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facebook messenger marketing & chatbot
Facebook Messenger Marketing For Contractors: Using Chatbots To Boost Your Sales Pipeline

Communication has shifted. This might seem like a cool thing to say at a cocktail party for an internet entrepreneur, but for most business owners, it ought to be a wakeup call that Facebook Messenger Marketing for contractors can bring more business and revenue.

You can’t afford to get left behind. You have to stay informed about your customers. Over the previous ten years “maintaining” has resulted in the universal adoption of email marketing, search engine marketing , and social media marketing .

facebook messenger marketing for contractors with chatbots

Your audience has adopted messaging platforms along with your business has to make the jump. The ones that do this early will reap massive rewards.

A decade ago, the price to acquire a skilled email marketer could be done pennies on the dollar, and email engagement was a hell of a lot higher than it is now.

Fast forward to current times, and this exact same opportunity has presented itself again. It’s now time to take the leap of faith and cross the barrier of the unknown.

Contractors who don’t will resemble the those STILL buying advertisements in the classifieds section of the regional newspaper.

Facebook messenger is the fastest growing channel in the world which means for business owners in Home Improvement need to take notice of this channel to improve revenue.

With 1.3B consumers, it’s already bigger than Instagram, Twitter, and Pinterest combined. It is also the sole channel of the size that is not saturated yet.

Even when you already know the opportunities posed by messaging programs, we’ll get to this in a little, hold your horses, it could be somewhat perplexing. How do businesses engage with clients in this new messaging platform where purposeful dialogue is held?

Chatbots are the answer for Facebook messenger marketing for contractors. While great for client service, they’re excellent for promotion. Having a little forward thinking, Chatbots and messaging programs may develop into a tremendous sales channel for home improvement service contractors.

facebook messenger marketing for contractors

Why You Need to Use Facebook Messenger Marketing For Contractors + Chatbots

You could be asking yourself why I’m so pumped about Facebook Messenger Marketing for Contractors & Chatbots? The brief answer is that folks love Facebook Messenger plus they prefer to socialize with both brands and friends around the world on it.

We sometimes speak with those who say things such as “nobody utilizes Messenger”, or “I really prefer my Gmail Promotions Tab”.

Listen, these individuals are the ones that are last to know, last to show.

Look at Facebook Messenger’s growth chart for instance. It is growing like mad!

Facebook Messenger Marketing for contractors Using Chatbots to Amplify Your Sales Pipeline

Should you throw in WeChat, WhatsApp, along with other popular messenger platforms, then you get a huge untapped marketplace of possible clients.

But wait, there is more! You still have a chance to become an early adopter, contemplating much fewer than 13.5% of all businesses have made the discovery and implemented the use of chatbots on messaging platforms.

While the majority of other channels confront declining engagement and increasing advertising costs because of saturation, Facebook Messenger marketing for contractors is merely getting started.

Not sold yet? Here’s a few more advantages:

  • Messenger is one sided in the scale of one-to-many
  • It’ll shorten your sales cycle by answering inquiries and overcoming objections

The Way We Use Chatbots For Facebook Messenger Marketing For Contractors

We’ve assembled Chatbots to address many distinct issues. From helping clients select the ideal size electric skateboard to shooting leads with webinars as an outcome magnet.

Our Chatbots are fantastic for delivering content! Bid farewell to heavy dependence on email marketing.

Nevertheless, there are 3 main types of Facebook messenger chatbots we prefer to build for contractors:

  1. Lead Generation & Collection: These chatbots are great at conducting traditional contractor lead magnets such as webinars, giveaways, event, white papers, and turning those cold prospects into warm leads.
  2. Bottom of Funnel Retargeting: We love using chatbots to promote coupon codes and other various offers when running retargeting campaigns.
  3. Conversion Rate Optimization: A well constructed bot helps to answer questions, overcome customer objections, match them with the right product, and most importantly conduct sales.

Here is a good illustration of method #2 above. It is a voucher bot we assembled for bottom of funnel retargeting. The user clicks a Facebook advertisement and can be taken straight to Messenger, initiating the chatbot experience. Here is where things become interesting.

This took a 5.6x life ROAS around 48.2x less than a month!

Facebook Messenger Marketing for contractors: Using Chatbots to Amplify Your Sales Pipeline

The Results

  • 48.2x Return-On-Ad-Spend (up from 5.6x)
  • 1133 Percent Conversion Rate Boost

We have seen some mind-blowing consequences from Chatbots.

  • 80% available prices for broadcast messages (!)
  • 30-40% Nominal rates (4-10x email Advertising averages)
  • 5x the quantity of content downloads and event registrations
  • Greater conversion rates by relieving funnel bottlenecks
  • Greater AOV & Client LTV using upsells
best practices in the mobile age
Video Content Marketing Best Practices in the Mobile Age

It is not shocking that movie usage is becoming standard practice; particularly in respect to the social plans of small and huge businesses. Video content is being absorbed in a huge rate today over. Studies indicate that video content, particularly on social networking channels such as Facebook, have higher engagement and are typically more powerful than just one picture or picture carousel, and more engaging than the times of standard imagery.

If video isn’t part of your online marketing strategy then you need to come up with a way to utilize it so as to stay competitive and relevant. Do not confuse what I am saying here about using video content to improve your advertising campaigns on the internet to imply you will have overnight success.

