How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
1. Marketing Your Radon Business
How to build a powerful online presence and grow your business
2. Hi!
David Sara Phil Lindsay
1. Introductions
2. What do you want to get out of this?
3. 1
Creating Your Presence Online
Your website is your platform
4. Developing Your Website
Before diving in, plan! Create goals and objectives for your online
presence.
Hire a web development company to design and develop your
website.
Create compelling content that explains what you do and why
someone should hire you.
5. Setting Goals & Objectives
What do you want visitors to do when they arrive at your
website?
Acquiring new customers
Branding & information
SCM Marketing
7. See it in action
Target Market: Home Buyers & Sellers is immediately
obvious in the menu
8. Setting Goals & Objectives
What action do you want them to take when they get
there?
9. See it in action
Purpose of the site is education and to acquire more
customers
Success is measured by time spent on website, pages
visited, how they arrived at the site and whether they
contacted David after visiting
10. Questions to ask when hiring a web
development company
How much will it cost?
What do I need to do?
Who owns the site/domain name/hosting?
Try to get this information in your name!
How long will the project take?
What to expect: 30-90 days depending on developer
What other services are provided?
11. Information to include on your
website
Your products/services ie. Radon mitigation, home
inspection, etc.
Pricing (optional)
Service areas
Blog/Article section
About you and your company
A contact form/quote request form
23. Off-Page Optimization
Off-Page optimization
Factors that aren’t controlled by you but that help you to
rank
Links to your website
Shares from social media networks
Social bookmarking like StumbleUpon or Pinterest
Anchor text in backlinks
http://moz.com/researchtools/ose/links?site=http%3A%2F%2
Fwww.newiradonspecialist.com%2F
24. Local Search: Why it’s vital for your
business
Get visible online for people searching in your service
area
Create trust for search engines by verifying across
multiple directories that you are who you say you are
26. Ranking in Search Engines
How often are you adding fresh content?
How relevant is it to your target market?
Write with your audience in mind first, then search
engines
Do research on keywords and competition – how do we
do this? Google.
Google My Business
27. How do you rank?
“radon testing in _________”
“home inspection services in ________”
What cities are you in?
28. 3
Reaching Your Customers
Social media, pay-per-click and content marketing
29. Social Media: How it Affects Your
Business
Why is social media
beneficial to your business?
Social media is Word of
Mouth Marketing on
steroids.
Facebook Standard
Practices
30. How will Social Media help your
business?
Marketing is more
challenging than ever.
Your audience is spread
across so many outlets.
What segment of your
audience are you willing to
ignore? What segment can
you afford to ignore?
For marketing, we’re
forced to communicate in
a lot of different ways.
31. Your Competitors are on Social
Media
95%
90%
85%
80%
Non Profit
B2B
B2C
% on Social Media
32. Social Media Marketing has an
impact on your business
74% of consumers rely on social networks to guide
purchase decisions
55% of consumers share purchases on social networks
68% of consumers learn more about a charity if they see
a friend posting about it (the ALS Ice Bucket Challenge
was everywhere!)
What do these stats mean? People are talking online. A
LOT of them. Don’t get left by the wayside and make
sure your business is in the conversation.
33. See Our Challenge
https://www.youtube.com/watch?v=nFoJSMzDRwg&list=UUbap
QlnCjvV_KMkWJJx6LSA
34. #ALSIceBucketChallenge Influence
$115 million raised from the
campaign versus $19.4 million in
2013 alone.
Participation in ALS walks in
markets large & small have risen
30-100 percent.
35. Consumers aren’t dumb
14% trust ads/traditional marketing
78% trust online recommendations: Yelp! Amazon reviews.
Trip Advisor, Angie’s List, etc.
90% of Yelp users choose where to eat based on those
reviews. And these reviews are coming from strangers but
they're trusted more than advertisers.
78% are influenced by online recommendations
84% trust and make a decision if it's from someone in our
network.
36. Consumers aren’t dumb
On average, we have 244
friends on Facebook. We're
no longer marketing to
individuals.
We’re marketing to
people’s entire social
networks.
42. Facebook Standard Practices
Profile picture should be logo
Leverage cover photo for specials you’re running
Look at your reviews – respond!
Respond to people asking questions/commenting on
your page
Run contests/ways to engage audience – show Radon
Specialists results
Facebook advertising
46. Summary
Social media IS beneficial to your business. Why?
Because we said so.
