Marketing Your Radon Business

1. Marketing Your Radon Business How to build a powerful online presence and grow your business
2. Hi! David Sara Phil Lindsay 1. Introductions 2. What do you want to get out of this?
3. 1 Creating Your Presence Online Your website is your platform
4. Developing Your Website  Before diving in, plan! Create goals and objectives for your online presence.  Hire a web development company to design and develop your website.  Create compelling content that explains what you do and why someone should hire you.
5. Setting Goals & Objectives  What do you want visitors to do when they arrive at your website?  Acquiring new customers  Branding & information  SCM Marketing
6. Setting Goals & Objectives  Who is your target audience?
7. See it in action  Target Market: Home Buyers & Sellers is immediately obvious in the menu
8. Setting Goals & Objectives  What action do you want them to take when they get there?
9. See it in action  Purpose of the site is education and to acquire more customers  Success is measured by time spent on website, pages visited, how they arrived at the site and whether they contacted David after visiting
10. Questions to ask when hiring a web development company  How much will it cost?  What do I need to do?  Who owns the site/domain name/hosting?  Try to get this information in your name!  How long will the project take?  What to expect: 30-90 days depending on developer  What other services are provided?
11. Information to include on your website  Your products/services ie. Radon mitigation, home inspection, etc.  Pricing (optional)  Service areas  Blog/Article section  About you and your company  A contact form/quote request form
12. See it in action
13. Key Characteristics of your website  Mobile responsive!  User friendly
14. Is your website mobile responsive? The above examples show a non-responsive website.
15. Is your website mobile responsive? This is an example of a responsive website.
16. Key Characteristics of your website  Areas of service clearly defined
17. Areas of Service  Ensure your service area or your address is clear on your website
18. Key Characteristics of your website  Calls to action
19. Calls To Action  Easy to see – size, color  Repeat more than once down the page  Test and analyze  Show value
20. 2 Getting Found Online Optimization, local search, and search engine optimization
21. On-Page Optimization  On-Page optimization  Uniquely valuable content  Keyword targeted content  Built to be shared through social media
23. Off-Page Optimization  Off-Page optimization  Factors that aren’t controlled by you but that help you to rank  Links to your website  Shares from social media networks  Social bookmarking like StumbleUpon or Pinterest  Anchor text in backlinks  http://moz.com/researchtools/ose/links?site=http%3A%2F%2 Fwww.newiradonspecialist.com%2F
24. Local Search: Why it’s vital for your business  Get visible online for people searching in your service area  Create trust for search engines by verifying across multiple directories that you are who you say you are
26. Ranking in Search Engines  How often are you adding fresh content?  How relevant is it to your target market?  Write with your audience in mind first, then search engines  Do research on keywords and competition – how do we do this? Google.  Google My Business
27. How do you rank?  “radon testing in _________”  “home inspection services in ________”  What cities are you in?
28. 3 Reaching Your Customers Social media, pay-per-click and content marketing
29. Social Media: How it Affects Your Business  Why is social media beneficial to your business?  Social media is Word of Mouth Marketing on steroids.  Facebook Standard Practices
30. How will Social Media help your business?  Marketing is more challenging than ever. Your audience is spread across so many outlets.  What segment of your audience are you willing to ignore? What segment can you afford to ignore?  For marketing, we’re forced to communicate in a lot of different ways.
31. Your Competitors are on Social Media 95% 90% 85% 80% Non Profit B2B B2C % on Social Media
32. Social Media Marketing has an impact on your business  74% of consumers rely on social networks to guide purchase decisions  55% of consumers share purchases on social networks  68% of consumers learn more about a charity if they see a friend posting about it (the ALS Ice Bucket Challenge was everywhere!)  What do these stats mean? People are talking online. A LOT of them. Don’t get left by the wayside and make sure your business is in the conversation.
33. See Our Challenge https://www.youtube.com/watch?v=nFoJSMzDRwg&list=UUbap QlnCjvV_KMkWJJx6LSA