Here is a few of things to think about when creating videos that will improve your content marketing efforts.

Video Content Marketing Best Practices in the Mobile Age

Video Length

Since it stands, among the most important factors you want to take under account while filming is your length of your video. Keep your content concise and short with a transparent message and call to actions. Nowadays, everybody has a brief attention span or has somewhere to be. Remember that with social platforms such as Facebook users may quickly jump through content that they’re not interested in viewing. This applies to both natural content published by their social networking or friends in addition to paid video content published by us electronic marketers.

Normally, the most successful videos on Facebook have an average run time between 30 and 60 minutes. One minute is lots of time for you to get your message across, and if you can not you have to think of means of simplifying it. It sounds like a small amount of time, but this is more than a lot of time! Studies suggest that 92 percent of individuals use Facebook on the mobile smart device so they are probably not stationary. Taking that into consideration, you basically only have users attention for a quick 3 to 10 seconds so you better make the first 10 minutes count.

Video Content Marketing Best Practices in the Mobile Age

The 1st Ten Seconds Matters Most

The first ten minutes of your movie would be the most significant as a way to hook our target audiences focus so that they’ll watch the remainder of the video, not jump it to another. As I’ve mentioned, your target market is more than probably on their cellular device so they are more than likely on the transfer or brief time. The first 3 moments is the sole chance to catch their attention and pose some kind of call to actions.

Now the actual question is how can you catch the attention in this brief quantity of time? It is simple once you’re in a position to become clear, succinct, relevant and appealing. You need your intended audience to know that you are and exactly what the movie is all about instantly; thus be up front without being overly pushy. You want your audience to really need to look at the content after all. All this ought to be completed within an innovative and engaging manner so consider your intended audience, your business, and intentions and then take it from there.

Video Content Marketing Best Practices in the Mobile Age

Sound or No Sound?

I shall say it again, and again later within this informative article; your audience is most likely onto a mobile device.

Because of this, you wish to maximize your audio content to be as powerful with no audio as it is with audio. Why can you do so and how does this link to cellular? Allow me to clarify; in case your audience is about a mobile device someplace out in people, on the bus or train, or at the workplace, they most likely don’t need to have the sound of this movie blasting out for everybody to listen to.

On the reverse side, perhaps their environment are too loud to listen to the sound like a railway stationspa, or even out on the road. In any event, having the ability to communicate meaning without audio will make your movie that much more successful. Your movie should have some kind of captioning that communicates the message in a succinct manner with no too text heavy.

Conclusion

  • The very best video span for participation 30 to 60 minutes on Facebook
  • People are able to quickly jump through your content.
  • The commencement of your movie has become easily the most crucial, so make it count.
  • You’ve got 3 to 10 minutes to catch the viewer’s focus and include any sort of CTA.
  • You only have 3 minutes.
  • Be clear, concise, relevant and appealing on your messaging and content.
  • Optimize video content to work with no audio.
  • Individuals using Facebook via cellular device 92 percent of their time.
martech-stack
Let’s Build a Badass MarTech Stack With These 13 Awesome Apps

Let me guess, you still believe that your marketing technology – MarTech stack – is king of the jungle, don’t ya? Dude, let go of 2017, that was so last year, times have changed.

Let me guess, your customers are dropping like flies out of your once bullet-proof funnel. Total site engagement is drowning in terrible CTRs and high bounce rates. And you’re client is threatening to pull the plug on you if you don’t turn this around, and like NOW!

So, how can you turn this all around and do it before the final buzzer sounds?

Ah, so glad you asked! It lies with having a better MarTech stack. If you aren’t using a diverse set of marketing tools to help you automate manual marketing processes, you’re likely falling behind. Like, way, way behind.

Marketing Agencies everywhere are desperate to find the latest and greatest ways to identify and engage their customer base.

Maybe you’re wondering why your team can’t find more customers? There’s reason. It’s because your MarTech stack needs a major facelift. The type of upgrade that’ll help you better serve your customer needs and enable an easier and more streamlined onboarding process.

Like a valley girl without botox, a business in 2018 without a proper stack is showing its true age.

But with over 5,000 MarTech options available, finding the right tools for the job can be daunting.

Luckily, I’ve got your back.

Martech stacks are key to streamlining your marketing campaigns in the modern world. With so many options to choose from, it can often be overwhelming. Today, I’m going to show you how to build your next badass MarTech tool stack so you can show the world what you’re made of.

Let’s Build a Badass MarTech Stack With These 13 Awesome Apps

martech-stack-salesforce

1. Salesforce

Managing customer relations is key to growing your business.

It’s 5x less expensive to keep an existing customer than to sell to a new one.

But upselling and reselling to existing customers presents a big challenge.

Just because someone bought from you once doesn’t mean they’ll do it again or stick around forever.

You need to manage and nurture the customer relationship.

When it comes to that, Salesforce continues to steal the CRM “best in show” — and with good reason.

It recently topped Fortune’s list of 100 best companies to work for in 2018 and has been able to retain consistent growth behind its experienced leadership.

What’s their secret to being the biggest SaaS shark in the ocean?

It’s one of the most customizable CRMs out there and has been battle-tested for nearly two decades.

