Getting Your Online Marketing Right in 2022 (NKBA Webinar)

Webinar given for National Kitchen and Bath Association

With a new year approaching it’s important to have a strong marketing strategy. Brandon Schmidt, Director of Digital Strategy for YDOP, will explain how to adapt your online marketing based on recent shifts in consumer behavior, update your Google listing and website to target more qualified customers and create a marketing plan that generates better leads on Thursday, January 27.

Transcript

1. Getting Your Online Marketing Right in 2022 By Brandon Schmidt | 01.27.22
2. “Half my advertising spend is wasted; the trouble is, I don't know which half.” Getting Marketing Right John Wanamaker
3. “Half my advertising spend is wasted; the trouble is, I don't know which half.” Getting Marketing Right Most Contractors marketing efforts
4. + Billboards + Co-op/brand marketing + Content marketing + Direct Mail + Email advertising + Google profile + Local Service Ads + Local TV ads + Home Advisor/Angi + Influencer marketing + Lead generation sources + Newspaper ads + Organic social media + Paid social media + Pennysaver + Purchased list + Radio ads + Referral network + Search Ads + Website + Yard signs Getting Marketing Right What Are You Investing In?
5. Getting Marketing Right What Matters Most in 2022?
6. + Google Profile + Website + Digital Ads Getting Marketing Right Getting Your Marketing Right
7. Getting Marketing Right | Google Profile Getting Your Google Profile Right
8. Getting Marketing Right | Google Profile +Free platform for local businesses to add information +Photos, address, hours, phone number, links +Public review platform Google Business Program
9. Getting Marketing Right | Google Profile
10. Getting Marketing Right | Google Profile 65% of searches resulted in no clicks When people are searching for you & your services, what do they see?
11. + Nationwide study of 85,826 kitchen & bath remodelers + Top ranking listings across the United States + Find out what it takes to rank & get ahead on Google + Full Results: ydop.com/NKBA Getting Marketing Right | Google Profile Exclusive Nationwide Study
12. +Prove you are the owner +Make sure info is correct +Add hours, phone number, address +Can hide address if you want to keep it private Getting Marketing Right | Google Profile Claim & Update
13. +There are over 6,000 categories you can select for your GBP + Can add a max of 10 categories + The first one (primary) has greatest impact on rankings Getting Marketing Right | Google Profile Categories
14. Getting Marketing Right | Google Profile What Categories Should I Use? Popular Primary Categories + General Contractor (17.32%) + Construction Company (10.52%) + Kitchen Remodeler (8.95%) + Contractor (6.97%) + Remodeler (6.39%) + Bathroom Remodeler (5.94%) + Roofing Contractor (4.19%) + Handyman (4.02%) Popular Specialty Categories + Kitchen Remodeler (22.17%) + Bathroom Remodeler (20.36%) + General Contractor (18.23%) + Home Builder (6.38%) + Flooring Contractor (4.16%) + Plumber (4.11%) + Cabinet Maker (4.04%) + Interior Designer (3.29%) + Countertop Installer (2.75%)
15. +Can upload photos from desktop and mobile +Show users your best projects & photos +Study Results: +On average, a remodeling GBP listing has 54 images Getting Marketing Right | Google Profile Photos
16. +Consumers are looking for total number of reviews & avg star rating. +Reviews can include stars, text, photos, and details. +Don’t sweat the occasional low rating. +Respond to all reviews Getting Marketing Right | Google Profile Reviews
17. Getting Marketing Right | Google Profile
18. + Study results: + Average rating: 4.5 stars + Average number: 40 reviews + 60% of remodeling companies have 5 or fewer reviews Getting Marketing Right | Google Profile How Many Reviews Do I Need?
19. Getting Marketing Right | Website Getting Your Website Right
20. +Limited options for ranking on Google without a website. +Need to own your own turf on the internet. +Study Results: +74% of top-ranking remodelers have a website Getting Marketing Right | Website Need to Have A Website
21. +Showcase your best work on your website. +If possible, break down into gallery. +Better yet, create case studies for featured projects. +Don’t be cheap; invest in quality photography. Getting Marketing Right | Website Show Your Work
22. +Give a clear understanding of how you work. +Set expectations on timing, budget, decisions. +Explain what you value & your unique perspective Getting Marketing Right | Website Show Your Process
23. Getting Marketing Right | Website
24. +Consumers are looking for total number of reviews & avg star rating. +Reviews can include stars, text, photos, and details. +Don’t sweat the occasional low rating. +Respond to all reviews Getting Marketing Right | Website Social Proof
25. Getting Marketing Right | Website
26. +Make it easy for users to contact you. +Give enough information to reduce questions and build trust. Getting Marketing Right | Website Designed to Convert
27. Getting Marketing Right | Digital Ads Getting Your Digital Ads Right
28. + Digital platforms have their challenges but are still some of the best ways to get your work in front of your target audience. Getting Marketing Right | Ads Get In Front of Target Audience
29. +Get in front of new people. +Build up your brand in a new market. +Typically target based on geography & demographics. Getting Marketing Right | Ads Brand Awareness
30. Getting Marketing Right | Ads
31. + Show up when people are searching for your service. + Can target specific searches, geographic areas, demographics. Getting Marketing Right | Ads Search Ads
32. + Stay top of mind while they are making a decision. + Answer common questions & alleviate any doubts. + “I’ve seen your brand everywhere!” Getting Marketing Right | Ads Remarketing Ads
33. + Google Profile + Website + Digital Ads Getting Marketing Right Getting Your Marketing Right
34. + Brandon Schmidt + Director of Digital Strategy, YDOP + brandon@ydop.com + Twitter: @brandonschmidt