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AWARDS“Tittle Brothers Construction started working with Surefire Local in early 2012. Since then we have received excellent service, support, and advice on creating and maintaining a robust, relevant web solution that generates valuable customer activity. We recommend Surefire Local to any company intent on taking their online marketing strategy to the next level.”
Carrie TittleTittle Construction Brothers
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“We have used Surefire Local for 3 years now. With our input and their expertise, we have seen our online lead generation soar. Our leads from the internet are some of the most qualified leads. We have even beaten paid listings for the last 12 months in lead generation. We would highly recommend Surefire Local to anyone wanting to make the next step in online marketing. Thanks Surefire for being such a great business partner.”
Chad MuthMuth & Co. Roofing Inc.
1 lucky attendee is going to take “Home” a free Google Home!
Ok! Google who is Surefire
Local?
Must stay until end of webinar!
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You may win this today
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Our Experts in Digital Marketing
Bob SheehanSVP, Client
Services
Shashi BellamkondaChief Marketing
Officer
Randi AndersonVP, Sales &
Support
Agenda
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● Define Local Digital Marketing
● Explain the “R2P2 Principle”
● What it means to leverage multiple channels to increase online visibility
● How to create a lead driven local digital marketing plan
Defining Local Digital Marketing
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Customers now have more control over
your marketing than you do
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“Today customers know more about the business than the business owners themselves”
Mark Richardson: Author, Keynote Speaker, and Remodeling Expert
WWW
We Now Live in a Multi-Touch Customer Journey World
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Static Search
Proliferation of Web Services
Local Marketing to Location Marketing
1996-2006 2007-2015 2016-present
Keywords Content RecencyRelevancyProximity
Prominence
+ +
Local Search and Discovery Has Evolved Dramatically
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Over 5,000 Marketing Channels and Single Point Solutions
How many Marketing Solutions do you use today?
● Email Marketing● CRM● Google Advertising● Social………...5000 available
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What is the R2P2 Principle?
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R2P2 Principle:
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Recency
Blog Posts
Social Posts Directory Updates
Website
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R2P2 Principle:
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Relevancy
Keywords
Rankings
GWT
Landing Pages
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R2P2 Principle:
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Schema
Google My Business
NAP
Local Check-ins
Proximity
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R2P2 Principle:
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Prominence
ReputationLink Building
Social Sharing Site Quality
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Your online visibility is an outcome...
not a tactic
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Proximity ProminenceRecency & Relevancy
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Quick Check-in! Have questions?
SurefireLocal.com 21SurefireLocal.com
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Get a Complimentary Digital Marketing Consult
Call (888) 804-8685Email [email protected]
...and a Google Chromecast!
SurefireLocal.com
How to Create a Lead Driven Local Digital Marketing Plan
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Your 10 Step Local Digital Marketing Plan
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1. Online Home of your business (Website)
2. Wide footprint (Directories)
3. Search Engine Optimization (SEO)
4. Reputation (Reviews & Testimonials)
5. Thought leadership (Content)
6. Communications (Email Marketing)
7. Online Advertising (Google AdWords/Facebook)
8. Sales Process (Lead Nurturing)
9. Marketing Channel insights (ROI & Analytics)
10. Referrals from Existing Customers
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Is your website ready for the future?
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● Determine the stage of your business vs. your website○ Build: Don’t have a web presence○ Enhance: Website is more than 3 years old, not on WordPress,
not customizable by you○ Expand: New line of business added (gutters, roofing…)
● Locally optimized with structured data?
● Ready for a cross device experience?○ Mobile & multi-device ready
● Is the content easy to read and look at?
Text Analysis
Content show your message accurately
Tone
What is the tone of the content
Emotion
What emotion does content evoke in readers
Step 1
Maps are Local Directories too
● Your business needs more:○ Listings = larger footprint, proven credibility○ Content = higher search appearance○ Updates = more discovery
● Publish offers in real-time to listings
● Maintain accuracy = SEO juice!
● When was the last time you updated your Google My Business page?○ Listings that haven’t been updated at least once
in 6 months can get delisted
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Step 2
How to do Local Right
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Give the Search Engines the information they need
SEO is the path to making your website visible in search engines to people searching for your business
● Website structure● Load time● Social integration● Rich snippets● Local Business Markup
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Search Engine Optimization
● Creating relevant content● Keyword research● Competitive research● Inbound links● Mapping the visitor path
Step 3
Optimize your website by publishing location-specific keywords & show off your great work!
