Leutermann
 Previously worked for an advertising agency for over five
years. Managed websites, SEO and digital marketing for
over 60 local contractors.
 Weather Tight Corporation-Web Marketing Manager-
Wisconsin’s largest privately owned remodeler. Windows,
doors, roofing, siding & gutter protection.
 Big Rock Marketing-Owner-Digital agency helping small
and medium businesses grow online. SEO, Email
Marketing, Digital Advertising, Review Management.

3. Things to watch in 2018
 Google is rolling out Local Service Ads for contractors.
Coming to a city near you in 2018. Are you prepared?
 Over 50% of visitors are on a mobile device. Google is
rolling out a mobile first index. Is your website ready?
 Consumer are reading reviews more than ever before and
they are skeptical about authenticity. Do you have a
strategy?

4. Google Local Service Ads

5. Google Local Service Ads
 What cities and what industries?
 Locksmiths, plumbers, electricians, HVAC, and garage door services.
 Arizona: Phoenix
 California: Los Angeles, Riverside, Sacramento, San Diego, San Francisco, San Jose
 Florida: Miami
 Georgia: Atlanta
 Illinois: Chicago
 Massachusetts: Boston
 Michigan: Detroit
 New York: New York
 Pennsylvania: Philadelphia
 Texas: Dallas
 Washington: Seattle
 Washington, D.C.
 Google has stated the program is growing!

6. Google Local Service Ads
 How does it work?
 Customers do a Google search for a product or service they need.
 They see a list of Google Guaranteed providers at the very top of the
search results.
 The select one or more providers to call, text, or email.
 The providers are then charged for that lead as long as it is valid.
 Examples of invalid leads
 Solicitation calls
 Spam
 Out of service area. Service area must be correct on profile.
 Service not offered. Service must not be listed on profile.

7. Google Local Service Ads
 What is required to get in the program?
 Must be in your area and industry.
 Google Guarantee-If your customer is dissatisfied with work quality, Google
will cover claims up to the job invoice amount, with a lifetime cap of $2,000.
 Must have proper licensing and insurance.
 Background check for one company representative and all field workers (no
cost).
 You define monthly budget, and this can be changed.
 What should you do?
 Get Google Guaranteed when available in your area.
 Make sure you have your licenses and insurance up to date.
 Reviews matter.
 Establish digital strategy.
 Find an agency.

8. Google Local Service Ads
 How is it priced?
 Pricing is fluid, like most of Google’s products.
 Varies by geo and industry.
 Is this right for my company?
 What is your current paid strategy? This is a nice
alternative/compliment to Google Adwords PPC ads.
 If you do Amazon Local, Home Advisor or similar programs you
should consider this.
 If you don’t do paid search, and you get “free” traffic from maps
ads, you should take a close look at this? Your free traffic will
decrease.

9. Google’s Mobile First Index
 It has started to roll out, but most sites will be impacted in
2018.
 Responsive is the best way to go if that is an option.
 The rankings for both mobile and desktop searches will
soon be determined by the mobile version of your site.
 Test your site for free:
https://search.google.com/test/mobile-friendly

10. Authentic Reviews Matter
 97% of consumers read online reviews for local businesses in 2017.
 85% of consumers trust online reviews as much as personal
recommendations.
 49% of consumers need at least a four-star rating before they choose a
business.
 Consumers read an average of 7 reviews before trusting a business
(up six from last year).
 79% of consumers claim they have read a fake review in the last year.
 84% worry about being fooled by a fake review online.
 Could businesses be penalized for fake reviews?
Source: https://www.brightlocal.com/learn/local-consumer-review-survey/

11. Review Best Practices
 Respond to all reviews good and bad.
 Positive reviews don’t come naturally. You need to solicit reviews from
your customers.
 Cannot incentivize reviews. Violation of most site’s terms of service
 A review program is the best way to achieve a consistent flow of
reviews. Ask every customer for their feedback. It helps with customer
service and reviews.
 Programs to consider
 Get Five Stars-www.getfivestars.com/
 GradeUs-www.grade.us/

12. In Summary
 Time to be prepared for Google Local Service
Ads.
 Your website needs to be mobile friendly.
 Have a review acquisition strategy.

13. Actionable Takeaways
 Free website audit www.bigrockonline.com
 Need help with anything?
John Leutermann
john@bigrockonline.com
414-305-4801

14. Questions?