decoding the digital marketing landscape

DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

liontreegroup.com

Organic SearchInfluence your natural search engine rankings with consistency and effective

backend titles and tagging on your site.01

Social MediaUtilize social media platforms to interact and engage with existing and

potential clients. 02

Paid Search and Digital AdvertisingFrom Google AdWords to on-site retargeting, the core of digital advertising

spending is in these areas. More than 93% of digital spending comes through banner ads, video pre-roll and search-specific ads.

03

Lead AggregatorsLead aggregators are service providers like HomeAdvisor and Angie’s List where you

pay for leads they generate. Very popular in the home improvement sector, they are constantly evolving to maximize profit potential.

04

Listing ServicesA consistent business listing online is important including address, phone and

website. We’ll look at business listing service providers, like Yext, and evaluate the effectiveness of backlink generators.

05

THE PATH

E-mail MarketingMaximize your past client list with an email campaign service like MailChimp or

consider a targeted mailer service list provider06

BEN LINDBERG 2DECODING THE DIGITAL MARKETING LANDSCAPE

CostPer Lead

GaugingPerformance

FutureProjections

What’s BestFor My Business

Examples of Digital Marketing

We would like to leave with a general feel for what digital solutions and tools are the most suitable for your business.

Takeawaysfrom today’s presentation


Let’s

START the journey


ORGANIC SEARCH – THE IMPORTANCE OF BEING #1Call it the Holy Grail, the Mona Lisa, the most difficult thing to accomplish in the digital realm. It’s not

only about achieving the top Google position, it’s also the ability to stay on top. But what being #1 on

Google means is not necessarily what you see on the surface. It’s the work that has done beneath the

surface that gets your site noticed.


Your WEBSITE

is your base

You cannot start the SEO journey without having a website that allows your site to become recognized on Google. From responsive design to optimized content and images, a well designed site is half of the battle.

1. Final stop for traffic in the digital funnel

2. Extension of your corporate culture and

personality

3. It is the content that Google reads to

identify your products and services

4. Websites are a quantifiable business asset

5. Digital marketing success is ultimately

dependent on website conversions


ORGANIC SEARCH

Searches by Engine


GOOGLE RESULTSUnderstanding the results.

6%

20%

74%

PAID RESULTSPay-per-click advertising

LOCAL RESULTSProximity-based organic search results.

ORGANIC RESULTSWhere your SEO comes into play. 58% in top 3 results

Three types of results:

• PAID

• LOCAL

• ORGANIC

Search results are always changing – local results took

from long-tail organic, not from paid.

ORGANIC SEARCH


IMPORTANCE OF LOCAL SEARCHFocus on NAP (NAME, ADDRESS, PHONE) on all listings, build

local citations and concentrate on getting high reviews.

Heat map studies demonstrate that top-ranked local results get more

clicks. Here’s a heat map overlay of a law firm search. Notice how the

majority of the clicks are for the top-ranked local result in the 3-pack.


ORGANIC SEARCH

WHAT MATTERSFactored in the results

RELEVANT CONTENT BLOG

AGE OF DOMAIN BACKLINKS TRAFFIC

BOUNCE RATE

SPEED

RESPONSIVEDESIGN

META DESCRIPTIONS

KEYWORDDENSITY

USER GENERATEDCONTENT

BROKENLINKS

AMPPAGES

SSL

SITEMAP

404 ERRORS

GOOGLEMY BUSINESS


AnalyticsTrack visitor traffic by acquisition and behavior and evaluate the effectiveness of digital campaigns. Also verify campaign stats from third-party digital ad providers and quantify conversions using Analytics Goals.

DO YOU KNOW HOW MANY PEOPLE ARE LOOKING AT YOUR WEBSITE?

HOW TO READ THEM


S O C I A L M E D I A

Connect with your audience via social media platforms. Create engaging content and generate website visits.


SELECTY O U R

P L A T F O R M S


You cannot possibly have an effective presence and manage all social media platforms. Select the ones that

fit your business and target audience and focus on having a great presence on just a few.

Stats Worth KnowingFacebook clearly dominates all social media


Organic vs. Paid Impression“Pay to Play” – if you want to get exposure, you’’ need to invest in social media.

About 1 in 8 posts is a sponsored ad. Based on demographics and past behavior, it’s the only way to guarantee posts get served to your page fans and potential clients.

FACEBOOK SPONSORED POST

Pinned on recommendations based on your past behavior, Pinterest ads are promoted for enticement and engagement.

PINTEREST PROMOTED PIN

Only seen by active page fans. Used as a starting point for a campaign.

FACEBOOK ORGANIC POST


RELEVANT CAMPAIGNS

Reaching the Right Demographic

Types of Posts• Organic• Engagement/Events• Photo Tour

Budget $10-20 per post min.

Tool Building• Energy Savings Calculator• Interesting Inspections• What can I afford?• Cost Vs. Value Calculator

16DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

Examples


B2B PROMOTION

Boost your presence to professionals

LinkedIn• Slideshare Presentations• InMail• Research• Paid Ads

Cooperative Promo• Credit Subcontractors• Tag Employees• Feature Products and

Suppliers• Mine Existing Demos


PAID SEARCH AND DIGITAL ADVERTISINGThe biggest spending arena and most established arm of

digital advertising is paid search and behavioral ad targeting.


PAY-PER-CLICKWhy is it worth to pay for placement

• KEYWORD RESEARCH

• CREATE GOOD ADS

• BIDDING

• SELECT LESS COMPETITIVE KEYWORDS

PAID SEARCH20DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

AdWords Remarketing

• 67% of online ads budget – 42% search engines, 25% ads and

retargeting.