● Micro-blogging● Easily send review requests● Easily publish reviews● Beat your competition
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Keywords & Reviews
SEO, Organic Listings and Your Leads
1. Higher organic click-through rates are rewarded with higher rankings
2. Pages updated with high-quality content get an increase of 68% in traffic
3. Google rewards sites that provide a good user experience
4. Gain and keep Google’s trust
5. Google rewards knowledge & thought leadership
6. A visitor who you educate converts better
7. SEO Content - Needs attention to quality & quantity
8. Best time to pay attention to SEO was yesterday, second best time is now. Choose wisely!
Source: Search Engine Land SurefireLocal.com 30
Your Online Reputation Influences Rankings
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Google does not compare your website against a competitor’s website...Google is comparing reputations
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Reviews are especially important for local searches as they influence up to 10% of the ranking
● Yelp● Google+● Google My Business● Facebook
Step 4
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A positive reputation is one of the most powerful marketing assets a
business has to convince new customers to contact them
Reviews Get Ranked High in Search
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Showcase your skills and services
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1. How-to articles2. Demo videos3. Social posts4. Checklists for home owners/ Commercial clients5. Podcasts
Trick is to create it once and spread to your connections!Article
Step 5
Communication to Customers & Prospects
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1. Thank you emails
2. Schedule a in-home visit email
3. Reminder emails
4. Email campaigns
5. Newsletters
6. Offers
7. Awards
Step 6
Online Advertising
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1. Local Area Ad Targeting in Google AdWords
2. Facebook lookalike advertising
3. Instagram Advertising
4. Google Expanded Text Ads
5. Gmail Ads
6. YouTube Ads (We can send you a video!)
7. Low budget $300 to Best in class $30,000
Step 7
Sales Process For Digital Marketing Leads
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1. Digital leads expect faster response
2. Real-time processing of leads on your phone
3. ROI reporting to your finance
4. Online finance processing
5. CRM like MarketSharp, Acculynx…
6. Phone leads tracking
Step 8
Marketing Channel Insights
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1. Lead sources
2. Cost per lead
3. Cost per customer
4. Lead quality
5. Follow-up time
Step 9
Post Customer Communication
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1. Thank you video
2. Requesting reviews
3. Referral requests
4. Lead quality
5. Follow-up time
Step 10
Word of Mouse
“Word of Mouth” has become “Word of Mouse”
SurefireLocal.com 40Source:SmallBizTrends
Even if you build your business mainly through local referrals, you need some kind of online presence if for no other reason than to help those referral customers actually find you.
The most cost effective way to generate new customer leads is by creating and managing a comprehensive “digital footprint” across all the platforms and channels your customers spend time in.
Lowers overall cost per lead versus any single strategy (SEO, PPC, Social, Website)
Cost of technology is so low you can “own” eyeballs versus rent across platforms
Increase the value of your business for “exit” with predictable lead generation platform for your brand that you own (becomes a significant part of enterprise perceived value)
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Simple: a complete operating system for your entire digital footprint that “just works”
Perspective/ROI: ROI reporting for leads and sales with relative benchmarking against peers (and groups) for better decision making
Support: account services support tailored to your staffing/business needs
Unified: “best of breed” essential tools in one place; cheaper than you can buy anywhere
Choice: choices of Surefire or Marketplace services and support based on client needs
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What a Comprehensive Digital Footprint Looks Like
Dark Gray92 / 92 / 92
Orange255 / 100 / 20
Yellow255 / 155 / 0
Red200 / 35 / 45
Content
AdWords
SMBSocial
Directories
Reputation
Website
Analytics
Who is the winner of today’s Google Home?
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Interested in a tool that can:
● Get reviews right from your project site
● Geo-Tag your customer area to your website
● Increase SEO
● Generate social and website content
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Get a Complimentary Digital Marketing Consult
Call (888) 804-8685Email [email protected]
...and a Google Chromecast!
SurefireLocal.com
Don’t Forget!
SurefireLocal.com
Don’t miss out an exclusive webinar!
Send an email to [email protected] ORRegister at SurefireLocal.com/undercover-boss-webinar
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Interested?
