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5 Key Digital Marketing Strategies to Maximize Your Marketing Dollars

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Are you looking for new marketing strategies to help you reach your goals or just want to make sure you have all the essentials covered? This free webinar will give you a quick refresher on digital marketing best practices and help you maximize your marketing efforts with a high Return on Investment.

Some of the things we’ll cover are:

- Understanding the journey your customers take from discovering to contacting your business
- Common local marketing challenges and how to overcome them
- The importance of leveraging technology to enhance your digital marketing efforts
- 5 key digital marketing principles to keep in mind

Published in: Marketing
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5 Key Digital Marketing Strategies to Maximize Your Marketing Dollars

  1. 1. 5 Key Digital Marketing Strategies to Maximize Your Marketing Dollars Bob Sheehan SVP, Client Services Surefire Local
  2. 2. 2 Surefire Local offers businesses a marketing technology platform that gives YOU a complete view of how your marketing efforts are performing, and helps you maximize Return on Investment, leads and new business. Industry Leader #1 Local Marketing Platform
  3. 3. 3SurefireLocal.com Is to make you successful in your business with the best all-in-one marketing platform that puts you in the driver seat to control your online business presence. Our Mission
  4. 4. 4SurefireLocal.com 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
  5. 5. 5SurefireLocal.com Who wants to win today’s Google Home Hub giveaway?
  6. 6. 6 Bob Sheehan SVP, Client Services Surefire Local
  7. 7. 7 Evolution of Search Emergence of Digital Marketing 5 Key Strategies What we’re going to cover today
  8. 8. 8 Evolution of Search Emergence of Digital Marketing 5 Key Strategies
  9. 9. 9 “Today’s consumers expect more. They want assistance at every step. Therefore, we need to be one step ahead of our customers — it’s time to start predicting their needs regardless of where they are in their journey.” Jason Spero, VP of global performance solutions at Google
  10. 10. 10 97% of consumers search online for local businesses
  11. 11. 11 Google has indexed hundreds of billions of web pages. All told, the index is about 100,000,000 GB large
  12. 12. 12 When it comes to search, everything is changing
  13. 13. 13 Search used to be done strictly through computers & laptops
  14. 14. 14 Then came mobile and smartphones
  15. 15. 15 Today, we have voice assistants and smart speakers
  16. 16. 16 Google has also been busy introducing helpful tools to local businesses Google My Business ● Free product ● Limited features ● Offers a presence on maps Google Ads ● Paid platform ● Promoted listings ● Any business can join Google Local Service Ads ● Paid platform ● PPL (Pay Per Lead) ● Only verified businesses NEW! Organic Search ● Free product ● Very competitive ● Takes time to gain visibility
  17. 17. 17 Today’s Search now looks something like this on desktop At the very top are Google Local Service Ads and Google Ads Followed by Google Map listings for local businesses With organic search results found at the bottom: Directory Listings, Online Reviews, Website, SEO, Content
  18. 18. 18 At the very top are Google Local Service Ads and Google Ads Followed by Google Map listings for local businesses With organic search results found at the bottom Today’s Search now looks something like this on mobile
  19. 19. 19 Today’s Search now looks something like this on voice Traditional search was all about providing as many answers as possible Voice search is intended to provide one answer; the best answer “Hey Siri, show me a top rated home contractor near me.”
  20. 20. 20 The rules to ranking in Search are always changing too Recency Relevancy Proximity Prominence Keywords Content ● No duplicates ● No spam ● Great content gets rewarded 1996-2006 2007-2015 2016-present
  21. 21. 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 from? Proximity Do others link to your website as a source for knowledge and expertise? Prominence How often are you publishing new content on your website, directories, and social media? Recency Is what you’re creating valuable and useful? Does it provide answers to the questions people are searching for? Relevance NEW! Availability Today’s rules explained
  22. 22. 22 Your physical location has become a driving force in what Search results you are given
  23. 23. 23 The search journey is now complex, multi-channel, and multi-device, with near endless touchpoints 73% of customer engagement happens off your website
  24. 24. 24 Digital Marketing offers you a way to create a presence across all channels used in today’s search journey
  25. 25. 25 Evolution of Search Emergence of Digital Marketing 5 Key Strategies
  26. 26. 26 A Digital Marketing Strategy Includes ● Website ● Search Engine Optimization (SEO) ● Paid Advertising (Google, Facebook, Bing, etc.) ● Email Marketing ● Online Reviews ● Business Listings (Google My Business) ● Content Syndication ● Social Media ● Press / Referrals from Partner Sites
  27. 27. 27 Tracking new customers is not so easy to measure nowadays
  28. 28. 28 Tracking new customers is not so easy to measure nowadays
  29. 29. 29 Tracking new customers is not so easy to measure nowadays
  30. 30. 30 Social media person Local SEO person Paid marketing person Review Company Website dev Too Many Cooks in Your Kitchen?
  31. 31. 31 Knowing real ROI and what’s working is not clear
  32. 32. 32 Knowing where to invest more resources and money can be a struggle
  33. 33. 33 Evolution of Search Emergence of Digital Marketing 5 Key Strategies
  34. 34. 34 Strategy 1 Get more online reviews
  35. 35. 35 Search Results Based on Ranking & Availability
  36. 36. 36 Google My Business Reviews Increase Your Presence
  37. 37. 37 Star Rating # of Reviews Sentiment Recency Responses Homeowners Pay the Most Attention to
  38. 38. 38 Online Reviews Affect Revenue That's like one negative review costing you 30 customers +1 star increase +5% to 9% in revenue