It has integrations for just about every use case with it’s AppExchange being second to none.

martech-stack-salesforce-appexchange-home

With AppExchange, you can find, locate and utilize different applications like you would plugins on WordPress.

Businesses of all sizes use it and love it.

Whether you are a mom-and-pop shop getting started or a large enterprise org, Salesforce has seen your use case before and has a solution.

Dashboards are full of comprehensive data that you can use to build customers from small lifetime values to high lifetime values.

martech-stack-salesforce-dashboard-leads-data

Salesforce is king when it comes to customer relationship management.

2. Hootsuite

When it comes to social media, today’s consumer is everywhere.

In fact, the average consumer has seven different social media accounts spread across multiple platforms.

While that presents an opportunity in the form of reaching new customers with multi-channel strategies, it also creates an internal nightmare when it comes to managing it.

Posting, liking, commenting and engaging on seven platforms? That’s a full-time job.

But not when you take advantage of platforms like Hootsuite.

martech-stack-hootsuite

Hootsuite is a necessity for managing your social media presence.

While Facebook Advertising is primarily about “speaking” to your customers, Hootsuite should be used to “listen” and engage.

Of course, finding a way to listen to multiple channels at the same time is difficult. Hootsuite solves the problem by managing all your social channels in one place.

By using a unique dashboard to monitor unlimited streams from all the social media channels your team uses, you can schedule, optimize and interact with consumers in just minutes on any platform.

With integrated analytics dashboards, pulling up reports for your marketing and sales teams is easy.

Connecting to diverse content systems beyond social, you can pull up free stock images to aid your social campaigns:

The platform is decked to the fullest, helping you manage social media with one tool in a sector that normally requires multiple.

3. Google AdWords

Reaching new customers is key to scaling your business.

And there’s possibly no better place to do that than advertising with AdWords.

Despite Facebook’s massive growth, Google AdWords is still the most widely used advertising platform in the world.

martech-stack-adwords

In fact, getting certified in AdWords is seen as a necessity for most entry-level digital marketing professionals.

While most people are interested in Facebook, here’s why you should keep AdWords in your toolbox:

AdWords packs a punch in the form of intent.

If cleanliness is next to godliness, then intent is next to customer acquisition.

On platforms like Facebook, people aren’t there to see ads or find products. They are engaging with friends, family, and funny videos.

But on AdWords, people are actively searching via keywords to find solutions to their problems:

martech-stack-google-search-results-local-3-pack

They want help ASAP. So you can virtually skip the typical funnel process and get down to selling.

On top of intent, AdWords packs reach. Google handles over 40,000 searches every second.

Not to mention over 3.5 billion each day and 1.2 trillion each year.

With AdWords, you can also advertise on YouTube, a platform with 1.5 billion monthly active users who watch more than an hour of content daily.

In terms of support, you have access to dedicated account managers that will help run and optimize your campaigns.

The dashboard is extremely easy to use, too.

With diverse demographic targeting and custom audiences, you can reach users with Facebook-like specificity.

AdWords is the bread-and-butter of PPC advertising and will continue to dominate with its massive user base.

Add it to your stack and get your piece of the pie today.

4. Optimizely

Running tests is critical to finding success. Whether in product creation, marketing development or sales.

Test and test again.

But when most A/B tests fail, you often can’t rely on your own, basic marketing tests to provide statistically significant data.

Let Optimizely take your experiments by the horns to stay ahead of the competition.

martech-stack-optimizely

Test against your assumptions to build better campaigns that capture more users and increase retention.

People will think you became a guru overnight.

There are a number of ways you can impress your team with Optimizely.

Use Optimizely X, and you can experiment across “every device, every channel, and every customer touchpoint.”

martech-stack-optimizel-x

With unlimited users, you can easily collaborate with anyone to build dashboards that will make your executive team happy.

Show the world your technical prowess by empowering developers to support your optimization marketing tech.

Optimizely powers optimization and testing for some of the largest companies on the planet for a reason:

It simplifies testing and provides accurate, effective results.

5. Crazy Egg

Every marketer thinks they understand their customers. Their pain points, wants and needs.

But when it comes to driving sales, do you know how the user experienced your site? What they loved or hated?

Unless you are using a heat mapping tool like Crazy Egg, you likely don’t.

martech-stack-crazy-egg

Crazy Egg is known as a heatmapping tool that provides an X-ray of how visitors are interacting with your site.

They were one of the first in the space, and remain the top player for a few main reasons.

With Crazy Egg, you can see which part of your pages users click on the most, where they are spending the most time (on a per-page basis), and what areas are being completely ignored.

They offer four different views, but Heatmap and Scrollmap are where it’s at.

martech-stack-crazy-egg-heatmap

Heatmap allows you to see where users are clicking and Scrollmap allows you to see where users are spending the most time (especially helpful for those of you producing long-form content).

martech-stack-crazy-egg-click-plot-map

Crazy Egg allows you to A/B test different variations of pages so you can continue to make iterations.

Getting insights on how your users interact with you is invaluable for optimization. Quit your slacking and start using heatmaps.

Speaking of slacking…

6. Slack

Collaborating and communicating across teams and departments shouldn’t be a boring, tedious or annoying process.

And, it shouldn’t be an afterthought, either.

According to HubSpot, the more aligned your sales and marketing team is, the better overall growth you’ll achieve.