• Can I do it myself?

• Retargeting

• Geo-targeting and Geo-fencing

• Banner ads, Tile Ads, Video Ads


DISPLAY ADVERTISINGSelect local, high traffic sites.

TYPES• Banner ads• Tile Ads• Pencil Ads• Road Blocks (pop-ups)• Page Wraps and more.

SUGGESTIONS• Stay Above Fold• Use Road Block and Page

Warps for Events• Utilize Local News if

targeting local audience• Use Geo-targeting and

Demographics for impressions


L E A D A G G R E G A T O R SPaying for leads on a price-per-lead or price-for-preferred-listing. Aggregators are chewing

up organic leads and feeding them to us out of their hands.


What are Lead Aggregators?Learning from the historical hot/cold cycle of paid leads

A result of many years of johnny-come-latelys, Lead Aggregators are a place

to go to pay for leads or prospects. Some will guarantee preferred

placement or exclusivity of leads, others will supply enhanced listing or

even an organic boost to your own web site.

The business model is constantly changing with Amazon, Porch, and Google

even getting into the business.

PAY PER LEADPay-per-lead is the model for companies like HomeAdvisor where you pay a set amount for each lead they provide to you.

PAY FOR LISTINGPay-for-service or listing gives you a preferred position for searches related to your specialty or expertise.


Angie’s List Listing SamplePaying for Placement

PAID LISTINGSContractors and builders that pay on

a monthly or annual basis will be given a full listing and will “rotate” in

the top results.

FREE LISTINGSVery stripped down listing that

penalizes those not on a payment plan. Free listings still show all

reviews in the company profile.


LISTING SERVICES27DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

Importance of NAP and Citations


WHERES H O U L D I

S T A R T ?

GETAUTOMATED HELP

Use service like Yext to monitor your NAP listingsFor $300+ per year, Yext will update and monitor the consistency

of your NAP listing. With access to more than 100 listing services, it

could be a huge time saver for your business. Some listing

placements – namely Google and Bing – require brick and motar

establishments to verify via snail mail.


BACKLINKSBacklinks are powerful, but should you buy them?

Backlink buildersQuickly increase your incoming root domain backlinks.

The catchGoogle can penalize you for using a paid backlinks provider

Analytics and Search ConsoleReview incoming backlinks to be sure you aren’t a spam destination

Relationship buildingUse your network to build backlinks.

They are legitimate and you will be rewarded.

Link farmsA lot of traffic is coming from outside

of the U.S.

A few good linksEven as few as 10 good backlinks have

proven to boost SERP rankings.

COVER YOUR BACK


E-MAIL MARKETINGREACHING PEOPLE

ANYWHERE & ANYTIME31DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

BEH E A R D

You cannot possibly have a quality presence and manage all of the social media platforms. Select the ones that fit your business and target audience and

focus on having a great presence on just a few.


Email ListsWhat to expect

“Quality over quantity – Email may be the most cost effective marketing, but only if it’s relevant.“

Email marketing is about more than open rates and click-thru

rates. It’s about conversions.

• Your List

• Buying a List

• Using a List

Open Rate

Click Rate

Unsubscribe

People on Email Lists

Conversion

22%

2.9%

3.5%

90%

4%


TRENDS AND PREDICTIONS34DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

LiveStreamingConnect from the end of the earth

Social media applications are heavily promoting live video content. Facebook (Facebook Live), Snapchat (Snapcast) and YouTube (Live) are all vying to come out as the leader in live content. Some services archive video, some expire immediately.

70%FACEBOOK

50%INSTAGRAM

80%SNAPCHAT

+1200% Live Streams

+8500% Viewers


Mobile GeofencingStreet-level sophistication with a side of “creep”

As close as you can get to touching your ideal demographic

Hyper local

Create a boundary or radius around a geolocation and target based on behavior

Boundaries

Offer delivered in-app before, during, or after anticipated activity

Offer-driven


MARKET INGA u t o m a t i o n

LET YOUR SITE BUILD YOUR DATABASE ON ITS OWN

Pop-ups for newsletter sign-up or to download a white paper or infographic.

Built on the sharing economy concept of give a little, get a client.

Build your database and remarketing with a newsletter or event invitation.


Opinion-Leader Influenceaka – the Kardashian effect

As a homebuilder, Matt self-promoted himself to the national stage and is now sought after by HGTV, etc. But his biggest influence has been the incorporation of shared content and his ability to elevate brands and businesses he likes. People trust him.

1,891Facebook Likes

35.8MYouTube Views

$1MRisinger Brand

MATTRISINGER


VIRTUAL R E A L I T Y

Outside industry players and innovators


Virtual RealityFor Builders, Remodelers, or Energy Modeling?


GIVE and TAKE Marketing

Providing low-cost information to potential customers


GIVE and TAKE Marketing


TAKE AWAYS

ROI and KPI stats for Marketing in the building industry is complicated with huge variations between marketing initiatives, regions, demographics, climate, and client relationships.

Just because digital marketing is incredibly measurable, don’t get stuck in the details and lose focus on the big picture.

Remember that certain things aren’t always measurable. But stats can help guide your gut feelings.

WHAT’S THE ROIOF YOUR MOTHER?


Marketing Stats

Thank You

L I O N T R E E G R O U PMadison, WIliontreegroup.com

Ben Lindberg
