leveraging your online presence for business growth
DESCRIPTION
Presentation to the Remodelers Council of the Home Builders Association of Greater Dallas.TRANSCRIPT
Leveraging Your Online Presence for Business Growth
Beth KahlichDigital Marketing Consultant, WSI
Introductions
• Organic Search– Map Listings– Organic SEO
• Paid Search• Display Advertising• Social Media• Email Marketing
Definitions
Organic Search – Map Listings
• Google Places – Claim Your Listing
Organic Search – Map Listings
Click here
Click here
Map Listings on Mobile Phones
Organic Search - SEO
• Early in buying process – more general– “Plumber Frisco”
• Closer to making decision– “Drain Repair Frisco”
• Seen You Online/Heard About Your Business– “Fritz Plumbing Frisco”
How do you appear in each of these searches??
Ways People Search
• Search Engine Optimization• Focus On– Cities/Towns– Zip Codes
• Less Competition – More Targeted!• One Page for Each City / Zip Code– Use unique text/variations to make it even better
Organic - SEO
www.pizzaman.comwww.pizzaman.com/frisco-texas-pizza
Online Review Sites
Online Review Sites“gourmet
cupcakes dallas”
Paid Search Advertising
• Also known as – Pay-Per-Click• Can be very confusing – newspaper analogy
• Google LOVES it when you do it yourself because Google makes more money!
• Does show results if done correctly
Paid Search Advertising
Case Study Redwood /Cedar Lumber Company
Before – 1,416 Impressions and 86 Clicks – NO Results Known
After – 13,606 Impressions and 399 Visits Results – 49 Calls and 12 emails
Display Advertising
• Your potential customers are spending over 50% of their media time surfing the web!
Display Advertising
The Buying Funnel
• Cost
• Value – boost to Paid Search
• You’re willing to spend large amounts of $$ on mailers that never get seen….
Display Advertising
Social Media
• You can’t avoid it - Claim Your Listings!
• If you already spend time online – there are things you can do… if not, leave this for larger companies with bigger advertising budgets.
Social Media
Email Marketing
• Current Customers, Previous Customers, Potential Customers
• Permission-based• 12-month Plan to “nurture your list”• Are you collecting
email addresses??
Email Marketing
The Law of CompetitionCustomer researches 6 -10 companies
They call 3-4 of them for quotes
They choose 1 to hire
There is no second place
Questions?