local branding: the secret weapon of lead volume & … · secret weapon of lead volume &...
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LOCAL BRANDING: THE SECRET WEAPON OF LEAD VOLUME & HIGH CONVERSION
Peter Troast, Founder & CEO
Energy Circle Webinar Series
September 25, 2019
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9/25/19
09/18 - 09/19: Local Search Advanced | Denver, CO
09/20 - 09/22: Raterfest | Rocky Mountain Village, CO
09/30 - 10/01: PA Home Performance Conference | State College, PA
10/03 - 10/04: Contractor Success Symposium | Burlington, VT
12/04 - 12/08: North American Passive House Conference | Washington, DC
Energy Circle On The Road
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9/25/19
Your Brand in the Real World vs the Online World
Why This Matters? What’s the ROI?
Developing a Local Brand Strategy
5
What We’ll Discuss
1
2
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YOUR BRAND IN THE REAL WORLD/IN THE ONLINE WORLD
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Brand
Your brand is the power of your reputation.
Branding helps your customers connect with you on a rational and emotional level.
It lives in your customers’ heads, giving them compelling reasons to act.
The goal of your brand is to create delight, demand and dollars.
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Your Brand is: Everything
Logo Messaging Interactions Job Experience
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9/25/19 9
Two Sides of Your Brand
In the Online World In the Real World
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9/25/19 10
Google Can Only Measure What It Can See
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WHY THIS MATTERSWHAT’S THE ROI?
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9/25/19
“The internet is a cesspool where false information thrives…brands are how you sort out the cesspool.”
Eric SchmidtCEO, Google
2008
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Context Authority+
Google Search & Rankings Simplified
+ Engage-ment
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9/25/19 14
Context Authority+
Google Search & Rankings Simplified
+
Brand Signals
Engage-ment
Content
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12/12/17 !15
Website vs Brand vs Entity Authority
ENTITYAUTHORITY
CompanyWebsite
3rd Party Reviews
Google MyBusiness
Other Social
PR Mentions
Directory Listings
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Strong Brands Get Strong Digital Results
Conversion Rates
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Local Search Algorithm
Factor
Relevance Does the business provide products, services or attributes the searcher is asking for?
Prominence Is the business well-known and well-regarded within its local market area and its industry?
ProximityIs the business close enough to the searcher to be considered a good answer for their search query?
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9/25/19 18
Local Search Algorithm
Factor How Does Google Know?
Relevance Does the business provide products, services or attributes the searcher is asking for?
Google My Business Website Reviews
Links & Mentions
Prominence Is the business well-known and well-regarded within its local market area and its industry?
Links & Mentions Industry Directories
Local Directories Engagement
ProximityIs the business close enough to the searcher to be considered a good answer for their search query?
Office Location(s) Service Area
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DEVELOPING A LOCAL BRAND STRATEGY
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Strong Website Expertise Authority
Trust
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Google My BizEngagement
Messaging Click to Call
Request Quote
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Reviews = Engagement 1. Google Quantity 2. Overall Diversity
3. Responses
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Sponsorships Links to your Website
Mentions
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Links & Mentions PR (Earned Media)
Local Lists & Directories Links are Awesome
Mentions are Great