phcc connect - go big with you internet marketing plan in 2014 and beyond

Your 2013 Internet Marketing Plan

Monday, October 21, 13

Have You Ever Wondered What It Would Be Like To...

• To have a dominate web presence that positioned you at the top plumbing business in your area.

• What it would be like to have a flood prospects calling into your business on a consistent basis that found you online?

• Know that your marketing strategy was working so you didn’t have to worry about it?


•A blueprint covering the MOST important online marketing medium that you should be tapping into for your plumbing business

•How to get your plumbing business ranked on PAGE ONE for the most important plumbing keywords in your area

•A proven strategy for getting your company to rank on the Google Map in your area by establishing your NAP, Citation Development & Reviews

•Our Step-by-step strategy for getting more repeat & referral business via Social

You’re About To Discover....


Why The Internet?

•Massive Transition from Offline to Online

•Statistics tell us that more than 77% of consumers go online when looking for plumbing services.

•There are over 20 Million Searches EVERY MONTH for Plumbing & HVAC Services


Who Am I & Why Should You Listen To Me?

• Author of the Complete Guide to Internet Marketing for Plumbing Contractors

• Associate member of the PHCC, QSC & ACCA

• Spoken at PHCC, QSC & other industry events across the US.

• Articles published in Plumbing & Mechanical, Contractor Mag & HVAC Insider

• Widely accepted as the premier expert in the internet marketing for Plumbing & HVAC Businesses

• Worked with Plumbing & HVAC Business Across the US & Internationally


These Strategies WORK


We are going to cover the EXACT strategies that produce these results on

this presentation


Online Marketing Channels



• Search Engines SEO / Organic Map Listings Pay-Per Click




• Social Media




• Social Media

• Online Directories




• Social Media


• Paid Lead Services


Online Marketing Pyramid

• Pay-per-click


• Social Media & eMail

• Website Setup Search Engines SEO / Organic Map Listings Pay-Per Click


What Online Marketing should you be doing in your Plumbing or HVAC Business?

• Update Website for SEO & Conversion• Make sure you have your MOBILE site ready• Get active in SEO (Link building, content creation, etc)• Optimize your site for Google Maps

o Optimize your listing at Google.com/Placeso Citation Developmento Review Request Process

• Get Active in Social Mediao Facebook, Twitter, Google+, LinkedIn, YouTube

• Leverage eMail Marketing• Consider Paid Marketing Channels

o AdWords / PPCo Online Paid Directories – Angie’s List, Yelp, CitySearcho Paid Lead Services - Home Advisor, eLocal Plumber, etc

• Track & Measure your results


Step 1: Understand The Search Engines (Paid, Organic & Map Listings)

Step 2: Build out Your Site for most profitable services & service area

Step 3: Optimize the site & pages for search

Step 4: Optimize your Google Maps Listing & Get Online Reviews

Step 5: Build Inbound Links & Authority

Step 6: Get Active in Social Media (Facebook, Twitter, Google+ , Etc)

Step 7: Explore Paid Online Marketing Channels

Step 8: Track, Measure & Quanitify

BONUS:Get ready for the phone to ring

8 Steps To GO BIG with your Internet Marketing Plan


Step 1: Understand The Search Engines

PAY PER CLICK • PPC

ORGANIC LISTINGS

GOOGLE MAPS

PAY PER CLICK • PPC

SEARCH RESULTS PAGE • SERP



SEARCH RESULTS PAGE • SERP


•Typical Plumbing Site 3-5 Pages

•Pages for each service

•Pages for each of the sub cities that you serve

Step 2: Build Out Your Website


Plumbing Keywords

Your City + plumbingYour City + plumberYour City + PlumbersYour City + water heatersYour City + bathroom remodelingYour City + tankless water heatersYour City + leak detectionYour City + drain cleaningYour City + shower repairYour City + boiler repairYour City + plumbing contractorYour City + emergency plumberYour City + water heater repairYour City + shower installationYour City + water heater installationYour City + sewer repairYour City + commercial plumbingYour City + commercial plumberYour City + repipeYour City + repiping

Your City + residential plumbingYour City + tankless water heater installationYour City + sump pump repairYour City + residential plumberYour City + garbage disposal installationYour City + water softener installationYour City + gas line installationYour City + water softener repairYour City + clogged toilet repairYour City + sewer line replacementYour City + hydro jettingYour City + trenchless sewer repairYour City + gas line repairYour City + trenchless sewer replacementYour City + slab leak repairYour City + tankless water heater repairYour City + burst pipe repairYour City + septic tank plumbingYour City + water filtration system installationYour City + backflow testing


Add More Pages

Typical Plumbing Website:

Home | About Us | Services | Coupons | Contact

SEO Built Out Plumber Site:

• Home | About Us | Coupons | Contact

Sub Pages For Each ServiceCity Emergency Plumber, City Leak Detection, City Toilet RepairCity Water Heater Installation, City Tankless Water Heater

Sub Pages For Each City ServicedSub City Plumber, Sub City Plumber, Sub City Plumber


Add More Pages


• Unique title tag on each page• H1 tag re-stating that title tag on each page• Images names with primary keywords• URL should contain page keyword• Anchor text on each page & built into footer• XML sitemap should be created & submitted to:

•Google webmaster tools•Bing webmaster tools

Step 3: Optimize Pages On Site For Search


Navigation, Pages & Flow

Your website should have•Home

• About Us (Meet Our Team, Why Choose Us, etc)

• Our Services - Emergency, Drain Cleaning, Water Heater Repair, Water Heater Installation (Tankless), Bathroom Remodeling, Repiping, Sewer Cleaning, Leak Detection, Sewer Repair, Bathroom Remodeling, etc)

