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Session Leader Part 3: Marketing Analytics 101: Inform Your
Decisions With the Best Information
Knowing what's working and what isn't in your digital
marketing is one of the most biggest obstacles for contractors.
In this session, we'll walk through best practices in tracking and
analyzing your digital activities so you know the exact activities
are driving the most leads, and stop wasting money on
under-performing programs.
Bob Sheehan
SVP, Client Services

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Many Types of Digital Marketing
● Directory Listings
● Content Syndication
● Google My Business
● Websites
● Referrals from Partner Sites
● Paid Advertising
○ Google Search
○ Google Display
○ Bing
○ Yahoo
○ (other: Facebook, YouTube, Gmail)

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Types of Tracking for Digital Marketing
● Keywords that generate traffic and leads in
Google Analytics
● Keywords that generate traffic and leads in
Google Search Console
● Lead sources that bring traffic to a website
● Phone calls with unique phone numbers
● Inbound traffic with UTM Codes
● Lead sources with drop downs on contact
forms
● Asking customers how you got there
● Etc. etc. etc.

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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 traffic 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 traffic 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
traffic.
● 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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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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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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Is this enough?
Can you figure this out just by signing into
all these different tools?
Q

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A
NO!
But why not?

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Let’s think through this...
When you look at each of these tools individually, are you 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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Never fear!
Marketing technology is here
to help

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What Are Your Options Then?
Ideally, you’d want to work with an all-in-one
platform that all of these tools integrate.
Why? Because then you can view all data
from all your digital efforts in one place
Meet the Surefire Local Marketing Platform

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An All-In-One Marketing Platform to Help You With...
1. Business Listings
2. Reputation Management
3. Website Analytics
4. Competitive Intelligence
5. Lead Management
6. Content Distribution (Website, Google Posts, Social Media)
7. Social Monitoring
8. Paid Advertising
9. Integrations (CRM, GMB, Wordpress, Facebook, Google Marketing Platform, QuickBooks Online, Yext,
GreenSkye, Service Finance…)
10. Account Support (Account Manager, Help Desk, Chat)

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View overall
website stats
over time

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Find out what terms
are appearing the most
for your business and
how you compare to
competitors in search

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Quick glance at how
your website is
performing with total,
organic, and referral
traffic

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Get more details
on the specific
channels that are
driving the most
traffic

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Breakdown the total
number of times you
appeared online and
which keywords
people used

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View top queries
your business was
listed in and the
engagement that
resulted

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Measure and track your paid ads
performance to notice trends
and gain insights

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Get notified of all
new leads in near
real-time and see
all activity across
your team

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View the
accuracy of your
local listings and
how many
listings you have
at a glance

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Make updates
and post
monthly special
offers to all of
your local
listings with
just one click

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Publish and share
photos of
completed
projects

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Get a snapshot of your entire
online reputation
● # of online reviews
● Avg. star rating
● Find out what terms
appear the most in your
reviews

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Manage reviews in detail

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Send review requests
to one or multiple
clients at a time

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Track activity on
the review requests
you’ve sent out to
see who’s engaged

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Post replies to
online reviews

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Get reports and
analysis of how
your business
compares to
competitors

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Get reports and
analysis of how
your business
compares to
competitors

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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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Let’s talk Wednesday
Let’s talk Thursday
Let’s talk next week
Get an analysis of your online presence and see the all-in-one marketing
platform that can be accessed anywhere, anytime.
Want to learn more? Call/Email: 571-327-3391 |
marketing@surefirelocal.com
Act Now! Sign up this
week and get 50% off
activation and 50%
off the first month

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“Hey Google, who are today’s
lucky winners of the Google
Home Minis?”

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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!
SurefireLocal.com
marketing@surefirelocal.com
(571) 327-3391
Thank You!