Spring 2018 Roofer's Digital Marketing Boot Camp
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The document provides information about a digital marketing boot camp for roofing contractors. It includes an agenda for the day's sessions on DIY marketing, Google AdWords, Nextdoor, and Google My Business. Tips and strategies are provided for each topic, such as updating business profiles, creating and sharing content, getting local links, analyzing digital marketing performance metrics, and determining when external help is needed for digital marketing efforts. The presentation encourages roofing contractors to take an integrated approach to digital marketing using various online and social media channels to reach customers.
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Spring 2018 Roofer's Digital Marketing Boot Camp
- 1. 2018 Spring Roofer’s Digital Marketing Boot Camp
- 2. 2018 DIY Marketing Workshop for Roofing Contractors
- 3. 3 Today’s Schedule 11:00 - 11:30 AM DIY Marketing 12:00 - 12:30 PM Google AdWords 2:00 - 2:30 PM Nextdoor 3:00 - 3:30 PM Google My Business Bob Sheehan SVP, Brand & Customer Advocacy
- 4. 4 The Customer Journey Has Changed Searches “Home contractor near me” Reads A few articles on how to pick the best home contractor Emails a friend for the name of the contractor they used Visits A few review sites to check out their reputation Searches for the top rated contractor’s website Calls the business Remarketing sees an ad on Facebook Display Ads
- 5. 5 Digital Marketing & Devices Used: Now THEN NOW YOUR WEBSITE
- 6. 6 As a Result, an Integrated Strategy Becomes Necessary Does your digital marketing strategy touch all of these points?
- 7. 7 5 Easy DIY Ideas to Get More From Your Digital Marketing
- 8. 8 Update Your Google My Business Profile 1
- 9. 9 Google My Business is Your “Digital Anchor” Show up when customers search for your business on Google Search and Maps ● Post updates to showcase what’s new and share seasonal offers ● Add services offered ● Respond to direct messages to build loyalty ● Create a unique appointment URL ● Add photos to highlight what makes your business special
- 10. 10 1. Add Picture 2. Add Message 3. Add Link 4. Choose Button Type Create Google Posts ● Get FREE views ● Important content, promotions, events
- 11. 11 Set Up Your Services List Allows you to add a whole menu of services you provide right within Google My Business Categorize your services, add descriptions, and including price is optional Currently displays only on mobile searches for your business
- 12. 12 SurefireLocal.com 12 ● Mobile only ● Google measures & reports how quickly you respond! Messaging ● Google says Hi ● Business says Hi ○ Customize your opening message ● Begin text conversation
- 14. 14 14 Add Photos
- 15. 15 Get Reviews 2
- 16. 16 Can you afford to lose 9% of your business? Businesses with two negatives on the first page of search results risk losing 44% of its customers
- 17. 17 Map Presence: Note the Importance of Reviews
- 18. 18 A Simple Approach to Get More Reviews ● Step 1: Establish a proactive strategy ● Step 2: Set responsibility ● Step 3: Educate and train ● Step 4: Send requests to customers ● Step 5: Engage and follow up ● Step 6: Set up alerts for new reviews ● Step 7: Share positive reviews on your website, social media, marketing materials, etc.
