Marketing Your Radon Business

Marketing Your Radon BusinessHow to build a powerful online presence and grow your business

What all do you guys want to cover today? (WRITE ON BOARD) CONFIRM COVERING ## %1Hi!LindsaySaraPhilDavid

1. Introductions

2. What do you want to get out of this?2Creating Your Presence OnlineYour website is your platform1Developing Your WebsiteBefore 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.

4Setting Goals & ObjectivesWhat do you want visitors to do when they arrive at your website?Acquiring new customersBranding & information

SCM MarketingWhats the first thing you see?5Setting Goals & ObjectivesWho is your target audience?

See it in actionTarget Market: Home Buyers & Sellers is immediately obvious in the menuSetting Goals & ObjectivesWhat action do you want them to take when they get there?

See it in actionPurpose of the site is education and to acquire more customersSuccess is measured by time spent on website, pages visited, how they arrived at the site and whether they contacted David after visiting

Questions to ask when hiring a web development companyHow 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 developerWhat other services are provided?How much will it cost? This is of course largely determined by the work and detail required for the website. Things like number of pages, amount of graphic design work, special features required (newsletter services, contact forms, e-commerce, etc.) will escalate the price. Typical small business websites without a lot of bells and whistles range from $1,000 to $2,500, but the price can go up or down significantly depending on the experience of the designer and what features you need. Shop around to get a few quotes and compare features before committing.

What do I need to do? Understand your role in the development process. For instance, you may need to provide images and videos in order to prevent them from adding images that do not accurately reflect your product/service. They will need your logo too. Prepare as much material as you can before getting started.

Who owns the site/domain name/hosting? Sometimes designers will register the domain name and hosting with their companys name instead of your personal name. Figure out how this process works if domain and hosting is included in your plan. It could potentially be an issue if you want to switch companies, change account owners, or the current designer closes their business later on. Try to always register it under your personal name or business.

How long will the project take? Make sure you are aware of how long the creative process takes. Understand the steps, from initial stages until the website launch. Ask about what approvals or other things you will need to do throughout the sites construction so you dont slow the process down.

What other services are provided? Learn about everything offered so you can determine if its more of an all-in-one web development company or just a graphic design firm. Some companies will include logo design, social media services, SEO services, hosting, domain names, etc. Make a list of everything you are looking for from the designer so you can ask how much is provided.10Information to include on your websiteYour products/services ie. Radon mitigation, home inspection, etc.Pricing (optional)Service areasBlog/Article sectionAbout you and your companyA contact form/quote request form11

See it in actionKey Characteristics of your websiteMobile responsive!User friendly13Is your website mobile responsive?The above examples show a non-responsive website.

14Is your website mobile responsive?This is an example of a responsive website.

GET YOUR PHONES OUT! LETS LOOK AT DAVIDS WEBSITE. ANYONE ELSE HAVE A MOBILE WEBSITE?15Key Characteristics of your websiteAreas of service clearly defined16Areas of ServiceEnsure your service area or your address is clear on your website

Key Characteristics of your websiteCalls to action18Calls To ActionEasy to see size, colorRepeat more than once down the pageTest and analyzeShow value

Getting Found OnlineOptimization, local search, and search engine optimization2On-Page OptimizationOn-Page optimizationUniquely valuable contentKeyword targeted contentBuilt to be shared through social mediaUniquely valuable content what does it mean? Why not copy?Keyword targeted content what is it? Why is it important?Built to be shared through social media what does this look like?21

See it in actionOff-Page OptimizationOff-Page optimizationFactors that arent controlled by you but that help you to rankLinks to your websiteShares from social media networksSocial bookmarking like StumbleUpon or PinterestAnchor text in backlinks

http://moz.com/researchtools/ose/links?site=http%3A%2F%2Fwww.newiradonspecialist.com%2F

Factors that arent controlled by you but that help you to rankLinks to your website why is this one linking better?Shares from social media networksSocial bookmarking like StumbleUpon or PinterestAnchor text in backlinks

23Local Search: Why its vital for your businessGet visible online for people searching in your service areaCreate trust for search engines by verifying across multiple directories that you are who you say you are

See it in actionAttributes to pay attention to in local search:Consistent titlesCategoriesReviews & RatingsPhotos & VideosSocial Factors

25Ranking in Search EnginesHow often are you adding fresh content? How relevant is it to your target market?Write with your audience in mind first, then search enginesDo research on keywords and competition how do we do this? Google.Google My Business

Ask audience? Ideally 1/week

Keyword ranking

26How do you rank?radon testing in _________home inspection services in ________What cities are you in?Find actual examples27Reaching Your CustomersSocial media, pay-per-click and content marketing3Social Media: How it Affects Your BusinessWhy is social media beneficial to your business?Social media is Word of Mouth Marketing on steroids.Facebook Standard Practices

29How 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, were forced to communicate in a lot of different ways.

