Questions That Frustrate Contractors About Online Marketing Answered!
Confidential & Proprietary
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Agenda
• About Three Deep
• Industry Trends
• 13 Questions
• Summary
• Special Offer
About Three Deep
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Helping businesses grow through measurable digital marketing programsThree Deep’s Mission Statement
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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
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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
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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
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Consumers Now Spend More Time on Digital Media Than Television
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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
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Consumers Rely on Search Engines to Research Home Improvement Projects
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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
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Things that frustrate contractors about online marketing
Why aren't more homeowners finding me in my geography?
#1
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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
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Typical Online Eco-System for Contractors
Paid Media
Local
Social
SEO
BuyLeads
On-Page
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
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Required Online Eco-System for Contractors
Paid Media
Local
Social
SEO
BuyLeads
YouTube Ads
Display
Facebook Ads
Content Marketing
Content Strategy
On-Page
YouTube
Othersites
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
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Does paid search advertising on Google & Bing really make sense?
#2
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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
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Paid Search
Paid Search
Organic Search
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Search Campaign Geo-Targeted by Contractor
Ads are seen based on the contractor’s service area by radius, DMA or zip codes.
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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
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Measurement and ReportingContractor Reports
• Month to Month trends lines
• Landing page conversion percentage rate
• Advertising budget
• Minute+ phone calls
• Web forms • Cost per
acquisition
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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
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Paid Media & Remarketing
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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
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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
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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
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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
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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
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Why isn’t my online traffic converting more leads and what can I do about it?
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
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Get More Conversion from Long Tail Keywords
Replacement windows
Replacement windows
Double hung vinyl windows
Contractor in Cottage Grove who sells Marvin Windows
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You Need Your Website and Content to Engage All 4 Major Buying Personas
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• 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
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Why isn’t my online traffic converting more leads and what can I do about it?
• 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
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Does response time with online inquires really make a difference in appointment set-rates?
#5
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Does response time with online inquires really make a difference in appointment set-rates?
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
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Does response time with online inquires really make a difference in appointment set-rates?
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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
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Does response time with online inquires really make a difference in appointment set-rates?
• 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
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• 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
Does response time with online inquires really make a difference in appointment set-rates?
CRM Portal
How can I build a foundation of online ratings and reviews that help my business rather than hurt it?
#6
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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
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Searching for a Contractor
Why would you want to click here?
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Google+ Reviews Help Establish Credibility
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CustomerTakes Survey
Send Emailfor
Feedback
Collect Email
Address
Job Complete
Best Practice for Getting More Reviews
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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
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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
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What are online directories and why are they important to me?
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
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What are online directories and why are they important to me?
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.
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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
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What are online directories and why are they important to me?
GetListed.org is a great starting pointto help judge your current health
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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.
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What are online directories and why are they important to me?
• 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
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What should I do with homeowner inquiries that don't close immediately?
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
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What should I do with homeowner inquiries that don't close immediately?
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
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Not all leads are qualified to set an appointment
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What should I do with homeowner inquiries that don't close immediately?
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
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What should you do with the 63 inquiries that didn’t close initially ?
What should I do with homeowner inquiries that don't close immediately?
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What should I do with homeowner inquiries that don't close immediately?
• 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
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7,963,000 Window Searches Monthly
ReplacementWindows5,280,730
Window Type
986,530
Window Price
474,940
Window Reviews331,370
Energy Efficient70,630
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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
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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
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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
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How important is it for homeowners to find me on their smart phones?
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
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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
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Websites Need to Adjust to Support Integrated Multiscreen Campaigns
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How important is it for homeowners to find me on their smart phones?
• 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
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Zero Moment of Truth - Online
(In-home Demo)(Customer)(Online Presence)
(Drafty Windows)
-Winning the Zero Moment of Truth, Jim Lecinski
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Here’s Where Social Media Plays
(In-home Demo)(Customer)(Online Presence)
(Drafty Windows)
-Winning the Zero Moment of Truth, Jim Lecinski
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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
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Should I be buying competitive leads to get more lead volume?
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
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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
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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
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The Tale of Two LeadsPricing, Quantity and Quality
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Should I be buying competitive leads to get more lead volume?
• 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
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How can I track and measure online results better?
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
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How can I track and measure online results better?
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How can I track and measure online results better?
This website is not conversion optimized for mobile traffic
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How can I track and measure online results better?
This website has a nearly 7% conversion rate on mobile! This demonstrates the power of a mobile optimized website.
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Leverage Data such as Multi-Channel Funnels
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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
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Average Contractor Versus Best Practices Contractor
SUMMARY
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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
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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
Othersites
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
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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
Presenter: Dan DerosierVice President [email protected]
Questions That Frustrate Contractors About Online Marketing Answered! www.threedeepmarketing.com/helpcontractors