- 20. 20 Create and Share Content That’s Valuable Create content that answers questions your customers are searching for on Google each and every day The more content you create, the more often your site gets indexed by search engines ---- leading to a rise in rankings ● Create service/product specific pages on your website ● Add a photo gallery to your website ● Publish monthly blog articles ● Update your website with monthly offers
- 23. 23 Get Involved Locally ● Shows ● Fairs ● Events ● Little League teams ● Chamber of Commerce ● Local newspaper
- 24. 24 Local Links Boost 2 Key Ranking Factors LOCAL SEARCH RANKING FACTORS Recency Relevancy *Proximity *Prominence
- 25. 25 Dig Into the Numbers 5
- 26. 26 “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.” John Wanamaker
- 28. 28 Find Keywords
- 30. 30 5 Digital Marketing Activities You Likely Can’t DIY… that are critical to your online presence
- 31. 31 Manage Structured Data on Your Website1 DIY
- 32. 32 Managing Structured Data on Your Website
- 33. 33 Managing Structured Data on Your Website
- 34. 34 Managing Structured Data on Your Website
- 35. 35 Google Search Console: Location Signals
- 36. 36 Managing Structured Data on Your Website
- 37. 37 Ensure NAP Consistency Across Your Entire Digital Footprint 2 DIY
- 38. 38 NAP Your business name, address, and phone number MUST be on your website & online directories ● Each occurrence of your NAP must be correct and the same ● Major Google ranking factor ● Incorrect & inaccurate NAP confuses Google, lowers your rank
- 39. 39 Does Your Online Presence Look Like Your Offline Presence?
- 40. 40 Location Matters ● Actual Address Only ● Only one GMB listing per location ● Must look like the real world ● Get the category right ● Set the Radius Do NOT: ● Set these up for places where you’d LIKE to do business ● Set up duplicates ● Set these up for PO boxes or non-physical location
- 41. 41 Location Matters Services Area Pages ● Unique content ● Natural, helpful content ● Start small and make sure these pages get into the index...then add DON’T: ● Dupe content ● Use unnatural language- write for the visitor, not the search engine.
- 42. 42 Properly Organize Your Website’s Content3 DIY
- 43. 43 Think of Your Website Navigation Like a Restaurant Menu Make it easy for people to find what they seek...clearly display: ● Your name and logo ● Navigation Menu ● Phone Number ● Contact/Consultation Form ● Services Pages ● Gallery ● About Us ● Reviews & Testimonials ● Resources / Blog
- 44. 44 Maintain a Fast & Optimized Website4 DIY
- 46. 46 Accelerated Mobile Pages (AMP)
- 47. 47 Analyze Performance in a Consistent Way5 DIY
- 48. 48 Tools You’re Likely Using Already ● Google Analytics ● Google My Business ● Google Search Console ● Google Webmaster Tools ● Social Media Insights
- 49. 49 Where Do You Start? So many options, how do you find the best tools to help your business grow?
- 50. 50 How do you know when it’s time to seek help?
- 51. 51 When is it Time to Seek Help? Well, would you recommend to your clients that they…. ● Replace their own roof ● Replace their own siding ● Install new windows ● Remodel their bathroom ● Remodel their kitchen
- 52. 52 The same is true when it comes to digital marketing You very well could do all of this yourself...but is that the best use of your limited time? Training MaintenanceExecution Cost v. ROI
- 53. 53 What If You Could Use One Tool to Manage All Your Digital Marketing? ● Website Traffic ● Local Search Ranking ● Lead Attribution ● Average Star Rating ● AdWords metrics ● Social Media metrics
- 54. 54 And Work with a Marketing Partner Who Understands Your Business...
- 55. The Roofing Contractor's Complete Guide to Dominating Results with Google AdWords
- 56. 56 Today’s Schedule 11:00 - 11:30 AM DIY Marketing 12:00 - 12:30 PM Google AdWords 2:00 - 2:30 PM Nextdoor 3:00 - 3:30 PM Google My Business Kerry Phipps Google AdWords Expert Sr. PPC Manager
- 58. 58 We Know What Success Looks Like Google Premier Partnership • Full transparency • High quality standards • Ongoing training & support • Access to latest and greatest betas • Access to Google staff • Strategic & tactical guidance
- 59. 59 Where To Begin How To Begin When To Grow
- 61. 61 - Appear on YouTube not Google Search - Target by interest or remarketing - Branding & Lead Generation Assist - Appear on Google.com (Computer, Tablet & Mobile) - People are searching FOR your product / service - Lead Generation - Appear on Google Display Network not Google Search - Target by interest or remarketing - Branding & Lead Generation Assist
- 62. 62 Success Is An Illusion If You Can’t Measure It
- 63. 63 Where To Begin How To Begin When To Grow
- 65. 65 1. Translate what you do into how people search 2. Create tightly relevant adgroups with keywords & ads that match 3. Be mindful of keyword match type 4. Stop waste at the start with targeting exclusions & negative keyword lists 5. Ensure your conversion tracking is set up and recording 6. Enable all relevant Ad Extensions 7. Check your Search Term Report 8. Monitor & Optimize Search Impression Share 8 Mandatory Steps for a Lead Generation Campaign
- 66. 66 Translate what you do into how people search
- 67. 67 Create tightly relevant adgroups with keywords & ads that match
- 68. 68 Be mindful of keyword match type Over 100 billionsearches per month … and 15%of daily queries we’ve never seen before!
