Case Study Presentation: Lead Generating Contractor Marketing Throughout the Digital Web


Published on Case study presentation: Maximize online lead generation for home services contractors. Northern Virginia Roofing Specialist, Roofing and More, Inc., show the success of contractor marketing throughout the digital web.

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Case Study Presentation: Lead Generating Contractor Marketing Throughout the Digital Web

  1. 1. GAF Master Elite Contractor Internet Marketing A Case Study
  2. 2. Agenda <ul><li>This is a case study of a GAF Master Elite Contractor and Surefire Social Client </li></ul><ul><li>How we transformed an underperforming website and SEM program </li></ul><ul><li>What we did and what we learned </li></ul><ul><li>How can you do this stuff easily </li></ul>
  3. 3. Great period of change right now… <ul><li>… but you can make it work for your business! </li></ul><ul><li>Especially Local Businesses </li></ul><ul><li>New media channels are free or low cost </li></ul><ul><li>The Internet is where to find customers; but it is getting overwhelming </li></ul>
  4. 4. This must be a coordinated Strategy…
  5. 5. Think about the impact on your business… Conservative Assumptions : 1.0 % traffic to sales conversion $8k-$10k value per customer $96,000 per month value! $83.00 per demo FULLY LOADED!! <ul><li>40 demos at 78% demo rate </li></ul>
  6. 6. Spread The Love “Authority Style”… Website Home Landing #1 Landing #3 Landing #2
  7. 7. What we did with Roofing and More Inc… <ul><li>Keyword/phrase selection and site structure </li></ul><ul><li>New Wordpress website/blog </li></ul><ul><li>Comprehensive social media/web 2.0 build </li></ul><ul><li>Local SEO and ongoing content distribution </li></ul><ul><li>Tracking and monitoring </li></ul><ul><li>Education and training for core mgt team </li></ul>
  8. 8. Keyword/Phrase Focus <ul><li>… find high volume keywords that we can win quickly. </li></ul><ul><li>Organized by towns in core service area: Herndon, Chantilly, </li></ul><ul><li>Focus on winning 3 key terms: Roofing Contractor, Roof Repair, </li></ul><ul><li>… Expand target keywords after we establish a beachhead! </li></ul>
  9. 9. New Website Structured Around Keyword Strategy… Custom Landing Pages <ul><li>Custom Homepage </li></ul><ul><li>Photo gallery Page </li></ul><ul><li>About Us </li></ul><ul><li>3 lead conversion tactics </li></ul><ul><li>Contact Us Page </li></ul><ul><li>Testimonials Page </li></ul><ul><li>Services Page </li></ul><ul><li>Company positioning Page </li></ul><ul><li>FAQ Page </li></ul><ul><li>Warranty/Guarantee </li></ul><ul><li>Blog </li></ul><ul><li>Landing Pages </li></ul><ul><li>Wordpress CMS </li></ul>Lead Conversion
  10. 10. Blog for community building and fresh content for search engine indexing… Use target keywords in headline Create a personality It’s still about leads!
  11. 11. <ul><li>Distribute Content Everywhere </li></ul><ul><ul><li>Web 2.0 custom site pages </li></ul></ul><ul><ul><li>Article distribution to 100 directories/bookmarks </li></ul></ul><ul><li>Leverage all Current Media Assets </li></ul><ul><li>Create a Plan and Structure For Ongoing Content Creation and Distribution </li></ul><ul><li>Know where and how to use keywords and terms as descriptions and anchor text </li></ul>Social Media and Web 2.0 Done Right…
  12. 12. Social Media and Web 2.0 Done Right… <ul><li>Custom Banner </li></ul><ul><li>Phone # </li></ul><ul><li>Geo Tags </li></ul><ul><li>Web Address </li></ul><ul><li>Critical Copy </li></ul><ul><li>Search Engine’s </li></ul><ul><li>Anchor Text </li></ul><ul><li>Geo Tags </li></ul>Consistent Posting
  13. 13. Social Media and Web 2.0 Done Right… <ul><li>Anchor Text Links to landing pages </li></ul><ul><li>Company description to generate interest </li></ul>Custom HTML Landing Page
  14. 14. Social Media and Web 2.0 Done Right… Show-Off Work Opportunity - Get customers to comment for testimonials
  15. 15. Social Media and Web 2.0 Done Right… Consistent Listing Keywords Pictures/videos Claimed
  16. 16. Social Media and Web 2.0 Done Right… Create a systematic way to get customer reviews Anchor Text Consistent Listing Format
  17. 17. <ul><li>On Page Optimization </li></ul><ul><li>Max Number of Pages Optimized </li></ul><ul><li>URL Analysis and Recommendations </li></ul><ul><li>Meta Optimization </li></ul><ul><li>Sitemap .xml Creation and Uploading </li></ul><ul><li>Robots .txt Creation and Uploading </li></ul><ul><li>Content Optimization </li></ul><ul><li>Additional Content Recommendations </li></ul><ul><li>New Page Creation </li></ul><ul><li>Google, Bing and Yahoo Webmaster Installation and Analysis </li></ul><ul><li>Google Analytics Installation and Analysis </li></ul><ul><li>Google Crawl Rate Setting </li></ul><ul><li>  </li></ul><ul><li>Off Page Optimization </li></ul><ul><li>Premium Local Listings </li></ul><ul><li>Google Local </li></ul><ul><li>Yahoo Local </li></ul><ul><li>Bing Local </li></ul><ul><li>Superpages </li></ul><ul><li>Info USA </li></ul><ul><li>Off page Optimization (Monthly) </li></ul><ul><li>SEO Articles Written </li></ul><ul><li>Directory (local/national) Submission </li></ul><ul><li>Article Submission to blogs/directories </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>One Way Links </li></ul>On-Page/Off-Page SEO…
  18. 18. How are we doing?… Google Rankings Domination for initial keywords
  19. 19. How are we doing?… Google Rankings Domination for initial keywords
  20. 20. How are we doing?… Top/only local listing
  21. 21. How are we doing?… #2 Listing
  22. 22. How are we doing?… #1 Listing in Lead Market
  23. 23. How are we doing?… Triple Listing
  24. 24. How are we doing?… #1 Listing
  25. 25. <ul><li>Website Traffic Increase </li></ul><ul><li>In Just First Two Months </li></ul>How are we doing?…
  26. 26. <ul><li>Search engine traffic up over 55% </li></ul><ul><li>Facebook traffic up over 500% </li></ul><ul><li>Article directory traffic up over 200% </li></ul><ul><li>Local directory traffic up over 100% </li></ul><ul><li>Over 5.5% website traffic conversion </li></ul><ul><li>50 to 70 qualified leads per month </li></ul>How Are We Doing?…
  27. 27. Surefire Social Makes Your Business Money Faster…
  28. 28. And The Big Bonus… You do this building a marketing asset you own ! <ul><li>You are building a platform that becomes a lead generation machine with value that translates into a legacy </li></ul><ul><li>You business is building your brand thought the entire process…leads are converted on your site </li></ul><ul><li>You built a digital footprint that can easily be updated with fresh content for little or no cost </li></ul><ul><li>Preempt competitors and lead services </li></ul>
  29. 29. <ul><li>Optimal results happen when the website, social media and SEO are all coordinated and working together </li></ul><ul><li>Members wanted help understanding and implementing the program </li></ul><ul><li>Some members want a turn-key service to run the entire program </li></ul>What we learned in the Surefire Social Beta…
  30. 30. About me…. Chris Marentis Founder GenNext Media and Marketing Blog: Video: GAF Contractors
  31. 31. Get started today!