web marketing basics for pavement contractors

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Web Marketing Basics

“The Web and digital interactivity now represent the center of the marketing universe. Most marketing decisions must start and end there. Today’s small business must view its marketing strategies and tactics with an eye on growing the online center and radiating beyond with spokes that facilitate most of the offline transactional functions that drive sales and service.”

- Jon Jantsch - Duct Tape Marketing

What is Web Marketing?Web marketing, also known as digital marketing, internet marketing, online marketing, or e-marketing, is the marketing of products or services over the Internet.

Methods of Web Marketing

• Company Web Site • Search Engine Marketing• Email Marketing• Social Media / Consumer Reviews• Banner Ads• Text / Mobile Marketing

Why Market on the Web?

• The Obvious: Increase Customer Leads / Sell

more products and services

• The Real Reason: 93% of Business-to-Business

purchases begin online (BtoB Magazine)

• 83% of potential clients visit your web site before

deciding to do business with you (MarketingSherpa)

Where Does Web Marketing Start?

The Marketing Hub

What Should / Can the Company Web Site Do?

• Inform - Company, Services, History, Location• Educate - Asphalt Pavement, Process, What to look for, FAQ, Knowledge Base• Showcase - Recent Work, Portfolio

• Build Trust - Testimonials, Knowledge Base, Well Designed / Branded Web Site• Capture the Lead - Contact Us Form, Free Quote, Phone, Email, Free Report (Prominent on Site)

What Should / Can the Company Web Site Do?

Getting Prospects to Your Virtual Door

• Off-Line: Business Cards, Signage, Brochures, Flyers, Yellow Pages• On-Line: Email, Social Media, Search Engines, Consumer Reviews• “Drive Traffic” to “Capture the Lead”

Traffic Source #1: Search Engines

• What are Search Engines? Search Engines are complex computer programs designed to search and index information on the web. • The Web / Internet is a network of computer servers that host all of the world’s web sites

“Spiders and Robots”

Search Engine Results

Search Engine Optimization

• SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines.

Search Engine Optimization Strategies

• What is Google Looking For?• Standards Programming / Coding• Complete Meta Tags (code)• Key Word Specific Pages• On-Site Linking• Back Links / In bound links

Local Search Optimization

• City / town names included in optimization efforts• Google Places - A Must!

Paid Search Engine Ads/ Pay-Per Click

• Located above and beside “natural” results• Bid on keywords/phrases to place your ad higher in listings• Pay only when your ad is clicked• Used in combination with SEO for lesser searched Lesser used keyword phrases

Email Marketing - Customer/ New Prospect Marketing

• Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial messages to an audience.

Uses for Email Marketing

• Automated Messaging - Autoresponders

• Company Newsletters

• Drip Campaigns (Sequence of emails/letters)

• Seasonal Reminders for Customers (automated)

• Promotions Combined with Off-Line

• Sending FREE Gifts after Web Sign-Up

Social Media

and hundreds more!

• Media for social interaction. Social media is the use

of web-based and mobile technologies to turn

communication into interactive dialogue. Businesses

use social media to interact with consumers.

• #1 Rule: Effective social media marketing takes the

form of a conversation and not a sales pitch

What is Social Media?

Do I really Need a Facebook Page?

• Not all platforms are for everyone.

• For B-to-B contractors LinkedIn might be a good

fit, for B-to-C contractors Facebook might be a

great platform for their driveway business.

• You have to decide what platform works best

for your company.

• Will you interact and update regularly?

• Experimentation is the key to good marketing.

• Consumer review sites are also social media: Kudzu,

Angie’s List, Yelp, CitySearch, etc.

• Can be very beneficial for contractors who perform

residential work.

• You send customers to these sites and post reviews

• Prospects searching for your services go to these sites

and choose high rated businesses

Consumer Review Sites

Practical Web Marketing Tips

• Keep it simple - or get overwhelmed a freeze

• Well designed, modern looking web site is a must -

must convert - must be updated

• Have a dedicated company email

• Choose 2 or 3 web marketing channels and use them

THANKS!• 1 on 1 Web Marketing Analysis• 10% OFF Web Marketing Service

email: brett@wtalkie.com

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