13 reasons contractors are frustrated by online marketing...and how to solve them

Questions That Frustrate Contractors About Online Marketing Answered!

Confidential & Proprietary

Proprietary and Confidential 2

Agenda

• About Three Deep

• Industry Trends

• 13 Questions

• Summary

• Special Offer

About Three Deep


Helping businesses grow through measurable digital marketing programsThree Deep’s Mission Statement


Three Deep Marketing Digital Services

Digital Strategy

Strategic Consulting

Digital MediaManagement

Creative Execution

Email Strategy & Execution

ContactCenter

Services

Search Engine Optimization

YouTubeAdvertising

Website Design &

Build

Social Media Marketing

Reporting & Analysis

Align Client’s

Goals with Digital

Strategies


Three Deep Capabilities, Certifications & Awards• 45 person digital marketing agency in St. Paul, MN

• Manage $5+ million in paid search spending annually

• Manage 30+ million in consumer database records

• 220 million opt-in emails sent in prior 12 months

• Certified in popular CRM tool, Salesforce.com

• 6 Google Adwords and 2 Bing Certified Professionals

• 12 Google Analytics Certified Professionals

• Appointment setting contact center for online conversion

• Inc. 5000 Fast Growing Company Award in 2010, 2011,2012

• Best Company to Work Awards in 2010, 2011, 2013

http://www.google.com/enterprise/marketplace/viewListing?productListingId=5847877+5425291231308112155

https://adwords.google.com/professionals/profile/org?id=010691907341708150415&hl=en

Proprietary and Confidential

Three Deep Marketing Works with Major Brands in Home Improvement and Top Home Remodelers

7

Some of the Top Brands in Home Improvement

Over 300 independent contractors in the

US participate in onlinemarketing programs offered

by Three Deep Marketing

Industry Trends and Contractor’sOnline Presence


Consumers Now Spend More Time on Digital Media Than Television

Proprietary and Confidential 1 0

Advertising Spend Growth

• You should consider spending about 30% of your marketing budget online

• Online marketing should be your 1st or 2nd most cost effective lead source

$53.36 BDigital


Consumers Rely on Search Engines to Research Home Improvement Projects


Top Objectives for Digital Marketing Programs

For B2C companies, “driving sales/revenue” is the top objective and the “measuring and proving ROI” is leading challenge, followed by converting leads into customers.

-2014 State of Digital Marketing - Webmarketing 123


Things that frustrate contractors about online marketing

Why aren't more homeowners finding me in my geography?

#1


Why aren't more homeowners finding me in my geography?

FACT: 43 percent of the overall query volume coming from Google carried a search term with local intent, compared with 25 percent on Yahoo and Bing.

-Chikita Ad Network


Typical Online Eco-System for Contractors

Paid Media

Local

Social

SEO

BuyLeads

On-Page

Facebook

Reviews

Google Places

Have tried buying leads

unsuccessfully

70% have claimed Google listing

Most have a few reviews but are focused on only on 1 review site

Inconsistent communications

and updates

Most score less than 25% with on- page SEO

Contractor

Website

1 7

Required Online Eco-System for Contractors

Paid Media

Local

Social

SEO

BuyLeads

YouTube Ads

Display

Facebook Ads

Content Marketing

Content Strategy

On-Page

YouTube

Facebook

Othersites

Twitter

Guest Blogging

Reviews

Directories

Google Places

Lead/List Aggregators

In SearchIn DisplayIn Stream

Content NetworksRetargeting

Demographic or Interest Based Ads

Optimized, consistent biz infoSocial integration

Ensure consistent, correct biz info in all directories

Identify vital review sitesIncentivize within reason

Provide content to relevant blogs

Quick, brief announcementsSharing of images, videos, and special offersOther channel-

specific campaigns (Instagram,

HOUZZ, Pinterest)

Facebook announcements

Special offers for FB fans

Video Testimonials

& Optimization

Form & Function

Metadata/URLsUser

Experience

Content StrategyCompany Story

BloggingCustomer Stories

Outreach & Content

PlacementSocial

Amplification

Contractor

Website

PPC

GoogleBing

Mobile


Does paid search advertising on Google & Bing really make sense?