•Our Service Area

•Online Specials

• Reviews / Testimonials

•Contact Us


Elements of Conversion

Your website should have• Number in the TOP RIGHT Corner

• Web Form where customer can request a quote / service call

• Links to your Social Media Profiles (Facebook, Twitter, LinkedIn, Google+, etc)

• Direct links to your online reviews / testimonials

• Company Name, Address & Phone Number on every page of the site

• PERSONALITY - Real Photos & Videos of you, your team, your trucks, etc

• A clear explanation of WHY they should choose your company

• Special Offers & Incentives to drive action

• MOBILE READY Version for Mobile Visitors


• Unique title tag on each page• H1 tag re-stating that title tag on each page• Images names with primary keywords• URL should contain page keyword• Anchor text on each page & built into footer• XML sitemap should be created & submitted to:

•Google webmaster tools•Bing webmaster tools




Typical Plumbing Site Title

•Joe’s Plumbing

SEO Optimized Title Tag

• Orlando Plumber | Shamrock Plumbing Orlando, FL | Orlando Repipe



SEO Optimized Title Tag

• Orlando Emergency Plumbing - 24 Hour Emergency Plumbing Service in Orlando, FL• Orlando Water Heater Repair - Water Heater Repair Service in Orlando, Fl• Orlando Drain Cleaning - Drain Cleaning Service in Orlando, FlEtc


Page One Placement for Most Important Keywords


Step 4: Optimize For Google Maps



HOW DO I GET RANKED ON THE GOOGLE MAP?


Go to Google.com/places

Step 4: Optimize Your Google Maps


Step 4: Optimize Your Google Map Listing


Update Your Company Name to Read “Company Name”) – E.G. Don’t Add any keywords here

Add your Website Address – This will create an important inbound link

USE a LOCAL NUMBER (800#’s Won’t Do The Trick)Use a Local Address (NO PO BOX or UPS Store). Worst Case Virtual Office

Upload PHOTOS – AS MANY AS POSSIBLE – Use personal Photos – Pictures of yourself (the owner), Pictures of Your Staff, Pictures of the Office, Pictures of Your Trucks, Your Equipment, Your Logo, Coupons, Pictures of your work. People Connect & Resonate With People. Leverage that in your Map Lis:ng

Upload a Video if you have one (If you don’t – Get one made!)

List your hours of opera\on & services offered




Get$Reviews–"Reviews"are"a"key"determinant"of"placement"within"the"Map"Lis9ngs."The"number"of"reviews"of"your"local"lis9ng"is"a"key"determinant"in"placement."As"a"prac9ce,"you"need"to"request"reviews"from"your"customers"in"order"to"get"them."A"strategy"that"we"use"takes"a"three"pronged"approach:""

•  Send"an"ini9al"email"to"your"client"database"asking"them"to"write"a"review"of"your"company"on"Google"and"provide"them"with"the"URL"to"your"Google"Places"page."

•  Keep"an"open"ear"for"Happy"Customers"and"ask"them"if"they"would"be"willing"to"write"a"review."If"so,"get"their"email"at"that"moment"and"let"them"know"that"you"will"be"sending"them"an"email"with"the"link"to"write"the"review."



•Once the pages are built & Optimized it’s Links to the Page that determine Placement

More than 70% of the battle is getting links.

He who has the most QUALITY links WINS!


So What Is Google’s Fascination With Cute Little Animals?


Well There Really Not All That Cute And Friendly After All


Now There Is A New Cute Little Animal In The Mix

“Hummingbird”


But Does He Play Nice?

“Hummingbird”


He’s Not All That Mean, But You Need To Know What He Does•Google Wants To Answer Questions

•Google Wants To Deliver Great Content

•Content Is King


Step 5: Consistently Create Fresh Content

•You ARE a subject Matter Expert

•Create Articles, Video’s & Audios

•Post & Syndicate your content


Step 5: Ninja Link Building Strategy

• Competitive Link Acquisition


Step 6: Get Active On Social Media

•What is your #1 source of new business?



More Repeat Business &More Referrals=



Where to start?Facebook Business Page

TwitterLinkedInYouTube

Google PlusBlog



• Leverage eMail to get initial engagement• Consistently Daily Updates - Information not Sales• Engage - Engage - Engage


Step 7: Explore Paid Online Marketing Opportunties

• Pay Per Click Marketing‣Google AdWords, Bing Search / Yahoo• Paid online directory listings‣Angies List, YP.com, Yelp.com, etc• Paid Lead Services‣ Home Advisor, eLocal Plumber, PlumingNetworx


Step 8: Track, Measure & Quanitify

• Watch Traffic Trends with Analytics• Track your online ranking for important Keywords • Consider call tacking phone number on site (in Graphics only).• Put a CRM or some other tracking tool in place to track lead sources and billed amounts

It’s All About ROI


BONUS: Get Ready For The Phone to Ring


Step 1: Understand The Search Engines (Paid, Organic & Map Listings)

Step 2: Build out Your Site for most profitable services & service area

Step 3: Optimize the site & pages for search

Step 4: Optimize your Google Maps Listing & Get Online Reviews


Step 6: Get Active in Social Media (Facebook, Twitter, Google+ , Etc)

Step 7: Explore Paid Online Marketing Channels

Step 8: Track, Measure & Quantify

BONUS:Get ready for the phone to ring

RECAP8 Steps To GO BIG with your Internet Marketing Plan


Questions?

eMail : [email protected]: 866-610-4647www.PlumberSEO.net


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mailto:[email protected]

http://www.PlumberSEO.net

http://www.PlumberSEO.net

phcc connect - go big with you internet marketing plan in 2014 and beyond

Marketing

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online marketing pyramid

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