The Future of Inbound

1. The Future of
Inbound Marketing
Frank Andolina
Coalmarch

2. Very Little About Me
3 years at Coalmarch

5. A little more about me
World’s Worst Small Talker

9. The year was 2004
People still used these.

10. The year was 2004
People still used these

17. 2007 - 2011
A wild time

18. June 2007 - First iPhone

19. January 2008 - Introduction of 10-Pack /
Local Listings in Blended Search

20. October 2008 - 10-Pack becomes 7-Pack

21. May 2009 - Bing launches

22. June 2009 - Local Business Center
Launched

23. June 2011 - Google Plus launches

24. May 2012 - Google Plus Local Launches

25. 2012 - 2015
Google makes us settle down

26. 2012 - 2015
● Link penalties
● Cracking down on spam content
● Cracking down on fake/virtual
addresses

27. 2012 - 2015
“User Experience”

28. 2015 - present day
Mobile really takes off
Voice search becomes a thing
Baby Boomers discover Facebook

31. By the end of this presentation
We are going to agree on the following...
Google is changing the game
(again)
Mobile is here Facebook is (still) here

34. The average person
checks their cell
phone 110 times a day.
2018

35. 2018
The average person
checks their cell
phone 110 times a day.

36. Interest in the phrase:
“cell phone addiction”

38. As of January 2018, 77% of US
adults own smartphones.
2018

40. 30% increase in 3 years

41. What does this mean
for Home Services?

42. Mobile traffic share tops 50%

43. Mobile traffic share
has increased by 55%
since 2015

44. Local
Organic

46. Ain’t nothin’
but ads ;)

47. According to Google, “75% of
smartphone users turn to
mobile first to address
immediate needs.”
2017

48. What does this mean
for Home Services?

49. Mobile is here
Google is changing the game
(again)
Mobile is here Facebook is (still) here

50. We’re hooked on our phones
77% US adults own smartphones
Mobile traffic share over 50%

51. We’re hooked on our phones
1. How are you being found?
1. How are users interacting with your site?
1. How can potential customers reach you?

52. We’re hooked on our phones
1. How are you being found?
1. How are users interacting with your site?
1. How can potential customers reach you?

53. In March 2018, Google rolled
out mobile-first indexing.
2018

54. Mobile-First Indexing
The starting point for Google
The baseline for determining rankings
Considered primary version of your site

55. The good news

56. The bad news
I had a video that I deleted
because of Donnie’s long session

57. “So you’re telling me I
need to spend more?”

58. Mobile spend
accounts for 70% of
total PPC spend.

59. Does PPC affect
organic results?

60. We tested
PPC Off = 8% organic growth
PPC On = 31% organic growth

61. We’re hooked on our phones
1. How are you being found?
1. How are users interacting with your site?
1. How can potential customers reach you?

63. Funnel Visualization
Understand how users are
naviating throughout your site

65. What are we really
trying to determine?

66. We’re hooked on our phones
1. How are you being found?
1. How are users interacting?
1. How can potential customers reach you?

67. Texting

68. Texting
58% of US consumers indicated they
would view a business more positively if
they offered SMS.

69. Texting
The average response time for a text
message is 90 seconds.

70. Texting
68% of US consumers say they text more
than they talk on their phones.

71. Texting
47% of US consumers prefer SMS to
message businesses.

73. Is your business text-
ready?

74. What do you need to get started?
● Someone to respond
● Script/automation
● A way to interact

75. Someone to respond
● One point of contact
● Texting “expert”

76. Script/Automation

77. Reduce time managing services
not offered
● Someone to respond
● Script/automation
● A way to interact

78. A way to interact

79. We’re hooked on our phones
1. How are you being found?
● Mobile gutcheck
● Adjust PPC strategy for mobile

80. We’re hooked on our phones
2. How are users interacting?
● Understand the difference between
desktop and mobile (and test)
● How are users navigating through
your site to solve their problem?