#2


Does paid search advertising on Google & Bing really makes sense?

FACT: “Studies show that web users predominantly click on the top four results for any particular search, and then move on.” -Forrester Research

Search Engine Results – Paid Search Marketing

20

Paid Search

Paid Search

Organic Search


2 1

Search Campaign Geo-Targeted by Contractor

Ads are seen based on the contractor’s service area by radius, DMA or zip codes.



Paid Media Conversion Funnel

Cost Overview:

x $4.90 Average CPC= $16,600 Ad Spend

@ 6% Total Conversion Rate= $82 Cost per Lead

MARKET AD IMPRESSIONS100%

SHARE OF AD IMPRESSIONS60%

CLICK-THROUGH 2.15%

CONVERSION6%

AD SPEND BUDGET FILTER

160,000AD IMPRESSIONS

(Our Share)

3,400CLICKS or VISITS

260,000SEARCHES

(Market)

200 CONTACTS

(Forms + Calls)

RawInquiries

PPC YouTube FacebookRetargetin

gDisplay


Measurement and ReportingContractor Reports

• Month to Month trends lines

• Landing page conversion percentage rate

• Advertising budget

• Minute+ phone calls

• Web forms • Cost per

acquisition


PPC CONVERSION FUNNEL – RAW INQUIRIES

APPOINTMENTS SET

60%

APPOINTMENTS ISSUED

75%

DEMOS

75%

SALES

CLOSED

35%

Sales Conversion FunnelSet & Close Rates

200CONTACTS

120APPOINTMENTS

SET

90APPOINTMENTS

ISSUED

68DEMOS

24SALES


Paid Media & Remarketing


You need experience internally or an agency that can manage holistic digital marketing plans for your business:

• Paid Search• Display/Content Advertising• YouTube Advertising• Remarketing• Conversion Optimized Landing Pages

These marketing programs will drive incremental online inquiries to your sales reps to handle.

Monthly ad budgets average $2,500+ or more.

Does paid search advertising on Google & Bing really makes sense?

Is my website getting enough search traffic each month?

#3


Is my website getting enough search traffic each month?

FACT: Website visits depends on several variables including size of company, industry, and the type of product or service the company is selling. As a general benchmark, a 25 person company’s website gets 685 visits per week. -Hubspot


Is my website getting enough search traffic each week?

http://blog.hubspot.com/blog/tabid/6307/bid/5092/How-Many-Visitors-Should-Your-Site-Get.aspx

685 visits x 52 = 35,620 x 2.9%

conversion= 1,033 or 20

inquiries per week x 10% sales

conversion = 2 deals / week

http://blog.hubspot.com/blog/tabid/6307/bid/5092/How-Many-Visitors-Should-Your-Site-Get.aspx


Motivated “Buyers”• Brand aware, ready to purchase, now

buyers• High Conversion Rates (often 5-10%)• * Ex: “LeafGuard gutter dealer in

Seattle”

Online Lead Generation Funnel Tracking

Broad Discovery “Suspects”• Broad Category Searches• High Volume, Unknown Quality• Low Conversion Rates (less than 1%)• * Ex: “rain gutters that block leaves”

Need Based “Prospects”• Still gathering information, no product picked• Opportunity to accelerate decision timeline• Decent conversion rates (1-2%)• * Ex: “top rated rain gutters”

PPC SEO Social

Inquiries

TOFUTop of Funnel

MOFUMiddle of Funnel

BOFUBottom of Funnel

Local

Rain gutter example


Is my website getting enough search traffic each month? • Understand the buying cycle and develop content with that

in mind:

• Top of Funnel (TOFU) – leaky roof, foggy window, leaky tub

• Middle of Funnel (MOFU – design guides, how to, brochures

• Bottom of Funnel (BOFU) - $500 off, free financing, • Break down content for each step of the cycle in terms of

problem, solution and conversion

• Use your receptionist, contact center and sales reps to define the most common questions people ask

• Use Adwords keyword tool to find most popular and vital keyword themes for each step in the buying process

• Develop content based on relevance to your business, keyword search volume and competitiveness

Why isn’t my online traffic converting more leads and what can I do about it?

