wimsatt 2.27
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Digital Marketing for Your Construction Business
eBoot Camp Presents:
You have every right to be frustrated...
What other challenges are you facing with social
media?
If you’re not generating results with
social media, it’s just a
hobby.
“You must stay FOCUSED on the areas that can generate
results.”
Where Should I FOCUS My Time? 1.Fishing in the Right
Ponds
2.Get Your House in Order
3.Building Credibility
4.Building Rapport
5.Finding New Leads
Fish Where the Fish Are
Agenda
•Website Do’s and Don’ts
•Google+ Local Business
•Create Digital Content
Make Sure Your House is in Order
Step One:
4 Website Pitfalls
•Color Pollution
• All images, no content
•Critical info not above the fold
•No Opt-in box
What if visitors are not ready to buy
today?
Your Own•Failure = When a person visits your
Website and leaves without giving you their information
Getting their contact info
•Give something of value in exchange of their info
•let them know what you’ll do with their email and that it is safe and secure
•less about frequency, more about value
Take Action!
• Take a look at your site
• How are you collecting info?
• Does it need better real estate?
• Do you need a better offer?
• This is the lifeline to your business.
email is not dead!
• Big myth - good for us!
• Stay on their radar
• Remind them now is the time to buy
• Pack your emails full of value
• Value over frequency
Does SEO still matter?
• Keywords
• Title tag
• Link Building
Keywords
•Words prospects use when searching on Google
•Use those same words in everything you publish online
• Size matters.
• Be Bold.
•Use often, but don’t overdo it.
What are Your Keywords?
Do you like what you
see? If not, change your homepage content
Better Content
•What are the words people use to search for a business like yours?
•Use those words on your Website
• Title Tag
Are these the right KEYwords?
How about these?
Title Tag
•Most important phrase you’ll create on the web
•Helps determine where you rank on Google
• It’s how people decide what to click on when searching
Don’t get ...
BE CAREFUL!
Title Tag
• 55 Characters w/ Spaces
• Business Name
•What you do.
• ABC Construction | Home Remodel and Renovation | Chicago, IL
Take Action!
• Go look at your title tag
• Does it need work?
• Create a 5-7 words title tag
• Who you are and what you do
• Keywords if possible
Google• Still the #1 asset on the
web to locate businesses
• People want to know you’re a reputable company. They don’t go to the BBB or the local chamber - they go to Google.
Google+ Local Business
• Important piece of search engine real estate
•Often viewed more times than your Website
• People trust these pages more than Websites
• People make decisions based on reviews
Google Local Biz = High-end Real Estate
Reviews: Some are just rotten
What can you do about it?Ask for Reviews
Positive Reviews
• Put on delivery slip or invoice
• Ask at final inspection
• eMail Blast to customers
• Social Media
Take Action!
• Go look at your Google+ page
• Is it claimed?
• Claim now or schedule
• Update your info
• Ask for reviews (at least 10)
Be Proud of Your Profiles
Let’s talk Facebook
• Any success stories?
•Why be there?
•How can a roofing or construction company be social?
Nothing kills credibility faster
than an untouched profile.
Numbers Matter
How to Build Your Numbers
• eMail Blasts
• Promote page via Facebook advertising
•Website!
• eMail Signature
•Run contests
Every customer should become a fan.
Facebook estimates that only 16% of your fans will see every post
from your fan page
Facebook ads
• Facebook ad
• Sponsored Story
• Promoted Post
Facebook ads
• Target by
• Location
• Age
• Education level
• Male/Female
• Relationship status
• Interests/likes
Which ad did better?
Ad #1
Ad #2
Promoted Posts
•"Your promoted posts will be seen by a larger percentage of the people who like your page than would normally see it. It will also be seen by a larger percentage of the friends of people who interact with your post."
Take Action!
• Are you going to have a Facebook presence?
• Who’s going to manage it?
• How will you get fans?
• What’s the goal?
• How will you measure?
Strategy #4: Stay ‘Top of Mind’
with Customers and Prospects
Content
• Start with an article...
• Blog
• e-Mail Marketing
• YouTube Video
• Social Media sites
Take Action!
• What topics could you write about?
• Who’s going to write them?
• Do you have a blog or email marketing program? (Wordpress / Constant Contact)
Posting to Social Media
•Use pieces of your blog, enewsletter content
•Use Pictures
•Make it about THEM
• Post frequently
•When in doubt, go local
Exercise: One takeaway from
today • Yellow - One thing I learned...
•Green - I’m going to focus on...
• Blue - I’m going to offer value by...
•Red - Once I do _____, I’m taking a well deserved day off.
We Teach You to Fish
Or fish for you
Reinforcement
• Social Media Workshop DVD ($39.99)
• Social Media Workshop Audio CDs ($39.99)
•Cash or Credit
•Get a signed copy!