Marketing is challenging: We communicate in so many different ways now. Newspaper is going by the wayside. You can now fast forward through television commercials using your DVR. And in comes Internet culture which has fast become the norm. Some people use Twitter. Some people only use Facebook.Segment willing to ignore: The answer should be NONE.Ways of communicating: Radio/TV/Newspaper Ads, direct mail, billboards, websites, search engine optimization, pay per click, social media and more30Your Competitors are on Social MediaHow many of you think your competitors are on social media?

93% of non profits are on social media. 87% of business to business86% of business to consumer

Who set that standard? CONSUMERS!

31Social Media Marketing has an impact on your business74% of consumers rely on social networks to guide purchase decisions55% of consumers share purchases on social networks68% 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. Dont get left by the wayside and make sure your business is in the conversation.

32See Our Challengehttps://www.youtube.com/watch?v=nFoJSMzDRwg&list=UUbapQlnCjvV_KMkWJJx6LSA

#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.

Because of this social media campaign, ALS Association raised nearly 6 times the amount of money they did last year.

34Consumers arent dumb14% trust ads/traditional marketing78% trust online recommendations: Yelp! Amazon reviews. Trip Advisor, Angies 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 recommendations84% trust and make a decision if it's from someone in our network.Consumers know when theyre trying to be sold something, so they tune it out.

How many of you make online purchases (Amazon, eBay, iTunes, etc.)? What influences your purchase? In most cases, the reviews. 35Consumers arent dumbOn average, we have 244 friends on Facebook. We're no longer marketing to individuals. Were marketing to peoples entire social networks.

We're marketing to individuals and their entire network. It's the ultimate "Word of Mouth" advertising.

36Social Media is Word of Mouth Marketing on steroids

Social Media is the Barry Bonds of Word of Mouth Marketing37Social Media is Word of Mouth Marketing on steroids

Have you ever bent over backwards for a customer? A lot of us have done some pretty crazy things to be sure our customers are satisfied. Up until a few years ago, the least we could hope for is that satisfied customer recommends our business and we get a referral out of it.

38Real Life Example

Meet KiddoLet me give you a recent experience I had with a company. I order my dogs food through a website called Chewy.com. I have it set up so that every 5 weeks, I get shipped a new 30lb bag of dog food. However, about a month ago, I changed my autoshipment schedule

In the Social Media age, it's easier than ever for our impressed customers to rave about the wonderful service they received to their 244 Facebook friends.39Real Life Example

Let me give you a recent experience I had with a company. I order my dogs food through a website called Chewy.com. I have it set up so that every 5 weeks, I get shipped a new 30lb bag of dog food. However, about a month ago, I changed my autoshipment schedule, and was accidentally charged for & shipped two bags of Kiddos food in one week and one bag wasnt the correct brand.

I called customer service. They refunded BOTH bags and asked that I donate the incorrect bag to a local animal shelter.

In the Social Media age, it's easier than ever for our impressed customers to rave about the wonderful service they received to their 244 Facebook friends.40Real Life Example

I was astonished by the awesome customer service. I donated the extra bag of dog food to a local animal shelter (Saving Paws).

I then gave Chewy a shout out to my friends on Facebook (266 friends) and also tagged Saving Paws in the post.

Moral of the story? The business bent over backwards for the customer and the customer raved about it on social media. Could mean new customers for the business

In the Social Media age, it's easier than ever for our impressed customers to rave about the wonderful service they received to their 244 Facebook friends.41Facebook Standard PracticesProfile picture should be logoLeverage cover photo for specials youre runningLook at your reviews respond!Respond to people asking questions/commenting on your pageRun contests/ways to engage audience show Radon Specialists resultsFacebook advertising

Its about ENGAGEMENT and getting a conversation going. 42Contests and Facebook Ads

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!43Facebook Ads

Its 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. 44Facebook Ads

Talk about who we targeted and why.

45SummarySocial media IS beneficial to your business. Why? Because we said so.Treat social media like word-of-mouth marketing. Youre marketing to your fans/followers and their digital friendsFacebook Standard PracticesFB standard practices: brand yourself. Get your logo out there. Be interactive.

