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.
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Part 3: Marketing Analytics 101: Inform Your Decisions With the Best Information
1. 1SurefireLocal.com 1SurefireLocal.com
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
2. 2SurefireLocal.com
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)
3. 3SurefireLocal.com
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.
4. 4SurefireLocal.com 4SurefireLocal.com
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
5. 5SurefireLocal.com
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...
6. 6SurefireLocal.com
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
7. 7SurefireLocal.com
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...
8. 8SurefireLocal.com
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...
9. 9SurefireLocal.com
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...
10. 10SurefireLocal.com
Forms on Websites ● Quick & easy way to contact
you
● Collect customer information
● Get notified of new leads
● & much more...
11. 11SurefireLocal.com
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
13. 13SurefireLocal.com
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
16. 16SurefireLocal.com
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.
18. 18SurefireLocal.com
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
19. 19SurefireLocal.com
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)
31. 31SurefireLocal.com
Get a snapshot of your entire
online reputation
● # of online reviews
● Avg. star rating
● Find out what terms
appear the most in your
reviews
38. 38SurefireLocal.com
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.
39. 39SurefireLocal.com
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
41. 41SurefireLocal.com
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!