Getting Your Online Marketing Right in 2022 By Brandon Schmidt | 01.27.22

“Half my advertising spend is wasted; the trouble is, I don't know which half.” Getting Marketing Right John Wanamaker

“Half my advertising spend is wasted; the trouble is, I don't know which half.” Getting Marketing Right Most Contractors marketing efforts

+ 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?

Getting Marketing Right What Matters Most in 2022?

+ Google Profile + Website + Digital Ads Getting Marketing Right Getting Your Marketing Right

Getting Marketing Right | Google Profile Getting Your Google Profile Right

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

Getting Marketing Right | Google Profile

Getting Marketing Right | Google Profile 65% of searches resulted in no clicks When people are searching for you & your services, what do they see?

+ 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

+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

+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

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%)

+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

+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

Getting Marketing Right | Google Profile

+ 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?

Getting Marketing Right | Website Getting Your Website Right

+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

+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

+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

Getting Marketing Right | Website

+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

Getting Marketing Right | Website

+Make it easy for users to contact you. +Give enough information to reduce questions and build trust. Getting Marketing Right | Website Designed to Convert

Getting Marketing Right | Digital Ads Getting Your Digital Ads Right

+ 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

+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

Getting Marketing Right | Ads

+ Show up when people are searching for your service. + Can target specific searches, geographic areas, demographics. Getting Marketing Right | Ads Search Ads

+ 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

+ Google Profile + Website + Digital Ads Getting Marketing Right Getting Your Marketing Right

+ Brandon Schmidt + Director of Digital Strategy, YDOP + brandon@ydop.com + Twitter: @brandonschmidt