81. We’re hooked on our phones
3. How can potential customers reach you?
● Consider texting as a new method
● Expand texting to new customer
acquisition

83. In 2018, 58% of consumers
used voice search to find local
business info.
2018

89. By 2020, it is predicted that
50% of all searches will be
voice searches.
2020

90. 40 million millennials
use digital assistants

91. 40 million millennials
use digital assistants

92. 68% increase since 2016

93. How are people using
voice search?

96. 60% of voice search users
want more answers and less
search results.
2018

97. What does this mean
for Home Services?

98. < <

99. < <

100. Two Intent Categories
Utility - Control your lights
Non-Utility - Find a local company

103. What does this mean
for Home Services?

104. Adoption is only as
good as the product.

111. Send me
here

112. What does this mean
for Home Services?

113. Currently, Google
Analytics does not report
Voice Search metrics.

114. We can make some
educated guesses.

115. General rule of thumb:
5+ Words

116. 5+ Words
2017 - 18% of searches
2018 - 23% of searches

117. 5+ Words
2017 - 18% of searches
2018 - 23% of searches
Difference +28%

118. 10+ Words
2017 - 0.59% of searches
2018 - 0.99% of searches

119. 10+ Words
2017 - 0.59% of searches
2018 - 0.99% of searches
Difference +67%

120. 15+ Words
2017 - 0.05% of searches
2018 - 0.09% of searches

121. 15+ Words
2017 - 0.05% of searches
2018 - 0.09% of searches
Difference +80%

122. What does that mean
for Home Services?

124. The Future
● Better understanding of what
potential customers are
looking for
● Create more useful content to
help answer questions &
position services
● Lower CPCs???

126. Google is changing the game
(again)
Google is changing the game
(again)
Mobile is here Facebook is (still) here

127. In 2018, Google introduced
Local Services to Pest Control
& Lawn Care.
2018

128. What does this mean
for Home Services?

129. It probably means a
friggin’ lot.

138. $$
$$
Local

139. $$
$$
Local

142. When LSAs are
not present
● 14% of clicks are paid
● 50% of clicks are
organic
= 36% of clicks are
local

143. ● Generated 14% of all clicks
● 25% of all clicks are paid
● 44% of clicks are organic
= 17% of clicks are local
When LSAs are
present

144. When LSAs are
present
● 25% of all clicks are paid
● 75% of clicks are free
● 14% of clicks are paid
● 86% of clicks are free
When LSAs are
not present

146. What does this mean
for Home Services?

147. The Future
● Google increased ad revenue +78%
● Non-paid clicks decrease - 13%
● Change your approach

148. More efficient paid leads
● Traditional PPC = $80 - $150 CPL
depending on market
● GLS = $35 - $45 CPL

154. 1. 2.
3.

155. Frank’s FactorsTM
1. Placement
2. Reviews
3. Brand

156. Frank’s FactorsTM
1. Placement
2. Reviews
3. Brand

157. ● Weekly budget - Pay per lead
● Location
● Job types
● Clean record
Placement

158. Frank’s FactorsTM
1. Placement
2. Reviews
3. Brand

159. Frank’s FactorsTM
1. Placement
2. Reviews
3. Brand

160. Facebook is (still) here
Google is changing the game
(again)
Mobile is here Facebook is (still) here

161. As of January 2018, 68% of US
adults use Facebook.
2018

162. As of January 2018, 74% of
Facebook users use it daily.
2018

164. What does this mean
for Home Services?

165. Expected Ad
Performance

168. How much does a
billboard cost?

169. $550/mo - $17,500/mo

170. $250

171. 3 reasons people
notice billboards
1. Relevant
2. Creative
3. Captive Audience

174. Facebook is (still) here
Facebook is (still) here

175. Facebook isn’t the only game in town

176. Impressions CPC Conv. Rate CPM
Outdoor Pests 1,318,902 $0.46 0.93% $1.07
Pest 734,922 $0.49 0.90% $1.43
Termite 781,770 $0.67 0.92% $1.22
Lawn Care 1,541,665 $0.72 0.51% $1.08
Stretch Your Budget

177. Impressions CPC Conv. Rate CPM
Outdoor Pests 1,318,902 $0.46 Ignore me $1.07
Pest 734,922 $0.49 Ignore me $1.43
Termite 781,770 $0.67 Ignore me $1.22
Lawn Care 1,541,665 $0.72 Ignore me $1.08
Stretch Your Budget

178. Budget 5-10% of your
marketing budget to
digital branding.

179. We’re almost done

180. We’re almost done
● Mobile - Throw away your desktop.

181. We’re almost done
● Mobile - Throw away your desktop.
● Google Local Services - More $$$ but better sales?

182. We’re almost done
● Mobile - Throw away your desktop.
● Google Local Services - More $$$ but better sales?
● Facebook - Bargain-basement pricing.

183. You’ve reached the end of the presentation
Do we agree on the following?
Google is changing the game
(again)
Mobile is here Facebook is (still) here

184. Questions?