- 69. 69 ● asphalt shingles ● shingle complaints ● shingle symptoms ● can installation be done in a day for a roof ● how much is installation for a roof Be mindful of keyword match type Ads may show on searches for ● roofers local ● local roofers ● a local roofer 1 Exact Match [local roofer] ● local roof installation pro ● best roof installation company ● roof installation costs 2 Phrase Match “roof installation” 3 Broad Match shingles Ads won't show on searches for ● find local roofer ● local roofer near me ● It’s gonna show
- 70. 70 Stop waste at the start with targeting exclusions & negative keyword lists
- 71. 71 Ensure your conversion tracking is set up and recording
- 72. 72 Enable all relevant Ad Extensions
- 73. 73 1 2 3 4 Check your Search Term Report
- 74. 74 1 2 5 3 4 Monitor & Optimize Search Impression Share
- 75. 75 Where To Begin How To Begin When To Grow
- 76. 76 Keep your business & brand in front of people who have been to your website Remarketing
- 77. 77 Remarketing Local Service Ads Find customers when they need you the most
- 78. 78 Top of Search Top of Mind
- 80. The Roofing Contractor’s Guide to Becoming a Nextdoor Favorite
- 81. 81 Today’s Schedule 11:00 - 11:30 AM DIY Marketing 12:00 - 12:30 PM Google AdWords 2:00 - 2:30 PM Nextdoor 3:00 - 3:30 PM Google My Business Shashi Bellamkonda Chief Marketing Officer
- 82. 82
- 83. 83
- 84. 84
- 85. 85
- 86. 86
- 87. 87
- 88. 88
- 89. 89
- 90. Nextdoor is the private social network for the neighborhood
- 92. 92 100% Verified addresses 60% Female 100k HH income 72% Homeowners 80% Mobile Nextdoor Users are Ideal Customers for Contractors
- 93. 93 *Analysis of all Nextdoor content in Jan 2017 Classifieds 32% Recommendations 24% Free Items 8% Crime & Safety 10% News & Info 10% Lost & Found 9% Events 7% Good News! They’re Already Referring You to Friends/Family
- 94. 94 Data from a Nextdoor member survey conducted March 2016 24% 67% 80% Recommendations Are Everywhere
- 97. 97 Build local reputation Be part of the neighborhood conversation Tap into the neighborhood Reach verified residents on the only social network for the neighborhood Access to a desirable audience Grow new business using trusted neighbor referrals Local Pages Allow Businesses to Tap into the Neighborhood
- 98. 98 Real estate agent Pet sitter Tutor Lawn service Photo- grapher Insurance agent House cleaning House painter Plumber Most Local Pages launched by profession Handyman 310K Claimed Local Pages Opportunities for Home Improvement Businesses
- 99. 99 LISTS OF TOP BUSINESSES HEART IN NAVIGATION LINK TO WINNERS LIST They’ve made several improvements to increase the prominence of Recommendations Nextdoor is Constantly Improving the Experience
- 100. 100 Local Page ● Inform members of the services you offer and ensure your page accurately reflects your message ● Grow your local reputation with each and every member recommendation you receive ● Read, respond and thank your neighbors for recommending your business Hello Neighbors - I really love this neighborhood and am very happy to be living here. Please say hello if you see me around. If you have any questions about the real estate market or just want to know what your house is worth, please be sure to contact me. Hope to see you around the neighborhood. Hello Neighbors - I really love this neighborhood and am very happy to be living here. Please say hello if you see me around. If you have any questions about the real estate market or just want to know what your house is worth, please be sure to contact me. Hope to see you around the neighborhood. Create a Presence for Your Business
- 101. 101 Add your full name, phone number and address. Input your service in the “service category” field2 Visit nextdoor.com/create-business, choose to claim as an “Individual” and click on “Continue”1 Add a clear headshot and a warm greeting message and click “Continue”3 Hello Neighbors - Thank you for visiting my page. I really love this neighborhood and am very happy to be living here. Please say hello if you see me around. If you have any questions about the real estate market or just want to know what your house is worth, please be sure to contact How to Get Started