34. #ALSIceBucketChallenge Influence  $115 million raised from the campaign versus $19.4 million in 2013 alone.  Participation in ALS walks in markets large & small have risen 30-100 percent.
35. Consumers aren’t dumb  14% trust ads/traditional marketing  78% trust online recommendations: Yelp! Amazon reviews. Trip Advisor, Angie’s List, etc.  90% of Yelp users choose where to eat based on those reviews. And these reviews are coming from strangers but they're trusted more than advertisers.  78% are influenced by online recommendations  84% trust and make a decision if it's from someone in our network.
36. Consumers aren’t dumb  On average, we have 244 friends on Facebook. We're no longer marketing to individuals.  We’re marketing to people’s entire social networks.
37. Social Media is Word of Mouth Marketing on steroids
38. Social Media is Word of Mouth Marketing on steroids
39. Real Life Example Meet “Kiddo”
40. Real Life Example
41. Real Life Example
42. Facebook Standard Practices  Profile picture should be logo  Leverage cover photo for specials you’re running  Look at your reviews – respond!  Respond to people asking questions/commenting on your page  Run contests/ways to engage audience – show Radon Specialists results  Facebook advertising
43. Contests and Facebook Ads
44. Facebook Ads
45. Facebook Ads
46. Summary  Social media IS beneficial to your business. Why? Because we said so.  Treat social media like word-of-mouth marketing. You’re marketing to your fans/followers and their digital friends  Facebook Standard Practices
47. Pay-Per-Click Reaching your customers in Google/Bing ads
48. Pay-Per-Click Search Engine Marketing  Targeted leads based on exactly what THEY are searching for  Reach more people  Ability to test what keywords people are actually searching for when they intend to buy  Maximize return on investment – only pay when your ad is clicked
50. Reviewing Ad Performance
51. Ad Retargeting  A form of marketing in which you target users who have previously visited your website with banner ads on display networks across the web.  Techniques:  Awareness – ads with just the logo and name  Interest – ads with a product/service they liked  Evaluation – ads that answer questions  Decision – ads that show promotions for what they were viewing  Purchase – show ads similar to what they bought/were looking to buy
53. Content Marketing  The overarching practice of using information and entertainment to promote a brand or product.  Benefits:  Build trust  Inbound marketing vs outbound “interruption” marketing  Up-to-date USEFUL content helps website to rank better  Tips: Tell the truth, use data, cite sources, seek out best sources, SPELL CHECK!, incorporate opposing viewpoints, be aware of hidden agendas, edit, keep it simple, and think visually.
54. Video Marketing  Type of Internet Marketing in which businesses make short videos about specific topics. Videos are uploaded to video sharing sites (like YouTube) for exposure.  Benefits  Another way to build trust  People watch more video than ever before  Helps your business’s SEO  It’s social  Tips: Shoot in HD. If you can, use a microphone. Keep it short. Optimize your YouTube videos.
55. Great Video Marketing  http://youtu.be/Z_8ms3BXWsM?list=PLbtyEYrYcRNuNIITfRvf KnVBe-HjdpOBK
56. Inbound vs. Outbound  Inbound marketing allows consumers to make a decision based on the information you share with them  Outbound marketing is interruption based.
57. Article Topic Ideas: Headlines  Radon: Truth vs. Myth  Radon… the dangers, the facts and myths  Health effects of radon  The deadly test that schools are failing  All homes in [insert state] have some level of radon, what should you do?
58. 4 Tracking & Analyzing Online Performance ROI, Google Analytics, and conversion tracking
59. Is your website working for you?  How can you tell if your website and other online efforts are actually working for you?  Conversion tracking  Forms  Phone calls  “How did you hear about us?”  Product sales  Bottom line: ROI
64. Google Analytics  Is Google Analytics installed?  Visitors  Conversions on forms  Types of devices people are using  Geographical location of visitors
65. Is Google Analytics installed? http://builtwith.com
67. Visitors Sessions: One set of interactions taken on your website Users: Number of different users who visit your website who have one or more sessions. Bounce Rate: % of people who leave your website without visiting another page.
69. Conversions on Forms
71. Devices
73. Geographical Location
74. How do you score? Website Analyzer
75. Thank you!  Assessment  Free Website Analysis available by us or by visiting: http://scmmarkets.com/analysis  Questions, comments, suggestions. David Daniels info@newiradonspecialist.com newiradonspecialist.com Phil Golding Sara Martin Lindsay Diedrich phil@scmmarkets.com scmmarkets.com

