State of the Industry - Marketing in 2021

1. State of the Industry -
Marketing in 2021
Rachel Betterbid, Vice President
of Digital Marketing
Coalmarch

2. What we’ll be
covering today
● The current state of the Digital Marketing landscape
● Digital marketing necessities and “nice to have’s” for
your industry
● Digital marketing tactics to keep an eye on in 2021

3. What gives me the right?

4. What gives me the right?
● Name is Rachel Betterbid

5. What gives me the right?
● Name is Rachel Betterbid
● Vice President of Digital Marketing

6. What gives me the right?
● Name is Rachel Betterbid
● Vice President of Digital Marketing
● 8+ years of experience in the industry

7. What gives me the right?
● Name is Rachel Betterbid
● Vice President of Digital Marketing
● 8+ years of experience in the industry
● Have worked with hundreds of companies

8. What gives me the right?
● Name is Rachel Betterbid
● Vice President of Digital Marketing
● 8+ years of experience in the industry
● Have worked with hundreds of companies
● Managed $10m+ in ad spend

9. What gives me the right?
● Name is Rachel Betterbid
● Vice President of Digital Marketing
● 8+ years of experience in the industry
● Have worked with hundreds of companies
● Managed $10m+ in ad spend
● Oversee CM’s digital marketing team & strategy

10. The current state of the
Digital Marketing industry

11. Quick refresher: what is
digital marketing?
● Content marketing
● Search engine optimization
● Search engine marketing (paid ads)
● Social media marketing
● Display marketing
● Email marketing
● Video marketing
● And more

12. We’re all addicted to
our phones
In 2019, mobile devices accounted for approximately
50% of Internet traffic across the globe.
People spend an average of 3 hours and 15 minutes on
their smartphones every day, 45 days a year!

13. This is great for advertisers

14. This is great for advertisers
● Smartphone usage is going up

15. This is great for advertisers
● Smartphone usage is going up
● Mobile searches are growing

16. This is great for advertisers
● Smartphone usage is going up
● Mobile searches are growing
● U.S. Home Services Market demand is increasing

17. This is great for advertisers
● Smartphone usage is going up
● Mobile searches are growing
● U.S. Home Services Market demand is increasing
● People are using their phones more than ever to
find fast solutions to what they need and engage
with businesses just like yours every single day.

18. As consumers, we
use Google A LOT
Google.com holds the number 1 rank on as the most
visited website in the world.
On average, Google processes over 63,000 search
queries every second.

19. It’s no wonder advertisers are
a slave to Google.

21. There’s clearly no competition
when it comes to the beast
that is Google.

22. It generates cost effective
leads for home service
companies.

24. But what about advertising
beyond just search?

26. We’re all addicted to
social media
An average of 3 hours are spent per day per person on social
networks and messaging specifically.
Facebook is still the most used social platform in the U.S. with
223 million active users - while Instagram has 112.5 million.

27. Facebook generated $69.7 billion
from advertising in 2019, with
30% being from Instagram.

28. But is it a necessary
marketing tool for your
business?

29. Digital Marketing necessities
for your industry

30. Let’s talk about Triangle
Pest Control.

31. Who is Triangle Pest?
Triangle Pest Control started in 2006 in Holly Springs,
NC and has grown to be one of the top pest control
companies in NC in less than 10 years.
They’ve had consistent growth in the last 14 years - and
have grown their business primarily through digital
marketing.

32. This is what their revenue has
looked like in the last 5 years:

34. This is what their digital
marketing spend has looked
like in the last 5 years:

36. TPC’s Digital Marketing
Triangle Pest Control has focused their digital marketing
efforts primarily on driving traffic and leads through SEO &
PPC -- and thus far, they’ve had great success with it.
Our main strategy has been gaining SERP repetition and
dominance through the effective use of SEO & SEM.