- 102. 102 Photo Choose a high res, 512x512 pixel headshot for your avatar Greeting message Add a greeting message that is both personable and approachable while including your professional qualifications. Don’t try to sell people anything. Just be honest and explain what makes you unique as a service provider. Address Include your company’s address Contact information Provide your phone number and website. Be sure to fill out each field as every customer has their own preferred method of communication Recommendations Ask past and present clients to give you recommendations to build up your reputation. All recommendations are locally scoped and highlighted here Office hours Enter in your hours of availability Name Add your full name but no need to include your job title or anything else Hello Neighbors - I really love this neighborhood and am very happy to be living here. Please say hello if you see me around. If you have any questions about the real estate market or just want to know what your house is worth, please be sure to contact me. Hope to see you around the neighborhood. Hello Neighbors - I really love this neighborhood and am very happy to be living here. Please say hello if you see me around. If you have any questions about the real estate market or just want to know what your house is worth, please be sure to contact me. Hope to see you around the neighborhood. How to Create an Effective Local Page
- 103. 103 Recommendations Only Businesses that have received at least one recommendation will appear in the Recommendations section Members can only see recommendations from their residential neighbors and nearby neighbors Businesses are listed in order of the number of recommendations they have received Recommendations section Search Local Page 50 recommended The more recommendations you have, the more people you reach
- 104. 104 Click on one of the 4 buttons to share your business’s Local Page Click on the “Email” button and select your email provider for a pre-populated email Click on the “Share” button and select where to post on FB in the drop-down menu Click on the “Twitter” button for a pre-populated Tweet to share to your Followers Click on the “Copy Link” button and share through to a channel of your choosing (e.g. text) Ask Your Network to Recommend You
- 105. 105 Business-related inquiries Neighbors may have questions about the local market, your services, or seek recommendations for other related services. Respond to all questions within 12 hours to ensure a great customer experience. Promptly Respond to Any Inquiries
- 106. The Roofing Contractor's Ultimate Guide to Google My Business
- 107. 107 Today’s Schedule 11:00 - 11:30 AM DIY Marketing 12:00 - 12:30 PM Google AdWords 2:00 - 2:30 PM Nextdoor 3:00 - 3:30 PM Google My Business Jeff White VP, Client Services
- 108. 108 SurefireLocal.com ● 3 4 new tools ● 1 secret ● “But wait...there’s more!” Google My Business
- 109. 109 SurefireLocal.com ● You have a GMB listing ● Do you control it? ● Why it’s important Google My Business
- 110. 110 SurefireLocal.com ● Your business info on Google ○ This is your “digital anchor” ● You are important to Google. Most searches: ○ are on Google ○ are mobile ○ have local intent ● Claim it OR Create it ○ google.com/business Google My Business
- 112. 112 SurefireLocal.com Brand Name Search You & your website earned these links
- 113. 113 SurefireLocal.com Brand Name Search You pay for this space (if clicked)
- 114. 114 SurefireLocal.com Brand Name Search Google is GIVING you this space...IF you follow the rules
- 115. 115 Keyword Search You have to EARN this space and placement. How do you earn this space? ● Quality ● Proximity ● Relevance
- 116. 116 Keyword Search You have to EARN this space and placement. How do you earn this space? ● Quality ● Proximity ● Relevance
- 117. 117 SurefireLocal.com 1. Take advantage of Google tools & best practices 2. Be aware of how Google works 3. Be aware of how Google is evolving What Should You Do?
