Getting Your Online Marketing Right in 2023 (PSP Expo 2022)

Presentation given at the Pool Spa Patio Expo 2022 in Las Vegas, Nevada.

Transcript

1. Getting Your Online Marketing Right in 2023
2. Digital marketing agency for the outdoor living industries.
4. • Billboards • Co-op Marketing • Content Marketing • Direct Mail • Email Advertising • Google Profile • Local Service Ads • Local TV Ads • Influencer Marketing • Lead Gen Sources • Newspaper Ads • Organic Social Media • Paid Social Media • Pennysaver • Purchased List • Radio Ads • Referral Network • Search Ads • Website • Yard Signs
5. Nationwide Study: Outdoor Living Industry 49,546 of top-ranking Google listings
6. The 5 Areas You Need to Get Right
7. Your reputation precedes you Google Business Profile
11. • Proximity • How close are you to the searcher? • Relevance • Do you match the search? • Prominence • What is your reputation? How does Google choose which profile to show?
13. • Proximity • How close are you to the searcher? • Relevance • Do you match the search? • Prominence • What is your reputation? How does Google choose which profile to show?
15. Update Info Improving Your Listing
16. According to one study, nearly 50% of Google Business listings have incorrect/missing information. Source: https://www.searchenginejournal.com/study-finds-nearly-half-of-business-listings-have-incorrect-information/303427/
17. 93% of consumers say they are frustrated by incorrect information online. And 80% lose trust in local businesses if they see incorrect information online. Source: https://www.brightlocal.com/research/local-citations-trust-report/ 😡
18. Pick the Right Category Update Info Improving Your Listing
19. Primary Category is Most Important
20. Primary Google Category – Pool Store
21. Primary Google Category – Deck Builders
22. Primary Google Category – Pool Installer
23. Add Photos Pick the Right Category Update Info Improving Your Listing
24. Showcase Your Stunning Work
25. Average Number of Photos Deck Builders Pool Stores Pool Installers 181 photos 53 photos 92 photos
26. Your reputation precedes you Online Reviews
28. 81% of consumers use Google to evaluate local businesses. Source: https://www.brightlocal.com/research/local-consumer-review-survey/
29. 4.2-4.5 is the ideal star rating for your Google listing. Source: https://news.northwestern.edu/stories/2016/01/opinion-techcrunch-reviews#sthash.r0JVpjpg.dpuf
30. Average Star Rating Deck Builders Pool Stores Pool Installers 4.24 stars 4.3 stars 4.5 stars
31. How many reviews do you need?
32. Average Number of Reviews Deck Builders Pool Stores Pool Installers 515 reviews 24 reviews 32 reviews
34. Is your website a pre-qualification tool? High-Converting Website
35. Poor User Experience
36. Not Enough Information
37. Wall of Content
38. Not Responsive or Mobile Friendly
39. Brochure Business Card Lead Funnel Your Website is a…
40. I’ll Check Them Out I Love What They Do I’m Hiring Them
41. Does Your Website Prequalify Visitors? Location • Do you work in my area? Project Type • Do you do what I need? Budget • Can I afford you? Time Frame • Can you do it when I need it?
42. Clear Segmentation
43. Project Gallery SEO Friendly Title Written Summary Photos & Videos Project Details
44. Eliminate Friction & Confusion
45. Turning Your Website Into a Pre-Qualification Tool Read the Article: bit.ly/prequal-tool
46. Got 99 problems but metrics ain’t one Proper Measurement
47. https://www.sfspas.com/ ?utm_source=google &utm_medium=organic &utm_campaign=gmbBurl Use UTM Parameters
48. Use Tracking Numbers & URLs
49. Connect to Your CRM
51. Stops Collecting Data July 1, 2023
55. Data is Incompatible Google Analytics GA4 ≠
56. Year Over Year Data
58. What are you measuring?
59. My money don’t jiggle jiggle, it folds. Leads
60. Metrics That Don’t Matter Traffic Followers Blog Posts
61. Metrics That Do Matter Calls Emails Bookings Orders
62. Measure what matters
63. Learn and improve Double down on what works
64. Get your Google listing right Build a high-converting website Set up proper measuring Grow your online reputation Build on what grows your business
65. Digital marketing agency for the outdoor living industries.