39. How does one gain the ultimate
SERP dominance?

40. SERP Dominance
● GLS ads: ~14% of clicks

41. SERP Dominance
● GLS ads: ~14% of clicks
● Pay-per-click ads: ~11% of clicks

42. SERP Dominance
● GLS ads: ~14% of clicks
● Pay-per-click ads: ~11% of clicks
● Local pack visibility: ~30% of clicks

43. SERP Dominance
● GLS ads: ~14% of clicks
● Pay-per-click ads: ~11% of clicks
● Local pack visibility: ~30% of clicks
● Organic results: ~45% of clicks

44. If this isn’t already your focus,
it needs to be.

45. These are absolute marketing
necessities for your industry.

46. In 2020, only 20% of our clients
came significantly under their
paid ad spend.

47. What happens when the
opportunity can’t sustain your
growth goals?

48. Let’s look at those TPC
numbers again:

52. TPC’s Digital Marketing
Triangle Pest Control has been ranking #1-2 organically for
“pest control” in the RDU area for years.
They’ve been maximizing their PPC spend month after
month, and are at a point where the SEO & PPC opportunity
isn’t enough to sustain their aggressive growth goals.

53. What do you do when
this happens?

54. ● You can expand to new markets
What do you do when
this happens?

55. ● You can expand to new markets
● You can offer more services in your existing markets
What do you do when
this happens?

56. ● You can expand to new markets
● You can offer more services in your existing markets
● You can acquire another business & their customers
What do you do when
this happens?

57. ● You can expand to new markets
● You can offer more services in your existing markets
● You can acquire another business & their customers
● You can diversify your advertising/marketing
What do you do when
this happens?

58. “Nice to have” Digital
Marketing for your industry

59. 2020 was a year of testing the
‘nice to have’ channels.

60. Yelp Ads

61. NextDoor Local Deals

62. Instagram & Facebook Ads

63. Video Ads

64. What did we find when we
tested these new channels?

65. All of these channels combined
generated less than 5% of clients
overall lead count.

66. Need-based industries: user
intent is everything.

67. Are they still valuable?

68. Are they still valuable?
YES!

69. Omnichannel marketing is as
important as ever.

70. Omnichannel marketing is a strategic,
multichannel approach that provides customers
with a seamless experience no matter where they
are or what device they are using.

71. The modern customer is no
longer confined to a single
platform. And your marketing
shouldn’t be either!

72. Keep an eye on these in Digital
Marketing
channels in 2021

73. Amazon Display Ads

74. Amazon Display Ads
As of right now, it’s mostly built for big
Brands to utilize - with crazy ad spend
minimums like $30-40k a month.

75. Instagram Story Ads

76. Instagram Story Ads
With 500m people using Stories every
single day, it’s clear that Stories are an
important channel for brands.

77. Social Media Influencer Ads

78. Social Media Influencer Ads
Influencer marketing is one of the fastest
growing online customer acquisition
methods in 2020.

79. Facebook Messenger

80. Facebook Messenger
With the introduction of auto-responders
and chatbots on the platform, businesses
can offer real-time information to potential
customers at the same time.

81. What are the key takeaways
from today?

82. Key Takeaways
1. Google still dominates the landscape

83. Key Takeaways
1. Google still dominates the landscape
2. SERP repetition is the #1 necessity for home service
companies

84. Key Takeaways
1. Google still dominates the landscape
2. SERP repetition is the #1 necessity for home service
companies
3. Continue to focus on local SEO and SEM

85. Key Takeaways
1. Google still dominates the landscape
2. SERP repetition is the #1 necessity for home service
companies
3. Continue to focus on local SEO and SEM
4. Other marketing tactics will likely not generate the volume
of leads as these

86. Key Takeaways
1. Google still dominates the landscape
2. SERP repetition is the #1 necessity for home service
companies
3. Continue to focus on local SEO and SEM
4. Other marketing tactics will likely not generate the volume
of leads as these
5. But they’re still an important part of executing a successful
omnichannel marketing strategy

87. Coalmarch can help your
business achieve this kind of
SERP dominance and
streamline your omnichannel
marketing strategy.

88. Thank you!