- 118. 118 SurefireLocal.com 1. Posts 2. Messaging 3. Appointment Link 4. Video 4 New Tools You Can Start Using Today
- 120. 120 SurefireLocal.com 1. Add Picture 2. Add Message 3. Add Link 4. Choose Button Type Google Post
- 122. 122 SurefireLocal.com Google Post ● Get FREE views ● Important content, promotions, events
- 123. 123 SurefireLocal.com 4 New Tools You Can Start Using Today 1. Posts 2. Messaging 3. Appointment Link 4. Video
- 125. 125 SurefireLocal.com ● Mobile only ● Google measures & reports how quickly you respond! Messaging
- 126. 126 SurefireLocal.com ● Google says Hi ● Business says Hi ○ Customize your opening message ● Begin text conversation Messaging
- 128. 128 1. Posts 2. Messaging 3. Appointment Link 4. Video SurefireLocal.com 4 New Tools You Can Start Using Today
- 131. 131 1. Posts 2. Messaging 3. Appointment Link 4. Video SurefireLocal.com 4 New Tools You Can Start Using Today
- 132. 132 SurefireLocal.com Add Video to Your GMB Listing
- 133. 133 SurefireLocal.com Google My Business ● 3 4 new tools ● 1 secret ● “But wait...there’s more!”
- 134. 134 SurefireLocal.com Your homepage is no longer your “homepage”! 1 Secret
- 135. 135 SurefireLocal.com What does Google Want? ● Good experience for its customers / searchers ● Mobile ● Speed ● Quality 1 Secret
- 136. 136 SurefireLocal.com Google My Business Question Out of the 200-ish Google ranking factors, what are the top 2-3?
- 137. 137 SurefireLocal.com 137 Question Out of the 200-ish Google ranking factors, what are the top 2-3? Answer: Content, Links, Rank Brain (Artificial Intelligence) ....User Engagement Google My Business
- 138. 138 SurefireLocal.com 138 It’s not about JUST your website anymore Digital Footprint = ● Website ● Social sites & activity ● Directory listings ● Reviews ○ Quantity ○ Quality ○ Consistency Your Business Has a Digital Footprint
- 139. 139 SurefireLocal.com 139 Manage Your Entire Digital Footprint in One Place
- 140. 140 SurefireLocal.com 140 Manage Your Entire Digital Footprint in One Place
- 141. 141 SurefireLocal.com 141 Manage Your Entire Digital Footprint in One Place
- 142. 142 SurefireLocal.com 142 Google My Business ● 3 4 new tools ● 1 secret ● “But wait...there’s more!”
- 143. 143 SurefireLocal.com 143 Google My Business UGC ● User ● Generated ● Content
- 144. 144 144 ● Types of UGC: ○ Pictures ○ Video ○ Answer questions about a business ■ Points & Levels ● Questions & Answers But Wait...There’s More!
- 145. 145 SurefireLocal.com 145 But Wait...There’s More!
- 146. 146 SurefireLocal.com 146 ● Book appointments right from GMB But Wait...There’s More!
- 147. 147 SurefireLocal.com 147 But Wait...There’s More!
- 148. 148 SurefireLocal.com 148 But Wait...There’s More!
- 149. 149 CTA Schedule a private call… ...and get expert analysis of your digital marketing + recommendations to increase the effectiveness and ROI of your marketing Tuesday Thursday Please email me to schedule a time
- 150. HARDWORKING MARKETING FOR HARDWORKING PEOPLE SurefireLocal.com marketing@surefirelocal.com @SurefireLocal Thank you for attending Surefire Local’s first-ever Digital Marketing Boot Camp for Roofers!