Notas do Editor

What all do you guys want to cover today? (WRITE ON BOARD) CONFIRM COVERING ## %
Whats the first thing you see?
Factors that aren’t controlled by you but that help you to rank
Links to your website – why is this one linking better?
Shares from social media networks
Social bookmarking like StumbleUpon or Pinterest
Anchor text in backlinks
Attributes to pay attention to in local search:
Consistent titles
Categories
Reviews & Ratings
Photos & Videos
Social Factors
Find actual examples
Because of this social media campaign, ALS Association raised nearly 6 times the amount of money they did last year.
In case some aren’t familiar: The ALS Ice Bucket Challenge involved dumping a bucket of ice water on one’s head to promote awareness of the disease amyotrophic lateral sclerosis (ALS) and encourage donations to the ALS Association for research.
Because of this social media campaign, ALS Association raised nearly 6 times the amount of money they did last year.
In case some aren’t familiar: The ALS Ice Bucket Challenge involved dumping a bucket of ice water on one’s head to promote awareness of the disease amyotrophic lateral sclerosis (ALS) and encourage donations to the ALS Association for research.
It’s about ENGAGEMENT and getting a conversation going.
A good way to encourage engagement is with a contest. A great way to interact with your current fan base.

BUT I encourage you to broadcast the contest to people outside of your page. This will help you to expand your fanbase!
It’s not an exact science. We boosted the contest post for one week with a budget of $50.

64 post engagements: likes, comments and shares

CTR: # of clicks divided by the number of times the ad was served. Depending on who you ask, an average (or even good) rate of click is 0.020-0.050%, so our ad performed well.
Talk about who we targeted and why.
FB standard practices: brand yourself. Get your logo out there. Be interactive.
Create graphic for how to pay for keywords
Change to our ad – make our graphic something targeted to them, show website this is on
Tell the truth. Feature real people, real situations, genuine emotions, and facts (more about that in a minute). As much as possible, your content should show, not tell. It should show your product as it exists in the world, through customer stories, case studies or client perspectives and narratives. How do you add value? Why do you matter? That is your story.
Use data. Data puts your content in context and gives you credibility. Ground your content in facts: Data, research, and numbers are the foundation for any story. Your ideas and opinions and spin might be part of that story—or they might not be, depending on what you are trying to convey. But the more credible content is rooted in something real, not just your own beliefs. Said another way: data before declaration. In other words, if you are going to tell me what you think, give me a solid reason why you think it.
Cite sources. Give credit where credit is due: If you use an infographic from another company, cite the source and link to it. If you create that infographic based on someone else’s data, say that, too, Joe wrote in a piece in Mashable. Also, if you interview someone and use what he says either directly or indirectly, attribute the ideas to that person, even if you don’t use his exact words. (Like I just did that in this paragraph.)
Seek out the best sources, and know the difference between “on the record,” “for background,” and “off the record.” Newspaper reporters go to the scene of an incident to report what really happened; in the business world, you should, too. Are you blogging about a new technology? Talk to the guy who developed it, not the PR or marketing person promoting it. My newspaper editors used to tell me this: Find the person standing as closest to the center of a story as you can.
Check your spelling. It pains me to have to say this, but my name gets botched all the time in social media, and I see others suffering a similar fate. Make sure you double-check proper name and company names and use them consistently correctly. Otherwise, your work appears sloppy, and you risk losing credibility. Said another way: My first name does not have an E at the end of it, and my last name, “Handley,” has a D in the center of it. Dig?
Root out opposing viewpoints. As Joe Chernov says, “There’s a name for something with a single point of view: It’s called a press release.” Incorporate multiple perspectives when the issue lends itself to that. At the very least, don’t ignore the fact that other points of view might exist; to do so makes me not trust you.
Be aware of hidden agendas. If you interview a source, be clear on what agenda is behind their point of view. In business, often that means you should follow the money: Who butters their bread? Are they a competitor? Investor? PR professional retained to maintain a specific point of view? They might still be credible as a source—in fact, PR folks can be awesome background sources—but you need to be aware of any agenda.
Edit. At newspapers and magazines, editors are the bottom line in what gets said and where it gets said and how long a publication will dedicate to saying it. Brands need to adopt a similar economy to the content they produce and focus on producing the very best stuff in the very best way they possibly can.
Keep things simple. Business—like life—can be complicated. Products can be involved or seem impenetrable. But your content should deconstruct the complex to make it easily understood: Lose the corporate Frankenspeak and convey what you want to say in human, accessible terms. I first learned this from my journalism professors: Assume the reader knows nothing. But don’t assume the reader is stupid.
Think visually. The visual Web is the norm—so consider how you might add visual elements to any story you tell.
Most web development companies will install Google Analytics on your website. However, if you put your website together or you had a novice web developer do it, you may need to get Analytics on there. Here’s how to tell.
As a rule of thumb – if your website is not responsive, anything over 25%, time to go mobile.
Are you targeting the right people? See where people come from who visit your website.
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