Basics of Web Marketing for Pavement Contractors.

1. WELCOME
• Your Volume is OFF
• Ask Questions Anytime
• PDF of Presentation
• Follow Up Phone Call

2. Web Marketing Basics

3. “The Web and digital interactivity now
represent the center of the marketing
universe. Most marketing decisions must
start and end there. Today’s small business
must view its marketing strategies and tactics
with an eye on growing the online center and
radiating beyond with spokes that facilitate
most of the offline transactional functions that
drive sales and service.”
- Jon Jantsch - Duct Tape Marketing

4. What is Web Marketing?
Web marketing, also known as
digital marketing, internet marketing,
online marketing, or e-marketing, is
the marketing of products or
services over the Internet.

5. Methods of Web Marketing
• Company Web Site
• Search Engine Marketing
• Email Marketing
• Social Media / Consumer Reviews
• Banner Ads
• Text / Mobile Marketing

6. Why Market on the Web?
• The Obvious: Increase Customer Leads / Sell
more products and services
• The Real Reason: 93% of Business-to-Business
purchases begin online (BtoB Magazine)
• 83% of potential clients visit your web site before
deciding to do business with you (MarketingSherpa)

7. Where Does Web Marketing Start?
The
Marketing
Hub

8. What Should / Can the
Company Web Site Do?
• Inform - Company, Services,
History, Location
• Educate - Asphalt Pavement,
Process, What to look for, FAQ,
Knowledge Base
• Showcase - Recent Work, Portfolio

9. What Should / Can the
Company Web Site Do?
• Build Trust - Testimonials,
Knowledge Base, Well Designed /
Branded Web Site
• Capture the Lead - Contact Us
Form, Free Quote, Phone, Email,
Free Report (Prominent on Site)

10. Getting Prospects to
Your Virtual Door
• Off-Line: Business Cards, Signage,
Brochures, Flyers, Yellow Pages
• On-Line: Email, Social Media,
Search Engines, Consumer Reviews
• “Drive Traffic” to “Capture the Lead”

11. Traffic Source #1: Search Engines
• What are Search Engines? Search
Engines are complex computer
programs designed to search and
index information on the web.
• The Web / Internet is a network of
computer servers that host all of the
world’s web sites

12. “Spiders and Robots”

13. Search Engine Results

14. Search Engine Optimization
• SEO is the active practice of
optimizing a web site by improving
internal and external aspects in
order to increase the traffic the site
receives from search engines.

15. Search Engine
Optimization Strategies
• What is Google Looking For?
• Standards Programming / Coding
• Complete Meta Tags (code)
• Key Word Specific Pages
• On-Site Linking
• Back Links / In bound links

16. Local Search Optimization
• City / town names included in
optimization efforts
• Google Places - A Must!

17. Paid Search Engine Ads/
Pay-Per Click
• Located above and beside “natural” results
• Bid on keywords/phrases to place your ad
higher in listings
• Pay only when your ad is clicked
• Used in combination with SEO for lesser
searched Lesser used keyword phrases

19. Email Marketing - Customer/
New Prospect Marketing
• Email marketing is a form of direct
marketing which uses electronic mail
as a means of communicating
commercial messages to an audience.

20. Uses for Email Marketing
• Automated Messaging - Autoresponders
• Company Newsletters
• Drip Campaigns (Sequence of emails/letters)
• Seasonal Reminders for Customers (automated)
• Promotions Combined with Off-Line
• Sending FREE Gifts after Web Sign-Up

21. Social Media
and hundreds more!

22. What is Social Media?
• Media for social interaction. Social media is the use
of web-based and mobile technologies to turn
communication into interactive dialogue. Businesses
use social media to interact with consumers.
• #1 Rule: Effective social media marketing takes the
form of a conversation and not a sales pitch

23. Do I really Need a Facebook Page?
• Not all platforms are for everyone.
• For B-to-B contractors LinkedIn might be a good
fit, for B-to-C contractors Facebook might be a
great platform for their driveway business.
• You have to decide what platform works best
for your company.
• Will you interact and update regularly?
• Experimentation is the key to good marketing.

24. Consumer Review Sites
• Consumer review sites are also social media: Kudzu,
Angie’s List, Yelp, CitySearch, etc.
• Can be very beneficial for contractors who perform
residential work.
• You send customers to these sites and post reviews
• Prospects searching for your services go to these sites
and choose high rated businesses

26. Practical Web Marketing Tips
• Keep it simple - or get overwhelmed a freeze
• Well designed, modern looking web site is a must -
must convert - must be updated
• Have a dedicated company email
• Choose 2 or 3 web marketing channels and use them

27. THANKS!
• 1 on 1 Web Marketing Analysis
• 10% OFF Web Marketing Service
email: brett@wtalkie.com
mobile: 404-432-4019