#4



FACT: “Forrester Research indicates that the average conversion rate – that is the ratio of orders (inquiries) to overall site visits – is 2.9 percent.”

-Target Marketing Magazine


Get More Conversion from Long Tail Keywords

Replacement windows

Replacement windows

Double hung vinyl windows

Contractor in Cottage Grove who sells Marvin Windows


You Need Your Website and Content to Engage All 4 Major Buying Personas


• Contact Us Forms - 300

• Quote Forms - 1,700 • Web Calls – 4,000 • PPC Calls – 1,800

Online Lead Generation Funnel Tracking

• Homeowner visits 100,000 • Multiple page views – 20,000• Time on site

• Video Plays – 4,000 • Brochure Downloads - 500

PPC SEO Social

Inquiries – 8,300

TOFUTop of Funnel

MOFUMiddle of Funnel

BOFUBottom of Funnel

Local

3 7


• Make sure that you have your reporting tools -like Google Analytics- set up properly to track conversions (which are generally only web form submissions)

• Consider adding a unique phone number on your website to know how many calls are driven by your website

• Determine if you have calls to action that support taking the next step. “Free Estimate” is an overused call to action

• Develop more content and offers at the MOFU (mid-funnel) and BOFU (bottom of funnel) to increase conversion rates


Does response time with online inquires really make a difference in appointment set-rates?

#5



FACT: “Homeowners’ request a quote statistics were:• 22% called 1 contractor• 19% called 2 contractors• 36% called 3

contractors• 17% called 4-5

contractors• 6% called 6 or more.”

-Roofing Contractor Magazine



4 0

Lead360 Study

The bottom line is that contractors must respond to internet leads within minutes of receiving a web form inquiry:

• Handle your phone calls in real-time, don’t let calls go to voicemail

• It enables your company to make a first good impression with the homeowner

• You reach homeowners first and beat your competitors to important leads



• Put a process in place to call back all inquiries within five minutes and measure it

• Use the phone call to get valuable information to set appointment such as homeownership, etc

• Don’t over qualify inquiries!‐ Quoting prices or “ballparks” over the phone‐ Quoting minimum job sizes over the phone‐ Asking about “budgets or “other estimates”‐ Asking about how they plan to pay

• Goal is to set the appointment and let your sales reps do their job

41


• Answer inbound calls immediately with a best practices script

• Capture data within a CRM system before transferring

• Provide warm telephone transfer for an interested lead to appointments

• Include any special notes taken by contact center agent or receptionist

• Use phone tracking for marketing ROI and recording for adherence

•Appointment reminders are important to increase appointment adherence rates Contractor sets an

appointment with the homeowner(s)

CRM

Email/phone

Contractor is selected for the homeowner’s

project

Database to store the lead, status and

preferred contractor in that geography


CRM Portal

How can I build a foundation of online ratings and reviews that help my business rather than hurt it?

#6


How can I build a foundation of online ratings and reviews that help my business rather than hurt it?

FACT: Approximately 72% of consumers surveyed said that they trust online reviews as much as personal recommendations, while 52% said that positive online reviews make them more likely to use a local business.

-Search Engine Land


Searching for a Contractor

Why would you want to click here?


