With over 7,040 marketing tools available today, there’s no shortage of advice when it comes to changing your digital marketing efforts. The catch is knowing which tools work together so that you get a complete picture of how your marketing is performing. To help, we’ve put together this ultimate guide to marketing technology; a free 30 minute webinar in which you’ll learn: The best tools and methods that apply specifically to local marketing How you can boost your business’s local visibility on Google and other major search engines How to measure your success and stop wasting money on underperforming campaigns By the end of the webinar, you’ll walk away with the confidence that your business is visible in all the places potential customers use to find you.

1. Ultimate Guide to Digital Marketing
& How to Magnify Your Digital
Presence

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2014, 2015, 2016,
2017, 2018, 2019
Your sole command center for
attracting lifetime customers
and growing your local business.
An all-in-one
marketing platform
for local businesses.

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A Few Quick Reminders
You will receive a recording of this webinar. Please check
your spam folder for emails from Surefirelocal.com.
You can ask questions at any point by using the
questions/chat box or emailing
marketing@surefirelocal.com

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Who wants to win
today’s Google Home
Hub giveaway?

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Gabriel Brunk
Digital Marketing Strategist
Surefire Local

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Today’s chat will cover...
The latest trends & insights
to fine tune your digital
marketing strategy
Marketing tools & tactics
available to help you simplify
your marketing efforts

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When it comes to search, everything is
changing

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From browsing to asking
show me a top rated home contractor near me with a 4+ star rating or better

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Search is mobile

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Search is voice-assisted

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Search is becoming increasingly
more local & personalized

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The search journey is now complex with customers using
a variety of channels and technologies to engage your
business online
73%
of customer
engagement
happens off your
website

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

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Tools for tracking digital
marketing activities
● Google Analytics
● Google Search Console
● Paid Advertising Platforms
● Directory Listing Platform Insights
● Google My Business Insights
● Forms on Websites
● Pages on Websites; set up to receive
dedicated traffic
● Telephone Tracking
● Campaign Tracking with UTM Codes

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Google Analytics
● Measure website visits
● See where tra c is
coming from
● How long people stay
on your website
● How many pages they
look at
● Keywords
● Demographics
● Website speed
● & much more...

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Google Search Console
“Search Console tools and reports help you
measure your site's Search tra c and
performance, fix issues, and make your site
shine in Google Search results”
● Optimize your content
● Get alerted on issues & fix your website
● Understand how Google views your
website
● Optimize & enhance your website

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Paid Advertising
Google Ads, Facebook Ads, Bing Ads, Instagram Ads, YouTube Ads, Remarketing, etc.
● # of leads
● Amount spent
● Cost per lead
● Get suggestions on
underperforming
campaigns
● Display and Search
tra c.
● How are ads working?
● & much more...

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Directory Listings Platform Insights ● Increase local visibility
● Share your content across the
web: photos, videos, blogs
● Post seasonal offers
● Average review rating
● # of online reviews
● & much more...

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Google My Business Insights ● Anchoring your online
presence
● Search terms you’re
appearing for
● Online reviews
● How customers are finding
you
● Directions to your business
● & much more...

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Forms on Websites ● Quick & easy way to contact
you
● Collect customer information
● Get notified of new leads
● & much more...

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Website Leads
● Are there different subject lines on
your web leads than your pay per
click landing pages?
● Do you track UTM codes on external
referral sources?
● Is it easy for your people to
understand where a lead came
from? (if not, change it!)

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Pages on Websites; set up to receive dedicated traffic
● A single call-to-action
● Form appears at the top of
the page on mobile
● Minimal copy
● Copy specific to action that
led them there

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Telephone Tracking ● Each digital activity
should get a phone
number
● Track which programs
are driving the most
phone calls

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For phone calls
use a different
phone number for
every medium
A call from a tracking number
that is nowhere else can’t be
from anywhere else…100%
tracking certainty

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Train Your Staff
● The person answering the phones should
know your media schedule
● Know what every kind of lead looks like
● Train your staff to be well-versed in your
business
● If they can’t do this reliably, get someone
else to do it…it’s too important!

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Campaign
Tracking with
UTM codes ● Every important link gets a
code added to the URL
● Track a person’s
progression through your
website
● Find and track source of
how they came to your
website

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Aggressive Tracking
Leads from websites- sourcing to origin
Asking customers what made them call you
Tracking your links with UTM Codes
Phone calls- tracking phone numbers

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Let’s think through this...
When you look at each of these tools individually, you aren’t getting a
complete picture so how can you expect to get the right answers?
You can only get isolated answers that say some things, but not the
whole picture.

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How do you know if your
marketing is really working?
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 are a factor
5. Marketing ROI measurement is confusing

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How do you know which tools and solutions to choose from?
7,040

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Introducing a new way to look
at your marketing

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Simplify things with an all-in-one command center

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Reputation Management Directory Listings Content marketing Analytics
Local Dominance

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Lead Manager Gallery Advertising
Unstoppable Growth

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You want to use technology
that makes your life EASIER…
not harder

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Takeaways● There is no shortage of ways to track digital marketing.
● Tracking is the first, but only the first necessary thing to making solid
decisions about digital marketing.
● There are a multitude of efforts that need to be tracked AND MANAGED in
order to understand how it’s all working for you.
● Everything in one place and looking at one time period gives you insight
into the relationship between things. This is key to understanding how
things work TOGETHER.
● Evaluate platforms based on these criteria:
○ Can you look at it all together?
○ Can you manage things in the same place?
○ Can you see how the results for some things relate to other things?
● Think about this from a standpoint of data. If you do something, make sure
you have the means to look at the data to see if you can feel it? If it’s
working you can usually see it.

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Your sole command center for
attracting lifetime customers
and growing your local business.
An all-in-one
marketing platform
for local businesses.
Get a complimentary analysis of your digital
presence and a demo over a 15-minute call
Let’s meet on
Wednesday
Let’s meet on
Thursday
Let’s meet
next week

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

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SurefireLocal.com
marketing@surefirelocal.com
(571) 327-3391
Thank You!
Such a pleasure to work with. The
knowledge and experience they have
is amazing.
We have worked with Surefire Local
for over 8 years. Our experience with
their team has been nothing less than
excellent!