Treat social media like word-of-mouth marketing. You’re
marketing to your fans/followers and their digital friends
Facebook Standard Practices
48. Pay-Per-Click Search Engine
Marketing
Targeted leads based on exactly what THEY are
searching for
Reach more people
Ability to test what keywords people are actually
searching for when they intend to buy
Maximize return on investment – only pay when your ad is
clicked
51. Ad Retargeting
A form of marketing in which you target users who have
previously visited your website with banner ads on display
networks across the web.
Techniques:
Awareness – ads with just the logo and name
Interest – ads with a product/service they liked
Evaluation – ads that answer questions
Decision – ads that show promotions for what they were
viewing
Purchase – show ads similar to what they bought/were
looking to buy
53. Content Marketing
The overarching practice of using information and
entertainment to promote a brand or product.
Benefits:
Build trust
Inbound marketing vs outbound “interruption” marketing
Up-to-date USEFUL content helps website to rank better
Tips: Tell the truth, use data, cite sources, seek out best
sources, SPELL CHECK!, incorporate opposing viewpoints,
be aware of hidden agendas, edit, keep it simple, and
think visually.
54. Video Marketing
Type of Internet Marketing in which businesses make
short videos about specific topics. Videos are uploaded
to video sharing sites (like YouTube) for exposure.
Benefits
Another way to build trust
People watch more video than ever before
Helps your business’s SEO
It’s social
Tips: Shoot in HD. If you can, use a microphone. Keep it
short. Optimize your YouTube videos.
55. Great Video Marketing
http://youtu.be/Z_8ms3BXWsM?list=PLbtyEYrYcRNuNIITfRvf
KnVBe-HjdpOBK
56. Inbound vs. Outbound
Inbound marketing allows consumers to make a decision
based on the information you share with them
Outbound marketing is interruption based.
57. Article Topic Ideas: Headlines
Radon: Truth vs. Myth
Radon… the dangers, the facts and myths
Health effects of radon
The deadly test that schools are failing
All homes in [insert state] have some level of radon, what
should you do?
58. 4
Tracking & Analyzing Online
Performance
ROI, Google Analytics, and conversion tracking
59. Is your website working for you?
How can you tell if your website and other online efforts
are actually working for you?
Conversion tracking
Forms
Phone calls
“How did you hear about us?”
Product sales
Bottom line: ROI
60. Is your website working for you?
How can you tell if your website and other online efforts
are actually working for you?
Conversion tracking
Forms
Phone calls
“How did you hear about us?”
Product sales
Bottom line: ROI
61. Is your website working for you?
How can you tell if your website and other online efforts
are actually working for you?
Conversion tracking
Forms
Phone calls
“How did you hear about us?”
Product sales
Bottom line: ROI
62. Is your website working for you?
How can you tell if your website and other online efforts
are actually working for you?
Conversion tracking
Forms
Phone calls
“How did you hear about us?”
Product sales
Bottom line: ROI
63. Is your website working for you?
How can you tell if your website and other online efforts
are actually working for you?
Conversion tracking
Forms
Phone calls
“How did you hear about us?”
Product sales
Bottom line: ROI
64. Google Analytics
Is Google Analytics installed?
Visitors
Conversions on forms
Types of devices people are using
Geographical location of visitors
66. Google Analytics
Is Google Analytics installed?
Visitors
Conversions on forms
Types of devices people are using
Geographical location of visitors
67. Visitors
Sessions: One set of interactions taken
on your website
Users: Number of different users who
visit your website who have one or
more sessions.
Bounce Rate: % of people who leave
your website without visiting another
page.
68. Google Analytics
Is Google Analytics installed?
Visitors
Conversions on forms
Types of devices people are using
Geographical location of visitors
70. Google Analytics
Is Google Analytics installed?
Visitors
Conversions on forms
Types of devices people are using
Geographical location of visitors
72. Google Analytics
Is Google Analytics installed?
Visitors
Conversions on forms
Types of devices people are using
Geographical location of visitors
75. Thank you!
Assessment
Free Website Analysis available by us or by visiting:
http://scmmarkets.com/analysis
Questions, comments, suggestions.
David Daniels
info@newiradonspecialist.com
newiradonspecialist.com
Phil Golding
Sara Martin
Lindsay Diedrich
phil@scmmarkets.com
scmmarkets.com
Notas del editor
What all do you guys want to cover today? (WRITE ON BOARD) CONFIRM COVERING ## %
Whats the first thing you see?
Factors that aren’t controlled by you but that help you to rank
Links to your website – why is this one linking better?
Shares from social media networks
Social bookmarking like StumbleUpon or Pinterest
Anchor text in backlinks
Attributes to pay attention to in local search:
Consistent titles
Categories
Reviews & Ratings
Photos & Videos
Social Factors
Find actual examples
Because of this social media campaign, ALS Association raised nearly 6 times the amount of money they did last year.