Google+ Reviews Help Establish Credibility


CustomerTakes Survey

Send Emailfor

Feedback

Collect Email

Address

Job Complete

Best Practice for Getting More Reviews


1, 2 or 3 Stars 4 or 5 Stars

Reviews are Integrated into Customer Satisfaction Process

Survey Results

Immediate direct followup

Ask happy customers to review

Make it right


Best Practices for Getting More Reviews

• Reviews are important to establish trust and credibility, but they can serve a greater purpose – they can provide critical feedback on what your business needs to be doing a better job of.

• Best approach for getting more reviews is to actually implement a survey-style customer feedback process.

• Deal with negative feedback directly and solve the issue offline. You’ll be viewed as having excellent customer service and minimize the chance of negative reviews making their way online.

• Encourage those who give you positive feedback to share their thoughts on review sites. Reduce friction by providing direct links to your business profile pages.

What are online directories and why are they important to me?

#7



FACT: “85% of respondents believe it’s important to be seen on directory sites such as Google, Yahoo, Yelp, and Yellow Pages, yet 49% of small businesses have never updated their online listings.”-Single Platform from Constant

Contact



Names like Yellowpages, Superpages, and Citysearch might not mean much to you.

However, those sources (among others) are a key component in Google’s Local Algorithm.

Having correct, consistent business information across these sources is VITAL to local search success.


Anatomy of Vital Business Information

The most important parts of your business information is:

- Name

- Address

- Phone Number

This is referred to as your “NAP”

In local search, accuracy is key

Improve accuracy signals by sticking to a single, consistent business name, address, and phone number for all listings



GetListed.org is a great starting pointto help judge your current health


Top Citation Sources for Contractors

A citation is a mention of your business name with another piece of business information, such as your Name, Address, Phone website, or a combination of the three.

Citations are important for ranking in Google's local search results, so the more of them you have from quality sources, the better your business is likely to rank.



• Ensure that your business has an optimized listing on Google first (Consistent Name, Address, Phone)

• Use getlisted.org to see how well you’re currently doing in the top local directories

• Encourage customers to leave reviews on your business profile pages

What should I do with homeowner inquiries that don't close immediately?

#8



FACT: About 7-12% of initial online inquiries turn into revenue in the initial homeowner process. Consistent follow-up, especially in the 30-45 days from initial contact can net an additional 3-5% in new business.-Three Deep Study



Prospect goes onlineseeking information

Prospect finds ads aboutproducts and services

Prospect learns aboutservices on micro-site pages

Web form or phone call to office or contact center

Prospect agrees to an appointment with a dentist

Closed loop process matcheslead source with location

for ROI measurement

CentralizedDatabase


Not all leads are qualified to set an appointment

6 1


SEO PPCOff-line

WebsiteLanding Page

Phone/formInquiries

Leads

Recency and relevancy increase engagement and likelihood of success.

• Campaign – Suspects/Prospects• Campaign – Appointment Set• Campaign – Demo / No Sale• Campaign – Review Request• Campaign – Referral request


What should you do with the 63 inquiries that didn’t close initially ?




• Update: Use email to prospects and customers up to date regarding your products or services

• Remind: Reminder emails take on all forms: appointments, special offers, other services

• Nurture: As the sales cycles lengthen, use email drip and lifecycle email programs to stay top of mind

• Retain: Use emails proactively to educate your customers on your company, your products and general tips

• Simplify: Encourage offline customers to move their lives online, for checking on appointments, sales rep assignment, etc

• Share: Use email to foster “likes” with social media sites or to ask for reviews

• Listen: Survey customers on how you can better meet their needs

Which months are better for advertising online?