And that’s where Slack comes into play.

martech-stack-slack

With Slack, all of your team communication exists in one place. You can message individuals directly, create a group, and create Slack channels to keep conversations topical and organized.

Plus, they have integrations with EVERYTHING. GitHub, Trello, Dropbox, Google Drive, Heroku and countless other MarTech tools. The list doesn’t end.

Slack is where work gets done, and team communication stays fluid.

7. Marketo

Latest data shows that 91% of companies using marketing automation find it to be an integral piece of their marketing strategy.

The fact of the matter is, with so many channels and platforms available to marketers today, automation is necessary to thrive.

And Marketo is a powerhouse of automation designed for marketers by marketers.

martech-stack-marketo

If you’re in B2B and want to get an idea of how your prospects are interacting with all your marketing channels, Marketo is the wingman you’ve always wanted.

Built on the same core platform as Salesforce, Marketo is a necessity for any team running multiple channels for customer acquisition.

With an easy-to-use modular system featuring marketing automation, consumer engagement marketing, real-time personalization, and marketing management, you can customize everything for your specific business needs.

Marketo is designed for scaling businesses.

The platform allows you to clone entire programs such as landing pages and email marketing, so you don’t have to create new ones as your grow.

Using advanced reporting to pull detailed customer analytics and then compare across channels, Marketo can integrate with just about any other MarTech tool you use.

Marketo is built for the power-user. For the marketing team that attacks multiple channels and needs heavy equipment to get the job done.

8. AdRoll

AdRoll arrived on the MarTech scene as a retargeting platform but has since transitioned into a full-funnel DSP (demand-side platform).

What does this mean? AdRoll allows you to attract new customers to your site, convert site visitors at scale, and continue to maintain a relationship with your existing customers.

Programmatic marketing has gotten some flack recently, but the numbers don’t lie:

There is a reason AdRoll has over 30,000 customers (well, there’s at least 30,000 reasons).

And what AdRoll is working on in the future is even more interesting.

AdRoll plans to focus more on incrementality utilizing big data and machine learning to get a complete sense of which ads are actually causing customers to make a purchase.

They are building out an account-based marketing solution and are poised to become a market leader in the space.

Take their access to over 300 ad networks and exchanges, add an advanced bidding tool, and layer in very specific customer data from Bombora.

That’s a recipe for potential success and more money in your company war chest.

Their account management is second to none. For mid-market companies, you will not get the same level of customer service from Google or Facebook.

Want a platform to help grow and nurture customers? Look no further.

9. Sprinklr

CXM, or customer experience management, is the audience engagement need for your MarTech stack in 2018.

Have you heard the maxim, “People don’t care what you know until they know that you care”?

With CXM, that core idea rings true. Engaging with your audience is an absolute must-have for creating a dialogue about your brand.

Sprinklr makes this easier than ever to put into practice.

Their CXM platform gives you complete control over the customer experience.

Pull over 25 social channels into a unified platform. Reach and listen to all your customers in one place.

Add context to data pulled from other platforms, like your Salesforce CRM.

Schedule your campaigns and monitor results with ease.

Leverage Sprinklr’s app marketplace to make the most of your CXM data.

With diverse integrations, you’ll be able to connect Sprinklr to any other tool in your stack.

10. MailChimp

When it comes to email marketing, there are countless platforms available.

But starting out with your first platform can make or break your success.

Some cost a fortune, and others are meant for top-level companies.

Thankfully, MailChimp exists, allowing any company of any size to start an email marketing campaign in just minutes.

With powerful analytics dashboards, you get clear data on your campaigns without vanity metrics:

Using a drag-and-drop email building system, you can get campaigns established fast with the look and appeal of a high-tech, high-cost platform:

The fact is, email still reigns supreme in 2018.

Email is still one of the most influential information sources for B2B audiences.

On the B2C side of things, welcome emails generate 320% more revenue than general promotional messages.

If you aren’t capitalizing on the opportunities to maximize revenue from your email marketing… well, then what are you doing?

MailChimp makes it easier than ever to build automated campaigns for drip funnels and promotional marketing, with templates that make the process a breeze for you and your team.

You can quickly split your audiences into lists for optimal campaign performance.

As with most MarTech tools, it integrates with just about every app on the planet.

My personal favorite tactic is using Gleam to build a competition, then leveraging automation in MailChimp to convert those participants into customers.

All that’s left to do is sit back and watch yourself win.

11. Wrike

Keeping everyone on the same page is just as vital as getting your MarTech stack working overtime.

Ensuring that every team is interconnected, working together and sharing information isn’t easy.

Especially when teams are hard at work.

And that’s where Wrike comes into play.

wrike is leading work management solution to streamline workflow in marketing technology automation stacks

Wrike has an advantage as one of the leading productivity management platforms in the world.

When your MarTech needs to stay on track, count on Wrike to keep all your campaign tasks organized.

Wrike helps you to test workflows before launching them into campaigns and manage communications across members of your team.

In addition to a robust free trial and extensive documentation to get you started, Wrike boasts a library of integrations — including some of the market-leading MarTech tools.

wrike marketing automation for your 2018 martech stack

Wrike is perfect for businesses that get work done and need to share that work across various departments and teams.

Integrate it into your marketing stack for streamlined communications and efficiency.