In case some aren’t familiar: The ALS Ice Bucket Challenge involved dumping a bucket of ice water on one’s head to promote awareness of the disease amyotrophic lateral sclerosis (ALS) and encourage donations to the ALS Association for research.
Because of this social media campaign, ALS Association raised nearly 6 times the amount of money they did last year.
In case some aren’t familiar: The ALS Ice Bucket Challenge involved dumping a bucket of ice water on one’s head to promote awareness of the disease amyotrophic lateral sclerosis (ALS) and encourage donations to the ALS Association for research.
It’s about ENGAGEMENT and getting a conversation going.
A good way to encourage engagement is with a contest. A great way to interact with your current fan base.
BUT I encourage you to broadcast the contest to people outside of your page. This will help you to expand your fanbase!
It’s not an exact science. We boosted the contest post for one week with a budget of $50.
64 post engagements: likes, comments and shares
CTR: # of clicks divided by the number of times the ad was served. Depending on who you ask, an average (or even good) rate of click is 0.020-0.050%, so our ad performed well.
Talk about who we targeted and why.
FB standard practices: brand yourself. Get your logo out there. Be interactive.
Create graphic for how to pay for keywords
Change to our ad – make our graphic something targeted to them, show website this is on
Tell the truth. Feature real people, real situations, genuine emotions, and facts (more about that in a minute). As much as possible, your content should show, not tell. It should show your product as it exists in the world, through customer stories, case studies or client perspectives and narratives. How do you add value? Why do you matter? That is your story.
Use data. Data puts your content in context and gives you credibility. Ground your content in facts: Data, research, and numbers are the foundation for any story. Your ideas and opinions and spin might be part of that story—or they might not be, depending on what you are trying to convey. But the more credible content is rooted in something real, not just your own beliefs. Said another way: data before declaration. In other words, if you are going to tell me what you think, give me a solid reason why you think it.
Cite sources. Give credit where credit is due: If you use an infographic from another company, cite the source and link to it. If you create that infographic based on someone else’s data, say that, too, Joe wrote in a piece in Mashable. Also, if you interview someone and use what he says either directly or indirectly, attribute the ideas to that person, even if you don’t use his exact words. (Like I just did that in this paragraph.)
Seek out the best sources, and know the difference between “on the record,” “for background,” and “off the record.” Newspaper reporters go to the scene of an incident to report what really happened; in the business world, you should, too. Are you blogging about a new technology? Talk to the guy who developed it, not the PR or marketing person promoting it. My newspaper editors used to tell me this: Find the person standing as closest to the center of a story as you can.
Check your spelling. It pains me to have to say this, but my name gets botched all the time in social media, and I see others suffering a similar fate. Make sure you double-check proper name and company names and use them consistently correctly. Otherwise, your work appears sloppy, and you risk losing credibility. Said another way: My first name does not have an E at the end of it, and my last name, “Handley,” has a D in the center of it. Dig?
Root out opposing viewpoints. As Joe Chernov says, “There’s a name for something with a single point of view: It’s called a press release.” Incorporate multiple perspectives when the issue lends itself to that. At the very least, don’t ignore the fact that other points of view might exist; to do so makes me not trust you.
Be aware of hidden agendas. If you interview a source, be clear on what agenda is behind their point of view. In business, often that means you should follow the money: Who butters their bread? Are they a competitor? Investor? PR professional retained to maintain a specific point of view? They might still be credible as a source—in fact, PR folks can be awesome background sources—but you need to be aware of any agenda.
Edit. At newspapers and magazines, editors are the bottom line in what gets said and where it gets said and how long a publication will dedicate to saying it. Brands need to adopt a similar economy to the content they produce and focus on producing the very best stuff in the very best way they possibly can.
Keep things simple. Business—like life—can be complicated. Products can be involved or seem impenetrable. But your content should deconstruct the complex to make it easily understood: Lose the corporate Frankenspeak and convey what you want to say in human, accessible terms. I first learned this from my journalism professors: Assume the reader knows nothing. But don’t assume the reader is stupid.
Think visually. The visual Web is the norm—so consider how you might add visual elements to any story you tell.
Most web development companies will install Google Analytics on your website. However, if you put your website together or you had a novice web developer do it, you may need to get Analytics on there. Here’s how to tell.
As a rule of thumb – if your website is not responsive, anything over 25%, time to go mobile.
Are you targeting the right people? See where people come from who visit your website.
BACK TO WHITE BOARD – CONFIRMING WE ANSWERED ALL QUESTIONS – need to end 15-20 early