This document summarizes a 2018 DIY marketing workshop for home improvement contractors. It includes an agenda with topics on DIY marketing ideas, Q&A, and a speaker introduction. Digital marketing has changed with more devices used and an integrated strategy is now necessary. The workshop provides 5 easy DIY ideas including updating your Google My Business profile, getting reviews, creating and sharing content, getting local links, and analyzing digital marketing data. It emphasizes the importance of consistency across online platforms and maintaining a fast, optimized website.

1. 2018 DIY Marketing Workshop for
Home Improvement Contractors

2. 2
Why We’re Here
Meet the team
Discussion on DIY marketing ideas
Q&A
Stay tuned in till the end…
...One lucky attendee will be
awarded a Google Home Mini!

3. 3
Meet Your Speaker
Bob Sheehan
SVP, Brand & Customer Advocacy

4. 4
The Customer Journey Has Changed
Searches
“Home contractor
near me”
Reads
A few articles on how to pick the
best home contractor
Emails
a friend for the name
of the contractor they
used
Visits
A few review sites
to check out their
reputation
Searches
for the top rated
contractor’s website
Calls
the business
Remarketing
sees an ad on
Facebook
Display Ads

5. 5
Digital Marketing & Devices Used: Then
THEN
YOUR WEBSITE

6. 6
Digital Marketing & Devices Used: Now
THEN
NOW
YOUR
WEBSITE

7. 7
As a Result, an Integrated Strategy Becomes Necessary
Does your digital
marketing strategy
touch all of these points?

8. 8
5 Easy DIY Ideas to
Get More From Your
Digital Marketing

9. 9
Update Your
Google My Business
Profile
1

10. 10
Brand Name Search
Google is GIVING you this
space...IF you follow the rules

11. 11
Google My Business is Your “Digital Anchor”
Show up when customers
search for your business on
Google Search and Maps
● Post updates to showcase what’s new
and share seasonal offers
● Add services offered
● Respond to direct messages to build
loyalty
● Create a unique appointment URL
● Add photos to highlight what makes
your business special

12. 12
1. Add Picture
2. Add Message
3. Add Link
4. Choose Button Type
Create Google Posts
● Get FREE views
● Important content, promotions, events

13. 13
Set Up Your Services List
Allows you to add a whole
menu of services you provide
right within Google My
Business
Categorize your services, add
descriptions, and including
price is optional
Currently displays only on
mobile searches for your
business

14. 14
SurefireLocal.com 14
● Mobile only
● Google measures & reports
how quickly you respond!
Messaging
● Google says Hi
● Business says Hi
○ Customize your opening
message
● Begin text conversation

15. 15
SurefireLocal.com
Appointment Link

16. 16
16
Add Photos

17. 17
Get Reviews
2

18. 18
Wisdom of Strangers
84% of people trust online reviews as much as
personal recommendations
90% of consumers read less than 10 reviews before
forming an opinion about a business; 68% do so by
reading just 1 to 6 reviews
59% use 2 to 3 review sites before they make a
decision about a business

19. 19
A positive reputation is one of the
most powerful marketing assets a
business has to convince new
customers to contact them

20. 20
Can you
afford to lose
9% of your
business?
Businesses with two
negatives on the first
page of search results
risk losing 44% of its
customers

21. 21
Map Presence: Note the Importance of Reviews

22. 22
A Simple Approach to Get More Reviews
● Step 1: Establish a proactive strategy
● Step 2: Set responsibility
● Step 3: Educate and train
● Step 4: Send requests to customers
● Step 5: Engage and follow up
● Step 6: Set up alerts for new reviews
● Step 7: Share positive reviews on your website,
social media, marketing materials, etc.

23. 23
Create & Share
Content3

24. 24
Create and Share Content That’s Valuable
Create content that answers questions your customers
are searching for on Google each and every day
The more content you create, the more often your site gets indexed by
search engines ---- leading to a rise in rankings
● Create service/product specific pages on your website
● Add a photo gallery to your website
● Publish monthly blog articles
● Update your website with monthly offers

25. 25
Showcase Your Services

26. 26
Showcase Your Excellent Work in a Photo Gallery

27. 27
Showcase Your Expertise & Knowledge with a Blog
Create, approve,
manage, and publish
new content to your
website
Education is key

28. 28
Where do
you share
content?