12. Zapier

Say you need to connect your Kissmetrics campaigns to reports to Crazy Egg, and then email those reports to your supervisor at 4:00 PM on the dot?

Diverse, detailed and seriously precise marketing automation like that is hard to come by.

And that’s why Zapier is dominating the competition.

zapier is a martech tool that helps you connect your apps and automate workflows

Connecting anything to well, anything, is as easy as selecting a few dropdowns. Choose the apps you want to connect, create a hook, and voila — instant MarTech magic.

martech stack zapier in your tool kit

Zapier uses easy, customizable triggers and actions, you can connect any app in your stack to run highly specific tasks.

Once you’ve set it up, you simply let it run in the background, automating most of your daily tasks that kill your time.

13. SERPs

SEO has changed dramatically in the past ten years. In fact, Google makes updates to their algorithm nearly 600 times each year.

That’s more than once a day.

Staying up-to-date with SEO is crucial, and there is perhaps no better way to know who is outranking you on specific keywords than SERPs.

SERPs.com is an awesome tool to use in your 2018 Martech stack

SERPs is the one-stop shop for competitive SEO insights. Your SEO is never good enough in today’s algorithm-shifting world.

Until you hit #1 ranking for every targeted keyword, there is always opportunity to improve your posts. SERPs is a great tool that helps you go above and beyond plain old research to deliver actionable insights about your competition.

keyword research tools is a must in your marketing stack

When researching their Google ranking index or keyword research database, you can gather insights on which keywords competitors are targeting, campaign costs against those keywords, and SEO rankings for specific landing pages or blog content.

Stop doing keyword research with sub-par platforms or directly on Google.

Integrate SERPs to get the benefit of keyword research and competitor research in one.

Bringing it all together

Building a MarTech stack is a complex problem.

You have over 5,000 options to choose from with a very specific budget and a list of requirements.

Want to hear some good news? You’ve already done the hard work. Finding the right resources is half the battle.

The other half of the battle is getting your knowledge to align with actions.

You are the glue holding your MarTech stack together. Without your decisions, there is no marketing ROI for you and your team.

You still need to bring everything together to ensure your team can make the most of this powerful MarTech tool stack.

First, ask yourself these two key questions.

What are my immediate goals?

Your initial answers to this question led you here, so it may be time to really look into what you’re doing and why you’re doing it.

In marketing consulting role at a SaaS company last year, the company spent around $10k on LinkedIn Ads that only converted 0.1% of users who clicked through. In some companies, this is a campaign that can put you out on the street and end your career.

You know what our team did instead of stressing about the results? We doubled down with a clearer objective and used the data to narrow our focus. Undoubtedly, the initial goal of converting 1% of user click-thru’s was too broad and really only works if you’re offering real value and understand why your content is valuable. We didn’t yet at that point.

We were trying to sell ourselves without telling a story, and our prospective customers could see right through it. So what did our new goal become?

“Convert 1% of user click-throughs and increase total ad clicks by 5,000.” Then we were prioritizing context as well as optimization.

 

Bringing this back around to the finish line, your goals are the hidden driver for your MarTech stack.

Understand your why and be clear about how each MarTech tool guides you toward success.

Where are you going to achieve a greater ROI?

The trick is actually more simple than it may seem. You’ll generate ROI when you test assumptions and land in the right place at the right time.

With measurable and actionable results, you tell a more informed story about your customers. A better story leads to better experiments. Before you know it, your marketing machine does all the heavy lifting for you.

For example, your life is easier when you put the majority of the load on your MarTech stack.

With Kissmetrics, for instance, it’s easy to analyze, segment, and connect your marketing automation in a single platform.

martech stack or marketing stack needs to be engaging

Your MarTech tool stack is the key to achieving successful ROI in your marketing efforts. Without it, you’re Captain Ahab in the ocean minus a paddle and spear.

Conclusion

Martech stacks are key to streamlining your marketing campaigns in the modern digital world.

With so many options to choose from, it can often be overwhelming.

For your average mid-market company, a Martech combination of Kissmetrics + Crazy Egg + HubSpot + Google + Facebook may be all you need to succeed.

Even startups can benefit from this martech stack.

Enterprises can combine these tools and more to achieve even more growth.

With the addition of Sprinklr and other CXM tools, every channel becomes a potential revenue stream.

Now, go forth, build your own MarTech stack, and show the world what you can do. If nothing else, it’s one helluva learning experience and a great way to build up your traffic.

Contractors Guide to Google My Business Listing

What is Google My Business?

Google My Business (GMB) listing service was developed and launched by the search engine giant Google, in 2014. Google My Business for contractors has quickly established itself as one of the dominant online local business directories mostly due its tight integration in Google Search and Google Maps. Any type of home improvement business, large or small, absolutely should create a Google My Business Contractors profile to manage their information and optimize their local SEO ranking.

Contractors that have a brick and mortar storefronts can update their store hours, address, and contact information to provide the most accurate and up-to-date information for customers to use that search in Google.

An example of this would if you are needing gas, but left your wallet at home and only had your phone which had Apple Pay and needed to find the closest gas station that accepted one of those payment types. So you open up your Google Maps App and select gas stations from the menu options.

Contractors google my business

 

The search returns several gas station listings from which you now have to select the closest gas station to you, which accepts Apple Pay, to fill up and avoid running out of gas, for the 4th damn time this month.

