5 Key Digital Marketing Strategies to Maximize Your Marketing Dollars

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5 Key Digital Marketing Strategies
to Maximize Your Marketing Dollars
Bob Sheehan
SVP, Client Services
Sureﬁre Local

2
Sureﬁre Local offers businesses a
marketing technology platform that
gives YOU a complete view of how your
marketing eff...

3SureﬁreLocal.com
Is to make you successful in your business
with the best all-in-one marketing platform
that puts you in ...

4SureﬁreLocal.com
A Few Quick Reminders
You will receive a recording of this webinar. Please check
your spam folder for em...

5SureﬁreLocal.com
Who wants to win
today’s Google Home
Hub giveaway?

6
Bob Sheehan
SVP, Client Services
Sureﬁre Local

7
Evolution of Search
Emergence of
Digital Marketing
5 Key Strategies
What we’re going to cover today

8
Evolution of Search
Emergence of
Digital Marketing
5 Key Strategies

9
“Today’s consumers expect more. They want
assistance at every step. Therefore, we need to be
one step ahead of our custo...

10
97% of consumers search online for local
businesses

11
Google has indexed hundreds of billions of
web pages. All told, the index is about
100,000,000 GB large

12
When it comes to search, everything is
changing

13
Search used to be done strictly
through computers & laptops

14
Then came mobile
and smartphones

15
Today, we have voice
assistants and smart
speakers

16
Google has also been busy introducing helpful tools
to local businesses
Google My Business
● Free product
● Limited fea...

17
Today’s
Search now
looks
something
like this on
desktop
At the very top are
Google Local Service
Ads and Google Ads
Fol...

18
At the very top are
Google Local Service
Ads and Google Ads
Followed by Google
Map listings for local
businesses
With o...

19
Today’s
Search now
looks
something
like this on
voice
Traditional search was all about
providing as many answers as
pos...

20
The rules to ranking
in Search are always
changing too
Recency
Relevancy
Proximity
Prominence
Keywords
Content
● No dup...

21
R P
R P
Where are you in relation to
someone’s search...does Google
know you service the area that
person is searching ...

22
Your physical location has
become a driving force in what
Search results you are given

23
The search journey is now complex, multi-channel, and
multi-device, with near endless touchpoints
73%
of customer
engag...

24
Digital Marketing offers you a way to create a
presence across all channels used in today’s
search journey

25
Evolution of Search
Emergence of
Digital Marketing
5 Key Strategies

26
A Digital Marketing Strategy Includes
● Website
● Search Engine Optimization (SEO)
● Paid Advertising (Google, Facebook...

27
Tracking new customers is not so easy to measure nowadays

28
Tracking new customers is not so easy to measure nowadays

29
Tracking new customers is not so easy to measure nowadays

30
Social media
person
Local SEO
person
Paid marketing
person
Review
Company
Website dev
Too Many Cooks
in Your Kitchen?

31
Knowing real ROI
and what’s working
is not clear

32
Knowing where to
invest more
resources and
money can be a
struggle

33
Evolution of Search
Emergence of
Digital Marketing
5 Key Strategies

34
Strategy 1
Get more online reviews

35
Search Results Based on Ranking & Availability

36
Google My Business Reviews Increase Your Presence

37
Star Rating
# of
Reviews
Sentiment
Recency
Responses
Homeowners
Pay the Most
Attention to

38
Online Reviews Affect Revenue
That's like one negative review costing you 30 customers
+1 star
increase
+5% to 9% in
re...

39
Get good reviews on your website, Google, and Facebook
Every time a homeowner
leaves a review, it checks
off all the ma...

40
Quick-Start Reviews Strategy
● Create a plan, work the plan -- set accountability
● Empower yourself & your team -- tra...

41
Responding to a review can turn a negative experience into a positive, a
positive experience into a customer for life!
...

42
Strategy 2
Manage your website and SEO

43
Consistently work on your website
Make your local service area a prominent factor on your website;
consistently add new...

44
Local Check-ins
Create content on your website
with location signals that get
shared across all your online
directories...

45
Add structured data to your website
Adding local schema to your website makes it easy for Google to
quickly decide what...

46
Schema Tags- Different Types for Different
Results

47
Get Control of Your Online Information
● Google My Business optimization
● NAP Data Management
● Directory Listings Man...

48
Take control of your digital presence
● Google My Business optimization
● NAP Data Management
○ Information provided: H...

49
Forms on Websites

50
Strategy 3
Stay on top of your leads

51
Lead Conversion is determined 57% by
Lead Quality and 43% by Sales Process*
* Velocify Market Research

52
Companies that excel at lead nurturing generate
50% more sales-ready leads
at
33% lower cost
Forrester Research

53
Measuring Marketing has Challenges
1. All Leads Are Not Equal
2. Attribution - Where are the leads coming from?
3. Too ...

54
Leads from websites- sourcing to origin
Track communications and conversations
Tracking your links with UTM Codes
Phone...

55
Website Leads
● Are there different subject lines on
your web leads than your pay per
click landing pages?
● Do you tra...

56
For phone calls
use a different
phone number for
every medium
A call from a tracking number
that is nowhere else can’t ...

57
Work with a tool that notiﬁes you in near-real time of new leads; and
gives you the ability to follow up immediately fr...

58
Strategy 4
Advertise on Google, Facebook, etc.

59
Geo target with ads and create custom audiences that have
matching characteristics to your ideal customer
Google
Ads
Fa...

60
Google Local Service Ads
● Paid Placement
● Requires Background Check
● Availability Varies by Industry and
Region
● Fo...

61
Keys to
Digital
Advertising
Success
What do I want to do?
● Drive trafﬁc, awareness,
leads… all three
How / where do pe...

62
Google Ads Based on Consumer Life Cycle
Leads and conversion
Create
hand-raisers
● Google Local
Services
● Search Ads (...

63
Strategy 5
Publish and share content across the web

64
…that is valuable. Ask yourself “What are my clients trying to ﬁnd?”
…that provides answers to these common questions
…...

65
Geo target with content
Target by
zip codes /
cities or
radius.
Create content on your website
with location signals th...

66
Keep your business listings
updated with new photos
Smart speakers with screens display
your photos alongside your busi...

67
Let’s wrap this up

68
Anticipate customers not clicks

69
Great customers
don’t need to be hard to ﬁnd

70
There’s Value in an All-In-One Marketing Solution
There’s a real value and peace of mind when you have one place
to loo...

71
Prove Digital
Marketing ROI in
Near Real Time
You want a strategy and the technology to help you...
Grow Trafﬁc To
Your...

72
Wednesday Thursday Next week
Schedule a call to get a free analysis of your
digital presence and a brief 15-minute demo...

73SureﬁreLocal.com
“Hey Google, who is the
winner to today’s Google
Home Hub giveaway?”

74
SureﬁreLocal.com
marketing@sureﬁrelocal.com
(571) 327-3391
Thank You!
Such a pleasure to work with. The
knowledge and e...

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