  39. 39. 39 Get good reviews on your website, Google, and Facebook Every time a homeowner leaves a review, it checks off all the major local ranking factors that Google and other search engines look for in your online presence 1st Party Reviews 3rd Party Reviews
  40. 40. 40 Quick-Start Reviews Strategy ● Create a plan, work the plan -- set accountability ● Empower yourself & your team -- training and technology to help ● Set expectations from the get-go with clients -- ask questions that get them in the right mindset ● Ask for feedback!
  41. 41. 41 Responding to a review can turn a negative experience into a positive, a positive experience into a customer for life! ● Shows your client that you really do care ● Demonstrates your passion for customer service ● Increases customer retention ● Increases new customer acquisition ● Boosts your local search visibility ● Improves overall review ranking There’s value in engaging your customers
  42. 42. 42 Strategy 2 Manage your website and SEO
  43. 43. 43 Consistently work on your website Make your local service area a prominent factor on your website; consistently add new content Free resources to look into: Google Search Console & Google Analytics 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.
  44. 44. 44 Local Check-ins Create content on your website with location signals that get shared across all your online directories and social media
  45. 45. 45 Add structured data to your website Adding local schema to your website makes it easy for Google to quickly decide what’s important Free resource to look into: https://schema.org/
  46. 46. 46 Schema Tags- Different Types for Different Results
  47. 47. 47 Get Control of Your Online Information ● Google My Business optimization ● NAP Data Management ● Directory Listings Management ● Geo-signals ● Local sites- posts and links ● Social Media content
  48. 48. 48 Take control of your digital presence ● Google My Business optimization ● NAP Data Management ○ Information provided: Hours open, same location, ○ Spelling: “&” vs “and”, “LLC” vs no LLC ○ Formatting: 571.327.3391 vs (571) 327-3391 ● Directory Listings Management ● Geo-signals ● Local sites- posts and links ● Social Media content
  49. 49. 49 Forms on Websites
  50. 50. 50 Strategy 3 Stay on top of your leads
  51. 51. 51 Lead Conversion is determined 57% by Lead Quality and 43% by Sales Process* * Velocify Market Research
  52. 52. 52 Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost Forrester Research
  53. 53. 53 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
  54. 54. 54 Leads from websites- sourcing to origin Track communications and conversations Tracking your links with UTM Codes Phone calls- tracking phone numbers Aggressive Tracking
  55. 55. 55 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!)
  56. 56. 56 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
  57. 57. 57 Work with a tool that notifies you in near-real time of new leads; and gives you the ability to follow up immediately from any device
  58. 58. 58 Strategy 4 Advertise on Google, Facebook, etc.
  59. 59. 59 Geo target with ads and create custom audiences that have matching characteristics to your ideal customer Google Ads Facebook Ads Bing Ads Google Local Service Ads Yelp Ads Amazon Ads
  60. 60. 60 Google Local Service Ads ● Paid Placement ● Requires Background Check ● Availability Varies by Industry and Region ● Focuses on services that require an immediate response: ○ Roofing, HVAC, Plumbers, Locksmiths (etc.) ● Not available for longer-term home projects: ○ Interior Design / Remodelling, Fencing, Window Replacement, Handyman
  61. 61. 61 Keys to Digital Advertising Success What do I want to do? ● Drive traffic, awareness, leads… all three How / where do people search? ● Understand search behavior and plan for early search and late decision keywords. What makes my ads stand out? ● Use the right search extensions and snippets to grab attention. ● Set your advertising geography and timing based on your business. How do I measure success? ● Implement Goals and Conversions before launching campaigns.
  62. 62. 62 Google Ads Based on Consumer Life Cycle Leads and conversion Create hand-raisers ● Google Local Services ● Search Ads (lower funnel search terms) ● Smart Display ● Smart Campaigns Product and brand consideration Re-engage and educate ● Remarketing ● Display ● Search Ads ● Smart Campaigns Website traffic Engage and remind ● Remarketing ● Display ● YouTube/TrueView Brand awareness and reach Broad, targeted reach ● Display ● Discovery Campaigns ● YouTube/TrueView ● Search Ads (upper funnel search terms)
  63. 63. 63 Strategy 5 Publish and share content across the web
  64. 64. 64 …that is valuable. Ask yourself “What are my clients trying to find?” …that provides answers to these common questions …that’s available in multiple formats (read, hear, watch) ...for all stages of the customer journey: ● Signs it’s time for a replacement ● About your company ● Success Stories ● Home maintenance tips Create Content
  65. 65. 65 Geo target with content Target by zip codes / cities or radius. Create content on your website with location signals that get shared across all your online directories and social media
  66. 66. 66 Keep your business listings updated with new photos Smart speakers with screens display your photos alongside your business information If no photos are found, it’ll display a blank screen
  67. 67. 67 Let’s wrap this up
  68. 68. 68 Anticipate customers not clicks
  69. 69. 69 Great customers don’t need to be hard to find
  70. 70. 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 look at all of this; a single point of truth
  71. 71. 71 Prove Digital Marketing ROI in Near Real Time You want a strategy and the technology to help you... Grow Traffic To Your Online Presence Respond and Manage Leads Quickly 1 2 3
  72. 72. 72 Wednesday Thursday Next week Schedule a call to get a free analysis of your digital presence and a brief 15-minute demo of an all-in-one marketing solution Want to learn more? Call/Email: 571-327-3391 | marketing@surefirelocal.com
  73. 73. 73SurefireLocal.com “Hey Google, who is the winner to today’s Google Home Hub giveaway?”
  74. 74. 74 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!

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