 

Small Business contractor Guide to Google My Business Listing Used on google maps app

Now you simply click on each of the gas station results until you find a listing that accepts Apple Pay.

Google My Business contractors Listing on google maps

 

Bow that you’ve found a gas station in google maps that has the “accepts Apple Pay”.

 

Google maps app contracting listing Apple Pay Google My Business Listing

 

Now you just have to activate the map directions and drive to the location.

And I will throw this in, just because a business lists as accepting Apple Pay doesn’t necessarily mean they actually do take it. Ran into that problem a week ago, hence this blog post.

 

Gmb contractors listing

Why is it important?

Just like in the example above your customers will use Google Search or Google Maps at different points in their buying cycle, whether they are looking for more broad information on things like “attractions to see in Orlando” to more specific requests like your business name or “Wawa near me”.

Your local contracting business is indexed and displayed to internet users based on the information Google has on file. If Google has accurate and updated info on your business then it will be able to do its job of matching the users search queries with your business based on relevancy and proximity.

Brand Search vs. Non-Brand Search

Branded Search and Non-Branded Search are both equally important, and Google My Business has a major coordinating role in the search visibility of these 2 types of searches.

Search Engine Optimization (SEO) is more complex than simply ranking your business on Google My Business alone, but by optimizing your contractor Google My Business page m, Google will have more accurate information on your home improvement business category and association with your contracting website to assist with non-branded keyword searches.

Brand Search refers to your business name, and variants of your business name.

Example 1: “Marketing Media Wizard Contractor Digital Marketing Agency

Variant 1: “Marketing Media Wizard Home Improvement SEO

Variant 2: “MMW Contractor Marketing

Non-brand search refers to a more broad-based search, made up of search phrases that are relevant to your business.

Example: “Contractor Digital Marketing Agency

Example 2: “Contractor SEO Experts

Google My Business contracting listing

Starting Point With Google My Business

By using the same Gmail account for all your Google products such as: Google My Business, Google Analytics, Google AdWords, and any other Google products will help you to stay organized, and link them together, as all of these products work in tandem.

With our Google Account, we can check to see if a Google My Business page already exists for your business. Sometimes GMB pages will be automatically created if Google can see other social media profiles or your business information on trusted websites like business directories.

The example below displays an unclaimed Google My Business profile from Kokanee Park Marina. By clicking the “Own this business” text link in the profile, you will be able to claim the page, verify it by phone or postcard, and begin updating and making changes to the page.

Unclaimedc contractor google my business listing

Note: sometimes adding “google plus” or the city to your business name in your search query may help discover your GMB knowledge panel. 

If your Google My Business Contractors page does not exist yet, you can create a new one by clicking here.

Bulk editing for multiple contracting business owners in your google my business listing

Bulk Verification for Franchises & Multiple (10+) Location Business Owners

Google My Business allows you to bulk verify, and organize your store locations in a Business Account folder. Google will provide a spreadsheet template to collect all locations for a bulk verification submission. We have helped clients with this migration, and more information to start this process can be found here

Once all your locations are claimed and verified, you can assign a store code to each location and make bulk changes to the store hours, cover image, business category and more.

Multiple contractor locations is easily handled in you google my Business listing dashboard

Optimize Your Business Location Page

Now that we have a verified page (or pending via sent postcard) you can begin filling out the profile with useful information to improve the quality of this page. Start with the “info” tab and check to make sure all your business information is correct. Under the “photos” tab you can upload you business logo, profile and cover photo. These images are important for the less popular Google Plus, but they can also be used in your contractor Google My Business profile.

Claim Your Google My Business Contractor Listing

Reviews can be managed from the same Google My Business dashboard. If you have positive (or negative) reviews you really have to take the time to respond to all of them, in order to let everyone know that your business values customers one feedback and that you’re active on your contractor Google My Business page.

The Insights tab shows you how your Google My Business contractor listing is being used and its visibility in Google Search and Google Maps. Google refers to “Direct” and “Discovery” as the brand and non-brand search terms.

Google my business contractor  listing customer reviews you need to get

Generate a Sharable Review Link

The reviews your business collects on your Google My Business page are powerful for social proof and building trust with potential customers. Google treats reviews as a kind of 3rd party testimonial about anothers experience with that business , so encouraging your happy customers to leave a review on your contractor Google My Business listing is a win-win.

The best way to generate a review link for your Google My Business page is to find your GMB contractor page on Google search, and click the “reviews” linked text.

Contractor Google My Business listing Reviews

From there, click “Write a Review” and copy the URL in the address bar. This URL can then be shared in an email to your customers as a part of your follow up.

Note: your customers will need a Google (@gmail.com) Account in order to leave a Google review.

Example Review URL:

https://www.google.com/search?q=Grapevine+Restaurant+1055+Camp+Road+Lake+Country+BC+V4V+2H4&rlz=1C5CHFA_enCA721CA721&oq=Grapevine+Restaurant+1055+Camp+Road+Lake+Country+BC+V4V+2H4&aqs=chrome..69i57.223j0j1&sourceid=chrome&ie=UTF-8#lrd=0x537def7112150d03:0x9913e7c27521bfa0,3

URL a bit long? You can run it through  Bit.ly URL shortener by clicking on the link.