#9


7,963,000 Window Searches Monthly

ReplacementWindows5,280,730

Window Type

986,530

Window Price

474,940

Window Reviews331,370

Energy Efficient70,630


4,984,189 Siding Searches Monthly

Vinyl Siding1,293,553

Siding Specificatio

ns569,384

Cost360,564

Contractors

114,059

House Siding543,032

Brands692,866

Cement Siding343,044


1,643,830 Gutter Related Searches Monthly

Gutter Maintenance

307,680

Gutter Types

289,910

Gutter Downspout

145,880

Gutter Leaves149.930

Gutter Protection

166,400

GutterInstallati

on109,770


Indoor Contractor Services versus Outdoor Services (12 month trends)

January February March April May June July August September October November December0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

5.4%5.0%

6.2%

9.1%

9.6%

11.0% 10.8%

9.2%

9.8%

10.8%

7.9%

5.1%

10.0%

11.1%

9.8%

7.6%7.3% 7.3%

8.1%

9.0%

7.3%7.6%

7.1%

7.7%

Outdoor Indoor

How important is it for homeowners to find me on their smart phones?

#10



FACT: 9 in 10 American adults own a cell phone. Beyond texting, 60% are now accessing the internet from their phone and 53% are sending and receiving emails. -Pew Research Center


Mobile Advertising Spend is Growing

• You should consider spending about 30% of your marketing budget online

• Online marketing should be your 1st or 2nd most cost effective lead source

$53.36 BDigital


Websites Need to Adjust to Support Integrated Multiscreen Campaigns



• Your website should be optimized for mobile (often called responsive design)

• Your marketing team should be advertising on mobile ad platforms like Google, FB, etc

• Your emails should be built to render on a desktop, tablet or device and email platforms

• Rating and review requests should consider mobile users

• Some industries are using text messaging to remind customers of appointments

What can I REALLY expect from Social Media (Facebook, Twitter, Pinterest)?

#11


Zero Moment of Truth - Online

(In-home Demo)(Customer)(Online Presence)

(Drafty Windows)

-Winning the Zero Moment of Truth, Jim Lecinski


Here’s Where Social Media Plays

(In-home Demo)(Customer)(Online Presence)

(Drafty Windows)

-Winning the Zero Moment of Truth, Jim Lecinski


What can I REALLY expect from Social Media (Facebook, Twitter, Pinterest?

• Social media is another way for people to find your work and your company online

• Post your pictures on HOUZZ and make it simple for homeowners to pin your projects on Pinterest

• Post some “How To” videos on and customer testimonials on your website and YouTube

• Write new content around common homeowner questions ask you during the sales process

• Don’t depend on social media as a major lead generation tool

This becomes the next homeowner searching online

"Zero Moment of Truth"

Should I be buying competitive leads to get more lead volume?

#12



FACT: Competitive inquiries take 6+ phone calls to reach the homeowner and only 16% of those agree to an initial appointment in a study of 5,500+ inquiries from 3rd party sources.

$150

$40

-Three Deep Study


BUY A LEADYou Buy a

Competitive Lead from Aggregator

APPOINTMENT ISSUED

Initial appointments have a 50%

cancellation rate

DIALING FOR $$$$All 4 contractors try

to reach homeowner; taking

6 attempts each

DEMOHomeowner demos

at a 70% rate in home

APPOINTMENT SETLeads have a 16%

success rate of setting into an initial

appointment

SALESHomeowners buy

at a 35%sales close ratio

CompetitiveLeads


Exclusive Leads

CREATE A LEADYou create your own leads through online marketing programs

APPOINTMENT ISSUED

Initial appointments have a 75% success

rate

DIALING HOMEOWNERYou try to reach

homeowner; taking 3 attempts

APPOINTMENT SETLeads have a 60%

success rate of setting into an initial

appointment

SALESHomeowners buy

at a 35%sales close ratio

DEMOHomeowner demos occurs at a 75%

success rate in home


The Tale of Two LeadsPricing, Quantity and Quality



• If you buy 3rd party leads, do it from well-known, lead generation sources

• Track lead source with a separate source code to identify all vendors

• You must respond within 5 minutes to these competitive leads

• Studies show that 78% of 1st contacts get an initial appointment

• Understand that the home owner is getting phone calls from lots of different contractors

• Measure everything by lead source and don’t confuse activity with resultsA

ppoin

tment

Cost

Lead C

ost

Issu

ed C

ost

Dem

o C

ost

Cost

Per

Sale

How can I track and measure online results better?