29. 29
Earn Local Links
4

30. 30
Get Involved Locally
● Shows
● Fairs
● Events
● Little League teams
● Chamber of Commerce
● Local newspaper

31. 31
Local Links Boost 2 Key Ranking Factors
LOCAL
SEARCH
RANKING
FACTORS
Recency
Relevancy
*Proximity
*Prominence

32. 32
Dig Into the Numbers
5

33. 33
“Half the money I spend on advertising is
wasted. The trouble is I don’t know which half.”
John Wanamaker

34. 34
Google Search Console

35. 35
Find Keywords

36. 36
Google Analytics

37. 37
SurefireLocal.com 37
Get expert analysis of
your digital marketing
and recommendations
when you join a
Surefire team member
for a one-on-one call
Choose one:
● Tuesday
● Thursday
● Please email me to
schedule a private call
Quick Water Break!
Missed answering the poll?
Send an email to
marketing@surefirelocal.com

38. 38
5 Digital Marketing
Activities You Likely
Can’t DIY…
that are critical to
your online presence

39. 39
Manage Structured
Data on Your Website1
DIY

40. 40
Managing Structured Data on Your Website

41. 41
Managing Structured Data on Your Website

42. 42
Managing Structured Data on Your Website

43. 43
Google Search Console: Location Signals

44. 44
Managing Structured Data on Your Website

45. 45
July Deadline for HTTPS

46. 46
At the End of the Day...
Paid Search
Organic SEO
Your Goal
To create an integrated digital
marketing strategy that gets your
business to appear in ALL 3 sections
Local SEO
LOCAL
SEARCH
RANKING
FACTORS
Recency
Relevancy
Proximity
Prominence

47. 47
Ensure NAP Consistency
Across Your Entire Digital
Footprint
2
DIY

48. 48
NAP
Your business name, address, and phone number MUST be on
your website & online directories
● Each occurrence of your NAP must be correct and the same
● Major Google ranking factor
● Incorrect & inaccurate NAP confuses Google, lowers your rank

49. 49
Does Your Online Presence Look Like Your Offline Presence?

50. 50
Does Your Online Presence Look Like Your Offline Presence?

51. 51
Location Matters
● Actual Address Only
● Only one GMB listing per
location
● Must look like the real
world
● Get the category right
● Set the Radius
Do NOT:
● Set these up for places
where you’d LIKE to do
business
● Set up duplicates
● Set these up for PO boxes
or non-physical location

52. 52
Location Matters
Services Area Pages
● Unique content
● Natural, helpful
content
● Start small and
make sure these
pages get into the
index...then add
DON’T:
● Dupe content
● Use unnatural
language- write
for the visitor, not
the search engine.

53. 53
Properly Organize Your
Website’s Content3
DIY

54. 54
Think of Your Website Navigation Like a Restaurant Menu
Make it easy for people to find
what they seek...clearly display:
● Your name and logo
● Navigation Menu
● Phone Number
● Contact/Consultation Form
● Services Pages
● Gallery
● About Us
● Reviews & Testimonials
● Resources / Blog

55. 55
Maintain a Fast &
Optimized Website4
DIY

56. 56
Maintaining a Fast & Optimized Website
Source: Google Webmaster Central Blog: “#MobileMadness: a campaign to help you go mobile-friendly” (posted: Monday, April 27, 2015)
Encountering unplayable videos
Getting redirected to the homepage
Waiting for slow pages to load
Being shown interstitials
Other
14%
13%
16%
11%
“What do you dislike the most when browsing the web on your
mobile device?”
46%

57. 57
Proprietary + Confidential
53%
of visits are abandoned
if a mobile site takes
longer than 3 secs to load
Source: Google Data, Global, March 2016.

58. 58
Mobile-Friendly Test

59. 59
Accelerated Mobile Pages (AMP)

60. 60
Analyze Performance in a
Consistent Way5
DIY

61. 61
Tools You’re Likely Using Already
● Google Analytics
● Google My Business
● Google Search Console
● Google Webmaster Tools
● Social Media Insights

62. 62
Where
Do You
Start?
So many
options, how do
you find the
best tools to
help your
business grow?

63. 63
How do you know when it’s time to
seek help?

64. 64
When is it Time to Seek Help?
Well, would you recommend
to your clients that they….
● Replace their own roof
● Replace their own siding
● Install new windows
● Remodel their bathroom
● Remodel their kitchen

65. 65
The same is true when it comes to
digital marketing

66. 66
You very well could do all of this yourself...but is
that the best use of your limited time?
Training MaintenanceExecution Cost v. ROI

67. 67
What If You Could Use One Tool to Manage All Your
Digital Marketing?
● Website Traffic
● Local Search Ranking
● Lead Attribution
● Average Star Rating
● AdWords metrics
● Social Media metrics

68. 68
And Work with a Marketing Partner Who Understands
Your Business...

69. 69
Get expert analysis of
your digital marketing
and recommendations
when you join a
Surefire team member
for a one-on-one call
Choose one:
● Tuesday
● Thursday
● Please email me to
schedule a private call
Missed answering the poll?
Send an email to
marketing@surefirelocal.com

70. 70
Q&A
Hey Google, who is the
lucky winner?
Today’s winner of the
Google Home Mini is…

71. 71
Join Us On Our Weekly Webinars!
Thursday, April 26th
at 4 PM EST
with Kelsey Coleman
Director of Communications &
Public Affairs at BBB
Check out all upcoming & on-demand webinars at surefirelocal.com/webinars
Reputation, Ratings & Reviews:
A Simple Approach to Winning
Homeowners’ Trust

72. HARDWORKING MARKETING
FOR HARDWORKING PEOPLE
SurefireLocal.com marketing@surefirelocal.com @SurefireLocal
Thank you!