46Reaching your customers in Google/Bing ads

Pay-Per-ClickPay-Per-Click Search Engine MarketingTargeted leads based on exactly what THEY are searching forReach more peopleAbility to test what keywords people are actually searching for when they intend to buyMaximize return on investment only pay when your ad is clickedSee it in action

Reviewing Ad PerformanceCreate graphic for how to pay for keywords

50Ad RetargetingA 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 nameInterest ads with a product/service they likedEvaluation ads that answer questionsDecision ads that show promotions for what they were viewingPurchase show ads similar to what they bought/were looking to buy

See it in actionChange to our ad make our graphic something targeted to them, show website this is on52Content MarketingThe overarching practice of using information and entertainment to promote a brand or product.Benefits:Build trustInbound marketing vs outbound interruption marketingUp-to-date USEFUL content helps website to rank betterTips: 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.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 storyor 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 elses 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 dont 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, Theres a name for something with a single point of view: Its called a press release. Incorporate multiple perspectives when the issue lends itself to that. At the very least, dont 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 sourcein fact, PR folks can be awesome background sourcesbut 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. Businesslike lifecan 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 dont assume the reader is stupid.Think visually. The visual Web is the normso consider how you might add visual elements to any story you tell.

53Video MarketingType of Internet Marketing in which businesses make short videos about specific topics. Videos are uploaded to video sharing sites (like YouTube) for exposure.BenefitsAnother way to build trustPeople watch more video than ever beforeHelps your businesss SEOIts socialTips: Shoot in HD. If you can, use a microphone. Keep it short. Optimize your YouTube videos.54Great Video Marketinghttp://youtu.be/Z_8ms3BXWsM?list=PLbtyEYrYcRNuNIITfRvfKnVBe-HjdpOBKInbound vs. OutboundInbound marketing allows consumers to make a decision based on the information you share with themOutbound marketing is interruption based.

Article Topic Ideas: HeadlinesRadon: Truth vs. MythRadon the dangers, the facts and mythsHealth effects of radonThe deadly test that schools are failingAll homes in [insert state] have some level of radon, what should you do?57Tracking & Analyzing Online PerformanceROI, Google Analytics, and conversion tracking4Is your website working for you?How can you tell if your website and other online efforts are actually working for you?Conversion trackingFormsPhone callsHow did you hear about us?Product salesBottom line: ROIIs your website working for you?How can you tell if your website and other online efforts are actually working for you?Conversion trackingFormsPhone callsHow did you hear about us?Product salesBottom line: ROIIs your website working for you?How can you tell if your website and other online efforts are actually working for you?Conversion trackingFormsPhone callsHow did you hear about us?Product salesBottom line: ROIIs your website working for you?How can you tell if your website and other online efforts are actually working for you?Conversion trackingFormsPhone callsHow did you hear about us?Product salesBottom line: ROIIs your website working for you?How can you tell if your website and other online efforts are actually working for you?Conversion trackingFormsPhone callsHow did you hear about us?Product salesBottom line: ROIGoogle AnalyticsIs Google Analytics installed?VisitorsConversions on formsTypes of devices people are usingGeographical location of visitors

Is Google Analytics installed?http://builtwith.comMost 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. Heres how to tell.65Google AnalyticsIs Google Analytics installed?VisitorsConversions on formsTypes of devices people are usingGeographical location of visitors

VisitorsSessions: One set of interactions taken on your websiteUsers: 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.67Google AnalyticsIs Google Analytics installed?VisitorsConversions on formsTypes of devices people are usingGeographical location of visitors

Conversions on FormsGoogle AnalyticsIs Google Analytics installed?VisitorsConversions on formsTypes of devices people are usingGeographical location of visitors

DevicesAs a rule of thumb if your website is not responsive, anything over 25%, time to go mobile.71Google AnalyticsIs Google Analytics installed?VisitorsConversions on formsTypes of devices people are usingGeographical location of visitors

Geographical LocationAre you targeting the right people? See where people come from who visit your website.73How do you score?Website Analyzer

Thank you!AssessmentFree Website Analysis available by us or by visiting: http://scmmarkets.com/analysisQuestions, comments, suggestions.

David Danielsinfo@newiradonspecialist.comnewiradonspecialist.com

Phil GoldingSara MartinLindsay Diedrichphil@scmmarkets.comscmmarkets.com

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