Find out how you can easily increase the number of inquiries your business receives with a simple approach to digital marketing! Homeowners are finding new and exciting ways to contact home improvement contractors in their area - from using their mobile phones to asking their Google Home with a quick voice search as they cook dinner. The contractors that are winning today know how to build a wide digital footprint that places your business in front of more homeowners...in the exact moment they're searching online for the services you offer. We're going to reveal exactly what you need to do at each stage of their journey by taking a deep dive into: - How our mobile devices have changed how homeowners find contractors - How to prepare for the Age of Assistance and voice search - The latest changes from Google that affect your ranking in search results - How a coordinated digital marketing approach can win you more inquiries

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✓ Meet the team
✓ Discussion on how homeowners are searching for
contractors + ways to win them
✓ Q&A
...One lucky attendee will be
awarded a Google Home Mini!
Stay tuned in till the end…
Why We’re Here

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Meet Your Speaker
Bob Sheehan
SVP Brands & Customer Advocacy

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“The Times They
Are a-Changin”

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Homeowner behavior
is changing...
● Control/Convenience
24/7 access to information
● Options/Informed & Aware
Can consider more options in a
shorter amount of time
● High Expectations
Extraordinary is the new ordinary
INTRODUCTION

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Homeowners’ Sense
of Empowerment
● Time is not on your side
● Have the world’s
information in the palm of
their hands
● More skeptical of your
advice

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Online Behavior
Search across multiple devices as they research local home
improvement contractors
All these devices means your website
must meet their needs
● Mobile responsive
● Proper image sizes to ensure fast load-times
● Right balance between amount of copy and
visuals
● Clickable Calls-to-Action (phone, email, chat,
book appointment/consultation, etc.)

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Technology is Second Nature
Because of live chat and social media,
they expect immediate responses
If you don’t respond to an inquiry
within 2 minutes, the chances of
turning that new lead into a sale
decrease by 48%

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FACT
Immediacy
of action
Acting on any stimulus,
whenever we’re
motivated to
Higher
expectations
For relevance and for
frictionless experiences
Unscripted
decisions
People are more loyal to
the need in the moment vs.
a brand
Today’s homeowners have altered paths to
purchase in the local services industry

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We must reach the
right customers in the
right moments

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That starts by being
there when the
homeowner needs you

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I want leads not
clicks!
How do you accomplish this?

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Create a digital footprint for your
business that reaches all corners of the web
Searches
“Roofing contractor
near me”
Reads
A few articles on how to pick the
best roofing 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
13

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So that no matter
which stage of the
journey a homeowner
is in, they’ll find your
business

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The journey homeowners take to find
a home improvement contractor
Explore Interest Compare Purchase Experience
1 2 3 4 5

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Explore 1
They’ll search on Google for home improvement
services like roof replacement, window
replacement, new siding, etc.

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Create content that provides answers to
these common questions you know
homeowners are searching for
Digital Marketing in the Explore Stage
Start by asking yourself
“What information are my customers
trying to find?”
Content that is…
● Educational; not salesy
● Valuable
● Relevant to what they’re searching for
● Available in multiple formats to meet their search patterns

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Digital Marketing in the Explore Stage
Next step is to
share that content
● Blog
● Google My Business
● Social Media
● Email Newsletters
● Website
● Online Directories

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Win Attention with Video
Best way to spark engagement
● Customer spotlight: How do you help
improve the lives of your customers?
● Employee spotlight: What does a day in
their world look like?
● Q&A: Showcase your expertise by answering
questions you know your ideal customer is
asking
● Brand spotlight: What makes your business
special?
Digital Marketing in the Explore Stage

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Interest 2
They’ll find a few local contractors in their area

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Ensure your business is
listed correctly across all
major online directories
Digital Marketing in the Interest Stage

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Digital Marketing in the Interest Stage
So you have
more chances
to appear on
Google

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Optimize your website for mobile and local searches
Digital Marketing in the Interest Stage

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Start an email newsletter to
raise awareness and so
people can learn more
about you on their terms &
time
Digital Marketing in the Interest Stage

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Advertise on Google
to appear at the top
of search results
Digital Marketing in the Interest Stage

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Be active and engage on social media
Oftentimes it’ll be your social media profiles that
get ranked at the top of search results...what will
they find when they look at your social profiles?
Digital Marketing in the Interest Stage

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Get an expert analysis of your
digital marketing next week
Tuesday
Thursday
Please email me to
schedule a timeMissed out on the poll? Send us an email!
marketing@surefirelocal.com
Let’s schedule a call!
After the call we’ll send you a
Google Chromecast for free!