Now you have a sharable review link that looks like this:

http://bit.ly/MarketingMediaWizardGoogleReview

Create your own short URL to make it super easy for your customers to share their experience on your contractor Google My Business page. Some of our clients use this same practice in an automated email follow up or by reaching out themselves to make a request for a review.

Contractor google My Business

Google My Business will grow larger than what it is now.  

Google has designed Google My Business contractors to be easily self-managed by the business owner. New features are constantly being added, so keep an eye on your dashboard for them.

One new feature shows foot traffic to store locations. Any home Improvement contractors that see a lot of foot traffic might see the “popular times” information in the GMB knowledge panel. The popular times feature gathers location data from smartphone users who have opted-in to Google’s location services. I expect this type of real-time information to become even more common in Google products in the coming years.

Contractor google My Business page

don't beg for backlinks
Getting Backlinks Without All the Begging

Are you cranking out lots of high quality content articles but just not seeing the organic traffic resulting from it? The problem isn’t your ability to write compelling content but may be in the lack of other sites linking to your site, also known as backlinks. While search engine optimization (SEO) has slowly evolved, backlinks continues to claim top spot as one of the most crucial SEO ranking factors for your site to gain organic traffic.

Now while it may be the easier route, you need to stay away from getting involved in unreputable link building schemes. These types of schemes are known as black hat search engine optimization (SEO), and as a longterm solution has been shown to be ineffective in gaining traffic naturally from Google, Bing, Yahoo, etc.

The secret to obtaining backlinks in a consistent way, without having to beg for the backlinks, is to simply create unique content that others would want to link to.

So, the next time when you are considering various link building strategies, keep the ones presented below in mind as an effective strategy to grow your organic traffic.

1. New Research

New research and surveys is not always cost-effective, however sources like Hubspot already conduct research studies because they produce backlinks.

If you don’t have the time to conduct your own research studies, you can contact other businesses that research and whom also publish it in PDF formats. Just contact them and ask for their PDF and then you can write a quick blog article summarizing the findings in exchange for a link to their landing page where users are then able to download their report. You will receive plenty of backlinks, search and social traffic, even though the research data wasn’t originally yours. You’re simply citing their study of the data as your own summary. This is exactly what all science publications do day in, day out. They generate reports and summaries of recent research, and cite it in their publication.

When people are surfing the web they’ll see that it’s research paper, and they might want to check out your fancy new research article.

Furthermore, when you publish the data, contact any companies you’ve established yourself with that may be interested in sharing your content piece. Never hurts reaching out because even if you’re told no 99 times out of 100, that 1 yes makes up for it all.

2. Publish Longer Content

A lot of publishers are reducing their word counts and producing short content which contain few words. Here’s a great spot you can stand out against the crowd and earn backlinks simply by creating more content and give it out so everyone can consume for free.

You’ll have to find a useful topic that your audience is interested in, research the competitive landscape, then just create something a lot better. This could entail having to write 15,000 or more words.

3. Influencer Interviews

As we’ve all heard and known, influencer marketing is still the cool new kid at school. Most big companies want to creatively calculate how to get that next big celebrity to endorse their product. Or, to become business partners with a big celebrity or athlete.

Another strategy you might consider if you are in need of getting backlinks. This strategy involves conducting an influencer interview in order to obtain a useful nugget of their insight that would interest your target audience. If you don’t have any connections, you will just have to be a superstar at emailing and be a highly skilled and friendly people-person.

If you’re granted an interview, it’s essential that you come prepared with questions, and have the utmost respect for the influencers time. Most of them don’t have the time to chat for more than 10 or 15 minutes, so make sure you get in good questions to get valuable information from them.

You should then publish your influencer interview in a video format with a transcript attached. The transcript is important to getting the search engines to pick up what the video is on, since they cannot watch the video and determine how to index and display it.

4. Design an Infographic

Just about every marketing company has designed an infographic or two in order to get backlinks. The most tedius part of the infographic creation process is brainstorming a topic that is a relevant match for the infographic, and then drafting the corresponding content and graphs that go in the infographic. I’d suggest hiring a freelancer graphic designer on Upwork in order to alleviate the majority of the workload in creating this type of content piece. All you need to be focused on is coming up with an interesting topic, produce the content, and then let the freelance graphics designer do what they do best.

I’d highly recommend you adding an embed code to the infographic to make it easy for people to add it on their blog posts. Other websites may just download your infographic and place it directly onto their website. I’d suggest having your graphic designer add your logo to your infographic so that in the case you don’t receive the backlink, you will still get brand exposure.

When seeking to rank for a specific keyword phrase, you could add the keywords to the embedded code.

 

5. Design a Quiz

Just like designing an infographic, quizzes have been popular for years and still get a lot of shares. If you create one on your website, add an embed code, just like we did with our infographics and get tons of backlinks.

The quizzes you create should be fun, at a minimum, for people to complete. Your quizzes don’t necessarily have to be a strict knowledge test, they could be funny. Make sure to create something that would encourage people to self reflect, which makes this something that’s share-worthy with others.

