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

1. 5 Key Digital Marketing Strategies
to Maximize Your Marketing Dollars
Bob Sheehan
SVP, Client Services
Surefire Local

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. 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. 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. 5SurefireLocal.com
Who wants to win
today’s Google Home
Hub giveaway?

6. 6
Bob Sheehan
SVP, Client Services
Surefire Local

7. 7
Evolution of Search
Emergence of
Digital Marketing
5 Key Strategies
What we’re going to cover today

8. 8
Evolution of Search
Emergence of
Digital Marketing
5 Key Strategies

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
97% of consumers search online for local
businesses

11. 11
Google has indexed hundreds of billions of
web pages. All told, the index is about
100,000,000 GB large

12. 12
When it comes to search, everything is
changing

13. 13
Search used to be done strictly
through computers & laptops

14. 14
Then came mobile
and smartphones

15. 15
Today, we have voice
assistants and smart
speakers

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
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
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
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
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
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
Your physical location has
become a driving force in what
Search results you are given

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
Digital Marketing offers you a way to create a
presence across all channels used in today’s
search journey

25. 25
Evolution of Search
Emergence of
Digital Marketing
5 Key Strategies

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
Tracking new customers is not so easy to measure nowadays

28. 28
Tracking new customers is not so easy to measure nowadays

29. 29
Tracking new customers is not so easy to measure nowadays

30. 30
Social media
person
Local SEO
person
Paid marketing
person
Review
Company
Website dev
Too Many Cooks
in Your Kitchen?

31. 31
Knowing real ROI
and what’s working
is not clear

32. 32
Knowing where to
invest more
resources and
money can be a
struggle

33. 33
Evolution of Search
Emergence of
Digital Marketing
5 Key Strategies

34. 34
Strategy 1
Get more online reviews

35. 35
Search Results Based on Ranking & Availability

36. 36
Google My Business Reviews Increase Your Presence

37. 37
Star Rating
# of
Reviews
Sentiment
Recency
Responses
Homeowners
Pay the Most
Attention to

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
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
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
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
Strategy 2
Manage your website and SEO

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
Local Check-ins
Create content on your website
with location signals that get
shared across all your online
directories and social media

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
Schema Tags- Different Types for Different
Results

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
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
Forms on Websites

50. 50
Strategy 3
Stay on top of your leads

51. 51
Lead Conversion is determined 57% by
Lead Quality and 43% by Sales Process*
* Velocify Market Research

52. 52
Companies that excel at lead nurturing generate
50% more sales-ready leads
at
33% lower cost
Forrester Research

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
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
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
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
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
Strategy 4
Advertise on Google, Facebook, etc.

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
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
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
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
Strategy 5
Publish and share content across the web

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
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
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
Let’s wrap this up

68. 68
Anticipate customers not clicks

69. 69
Great customers
don’t need to be hard to find

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
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
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. 73SurefireLocal.com
“Hey Google, who is the
winner to today’s Google
Home Hub giveaway?”

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!