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Compare 3
They’ll rank the contractors they find against one
another to determine the credibility of each
business

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Establish a practice of managing your reputation online
Digital Marketing in the Compare Stage
Setup Google
Alerts
Social Media
Mentions
Replying to
Reviews
Process to
Acquire Reviews

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Add social proof to your website and online presence
● Testimonials
● Project photos
● Accreditations / Awards
● Partnerships / Associations
Digital Marketing in the Compare Stage

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Claim your business on popular review sites so you’ll be
notified of new reviews
Digital Marketing in the Compare Stage

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Make your website a priority
Digital Marketing in the Compare Stage
Website Must-Haves...
● Your name and logo
● Navigation Menu
● Phone Number
● Contact/Consultation Form
● Services Pages
● Gallery
● About Us
● Reviews & Testimonials
● Resources / Blog

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Purchase 4
They’ve made the decision to contact YOU!

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Make it easy for homeowners to contact you
● Add a form to the top of the home page
● Clearly display a phone number
● Update your Google My Business profile with
contact info (phone number, hours of
operation, address, appointment URLs)
Digital Marketing in the Purchase Stage

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Do you have the right communications and processes in
place to set customer expectations
“Oftentimes, the client will know more
about the process than you do.”
Mark G. Richardson
Digital Marketing in the Purchase Stage
Define what will happen at each stage of the project
so homeowners will know exactly what to expect

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Experience 5
They’re now LOVING their new home or finished
project

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Establish a process to request
reviews upon completion of
project
Digital Marketing in the Experience Stage

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Start an email newsletter to shares helpful tips on routine
home maintenance, preparing for a storm, etc.
Digital Marketing in the Experience Stage

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You need to constantly be looking ahead at future trends
Google’s Age of Assistance - Google Home and voice search
Artificial Intelligence - using it to book appointments (shashi slide)

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Know the Latest Search Trends
1st –Party Web Traffic
Search, Maps,
Directories, Voice, Chat
73% of high-intent traffic is going
to new services...NOT your website

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How do you know if your marketing is
really working?

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4 Signals That
Google Cares
About When
Ranking Your
Digital
Footprint
Recency
How often are you
publishing new content on
your website, directories, and
social media?
Proximity
Where are you in relation to
someone’s search...does
Google know you service the
area that person is searching
from?
Relevance
Is what you’re creating
valuable and useful? Does it
provide answers to the
questions people are
searching for?
Prominence
Do others link to your
website as a source for
knowledge and expertise?
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Follow a content strategy focused on
creating content that is...
High Quality
Timely &
Relevant
Educational
How-To’s
1 2 3

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You need to be
smart in what you
invest in… and
what you don’t

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Measuring Marketing has Challenges
1. All Leads Are Not Equal
2. Attribution - Where are the leads coming from
3. Too many marketing vendors
4. Weather and Economy is a factor
5. Marketing ROI measurement is confusing

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A business owner’s
frustration...
is choosing the best
solutions at
cost-effective prices
to help their
business thrive
~5,100

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YOU WANT TO USE
TECHNOLOGY THAT MAKES
YOUR LIFE EASIER

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Technology that allows you to collect
data along the customer journey
Explore Interest Compare Purchase Experience
1 2 3 4 5

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WRAP UP! 7 Things to Start Doing Today to Win More Homeowners
● Claim and manage your Google My Business profile; match company
name and address to website
● Claim and manage as many online directories as possible; match
Name, Phone, Address to website
● Link all directories to your website; these citations are important!
● Get reviews on Google as well as Facebook and other sites
● Write frequent and relevant content that gets posted to your
website, blog, and product pages
● Post to social media about events, company news, HR
announcements, that link back to your website
● Get your company involved! Ask them to share content via their own
social media profiles

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Get an expert analysis of your
digital marketing next week
Tuesday
Thursday
Please email me to
schedule a timeMissed out on the poll? Send us an email!
marketing@surefirelocal.com
Let’s schedule a call!
After the call we’ll send you a
Google Chromecast for free!

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Q&A
Hey Google, who is
the lucky winner?
Today’s winner of the
Google Home Mini is…

53. HARDWORKING MARKETING
FOR HARDWORKING PEOPLE
SurefireLocal.com marketing@surefirelocal.com @SurefireLocal
Thank you!