6. Reach out to Sites that Point to Broken Links

Contacting the web master about broken link is a strategy called the Moving Man Method, which is technique for building quality backlinks with other relevant sites in your given niche.The key takeaway is to only connect with other high quality websites. Point to remember is that shady websites that backlink to your website is an issue. As crazy as it sounds, you are held responsible for other websites that backlinks to you. By removing, or disavowing these less than desirable websites that are backlinking to your site will greatly improve your backlinks profile and SERPs rankings

7. User Testimonials

If you provide a testimonial about a company’s product or service, it’s a win-win scenario for both you and the company. When you do this, the brand gets a free and authentic testimonial and you get your name on their website, hopefully with a link pointing to your website.

Make sure that when you reach out to these companies, you need to do so from a user of their product or service. You shouldn’t contact companies if you don’t use their product or service just to offer a testimonial.

8. Guest Blog Posting

Guest blogging seems to be most digital marketers preferred methods for gaining both backlinks and exposure. If you don’t have experience writing for blog, I’d suggest hiring a ghostwriter. The price to outsource this will typically cost between $300-$500 for original content that has a minimum of 2 thousand words.

In the the guest post, you should link back to your own website content. But don’t go crazy and add a dozen backlinks back to your website. Be respectful and keep it reasonable with say 1-3 total backlinks per post and make sure the website owner consents. If they don’t, just take your content piece elsewhere. It’s a fair tradeoff considering you’re giving them high quality original and free content in exchange for some backlinks and exposure.

Be sure to also use your byline carefully. Keep it sharp and always to the point. Concisely tell the sites readers who you are, what you do, and exactly what you bring to the table. Link this to your website, hopefully multiple pages of your site and not just the homepage.

9. Discover Unlinked Mentions

In case you’re established, you might have thousands of websites that already mention your name or company but did not link to you, yet. Link reclamation is a method where you find these high-quality websites that are mentioning you but aren’t linking back to your site or any site, and simply getting them to provide the backlinks.

10. PR for Page Rank

It’s a good idea to have either establish of have established contacts with journalists and various news outlets for both public relations and backlinks. If you don’t have established relations it’s not a good time to randomly email or call a journalist and ask them to promote your company out of the blue. That’ll never work and will only backfire making you look stupid. You could use Help a Reporter Out, however, don’t get lazy and rely solely on it. You have to make an active effort to establish connections with journalists and help them out by providing information or resources when they need it. It’s a well known fact that all solid relationships center on reciprocity.

Therefore as you establish repoire, one day you will start getting mentions in news publications. Your patience will pay off and do wonders for your brand exposure and your “link juice” or “link equity”.

11. Reach Out to Other Companies

While writing your your article for your website, you should be linking out to other companies that are on the same subject. When you do, you should consider contacting the webmaster that runs those sites or write and tell that them that you wrote about them on your blog post. They may share this on their social media channels or could possibly mention you in an upcoming article.

When you reach out, it’s important to not ask outright for a backlink. That will make you look desperate, and no one wants to be around someone that’s desperate. Simply reach out, be courteous and tell them that you enjoyed their article so much that you wanted to share it on your website. Then just share the link to your blog post, and that’s all you have to do.

Final note, don’t write a blog post that has dozens upon dozens of spammy links. If you do and then reach out to every one you linked to, it’ll make you look stupid because you’re freely giving out links in order to ask for a link back to your website. Again, looks desperate. Just keep the number of links on your blog posts to a reasonable level, and inform bloggers when you write about them.

12. Quality is Key

This might be one of the best ways to gain exposure for your brand. Plus, you’ll have the potential to get backlinks if the comments aren’t nofollow’s.

The consideration when writing a comment is to make it personalized, thoughtful, relevant, and which adds value. Simply commenting, “awesome blog, keep it up!” isn’t something of value and which would add value to it. When anyone views your comment, it should be obvious that you read the article and have something valuable to add. Comments are like writing your own blog post, keep it high quality and relevant to the topic at hand.

The WordPress commenting plugin Commentluv uses dofollow comment URLs by default. I’d recommend looking for blogs with this plugin installed and reading them as they come out, and adding comments after they are published.

13. Submit Your Company as a Resource

It’s important to only do this if you really think that what you want to link to would improve the article. I get a lot of requests from bloggers asking for links. I ignore all of them because none of them make sense for my blog. I can see that they don’t want to make any of my articles better, they just a backlink.

14. Create a List of Your Own

List based blog posts tend to get a lot of traffic which makes it worth looking at using. However, I think that a lot of digital marketers view them as a shortcut and don’t necessarily value them as they might should. Some digital marketers think that all you have to do is simply add a sentence to each one and the job is done.

Other digital marketers might take it too far and make the list far too long which pretty much guarantees that nobody will be able to consume it all. There isn’t anything necessarily wrong with this approach if you are able to make each item relevant. Try and stay away from adding non-relevant things to your list that don’t make sense.

If you simply adhere to quality over quantity, you usually won;t go wrong. It’s best to keep your list short and concise and focus more on quality list based postings.

Backlinks StrategyConclusion

Earning backlinks doesn’t and shouldn’t ever have to involve begging other webmasters in order to get them. It does involve hard work which I know scares a lot of people out there these days. Getting backlinks takes creativity, hustle, and people skills in order to pull it off successfully.

Your top competition, those whom are consistently at the top of the search results pages, are not spamming companies making requests for backlinks. They’re focused on producing high quality, original content that people want to consume.