#13



FACT: “Google Analytics is used by about 56 percent of all websites. Google Analytics is far and away the number one analytics tool on the web, and appears to be approaching a market share similar to Google Search itself.” -Web Technology Survey



This website is not conversion optimized for mobile traffic



This website has a nearly 7% conversion rate on mobile! This demonstrates the power of a mobile optimized website.


Leverage Data such as Multi-Channel Funnels


Google Analytics Checklist

Getting Started

• Find a Google Analytics Certified agency to assist you or• Install tracking code and start viewing reports within hours• Identify what key actions you want to track, conversion rates

for ads, marketing initiatives, ecommerce or more. • Set up goals to measure your effectiveness• Explore your data and learn how to read basic reports

Maximizing Online Advertising & Ecommerce

• If using PPC, monitor your AdWords revenue, conversions, and ROI

• Optimize keywords to get the most value from your advertising spend

• Track conversions on banner ads, email marketing, and other marketing initiatives


Average Contractor Versus Best Practices Contractor

SUMMARY


Summary and Priorities

Get Your Company Found Online• Website is your central hub for online marketing• Consider a responsive design to support mobile• Link other manufacturer’s websites and blog posts

Drive Traffic to Your Website• Start adding unique and relevant content to your site• Fix your local citations for Name, Address and Phone• Consider paid media to drive more lead volume

Get Prospects to Convert Once They Arrive• Try and measure different calls to action• Put videos on your website on top questions• Post job photos and current customer reviews

What to Do With That Lead Once You Receive It• Call online leads immediately and always use a script• Follow-up on leads that don’t close initially • Ask for photos and reviews after job complete• Post content on social media

9 4

Strive For An Effective Online Eco-System

Paid Media

Local

Social

SEO

BuyLeads

YouTube Ads

Display

Facebook Ads

Content Marketing

Content Strategy

On-Page

YouTube

Facebook

Othersites

Twitter

Guest Blogging

Reviews

Directories

Google Places

Lead/List Aggregators

In SearchIn DisplayIn Stream

Content NetworksRetargeting

Demographic or Interest Based Ads

Optimized, consistent biz infoSocial integration

Ensure consistent, correct biz info in all directories

Identify vital review sitesIncentivize within reason

Provide content to relevant blogs

Quick, brief announcementsSharing of images, videos, and special offersOther channel-

specific campaigns (Instagram,

HOUZZ, Pinterest)

Facebook announcements

Special offers for FB fans

Video Testimonials

& Optimization

Form & Function

Metadata/URLsUser

Experience

Content StrategyCompany Story

BloggingCustomer Stories

Outreach & Content

PlacementSocial

Amplification

Contractor

Website

PPC

GoogleBing

Mobile



FREE Limited Time OfferOnline Search Marketing Report

REPORT Valued at $250.00

• Exclusive report on your online marketing presence

• Examines key SEO factors of your business

• Summary Analysis of your SEO Results

• On-Site/Off-Site SEO Score

• Local Directory and Google+ Listing results

• Competitor report, Contact Info match

• Detailed break down of data & next steps recommendationswww.threedeepmarketing.com/helpcontractors

Three Deep Marketing180 E. 5th Street, Suite 910 | Saint Paul, MN 55101

651-789-7701www.threedeepmarketing.com

[email protected]

Presenter: Dan DerosierVice President [email protected]

Questions That Frustrate Contractors About Online Marketing Answered! www.threedeepmarketing.com/helpcontractors

13 reasons contractors are frustrated by online marketing...and how to solve them

Marketing

ny times bestsellingbookscall

sales cycles

sales rep

variables

blog postsfriend

support rss

employees

general tips